Branding:
why is it so important?

Branding is a powerful tool that extends far beyond company logos and taglines.

It incorporates the entire experience a brand offers, encompassing everything from visual elements to messaging and customer interactions.
In today’s interconnected world, branding
has transcended its traditional boundaries and virtually applies to everything. From businesses and products to individuals and causes, effective branding plays a pivotal role in establishing a strong identity, creating emotional connections and forging lasting relationships with target audiences. In this blog, we will explore the benefits of effective branding and dive into how everyday design elements enhance a brand’s ability to engage with its target audience.
 

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The power of branding

Differentiation

In a crowded marketplace, branding can help a business stand out from its competitors. By creating a unique identity, a brand becomes easily recognisable and memorable. Differentiation cultivates a sense of trust and loyalty among consumers, leading to repeat business and increased customer retention. Nike who have significantly invested in their brands positioning, are now easily recognisable by their iconic swoosh allows the business to generate wide margins and strong profitability.

Emotional connection

Strong branding taps into the emotions of consumers. It creates an emotional connection by aligning with their values, aspirations and desires. When individuals resonate with a brand, they form an emotional bond, leading to long-term brand loyalty. For example, Coca-Cola has successfully positioned itself as a symbol of happiness and togetherness. By excelling at storytelling through their content strategy, which is embodied in their TVCs, Coca-Cola has created a product which is considered by consumers for events, BBQs and more.

Trust and credibility

Strong branding instils trust and credibility in consumers. Customers are more likely to choose a brand they trust over unknown or lesser-known alternatives. Consistent branding across various touchpoints, such as websites, social media and packaging enhances the trust-building process. Apple’s minimalist and sleek design aesthetic consistently permeates its products, packaging and marketing materials, creating a seamless experience that resonates with its target audience of tech-savvy individuals.

Everyday design elements and it’s impact on branding

Logo and visual identity

A logo is the face of a brand and serves as a visual representation of its values, personality and offering. Consistency in a brand’s visual identity such as colour palette, typography and graphic elements will strengthen brand recognition and helps consumers identify and connect with the brand.

Website design

In the digital age, a brand’s website is often the first point of contact for potential customers. A thoughtfully designed website that reflects the brand’s identity and values enhances the user experience and can captivate visitors and encourage them to explore further. Smooth navigation, visually appealing layouts and compelling content all contribute to creating a positive brand experience.

Packaging and product design

Packaging plays a crucial role in creating a memorable brand experience. It serves as a physical representation of a brand and its values. Innovative, visually appealing packaging that aligns with the brand’s aesthetics and messaging can help products stand out on shelves and generate interest among consumers. 

Advertising and
marketing collateral

From print ads to social media campaigns, consistent branding across all marketing collateral ensures a cohesive and recognisable brand presence. Imagery, colours and language should be in sync with the brand’s overall identity, allowing consumers to easily associate the collateral with the brand. Well-executed advertising campaigns have the potential to leave a lasting impact by fostering brand recall.

Branding in action

Enaex

As a new player in the Australian market, Enaex needed to build brand recognition and engage their workforce. By crafting a robust brand positioning strategy, Enaex were able to successfully build a brand that resonated with mining companies across the globe. Positioning themselves as a premium blasting solutions company, Enaex built a unique and clean identity, that has become easily recognisable and is evident at each of their touchpoints. This ensures that wherever the target audience interacts with their brand a visual representation of its values, personality and offering is conveyed. By fostering a sense of connection and reliability, Enaex has transformed the way people think about explosives and robotics and has redefined the blasting experience.

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St Hilda’s School

Following a comprehensive review and analysis of St Hilda’s  
marketing footprint, a subtle brand refresh was delivered across social media, online, print, radio and internal marketing collateral. This elevated the look and feel of the St Hilda’s brand and is now one that captures the school’s endless experiences and inspires a new generation of empowered women. A curated selection of layouts and templates created an emotional connection with new and potential families and continues to forge a trusting relationship with target audiences. 

Overview

Effective branding helps establish a strong identity, creates emotional connectio and builds trust and credibility. The benefits of branding, such as differentiation, emotional connection and trust are invaluable in today’s competitive landscape. By examining successful brand examples like Enaex and St Hilda’s, we witness the power of branding in action and how it has propelled these brands to prominence.  

