10 Rules for Requirements Management Mastery

Requirements management mastery is a process of ensuring that the goals of any project or endeavour are successfully realised, are timely and that waste, avoidable redundancy and “feature creep” are eliminated. Managing the requirements of any project throughout the lifecycle of that project is essential to save time, money, effort, resources and successfully arrive at the business goal.  For this reason, requirements management mastery must be a key focus of all projects.

Following the steps ahead, any project will stay on track, save money and deliver what the client needs as the process itself ensures that outcome. Requirements management mastery is a goal that your business will thrive from.

Rule One: Design the Requirements to be of Most Use

Ensure that all requirements derived from the client are SMART:

        1. Specific
        2. Measurable
        3. Attainable
        4. Realisable
        5. Traceable

 

Rule Two: Manage the Requirements

Identifying the user’s needs, through user’s needs statements which are then processed to be Specific, Measurable, Attainable, Realistic and Traceable, are used to create user requirements, then system requirements should be developed from these user requirements. These ought to be linked to maintain full traceability and coverage throughout the project lifecycle and store all the requirements in a central requirements repository. Cradle is designed from the ground up to manage all requirements with full coverage and traceability, end-to-end, backwards and forwards through its unique transitive linking mechanism for full traceability and coverage from every requirement to every outcome, and from every outcome back to every requirement.

Rule Three: Ensure Constraints are Accounted for

Non functional and non system requirements such as for legal or regulatory compliance must be accounted for and this is useful for ensuring quality is maintained and indeed, built into the system.

Rule Four: Model Requirements

Various modelling tools (built into Cradle) are very useful for understanding requirements in a broader and more understandable way. It can reduce ambiguity and create a much better understanding of how requirements can be achieved.

Step 5: Test Requirements

Ensure that requirements can be tested, through test cases, tests, test results all linked transitively back to the requirements being tested. Cradle’s TEST module (Test, Execution & Recording (TER)) allows you to directly link Test Cases to your requirements, needs, or design elements. You can then define Test Plans and Test Executions to group and run these tests and the tool will record the Test Results against each Test Step.

Gathering requirements
Requirements management mastery

Rule Six: Be Aware of Business Needs

By analysing business needs, requirements can be optimised to ensure that essential stakeholders are made aware of opportunities to enhance the business and improve innovation.

Rule Seven: Ensure that Changes are Controlled

During any project lifecycle, changes occur which impact requirements. Having tools that manage those changes, tracks them through full traceability and coverage and notifies stakeholders of which parts of the project are impacted by those changes, gives the business a clear advantage, reducing errors, saving time and lots of money.

Rule Eight: Monitor and Track Metrics and Trends

Make use of Cradle to ensure that metrics are identified and learned from. Continuous improvement in requirements definitions and utility leads to better implementation.

Rule Nine: Keep a Repository of Good Requirements

Ensure that a repository of requirements is stored for future analysis and learning. These can be reused or used as templates in the future. Especially non-functional requirements relating to compliance with government or legal standards.

Rule Ten: Ensure that Requirements are Reused

Save time, money and effort by reusing requirements that are still useful. Why re-invent the wheel? Requirements that have been used before will hold useful lessons. Were they changed, amended? Why? What was learnt? Cradle’s Adaptations for reusability is very useful here.

 

 

Why is Requirements Management Essential for your Business?

Why is Requirements Management Essential for your Business?

Imagine you are renovating an old live-aboard boat. You have to ensure that the hull is sound and has no leaks. That the ballast is in the correct place to keep the vessel balanced, you need to upgrade the plumbing, the electric circuits, the gas installations, all whilst designing the living quarters, the saloon, the galley, bathroom and bedrooms.

