The Branding Agency & AR (Augmented Reality) – Main Tips to Implement It

In the past the brand design, branding agency concept ruled. Nowadays, after the physics became nonlinear and more quantum based, the branding agency has now become more experiential vs. just brand identity designs. So, in the past looking for an open market, placing your product and/or start intrusively shouting your offer was the best way to do marketing, moving forward to the industrial era it became more cold call system than strategy itself. As time goes by we have been living a phenomenon of exponential acceleration of things and thanks to that exponential theory (Moore’s law) the more it moves forward the wider the leap in time, it correlates and side by side with cosmos enlargement theory by astrophysics.

Having into account our daily lives and daily routines, if we manage to remember, back in 1938, Mr. Buckminster Fuller for the first time introduced a very quirky word called ephemeralization which means among other meanings, the trends of “doing more with less”, a term mostly used in chemistry, health and obviously the industrial field. Stanislaw Ulam, little bit later in 1958, wrote a publication which was based on a conversation he had with John von Neumann where the main topic was the acceleration progress of our technology and how it influences human life. Later on, Hans Moravec was the first one to generalize Moore’s law in order to make predictions about the future of artificial life, Hans was computer scientist and futurist. Moore’s law talks about exponential growth patterns within and in the complexity of integrated semiconductor circuits. Based on Moore’s ideas, Moravec extend the scope to it into other modern and future forms of technology, particularly Robots and how they evolve into an ever more intelligent specie, moving further to the mere integrated circuit theory.

Because technology and religion (beliefs not dogmas) influence the way people see the world and indeed shapes our attitude and as some other sociologists say it helps create, maintain or make disappear entire cultures and this way civilization we can see the level of current technology influence is so high that sometimes we cannot notice, otherwise you might remember James Burke and his TV series Connections (1978), later on: sequels Connections² (1994) and Connections³ (1997) where it was mentioned for the first time the conventional linear and teleological view of historical progress. It’s just today and now we must discuss based on quantum and other theories that look forward to connect to other forms of perceptions, linking this way senses and technology until it goes to more subtle levels we cannot understand yet.

Branding and marketing are facing nowadays new ways to integrate messages into people’s perception and the graphic design agency is this way searching for more interesting brand marketing strategies. The new branding strategy agency will be the one who can integrate marketing and branding via super tools to expand the stimulation of our senses and taking us to new level of perceptions. That will be the new creative marketing agency of the future.

Top branding agencies are now betting for micromoments (thanks to Google!), not anymore, intrusive cold calls and/or direct sales. It is now the brand experience or micro moments, it is the journey through the purchasing process that has apparently more value than the purchase itself although is the opposite. The product branding strategy is simply following what the branding in marketing corporate branding strategy is dictating, therefore, the design and branding agency leverage the creative designs to bring forth new levels of experiences.

The new “branding a company” will not merely want to be one of the best branding agencies, just branding a product. The branding advertising agency of the future will include positive values into their brand marketing strategy, therefore, we will not only do branding and identity just for the sake of doing branding but in order to leave a transformational message to the mankind and help them grow.

Ideas to implement AR to branding.

In the past, branding a business with the help of a branding and design corporate branding agency started by creating a brand of course and this is something any creative design agencies, design branding agencies or corporate branding companies used to do.

It should and exclusively start by understanding ourselves. An honest and sincere understanding of who you are, your strengths, weaknesses, potentialities. This require deep and systematic silence in order to penetrate deep levels of inner intelligence and understanding both of our inner nature and nature around us. Great changes happen in silence, never amidst the noise.

Observe nature. Mother nature is the best teacher we can have in order to create similar experiences via artificial devices. Most of us, almost all startups I know, are so focused on generating profits that they even forget to honestly take care of themselves; sadly, enough, once they achieve their financial, material goals, etc. (if they manage to achieve it) they are sick and can’t enjoy what the results.

We are always jumping up and down between either artificializing nature or humanizing artificial things, say, devices, isn’t this a contradiction? Best idea in this is to understand the real value of nature and the real value of human nature and the real value of that interaction.

Therefore, the brand design company must adjust as much as possible the new advertising agency branding paradigm: The human being as the main subject not the product, service or idea itself. Understanding the human being behind the device is of utmost importance, nowadays we talk about UX or user experience, it should go beyond that UX, beyond the simple subject-object interaction. Just like physics classification has different shares of categories from a gross into a subtler levels or covers, just like onion rings, this way we should see this whole thing from a holistic point of view.