In considering design elements such as logos, website design, packaging and marketing collateral, brands can enhance their ability to connect with their target audience. Consistency and thoughtful execution across these touchpoints not only reinforce the brand’s values but also leave a lasting impression, ensuring a loyal customer base and sustainable success. 

If you are interested in finding out how you can elevate your business and make sure your branding is consistent across each customer touchpoint, contact our Creative Director Bec at [email protected]. 

The power of video

How to enhance your video content and harness its power to build trust

If you aren’t taking advantage of video in your marketing mix, there is a big chance you’re missing out on an opportunity to introduce more customers to your brand. Video content is a must, for almost every objective. Let’s talk about what video is, why it’s something your audience wants to see more of and how you can use it to build trust with your customers.

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What is
video marketing

Video content can help brands explain a product, service and/or raise brand awareness. Videos are usually published on popular social media sites such as YouTube, Instagram, Facebook, or LinkedIn as well as other platforms such as Vimeo or self-hosted sites. Video content can also be in the form of live videos, webinars, and courses.

When video is done well, it has the potential to generate a substantial return on investment.

Check out our blog on: What role does design play in marketing

Why include video into
your marketing strategy

Video content is the favoured medium among consumers with 54% wanting to see more video content from a brand they support (1). As content on social media increases, audience attention spans are decreasing. Video format is not only easy-to-digest, it’s entertaining and can tell powerful stories within a few minutes or less. Video is a powerful storytelling tool which can encourage emotional connection and engagement with your brand, product, or service. When so much of our lives are consumed by the digital world, it is no surprise that video has garnered a lot of our attention; 72% of customers said they would rather learn about a product or service through video content (2).

The emotional bond gained through video can build brand trust and lead to sales. 64% of consumers say that watching a video makes them more likely to buy (3). So, by implementing an engaging video content strategy you can increase the chances of gaining new customers, inspire likability and create loyalty, ultimately leading to higher conversion rates.

How does video drive and convert leads?

Harness that power of video and convert consumers’ interest into leads. Below are some examples of the types of video content you could be utilising during each stage of the sales funnel to lead your customers into loyal advocators.

Awareness

At the top of the sales funnel is the awareness stage.  At this stage, your audience is typically new to your brand or product– it might be the first interaction they’ve had with your brand or product, so you’ll want your videos to be informative, fun, and express your point of difference.  Types of video content that can garner awareness can include:

Brand films

  • Brand films are used to familiarise your audience with your brand’s vision, mission and core values. You can use this type of video content to bond with the audience who are still learning about your brand or offering. It’s especially powerful when done with a storytelling approach and focus on a specific message to make it memorable and give it that ‘wow’ factor. Check out our video for St Joseph’s Nudgee College the weaves a powerful message to drive donations.

Educational

  • This format is great to help your audience discover and learn more about you by blending information and entertainment about your product or service. It can come in the form of explainer videos, how-to’s or tutorials. To successfully keep your audience engaged you’ll want to keep these videos brief and targeted on learning goals.

Promotional

Now that you have your target audience’s attention and they’re considering your brand, it’s important to nurture that relationship and further prove why you’re the best! This format works by focusing on the benefits of the purchase and how the product or service solves their problem to increase confidence with your brand. A few examples of this are:

Video emails

  • Keep your audience engaged by surprising them with video content in email. Initial emails including video have a 96% higher click-through rate than those without.(4)

Product videos

  • Showcase your product or service in action. This is an effective way to convince your customer by allowing them to see exactly how it solves their problem, which in turn can inspire belief and instil trust with your brand.

Decision stage

We’ve talked about creating and establishing a relationship between your brand and your audience, but how do you drive home why they should choose you over your competition? Easy! Show them what life would look like after they’ve made their purchase and address any fears or questions they may have along the way.

Here are a few video types that can help are:

Testimonials

  • Similar to product videos, this format can further prove how the product or service solves a problem. When we see others positively speaking about their purchase, it’s an authentic way to encourage action and build credibility with your audience and customers.

Demos/webinars

  • When you’ve already captured your audience’s attention, they are often more willing to engage longer with you. At this stage, it is beneficial to provide long-form videos to further explain the details and benefits of your brand. Webinars are a great opportunity to engage with your audience and answer and questions or concerns they may have.

