| "Sharp Thinking is the term I use to describe creative brand thinking from an objective point of view. There is so much pressure on clients and their brand structure these days that it's often hard to simply step back and see things for what they really are. Many businesses and organisations adopt a reactive approach, creating a situation where their brand is randomly dragged along without structure or purpose. Others apply so many controls, restrictions and constraints to their brand that it becomes confined and strangled. I've had over 30 years experience in looking at brands from an objective point of view. The ability to see things the way your customers see it, offers a unique opportunity to take positive control of your brand direction. It's a service that I offer individually to any brand driven business or organisation.
An objective perspective. Fresh ideas. Creative energy. Sharp Thinking. If you'd like me to look at what YOUR brand can achieve, drop me an email today. "
Nick Hawes
Managing Director • Creative Director • Brand Director |  | 
Here's some Sharp Thinking ... for free ! Ten things on your website which will HELP your brand more than a group photo of all your staff grinning in the carpark! 1. Making sure all your content is up-to-date, accurate, legal, relevant, helpful and interesting
2. Making sure all the links in your site ACTUALLY WORK
3. Making sure automated forms go to someone who still works for you and will respond PROMPTLY!
4. Highlighting charities and worthwhile causes you or your business is involved with
5. Removing all promotions and offers which have EXPIRED
6. Removing all Latest News items which are out dated or older than you are
7. Adding company policies on recycling, workplace safety, environmental responsibility, quality control etc
8. Making sure your contact details, hours, location maps etc are REALLY, REALLY EASY to find
9. Not making loud music AUTOMATICALLY play when your site loads, scaring the @#%&**!! out of the user
10. Understanding that your website is often not only the 'first contact' customers have with your business but potentially the LAST contact they have with you.
QR Codes
It is estimated that by the end of 2013, more people globally will be accessing websites via Mobile devices such as smart phones and iPads than will be by desktop PC.
Now that Smartphones have 'come of age', QR (Quick Response) Codes are popping up everywhere, appearing on everything from advertising to outdoor signage and packaging. The technology allows customers to simply scan the 'blockcode' with a Mobile phone which then directly accesses the coded website address.
This opens up all manner of marketing opportunities (think competitions, product up-sell, store hours, online booking etc, etc ) and is something Yellow Pencil are applying to a number of clients online strategies for 2012.
Sink or swim
The businesses that have been fortunate enough to survive the recent earthquakes relatively unscathed are looking at a vastly different business environment. But look closely and you'll see that some of the changes you face now are just a "sped up" version of changes that were inevitable.
Markets shift and customers move, competitors come and go, demand increases and wanes, customers become distracted and trends evolve.
Businesses and brands have dealt with the "ebb and flow" of consumer awareness before, but have generally done so within the luxury and relative safety of planned strategy, research and time.
The earthquake has compressed a lifetime of brand evolution into a moment, forcing change on businesses who are committed to surviving and thriving. Brand thinking and communication needs to move at pace - for businesses who choose to embrace the change and re-emerge sharper than before.
Facebook is great - and it stops clients !!@#*ing up their websites.
The power of social-networking websites is well documented and should be considered and embraced by many clients. Well managed, Facebook becomes an incredible tool for disseminating information across a wide customer group as well as surveying customer reaction and opinion.
As an added bonus for professional web managers it offers the ideal outlet for clients who are desperate to get their hands "directly" onto their website. Facebook and other social networking sites, allows the perfect environment for those "chatty little social snippets" about the staff picnic, the new staff uniforms and all the other items which clog up a professional, brand-driven company site.
Charity Sponsorship
Aligning your brand to a high profile and worthy charity, is an effective way to support your community while increasing your brand profile and gaining customer loyalty. Remember: it's a BUSINESS decision, so build a plan for your support - and aim to make it a win/win situation for both sides !
Connect with your Clients Don't waste your time and money with so called newspaper "advertising features" to show your support of a client. Find out if your customer has their own website and expose your brand AND underline your support by advertising on it - creating measurable response by "click-throughs" as well as generating advertising revenue for your client.
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