Bold Talk for Brave Brands
Let’s be straightforward the marketing world isn’t just moving fast, it’s transforming daily. Your targets are becoming increasingly ambitious, your budget is under constant pressure, and everyone expects exceptional results immediately.
That’s precisely why we created Fluro Sessions. An authentic, unfiltered video series that addresses the true complexities of modern marketing. Each episode brings Fluro team members together to discuss the genuine problems we see affecting marketers daily, delivering practical insights without the corporate jargon, plus some refreshing perspective when the conversation gets too real.
The Straightforward Conversations You’ve Been Waiting For:
The Target Trap: When Ambition Meets Marketing Reality
What happens when the goals established are disconnected from what’s actually achievable? We discuss the challenge of unrealistic targets and show you how to realign expectations intelligently and constructively. Because ambitious goals need realistic strategies. Read the blog
The Data Dilemma: When Metrics Lose Their Meaning
Many marketers are overwhelmed with data while searching for genuine insights. This episode examines the metrics culture and rebuilds a framework where data truly enhances your decision-making instead of just filling your presentations. Because not everything meaningful can be measured. Read the blog
The Strategy Crisis: When Immediate Needs Overshadow Long-term Vision
Your strategic roadmap often gets interrupted by immediate requests and quick-win initiatives. We address the challenge of reactive marketing and provide approaches to protect your long-term plans while managing day-to-day demands. Because sustainable success requires strategic thinking. Read the blog
The Budget Squeeze: When Expectations Rise as Resources Decline
Every year, performance expectations increase while resources become more constrained. Rather than offering empty reassurances, we have honest conversations about what’s truly possible and how to establish reasonable parameters that protect your team’s effectiveness. Because creativity thrives with clear boundaries. Read the blog
You can watch all episodes for unfiltered marketing wisdom: Fluro Sessions on Vimeo
This series is crafted for thoughtful marketing professionals. It’s for brand leaders, in-house teams, communications specialists, and anyone who’s ever found themselves questioning conventional approaches during strategy meetings.
We’re not claiming to have perfect solutions. We’re working through these challenges alongside you, sharing experiences and practical approaches for navigating a profession that grows more complex each day.
More enlightening conversations coming soon. Have a marketing challenge you’d like us to address? Share your thoughts. We’re listening, and we’re committed to having the candid conversations that move our industry forward.
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THE 8 BITTER PILLS OF PRIVATE HEALTHCARE MARKETING
In the Private Healthcare sector things are changing fast. There’s more competition than ever before, technology is setting new benchmarks and patients are more demanding, sceptical, and overwhelmed than ever before.
The time has come where you have to evolve and adapt your approach. This means building trust by being more responsive to an audience who has lost faith in the system. It means it’s time to meet patients where they’re at, which is online and in the remote consultation space. And we know you don’t want to hear this, but it also means that it’s getting harder to get noticed and be remembered in an increasingly competitive sector.
But we’re here to help.
We’ve got some hard truths to deliver, but we’ve also got ways you can turn these bitter pills into brilliant opportunities.
Bitter Pill No. 1
Your patients aren’t ‘shopping around’ they’re running from NHS waiting lists.
FACT: the NHS waiting list has hit 7.5 million people. Patients are frustrated, exhausted and turning elsewhere.
People don’t turn to private healthcare because they love spending money. They’re frustrated, and desperate for treatment and advice.
Don’t waste this opportunity to step up and be the healthcare provider they need right now.
Be faster. Be better. Be there.
Bitter Pill No.2
Trust is the only metric that matters and you’re losing it.
FACT: The Edelman 2024 Trust Barometer reports that patient trust in healthcare is eroding.
But you already knew this didn’t you?
Because you’ve been a patient.
You know how it feels to lose faith in the system.
Patients don’t just want healthcare, they want honesty, clarity and compassion. If you don’t make transparency and empathy a priority you’ll lose market share.
Bitter Pill No.3
Healthcare is deeply personal and earning patient loyalty takes more than a slick brand.
FACT: 30% rise in self-funded treatments since the pandemic. Patients are being forced into private healthcare.
Patients might feel forced into private healthcare, but you can ease the blow by creating seamless patient journeys, providing consistently excellent service. A loyal patient will be an advocate.