Enhancing your video content

Now that you are familiar with content types, here are a few important steps to make the most out of your video content.

Define the purpose

Why are you creating this video? Where is it going to be housed? Consider all aspects as this will define the rest of the video and help guide what formats and length it should be and the story you should tell to create the biggest impact. Recently we created the Sabio work life balance video with a clearly defined purpose to inspire our audience and showcase our new policies. 

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Tell a story

It’s important to keep your video concise with one clear message so you don’t confuse or lose the viewers’ attention. A well scripted story can help you achieve this. By using a storyboard to conceptualise every step of your video, you can pinpoint the element that will make your video memorable and drive impact. For our client, Personalise Plates Queensland (PPQ), we produced and filmed a video to tell the story of 10 Cent Tom. The video focused on reflecting his unique cheery personality and showcasing his PPQ’s plates. Check out the case study here.

Show personality

Your brand should shine through every video you create if you want your audience to remember and recall who you are. An established tone of voice, brand guidelines and characteristics that make your brand unique are vital in playing a part to generating and nurturing leads. If you want to know more about brand design, check out our blog here. Consistency with those elements is key and you can further expand your brand personality in video through colour grading, intro and outro animations and lower thirds – the possibilities are endless, so get creative!

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Guide the viewers
with a call to action

Including a call to action (CTA) in your video content is crucial so there is a clear action for your consumer.  This could be guiding viewers to visit your website, donate, or sign up to your newsletter.

Video is a powerful tool because of its versatility and impact, whether your key objective is to raise brand awareness or convert your customers by educating them on a product or service, video can be used to deliver results.

If you need help in taking full advantage of video and level up your marketing strategy, reach out to our Creative Director, Bec Kowald and book a complimentary consultation. – [email protected]

What role does design play in marketing?

Behind every successful marketing campaign is considered design – so considered, in fact, you may not even notice it.  

Design is marketing’s superpower. It is there to bring the brand to life and convey a campaign’s message, without overwhelming the audience

Blog Image What Role Does Design Play In Marketing

Everywhere you look you’ll see something that has been strategically designed to capture your attention – from the billboard you drive past each morning, to the scroll-stopping Instagram posts you engage with – but have you ever thought about the theory behind the e design decisions? Good design drives the message home and evokes a response, whether it be feeling, an emotion, or hitting that glorious ‘ADD TO CART’ button.  

In this blog we’ll discuss the role design plays in marketing and how it can impact the success of your next campaign. 

Building trust with your brand

The purpose of most campaigns is two-fold – to build brand awareness and  inspire your customer to do an action.

To motivate potential customers to engage in an impactful way, you need one thing – trust.  

Every touchpoint your customer has with your brand must communicate a message, and you want your message consistent across all touchpoints.   From billboards, digital advertising, social media content, sponsored content, EDM’s to instore – the design of your content needs to hit the mark every time and tell the true story of your brand. 

In the early phases of a business, brand consistency can be challenging, but getting it right is critical to building a strong foundation.  

The first step towards success is developing your brand strategy.. This will be your ‘brand bible’ and a robust reference point for brand application. From here, you can then begin building your brand identity with templates that are consistent and easy to roll out across all touchpoints.  

Want to know more check out our blog on: Brand identity Vs brand strategy: what’s the difference? 

Design testing

Understanding what content resonates with your target market is critical if you want to impact your bottom line. This can be achieved through A/B testing in your digital campaigns. A/B testing gives you the opportunity to test and analyse different messages and designs. When you find a winner, you can roll this out across other brand touchpoints.  

To get started, the placement of your ‘call to action’ (CTA) button, and the colour of the button, can determine if your customer will act in the way you need them to. Nailing this design element can hugely impact your success, as the button is the gateway between your content and a sale.  

Once you’ve nailed your CTA button, you can move on to testing different design layouts and different copy. Does an image of a person resonate with your customes more than an image of the product? Do certain image styles illicit a greater response? 

To make the most of any digital campaigns , you can design, test, analyse data, improve design and test again! If you recognise a visual is resonating more with your audience, you can leverage that design to make a bigger impact. 

