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Business and Marketing Videos and
Resources, UK
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Create a brand for your UK company.You can create your brand with very little costs, once you have thought of an idea, it doesn't cost much to get a designer to make you a logo, but its very important for the logo to fit the company. If you can afford to do market research, its worth every penny. Try and project the image you want to put across, just like album and video covers, it has to appeal to your target audience. See next video - Go back to the list of Business Link Videos Study video transcript "Here's how I created a brand for my business" (Opening animation, title and jingle. Background music begins, cut to Simon Woodroffe) Simon Woodroffe: "I'm Simon Woodroffe, I'm the founder of YO! Sushi, YOTEL, and just about YO! - everything else." (Interior shots of a branch of YOTEL with airport-style signs and luxurious furnishings) "I was lying on one of the flat beds - I was lucky enough to get upgraded onto British Airways first class - and I was thinking about hotels and how one could do a hotel that was called YO, and I had a 'Eureka!' moment. Thinking if we use the language of airline travel - where we are used to very small places - and did luxury at a low cost, that would be a magical formula. And four years later we opened the first YOTEL, which this is! Here we are in the first YOTEL." (Pictures of various YO! logos: YO! Company, YO! Zone, YO! Sushi, YO! Everything with shots of Simon speaking) "I think that what YO! has always stood for is innovation. So it's all of that stuff; fun, treat people well, force for good in the world, all of those things are brand values, but innovation is the thing that sets it apart. If you want to start some retail shop or some graphics company, or whatever it is, then you really want to find out how to build that brand and I think that the first thing to do is not to go outside, but to go inside. Say 'Who are we? Where does it come from?'" "Because the hard bit is not to actually create the thing, the hard bit is getting committed to what it is. It can cost very little, or you can go to advertising agencies and spend a fortune. It can cost close to zero. In my case, it wasn't a great deal more than that. All I did, was I got a designer I knew to do some logos at a very basic level, and we put them up in a lot of places and talked about them and it looked good enough to publish. That is a brand, effectively." (Exterior shots of a YO! Sushi restaurant in London) "The further on we've gone in business, the more market research we've done. At the very beginning we did very little, we did a lot on gut feeling. The trouble is with gut feeling is that you can also be deluded - you can think you know the answers. So I say, do market research as you get to be able to afford it. Find out the information; use it to educate yourself about your business. Then make decisions with that, what I call 'educated instinct'." (Footage of YOTEL interior, YO! Sushi restaurant exterior and cut back to Simon speaking) "How do you measure success? There are ways of measuring it of course, certainly staying in business as a young company is all you need to do to measure it. (Smiles) How you measure the success of a brand in terms of customers is pretty simple - certainly when you get further on - ask them the question! Brand is image, and try and reflect the image that you are. But like any good album cover of a record, try and do something that appeals at the level you want. If you want fun, try and be bold and do something that's really fun. If you want a serious intent, do something that's a serious intent, but with style. It's reputation - brand is really reputation." (Interior shots of a branch of YOTEL ending with a shot of a closing door with YOTEL logo) (End animation and jingle) Useful Links |