Bitter Pill No.4
Don’t talk like a doctor. Talk like a person.
FACT: 40% of patients struggle to understand health materials. Patients are overwhelmed and confused.
Step off your pedestal, put your clipboard down, take off the white coat.
You don’t have to choose between being professional and personable. Be both. It’s not that hard and you’ll be amazed at the response.
Bitter Pill No. 5
Your website is old and confusing. You’ll get left for dust in the AI era.
FACT: Brits consult ‘Dr. Google’ nearly 50 million times per year. Your first point of contact is now Google.
Google and Meta are becoming more user-oriented. Search behaviour is changing.
Stop putting your agenda before your patients’ needs. Tell them what they want to know, not what you think they should hear and you’ll find favour with the algorithms.
Bitter Pill No.6
People are sick of being in the dark. Waiting, helpless and uncertain.
FACT: Patient experience is your new battleground.
Think of your patients as consumers.
Because they are.
Earn their trust, earn their loyalty and you’ll earn their wallet share.
Bitter Pill No. 7
If your operations can’t be on the cutting edge, at least your CRM can be.
FACT: AI isn’t going anywhere.
We get it. Healthcare moves slow. But your marketing doesn’t have to.
Use emerging tech to streamline services and enquiries and create highly targeted campaigns that get your services seen by those who need them most.
Bitter Pill No. 8
Without data, you’re flying blind.
FACT: Data is your secret weapon in private healthcare marketing.
Your patients are giving you valuable insights every day through their behaviours, preferences, and feedback.
Use this data to personalise their experience, drive engagement, and build trust.
When you understand your audience, you can speak directly to their needs—and they’ll listen.
Ready to face the truth and transform your private healthcare marketing?
Download the Guide Here to discover actionable strategies for building trust and engaging your patients.
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Prognosis negative
Private Healthcare is a difficult market to navigate.
You’re dealing with high stakes (sometimes literally life and death), long sales cycles, heavily regulated and restrictive claims, and an emotionally charged audience.
And on top of that, things are changing fast…
- There’s more competition than ever before.
- Technology is setting new benchmarks.
- Patients are more demanding, sceptical, and overwhelmed than ever before.
So what’s next?
It’s time to adapt to the changing market conditions.
Your marketing needs to be:
- Responsive to an audience who has lost faith in the system.
- Meet patients where they’re at.
- Work harder to get noticed and be remembered.
It might be a bitter pill to swallow, but it’s time to hear the truth.
The Bitter Pill – Fluro’s Guide to Marketing in Private Healthcare
We’ve put together a list of hard truths about the status of private healthcare marketing.
These truths might be hard to swallow, but they’ll show you exactly where and how you can improve your approach and build back trust with your audience.
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The Real Solution to the Tech Marketing Problem
In a crowded market like Tech, the fierceness of the competition has created an excruciating conformity, homogenising the landscape to an unbearable shade of blerrrrgggh. It’s become a race to the bottom and the results are painful for everyone.
Tech brands are treating their audience and their problems as if they’re completely interchangeable. This means that the audience ends up thinking that all tech brands and their solutions are completely interchangeable. It can’t go on like this.
The ‘S’ Word
Take a look at all the most memorable tech brands, we’re talking Microsoft, Apple, Dropbox, WeTransfer, Mail Chimp… What’s the first thing you notice? Here’s a clue, you won’t find the ‘s’ word anywhere but the nav bar most of the time. We’re talking about the word ‘solution’. And you won’t find this word plastered everywhere because these brands understand that their product is a tool, not a solution.
The human problem.
The human problem is at the centre of their communications, and they frame their offer in response. This is how it should be.
And we’ll be the first ones to admit that it’s harder to find that human problem for B2B, when you’re trying to solve business problems. But if you put in that extra effort to figure it out, you’ll be rewarded.
- Your brand will be stronger because it is more relatable.
- You’ll be able to communicate on a more personal level.
- You can market your offer in more meaningful ways.
It can be done.
And there are plenty of tech brands out there making B2B feel less transactional and more relatable; WeTransfer, Accenture, Intercom, Dropbox, Drift, Mail Chimp, Gong and Notion, Figma.