There are many interesting videos on YouTube created by people doing precisely that and what stands out most, is that none of their original plans survive first contact with reality. Discovering that the constraints of the boat safety certificate means that they must have a specific number of brackets per foot for gas pipelines, or cost of materials suddenly rising threefold mid-renovation, or discovering that fittings simply will not fit where they require them, means mid refit changes to their plans. Buying a water pump for waste water, only to discover the inlet and outlet are different sizes, requires buying new adapters or pipes.  Often this means waiting longer for parts to be delivered before a task can be completed and the budget rising.

Each of the areas of the boat to be renovated is a requirement. How many leisure batteries do you need? Without doing a power audit, and knowing the full wattage of all your electrical equipment, that is guesswork. You do not want to be out on a month’s cruise, only to discover that your washing machine will not work due to inadequate electrical supply, so creating a set of fully researched requirements, and how those requirements will be met, is essential to a successful renovation.

Narrowboat Cruising
Requirements Management for Narrowboat Cruising

The same problems arise when renovating cars, houses or anything that requires a multitude of interconnecting and inter-dependent parts. Often A cannot be completed until B is completed, then whilst completing B one discovers that C, D and E are needed too, but they cannot be completed until A is completed. Around in circles one goes, spending ever more time and money until the project fails and has to be sold off for someone else to attempt to fix it.

Achieving and maintaining control over all the requirements is even more essential in business. Every project your business undertakes, requires analysis, design, implementation and testing phases. Without having a firm understanding of each and every requirement within that analysis, unplanned, forced changes will have a dramatic effect upon timescales, deliverability, functionality and costs. It can be the difference between a successful project and total failure.

The cost of a project requires a deep, granular level of understanding of exactly, in detail, every requirement of that project. It is necessary to know how each requirement will be satisfied and implemented, how much it will cost, how long it will take and a risk register for if any of those requirements cannot be met within the project plan. It also requires knowledge of how such a requirement can be changed during the project, what impact that change will have upon other parts of the project and how much time and money it requires to implement that change.

Requirements Management is the Key to Unlocking Success in all Projects

Requirements management is the key to unlocking success in all projects.
Requirements management is the key to unlocking success in all projects.

Not only does having a full requirements management system allow your business to ensure that all requirements are identified, assessed, agreed, costed, time allocated, tested, implemented, tested again and signed off, it also gives you magical powers when changes to requirements are forced upon you. A fully integrated requirements management plan within a project plan, that includes full coverage and traceability, backwards and forwards, with transitive linking, gives you magical powers to see, at any point in the full project, the status of all requirements at any point in time, but which functions, objects or other parts of the project have crept in, for which there is no requirement at all, exposing the project to unnecessary risk, cost and problems. Why are you spending time and money on something that is not required?

But the client keeps changing their mind…  It is a very common problem. As a project progresses, the client comes back with changes. Regulations change, requirements change, personnel change. This cannot be prevented, sadly, but what this means is that you have an opportunity to see very quickly what impacts such changes will have upon all areas of the project.

How can someone magically know which parts of a project are impacted with changes in requirements?

Cradle provides a fully integrated requirements management system within a full lifecycle product. One product that supports your entire systems engineering lifecycle. Cradle covers everything from initial requirements gathering, through analysis, design, testing, implementation with full baselining. Cradle is designed to control many variants and projects, with full traceability and coverage, end-to-end with unique transitive linking. This grants you full and complete control over every requirement at every point in the project and gifts you the ability to see how every part of the project can link back to any requirement, and if any requirement changes, to see what effects that has on other parts of the project and to see if any part of your project is NOT linked to any requirement and is therefore redundant effort and expense.

3SL Cradle - From Concept to Creation
3SL Cradle

Always in control, always on top of every part of your project at all times.  Do not be the person who has to sell up, because requirements spiraled out of control and the project failed.

March 2022 – Newsletter

Cn yuo raed this sentnce?

Most English native readers will understand the text above. Although we must admit it is fairly atrocious.  We are so used to reading context, that even when letters are missing or transposed we still understand. Sometimes [sic ]don’t even notice the errors. We have come acustomed [sic] to our browsers and text document processors telling us the spelling of a word is not recognised. However, unless there is some form of context processing too, a smelling [sic] mistake would get through even if a sbelling [sic] mistake was highlighted.

