Business Advice – Calico Marketing

How to create a cohesive brand identity across multiple platforms

October 15, 2024August 15, 2024 by Calico UK

Alright, brand builders and consistency crusaders, buckle up! We’re about to embark on a wild ride through the world of cohesive brand identity. We’re talking about making your brand more recognizable than your own reflection, across more platforms than a gymnast at the Olympics.

But first, let me spin you a yarn from the branding trenches. Picture this: It’s 2017, and I’m working with a client who sells… wait for it… artisanal, hand-crafted dog bow ties. (Yes, that’s a thing. No, I don’t know why dogs need to be dapper, but here we are.) We had a beautiful logo, a sleek website, and a killer Instagram feed. We thought we were nailing this whole brand identity thing.

Then, we ventured onto LinkedIn. In our rush to appear “professional,” we abandoned our playful brand voice and whimsical visuals. The result? A profile that looked like it belonged to a stuffy corporate law firm, not a quirky pet accessory brand. Our followers were more confused than a cat in a dog park.

Turns out, consistency isn’t just about using the same logo everywhere. It’s about maintaining your brand’s essence across all platforms, even when you’re trying to put your best paw forward. Who knew?

So, how do you create a brand identity that’s more cohesive than a family of glue stick manufacturers? Well, grab your favorite caffeinated beverage (or a glass of wine, I don’t judge), and let’s dive into the art of creating a cohesive brand identity across multiple platforms!

Start with a Solid Brand Foundation

Before you start plastering your brand all over the internet like an overenthusiastic wallpaper hanger, you need to establish a solid brand foundation. Think of it as the bedrock of your brand – without it, everything else is just going to sink into the marketing quicksand.

Here’s what you need to nail down:

Brand Purpose: Why does your brand exist? (Besides making money, of course.) It’s like your brand’s reason for getting out of bed in the morning.
Brand Values: What does your brand stand for? These are like your brand’s moral compass. Without them, you’re just wandering aimlessly in the business wilderness.
Brand Personality: If your brand was a person, who would they be? The cool aunt? The reliable best friend? The quirky neighbor? Give your brand a personality that’s more defined than a Marvel superhero.
Target Audience: Who are you talking to? Get specific. “Everyone” is not a target audience. It’s a pipedream.
Unique Selling Proposition (USP): What makes you special? In a world of copycats, be the original. It’s like finding your brand’s superpower.

I once worked with a client who couldn’t define their brand personality. “We want to be everything to everyone,” they said. I told them that’s like trying to be a fish and a bird at the same time – you’ll end up doing neither well. We eventually settled on “the wise but approachable mentor,” and their messaging immediately became clearer than a window after a visit from a professional cleaner.

Why Commercial Storage Units Can Be A Huge Help To Retail Businesses

May 16, 2024May 10, 2024 by Calico UK

Managing inventory can be challenging for retail businesses, especially smaller retailers. We want to examine how commercial storage units can greatly help retail businesses.

Commercial storage units come in many sizes, and the services offered therein can vary depending on each storage facility. However, most reputable storage facilities have various options and services that virtually all small to medium-sized retailers could benefit from. This blog post will explore those benefits and why retail businesses should seriously consider them.

Increased Storage Space For Stock

The most apparent benefit of using a storage facility is that it provides additional space. Retail businesses require ample storage space for their inventory, and a storage facility can offer just that, especially in circumstances where the retail unit the business operates from has limited storage space. By renting a storage unit, retailers can also free up valuable space in their store, which can be used to showcase products, expand the store’s layout, or accommodate more customers.

More Secure Storage Of Inventory

Security is a top priority for retail businesses, especially when storing valuable merchandise, such as electronic equipment, jewelry, quality furniture, and antiques. Storage facilities offer a secure storage solution for retail businesses with concerns that their current premises lack robust security.

Most modern storage facilities are equipped with surveillance cameras, security gates, and high-quality locks on units to ensure the safety of stored items. Additionally, some facilities have digital keypad locks and may even have security staff on-site to provide even greater peace of mind for retailers using those storage facilities.

