tag:blogger.com,1999:blog-62724817817073515052024-03-13T20:41:50.270-04:00idbd:focusWelcome to idbd:focus... the blog of Identity Brand + Design: a strategic creative boutique located in Ponte Vedra Beach, Florida, that specializes in brand development, creative services and marketing for businesses across the U.S.identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.comBlogger39125tag:blogger.com,1999:blog-6272481781707351505.post-90254231753036663492017-06-23T15:02:00.000-04:002017-06-23T15:02:09.685-04:00Building Brand Credibility<div class="separator" style="clear: both; text-align: center;">
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When it comes to marketing and positioning a business, one of the most important goals is to build the business's brand credibility. Brand credibility is defined as the believability of a brand's intentions and the promise it makes to the customer, and it generally consists of two factors: expertise and trustworthiness.</div>
<br />In today's hyper-competitive markets, credibility is essential to the effectiveness of the brand. Successful credibility tactics will deliver the brand's key messaging and will connect, motivate and build trust among its customers, encouraging them to engage with the brand.</span><div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /><b><span style="color: #3d85c6;">Build Credibility Through Relevant Content</span></b><br />You want your brand to be known as the "thought-leader" in your industry. The best way to achieve this and build credibility is through sharing relevant content. Relevant content includes industry insights, blog posts, articles, emails, white papers, videos, and even your website. The key to marketing relevant content is to avoid the direct sell. When potential customers know that they can rely on you for useful information without the sales pitch, they will be more apt to purchase your products and services as the trust has already been established.<br /><br /><b><span style="color: #3d85c6;">A Case for the Case Study</span></b><br />The case study is a great tool to use to build immediate brand credibility. A properly executed case study will detail the customer's problem; your assessment, the course of action, products and/or services used to provide a solution; and the end result with, in most cases, a positive customer testimonial included. Case studies allow potential customers to identify with similar issues and see actual results and positive outcomes. <br /><br /><b><span style="color: #3d85c6;">Credibility through Association</span></b><br />Being affiliated or partnered with other successful, reliable companies shows that your brand is also successful & reliable. Use the logos of those that you are affiliated with – credit cards, Better Business Bureau, groups that you belong to, current clients, etc. on your website and marketing materials to build trust and credibility through association.<br /><br /><b><span style="color: #3d85c6;">Invite Engagement and Create an Experience </span></b><br />In the age of social media, the focus is clearly on each individual customer. Keeping up with the brand's social media accounts shows that you are in direct communication with and value your customers. The only way to make customers interact with your brand's content is through a personalized experience and offering this content means sharing relevant, knowledge-based posts and videos that offer solutions (as mentioned in credibility through relevant content above) and desirable experiences. Brands that have been making an effort to personalize their content strategy have been able to increase sales and promote customer satisfaction. </span><div>
<span style="font-family: Trebuchet MS, sans-serif;"><br /><b><span style="color: #3d85c6;">Transparency Goes Hand-in-Hand with Credibility</span></b><br />Customers are smart and savvy – they know when you’re being genuine or when they are being misled. If honesty is truly the best policy, then be transparent and lead by example and with integrity. Customers will appreciate and admire you more when you admit to a mistake, and you will build more credibility when you follow through on the promise of repairing the issue. Explain how you plan to handle it and share the steps being taken to prevent it from reoccurring. <br /><br /><b><span style="color: #3d85c6;">Customer Feedback is Key</span></b><br />What better way is there to build instant credibility than using an actual review from a satisfied customer? In a recent study by <a href="https://business.experticity.com/new-study-traditional-marketing-fails-gain-consumer-trust/" target="_blank">Experticity</a>, the majority of consumers ranked family/friends, online reviews and third-party experts as their top trusted sources when making purchasing decisions. Testimonials, reviews, and endorsements are usually in writing, but video testimonials are growing in popularity – as they are the most effective since they are difficult to fake.<br /><span id="goog_1229987116"></span><span id="goog_1229987117"></span><a href="https://www.blogger.com/"></a><br />By consistently employing the methods above, your brand credibility will grow, giving your business the competitive edge over the competition.<br /></span><div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-33662450749902127162017-01-25T17:17:00.000-05:002017-01-25T17:17:10.773-05:00<h2 style="background-color: white; color: #222222; font-family: arial, tahoma, helvetica, freesans, sans-serif; margin: 0px; position: relative;">
