Why your blue brand is bland

We live in the communications age now – like it or not. All day, everyday, we react to masses of information all around us – on the train, on the street, in the papers, at work, in front of the TV. What’s more, we are all becoming more sophisticated and more critical. We recognise and react positively to communication that is sharp, clever or funny and quickly dismiss things that are dull, repetitive or just plain ugly.

In this information age, not communicating or communicating badly tells its own story.

If you walk into a company’s reception and it’s a complete mess, last decorated in 1985, it tends to colour your whole impression of that business. The same goes for a firm’s website.

The Oxbridge myth

Project management and cost consulting are serious activities where people are wary of appearing lightweight. There’s sometimes a sense that communications or branding are the domain of architects or slick developers. There is the view that, like Oxford or Cambridge University of old, there is value in making the minimum effort to attract customers.

In the multi-media age, that approach no longer works. Where once Oxford University thought a black and white pamphlet was quietly distinguished and reflective of their status, they now produce prospectuses that are the biggest and best in the further education sector.

Being ultra-conservative or making the minimum effort doesn’t make you look weighty or professional, just dull and tired.

It’s not all about logos...

Or flash, animated websites or glossy brochures. Those things can be just window dressing.

Good communication is about effective story-telling. It’s about engaging with people and getting across the things they really need to know about your business with precision, clarity and impact. It’s about telling your story consistently so people remember it. It’s also about finding those things that mark you out as different.

In the QS/project management sector there’s a lot of ‘me too’ communications that tell the story of a business that is quietly innovative (genuine innovation is scary), client focused, responsible, experienced, knowledgeable, integrated and professional.

All these things are worthy. They are also 100% expected. To make an impact they need to be allied with something special and differentiating – an exciting proposition that lies at the heart of everything you do.

You too?

If you work in the QS/project management sector, you will find yourself up against competitors whose communications can be characterised as sound but seldom inspiring. Key weaknesses include:

• The ‘me too’ approach outlined above that ticks the right boxes but excites no one

• An over-reliance on credentials rather than defining stories – a track record of big projects may get you to the table but it’s solving challenging problems that sets people apart

• A lack of ideas, insight and opinion. Are you setting the agenda or following the crowd?

In the QS sector there is a prevalence of dark blue. Think about how a highly respected and quite conservative brand like The Economist uses colour and you can see that the world doesn’t have to be navy

• Little sense of the people behind the businesses in a sector where, according to leading client Land Securities’ Steve McGuckin, “people are the only real asset”

• Scant attempt to address the needs for different audiences – graduate recruits require a different approach than corporate clients, for example.

And visually...

The ‘me too’ approach is equally apparent in the appearance of communications and branding in the QS/project management sector.

There is a prevalence of dark blue across everything. Think about how quite a conservative brand like The Economist uses colour and you can see that the world doesn’t have to be navy. Other weaknesses include:

• Too many words

• Not enough clear messages

• Too many small pictures of big buildings

• Not enough strong images showing benefits to real people

• A tendency to jazz up websites with flash animation to portray a high-tech approach

• Little thought about using the web in a way that’s really innovative.

Sexing-up or shaping-up?

Effective communication and strong branding in the QS/project management sector is not about sexing things up or superficial repackaging of your business offer. It is about trying to tell your story in a way that reflects what it is that makes your company worth doing business with. To do that you need to be clear about:

• Who you are and where you are trying to go (your vision)

• What you want to say (your message)

• Why that matters and is differentiating (your proposition).

It sounds simple but surprisingly few people work from these first principles. The result? A world of navy blue and a host of businesses that are failing to maximise good communication to take their business forward.