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Explore our latest thinking on brand, business and creativity, from deeper Studio Papers and original perspectives to observations, stories and ideas from inside the studio.
The climate change discussion is a hot topic and we can all feel a little helpless when reflecting on this huge global issue. But what we can do is make small changes in our day to day that will have a
Are you starting a new business? Or perhaps your current business is going through a rebrand? Congratulations! – you’ve got an exciting time ahead (by the way, we know a great creative comms agency that can help you out!). When
When we think about branding, our mind often goes to a pretty business logo and signage, along with the overall aesthetic of a business. While this does make up a part of your brand, in essence, a brand is so
Many of us have different thoughts that come to mind when we hear the word “troll”. For some, it’s the story of the “Three Billy Goats Gruff and the Troll under the bridge”, for others it’s the small gremlin-like creatures
Last week, we brought you the news that Facebook had banned Australians from viewing and sharing news in their Facebook feeds. This Facebook news ban caused many pages that provide crucial information like the CFA and Queensland Health to have
2020 was certainly an interesting year, to say the least (and has unfortunately carried over to 2021!) While the pandemic raged on, people started running out of things to do, and as we went into lockdown around the globe, the
This morning has been one heck of a ride, with Facebook blocking Australians from accessing news in their Facebook feeds under the proposed Australian Government Media Bargaining law. Essentially, this means that Australians are no longer able to see news
Whether you pronounce it ‘GIF’ or ‘JIF’, we’re almost certain that you’ve used these fun little animations at least once in your life! But did you know that you can actually create custom GIFs, specific to your brand? Let’s dumb
Like a lot of American traditions, Black Friday has (over the years) caught on within the Australian retail scene, promising bargain buys that you’ll never be able to get again!! They’re always limited in edition, while stocks last or never
Imagine what you could build with real brand clarity.
What if you could articulate exactly what makes your brand worth choosing? Know what you stand for, who you’re here for, where you’re going and what makes your perspective different?
Imagine making decisions with confidence. Communicating your value clearly. Creating work that feels unmistakably yours. Building a brand that people recognise, connect with and remember.
For nearly two decades, we’ve helped businesses explore these questions and turn their answers into meaningful brand strategies.
Now, we’ve brought that thinking together into the Eight Brand Marks™, a framework designed to uncover what makes every brand distinctive.
And we’ve created a new way for you to explore it yourself.
Something new is coming…
Comment ‘Imagine’ to find your Mark.
Being different isn`t the same as being distinctive.
A business can have a genuine point of difference and still be difficult to remember. It can also offer something remarkably similar to its competitors and become the brand people recognise first.
That`s because differentiation and distinction do two different jobs.
Differentiation gives people a reason to choose you.
Brand distinction gives them something to recognise, remember and associate with you.
And while differentiation often looks sideways at competitors, distinction starts by looking inward. At the stories, beliefs, experiences, relationships and perspectives that already make a business unmistakably itself.
Because the goal isn`t to be different for the sake of it but to become more confidently and recognisably yourself.
Our latest Studio Paper explores Brand Distinction vs Differentiation, why both matter and where lasting distinction actually comes from.
Link in bio to read more.
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Studio Paper /002
Filed by: Oraco Agency
Reference: SP-002
Photo source: @joannaphotography.au
Filed under: #BrandDistinction #BrandDifferentiation #Branding #BrandIdentity
Attention and brand building aren’t always the same thing.
We believe having a perspective is one of the most important parts of building a distinctive brand. But there’s a difference between sharing an opinion because you genuinely believe it and sharing one because you know it will get a reaction.
Trends can be useful, controversial opinions can start conversations, and reach can absolutely be valuable.
But if the perspective you’re putting out there doesn’t align with what you genuinely believe, how you work or what you want your brand to be known for, what is that attention actually building?
Brand strategy is the long game.
Your perspective should have enough conviction behind it that you’re willing to stand by it long after the views, comments and algorithm have moved on.
Attention might make you visible but it’s conviction that will make you memorable.
We’ve seen some interesting conversations lately about where brand strategy ends and brand identity begins, particularly around whether things like logos, colour and typography are really that important.
Our perspective? They shouldn’t be separated in the first place.
Colour, typography, symbolism, imagery, language and tone aren’t simply aesthetic choices made once the “important” strategic work is finished.
When they’re done well, they’re strategic decisions.
They’re informed by what the brand believes, where it’s going, who it needs to connect with, what makes it distinctive and what we want people to recognise and associate with it over time.
We don’t finish the strategy and then ask, ‘Okay, what should this look like?’
The identity is already taking shape through the strategic process.
Because good brand identity is strategic thinking made visible. Not just decoration!
Posting isn’t dead. Boring content is. 👀
You can still promote your business, your services and what you do, but the way you package it matters.
Create content people actually want to stop, watch and engage with first. Sell second.
Because good marketing shouldn’t always feel like marketing.
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#SocialMediaMarketing #ContentMarketing #OracoAgency
Meet Leanne, Co-founder, Creative Director and the curious mind behind a lot of the brands that come through our studio.
She`s usually the one asking why? (and then asking it another five times), digging into the stories, people and ideas behind a business before working out how they can take shape visually.
Outside the studio, you’ll probably find Leanne painting with symphonic metal playing in the background, halfway through a fantasy novel, out exploring with Toby and Simon, or at a gig.
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Filed by: Oraco Agency
Reference: TF-001
Photo source: @joannaphotography.au
Filed under: #TeamFile #BrandStrategist #BrandIdentity #BrandStory #BrandStrategy
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