Proof

EV Charging point too low based on Photo by Ed Harvey from Pexels
1m not 1mm high

March the 8th recognised proof reading day, which may be a delight for the pedants among or is that amongst us. However, it does highlight the importance of peer review.  Proof reading is generally defined as “a process of finding and correcting textual mistakes before it is published” Elements that are easily overlooked when you read information back to yourself are often picked out faster by another. You “know” what you intended to write, and the human brain is very good at telling you that’s what is on the page.

Typos

It may be blatantly obvious you meant the EV socket was to be placed 1m from the floor but that extra ‘m‘ that remained in your text was a typo. Now no one can plug their car into the socket that is 1mm from the floor. You would hope the contractor would question this. However, not all errors are as obvious, incorrectly specifying a tolerance of 0.01mm or 0.1mm could either mean some costly but unnecessary machining, or components that don’t fit depending on the use case.   Language semantics can also get in the way of clear communication. Peers are likely to question whether you really wanted to separate those who may consider cannibalism;  “To avoid smells, the train buffet service should segregate eating passengers”. Whilst in reality it is unlikely to be misconstrued, it may show a less than professional approach to your stakeholders especially in a presentation  or final review.

Discussions

In Cradle we have covered the benefits of reviews and formal base-lining. However we also advocate the use of Discussions as a method of reviewing and recording comments and notes.

Checkers

Cradle supports a Conformance Checker to examine the correctness of requirements against a set of language / semantic checks. If you have ToolSuite you can also access a SpellChecker to examine your item’s text.

Training

Cradle Online Training
Online Cradle Training

Don’t forget to book to ensure your place on the courses in the 2022 Public training course calendar  . If you have questions or want tailored or on-site courses please contact salesdetails@threesl.com

ISO9001

UKAS ISO9001 Mark 3SL Certificate 16926 (Thumb)
3SL Certificate Number 16926 ISO 9001

3SL are proud to announce their third year recertification for ISO9001. The team working with the audit  said we passed with flying colours and there were no non-conformances. This is a testimony to all who have helped throughout the year improving and recording our processes.

The ISO says of the scheme

ISO 9001 sets out the criteria for a quality management system and is the only standard in the family that can be certified to (although this is not a requirement). It can be used by any organization, large or small, regardless of its field of activity. In fact, there are over one million companies and organizations in over 170 countries certified to ISO 9001.
This standard is based on a number of quality management principles including a strong customer focus, the motivation and implication of top management, the process approach and continual improvement. These principles are explained in more detail in ISO’s quality management principles. Using ISO 9001 helps ensure that customers get consistent, good-quality products and services, which in turn brings many business benefits.”[1]

Social Media

Twitter

ZF Group Tweet Feb 2022 Torque
ZF Group Tweet Feb 2022

We looked at the steep increase ZF Group have seen in torques that generation chains need to handle as wind turbines increase in size.

We also decided whilst there is a time for pancakes the time line of cooking them may not be suited to SysML modelling 😉

YouTube

Cradle Frame Storage mechanisms
Frame Data Storage

Did you know you can store your data in Cradle in several ways? In the database, in a file, as a reference or retrieve it by command? Why not take a peek at the possibilities.

 

 

 


[1]The ISO9000 scheme

Updated 31/03/2022 – UKAS Logo latest DESIGN

February 2022 – Newsletter

Love, Reign and Stormy Weather

Love

#LoveEngineering Valentine heartFebruary the month of Saint Valentine, according to Wikipedia a 3rd-century Roman saint. The tails of his beheading as a martyr and the distribution of his bones are quite horrific.  A far cry from the modern celebration. It wasn’t until around the 14th century that he became associated as the patron saint of lovers. Apparently this was greatly promoted by the writings of Chaucer. Quite an achievement in reuse and adaptation!