- They understand the value of brand awareness and being top of mind not just now, but when it’s time to buy.
- They don’t sell product, they sell benefits.
- They talk to humans, not businesses.
- They appeal to our basic and more complex sensory needs; colour, movement, sound, music, narrative, compelling messaging, TOV, clear and well-signposted calls to action, thoughtful UX.
The iceberg.
Lots of brands believe that to connect with their audience all they need is a signature colour palette, a logo and a strapline. But the mechanics of brand communication are much more complicated than that.
The classic ice-berg metaphor is used so often because it’s a great way of communicating how the most influential elements of a brand remain hidden but perceivable. And, as much as you wish it were so, there are no short cuts to getting this right.
We can understand a lot about a brand from visual clues like colour, shape, font and photography. But deeper, more complex clues about things like purpose and culture (beliefs, goals and values) have to be expressed with words and tone of voice.
A brand should be a response to an audience or societal demand.
It should be positioned amongst its competitors and in the marketplace to help it become less ‘interchangeable’ with other brands.
Ask yourself, how is your brand trying to respond and connect with your audience?
And how do you differentiate your brand in the marketplace?
Be different.
You’ve heard people talk about it. Marketing experts write books about it. Business empires are built upon this single foundation; be different.
Think about it for a moment. If your unique selling point (USP) is about outperforming or undercutting the competition, chances are you won’t be able to rely on that as a competitive advantage forever. Someone else can come along at any moment and do it better than you or cheaper than you.
So, what’s the one thing they can’t compete with or do better at?
Being you.
Having your perspective, your technique and your experience are the intangible qualities that make your business different. And when you’re different, you stand out.
If you want to read more about how to be different, take a look at our handy guide.
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What is rebranding and why do I need it?
Are you considering rebranding your business, product, or service? If you’re like most business owners, you’re probably concerned about when and how to go about it. You know there’s risks involved, but you also know that it’s riskier to do nothing. Regardless of how long you’ve been considering the idea, it’s not something to go into half-heartedly. You should feel confident about your reasons behind the decision and when the right time is for your business. And you should feel great about the branding agency you select to guide you through the process.
It’s not just a new logo.
You probably already understand that a rebrand is not simply a case of giving your logo a facelift. Your brand should be a representation of who your company is: your positioning, your values, and your ethos.
Here are some of the reasons why businesses decide to rebrand;
Our staff are embarrassed to introduce our potential clients to our collateral / website…
If your team is afraid to send a prospect to your website or share your collateral with a potential client, how much business are you losing out on?
We are changing our name…
Perhaps one of the most obvious times to rebrand; a name change is a great opportunity to re-evaluate your brand, identity and ultimately how the business is aesthetically perceived.
Our brand looks dated…
Your brand is often the first impression potential clients will get of your business, so make sure its a good one. A dated “look” makes your business look tired to potential customers and staff alike. Rebranding is an opportunity to make sure your image and message are aligned and up to date.
Our brand isn’t a true reflection of what we do…
If your audience doesn’t understand who you are, why you’re different and what you do, you may as well stop marketing to them. A rebrand done right should give your market a clear picture of what you do and why you matter.
Our material all looks different…
Your logo, collateral, website and marketing all needs to push in the same direction. When your brand is consistent you are reaffirming your image, professionalism and strategic message at every opportunity.
Our competition is getting all of the limelight…
Can you ever afford to loose a customer to your competitor because their branding looks more appealing? Your brand is your shop window and if what’s on display looks unprofessional or out of date, potential clients will assume the company behind it is as well and go elsewhere.
If any of these points sound familiar, then it’s probably time for a change. Give us a call to find out how we can help. We’ve worked with companies of all sizes in a huge range of sectors and would be happy to talk you through our process and show you some of our work.
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Tech Marcomms: 8 Ways You’re Doing it Wrong
1. Tech brands don’t talk to their audience. They talk about themselves.
Count the number of times you say ‘we’ and ‘our’ on your home page.
Then, count the amount of time you mention your audience ‘you, your’.
Let’s just let that sink in for a moment.
If the ratio is about 50:50, then well done. You’re not doing too badly.