Avoid These 3 SEO Tactics That Will Flag You As A Spammer To Google

April 16, 2024November 12, 2023 by Calico UK

In the race to get to the top of Google’s rankings, many techniques and tactics can be utilised. The vast majority of them are legitimate and whether it is you who implement them or an SEO agency like SPE, none of them should cast you in a bad light in the eyes of Google. In fact, they are more likely to give your rankings a boost.

Unfortunately, not everyone plays by Google’s rules, and instead of following an SEO campaign that is whiter than white, they instead use blackhat tactics that seek to create a shortcut to high rankings. Frustratingly, some of these underhand SEO techniques work, but only temporarily, and as Google’s algorithms are so advanced, SEO spammers being caught is almost a certainty.

When Google does catch spammers it has several ways of punishing them, ranging from a drop in their ranking to delisting a website from their search results completely. if you are wondering how severe that is, it is the equivalent of a retail store being removed from the mall, or a commercial lawyer’s office being locked permanently, and the key being thrown away.

We must point out that there are occasions when a business will use SEO spamming inadvertently because they were either misinformed or simply were not aware that what they doing was wrong. Unfortunately, as with criminal law, Google’s law means ignorance is no defence, so to enlighten you somewhat, here are three SEO spamming tactics which you must avoid at all costs.

Why Great Content Is Essential For Marketing Family Lawyer Businesses

October 9, 2024December 7, 2022 by Calico UK

Family lawyers have numerous ways to market themselves and their family law practice online. These include social media, PPC advertising, and SEO, to name but three. However, there is one kind of marketing that might not grab the headlines in the same way these do, but which many expert digital marketers believe is not only highly effective but essential.

The marketing we are referring to is content marketing, and it first begs the question, “What is content?”. Arguably, anything you publish online could be considered content which would include everything from a 100-page eBook to a 10-word post on Facebook.

However, when it comes to genuine content marketing, there are specific forms of content that are used, and they are used for different purposes. That being said, your first task is not deciding what content you should use but answering an even more crucial question.

10 Office Chair Types And The Reasons For Buying Each Of Them

March 31, 2023November 3, 2022 by Calico UK

If there is one item of commercial furniture from Atama Furniture that gets purchased more than others, and where there is the most diversity in terms of product choices, it is hard to argue against that being the office chair. Many items of office furniture could be regarded as useful, but not essential, but surely the office chair is one which every business needs, whether that be one chair or hundreds.

We mentioned that the choices surrounding office chairs are considerable, and that applies not just to specific types of office chairs but also materials, sizes, styles, and prices. It is understandable that, when it comes to the point where you have to select which office chair or chairs you are going to purchase, you might be somewhat perplexed as to which is the right one for you and your business.

To attempt to allay some of that confusion we thought it would be useful to highlight ten of the most popular office chair types and provide you with a brief explanation of their features and their uses. We hope this helps you make a more informed choice when selecting the office chair most suited to your needs.

Office Chair #1 – Executive: These are premium chairs that will primarily be used by CEOs and senior managers within a business. They are usually made with high-quality materials, are well-cushioned, and can be adjusted in several ways.

Why You Should Call In Professionals If Your Office Carpets Are Wet

November 22, 2023August 31, 2022 by Calico UK

Your office’s carpets can become wet due to many causes, and if they do, your priority should be having your carpets dried and professionally cleaned. Carpets left wet, or even damp, for a prolonged period can incur all kinds of problems, including mould, smells, large stains, and damage beyond repair, meaning that the carpet or carpets must be replaced entirely.

As we mentioned, wet carpets can occur for many reasons, and knowing what type of water your carpets are soaked with will play a significant factor in determining the course of action your cleaning company will take. Advised by the carpet cleaning professionals Brilliance Carpet Cleaning Perth, here are the three main types of water.

“Black” Water: This is not necessarily a reference to its colour but more to the fact that this type of water can be highly toxic and a danger to the health of anyone in its vicinity. The sources for this type of water include sewers, which have become backed up and contaminated standing water.

