• Google to put mobile first

    21 Oct 2016

    According to statista it’s projected there will be 4.77 billion mobile phone users worldwide by 2017. That’s 63% of the population. In the UK alone, 93% of adults own a mobile phone.

    And by 2017, two-thirds of mobile phone owners will use their phones to access the internet.

    So it’s no surprise that just last week Google announced it will be dividing its search index between mobile and desktop within the next few months. The mobile index will become the primary one, giving mobile users better and fresher content.

    Google mobile index

    How does this affect website owners?
    Put simply, if you don’t have a mobile friendly website you’re unlikely to have any visibility in Google in a few months time.

    What does a mobile friendly website look like?
    I wrote this blog article last year that explains what a mobile friendly website is and how to tell if you have one.

    angelfysh is the business of brand, marketing and design

    Get in touch if you’d like to explore developing a mobile friendly website for your business. Below are some examples of websites we’ve created for clients.

    Mobile friendly websites

    Thank you.

  • angelfysh Client Story: UltraMAP (two of two)

    12 Oct 2016

    UltraMAP has a great slogan.

    ‘Security in an Insecure World’ works because it is short and memorable, it is very current (it launched at a time when the world is feeling rather shaky!) and finally it undermines the competition and supports UltraMAP’s unique proposition at the same time.

    How to position yourself uniquely and undermine the enemy at the same time.
    UltraMAP is unique because they are the only one of their kind (the only brand in their category) that monitors 24/7. So this slogan highlights this unique aspect, plus shines a spotlight on that which is missing from the also-rans.

    Good adverts recommunicate this superiority and so attached to this blog there are four additional adverts to follow on from the four yesterday.

  • angelfysh Client Story: UltraMAP (one of two)

    11 Oct 2016

    UltraMAP came to angelfysh in 2016 with a fabulous offering and the green shoots of global recognition.

    Their business was quite new, the market was an emerging one and the opportunity was great.

    The website was newly launched, the logo was smart and fresh and the owners were, and are, totally clued-up.

    What they needed next was a brand.

    Sometimes doing things in an unusual order is just fine.
    Martin and Des’s business was over communicating.

    So marvellous is the offering and so detailed is the infrastructure that it is really hard to communicate what they are and do simply. And the more complicated a business communicates, the harder anything is to remember.

    So we dug deep with UltraMAP and created a detailed brand framework document. From that came a series of eight brand supportive adverts that we drip-dripped across three Social Media platforms and their blog.

    Done right; design and advertising follows brand

    You can see four of the advertising solutions at this blog. Four more will appear tomorrow.

  • angelfysh Client Story: Serious Engineering

    10 Oct 2016

    Royal Mail Engineering is a wonderful setup that makes some of Britain’s most iconic street furniture ever. Around the world, the Royal Mail Post Box in all its variations is instantly recognisable.

    Such high level metal fabrication expertise is of such value that the team decided to create a market-facing brand that would create an additional income stream for Royal Mail Engineering’s Metal Fabrication team.

    And Serious Engineering was born.

    The angelfysh way – the five step approach that works best

    The angelfysh way is to remove randomness from design and marketing by following our five step approach. So we started by looking at the organisational objectives for the in-house manufacturing facility. We identified five key organisational objectives and then moved on to brand.

    We developed a brand that stood the best chance of achieving the identified goals. A brand is nothing to do with what a business looks like of course, it is what the business internalises as its belief. It is its purpose.

    Dyson’s brand is not a five letter word; it is a promise of no loss of suction.
    Duracell’s brand is not a copper-topped battery, it is the promise that your things will last, ‘longer; much longer’.
    And the Lynx brand does not exist so that young boys will smell nice, it is so that they will be able to attract and seduce young ladies like they never could before!

    Brand is about perception, and making promises.

    The Marketing Strategy followed and so too did the carefully selected tactics that lived within the strategy.

    Lastly – design.

    What is normally first out there is last in here.

    In the world of angelfysh, design comes last. This can be quite disconcerting because design is tangible. It makes you feel safe because you can see it.

    Brands are invisible; they exist only in the mind of the consumer so it is scary to invest in brand, or indeed anything that you cannot see.

    But with no brand, there is no differentiation. No differentiation, no stand-out. And no stand out means that your targets don’t know why to use you over anyone else.

    So don’t miss the brand step out or every penny that you spend afterwards is at best sub-optimal or at worst damagingly wasteful.

  • angelfysh Client Story: SAFESOL

    07 Oct 2016

    SAFESOL’s Vicki is one of the cleverest specialists we have ever worked with.