Reign

Film Camera
Film Camera

This month also saw Her Majesty The Queen celebrate 70 years on the throne. The first British Monarch to celebrate a Platinum Jubilee, she will have seen many technological advances and changes during her time on the throne.  To illustrate the pace of progress think about a camera. During her coronation she may have been photographed by one of the first Polaroid instant cameras. In the 70s one of the first point and shoot cameras would have been the order of the day. On engagements in the 80’s one of the first digital cameras or a disposable camera could have been used, and in the 00’s snaps on phones would be the norm.

Storm

Stormy Sea Walney 2014
Storm

Naming storms is apparently a way to make things more memorable. A number or identifier is easy to forget. However,  many people will remember whether it was Storm Dudley or Eunice that felled the tree in their garden.

In conclusion, with tortuous metaphor bending…..

    • We Love engineering, we actively promote the concept of reuse and Adaptation.
    • We would encourage you to support an iterative and baselined design process, building on and improving the previous version whilst retaining traceability.
    • Cradle supports IDs, Names, Groups, and Comments for all item types. Making sure you use all these nomenclatures will aid you finding, discussing or grouping your requirement and design assets. After all would you rather query on ID343 or “Surface finish” ?

Training

Cradle Online Training
Online Cradle Training

The 2022 Public training course calendar has now been released. This has courses covering the main functions of Cradle. It is ideal if you are on-boarding new staff, or  are just new to Cradle. These online courses are tutor led so there is full interactivity and ability to ask questions. You’ll also be able to benefit from the questions and experience of other candidates.

These public courses are in addition to our individual company offerings. If your company has a large number of trainees for instance, or wants on-site training we will put on a separate course. Additionally if you need a course tailoring to your industry/implementation you should contact salesdetails@threesl.com

INCOSE Systems Engineering Tools Database

3SL has registered as a SETDB vendor with INCOSE

INCOSE SETDB Systems Engineering Tools Database
INCOSE SETDB

INCOSE have updated their vendor tool listings with a new database, the Systems Engineering Tools Database (SETDB). We have fully updated our entry and system engineers can search the database with their INCOSE membership, or an SETDB membership through systemsengineeringtools.com.

We are listed under 3SL and Cradle and our competencies listed in all available categories within their database.  This will be added to as they further update their database capabilities.

Social Media

Twitter

Northrop Grumman Tweet Feb 2022Hydroponics in space
Northrop Grumman Hydroponics

We wondered just how a seedling will function in space. Without gravity how will it grow up? Its leaves will be able to grow towards a light, but at the time of sprouting, which way will the root grow? All vital information, being worked on by @NorthropGrumman  if we are to grow crop resources in space.

Love is in the air we tweeted a Valentine message and reminded you that we use the hashtag #LoveEngineering to retweet and highlight stories from our customers and general engineering accomplishments. Why not join us in promoting good engineering stories?

Plimsoll Line Illustration
Plimsoll Line

We also noted that Samuel Plimsoll was to be congratulated on developing the simple safe load ship markings. This used the engineering principle of displacement in different salinity.  Mistakenly we thought this had nothing to do with the deck shoes of the same name, thanks to one eagle eyed reader. They pointed out “Plimsolls, the shoes, were named in his honour in 1876 (when his whistleblowing campaign for a loadline had made him a household name) by a sales rep for the Liverpool Rubber Company, because, being canvas above and rubber underneath, the shoes could only be safely immersed in water up to a certain point – like a merchant ship. ”

YouTube

Maximise your productivity with Cradle training
Maximise Productivity

You’ll have read that the new Public Training Calendar has been released.  Just to emphasise the benefits of training, for those that like something a little more visual (to send to their boss maybe), here’s our mini promo.

 

Public Online Training Course – Document Publisher October 2022

Document Publisher October 17th – 20th 2022

The second scheduled publishing course of 2022. Cradle report creation training – Document Publisher October 2022 course.

