New ways to reinforce your brand

I've noticed a trend that companies are use some less than traditional ways to market. Using humor, personality, and a sense of community, traditional print and now even traditional online marketing are not the only options. And while my own personal design philosophy is not the in your face style of guerilla marketing (check out some amazing ideas), I love an opportunity to reinforce a company's presence in ways that really reflect the business and people who work with them.

Take for example these laptop skins, recently designed for SWC Technology Partners. Instead of just plastering a logo and web address, which so many companies do, they wanted to focus on the individual who uses them. We came up with a list of some fun questions that each employee would answer, as well as supplying three photos. We converted the pictures to black and white, for a more uniform look, knowing that the quality and style of images would vary from person to person. We also played with the tagline, adding people to the front. Putting people before business, technology, success says a lot about the company. And they company they keep.

Visualizing Your Company: The Branding of Yoga

An overview from the Yoga Journal Conference presentation: Visualizing Your Company: The Branding of Your Business

A hot button for some, the business of yoga is a much discussed topic in magazines, journals and blogs today. While some are bothered with the commercialism and recent popularity, others argue over whose yoga is better. But I'm going to step away from all that. Because that's not my business. My business is branding, with a special emphasis on health and wellness companies. And what I see is competition.

Along with the huge boom and popularity comes a marketplace flooded with options. Which is fantastic for the students. More styles, teachers, times, and studios to choose from then ever before.

But what about if you own the studio? How do you "compete" for clients? A word often shunned in the practice of yoga, but necessary when talking about your business. Any business.

The reality is, with all the social media out there, websites, and daily deals, how do you not only survive but thrive?

Ask yourself the following questions. And then move on. After all, it's yoga.

Websites are often the first introduction someone has to your studio. Does it accurately reflect your space and what you have to often? When you enter the site, is it a place of calm or chaos? How are you using color? Are you using photography? And if so, does it reflect that kind of classes you offer. Nothing can scare off a new student like seeing someone on the home page in an advanced pose. But if that's what you offer, than go ahead and show that.

Are you using social media? Building a community in the studio is one place. But getting online is a great opportunity to keep your students (and new potential students) up to date on classes, promotions, etc. And all it costs is time. Take photos of events, share, and promote. Get people excited, even when they can't make it to a class. It's a great way to stay connected. Start a dialogue. Ask for feedback. Create a space that people can come to as a resource.

Email marketing is another fantastic way to keep your students up to date. But be careful. Don't send them out to often. To much, and you might just risk going right into the trash box.

Daily Deals. What can I say but be careful. While for some companies it's a great opportunity to create awareness in a market that can target a huge population that otherwise wouldn't know about your studio, you also risk the possibility of getting those students that will not return. And watch how much you discount. Keep in mind that many of the daily deal sites are negotiable with the terms.

Podcasts & youtube are great ways to keep your students practicing, even when they can't make it in. All you need is a video camera and the ability to upload file from your computer. While it will never replace going to a physical space, like all the above suggestions, it's meant to keep your students connected. Even if it's virtual.


For something to think about, check out this video.
http://winterandconstruction.com/journalvideo.html
winter and construction design: design grounded in strategy

When it's time for your own refresh

refresh is now all white

All brands evolve, even those that specialize in creating them.  So recently I became my own client.
And I went through the same process that I go through with my clients. What's working, what's not. What I like, what I don't. Who my audience is. And quiet a few more conversations that take place when you're looking to make a change in the way you present your company.

For me, a big part of my own evolution was pure and simple. Readability issues on my website with a black/colored solid background. I also wanted to focus more on the work that I did for my clients, and not my own brand. I wanted my website to be clean, simple, and elegant.

So what did this mean? For winter and construction design, it meant keeping color limited, as well as streamlining the entire site. All my content is the same, but it's easier to follow, easier on the eyes. I kept to my color palette of orange and gray. And to compliment that, I used the same photography, but in black and white.

Sometimes a change is what's needed to keep moving forward. To grow. And look for more changes to come. Some exciting things are happening for us. This is only the beginning.

Looking the other way

When I work with clients, often they point to other similar businesses as a guide to how it's done within their own group as far as marketing goes. Then there was ElderOptions. As we went through the discovery process, and looked at what other agencies were doing, we went the opposite direction. While for some there is comfort in playing it safe, looking at what others are doing as a benchmark, this company choose to look the other way. They wanted their image to reflect a more intimate, personal, and positive direction. And I think they're doing just that. They really are staying true to their promise: changing the way we see old age.

Take a look at their site: http://elderopt.com/

Now take a look at the others. And ask yourself, "How do they make you feel?"

http://www.caremanager.org/
http://homecareassistance.com/lp2?gclid=CJCA7b72u6sCFQ0CQAodyhWMvA
http://www.rgcmgmt.com/

Blowing your brand

I am a new homeowner. My husband and I purchased a Chicago brick bungalow. It's been a labor of love working on the house. Which means we spend a lot of time at Home Depot. And I mean a lot of time. And while the prices are great, we've had some problems with service. From not finding anyone to help answer questions, to finding staff huddled together in groups talking about their night out, to not getting a person on the phone, billing issues with our account, and my personal favorite, employees who don't know anything about gardening working in the garden section.

Why am I writing about this? Because it's killing their brand. At least for me. Because when I thought of Home Depot in the past, I would think of their great radio spots. The big clean stores, their amazing out- door section, and the idea of picking out paint colors. But all that has changed. My experience these last few times has been terrible.