Social media

Social media is one of the most powerful marketing tools and a social media strategy will set you apart from your competitors. Before you post, you’ll need to think about: 

  • Your brand’s tone of voice, how are you talking to your customers? What language do you use? What is your brand identity? 
  • Ensuring your aesthetic is consistent across all of the social media platforms you use (IG, FB, Tik Tok etc)
  • Creative output – would this message be conveyed better via video, animation, carousel or a static image? 

Building a consistent brand across your social media platforms can lead to increased brand loyalty and heightens the opportunity to market to your audience in an organic way. 

Video, another marketing superpower

In 2022, audiences are spending an average 19 hours per week watching online videos… that’s almost 3 hours per day! Video can be used to educate a new audience, generate leads and convert customers.  

The power of video is the ability it gives you to communicate a message in a short amount of time. Instead of going to your website and reading through pages of content to understand the benefits of your business, customers can now watch a 30sec video that tells them everything they need to know.  

Benefits of including video in your marketing strategy: 

  • Educates and builds trust  
  • Communicates a message, fast  
  • Encourages social media shares, brand awareness  
  • Improves SEO ranking 
  • Anywhere, anytime.  

The beauty of video is that it doesn’t have to be a high-quality production to get cut-through – what matters most is that the message is clear, you know your audience, you are adding value and that it aligns with your brand.  

It has been scientifically proven that the human brain understands visual information better than written, therefore carefully chosen images, or a thought-provoking video can say more to your target audience than a few hundred words. 

If you need help communicating your message through design, you’ve come to the right place! Reach out to our Creative Director, Bec Kowald, to book a complimentary brand consultation [email protected] 

Brand identity Vs brand strategy: what’s the difference?

We’ve all heard of the term ‘branding’, but what exactly does this mean? 

For starters, branding is not your logo, colour palette, website or business name. Although these are important and necessary elements to building your brand and business, they aren’t exactly your brand.  

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In this blog, we’ll discuss the differences between a brand, brand identity and brand strategy and answer questions such as “how can branding benefit my business”.   

Let’s start with the basics. 

What is a brand?

A brand is the thread that runs through every inch of your business – have you heard of the saying “perception is reality”? 

The perception someone has with your brand is influenced by the design, client experience and quality of your product – your brand is the all-encompassing experience people have with every touchpoint of your business. 

Think of your brand as a person. What they wear, how they make you feel, their mannerisms and what they believe in are all representations of a person. Your brand is the same. It’s the experience a person has navigating your website, how you respond to customers or engage with stakeholders, the state of your office and bathroom – all of this creates an experience and leaves an impression. 

Thinking of your business, ask yourself: 

  • How do potential clients feel when they interact with my business? 
  • What do people say about my business? 
  • What do people think about my business? 

Your answers should be consistent across all touchpoints for the most cohesive brand experience. If it’s not, you’re likely attracting the wrong clients (or no clients!). 

When it comes to your brand, high standards are key for establishing authority and trust – but how? 

What is brand strategy? 

If we imagine that brand identity is what your audience consumes, brand strategy is the vehicle within which the goods are delivered. It’s a long-term commitment between your brand and your audience. This shouldn’t be confused with a marketing strategy, which is a short-term commitment and is influenced depending on time of the year and trends, for example. 

Without a strategy, your brand is just sitting there, looking nice and pretty. 

Brand strategy establishes what you do, how you do it and why you do it. All of this helps a designer create a brand that resonates with the right audience. A great brand strategy should be able to answer key questions about your business before you even think about what colour to use in your logo – like why your business exists? What is your mission? Who are your competition? etc.  

Working with a designer or agency on your strategy before your identity is essential to ensure the creative and strategy can work together, harmoniously. 

Once you’ve established your brands strategic roadmap, it’s time to craft the identity.  

What is brand identity?

A brand identity should be created intentionally and well informed by your brand strategy: cleverly aligning your brand strategy into visuals. This is the part where colours, fonts and shapes all play an important role, and each decision must be backed by your strategy. 

Brands perception can be experiential or visual, but when it comes down to it, identity and strategy work hand-in-hand, so both need to be exceptional.  

Good branding is often simple and clearly communicated; think of Target with its red circles, or Nike with its swoosh tick. In most cases, memorable, distinct brands abide by less is more. 

How does branding benefit your business? 