7 Signs Your Business Needs To Hire A Professional High Pressure Cleaning Company

October 9, 2024August 10, 2022 by Calico UK

If you run a business and you either own your business premises or are responsible for their upkeep, there are numerous ways that it can be done, and when it comes to looking after the exteriors, high pressure cleaning is often the most effective option. Not only can it be the most effective cleaning method, but it can also prove to be an investment rather than a cost, due to the benefits it generates.

For those business owners and CEOs reading this who have never considered the use of high pressure cleaning services, it could be that you are not sure whether your business premises need them. That is reasonable given that, in any scenario, unless you are aware of the problems, you are going to be even less aware of the solutions.

For this reason, we have outlined seven signs that business owners should be looking for, and which will tell them that their need for a high pressure cleaning company to resolve the issues that are occurring on the exterior of their business premises is upon them.

Your Business Does Not Own Any High Pressure Cleaning Equipment

It might seem an obvious point but, if your company does not own high-pressure cleaning equipment, nor has anyone skilled enough to use a high pressure washer, then the only option is to hire a professional pressure cleaning company.

3 Business Sectors That Use Hydraulic Torque Wrenches

October 9, 2024July 27, 2022 by Calico UK

If you take a moment to think about all the structures, machines, and industrial apparatus around the world that are held together in some way or another by nuts and bolts, then the count must be billions, and many of those nuts and bolts will have been tightened by a hydraulic torque wrench. It is just one of four of the main industrial torque wrenches that are widely used.

Torque wrenches came into being just over 100 years ago when a New York City Water Department employee named Conrad Bahr realised he needed a tool more appropriate than normal wrenches for tightening the bolts on water pipes. Since then torque wrenches have been responsible for ensuring the safety and structural integrity of many things that can be found in business and industrial settings.

Four Types Of Industrial Torque Wrenches

Hydraulic

The hydraulics for these torque wrenches are generated either by an electrical or a pneumatic pump. Used where powerful torque limits are required, they are often required to tighten extremely large bolts and nuts. One other main benefit is that as a hydraulic torque wrench is separate from the pump, it can be used in tighter spaces than electric or pneumatic torque wrenches.

Electric

Powered by electricity there is therefore a need for a power outlet to be available where the torque wrench is being used. They are more accurate than other types of torque wrenches and often have data readouts that allow engineers to monitor their use.

Your 10-Step Guide For Ensuring A Successful Office Relocation

7 Office Relocation Mistakes You Cannot Afford To Make

November 22, 2023June 23, 2022 by Calico UK

Regardless of the size of your business, if you decide to relocate, it has significant consequences. Thankfully, the vast majority of those consequences are positive. However, there can also be negative consequences of relocating, which tend to occur due to mistakes made leading up to the move and on the day of the move. You want to avoid those mistakes, so here are seven of the most common, which also happen to be the ones that can be the most costly.

Not Hiring Professional Removalists: If we were asked what is the worst mistake a business can make regarding relocating, it would be this one. Trying to do it yourself or using cheap labour is simply not going to work and will more likely lead to chaos. Professionals from Brilliance Removalists Melbourne can help plan your move, provide the correct packing materials, offer a packing service, and be insured against mishaps.

Insufficient Planning And Preparation: This applies to any project you undertake, but the fallout from little or no planning can be enormous in the case of relocation. Planning will help the move run smoothly and allow time for hitting removalists and office cleaners. Without a plan or proper preparation, the day of the move will be chaotic. You will undoubtedly annoy many people you do not wish to, such as your staff and current and future landlord, and your customers could be adversely affected, too.

How To Turn Ambitious Employees Into Future Leaders Within Your Landscaping Business

April 5, 2023June 21, 2022 by Calico UK

Just like the landscapers who are running their own landscaping business, if you have the goal of growing your business, there are certain key principles that you must follow for those ambitions to be realised. Many will relate to marketing, enhancing your brand, increasing sales, offering world-class customer service, and taking steps to ensure that the first landscaping business anyone in your area thinks of is yours.

