Beware

Beware of designers who don't show a portfolio. Know what you're getting into.
Beware of medical advice from someone who isn't medically trained.
Beware of financial advice from someone who isn't financially successful themselves.
Beware of legal advice not from a lawyer.

Beware. Which means be cautious. Be careful. I'm not saying that it takes education and a degree/certification/licensing to do something. I am saying that in each profession, there is someone out there willing to do it for less. Less can mean less money for you. It can also mean less experience on their side. Less training. Less education.

Are you ok with less? Because in the end, it might just end up costing you more.

Does your logo float?

Probably not. I've never seen a logo float. Meaning, it's never out there by itself. It's always in context of something. From a business card to signage, a website to advertising. It's never on it's own. Which is why it's only a piece of the overall brand. And while it's an important visual cue as to the kind of company it represents, it's only a piece of the big picture.

Putting together the pieces

I've recently wrapped up two major projects. And while one was a re brand, meaning the business already existed, and there were elements that we integrated into the new look, the other was a new business venture.

One company deals with diversity in the workplace. The audience is executives and professionals in the diversity arena. The other company works with parents on helping kids who are tracking high on BMI to integrate nutrition, exercise and and behavior modification.

What do these two companies have in common? Nothing.

But they both came to me to help create a brand that would connect with their products and services. And while the results are very different, as they should be, there are some commonalities that you can see. A brand is not a logo. It's only part of the puzzle. A brand is an experience. And today, your clients will experience you company in more ways than over. From digital to print, events, direct mail, advertising online to purchasing an ad in a magazine. So many touch points, and you never know what the first experience will be that someone will be introduced to the business.

Which is why it's so important to be able to see the big picture. I do this by creating brand boards as part of the process. It comes after an extensive discovery and allows clients the opportunity to explore different visual narratives that a brand can take. It isn't until after that has been decided, from a very high level perspective, that we than use that as our guide for creating all the materials. In the end, each client will have a strong visual campaign that can than be applied to any marketing. Remember, it's the message, not the medium.