“Once you have managed your requirements and development, producing a comprehensive report, automatically based directly on the project data, provides an essential deliverable”

Cradle Online Course based on Photo by Andrew Neel from Pexels
Online Course

Businesses that have Cradle for their Requirements Management or Systems Engineering process can benefit from additional Cradle tools.

Document Publisher is a Windows® based publishing tool that allows professional documentation to be produced directly from the data within your project’s database. Fully understanding how to configure templates and data manipulation will offer the best output for you to provide to your stakeholders and customers, regulators and other interested parties.

Public Document Publisher Course October 2022

Often the document production task is run by an individual or a very small team. Therefore, this public online course will offer a cost effective way of providing training. You’ll benefit from all the normal learning, but will have the chance to network and share with other virtual attendees from other industries. However, if you have a larger team courses can be tailored and held at your premises / virtually depending on restrictions and requirements at a date and time to suit see here. This will be conducted over four ½ days.

Details:

DateSubjectVenueCostPre-RequisitesProvision
October 17th – 20thDocument PublisherOnline learning tutored course.
4 * ½ days.
£570+VATPC/Laptop – internet browser & Cradle installed **Soft copy course materials, and printed certificate

If you would like to be kept in touch with the details for this Training Course – Document Publisher October 2022 please send an email to salesdetails@threesl.com

Buy Now

All courses are available for direct purchase online.

Continue reading “Public Online Training Course – Document Publisher October 2022”

Public Online Training Course – Project Administration April 2022

Project Administration 20th-21st April 2022

Learn how to setup and manage projects to provide the best base for your users with this year’s – Project Administration April 2022 course.

“A great opportunity for project managers to understand their schemas”

Cradle Online Course based on Photo by Andrew Neel from Pexels
Online Project Administration Course

Businesses that have selected Cradle for their Requirements Management or Systems Engineering process can benefit from an in depth understanding on managing their installation.

Project Administration Course 20th to 21st April 2022

“The Project Administration course is designed for project team leaders or managers who administer and manage Cradle projects. It will cover user and project administration. It will also include setting up project schemas helping your users to hit the ground running. Most industries have only a few people that act as project administrators, therefore the public course is ideal. However, if you have a larger team or wish to cover multiple topics, courses can be tailored and held at your premises / virtually depending on restrictions and requirements or online at a date and time to suit” see here.

Details:

DateSubjectVenueCostPre-RequisitesProvision
April 20th – 21st 2022Project AdministrationOnline learning tutored course.
2 * ½ days.
£285+VATPC/Laptop – internet browser & Cradle installed **Soft copy course materials, and printed certificate

If you would like to be kept in touch with the details for this Training Course – Project Administration April 20th – 21st 2022 please send an email to salesdetails@threesl.com

Buy Now

All courses are available for direct purchase online.

Continue reading “Public Online Training Course – Project Administration April 2022”

Public Online Training Course – Document Publisher March 2022

Document Publisher March 21st – 24th 2022

Make your output shine with the first publishing course of 2022. Cradle report creation training – Document Publisher March 2022 course.

“Once you have managed your requirements and development, producing a comprehensive report, automatically based directly on the project data, provides an essential deliverable”

Cradle Online Course based on Photo by Andrew Neel from Pexels
Online Course

Businesses that have Cradle for their Requirements Management or Systems Engineering process can benefit from additional Cradle tools.

Document Publisher is a Windows® based publishing tool that allows professional documentation to be produced directly from the data within your project’s database. Fully understanding how to configure templates and data manipulation will offer the best output for you to provide to your stakeholders and customers, regulators and other interested parties.

Public Document Publisher Course March 2022

Often the document production task is run by an individual or a very small team. Therefore, this public online course will offer a cost effective way of providing training. You’ll benefit from all the normal learning, but will have the chance to network and share with other virtual attendees from other industries. However, if you have a larger team courses can be tailored and held at your premises / virtually depending on restrictions and requirements at a date and time to suit see here. This will be conducted over four ½ days.

