Leading up to the opening of their brand-new Cinnaholic franchise in downtown Oakville, Vikasni and Atheindhar reached out to Pink Palm MarCom for PR support. The goal? Create a promotional plan for the mouth-watering grand opening weekend event – which took place at the end of May 2022.
Among the PR efforts led by Pink Palm MarCom:
Writing and distribution of a news release that was sent to a targeted media list
Handling influencer relations and managing giveaways
Partnering with the Humane Society of Oakville and Milton on their annual Mission Pawsible campaign to leverage brand awareness
Compiling a post-event media coverage report that provided insight into the reach of our PR activities
A VIP night was held the night before opening, where influencers, local councillors and the Regional Chair attended a tasting and get some buzz going for the new location.
If you’re looking for plant-based dessert options – look no further. We highly recommend you try out the gourmet vegan bakery chain if you aren’t familiar with it! All their delicious treats are dairy-free, lactose-free, egg-free and cholesterol-free.
Body by Jill owner Jill Akerfeldt needed a brand refresh and new website to keep up with her thriving virtual fitness business.
What differentiates Jill from the rest? She not only helps people of all ages and abilities reach their fitness goals in the safety and comfort of their own home, but she makes sure everyone has a great time while doing it (seriously – check out her testimonials section)!
When designing the website, we wanted to make sure that it was easy to navigate for clients and easy to update for Jill as she has a full schedule.
Cinnaholic franchisees Allan and Kenia came to Pink Palm MarCom in fall 2021 for support with the opening of their brand-new location in Toronto’s High Park neighbourhood. Specifically, they were looking for public relations support for their grand opening weekend – which took place mid-December 2021.
If you’re not familiar with the gourmet vegan bakery chain, we highly recommend you try them! Their mouth watering goods are animal-free and free of dairy, lactose, eggs and cholesterol.
Whether you are starting a new business or rebranding an existing one, finding colours to fit your brand’s personality is an important step in the branding process.
In most cases, the colour palette you use for your brand identity is just as important as using the right language.
Understanding colour theory is essential for the success of your brand. The colours you use affect how your brand is perceived and can provoke emotional cues from your audience.
What is colour theory?
Colour theory, also referred to as colour psychology, is the study of colour choice and its impact on emotions and behaviours. In marketing and branding specifically, colour theory revolves around consumers and their impression of a brand depending on the colours that are used.
Defining your brand identity
One of the first steps to building your brand will be determining your brand identity!
When you define your brand’s personality and narrow down what you are trying to communicate, choosing the colours that best represent your brand will come quickly.
Are you creating a brand that is playful or serious? Youthful or mature? Luxurious or affordable?
There are so many things you should ask yourself when defining your brand identity!
By determining your brand’s personality, you can better establish a colour palette that best fits what you are trying to communicate to your audience.
Using your branding colours
Consistency and repetition are key when it comes to using the brand colours you have decided on.
You’ll want to use the colours you have chosen for your logo, website and any advertisements you may make. If you are selling a product and open a storefront, it is also important to showcase your colours around the store as well.
By consistently using the same colours, you strengthen your brand identity and your audience will begin associating your brand with those colours.
Meaning of Branding Colours
Whether we like it or not, emotions are extremely powerful and can drive decision-making. While branding, consider how your brand will be perceived and what emotions you want to provoke from your audience.
After determining your brand’s personality, choose colours that hold the same or similar emotions.
Red – Power, passion, heat, danger, excitement, action
At the end of the day, there is no right or wrong way to pick your branding colour palette!
Personal experiences, cultural differences, age and gender can alter the effect that colours have on an individual. While it is important to keep in mind the research behind specific colours and the corresponding emotions, there is no concrete rules for choosing your brand colours.
Find something that works for you and your brand. Colour psychology is based on emotional connection to colours, so don’t forget to consider your own feelings when deciding on your brand colours.
I usually am not one to jump at being in front of a camera, so I was extremely nervous at the thought of being front and centre during a personal branding photoshoot. However, I know how important it is to be visible as the face behind a brand, and I was excited to have professional photos for my new website, LinkedIn and social media platforms.
Before the photo shoot, I took some time to pin inspo photos to a Pinterest board to get ideas for hair and makeup, outfits, props and posing. It was a great way to calm some of my nerves and know what to expect before the photoshoot.
Finding a location for the shoot was extremely easy! The Glasshouse Studios has several beautiful rooms that can fit any brand vision. Since I was looking for something bright and airy with more of a contemporary feel, I went with the Amalia studio.
When I arrived at the studio, I was immediately welcomed by the amazing photographer Josie Cipriano. We sat down and chatted for a few minutes while I waited to get the day started with hair and makeup. We took a small tour of the studio space so I had a chance to see where I would be getting my photos taken and to let me know what I should expect during the shoot.