We have discussed the difference between a brand, brand identity and brand strategy, but how do these align to benefit your business? Five reasons include:

  1. Increased brand awareness. This helps your audience differentiate your product or service from its competitors. 
  2. A coherent brand gives you credibility by looking professional and organised.  
  3. Good branding builds loyal brand ambassadors who share similar values to your brand. This will develop an emotional connection between them and your brand. 
  4. A great brand experience often leads to referrals and returning customers. 
  5. A solid brand strategy and identity makes it easier for a brand to grow as it sets the tone for everything that you do. Your products and services should always align with your brands mission and goals. 

Brands are likely the most powerful business tool ever invented. If you’re a business owner wanting to progress your business and create a point of difference, a solid brand identity and strategy is a fundamental place to start. If you’re interested in learning more about the benefits of branding, a creative agency like Sabio, is the perfect place to start.  

Get in touch with our Creative Director, Bec Kowald, via [email protected] or on our contact page to see how our team of creatives can help. 

Written by: Haylea Paul

Use these three Instagram video tools to achieve maximum engagement

Power to content creators as short-form video captivates the world!

As our media-dominated society continues to evolve, so do the platforms we use. Instagram, like all others, is no stranger to an update. Over the years, the app has evolved from a photo sharing tool to a platform that encompasses the most used features of all your go-to social media apps.

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Short-form video currently takes the cake, dominating the social media game on platforms such as Instagram (reels) and Tik Tok. Packed with features to create hard-hitting content, short-form video gives content creators the tools needed to get on the trend… and do it right!

According to a survey from HubSpot that interviewed 500 marketing gurus, 85% of marketers say short-form is the most effective video style they leverage. Videos are a unique and effective tool for marketers, opening the door to the limitless potential to influence their audience in a way that sits beyond your average text or image.

Video content is paramount to ensuring engagement on your social profile. But you can’t just post any video.

So how exactly should you use video? Platforms like Instagram host different short-form video options and In-feed, Reels and Instagram Stories are our favourites.

In-feed Videos

In-feed Instagram videos allow for planning and are usually specifically curated as these videos are displayed directly on your grid. In-feed Instagram videos can be up to 60 seconds long and are perfect for interviews, product launches or behind-the-scenes footage.

Instagram Stories

Instagram stories are the playful sister. Perfect for on-a-whim content, Instagram stories are the shortest video format. Truly capturing a moment in time, stories disappear within 24 hours, however you can pin them on a story highlight if you want to make that moment last just a little bit longer. Stories are versatile and can be used to engage with your audience through a conversational informal tone. Whether you are filming yourself talking to your followers or capturing a pretty sunset, stories include a beautiful array of stickers and gifs to help elevate your content to the next level.

From an interaction perspective, Instagram stories include features that allow viewers to engage, quite literally, with your content. From polls and Q&As, to links and hashtags, your audience can tell you exactly what is on their mind. Users can even participate alongside you via Instagram’s new ‘add yours’ sticker, allowing them to join a chain of responses and share their own take on the creators prompt – often these explode worldwide.

Reels

The reel showstopper when it comes to Instagram video tools is Instagram Reels. Instagram’s most recent video tool, reels, allow users to create 30-second multi-clip videos with text, stickers, AR filters and audio. Reels can be used to share highlights from your feed or totally new content. Through Instagram reels, trends are born. Users can collaborate, discover, and challenge other creators – sending shareable moments right across the world.

Warning: Instagram reels are addicting. You will find yourself mindlessly scrolling.

Now that you know what kind of videos you could make, here are our top tips for optimising engagement, no matter the video tool you choose!

  1. Keep your short-form videos…Short. The same HubSpot research discovered that the Instagram videos that got the most comments averaged just 26 seconds.
  2. Add an enticing thumbnail. It doesn’t have to be complicated – just choose a slide that matches your brand’s aesthetic. Then just add some text to create a title so the viewer knows what the video is about. This brief title will increase curiosity and persuade people to click to watch
  3. Simplify the language. If your video includes speech, use simplified language as to not overpower the audience with too much information. Generally speaking, people tend to have a short attention span, so keep all information direct and to the point.
  4. Play around with the array of video editing tools out there! Instagram itself offers great simplified editing tools on their platform already. You can easily trim videos and add filters or text and not require a third-party application or software.
  5. Hit them from the first second. Make those first few moments of the video count with a compelling hook right off the bat that encourages people to watch instead of scroll – cut out fillers and waffle and get straight to the good stuff.
  6. Incorporate engagement features like stickers and polls when creating Stories to really drive up your audience interaction.