Brand marketing companies must delve more into the heart and soul of the brand identity work. Marketing and branding companies and even top advertising agencies must not think only of the money but of a more transcendent work that goes beyond a simple brand positioning strategy.

Augmented Reality enable the end user to position or place any life-size 3D model into any specific environment either with trackers or not. Therefore, it enriches our cameras feed and fill it with any contextual information released by the source. So it aligns reality with your mobile, laptop, etc. Great study cases to carefully analyze is the British Museums’ Ancient Egyptian trail or The Augsburg Display Cabinet at the John Paul Getty Museum.

Does it take lots of resources to implement (budget)? Are you or your advertising and branding agency following a marketing branding strategy? Disney for example, is using AR for interactive book coloring series and for promotional purposes such as the Star Wars Weekends (SWW).

Is this experience looking forward to engaging more or creating more brand awareness as part of a defined brand strategy consulting outlook? AMC Theatres use AR in order to engage moviegoers and this way interact with different engaging items such as promotional movie posters by using their phones or tablets.

In what stage fit AR in the sales and marketing funnel? How can it boost that specific stage? Volvo for example used AR in order to nurture their prospects base before launching XC90 in 2015. Volvo wanted to show the cutting-edge design behind this model by letting know the most important and interesting capabilities of the XC90. The wanted prospects download the “Volvo Reality” app in order to end users check and delve inside of the car system, go for a virtual drive highlighting its main and nice features along the way.

What you offer must be something, outer nature doesn’t have, otherwise is a waste of time. For example, City University London has implemented cARe. As a Jisc-funded project, the idea behind is to provide a simulated clinical training to nurses to support patient care. You must download the cARe app an iPad that is usually loaned and a headphone splitter so students can concurrently access and listen to a resource. The resources that students had access to were adapted, converted and further developed from the CeTL website (a City University resource that offers learning resources related to clinical and communication skills).

Get yourself centered. Yes, you first. Do research, plan, execute, measure, learn and try again.

Branding and marketing companies, brand management consulting agencies, marketing and advertising firms, brand consulting firms, branding corporate identity specialists and creative advertising agencies can use advertising and branding AR in order to engage its target to more premium packages by using AR branding strategies in virtual marketing. For example, Marriott gives you the experience of teleportation. Teleporter VR Program uses a 4D sensory experience in order to immerse into travelers’ real travel experiences. The database is full of different travelers’ personal stories and experiences when traveling different destinations around the world. Therefore, the story created by the user’s experiences is in a shareable mode.

Cultivating a brand is imperative for most businesses to gain repeat customers, translating your site for an Asian population like Chinese or Malay helps linking your services to other parts of the world and form new business relationships.

Branding Agency for Today

The typical branding agency from the past (or at least a more professional branding agency) have focused on the standard mission, vision and values approach. And yes, this works well as it understands what a company stands for and aligns the brand around this. However in practice over the years, I have noticed a few things that happen, firstly, the client starts to feel engaged in the process, they get excited and start to get more involved (all good), however, in some cases I see that as they start to get to understand our processes and get more involved, they stop focusing on the end result and start to refer back to the work, aligning to what are they are today, or what they want to achieve, and the client gets more and more drawn into the process. And while it is good to get the clients attention and involvement in the branding process, it isn’t so good for the branding to loose grip of the end result.

It’s interesting when I look more holistically at the results of the bigger and more established agency – I won’t mention names, you start to see that once they become well known for what they do, they start to be trusted by companies and brand managers, who acknowledge that they don’t actually need to sculpt the end result for themselves, they trust the branding agency to make recommendations, and then from here reap the rewards of this. The result from these branding companies is more arresting, vibrant and produces braver brands, and once these brands are out there in the world, they start to grow and form new brand leaders, brands that others can only hope to follow.

So, to be a really great branding agency, the answer is in the branding process, making sure that you educate the client in how brands work, how his brand works and how his demographic will be inspired by a new brand. The branding agencies have been educating companies in this way for many years now, it’s in recent years that clients have seen these branding companies as a more conceptual branding agency, with strong strategic anchors. In fact one of my brand strategists often refers to us as being creatively driven and strategically anchored, and I like this description as it is accurate and what I would suggest other agencies should aim for, after all, you should never be different for the sake of being different, or so strategically aligned and ‘safe’ that you loose any brand personality.

