Category Archives: branding

Free proofreading offer for sign writers & print companies

Take a look at this picture.

Poundland

Some people will spot what’s wrong. Many won’t. Poundland’s directors, marketing department and the sign writing company all failed to spot the error. There might even have been a branding or marketing consultancy behind the slogan and they didn’t realise what they’d done wrong. It’s on the front of every shop, staff uniforms and even on the company website.

If you can’t see the error, you’re far from alone. And nobody’s judging you. But here it is:

Amazing value everyday

‘Everyday’ is an adjective. It’s used to describe a noun, eg it was an everyday occurrence for typos to appear in the newspaper.

The slogan should have read: Amazing value every day

It would cost hundreds of thousands to correct that error on each of Poundland’s 400 shops around the country, let alone reprinting staff uniforms and other marketing material. So it probably won’t happen. But who’s to blame? If you run a printing company or a sign writing business, you probably pass the proofreading buck back to your client. And the client should always sign off – ultimately it’s their responsibility.

The reality is that typos, grammatical errors, capitalisation inconsistencies and branding breaches can creep in at any stage of the creative, layout and printing processes.

So forget passing the buck. You can wipe out the potential for error, boost your sales pitch and offer your clients added value with my free proofreading service.

For a limited time only, I’m offering free proofreading of signs, banners and posters to UK sign writers and print houses.

Here’s what you’ll get:

  • up to 50 signs, banners or posters proofread for free before the end of June
  • any individual file can contain up to 50 words to qualify for free proofreading
  • checked and corrected documents and/or feedback provided within 8 working hours of your emailed request – and probably much sooner. Further checking of altered versions of the same document counts against your free 50!
  • an extra selling point when marketing your sign writing business or print house
  • happier clients
  • complete peace of mind.

To take up this special offer, you must:

  • be a professional sign writer or printing company
  • be using AH Copy for the first time
  • email copy to be proofread in Word or PDF attachments only
  • make no more than 50 requests before 1 July 2014
  • read and accept my terms and conditions.

The offer ends at the end of June, but the service doesn’t have to. From then on, you can choose between:

  • monthly proofreading partnership – up to 20 signs, banners or posters each of up to 50 words – £30 per month
  • monthly proofreading partnership – up to 50 signs, banners or posters each of up to 50 words – £50 per month
  • monthly proofreading partnership – up to 100 signs, banners or posters each of up to 50 words – £75 per month
  • as-and-when proofreading, charged at an hourly rate.

Got a question or an urgent proofreading requirement in need of the pedantic treatment? Drop me an email: enquiries at ahcopy dot co dot uk.

 

PS: I reserve the right to make this offer unavailable to new enquiries at any time. A fellow could otherwise be overwhelmed.

Ten steps to being found online – an internet guide for SMEs

Several years ago I wrote and distributed a free guide to internet marketing for companies who feel they’re rather behind the curve. With the website update in 2013, this was one of the posts I felt compelled to keep available.

Ten steps to being found online – an internet marketing guide for start-ups, SMEs and those that got left behind takes the rookie website owner through the necessary steps to rise through the search rankings, raise brand awareness and increase website visitor numbers. If your internet marketing strategy is rather wanting, this may well be worth a read. While there have been additions to the social media sphere since I wrote Ten steps, such as Pinterest, as an introduction to web marketing and improving online visibility, the principles and the content all remains completely valid.

It’s a freebie, and I’d encourage you all to share a link to the guide with anyone you feel might benefit.

Just click here to download the guide and please share the link to this page to any individuals or small companies you feel might benefit. Thanks!

How to protect your brand

Brand is not just a logo, not just a visual identity. Sure, it’s where the concept came about – branding irons marked livestock with a symbol that identified each beast as the property of an individual. But brand means so much more. It’s how you want to be perceived. It includes every possible visible facet of your company. Ultimately it’s a feeling you wish to invoke. And feelings, we all know, can be volatile, unpredictable and irredeemably damaged.

So how do you maintain the brand you were aiming to create, its identity and integrity? With rules, I’m afraid. Rules and a robust system of procedures to enforce them. Above all, you need the buy-in and support of the company’s upper echelons and the support for and from a team dedicated to reputation management.

At a minimum there are four sets of rules you should have in place; a checklist of policies which ensure brand protection and reputation management.

  1. Press policy
  2. Social media policy
  3. Corporate identity guidelines
  4. Style guide

Press policy

‘No comment’ can do more damage than silence. It carries the whiff of guilt. Equally you don’t want staff, and that should include Board-level personnel, chatting to the press at will. Every company should have a press policy in place, directing all press enquiries to a PR department that’s skilled in dealing with the wiliest or most persistent of journalists.

PR gets a bad name – some regard it as spin, hiding the truth, an excuse for news, and worse besides – but without the benefit of a sound press policy your company can miss out on the chance to pass on positive news, and carry out damage limitation on negative news. Your PR department protects your brand, your investment, your clients, and the livelihood of all your employees.

Social media policy

Like it or loathe it, social media is more than a passing fad. According to a UK Global Web Index survey conducted in January 2009 people trust the opinions of their online social network, and even bloggers they’ve never met, more than television news presenters, and only marginally less than colleagues. Around 40% of UK adults use social media at least once a month, and that number is predicted to increase. Ignore it at your peril; embrace it to control it.

Quite a few companies have suffered adverse publicity through the internet. It’s word of mouth on a global and instant scale. Construction companies have had site staff film dangerous and foolish antics and published their footage on YouTube, complete with company name emblazoned on seemingly ironic safety gear. Elsewhere staff have used social media to deliver damning verdicts on their employers and colleagues. Bad news folks, on the web nothing is truly private. A zero-tolerance attitude towards social media won’t protect you and can even generate negative publicity in itself. It’s time to take social media seriously.

Corporate identity guidelines

The original meaning of brand still matters as part of a whole. Designed well, a logo and rules about its application can influence public perception. Beyond the use of such established psychology, a company’s visual identity is a statement of professionalism. Consistency is sacrosanct. Any change should be undertaken with a specific aim in mind, and carefully timetabled and introduced. Shoddy use of your visual brand smacks of a ‘don’t care’ attitude, and even at a subconscious level your customers and clients may react negatively.

Think about it – when you receive mailings from Virgin trying to convince you to take up their latest broadband offering – every word, every colour, every instance of logo is positioned just so. If global firms place such importance on corporate identity, why should you be any different? If you want clients to respect your brand, you need to do the same.

Style guide

A style guide might be built into your corporate identity guidelines, but should be available as a standalone document. It should go without saying that both style guide and corporate identity manual are distributed to every department and available to every individual. Of particular importance are bid teams, marketing, PR/comms teams, secretaries/PAs, print & graphic design departments, as well of course as any external PR, marketing, creative or design agencies you engage.

Your style guide isn’t just about when to use a capital or when an abbreviation is acceptable, although these are vital components. It outlines your corporate tone of voice and increases consistency across your communications channels. And as with visual identity, consistency is the essence of a professional image. Why would you want your clients, or even your own staff, to receive anything but the impression you wish to convey?

And why am I, a copywriter, telling you these things? Two reasons. With a background in corporate communications and public relations I’ve seen first-hand how everyone from salesman to Board member can put a foot wrong. I’ve also seen how useful an external perspective can be and how important it is to have your policies worded in such a way their contents are not just understood but embraced.

You’ve spent time and money, sweat and tears creating a brand of which you can be proud – now don’t overlook protecting it.