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<span style="font-family: Trebuchet MS, sans-serif;"><br /><br /><span style="color: #666666;">It's not easy being green – unless you are Pantone. <br /><br />Pantone, the world-renowned leader and provider of color systems and color technology in the design industry has recently released it's anticipated choice for <b>Color of the Year </b>for 2017. Over the years, Pantone's Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, beauty, and home, as well as product packaging and graphic design. <br /></span></span><span style="color: #666666; font-family: 'Trebuchet MS', sans-serif;">Pantone’s Color of the Year, <b>Greenery</b>, is said to be a "refreshing and revitalizing shade symbolic of new beginnings". </span><span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #666666;">It is a fresh and zesty yellow-green shade that "evokes the first days of spring when nature’s greens revive, restore and renew". Said to be "nature's neutral", Greenery represents reinvigoration and vitality.</span></span><div>
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<span style="color: #3d85c6; font-family: Times, Times New Roman, serif; font-size: large;">"…Satisfying our growing desire to rejuvenate and revitalize, Greenery symbolizes the reconnection we seek with nature, one another and a larger purpose"</span><br /><span style="font-family: Trebuchet MS, sans-serif;"><span style="color: #666666;"> <span style="font-size: x-small;">– Leatrice Eiserman, Executive Director of the Pantone Color Institute</span></span></span></blockquote>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif; line-height: 18.48px;">To read more and see palette combinations, please visit</span><span style="color: #3d85c6; font-family: "trebuchet ms" , sans-serif; line-height: 18.48px;"> <span style="color: #3d85c6;"><a href="http://www.pantone.com/color-of-the-year-2017"><span style="color: #3d85c6;">http://www.pantone.com/color-of-the-year-2017</span></a>.</span></span></div>
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<span style="color: #666666;"><span style="font-family: "trebuchet ms" , sans-serif;"><span style="color: #444444;">For </span></span><b style="font-family: 'trebuchet ms', sans-serif; line-height: 18.48px;">Identity Brand + Design</b></span><span style="font-family: "trebuchet ms" , sans-serif;"><span style="color: #444444;"><span style="color: #666666;">, the new year has brought back a popular promotion: our </span><a href="http://identitybranddesign.com/new-year-website-promotion/" target="_blank"><span style="color: #3d85c6;">website rejuvenation</span></a><span style="color: #444444;"> </span></span><span style="color: #666666;">that is valid during </span></span><span style="color: #444444; font-family: "trebuchet ms" , sans-serif;"><span style="color: #666666;">the first quarter of 2017. </span><a href="http://identitybranddesign.com/contact/" target="_blank"><span style="color: #3d85c6;">Contact us</span></a><span style="color: #444444;"> </span></span><span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">to learn more about how we can help your business excel in the new year!</span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-38792903714379820122016-12-14T12:28:00.000-05:002016-12-14T12:28:21.585-05:00Brand Authenticity: Keeping it Real<div class="separator" style="clear: both; text-align: center;">
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;"><span style="background-color: white; font-size: 13.2px; line-height: 18.48px;">You hear a lot of talk these days of brands needing to "keep it real", and that when a brand does fail, it is mostly due to their lack of authenticity. Well what exactly is Brand Authenticity, and why does it matter?</span></span><br />
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<span style="color: #666666;">Brand Authenticity refers to how a consumer perceives a brand: Is the brand following through on its promises? Is the brand being true to itself and its consumers? Is the brand empathetic, responsible and trustworthy? Does the brand provide support to its consumers in being true to themselves?</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">In order to achieve true Brand Authenticity, the brand would need to be molded around the consumer's wants, needs, desires, and problems. This would involve an emotional connection with the consumer that is forged over time through continuity, credibility, integrity, and meaning.</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Does the brand have a history with the consumer? Has it survived through time and trends? Does the brand look toward the future and remain engaged with its consumers?</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Does the brand deliver on its promises? Has the brand remained true to its consumers? Is the brand honest and trustworthy?</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Does the brand operate on a set of core values that is taken seriously? Does it truly care about its consumers by giving back?</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Does the brand reflect the values that are important to its consumers? Does the brand bring value and meaning to its consumers' lives?</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Brand Authenticity requires the brand to be emotional and empathetic with its consumers. Not only talk the talk, but also walk the walk and stay engaged by encouraging consumer interaction through social media, personal stories and videos. Building the emotional connection with the consumer is key to authenticity.</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">This year, 3 brands have stood out when it came to building brand authenticity through emotional marketing. </span><i style="color: #666666; font-family: 'trebuchet ms', sans-serif; font-size: 13.2px; line-height: 18.48px;">Amazon Prime</i><span style="color: #666666; font-family: "trebuchet ms" , sans-serif; font-size: 13.2px; line-height: 18.48px;"> delivered a great promotion this year focusing on the emotional connection to boost their brand authenticity. </span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;"><i>Zillow </i>displayed extreme empathy by showcasing their actual customers in their promotions, which created high value, meaning and connection for their customers. </span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif; font-size: 13.2px; line-height: 18.48px;">And <i>Publix</i> enforces their brand authenticity and connection through continuity and meaning.</span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-27412217355975487552016-11-08T12:01:00.000-05:002016-11-08T12:02:20.618-05:00Brand Positioning: A Battle in the Online Real Estate Industry<div class="separator" style="clear: both; text-align: center;">