If it’s tipped in your favour, then you’ve got work to do.
2. They’re too reductive about benefits of their solutions.
Your audience wants to know about desired outcomes and yet tech brands rarely talk about HOW the solution can actually help people in any meaningful way.
It’s not enough to tout generic benefits like saving money or time or accelerating growth.
It’s easy to see why this occurs so often in the tech sector. The inherent nature of tech products and services is to normalise and standardise input to create repeatable, scalable results. It’s embedded in the DNA of the sector.
But the trouble is, your audience doesn’t see themselves or their unique and complex business challenges as ‘input’ for your new tech product.
3. They’re too reductive about the audience.
It’s a fatal mistake to assume all ‘business’ is the same.
And worse, that all ‘business people’ are the same.
Your audience cares deeply about their business.
By forcing the audience to think and act in categories that are convenient for you, you’re reducing them to a lumpen mass. And they feel it when they visit your website, as they glaze over trying to understand your world view instead of you trying to understand theirs.
Don’t ever forget that even though it’s called B2B, you’re never communicating with a ‘business’. You are always, every – single – time, communicating with a human being. They might acting on behalf of the business, but they still have human interests at heart.
“We bring together the latest workplace technologies to deliver solutions for your business users.” Un-named Tech Brand
4. They overestimate their importance.
Tech is a tool.
It’s the means not the end.
And for the audience, it’s beginning to feel like tech brands have simply become vendors who have technology that’s looking for a problem to solve.
5. They oversimplify the problems.
Business challenges are not a thing you can neatly contain in a bullet point list and manage with a simple, end-to-end solution that costs £XX.99 per month.
We get it, you want as many customers as possible. But when you over-simplify your audiences’ needs and challenges to create a convenient ‘average customer’ you end up appealing to none of them.
“The extreme simplification of communication makes it impossible for users to distinguish which brand category the message belongs to — whether it’s banking, education, investment… The brand identities become blurred, and as a result, brands lose their connection with the audience.” Medium
6. They overstate the ‘solution’
What do you mean when you say ‘solution’?
Because we certainly don’t know
7. Messaging is lazy and confusing
Data. Growth. Scale. Future-proof. Solution. Transformation. End-to-end. Innovative. Accelerate. Technology. Empower. Workplace. Legacy. Digital transformation. Deploy.
These are tech sector buzz words.
And no one likes them.
Try harder.
“Delivering a fully automated, user driven, transformation based on data analytics performed against your legacy environment.” Unnamed IT/Tech brand
8. Stop talking about ‘humans’
This ship has sailed. Let’s talk about something else please.
Tech brands love to talk about ‘being human’ and yet their messaging is anything but. Most of us mere mortals won’t ever be able to live up to the epic promise of their tech solutions.
The skills gap is growing day-by-day as tech gets smarter and smarter. This leaves most of us feeling left behind and inadequate in the face of your insistence that we can accelerate, unleash, unlock, enable, empower, increase, transform, improve, and out-perform.
Let’s turn the volume down a bit.
(ps: we all know ChatGPT loves power verbs)
Ready to take your tech marketing to the next level?
Download our Tough Love Guide to Tech Marketing for practical ways to strengthen your brand and connect with your audience.
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Are You Ready for Some Tough Love?
Something Isn’t Right…
If you’re in tech marketing, you’ve probably felt it—something just isn’t clicking. You’re doing everything by the book, but your brand’s message isn’t resonating the way it should. Maybe it’s time for some tough love.
We’ve put together a guide that’s not for the faint-hearted. It’s a wake-up call for tech brands who are ready to stop playing it safe and start making a real impact. But be warned: you might not like everything we have to say.
What’s Inside?
We’re not here to sugarcoat things. In our guide, we dive deep into some of the most common mistakes tech brands are making today—mistakes that are costing you engagement, leads, and sales. Are you guilty of any of them?
Here’s a hint: it’s not just about what you’re saying, but ‘how’ you’re saying it. And if you think your brand is already doing a great job of communicating its value, you might want to think again.
The Consequences of Playing It Safe
In today’s saturated tech market, playing it safe isn’t just boring—it’s dangerous. Conformity has crept into tech communications, leading to a sea of sameness that’s drowning out even the most innovative brands. If you’re not careful, your brand could be next.