    And as Vicki learned most of what she knows about chemicals from her dad, goodness knows what that makes him.

    The simplest questions are the best ones.

    SAFESOL is based in the North East of England and helps a number of different markets to benefit from its small but increasing range of market-specific and task-specific chemicals.

    SAFESOL is a small, friendly, approachable and knowledgeable business. But when we met them there was one thing that we just were not clear on. And because we didn’t know this, neither did their customers and prospective customers.

    SAFESOL’s range of chemicals is either developed by SAFESOL, or by third parties. The common theme with all of the chemicals on offer is that they are excellent! They do exactly what they are supposed to. SAFESOL are a ‘Do it once, do it right’ business.

    But when we met them it was not clear who chose who. It was not clear whether SAFESOL pre-filtered and chose whose chemicals to sell, or whether the chemicals company allowed SAFESOL to sell their ranges.

    And, at a brand level, this is important. So we asked the question.

    The littlest things make all the difference.

    It turns out that SAFESOL are extremely discerning. SAFESOL only stock and recommend what they believe is excellent. And we were so pleased by that.

    SAFESOL are not a distributor. They are discerning, demanding experts; they don’t develop or sell just anything which may get them the best margin.

    They only sell what they are proud to put their name on.

    Brand questions.

    This is an example of how operational, purchasing and decision making affect brand. Lots of marketing and design businesses see brand as what a business looks like. And it isn’t. It is what you stand for.

    SAFESOL is The Clever Little Chemicals Company, only content with solving customer’s problems. And now the world knows this, and that they are not just another distributor – they sell more.

    See. Simpler really is better.

  • angelfysh Client Story: Always Wear Red

    06 Oct 2016

    In February 2015, Michael had an idea for a fashion brand. One year later, to the day, the online store went live on February 14th 2016.

    Always Wear Red has clear organisational objectives. It wants to be the go-to brand on a global scale for red or part red accessories. This is because of the power of the colour and that that power means.
    Always Wear Red
    Red is the colour that is seen by the human eye before all others. This is because it has the longest wavelength.

    And it is the colour that is the greatest perception builder. It associates with power, status, intelligence, influence, sexuality, adventure and attractiveness.

    Such an interesting idea!

    Building the brand.

    But all of that is rather complicated.

    All great brands are simply constructed. And all great brands, as the great Simon Sinek tells us ask ‘why’ before ‘what’. Why is your purpose? And so Always Wear Red had to develop a brand purpose. One that was simple, memorable and ownable.

    And what’s more, it had to be connected not to what the business does, but to what the business does for the consumer. These are two different things.

    And so the brand purpose was born.

    What the brand does is create red or part red accessories from the world’s very, very best raw materials.

    What the business does for me is to give me the incredible feeling of confidence from knowing that I am seen first, that I am perceived positively and that I bought best.


    Most slogans are awful. That’s why people don’t bother with them.

    But CONFIDENCE IS A COLOUR is a good slogan. Alliterative, short enough to remember and it’s intriguing, too.

    Brand first. Marketing second.

    Marketing strategies and tactics cascade from brand and creative comes last. That’s how Always Wear Red has worked. The marketing is coherent because the brand keeps it that way. Everything feeds back to the brand promise of confidence.

    And surprise, surprise. If this brand is consistent is talking only about ‘confidence’, guess what it becomes famous for?

    The Always Wear Red online store is open now.

  • angelfysh Client Story: Virgin Money

    05 Oct 2016

    When Virgin Money was in the run-up to the launch of their current account in 2014, they came to angelfysh.

    Virgin chatted to angelfysh about recruitment of all things. Specifically, they chatted to angelfysh about how to gain insight into how industry superstars within their sector used the Internet as a recruitment tool.

    Then, they commissioned a report.

    The Virgin Money Conundrum

    Virgin is a wonderful brand.

    In our twenty-odd years of experience working with businesses and brands (and there have been many) Virgin is the brand that lives its values most accurately and consistently. And that’s hard!

    They are well known, global, distinct and – by all accounts – a pretty honourable bunch, too. So recruiting the best should be easy right? Well – yes and no.

    As part of our work gathering information relating to how the Internet is used as a recruitment tool both proactively and reactively by agencies and by client jobseekers, we unearthed some real surprises. And one such conundrum was how to attract the sectors’ most hard-nosed and reward sensitive bankers to Virgin’s warm and friendly brand.