Details:

DateSubjectVenueCostPre-RequisitesProvision
March 21st – 24thDocument PublisherOnline learning tutored course.
4 * ½ days.
£570+VATPC/Laptop – internet browser & Cradle installed **Soft copy course materials, and printed certificate

If you would like to be kept in touch with the details for this Training Course – Document Publisher March 2022 please send an email to salesdetails@threesl.com

Buy Now

All courses are available for direct purchase online.

Continue reading “Public Online Training Course – Document Publisher March 2022”

Public Online Training Course – Requirements Management November 2022

Requirements Management November 21st to 24th 2022

The third RM training this year is – Requirements Management November course.

“A great opportunity for small teams, or a couple of new team members to get started with RM and Cradle”

Cradle Online Course based on Photo by Andrew Neel from Pexels
Online Course

Businesses that are introducing Cradle and full Requirements Management processes into their operations, can book training for all aspects of the roll-out, from the basics through to specialist administration courses – See here. These courses are tailored and held at your premises / virtually depending on restrictions and requirements and are ideal for getting a team up and running.

Public Requirements Management November 21st to 24th 2022

If, however, you have one or two people new to a project or only have a very small team, this may not be a viable solution. With 3SL’s public online courses, you’ll benefit from all the normal learning, but will have the chance to network and share with other virtual attendees from other industries. This can be a cost effective solution to get you up to speed with Cradle and Requirements Management.

Details:

DateSubjectVenueCostPre-RequisitesProvision
November 21st to 24th 2022Requirements ManagementOnline learning tutored course.
4 * ½ days.
£570+VATPC/Laptop – internet browser & Cradle installed **Soft copy course materials, and printed certificate

If you would like to be kept in touch with the details for this Training Course – Requirements Management November 2022 please send an email to salesdetails@threesl.com

Buy Now

All courses are available for direct purchase online.

Other Dates and Courses:

For details of other courses on offer this year please see our 2022 training calendar.

Continue reading “Public Online Training Course – Requirements Management November 2022”

Cradle Public Training Courses 2022

Training Course Dates for 2022

3SL are offering a number of Cradle public training courses in 2022.

Cradle Online Training
Online Cradle Training

Public courses are ideal for companies;

    • with a small number of candidates
    • starting using Cradle but not needing an industry tailored course
    • using more advanced features

These courses are an alternative to the tailored, industry/implementation specific consultancy and training offered by 3SL. This makes for a cost effective solution, where you’ll benefit from all the normal learning, with the advantage that a public course will have the chance to network and share with other virtual attendees from other industries.

Following feedback our online courses have been split into smaller part day sections. (a two day course will now be delivered over four ½ days). This will allow candidates a longer break from training screens and more of an opportunity to put in practice some of the topics covered. When returning to the following session any questions can then be resolved.

This calendar is subject to change. Courses may be added removed or altered depending on demand. Booking will become available through the website shop for credit/debit card transactions prior to each course. For purchase orders and transfer payments please contact 3SL.

Details:

 

DateSubjectVenueCostDetails
March – 21st to 24thDocument PublisherOnline learning tutored course.
4 * ½ days.
£570+VATdocument-publisher-march-2022
April – 20th to 21stProject AdministrationOnline learning tutored course.
2 * ½ days.
£285+VATproject-administration-april-2022
May – 23rd to 26thRequirements ManagementOnline learning tutored course.
4 * ½ days.
£570+VATrequirements-management-may-2022
JulyTBA
August – 15th to 18thRequirements ManagementOnline learning tutored course.
4 * ½ days.
£570+VATrequirements-management-august-2022
September – 20th to 21stRisk ManagementOnline learning tutored course.
2 * ½ days.
£285+VATrisk-management-september-2022
October – 5th to 6thUserOnline learning tutored course.
2 * ½ days.
£285+VATuser-october-2022
October – 17th to 20thDocument PublisherOnline learning tutored course.
4 * ½ days.
£570+VATdocument-publisher-october-2022
November- 21st to 24thRequirements ManagementOnline learning tutored course.
4 * ½ days.
£570+VAT
requirements-management-november-2022

If you would like to be kept in touch with the details for Cradle public training courses 2022, please send an email to salesdetails@threesl.com.