What’s the Answer?
We’re not giving away all our secrets here, but we will say this: it’s time to rethink your approach. The brands that stand out are the ones that connect on a human level, the ones that make their audience feel understood and valued.
Our guide doesn’t just tell you what’s wrong—it points you in the right direction. But we’re keeping the full story under wraps. If you want to know more, there’s only one thing to do.
Curious?
Download the full guide and discover the tough love your tech brand needs to thrive in today’s competitive landscape.
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The Magnetic Power of Brave Campaigns
Brave and inspired choices in advertising are like beacons in the fog. They demand our attention and inspire action. It’s often the boldest gambits from courageous creative agencies that lead to the most memorable campaigns.
Brave campaigns don’t just defy expectations—they also rewrite the rules for what’s possible. Let’s look at the daring spirit behind some of the most successful campaigns in recent years.
Rolling Stone: Rockin’ Mamas Campaign
This initiative boldly suggested that the ultimate hardcore lifestyle doesn’t belong to rock bands anymore but instead to mothers, who are the greatest rock stars of all. Shattering expectations and celebrating the power of motherhood in the style of music industry reportage, this campaign triumphed with uncompromising flair and spirit.
KFC: FCK Campaign #chickencrisis
Facing a logistics debacle that left them without chicken, KFC turned a crisis into a triumph with humour, honesty and humility. Their clever wordplay and transparency turned what could have been a public relations disaster into a brand loyalty miracle.
Jaguar: British Villains Campaign
Who says villains can’t have class? Jaguar’s ‘British Villains’ campaign embraced the brand’s heritage with a nod to cinematic rogues, daring to be different and positioning the car as a symbol of sophistication with an edge.
These campaigns didn’t just make a splash—they made waves that rippled across media and consumer consciousness.
The Winner takes it all
There’s a reason we invite our clients to find their brave. That’s because we know from experience that fortune really does favour those who are willing to take a chance by doing things differently. But don’t take our word for it, here’s five good reasons to push the boundaries for your next campaign.
Stand Out from the Crowd
The marketing landscape is cluttered with the noise of countless campaigns. To be noticed is to dare to be different; whether it’s subversive design, provocative messaging or unexpected executions. By breaking away from the predictable, the same old same old, brave campaigns work because they compel our attention and create deep memories.
Spark Emotions
As humans, we are hopelessly led by emotions. When a campaign peels back the layers to reveal the rawness of emotion—laughter, shock, passion—it doesn’t just speak; it shouts. Brave campaigns reach out and touch the heart, becoming more than moments—they become experiences.
Create Buzz
Courage is the match that lights the fire of conversations, both online and offline. Brave campaigns incite dialogue, kindle debates, and often go viral, multiplying their impressions far beyond the scope of traditional advertising methods.
Build Brand Authenticity
In an age where authenticity is more than a buzzword, it’s a creed, brave campaigns that embody genuine brand stories resonate loudly. They cultivate an aura of trust, legitimacy and loyalty that simply can’t be bought.
Drive Action
The most potent benefit of an act of bravery is its unparalleled ability to ignite change—to propel the onlooker from passive receiver to active participant. Brave campaigns don’t just open eyes; they move hands and feet and change hearts and minds.
A Dash of daring
Acts of bravery always resonate. As we’ve seen with exemplary campaigns from Rolling Stone, KFC, and Jaguar, a dash of daring can create a marketing masterpiece. In our endless quest to get noticed and be remembered, we must be willing to embrace courage because, it’s the bravest brands who make the biggest waves.
If you need help to find your brave and make some waves, pick up the phone and give us call. We’re ready when you are.
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BRAND LOYALTY IN A DIGITAL WORLD
Brand Loyalty looks different today
There’s always been many factors that feed into brand loyalty. Trust, saturation, reach and relevance have and always will play a role in building loyalties, but it’s the way people respond to these factors that are changing.
Technology has become the most significant game-changer when it comes to how audiences react to brand tactics. Factors like digital submersion, the availability of information, the increased mobilisation of culture and loss of trust have had the biggest impact on the ways we engage with brands today.