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;"><span style="background-color: white; font-size: 13.2px; line-height: 18.48px;">Brand positioning refers to how a customer sees your products and/or services relative to the competition. It usually consists of a short statement that <i>articulates the brand's unique value proposition to the customer</i>. Brand positioning is usually one of the most important sections of the marketing plan as it brings focus to the strategy and tactics utilized in the brand's marketing efforts.</span></span><br />
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<span style="font-size: 13.2px; line-height: 18.48px;"><span style="color: #666666;">It is important to stress that <i>focus</i> is the key to developing the most successful and powerful brands. </span></span><span style="color: #666666; font-size: 13.2px; line-height: 18.48px;">A brand’s position needs to be unique, believable and capable of evolving over time to reflect changes in the marketplace, new competitors, and new benefits. </span><span style="color: #666666; font-size: 13.2px; line-height: 18.48px;">When it comes to developing your brand's position, you will need to think about how you want your brand to be perceived in the marketplace to create clarity, consistency, and continuity.</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">A successful brand positioning statement tends to answer four key questions:</span></div>
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<li><span style="color: #666666; font-family: "trebuchet ms" , sans-serif;"><span style="font-size: 13.2px; line-height: 18.48px;">What industry/category does the brand compete in?</span></span></li>
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<span style="color: #3d85c6; font-family: "trebuchet ms" , sans-serif;"><b>A Quick Case Study: Zillow</b></span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Over the past few years, Zillow (zillow.com) has risen to become the leader in the real estate industry to its customers and competitors. As technology – and Zillow's efforts – advanced, the competitors in the industry remained a bit complacent. This allowed Zillow to position themselves as: </span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;"><i>The leading real estate and rental marketplace dedicated to empowering consumers with data, inspiration and knowledge around the place they call home, and connecting them with the best local professionals who can help.</i></span></blockquote>
<span style="color: #666666; font-family: "trebuchet ms" , sans-serif; font-size: 13.2px; line-height: 18.48px;">This position clearly defines Zillow's target market (consumers looking for real estate/rentals), defines the industry it competes in (real estate/rental marketplace), describes the benefits it provides (empowering and inspiring consumers), and creates trust by tapping into their emotions to help them find <i>a place they call home</i>.</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif; font-size: 13.2px; line-height: 18.48px;">Zillow's marketing efforts have taken their positioning a step further with emotional marketing by using actual people (non-actors) in their campaigns to strengthen the connection with the customer and differentiate themselves from their main competitor, Realtor.com.</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif; font-size: 13.2px; line-height: 18.48px;"><i>From Youtube, Zillow's Gunnar's Home:</i></span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif; font-size: 13.2px; line-height: 18.48px;">Whatever home means to you, we'll help you find it. Zillow's marketing and brand position focuses on the emotional benefits of purchasing and owning a home. This contrasts with their main competitor, Realtor.com, who are focusing on the "dream" of home ownership and using a recognizable actor (Elizabeth Banks) as their spokesperson.</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif; font-size: 13.2px; line-height: 18.48px;"><i>From Youtube, Realtor.com's Dream Closet</i></span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;"><span style="font-size: 13.2px; line-height: 18.48px;">Dream home. Find home. Own home. Realtor.com. They are using a completely different marketing style to position themselves against Zillow to once again become the industry leader. Although the ads may be a bit comical and you see a somewhat familiar face in them, they miss the mark on connecting emotionally with the customer. Here is an interesting <a href="http://www.inman.com/2016/05/17/realtor-com-vs-zillow-a-nasty-fight-for-home-turf/" target="_blank">article by inman.com</a> that details the positioning battle between Zillow and Realtor.com </span></span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;"><span style="font-size: 13.2px; line-height: 18.48px;">When comparing the two campaigns and the positioning of both brands, do you agree that Zillow has positioned themselves well as the real estate industry leader? </span></span>identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-37606620221213814992016-07-21T16:40:00.003-04:002016-07-21T16:40:40.704-04:00<div class="separator" style="clear: both; text-align: center;">
