When developing your brand strategy it's important to be consistent and authentic from the inside out. Altering your brand can change the perception about your business to your customers and community so carefully consider why you want to make the change.
Reasons for refreshing your Brand:
Out-Dated Design
Doesn't reflect current business
New Products/Services
For companies, changes in the industry and marketplace are inevitable. How we market our businesses can also create a necessity for change.
There are risks, however, in changing the perception about your business to your customers.
Rebranding Risks:
Customer Confusion
Loss of Brand Recognition
Retelling Your Story
Rebranding is often a result of necessity rather than desire. Businesses can lose market share and their competitive edge if their brand doesn't reflect current trends in their industry.
Many large companies make alterations to their brand over time that we don't even notice, and we can learn from them to keep our brand current.
Refreshing a tagline, a font, or colors can successfully update your brand without a complete overall, reducing the risk of losing the recognition you have. You can phase this rebrand in with your current brand so cost can be minimal and spread out over time without confusion.
How your customer perceives and receives your message is just as important as the message you intend.
The telephone game shows us that what is heard is rarely what was said. We send and receive communications in many ways, depending on our personality types (Personas).
Marketing requires we make broad assumptions about our audience while targeting them enough to get them to act. The complication is that we are all a mix of 4 personas.
Get to know the 4 personas and how they buy.
Understand your customer's personality.
Talk to them the way they want to hear it.
Here are the 4 Personas and how to engage them...
Director (Competitive)
This persona doesn't have much time, wants to get down to business, and move on to the next challenge. These are the 'Natural Leaders' that are awesome at their best, and insensitive at their worst. This crowd has an eagle-eye view. You won't find them in the weeds.
Who are they? CEO's, Owners, Upper Management
What they want? Achievement, Control, Winning
Best ways to engage them?
Authenticity. Don't pretend you're not trying to sell them.
Clarity. Give it to them in bullet points.
Efficiency. Tell them on the cover of the brochure and above the fold on your website.
Challenge. Let them think it's their idea.
Get out of the way. Allow them to act fast and decisively.
Socializer (Spontaneous)
This persona is great at brainstorming. They love coming up with ideas and discussing them. Similar to a Director, they don't spend too much time on one idea. These are the 3rd shelf shoppers; they won't be searching the bottom shelf at the grocery store for items they have to reach for.
Who are they? Public Relations, Salespeople, Entertainers
What they want? Attention, Peer Appreciation, Persuading others
Best ways to engage them?
Activity. Give them something fun to do.
Ask. Get their ideas.
Specials. "Free", "Buy now", "Save" work well. Starbursts on your site.
Shine. Be the shiny object that gets their attention.
Fast & Easy. Don't make them jump through hoops to purchase.
Thinker (Methodical)
This persona does it correctly every time. These are spell checking, spreadsheet formula writing dynamos. Unlike Directors and Socializers, Thinkers take a long time to purchase while analyzing all of the information. The Director set the goal of getting man on the moon but the Thinkers got us there.
Who are they?CPA's, Engineers, Scientists
What they want? Precision, Accuracy, Dependability
Best ways to engage them?
Proof. Graphs, Charts and Research.
Solutions. Exactly how does this solve their problem?
White Papers. They will scroll down on your site for details.
Information. Feelings have very little to do with their buying habits.
Time. Don't rush them. They are a slow sale.
Relaters (Humanists)
This persona wants to know what others think. They frequent online forums and seek out groups for their opinions. Relaters look at your testimonials from other satisfied customers to support their decision. They will go out of their way to avoid buyer's remorse before they purchase.
Who are they? Negotiators, Counselors, Customer Service
What they want? Stability, Consensus, Friendship
Best ways to engage them?
Predictability. Don't surprise them with an up-sell.
Stories. Let others tell your story and listen to theirs.
Testimonials. Share feelings from other satisfied customers.
Modesty. Flashy, boasting messages are a turn off.
Time. Once again, don't rush them. They'll get back to you in a few weeks.
It's likely that you see yourself in more than one of these personas. You may be a Director-Thinker, or a Socializer-Relater.
Analyzing the titles of your current customers can reveal a lot about their personality types and how to talk to them through the sales process.
DESIGN TIP:
Your designs should include bullet-points for your Directors and an easy to understand offer for your Spontaneous types on the cover or above the fold on your site. Then for your Thinkers and Relaters, place testimonials and statistics inside or below the fold on your site because they will do their research and find them.
If you attempt to be a liaison between your printer and your designer you'll feel like you're translating German to Spanish while you only speak English.
Designers that specialize in design for print already know how to submit their art files but frequently we get files from web designers who live in the world of JPGs or even Do-it-yourselfers who love their Publisher, or Word Docs.
Even when the designer submits the native files, you get a call from your printer asking for the fonts, or to have them embed the graphics. Seems like there is no pleasing those demanding printers.