Five Things Which Make a Great Brand

In today’s modern World, the brand is king. All successful companies rely on their brand strength and presence to ensure their public image is as effective as possible. Top blue chips pour thousands of pounds, sometimes even millions, into theirs with the desired outcome of complete brand recognition across all their target markets.

However, you don’t need millions of pounds to make sure yoursis effective, if you follow the five following points, you should ensure your brand has respect and longevity.

1. Brand identity design is paramount. Your logo is the most recognizable element of your brand. It represents your business within one mark, therefore it has to be spot on. Branding workshops and strategy can help to ascertain the core values of a brand, which should be reflected within the identity. The business’ USP’s can also be communicated through the logo, although as business’ can change, the logo needs to have flexibility to allow movement within the brand. Most of all, the logo should represent your company’s aspirational value.

2. Stay relevant. It is important for brands to remain relevant within the target audience’s eyes. Those which appear static and set in their ways are often left behind remarkably quickly by competitors which recognise the importance of constantly refreshing and looking to the future. Most successful brands employ a branding and marketing agency to manage and maintain their brand image.

3. Positioning is everything. Positioning the brand within the market place is one of the most important things for any new one. The market and its competitors need to be analysed in detail by brand experts who can then ascertain where it should be launched. Positioning includes whether the product is low, medium, or high end, the tone-of-voice and who will be its biggest competitors.

4. Consistency. The brand needs to be consistent so that all communication across various medias has the same message. Corporate branding guidelines can ensure yours maintains a high standard of aesthetic and communication.

5. Hit the right target. Identify the target audience and then aim for them. Any brand will have a specific target audience (unless they are large umbrella corporations). Yours should be focused on communicating to these people. The vehicle of communication should also be strongly considered. If the brands products are aimed at different target audiences it is advisable to utilise sub branding, which can sit underneath the main umbrella brand. These can then individually target different markets / areas.

Top 5 Biggest Branding Mistakes

The modern marketplace is over saturated with millions of companies. Never before has it been so important to ensure your brand is effective and communicates the right messages to your target audience. The following 5 branding mistakes are just the tip of the iceberg, any professional branding agency will be able to guide you through the pitfalls of the branding process. However, it pays to be aware of these mistakes so you can help guide your brand to success.

1. Inconsistent corporate identity
Your corporate identity relies on consistency. From your company logo, to sub branding, corporate stationery, through to your website and any other marketing material, the brand, brand name, colour schemes etc should all be consistent. Inconsistency in your identity causes confusion amongst existing and potential customers. Your customer must hear and see your name, logo, tag line and colours consistently over and over in many different ways before you are imprinted on your customer’s mind map.

2. Trying to be all things to all people
Successful brands have a specific target audience. Unless you run a large umbrella company, your brand should be specific. Trying to target too wide an audience means your brand is likely to find no audience at all.

3. Failing to differentiate
What makes your company stand out from your competitors? This is the essential attribute you should look to your brand to encompass. It is essential you differentiate your brand from the competition. Merely fitting in with the market means your brand is never likely to exceed its current market share. Utilising the expertise of a top branding agency will help to identify your integral USP.

4. Not understanding your customers
Without understanding your clients wants and needs, you cannot hope to have a successful brand. Every aspect of the brand should be tailored with a specific client base in mind. What do your customers want and how can you communicate that through your brand? Solving this question will automatically give your brand an advantage over the competition.

5. Restricting potential growth
Speaking of a short-term view on things, you shouldn’t build your brand around what you’re doing now…it should reflect where you want your company to be several years from now. If you wish to allow your existing brand the flexibility to grow and expand, but don’t want a large switch in your branding, it is advisable to enlist rebranding services. This will allow you to evolve the brand without throwing away positive attributes the brand has built up in the past.

Branding as a whole, is an intricate, complicated and ultimately rewarding project to undertake. However, the consequences of getting it wrong are potentially very damaging. It pays to get a professional branding agency to help with the facilitation of a new brand, ensuring your company has the ability to reach and exceed its future goals.

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