Buy Now

All courses are available for direct purchase online.

Continue reading “Cradle Public Training Courses 2022”

Six Marketing Tips

Promise What You Can Deliver

Porridge 'just right' based_on_klara-avsenik--eLS9k_uhUc-unsplash
Just right porridge

Don’t over promise and under deliver. This will win no favours or repeat business. Over engineering may keep your customer happy but will cost you dearly. When expectations are met precisely and on time, that’s just right.

Know Your Audience

Car Park Ticket Advertising - Not appropriate for all products
Car Park Ticket Advertising

If you are selling burgers, advertising on the back of a car park ticket to customers who are in town makes complete sense. It would be fairly ineffective for a sub sea valve manufacturer to take the same stance.

Equally even if you are a country or worldwide retailer, advertising your Autumn range of formal attire in a national farm supplies journal is unlikely to make many sales. That’s in no way implying our farmers don’t dress for occasions. However,  at the time they are looking through a trade magazine looking for a replacement slurry pump impeller, the Rotary Club** harvest dinner is not going to be top of their mind.

Use Multiple Avenues with the Same Message

3SL QR codeIf you hand out a leaflet at a trade fair, there’s nothing wrong with having a matching landing page with the QR code on the back of your business card.

Email Campaign screen shot
Email Campaign

Emails with the same matching message can be a ‘reminder’ of the previously seen message. Additionally posting a related story on your social media re-enforces the message and makes it easier for a customer to find the details they need.

Select Related Imagery

Fell Chips logo based on based on_pexels-miguel-á-padriñán-343457
FellChips

Pictures invoke a speedier reaction in the brain compared to text alone. However, it should be something connected with your product or service.  An electronics OEM (Original equipment manufacturer)  might find the image of an IC (chip) a bit lacklustre as an advertising image, a whole PCB (printed circuit board) or related components would be better.

Fell Chips Fell logo based on carlitos-Generic-40-pins-IC_pexels-jude-mitchellhedges-8409988
Associated Image

However, a view of a lovely landscape, just because they are based near the fells* is going to confuse. However, used in the right way could be a distinguishing identity.

Keep Your Brand Clear

Logo confusion with a large mix of styles
Logo confusion with a large mix of styles

There is no point building a brand only to have it confused with others brands. It is important to look at, your competitors, those with a similar name, logos of a similar nature. A few years back the trend for a ‘swish’ under the company logo swept across a number of re-brands. For each brand they may have believed they were modernising, indicating a forward moving company. However, it became difficult to tell some of these brands apart.

Logo adaptations
Brand Variants

Once you have done your research and decided you have a stand-out identity, keep plugging the brand to build familiarity. You don’t want your customers to be confused as to whether there is more than one company with a similar product. If you do rebrand, gradual changes can work well, otherwise a huge investment into establishing your new identity is needed.

The Unrelated Can Work

Campaigns with outside the box imagery, songs or unexpected tales can catch people’s attention. This can drive traffic to your real goal. In B2C (business to customer) marketing it can be very effective. Unless that is to become your trademark marketing though, it should be used with caution, as over use can tire.

It is not found as often in B2B (business to business) marketing, but that’s not to say you shouldn’t try. You, after all, are trying to provoke a reaction and get noticed.


 

*Fells: Mainly Northern British: An upland stretch of hills. From the old Norse word ‘fell’ which signified the parts of the mountains that are usually located above the endpoint of the alpine trees.

**Rotary Club: Part of the rotary.org/en organisation usually involved in local community / charitable operations