MELBOURNE CITY COUNCIL - YOU SHOULD BE ASHAMED OF YOURSELF!

Not often do I find myself caught in a debate on a case of 'should they or shouldn't they' spend money on branding or marketing.

Having read the Herald Sun on Thursday, I have to say, I can't help myself! It is one of those times where quite frankly, I can't keep my mouth shut. I am disgusted and downright appalled that the Melbourne City Council that we voted in so frivolously a) spent $240,000 on a logo; and b) spent it with a US company so profits (and there are big profits in a job like this) go offshore.

Is there no company in Victoria good enough to do your logo identity Melbourne City Council? No up and coming students, who would no doubt happily do it for their portfolio for FREE that you would give an opportunity of a lifetime to? Is there no internationally award winning branding experts in Melbourne in your directory?

In this day and age, when the Government is trying in earnest to generate local spending to keep our retailers and businesses alive (and of course a few pokie operators) Melbourne City Council quite clearly has not thought twice about spending a few hundred thousand dollars on a logo that sucks (yes, I have not used this word since I was 14 years of age - but have you seen the new logo?) with a US company.

Whilst I own two marketing companies, not for a second do I think I should be in the running to do this job, but I am happy to sell the praises of my branding counterparts in competitive companies that are as talented as any agency you will find in the world. In addition, in case the Melbourne City Council were not aware, Melbourne is widely recognised as having the best branding experts in Australia, who win international awards regularly and are continually commissioned by yes, US companies, to do their branding work.

And... Melbourne City Council... I agree wholeheartedly with the comments made by the journalist who wrote the story, Matt Johnston, who has slammed the Council in his article and given many good reasons why spending this sort of money is just not on. Feed the homeless, clean up the graffiti or help fight crime - are just some suggestions that were featured in the article.

Who agreed to this type of expenditure anyway? They need to be sacked? Not only are they not in touch with their local community, they have no clue on the current economic climate and its effects on Australians who are in hardship.

Do they know families are losing their homes - not able to afford to feed their children let alone pay school fees? Whilst the Melbourne City Council sits in their Ivory Tower maybe a reality check is required.

A new Council please! We need people who represent our best interests - not clueless, money spending bureaucrats who have cushy jobs and happily spend almost a quarter of a million dollars on a logo. Now I wonder how much the US company who won the cushy gig will be paid to roll out this campaign?

All I can say is SHAME ON YOU!

http://www.marketingeye.com.au/

Time for a new brand?

Time for a new brand?

Believe it or not, brand makeovers are not simply a response to businesses in a downward spiral. Successful companies revamp their brands just as much as ones that have experienced a downturn in their fortunes.

When companies are thinking about rebranding, quite often they only consider what is obvious to them and that’s a new logo.

Branding is not just a logo identity. It is everything that your business stands for from the way you treat your customers to answering of telephones and the quality and experience you leave with your customers when they buy your products or services.

Your logo is however very important and the way the logo communicates your business is critical and all adds to the customer experience. It’s the ‘short-hand’ representation of your brand.

Creating a strong and sustainable brand image for your business has definite advantages.

The brands association with key messages, slogans, what people think of the brand and what a business stands for is imperative to building the brand.

Where should a business begin when thinking about re-branding?

There are rule of thumbs - but beware. Like most things in marketing, not everything is for everyone.

If your business turns over $100,000 or less, we recommend that you look at a low cost option of around $1,000-$1,500. If your business turns over $500,000 or less, then consider $5,000 - $10,000 as an investment for a new logo identity, and so on.

Of course, if you are a startup, then you need to invest in your brand according to what you believe your likely turnover in the first one to two years of business is going to be. It’s all relative. Whilst a National Australia Bank might spend millions on a re-branding there are many alternative ways in which to communicate a new brand and particularly with the current economic climate and the mass retrenchments in the creative fields, there is talent pool waiting to work on your next re-branding exercise.

What are the brand image expectations and how is that going to effect the overall brand development?

A brand image has to communicate not only a level of quality and professionalism, but also an idea for the buyer or consumer of what they should expect.

When developing the brand, think of the whole business not just who is leading it. Quite often when an individual founder has put their heart and soul into their business, people begin to think that the brand is in fact that person.

Steer away from making the brand a person and focus on the brand image being the entire company otherwise it will affect your overall brand development.

Where to go for brand development?

Graphic designers that don’t have knowledge and experience with understanding what needs to be represented in the brand may only focus on what looks good rather than what is good.

At the other end, many branding people have just done a course or have learnt how to talk the talk, but understanding in depth what you are actually trying to achieve, might be out of their grasp and you may end up being sold something that doesn’t identify or align itself with what you are actually trying to communicate.

Find out from others who they have used and whether they believe their brand represents who they are and what they do.

Alternatively, look for companies with experience of 10+ branding campaigns and find out how they came up with individual brands for companies that they have worked with.

Re-branding is a big deal. It’s an investment that in this day and age has to be considered in depth before jumping into.

Think about what you want to achieve out of your rebranding and work with a partner that understands you and your branding requirements.

Ensure you have a firm quote, not one that can move according to how long someone chooses to spend on your logo identity.

Find out more 1300 300 080.

www.marketingeye.com.au