It’s been said, and I agree, that your brand message should be easy enough for a child or your mother to understand. Applying that standard to the visual mark of a business, designer Alan Ladd shows his 5-year-old daughter logos she’s not familiar with for 5 seconds, then asks her to redraw them from memory. What parts of logos have the most lasting impression for her, and, by extension, to all of us? Check out his video:
Spring is right around the corner, although it seems like it’s been here for a while already in the Northeast! In anticipation of warm breezes through open windows, here is one tip to clean the cobwebs out of your web site:
Take the Blink Test. Look at a page of your web site for 5 seconds, then close your eyes. (No fair peeking!) Do you remember clearly seeing and understanding what your value proposition to your customers is? No?
People’s attention span when scaning a web page is about 5 seconds to find if there is anything of interest to them. If your business’ value is not immediately apparent to your visitors, they will move right along to another site. it’s time to clear out the “junk,” and focus on making your message focused and memorable.
Last summer my mother moved from her home into an assisted living community. Since her house would be empty while it was being renovated and on the market, I needed to get vacant property insurance, plus renter’s insurance for the assisted living apartment into which my mother had moved.
I called the local insurance agency she had done business with for 18 YEARS for her home and auto, and left a message for her agent to call me back. And then I waited. And waited. And waited some more. (more…)
In the past few years, there has been a proliferation of DIY logo sites. Pay a fee, choose an icon from a library, add your business name in a font you like, and presto – a logo for your company! No annoying designer asking questions about your business and your clients, taking (in your mind) a long time to come up with options, charging (in your mind) an outrageous fee. What could be easier or more cost effective than doing it yourself?
Before you check these sites out, let me tell you a little more about the business practices of LogoGarden, one of these DIY sites, where, for $79, it’s literally a steal to get a logo.
In this world of increasing on-line business relationships, e-marketing, and v-cards, you could be forgiven if you think that business cards are passé. But a well-thought out and executed business card can have a big impact on your clients and prospects. I’ve had prospects call me years after they first received my card because they found my card interesting enough to save. That’s an impression that a v-card just can’t match!
Even though business cards are small in size, a surprising amount of information can fit in that space. The Small Business Blog lists nine “must-haves” for every business card. And, if you need inspiration to take your card to the next level, designmess.com offers these creative business cards to inspire you!
I was reading an article recently about managing your personal brand on-line and it referenced the Online ID Calculator. The free calculator at onlineidcalculator.com measures your “Google quotient” based on how many relevant hits your name receives in a Google search. While I have Googled myself before, I never compared how I stacked up to what would be considered “digitally distinct.”
In my previous post, I highlighted five signs it may be time to rebrand your business. However, there are times when staying the course might be the best course of all.
When might a brand makeover NOT be advisable?
It can be difficult this time of year to concentrate on the business of your business. But the new year is just around the corner, and giving some thought now to improving your business in the year ahead will pay big dividends.
Branding is sometimes thought of as just the look and feel of a business, but it’s more than that. It also encompasses its value proposition and core offering. The decision to rebrand is a serious one and can have far-reaching consequences, both good and bad.
So, what are some signs that it may be time for you to consider a brand makeover your business?
I’ve been asked by clients if logo design ideas come to me in a “flash of inspiration.” I wish! But like most other jobs, design is 10% inspiration and 90% perspiration. The process of designing a logo requires logical steps of listening, research, development, feedback and refinement to achieve the best results.
Here’s where the 10% happens! Often, after fact-gathering, designers “let it be” for a few days. Brainstorming, changing environment, asking Why?, and What if? help look at the logo challenge in new and different ways. It’s hard to be creative and critical at the same time, so the good, bad, and ugly are all included. Only when many concepts have been worked up do we proceed to…
Once the final logo design has been agreed on, color palettes are developed for the logo. Again, it’s important to understand the client’s audience and industry in choosing appropriate colors for their identity. A client meeting is held to review the color concepts, and further color refinements are made if needed.
“Um, so what is it that you do?”
Yikes! This is not the question you expect visitors to ask you at your trade show – can’t they see you have a booth with displays and pictures and handouts and swag? What more can you do to get your message across in a way that will connect better with your audience? Consider the answers to these five questions before your next trade show:
Do you leave getting your booth graphics designed until the last minute? Effective graphics come from careful preparation. Last minute preparation doesn’t leave time for a thoughtful approach, can incur rush charges that add significantly to your bottom line, and leaves no time to correct any mistakes or avoid production delays that may crop up. Nevermind the stress for all involved. Two months before a show is not too soon to get graphics preparation underway.And for more insight on how NOT to follow up with prospects after your show is over, read “Stop Exhibiting at Trade Shows If…”
Imagine the impact a compelling and powerful visual brand has on your customers. Now picture it used with your marketing collateral and your web site—all created specifically to attract and motivate your ideal clients.
I help professional service firms like yours (insurance agencies, law, accounting and engineering) bring your brand and message to life. Looking beyond the obvious for the custom solutions your business needs, I work with you to create marketing communications that resonate with your clients, prospects and partners, and support you in achieving your marketing goals.