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<span style="font-weight: normal;"><span style="color: #3d85c6; font-family: "trebuchet ms" , sans-serif;">The How, Where and Why of Nonprofit Storytelling</span></span></h2>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Over the past few years, brand development has been experiencing a fundamental shift toward a more personal, connective state in business – and becoming more "humanized." In business, brands and branding techniques are changing to become a more active part of the conversation with customers, creating more immersive and interactive experiences. One of the best ways to achieve this emotional connection with customers is by telling the brand story, or </span><i style="color: #666666; font-family: 'Trebuchet MS', sans-serif;">storytelling</i><span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">.</span><br />
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">People love stories, especially the ones where they can identify with. This connection forges an emotional bond between the brand and the customer, aligning them with the emotional core of the brand. A mix of visual and content storytelling inspires emotions and increases trust, which leads to more brand value. Every brand has a story and that story needs to speak to the customer. Most can relate to a common issue or problem that requires a definitive solution... so share how the brand has overcome these obstacles with a solution... and how the brand can provide the best solution to its customers' issues as well.</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">When it comes to nonprofit organizations, storytelling is one of the most important parts of communication and fundraising. A well-crafted story can give supporters insight into the daily operations of a nonprofit, highlight the history of the organization, or outline the need for its services – all to connect with supporters and encourage them into action. </span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Storytelling can be achieved through testimonials, mission statements, event summaries, or even an actual story that details a character who experiences a change or transformation – which tends to be the most powerful. The character, the protagonist, needs to be a real person – someone the audience can connect or empathize with – and should have a problem or need that your organization can help provide a solution for. There is an obstacle in the character's way that serves as the antagonist of the story, and your organization needs to describe how and why the audience is crucial to the success of the character overcoming the obstacle. This makes the audience a part of the story, compelling them to assist the character, thus creating a bond between the audience and the organization.</span></div>
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<span style="font-family: "trebuchet ms" , sans-serif;"><span style="color: #666666;">One of the most prominent storytelling tools used by nonprofits today is their website. The most successful nonprofit websites are a combination of great website structure, design, content, and functionality. According to researchers from the </span><a href="http://meyerfoundation.org/how-we-work/strategies/stories-worth-telling" target="_blank"><span style="color: #3d85c6;">Joint Initiative of Georgetown University Center for Social Impact Communication and the Meyer Foundation</span></a><span style="color: #666666;">: </span></span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">• 33% of nonprofits have at least one story on their homepage;</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">• 21% have a separate page for their stories; and</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">• 15% integrate their stories into program-specific pages.</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Nonprofit stories on websites can be delivered via text, video, photos, illustrations, audio, or a combination of media. People are most stimulated through imagery and video as it's easier to remember than text, so incorporating visuals into your story is imperative. Choose imagery that aids in telling the story, reflecting on the mission and goals of the organization. </span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Storytelling for nonprofits is intended to connect with supporters and inspire them to act. Whether it is one or a combination of three main nonprofit goals – fundraising, awareness, or advocacy – creating call-to-actions to donate, volunteer, contact or share content in conjunction with the story will guide supporters to follow through.</span></div>
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<span style="color: #666666; font-family: "trebuchet ms" , sans-serif;">Following these guidelines – by creating compelling stories on a professionally-designed website with clear call-to-actions – will enhance your organization's impact and strengthen its brand.</span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-44515023888819079752016-06-28T00:11:00.001-04:002016-06-28T00:11:15.377-04:00<h3 class="post-title entry-title" style="background-color: white; color: #222222; font-size: 22px; font-stretch: normal; font-weight: normal; margin: 0.75em 0px 0px; position: relative;">
<span style="color: #3d85c6; font-family: Verdana, sans-serif;">Humanizing Brands with Personality & Essence</span></h3>