What all of those have in common is that they directly impact the profits that your landscaping business makes, and it should go without saying that a business that does not make a profit is unlikely to be growing. However, not all your focus should be on your bottom line, because there are other elements and assets within your landscaping business that will make huge contributions to the success and subsequent growth of that business.

At the forefront of these are the people who work for you and with you and without whom it is probable your business would not be able to operate as successfully as it does. We are sure you treat your employees well, pay them a fair wage, and try to create a great working relationship with them. Despite all of that being laudable, a question you must ask yourself concerns what steps are you taking to develop your employees.

All You Need To Know About Using Hot Water Extraction To Clean Office Carpets

April 12, 2023June 14, 2022 by Calico UK

If you are a business owner who has concluded that the carpets in your premises require cleaning, then you have several options open to you. Commercial cleaning by gleamcleanwa.com.au for carpets can be done in many ways and one of them is hot water extraction. Hot water extraction may sound like a term you would associate with a dentist than with carpet cleaning, but rest assured it is a highly effective way of cleaning the carpets in your offices and other areas of your commercial premises.

In this article, we are going to briefly explain what hot water extraction is, how it gets your commercial carpets clean, and the benefits of using it. One point before we start though is that if you want the best results from hot water extraction, then we recommend you only use professional commercial carpet cleaners rather than you or your staff trying it yourself. Using the pros means you are guaranteed clean carpets.

What is Hot Water Extraction?

In truth, hot water extraction, or HWE, is not as technical an operation as it sounds. It works by injecting hot water, which is under extremely high pressure, into carpets. Under these conditions, the water, along with small amounts of mild detergent, comes into contact with the fibres of the carpet with such a force, that it can dislodge dirt, dust, and stains.

10 Questions You Must Ask Before Entering Into A Franchise Agreement

August 8, 2024January 18, 2022 by Calico UK

Franchise businesses are one of many ways in which commercial law allows someone who has money to invest, to start a business. Some of the most recognisable business names in the world are run on a franchise basis such as McDonald’s, KFC, Subway, and Hertz. Beyond these global giants which require an upfront investment of hundreds of thousands of dollars, there are thousands of smaller franchise opportunities that can be purchased for a lot less.

However, simply because a franchise opportunity does not cost a six-figure sum to get started, it does not mean that every one of them is the right choice for you. even Small franchises will set you back a sizable sum, so you must ensure that before you make your final decision to invest, that you carry out several checks on the franchise. In particular, there are ten questions to which you want answers from lawyers before signing on the dotted line.

What Is The Success Rate Of Franchisees?

Probably the first question you need answering is how well are the current franchisees are doing and what is their success rate. If you can, speak to the current franchisees yourself to learn of their experiences thus far with the franchise.

Exploring The Five Key Techniques of Commercial Carpet and Upholstery Cleaning

May 29, 2023December 18, 2021 by Calico UK

When you engage the services of a professional cleaning company to revitalize the carpets and upholstery in your commercial space, the selection of the cleaning methods becomes a critical factor. This decision will be influenced by variables such as the kind of carpet or upholstery fabric, the extent of the accumulated dirt and stains, the urgency of the task, and the financial resources allocated for this purpose. Keep in mind that not all cleaning techniques carry the same price tag.

Depending on the tools, experience, and workforce a cleaning company possesses, it might adopt from a pool of several techniques. However, the majority of commercial cleaning companies typically have a repertoire of five principal methods. This article provides insights into these primary carpet and upholstery cleaning procedures.

Dry Powder Technique

This method, suitable for both carpets and upholstery, particularly shines when dealing with water-sensitive materials that could be adversely affected by other water-based cleaning methods. The process is straightforward. A dry powder is evenly distributed over the carpet or upholstery and allowed to sit for approximately 10 to 15 minutes.

The powder penetrates the surface and works its magic by breaking down the dirt particles. Following this, a high-suction vacuum cleaner is used to remove the powder. The more potent the vacuum, the more effective the cleaning. A key advantage is the non-existence of a drying phase after vacuuming.

Foam/Encapsulation Method

This process introduces a cleaning solution that transforms into foam when applied to the carpet or upholstery using a rotating brush. The foam penetrates the fibres, initiating the breakdown of dirt and stains.