The Relationship between Tech and Loyalty
No one can predict the future, especially when it comes to tech. The possibilities are expanding every day and it’s not easy to predict what’s going to stick. But we can gain insight by looking at the way each generation interacts with technology and the digital world.
Statistics show that brand loyalties are decreasing on a sliding scale with each generation.
And you can’t ignore the fact that the consumer experience is becoming more and more embedded in the digital world. Which means that existing digital marketing practices are weakening our capacity to build and maintain brand loyalties.
So, what are we doing wrong?
Digital Natives.
Being a digital native is becoming the rule over the exception. So, it’s a no-brainer that digital must be a large part of your marketing strategy. That’s where Gen Z live and that’s where the future lies.
Research.
People tend to research more today, so it’s important to be as visible as possible in various review platforms and media and social channels. Benefits, features and comparisons must be readily available and digestible for easy compare and contrast.
Value Alignment.
Gen Z want to feel personally aligned to the brands they use. 68% of Gen Z & Millennials consider the products they buy to be a reflection of their personality, values and beliefs.
So, find the points of intersection and tell the stories that matter to your audience the most.
Trust.
Thanks to fake news, bogus e-commerce, phishing scams and social spaces becoming marketplaces, our levels of trust attention are eroding. It’s no wonder younger generations are less trusting and better at spotting marketing when it’s in disguise. The takeaway here is don’t use dodgy tactics and don’t exploit the trust you do have with your audience.
Stay alert, stay tuned.
Trend forecasters believe that experience, personalisation, and innovation will remain important to building loyalty in the future. And as new technologies continue to emerge, being able to adjust quickly will be an important part of keeping engaged and loyal customers.
Building brand loyalty today is all about keeping on your toes and trying to stay in tune with each generation’s evolving relationship with technology. So, if you need help tuning in, get in touch at hello@fluroltd.com or 01628 525 449.
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FIND YOUR BRAVE
DISCOVER WHY BEING DIFFERENT IS MORE IMPORTANT THAN BEING BETTER WHEN IT COMES TO YOUR BRAND.
You’ve heard people talk about it. Branding experts write books about it. Business empires are built upon this single foundation; be different.
Seth Godin once said, “the sound of a small bell during a dark night is louder than the din of traffic outside your window during rush hour. Surprise and differentiation have far more impact than noise does.”
Think about it for a moment. If your unique selling point (USP) is about outperforming or undercutting the competition, chances are you won’t be able to rely on that as a competitive advantage forever. Someone else can come along at any moment and do it better than you or cheaper than you.
So, what’s the one thing they can’t compete with or do better at?
Being you; your perspective, your technique and your experience and all those intangible qualities that make your business different. And when your brand is different, you will stand out.
DIFFERENT IS BETTER
Take Apple, their agenda was not about being better than the competition. Apple was all about being different and their mission to be different informed their entire brand identity and marketing approach, changing the centre of gravity for the sector and the consumer.
Okay, so if different is good, how can you make this work for your business? It’s tempting to fall back on features and benefits when it comes to differentiating your offer, but the competition always catches up. So, let’s look beyond USPs. Instead of trying to be a better version of the competition, we’ll help you become the best version of yourself. Because after all, you’re the only one who can do it the way you can. Your unique qualities and driving purpose have meaning and value far beyond mere features and benefits.
But how do you communicate all of this personality, all the layers and complexities that form your unique character? The simple answer is branding. Branding is the key to true and lasting market differentiation. A strong, distinctive brand will give you a competitive advantage that – unlike features or benefits – can’t be copied or bettered. And unlike features and benefits, we believe that the story you tell about your brand has unlimited potential. In fact, your brand story will only become more potent over time.
WHEN IT’S HARD TO BE DIFFERENT
There are plenty of situations where it’s hard to be different. Sometimes it’s because you’re new, and you’ve got nothing to leverage. Sometimes it’s because you’re familiar and you are challenging expectations. And then there are those times when the intangibility of your offer makes it feel like you’re chasing a phantom.
– When you’re brand new
Building a memorable brand can be difficult for any new product or business. After all, how will anyone ever find you if they don’t know you exist? But that’s where marketing experts can step in and lend a hand.