Before getting any photos taken, I was lucky enough to get my hair and makeup done by Valeria Nova. Like I said, I’m not necessarily one that would be in front of the camera, so getting my hair and makeup done wasn’t something I was used to. Val took some time before starting to look at my Pinterest board and see what I had envisioned for my brand.
Once I changed into my first outfit and was ready to go, we started shooting the first set of photos. I knew that I wanted some looks to be more professional for me to use as I start my career in Public Relations and some to be more casual for my website branding.
I started feeling way more comfortable having my picture taken as the shoot went on. I loved having Josie’s advice on what outfits would look best and what poses would look most casual in photos.
Josie exceeded my expectations, and I can’t wait to get the images back! With over 100 photos taken, I easily had content that I could use across all of my social media platforms and website for months. We took some photos with space for text to be included, professional headshots I could use for work and casual shots for Instagram!
– Rebecca Pilkey is a Junior PR Specialist with Pink Palm MarCom
Clubhouse is the newest social media app that everyone is talking about – but how can it be used to build your network?
The new app is an invite-only, voice-based platform that allows users to join live conversations with almost no topic off-limits. Clubhouse offers a space for users to network with industry experts and other members with similar interests.
When it comes to social media apps, most people immediately think of Twitter, Instagram or Facebook. These apps focus on users posting their thoughts or photos, while other users can then like and comment on these posts.
Clubhouse takes a different approach when it comes to how users communicate with each other. The app is designed to be similar to a podcast where users can share their thoughts using their own voices. Other users can then jump into the conversations in real-time, sharing their views and opinions.
Right now, the app is still in “beta testing mode,” which means users will have to secure an invite before they can attend any of the live chats. However, if you want to secure a username, you can still download the app, pick a username and get on the waitlist.
Getting Started on Clubhouse
You’ll want to start by setting up your profile after securing your invite.
Unlike other social media platforms, Clubhouse doesn’t limit the number of characters you use when writing your bio, so you can be as creative as you would like. Your bio will catch the attention of other users and will determine if they will want to connect with you.
Don’t forget to link your Twitter and Instagram to your account as well!
Before you jump into an active “room,” be sure to customize what you will see in your “hallway” by selecting topics from the “interests” page.
Clubhouse will use the interests you select to suggest rooms and people to follow based on your choices.
On the “interests” page, you will find several topics broken down into categories. These categories include wellness, identity, entertainment, and so many more. The topics you select will customize your “hallway” and find chats that fit your interests.
You don’t need to be picky with your selections since there is no limit to the number of topics you choose!
After personalizing your profile, you can head over to your “hallway” and check out the live “rooms” that fit into your interests.
If you are looking to find conversations happening at a later time, you can look at the calendar icon to add a chat to your schedule.
A room is essentially a seminar with speakers and a muted audience. As you enter a room, you will automatically be muted. However, you have the opportunity to ask a question by selecting the “raise hand” icon. Moderators will then be notified and can decide to unmute you.
All users in the platform have the opportunity to start their own conversations by creating a room.
Making a Meaningful Connection
After setting up your profile, selecting your interests and browsing through live rooms, it’s time to start building your network.
Making yourself visible is key to building your network on any platform, and Clubhouse is no different. While jumping into a room and being a member of the audience is a great way to learn from speakers, getting yourself involved in conversations allows people to get to know you.
Rooms are a great way to meet new friends and connect with new people around the world! Clubhouse has created an environment that allows for respectful debates, asking questions and open conversations between all users.
When you listen to a speaker, and they share something that sparks your interest, send them a direct message to let them know! This can be a great conversation starter and will help them remember you.
The best way to make yourself visible is by hosting a room. When you host a room, you are front and centre, sharing your own opinions on topics. Once you start sharing your opinion, listeners will connect with you on Clubhouse and your other linked platforms to send you direct messages.
If you are still unsure about starting your own room, start raising your hand during a live chat and insert yourself into the discussion. Whether you agree with another speaker or want to ask them a question, your comment may be a starting point for your new connections.
Is Clubhouse Right for You?
Like many other social media platforms, learning how to utilize its functions took time and getting used to in the beginning.
Clubhouse is still ironing out the edges with its most recent topic of discussion to find a way to keep its users safe from harassment and bullying. While the creators have built a platform that allows users to have open conversations, the lack of moderation control can be a cause for concern for some businesses.
While the app is still in its beginning stages and continues to evolve, Clubhouse serves as a great platform to build connections with those in your industry or who have similar interests to you. Ultimately, depending on your industry and individual goals, your experience on Clubhouse may vary from other users.
When used correctly, Clubhouse can help creators and brands to build a substantial audience. Overall, the ability to have direct conversations with a group of people from all walks of life directly impacts your network.
If you’re looking for a platform to have meaningful, real-time discussions, Clubhouse might be the right fit for you!
Don’t forget to secure your username while you wait on that coveted invite that will eventually come your way!
– Rebecca Pilkey is a Junior PR Specialist with Pink Palm MarCom