And that's branding. It's about the experience. The personality of your store. And connecting your clients with your brand promise. Which is interesting. Because the Home Depot promise its "You Can Do It, We Can Help" Great line. But it doesn't deliver.

Maybe I'll try Loews. There's is "Let's build something together." Let's hope they can deliver.

First you're a business.

I recently was on an about section of a website. They titled it ABOUT THE BRAND. Wow. They're calling themselves a brand. The thing is, you're a company first. You're people. A brand is made up of so many things. It's a feeling. An experience. And to call yourself a brand on your own website is a disservice. It speaks that you're marketing first. Putting the experience second. In the age of being hit from every direction with some sort of marketing, I think we need to give our clients more credit.

Beyond great service

Last night I was fortunate to spend a great night with my husband at Nomi. We were at a preview night to relaunch the space. I love getting dressed up to go to one of my favorite places, and the night didn't disappoint. Not because of the food (which wasn't my cup of tea), but because of the service and elegance. From the time I got into the lovely hotel, were staff was waiting to check you in with ipads, to the beautiful space, with friendly and eager waitstaff, to the chefs preparing the food, it was service done to a whole new level. Sure it was a cocktail party, but every detail was thought of. It was packaging to a whole new level. And now when I think of the lounge, not just a name comes to mind. But the experience. Sights, sounds, tastes, even smells. A combination of the senses. And that's what great branding does. It goes beyond a logo and a name. It makes a connection. And boy, did I connect.

 

The "parting gift" was spices in a wood box, with the logo and messaging burned in. Rustic and elegant, it also contained spices and a recipe. Probably one of the few gifts I will actually keep.

Identity crisis

In a recent casual conversation I had I learned of a new yoga studio opening up. With lots of research into building the studio, they were doing the research. Sort of. The first flag was that they did not practice yoga. The second flag was that they purchased a logo online. A moment of cringing on my part I admit. As someone who takes the work of design seriously, a member of AIGA, and someone who does not believe in spec work, or contests where designers compete, I inquired how this happened. Apparently not understanding the value of marketing and design, it was purchased online. The problem was, what did they purchase? Perhaps a logo that will also be used at a studio in another state. A logo that could be sold to various individuals, with rights belonging to the company that sold it to them. No worries for them? What about if they want to expand? I'm going to take a leap that people who open a yoga studio that don't practice yoga are doing it to create a successful business. And with that, the opportunity for growth. And as you grow your business, your brand can/should evolve. It's really about finding the right words and pictures that will connect your potential new customers and clients. But you want to tell an accurate story. Like yoga, you should build from the ground up. Have a solid foundation on which to grow. And it starts with your name. And from there, an identity. Your own identity. Not the possibility of having someone elses. Which can be a problem as you grow and think about trademarking or copyrighting your logo and tagline. This is serious business. To learn more about building your brand see me at the Midwest Yoga Journal Conference

Pictured is my daughter Elli in her favorite pose, tree.

Oops they did it again

In the quest for getting pr JCPenney decided to reinvent their brand. Along with some new designers, they also decided it was time for a logo refresh. And who better to do this then employees, students, and of course opening it up to professionals who don't want to get paid for their work.

In the end, they almost got it. Almost. And while the minimalism approach of the jcp looks contemporary, it's the second part that falls short. Because when I see their new mark, I see enney as much as I see jcp. That's to bad. Maybe they can hire someone to clean it up on isle 4.

Gap redoes Logo. Look what happens.

Gap recently redid their identity. And while I see traces of their old mark (in the tacky gradient square), it seems that this was a wasted opportunity to refresh their highly recognizable mark.
And without knowing exactly what the client wanted (because as I've said before, it starts by listening)
I can't help but feel that this has positioned (or repositioned) the gap as a lower line. Closer to Old Navy, one of the other companies under the huge corporate umbrella that also carrier Banana Republic, Piper Lime, and Athleta.

Be careful when naming your organization

A fellow designer of mine from Indiana had mentioned that their local baseball team had undergone a new name and logo. The name is in reference to Johnny Appleseed, who is the local hero of Fort Wayne. They named their team The Tin Caps. Unfortunately, they're called The Pot Heads by everyone else.

What does your card say about your company?

Whenever I present to a client concepts the first thing I say is that I believe that design doesn't need to be explained. Now of course, I always have rationales for everything I have done. And I always talk about them, because that's part of the job. But the truth is that good design should communicate your message without the designer needing to speak a word. If an idea isn't understood, than it's not working. As designers we're problem solvers. And we use words and pictures to solve those problems. What's important is not what we tell you a concept means, but what your reaction is. Because if you don't have a reaction, then how can one of your clients? Your materials need to be understood so that when you're not around, they're conveying your message, your brand. Case in point: I received these cards yesterday from a client that I have just branded. A professional organizer. And what I really love is not only did she pull out her card, but a card of a competitor. With so much information crammed into a tiny space, with images all over the place, it was clear that we succeeded in conveying her goals. To create a space that works. a space you love.

Bit of a control freak

Today I sent out my second newsletter. And while my first thought was to use a service such as constant contact, I wanted control over the design. The problem is, that you can't send out pdfs using the service. What they offer is html with the ability to customize and add images. And while I tested the service out, the problem is that you can't control all the different email clients and the way that they're viewed. So what did I do? Just like I would for a client, I needed to come up with a solution. For me, it was important that it appeared a certain way. Also, I wanted to give a brief overview of what was in the newsletter. So while the original is posted on my site, the email version had links. A second piece was created, a gif, that allowed for the best image options while still keeping it under the required size.