Do any of the following statements sound familiar?
- My branding materials are there, but they’re just not consistent.
- I don’t know how to integrate my brand into my marketing collateral.
- I have ideas for my brand, but I don’t know how to tie it all together and make it look professional.
- I need branding advice!
Well, I’m here to help; it’s what I do. I can help you sift through your existing branding materials to determine exactly what’s effective (and exactly what isn’t).
Case in Point
A while back I got together with a fellow business owner to discuss his new business. He was on a tight budget, so he was creating his advertising and marketing on his own. Throughout this process, he discovered that he was always changing his previous designs. In essence, he was trying to brand himself, but what he was really doing was searching for something that really worked, but he could never quite reach it.
He needed to find his ever-elusive anchor: the heart of his brand – the center of his business that he would use to unify all of his collateral pieces.
This business owner knew what he liked – he even thought he knew what he wanted, but he just couldn’t quite grasp it. It was a common case of I’ll-Know-It-When-I-See-It Syndrome.
Bits and Pieces: The Business Card, The Rug and The Vehicle
He created a business card using a template from one of those really (really!) cheap online printers. (Folks, I’m not going to name names here, but there are some decent online printers out there, just do a search. You don’t have to go with the cheapest printer available to get a decent result for an affordable price!) Anyway, he loved the color green and really wanted grapes in his logo, so he picked a business card template that matched his qualifications. (Does this look like your business card?)
He also had this rug he really liked – it was a sunbeam effect design using two different shades of green.
On his vehicle, a curlicue design framed a blurb with his company info. He liked the curlicue design because it had a fun sort of energy about it.
Down to Business: Brand Alignment
All of the components were right in front of him, but he couldn’t see how they could come together and create a great brand. Well, that’s where I come in. Despite his nearly non-existent budget, I decided to assess his situation and advise him on how to proceed. (This later became the inspiration for my Brand Alignment Package.) He later hired me to create his brand.
The Logo: So, he liked green and wanted grapes. He also told me he wanted his logo to be fun and modern, but he also wanted a nostalgic feel. Talk about an oxymoron – but I completely understood. Here’s the result – and he absolutely fell in love with it.
The Components: So, you’re probably thinking: what about the sunbeam effect and the curlicue design? Well, I saved these ideas for his branding elements. Remember, a logo needs to be simplistic and easily recognizable. Check out the look of the combined brand elements in the business card.
Sound Familiar? Let Me Help You Align Your Brand for 2011
Get your branding questions answered now, so you can kick off 2011 with a bang! I’m currently offering my Brand Alignment Package at a generous year-end discount rate. I will personally review your existing marketing materials to help you get more out of your brand. For more information, please click here.
One of my favorite branding memories was the first time I showed this client his new business card design. He said, “It’s like you’re in my brain. This is exactly what I wanted, but I could never get it down on paper.” Now that hits the Branding Spot!
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