Instagram Videos can create multiple opportunities for your online brand. Here are some of our favourites:

  1. Assists in diversifying your marketing strategy
  2. Gives you the opportunity for real-time marketing
  3. Increases sale opportunities
  4. Great reach and engagement levels
  5. Can add personality to your brand and is great for brand story telling

So, get creative and play around with the variety of video features that Instagram has to offer. You never know when you might go viral!

Looking to create engaging video content? Get in touch with our Creative Director, Bec Kowald, via [email protected] to see how our team of creatives can help.

Marketing powerhouse P4 Group and Ruby Communications rebrand as 'Sabio'

Renowned Integrated Communications Agencies Celebrate Growth
by Hitting Refresh

Today, integrated marketing and communications powerhouse, P4 Group and sister agency, Ruby Communications announce an agency rebrand, now officially debuting as ‘Sabio’.

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Today, integrated marketing and communications powerhouse, P4 Group and sister agency, Ruby Communications announce an agency rebrand, now officially debuting as ‘Sabio’.

Under the new brand, the group will design business solutions that funnel close to three decades of experience into cleverly crafted campaigns and creative solutions for their expansive client list. With a fleet of creatives and way of thinking that doesn’t sit on the side of the majority, Sabio brings a re-energised approach to marketing, stakeholder and communications and a promise to elevate the everyday, into the unexpected.

In August of 2020, Brisbane powerhouse agency, P4 Group, joined forces with Ruby Communications uniting their extensive media relations capabilities with P4’s existing communications, stakeholder management, digital marketing and creative services for clients across government, tourism, non-for-profit, hospitality, lifestyle and corporate sectors.

Managing Director, Naomi Spies states that it’s an exciting time to be in the industry, particularly with such a huge focus on collaboration and creativity―a space that Sabio knows all too well.

“Sabio will always be a fluid agency that is ever-changing and ever-evolving to adapt to the fast-moving industries we work within, bringing a clever, highly integrated lens to our client’s needs across communications, creative, digital, marketing and engagement,” says Spies.

“The last three decades has allowed us to work with so many brands, corporations and Government projects and it’s been an amazing ride, but I can genuinely tell you, the best is yet to come.”

Echoing Spies’ remarks is Sabio Founder and CEO, Adrian Basile, who says the rebrand was a necessary change to highlight the talent of the team and its ability to bring the absolute best to the table.

“From what started as a traditional communications agency almost three decades ago with a sole focus on media relations, we are now a campaign-driven agency that delivers exceptional integrated work across a multitude of sectors—we really needed a brand that spoke to this innovative shift,” says Basile.

“We want people to know that we’ll be carrying all of our experience and incredible team into Sabio – our team are the lifeblood of our company so it’s important to us that we bring our highly skilled mix of individuals and our vibrant culture into this next chapter.

“Through Sabio, we’ll deliver work that meshes our ability as powerful storytellers with campaigns that are inherently and cleverly, you. What we’ll bring to the table are ideas that not only bring out the best in our partnering brands and companies, but the unexpected and the surprising.”

Sabio is defined as clever, learned and Spanish for ‘wise,’ and encapsulates the agency’s history as an experienced, trusted advisor while also enabling it to continue its trajectory as an exciting company designing work for clients that is ‘cleverly, you.’

Sabio holds offices across Brisbane, Sydney and the Gold Coast, and specialises in an extensive mix of services spanning marketing, PR and communications, digital, marketing, engagement and creative.

Recent agency work includes campaigns and projects with Brisbane City Council, Brisbane Economic Development Agency, Gallagher Bassett, Tourism and Events Queensland, Major Events Gold Coast, Bicycle Queensland, Multicultural Australia, Ghanem Group, Hallmark Group, Home of the Arts (HOTA), Lung Foundation Australia, Outback Queensland, Youly and Nobby’s Beach Village.

For more information, contact Sabio Communications Director Laura Carlin via laura@sabio.com.au

Internship Experience

I am in my final semester of a Master of Digital Communications degree at QUT and over the past six weeks I have completed an internship with Sabio.