Here is the universal answer to the age-old question about art file submission for printing – PDF!
PDF (Portable Document Format) has been around for a while and we all recognized the icon. It's a means of saving the file so it arrives as intended by the designer.
Advantage to saving as a PDF:
Fonts and images are embedded (no need to gather them)
Views the same on all computers
Smaller file size for easy emailing
Sending any file saved as a PDF does not mean it's good for print, however. It's just a means of saving a file. The original file must still be created in a proper graphic program (like Adobe Illustrator) then saved as a PDF.
For a good print file:
300dpi at 100% of size to print
Provide graphics as scalable vector art
Add crop marks
Include fonts and graphics
Save as PDF
Follow these steps every time and you will not receive any confusing calls from your printer about your files.
For accurate translations contact us. We Sprechen Sie Deutsch so you get excelente impression.
When you combine the internet, television, radio, billboards and direct mail we're exposed to 14,000 advertising messages every day but only 5 of them stick with us for more than 24 hours.
Summer is the season for outdoor activity that brings more pedestrian meanderers, road trips and outdoor events offering some new possibilities for marketing your business. Street side flags, sidewalk signs and promotional canopies are some ideas that may apply to your business.
Here are 6 tips for designing a sign that will be remembered.
1) SIZE & SCALE
The biggest difference in designing a sign is scale. Considering that a brochure is maybe 8 1/2" x 11" and a business card is 3 1/2" x 2", large scale design requires a different mindset when designing it.
Signs have to be read and understood from a distance; often by people who only have a few seconds to look in that direction. Everything should be big and simple for maximum impact.
Billboards can be 14' x 48' so art file resolution is paramount and vector art is required to avoid a blurry image when enlarged.
File Resolution
Graphic Clarity
2) LOCATION
Designing for location can be tricky if a single design is going to be used for different environments. If you design a sign with a sky blue background that will have the sky behind it, it will blend in too much and not get noticed.
A sidewalk sign or street-side flag, however, may have lots of different colors behind it, so a bold solid color may be your best choice to break through the clutter.
Environmental Clutter
Viewing Distance
3) COLOR & GRAPHICS
Generally graphics and color should be bright and saturated. Avoid light colors or pastels and opt for colors that will stand out - especially between your text and background.
For images and graphics, pick a single element and go big with it. Your design has to catch the viewer's attention in a second and a single, simple focal point will help.
Color can be one of the most important decisions you'll make in designing an effective sign.
Go Big and Bold!
Keep it Simple
4) TYPOGRAPHY & MESSAGE
Aside from the company logo, pick a single typeface. A san serif font works best for signs.
And make it big! Think about lettering in terms of 10 to 100, that's 10" tall for every 100' of viewing distance.
Bold lettering can increase the readability from a distance but avoid italics as they confuse the view.
An industry standard is to keep your message at 15 words or less and use the 3 x 5 rule. That's 3 lines of 5 words or 5 lines of 3 words. Less is better if you can make your point.
Simple, Bold Type
Simple, Short Message
5) CONTRAST
While contrast is an important consideration of any design project, it is especially important when you only have a couple of seconds to get someone's attention.
Every focal point must be clearly distinguishable.
With type, size and simplicity as key factors, selecting colors that stand out from one another will help get your message noticed.
While I'm personally not a fan of using borders in design, the use of a border can help to create a contrast between your sign and the background environment. Of course, using a border on a street-side flag will not make much sense.
Bold Colors Create Contrast
Borders are OK
6) SUBSTRATE
Substrate is the material that your message is being printed on. Knowing the material and method of printing can help in your design process.
Whether it's a vinyl banner, fabric flag or a graphic-wrapped bus, consulting with your manufacturer can help you provide the appropriate art files for best results.
Knowing if your sign will be for indoor or outdoor use can help you select the appropriate substrate to print your message on.
Select Lasting Material
Environmental Exposure
Most designers don't spend their day designing signs. Typically it will be the same person who creates brochures and business cards and only asked to design a large format graphic for special occasions like tradeshows, outdoor events or special promotions.
Reaching out to your manufacturer before you begin designing for large format graphics can help you avoid the headaches that may come after the design is finished.
Why do your customers buy from you? Is it because your company provides the Best Price, Quality & Service? Blah, blah, blah...snooze.
Every amateur marketer or salesperson relies on these points to sell their services, but that's not what we buy. We buy the intangibles.
We don't buy the sweater. We buy the feeling of the fit, the energy of the color, and the experience of the texture. We invest in who we feel we become in the sweater.
We purchase pride and prestige. Having the best shows we deserve the best.
We pay for the feeling of belonging to something bigger, something popular, current or trendy.
Think beyond Price, Quality and Service. Aren't those expected anyway?
