DIY Branding - Hurtful or Helpful?

DIY Branding – Hurtful or Helpful?

With all of the DIY tutorials available on the web, it can be tempting to try and save money by pursuing the creative process yourself. Those who design branding based on personal preference rather than what will attract the target audience, suit the personality of the brand or translate well in multiple applications could hurt their company more than it helps.

As graphic designers, we strive to make an aesthetically pleasing product, but more importantly we are problem solvers. We research the industry of clients for a thorough understanding of their target audience; this enables us to create a brand that engages and interacts with that audience. Having a brand created for you by a professional designer has many benefits:

It’s custom.

No templates, no pre-formulated shapes or limited font choices. A one-of-a-kind; a brand as unique and strong as your ideas will attract the kind of clients you want.

It’s from an industry expert.

Professional graphic designers have education and experience in the industry. There is a carefully planned strategy behind everything created: Color schemes, font choices and all visuals are elements combined to solve a problem. A pro will educate their clients about these choices and how they are the solution. Telling you it is something they thought was pretty is not acceptable reasoning.

It’s from an outsider’s perspective.

Being IN a brand can hinder your perspective of that brand. We see the potential of your brand and big ideas. We do our homework, so we know how your brand looks through the eyes of your audience. Let us capitalize on your strengths and build a solid reputation.

You will attract the right clients.

You want to build a good reputation and attract qualified clients. Our solution is to work with you to accomplish your goals with solid branding, consistent materials and advertising.

Many businesses are hesitant to invest in branding because it’s not an instant solution or quick fix. However, a professionally designed brand backed by years of education, research and experience is a solid foundation to success.

Elevator Etiquette 101

Hold on guys, one bumpy ride awaits us. Tie your shoes, respect the personal bubble and try not to spill your red slushy on any white shirts.

Riding in an elevator is similar to that feeling you get riding over a hill too fast. Except the music, I think we can all agree upon that. Elevators are essentially known for three things: unforgettably forgettable toneless music, cliché jokes, fictitious blackout and bully scenes*.

*e.g. Die Hard, James Bond, Taken, The Office, Terminator

What if you got on 1 out of the 900,000 elevators in the US and it blacked out right when you reached your floor? About 3,000 people a year suffer this fate. Wouldn’t you like to know a little about your fellow passengers? With all the deodorant, hidden camera pranks, make-out, music and button happy (think Elf) jokes based on the interior existence of an elevator, we’ve conditioned ourselves to getting on, intently studying our footwear, and getting off.

An average elevator ride is 30-seconds. If you’re lucky you could get a 2-minute ride to make a new friend and establish a new relationship. As author Scott Stratton of UnMarketing says, “If you believe businesses are built on relationships, then make that your business.”

What will you do with those 30 seconds? Well, turn the clock back first. Once you start rushing toward the open elevator, whose jaws of death are closing, you’re reduced to that nightmarish slow-motion torture. It’s closing; you’re already running late and wait, what’s that? A random act of kindness: Allowing you to board, a hand slaps against one of the barricades, blocking its progress.

Scenario 1: You mumble thanks, slap your hand against the number board panel and depending on your palm size…again, think Elf.

Scenario 2: You make eye contact, thank them and find that chitchatting about the weather is a welcome distraction.

This is more than an elevator pitch. It is more than “30 seconds could save 30% on your car insurance” and yes, that math seems faulty. How are you going to spend your elevator ride? Are you going to pitch your personality or are you going to stand in the corner should it all go pitch black?

What do thirty seconds look like on an average day? In 30 seconds you can…

-Boot up your iMac

-Watch 5 Vines

-Floss 7 teeth*
*Unless, for example, you’re a hockey player and have dedicated many of your teeth to the passion of your sport.

-Cook half a meal of *Minute Rice
*Worx is not responsible if you consume partially cooked food.

-Update a Twitter *Post
*With 100 characters to spare. Average typing speed is 38-40wpm.

-Read 125-150 *Words.

Or you can make an elevator connection. You can start a relationship, and you can rest easy knowing that if you should be one of the 3,000 stranded in an elevator, it will not be with a complete stranger.

#hashtag #facebook

Facebook Hashtags

So, you might have noticed that the hashtag has finally made it’s way to facebook. Previously used mostly on instagram and twitter, hashtags allow you to make your posts part of a larger topic or discussion.

Using these are simple and can be very effective for personal and/or business use. To use, simply start with the # (pound) symbol, followed by a word or phrase with no punctuation or spaces. They are free and increase your visibility on search engines and across multiple social media sites.

Facebook’s hashtag functionality is similar to other social media sites allowing you to: search for specific hashtags, click on hashtags that originate from other sites, create posts that include hashtags as well as adding hashtags to facebook ads you’re running.

Try creating a hashtag unique to your brand, such as #yourbusinessname or #yourtagline (best thing is, you don’t have to register it, just start typing!) Just remember some common hashtag etiquette, avoid using hashtags that are irrelevant to your post and keep it short and sweet.

If hastags aren’t working on your facebook yet, don’t worry. Facebook indicates it is still in the process of rolling them out and will take a few weeks to complete. 

What a Brand Isn't

There are several popular misconceptions about what defines a brand. A brand is not a logo. A logo or trademark serves as an identifying mark or symbol for the brand, but is not the brand itself. Second, it is not an identity system, which simply controls the use of the logo in advertising, print, web and so on. Finally, a brand is not a product or service. It isn’t something tangible and there isn’t a clear definition.

So if a brand isn’t any of these things, what the heck is it?

A brand is a how a person feels about a product, service, or company. Humans are emotional creatures, regardless of how logical we think we are. Companies cannot control how people feel, but they can do a lot to influence it. A positive feeling can be achieved through creating a great consumer experience. The only comparison that can be made between a company and its competitors is to define what makes them different. This can include everything from the design of the print collateral and website to the way employees interact with customers. 

If people have a positive feeling about your company, you have a pretty good brand. If they have an emotional connection to your brand and they can’t live without it, you have an extraordinary brand.