The foam, after having served its purpose, is vacuumed up. As this method employs minimal water, it proves beneficial for cleaning materials sensitive to water damage. Post-cleaning, the carpet or upholstery typically takes about an hour to dry completely.

What are you paying for when you buy a business?

April 13, 2023November 16, 2021 by Calico UK

When you buy a business, you are buying assets of a company but in reality, you are buying a stream of earnings to be earned by those assets. The business assets are a means to make money but if they did not produce a cash flow, you would not be buying those assets.

The assets may have a liquidation value but price that you pay over and above that, the earning power of those assets is the goodwill
of the business.

In order to increase the value of the business, owners will have to have higher income. As a result, there is a possibility that the owner will claim many of the business expenses are personal and do not need to be continued on after he/she left the business and all the family members who are on the payroll are not really needed therefore should be added back in the normalized earnings. Often, owners will state that there is cash sales in the business and that is where the profits can be found.

In my opinion, if you cannot prove the cash sales then they do not exist. If the owner knows that there are cash sales and he knows that he is selling the business, why does he/she not come clean and deposit the cash in the business to prove what the actual sales are?

Your 10-Step Guide For Ensuring A Successful Office Relocation

April 13, 2023October 20, 2021 by Calico UK

An office relocation is not an operation that should be taken lightly. The potential fallout from a poorly planned and executed office relation can negatively impact a business for weeks, or months, and in the worst cases cause a business’s very existence to be jeopardised. Thankfully, those nightmare scenarios are rare, especially if you entrust your relocation to professional Perth removalists.

That is just one of ten steps you should take to ensure that your office relocation goes smoothly, however, while it is probably the most important, it is not the first task you should undertake. Read on, and you will discover all ten, and the order we suggest you follow.

#1 Ensure Your Reasons For Relocating Make Business Sense: Never move your business because it ‘seems like a nice thing to do’. That simply costs money for no real benefit. Relocation should only occur if it makes business sense to do so.

#2 Carefully Select The New Location For Your Business: One of the core reasons for relocating is that it provides your business with benefits, and that is why the specific location you move to is critical. It should be to better or larger premises and take you closer to your suppliers if possible, and certainly closer to your target market.

How do you find the right business?

October 15, 2024October 16, 2020 by Calico UK

If you do not know what you want to do, the easiest way to narrow the choices is to determine what you do not want to do. Do you want to go into business for yourself, buy a business, or work from home?

Once you determine what you do not want to do, choose what interests you and what you are good at. From there, decide if you have any contacts in that field. Would they be willing to buy your products or your service?
It is easier to sell to someone you know than to a stranger.

Many people do not know what to do when they want a career change; sometimes, you can look for years before you develop something that interests you. Taking a professional career counsellor’s advice can help you through the process of finding a new career path.

My wife was bored of her job and wanted a change but did not know what she wanted. Her father sold his house, and the real estate agent brought in a home stager to prepare the house. My wife had never heard of this profession before, and she talked to the person staging the house and then decided that was the business for her. That was three years ago, but she took three years to find something interesting. She looked at many different opportunities; many were exciting
but not attractive enough to be in that field daily. She was lucky; a new idea stumbled into her lap when she was not looking.

Is this a good year to sell your business?

April 3, 2023February 10, 2014 by Calico UK

Some businesses are doing very well this year, others are not doing so well. Is this a good year to sell or should you wait another year?

There are many reasons for selling a business, health, retirement, marriage breakups etc. Sometimes you can delay the timing of your retirement but health, finances or marriage split up may require that you sell now matter if this is a good time to do so or not.

If you have time on your side, then you need to look at many factors to determine if this is a good time to sell your business:

Profitability, have your profits been increasing over the last three years? have you received a lot of new business which may be related to the government infrastructure spending? Do you want to enjoy those profits or sell it and give someone else the benefit of those profits? Has your business been struggling lately?

Are your sales being affected by the economy? Are your sales and profits dropping? Do you expect them to improve soon?