I wanted to do an internship to cement the things I’ve learned over the course of my degree and to gain some practical knowledge and experience. No class or assignment at Uni can compare to the experience of being amongst communication professionals in the office and being assigned tasks from real-life clients to work on!

Internship Experience Sabio

What I’ve learned

The main thing I’ve learned through my experience at Sabio is how a professional communications agency operates and what a typical day at work looks and feels like. The team at Sabio were super supportive in tailoring my internship to my personal interests and goals, and I got to work on lots of exciting digital communications projects. I learned what it’s like to create social media content for a variety of different clients and it was so rewarding to see my work posted to high-profile pages with thousands of followers.

What surprised me

The thing that surprised me most was how professionally the internship was run and the way I was always busy and being given different tasks to complete. Each day I had my own structured workload assigned to me which meant I was always focused on one task, allowing me to really become immersed in what I was doing.

The best part of being an intern

The best part of being an intern at Sabio was being able to network and gain advice from professionals in the industry. The feedback and guidance I received was so helpful and I’m sure I will take it with me throughout my professional career. I was also able to narrow down my perception of what I’d like to do when I graduate, and I now have a clearer idea of what kind of positions I’d like to apply for next year.

The hardest part of being an intern

The hardest part of being an intern for me was being confident enough to believe my work was up to standard for a professional communications agency.

Submitting an assignment at Uni is one thing, but it can be even more daunting when there are real clients at stake. The team at Sabio were really encouraging and supportive, and I was able to improve my quality of work and general skills through the feedback I was given.

I would highly recommend an internship at Sabio for any student who wants to gain some practical experience and build their confidence. I feel more excited and ready to finish my degree and enter the workforce because of my internship at Sabio Group.

Written by Katie Fotheringham

Tips for the Transition: From Inhouse to Agency

As communications professionals, deciding whether to hang on the inhouse or agency side of the fence is one of the most common decisions we face.

For those of us who are a fence sitter or perhaps just like to try everything once, transitioning between the two can be a challenge. More often than not, we hear the stories of people beginning in agency and then transitioning into inhouse – but less so do we hear from those who go the other way.

Tips For The Transition From Inhouse To Agency

Though it feels like much longer, a few short months ago I made the jump from a career within inhouse communications and marketing roles over to the flipside – agency. If I were to do it all again, here are the tips I would share with my former self on how to flourish through this complex change.

Be a sponge!

My mum always used to tell me to ‘soak it up’ and at one point or another in my career, it finally made sense. Though it was never more prevalent than in this transition. Like so many new experiences, whether coming in as the intern or an Account Director at an agency, it’s important to swallow your ego and show true commitment to learning the ropes. You’ll need to remind yourself that there’s no such thing as a dumb question over and over and over.

In my first few weeks at P4 Group, I was likely considered the ‘quiet girl’. I sat back and listened to as many conversations as I could, read anything and everything I could get my hands on, and simply learnt all that I could from those around me. My colleagues would be quick to tell you now that this quietness has well and truly warded off now – but at the time, it was vital for my learning. Being thrown into a totally new way of working means you can be quick to second guess your natural working style. The more I learned from others, the quicker I started to feel confident in finding my own way of working.

Focus on what you know, not what you don’t

There are so many experiences you’ll need to learn in an agency environment. Things that are second nature to those around you can seem like daunting, confusing feats for a newbie to agency-style. From logging time on client tasks through to presenting proposals, all the newness can often leave you sitting in that ‘what on earth am I doing here?’ feeling.

In these moments, it’s critical that you remember what you know. Looking around the room, just as there are many experiences those with agency experience will have that you do not, there are so many – potentially even more – learnings that you can bring from your inhouse experiences.

Remember that diversity in an agency is like tonic to gin – it’s a key ingredient! Diverse opinions, experiences and skillsets are how true market-leading agencies thrive, so leverage your differences not as shortcomings, but as opportunities for all the new things you can bring to the table.

Treat your clients like your in house stakeholders

With an in-house role comes exposure that can’t be matched in agency. You are exposed to – and often working closely with – decision makers and executives well beyond the marketing or comms team. You will likely know the line of approvals and hierarchy of decisions like the back of your hand, and you are well and truly exposed to the entire organisation. When switching sides to agency, one of the biggest challenges faced can be getting a grasp on your clients without this innate understanding of their organisation.