The business of getting your business ‘out there’ is called Brand Awareness, and it’s a core principle in advertising. It involves first creating a memorable brand identity through design, tone of voice and customer experience and making sure your brand gets noticed and remembered through a combination of inbound and outbound marketing strategies.
– When you’re lost for words
When your offer is something new, whether it’s a product, service or business model, it makes talking about your offer a real challenge because you can’t leverage an existing ‘language’. We’ve had clients present us with an offer that doesn’t easily slot into any existing sector categories or terminology. This can make it difficult to communicate your message to the world, especially in an online context where search engine optimisation and pay-per-click (PPC) rely on keywords to communicate your offer effectively.
Coining a phrase or term for your new offer poses a problem when it comes to digital marketing and communication, because if no one is using that term, keyword or phrase in their search, then how will they find you?
– When your offer is intangible and iterative
For many start-ups there is often no physical product or service to offer, especially in the early stages of development where the ‘product’ is intellectual property. Defining immaterial goods and services makes brand identity challenging because there’s fewer opportunities to use packaging and signposting to communicate your look, feel and tone of voice.
Plus, it’s tough to define a brand when the goal posts keep changing. The nature of a start-up business often means that the brand will undergo several transformations before it gets to market. This makes it hard to know when it’s the right time to commit to a brand identity. For many start-ups, creating a strong brand identity between rounds B and C can have more impact than waiting till after the final round. Even though the parameters might change again, being armed with a strong brand identity during the funding process can project confidence and present a more concrete vision.
– When your brand is established
Loss of brand equity is usually the biggest barrier a business will have when it comes to rebranding. And we get it. A drastic change in branding has the potential to alienate existing loyal customers who have strong associations with the old brand.
That why with careful research, planning and clearly defined objectives we can protect the major brand elements to preserve recognition.
Communication is key for any successful rebrand, having an official launch and sharing the reasons behind the rebrand goes a long way towards mitigating any potential loss of brand equity. A continuous effort to monitor the impact of the rebrand will mean that we’ll be ready to adapt strategies based on feedback and market responses.
FORTUNE FAVOURS THE BRAVE
“Who Dares Wins” isn’t just a Channel 4 reality series or a John Wick tattoo and as a sentiment, it goes much further back than the British SAS. The earliest record of “Fortune Favours the Brave” or something like it, has been attributed to Roman writers in the centuries before Christ and it remains potent to this day.
Why does this phrase still have so much power?
Because it’s not easy being brave. If it was, everyone would be. Only those who overcome their fear of failure, their fear of change and challenge will win the ultimate prize of success and good fortune.
Sounds intense, doesn’t it? But in reality, being brave doesn’t start with confidence. Being brave starts with determination and courage can be learned and developed. It’s not about leaping blindly into the unknown, it’s about being observant, learning how to evaluate risk and recognise opportunity when it comes knocking.
HOW TO FIND YOUR BRAVE
We don’t expect everyone to be comfortable with our approach at first and it’s important to know that we don’t equate being brave with being foolhardy. For us, being brave is about self-awareness, understanding and great timing. To help you understand our approach, we’ve put together a list of Five Ways to Find Your Brave;
A balanced perspective
Fear can be useful. If we acknowledge our fears, we’re one step closer to overcoming them.
Identify your strengths
When you’re confident in your abilities, you’re much more willing to go all-in when an opportunity presents itself.
No risk, no reward
What’s the worst thing that could happen if you take a risk? Now compare that scenario to what will happen if you do nothing at all?
The Comfort Zone
Build your courage muscles by pushing yourself outside of your comfort zone slowly and more often. Get comfortable with feeling uncomfortable. Make peace with uncertainty.
Failure=winning
When you take a risk, you never really lose because you either succeed or you learn from your mistakes.
Being guided through the process by someone who’s done it before and has the skill to uncover and define what makes you special will make all the difference to your journey. Having a like-minded creative partner will help you build and market a brave brand. A brand so different and so strong that it will the only reason your customer chooses you.
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Just get in touch, we'd love to chat.
Send an email to hello@fluroltd.com
Ring on 01628 525 449
