16th January 2020No Comments

5 reasons why consistent branding is important to your business

A question I get asked all the time is why should I use a graphic designer over doing it myself, and one of the answers to that question is a professional designer can keep your branding consistent across platforms. I explain below the benefits of this:

  • Your audience WILL notice if your branding is inconsistent.
  • Keeping your branding, brand name and logo consistent across platforms helps with SEO (Search Engine Optimisation), making your brand more visible to your audience.
  • Brand messaging and tone of voice are key factors in how your audience sees your brand, making purchasing decisions often directly from advertising or posts on social media, where your customer’s perception of a brand is key to interaction and ultimately traffic to your website, or whatever other hook you use to get customers.
  • Consistent branding can help your business look more “legit” to your audience, whether you’re at the start of your business (I.E a startup) or are a more established business, brand consistency can help create a sense of trust and loyalty towards your brand for your customers.
  • Keeping placement of your logo and the usage of brand elements the same across platforms using brand guidelines or style guides can help marketing teams create consistent content.

If after reading this, you are thinking that you might need someone to take a look at your brand, Get in touch today to find out how we can help!

4th December 2019No Comments

How I went from unemployed graduate to freelancer in just 7 months with the support of the Prince’s Trust.

My time with The Prince’s Trust has been amazing, it has changed my life in ways I could only imagine, and without them this business would not be working. This is the story of how I went from an unemployed graduate to freelancer in just 7 months.

The start

I started with The Prince’s Trust after my job centre coach sent me on their out of work programme which essentially gives you the opportunity to do a work placement, with the potential of a job at the end of it. I did an interview, along with a room full of other young people at Marks & Spencer’s but didn’t manage to get the opportunity. This felt like just another blow in a long line of rejections from jobs and opportunities, however when they let me know the news on the phone the next day, they also mentioned the Enterprise programme (which you can read about here) and I jumped at the opportunity.

I went on a two-day programme which essentially explained what self-employment is, the pros and cons and what we needed to run a business. We covered marketing, business planning, expenses, taxes and a lot of other things which are essential to running a sustainable business. This two-day programme was where I met Charlie Brodie, one of my first clients, which was a massive boost to my confidence that I could actually do this whole “work for myself” thing. You can see the work I did for her here.

So, what next?

After the programme, we were each given an employee who works for The Prince’s Trust and told we need to make a business plan, which covered a lot of things such as;

  • Core business model (how are you going to make money?)
  • Background research,
  • Competitor analysis,
  • SWOT analysis of my business (Strength, Weaknesses, Opportunities & Threats)
  • Market research (questionnaires, A/B testing, competitor research etc.)
  • Expenses, income and outgoings
  • Backup plan A & B
  • Pricing structure

My business plan took roughly seven months to complete, mostly because of other factors in my life, but also because I knew it was very important to get it right. If you start out with a bad business plan, your business won’t work.

This seven-months led up to what was called a panel, essentially a panel of local businesspeople who support The Prince’s Trust board members in making sure your business plan is watertight and making sure that they can understand it easily. I was approved on the 28th September 2019!

My Prince’s Trust contact, Abi (and everyone else at The Princes Trust) was amazing. Despite being fairly new to the job, Abi knew what she was doing the majority of the time and when she didn’t (I ask some hard questions) she wasn’t afraid to ask for help. I can’t thank her enough for the support she gave me this year.

So, whats the future?

Now that I’ve been approved the support is still in place, but more so in the form of my business mentor, Roger, who has been amazing so far and has really helped me with decision making and time management. Onwards to 2020 I really want to get this business properly off the ground and start making enough money to support myself. If you or someone you know is interested in self-employment or starting their own business or just wants to find out what The Prince’s Trust can offer, go to their website or call 0800 842842 for more information.

27th November 2019No Comments

What I learnt whilst building my new website

As a start-up business, a website is your shop window to the world. That’s why when I got my business plan approved by the prince’s trust in September 2019, (which you can read about here) I decided the first task I really needed to do was to create a new website. I felt I needed to do this because my old website, which was built using Adobe’s web builder MyPortfolio, was more aimed at getting a job when coming out of university back in summer 2018.

As I am now fully freelance, I needed something that was more geared towards gaining clients for my business rather than showing my work to potential employers. I went through and tried out all the web builders out there, Squarespace, Wix, Godaddy web builder (desperate times) and found that I just couldn’t get the amount of customisation and creative freedom that I wanted as a designer. All of these platforms I felt were more aimed at someone without design skills, sort of an easy way of getting a quick website up and running. I also found that the templates were limiting in scope, with most of them looking like they’d been designed in the 90’s at the height of the .com boom.

Whilst researching my competitors, having a look at the code of their website and also how they laid them out, I found that most of them were using WordPress. I looked at around ten different designers and design agencies, all based in Leicestershire, and found the differences between them were actually substantial, in terms of design, layout and copy. Some were setup to have more of a personal voice, with the about me pages being the page that convinces you to sign up and work with that designer, while some of them were setup more focussed on what they can do for you, and I decided I wanted to have a combination of these approaches.

So, whilst deciding on the tone of voice, style and layout of my website I started doing research into WordPress themes and came across a web builder which is used inside of wordpress.org installations (the self-hosted version of WordPress) called Semplice.

Semplice is essentially a theme for WordPress, but rather than using the standard WordPress editor tools, you use Semplice’s built-in tools to create your website. This worked perfectly for me and worked out better financially too. As these web builders are all subscription based, it made me feel limited to one platform and essentially, if I wanted to leave the service I would have to remake my entire website on another platform, which was one of the issues I had when using Adobe Portfolio.

I used Adobe XD to layout how I wanted my website to look, and then created images and wrote content (much like this) which fitted the tone of voice and style I had decided on back in the research stage.

Whilst creating my website, I wrote down some tips I could share with my clients who are looking to create a website themselves;

  • Look at your competitor’s website thoroughly, what works? What doesn’t work? Why?
  • Plan your layout on paper (the old school ways are sometimes the best) then work with a designer or use design tools to create your content accordingly.
  • Research into the best platform for your business, just because something the first platform to come up when you type website builder into google, that doesn’t mean it’s the best.
  • Write the content yourself or use a copywriter to get engaging content which attracts, retains and converts your users.
  • Plan at least a couple of weeks out of your schedule to get it done, (or at least a few hours spread over a few weeks) A quick and cheap website with rubbish content and unthought-out layout could be bad for your brand, SEO and reputation.
  • YouTube and tutorial sites are your friend. Don’t know how to do something? The internet has a vast array of resources available to you.

If you need something done professionally, such as content and layout, contact me to discuss your requirements.

All images Copyright Kern & Bond 2019

All images Copyright Kern & Bond 2019

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