Have you ever seen an ad for a dental office touting they are the cheapest dentists in town, using the highest quality fillings while they drill into your tooth faster than any other dentist within 100 miles? Of course not, that would be ridiculous. And a little frightening.
Here's how to Design From the Heart, appealing to emotions.
Choose your words carefully and get to the point with your copy. Period. Just because you write it, doesn't mean they'll read it.
Use authentic adjectives to describe the products you're selling (Luxurious Ride, Painless Fillings, Current Styles, etc.).
Don't go overboard with the over-promising adjectives or you'll sound like an infomercial (Amazing Offer, Spectacular Savings, Unbelievable Quality, etc.).
Use pictures to provoke a thought or evoke a feeling. Prospects are more likely to remember your story if they figure it out themselves and Photos are a great tool to create a perception of your company in their minds.
Focus on the feeling and speak to the senses. You've heard it before "Sell the Sizzle, NOT the Steak".
Details about Price, Quality & Service are important in preventing buyer's remorse so be sure to reinforce these attributes on printed materials they leave with after the sale. This reinforces their excellent decision and creates confidence. Stay in touch and you'll likely land a repeat customer.
It wasn't long ago that designer's studios were equipped with tools like X-Acto knives, drawing boards, T-squares and dark rooms. The evolution of computer graphics has increased the efficiency of design, and allowed for spectacular effects that were not possible before.
The technology of design, however, can get in the way of great design if you don't understand the strengths of the designer you choose for the project.
It's a left-brain, right-brain thing.
Would you ever ask your CPA to provide your quarterlies in a font that represents your brand? Or hire a painter to download the appropriate apps on your tablet to run your business? In essence, this is similar to what designers are asked to do every day.
Every designer has different strengths and you'll waste resources and overspend if you don't know their specialty.
Don't waste your money hiring the designer who created your logo to change a name on a business card every time you hire a new employee. It's like asking the team that designed you car to change your tire.
Having more than one designer is best, so you can use them only when you need their specific talents. Some are great at font selection, others are color specialists, while the best choice for the project may be the designer that can most efficiently get the changes made in a file created in software program that none of us non-designers understand. Also, be sure they all understand the basics of your brand.
A team of designers will keep your brand fresh and current.
Great on-going design for your business requires a solid understanding of your brand, eye-catching imagery that doesn't get in the way, and a compelling message that leads your prospect down a direct path to purchasing what you are selling.
Don't have time to manage a team of designers? Get to know us!
When we think of design, usually an image, logo, brochure, or web site pops into our heads. These are very tangible designs that we see. Something we can relate to, and yes, they are extremely important in sharing our company's image with our customers.
But there is so much more to your Brand. And if you don't get the intangibles right, those images will stick with your customer far longer than the pretty picture you paid to create.
Create a brand that stands out. Not just with a great logo or website, but make an attempt to understand your customer's experience and manage it. Help them have a great day and look forward to the contact they have with your company. It doesn't take much.
Chart Your Brand - Teach the team all across the organizational chart with an internal brand campaign. Use Employee Handbooks that outline expectations and create Mentor Programs where coworkers model best behaviors. Print Posters reinforcing company values and reward years of service and leadership with Incentive Awards.
Break down barriers to exceptional, natural customer service. Start by answering the phone. So simple, but so rare these days. If you must use an automated service, reduce phone prompt choices before personal contact. Train your team with a script of key points and questions to gain information you need, then encourage them to relax and be themselves.
Packaging your Brand - Make sure your brand is everywhere it can be. Review packaging of products on boxes, wrapping and shipping supplies. Offer solutions and ease of support with downloadable instructions what are well branded. Be sure all profiles on social media are consistent.
Establish Follow up Systems of Gratitude. With the ease of automation, no one has any excuse not to send a thank you. Emails are bare minimum, a phone call is great, but nothing beats a good old-fashioned hand written note card. If your crowd is more current, maybe a post in the social realm is what your audience expects. What fits for your brand? However you do it, recognition is critical for establishing brand loyalty.
Design your brand by understanding what your customer wants. Every person within your company is in the position of supporting your brand, and the companies that do this stand out. Be the Nordstrom, the Google, or the Land's End in your industry and your customer will be your best and most effective sales team.
So you've invested in creative brainstorming sessions and identified the values you want your logo to express. You've spun the color wheel and collaborated on the theme and message.
Everyone loves your tagline, the colors work and you've come up with a winning design that your team can't wait to wear on a t-shirt.
Now comes the true test to the strength of your logo:
Does it still work in black and white?
Creating a memorable logo that packs a punch and conveys company concepts is a challenge.
Often so much time is spent working out how we want the design to appear; the long-term use for the logo is overlooked.
Here are some questions to consider:
Can it be printed on varied materials and background colors?