While you will only ever be privy to the information your client is willing to share, putting in the hard yards in those early days to build strong relationships with your clients will make a big difference to how quickly you hit the ground running on accounts. I have found that it all comes down to treating each and every one of your clients as though you are their inhouse team. Despite it being a buzz phrase, working as an extension of your client’s team is well and truly the greatest way to quickly build trust and in turn, quickly see great outcomes.

Organisation will be your best friend

Whilst the age-old debate of whether those inhouse are cut out for the pace of agency or not will likely continue on, there’s no questioning you will need to focus more of your energy into organisation.

Remember that you are essentially going from working on the equivalent of one supersized client to two, three, four, five and beyond, so organising your time and knowledge across a broader range of topics with naturally be a hurdle. Whether it’s lists, calendar blocks, a note pad or a full suite of software, make a decision, find a system and stick with it as quick as you can. The more you can leverage the tools around you to help break down each complex client into achievable goals and needs, the quicker you’ll arrive at the day where you just get the hang of it!

If you’re interested in hearing more about a career in PR, connect with our team of experts today, get in touch with our Communications Director, Laura Carlin via laura@sabio.com.au

There is literally nothing wrong with Comic Sans

The importance of typography in communication

Comic Sans.
It’s the font we all love to hate. But what if I told you Comic Sans was a well-designed and extensively thought-out typeface? See, for what it was originally designed for, Comic Sans is everything it’s supposed to be. It was decades of misuse that saw Comic Sans become the meme-worthy monster it is today.

Sabio News Banner

Comic Sans (CS) was originally designed in 1994 for a Beta version of ‘Microsoft Bob’. This software was designed to make early versions of Windows more user-friendly and approachable by changing the interface into a ‘house’, so your calendar was literally a calendar, files were folders on a table, and so on. As such little speech bubbles would popup and give users tips, however before the inception of CS these displayed in good ol’ Times New Roman. It was quickly decided that the speech bubbles needed to feature a friendlier font so, inspired by comic books littered throughout his office, Microsoft designer Vincent Connare set about creating one of the world’s most infamous fonts.

Rover From Microsoft Bob

Fun fact: Comic Sans was also designed to be easier to read for individuals with dyslexia.

For all intents and purposes, Comic Sans is a well-designed font that does exactly what it was created to do – when used as intended. Once it was released as a standard font in Windows 95, it all went downhill for poor, misunderstood and abused Comic Sans.

When used for a children’s fete poster there is nothing wrong with Comic SansFor the average punter this is perfectly acceptable use. It all fell apart for CS when people made the decision to use comic sans for formal applications. Below are some notable examples of extremely questionable Comic Sans moments:

The European Organisation for Nuclear Research presenting its discovery of the “God Particle” in a Comic Sans riddled PowerPoint presentation.

But what does any of this mean to you? -A rational person who knows better than to use Comic Sans in your capability statement. The saga of Comic Sans is a lesson that typography says the same about a message than the words alone do. Your font choices tell your message before the viewer has a chance to process the words written.

Here are some examples that show how important fonts are for communicating a brand’s message and personality. You’ll see that some are quite jarring, or just downright wrong.

Font Examples 01

This all seems fairly obvious, right? What happens when the ‘wrong’ choice isn’t quite so clear-cut? That’s where we, graphic designers, come in. Below are five examples of sans-serif fonts that are all appropriate in their own right; however they all possess subtle traits that convey an entirely different brand personality.

Font Examples 02

When you engage with a graphic designer you are enlisting the help of an expert in telling your brand story. In one instant, before even reading the name of your brand or any knowledge of what you do, what do you want people to know about your brand? Do you want people to know you’re the no-nonsense, trustworthy experts with 20 years of experience? Or do you want people to feel excited and energised by your fun, new, edgy brand? All of these things are taken into consideration throughout the concept development stage.

Are you ready to tell your brand story with no words at all? Ok, you might need to come up with a few – but direct those to our Creative Director, Bec Kowald and we’ll take care of the rest. bec@p4.com.au

In the meantime, take a moment to reconsider the use of Comic Sans.

Written by: Beth Ierino

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