YESTERDAY, I QUIT . . .
I quit thinking small.
I quit thinking I need to do it all myself.
I quit discounting my talent and services.
I quit thinking I am supposed to know how to do everything.
TODAY, I BELIEVE . . .
I believe I only attract those people who are excited to be working with me.
I believe I’ve “GOT THIS”!
I believe it’s OK to take breaks during the day and let my mind rest while NOT working.
I believe what I do contributes to the positive awakening of the world.
And tomorrow . . . I TRUST everything will work out just dandy.
Because, after all . . .
The first question I typically ask a new client is, “What are you REALLY selling?”
A few look at me as if I’m crazy — but soon learn I have method in my madness. We’re not selling windmills, whistling lessons or wonder-bras — we’re selling the RELIEF or FEELING our customer receives from making the purchase. We want them to feel good about doing business with us.
Quite often, as with APPLE or TIFFANY or DISNEY, we are simply selling our brand essence — our brand experience — how great it makes a consumer feel to be associated with our product or service. How can you develop your Brand Essence? . . .
- BE-Lieve. Believe in your product/service and others will too. Love what you do and don’t be afraid to let it show.
- BE Giving. Be of service by offering more than your customers and staff expect.
- BE Integrated. Create brand standards and use them. Identify colors, fonts and messaging unique to your business. Again, USE them.
- BE Seen. Have a great logo? Use it. Need a new one or an update? Hire a professional to fix that for you.
- BE Heard. Know your key messaging and share with your employees and around your community. Let people know WHY you love what you do.
- BE Bold. Boldly share your visual, verbal and virtual message every chance you get. Find your niche, fill a void.
- BE Valuable. Bring value to the table. Value propositions have no value if they fall short of expectations.
- BE Committed. Follow through on your commitments to your clients, your community, and to yourself.
- BE Trusted. Establish relationships based upon trust, honesty and integrity. Trust your gut, follow your instincts.
- BE Consistent. Deliver on your brand promise. Play your strengths. Reframe your weaknesses. Respond proactively.
A good logo transcends time and a variety of media, allowing a brand to imbed itself in a community — whether your community is defined as local, regional, national or global.
Watching how global brands transcend their own iconic brands to target core audiences can help you learn to expand your own brand.
Take Nike’s latest NYC campaign:
“Painting” said Pooh, “is like humming in color”
Handing someone a generic business card or marketing piece tells them your company is . . . well, generic.
Offering well-thought-out marketing materials (from business cards to website banners) tells your audience you are excited about and proud of what you do, and want to share what you know. It doesn’t matter whether you are a financial planner or a tattoo artist, utilizing color or black-and-white — how you “paint the picture” of your business creates your visual brand.
You become memorable.
Choosing color to represent your business is much more than picking your favorite color. Different colors evoke different subliminal psychological responses. That’s why hospitals traditionally don’t use orange, yet Home Depot does.
What message does your business “hum”?
What’s YOUR Type?
Does this font make me “look big”?
Ever since Typography Class in college (yes, we spent an entire year analyzing and “designing” new fonts), the language of fonts and their subliminal messaging continues to fascinate me. Choosing the right fonts — whether for your logo, your annual report or your next book cover — sets the tone for how your business is perceived.
Traditionally, financial services have always been known to use a SERIF font from the Times Roman family to emote trust, stability, authority (as in the ING example) — but even that has changed over the years in an effort to be portrayed as less “stodgy” and more “current” (as in the US Bank example).
UPGRADING YOUR LOGO THROUGH THE USE OF COLOR AND ONE SIMPLE, MEMORABLE ICON . . .
Quite often, when a national brand’s primary logo is in black and white, they reserve the option to show that same logo in whatever color-of-the-moment suits a particular campaign.
Finding ways to expand your brand throughout every consumer touch-point serves to reinforce brand recognition and establish brand loyalty.
Your Logo is Your Signature.
Your brand is not your logo.
Your logo is not your brand . . . yet a well designed logo is a fundamental component of a successful brand identity — the signature of your business.
Every now-and-then I hear, “I don’t need a logo, I use my signature”. But THAT IS THE POINT. Your signature IS your logo — AND your logo is your signature. If it looks KA-KA, and you can’t read it, then your message is, “Look at me . . . my business is KA-KA”. If you are willing to put your name on your product/ service, then why not let it be memorable — in a good way?
Choosing the right logo designer is vital. Just about everyone claims that they can design a logo, but it takes experience, insight and creativity to design the RIGHT logo.
A well-designed Logo will:
- Be simple, easy-to-read, yet memorable
- Communicate your brand positioning statement
- Distinguish your company from your competition
- Evoke the essence of what you do/sell
- Look good on business cards as well as billboards
- Look appropriate in black and white as well as color
- Look good in print, digital and promo applications
- Define your business through the use of fonts and color