    Thank goodness we have a team that understands brand! Marketing is important, but without a true understanding of how ‘true brands’ are created and interfaced with this world have been impossible.

    It was great to have been asked to help a brand that we hold in such high regard.

  • Duncan Bannatyne's 43 Business Mistakes...

    03 Oct 2016

    Last weekend I eventually made time and started reading a book I’d had sitting in my office for months… 43 Mistakes Businesses Make and how to avoid them by Duncan Bannatyne.

    43 Mistakes Businesses Make... and how to avoid them by Duncan Bannatyne

    I was 7 chapters in when my husband asked what I’d learnt so far. Well there’d been a few ‘raised eyebrow’ moments when I thought “Oh yeah that makes sense” but on the whole, up to now, I’m glad to say that what I’ve read I was already aware of. Meaning that I’m on the right track!

    It’s a great book and I recommend anyone in business read it. In fact there’s only ever been one other book that I could barely put down, For Richer, For Poorer: Confessions of a Player by Victoria Coren Mitchell.

    Thanks for reading.


  • Women in Business - Useful Twitter accounts to follow - Part 2

    30 Sep 2016

    This blog is part 2 of 2 listing some useful Twitter accounts to follow if you’re a women in business. You can see Part 1 here.

    Why not subscribe to the Twitter List I’ve created containing female entrepreneurs plus all of the Twitter accounts listed in this blog article.
    Women in business

    FemFessionals – The Twitter account for Femfessionals… Innovative Business Communities for Women. Over 46k followers.

    The Next Woman – Community of, and access to Investors, Entrepreneurs & Advisers for women. Over 34k followers.

    Lean In – Nonprofit founded by Sheryl Sandberg to empower all women to achieve their ambitions. Over 117k followers.

    Women Working – An online magazine and blog with daily career and lifestyle advice, multimedia content, and ways to connect. 144k followers.

    Women in Marketing – Recognising and celebrating Female Marketers. Follow us for news & event information. Over 8k followers.

    Mumpreneur – Mumpreneur UK is the UK’s biggest support network for business parents. Supporting and celebrating entrepreneurial parents since 2009. Over 40k followers.

    Women in Leadership – A community highlighting inspiring women, discussing how to get more women to the top & dissecting the future of business. Over 17k followers.

    Where Women Work – Finding brilliant women for exciting jobs at great companies globally. Over 3k followers.

    Women on Boards UKWOB UK has been established to improve the numbers of women on boards and in leadership roles across the United Kingdom. Over 14k followers.

    Women’s Entrepreneur – The Twitter account of Women’s Entrepreneurship Day. Over 27k followers.

    Thank you for reading. You can see Part 1 here.

    If you know of a Twitter channel that would inspire women in business please drop me a line and I’ll add it to the Women in Business Twitter List.


  • Women in Business - Useful Twitter accounts to follow - Part 1

    29 Sep 2016

    This blog is part 1 of 2 listing some useful Twitter accounts to follow if you’re a women in business.

    Feel free to follow the Twitter List I’ve created containing female entrepreneurs and all of the Twitter accounts listed in this blog article.
    Women in business
    Forbes Woman – For entrepreneurial and career-minded women who mean business. Over 281k followers.

    Women Entrepreneur – Part of the @Entrepreneur family, inspiring, informing and celebrating female entrepreneurs. Over 40k followers.

    Girls in Tech – Girls in Tech is a global non-profit focused on the engagement, education and empowerment of women in technology and entrepreneurship. Over 37k followers.

    Women’s Prospects – A platform for female entrepreneurs & business owners. Empowering women to turn their business ideas into reality. Over 22k followers.

    Women Who Code – Dedicated to inspiring women to excel in technology careers. 43k followers.

    She Knows – Women inspiring women. Over 45k followers.

    Women in Technology – A group for women working in IT. Helping women achieve career success in tech. Over 55k followers.

    First Women – Twitter account of the First Women Awards. Focused on senior-level business women and professionals. Small number of followers but growing.

    Leaders in Heels – Inspiring women in business and women entrepreneurs to create fabulous careers and lives. Over 16k followers.

    Board Ready Women – Working with Europe’s boards, leaders, directors, governors and trustees; preparing, empowering and networking women in our boardrooms. Over 4k followers.

    Visible Women – Where young women meet female role models & mentors in male dominated industries. Over 4k followers.

    Thank you for reading. Part 2 coming next week.

    If you know of a Twitter channel that would inspire women in business please drop me a line and I’ll add it to the Women in Business Twitter List.


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