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<span style="font-family: Verdana, sans-serif;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #444444;">As we've discussed in a recent blog post about </span><a href="http://idbdfocus.blogspot.com/2016/03/the-big-shift.html"><span style="color: #3d85c6;">The Big Shift in Branding</span></a><span style="color: #444444;">, brand development has been experiencing a fundamental shift toward a more personal, connective state in business – and becoming more "humanized." Customers expect to be able to interact with brands directly by demanding new products/services and by becoming a more active part of the conversation. Brands and branding techniques are changing to reflect this by offering a more immersive, customized experience. </span></span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Telling the brand story will </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">forge an emotional bond between the brand and the customer, aligning them with the emotional core of the brand and creating a more human-like feel.</span></span><br />
<span style="font-family: Verdana, sans-serif;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #444444;"><br /></span></span> <span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Customers are more likely to identify with more humanized brands. The challenge is to figure out which human characteristics your brand possesses. You also want your customers to identify with specific emotions when experiencing your brand. In order to become more humanized, brands should focus on developing their brand <i><b>personality</b></i> and <i><b>essence</b></i>. </span></span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">A brand's <b><i>personality</i></b> is the application of human characteristics to the brand. It describes how the brand thinks, acts, and reacts. To determine your brand's personality, think of your brand's story... and how you would describe your brand, products and/or services.</span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"> Brand personality types are very similar to the big five personality traits of openness, conscientiousness, extraversion, agreeableness and neuroticism. </span></span><br />
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<span style="color: #444444; font-family: Verdana, sans-serif;">For business, the five core brand personality traits are based on:</span></div>
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<li><span style="color: #444444; font-family: Verdana, sans-serif;"><b>Sincerity</b> – sensible, honest, wholesome.<br /></span></li>
<li><span style="color: #444444; font-family: Verdana, sans-serif;"><b>Excitement</b> – daring, spirited, imaginative, advanced.<br /></span></li>
<li><b style="color: #444444; font-family: Verdana, sans-serif;">Competence</b><span style="color: #444444; font-family: Verdana, sans-serif;"> – reliable, intelligent, successful.<br /></span></li>
<li><b style="color: #444444; font-family: Verdana, sans-serif;">Sophistication</b><span style="color: #444444; font-family: Verdana, sans-serif;"> – high-end, charming, exclusive.<br /></span></li>
<li><span style="color: #444444; font-family: Verdana, sans-serif;"><b>Ruggedness</b> – outdoorsy, tough, athletic.</span></li>
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<span style="color: #444444; font-family: Verdana, sans-serif;">Every brand can be described as having one of these traits as their brand personality. </span><span style="color: #444444; font-family: Verdana, sans-serif;">For example, Disney projects magical, imaginative feelings, centering around excitement; Ford trucks are built tough, providing a strong, rugged brand personality; and FedEx delivers to the world on time, maintaining their reliability and competence.</span></div>
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<span style="color: #444444; font-family: Verdana, sans-serif;">In addition to having a personality, </span><span style="color: #444444; font-family: Verdana, sans-serif;">you want your customers to feel</span><span style="color: #444444; font-family: Verdana, sans-serif;"> </span><span style="color: #444444; font-family: Verdana, sans-serif;">intangible emotions </span><span style="color: #444444; font-family: Verdana, sans-serif;">when they experience your brand.</span><span style="color: #444444; font-family: Verdana, sans-serif;"> This is </span><span style="color: #444444; font-family: Verdana, sans-serif;">the heart & soul of the brand, known as the</span><span style="color: #444444; font-family: Verdana, sans-serif;"> brand's </span><span style="color: #444444; font-family: Verdana, sans-serif;"><i style="font-weight: bold;">essence</i>.</span><span style="color: #444444; font-family: Verdana, sans-serif;"> </span></div>
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<span style="font-family: Verdana, sans-serif;"><span style="color: #444444;">Brian Solis, a media thought leader and author, provides 9 criteria for establishing brand essence in his </span><span style="color: #444444;">book, </span><a href="https://www.amazon.com/End-Business-As-Usual-Revolution/dp/1118077555?ie=UTF8&*Version*=1&*entries*=0"><span style="color: #3d85c6;">The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution</span></a><span style="color: #444444;">.</span></span></div>
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<li><b>Focus.</b> Find one word that defines the brand and delivers a unique experience.<br /></li>
<li><b>Feeling.</b> Describe what it is you want a consumer to feel – the <i>intangible emotion</i> – when he/she comes into contact with your brand.<br /></li>
<li><b>Individuality.</b> What makes the brand <i>unique</i>?<br /></li>
<li><b>Experience.</b> When a consumer experiences a product or service, what feelings does the encounter elicit? Was it <i>meaningful</i>?<br /></li>
<li><b>Consistency.</b> What a brand conveys now and every day and delivers as promised.<br /><b><br /></b></li>
<li><b>Credibility.</b> Align the brand essence with experiences and adjust the course of engagement and transformation when necessary. Be <i>authentic</i>.<br /></li>
<li><b>Longevity/Sustainability.</b> Is the brand's essence designed to last and stand the test of time, and is it infused in every aspect of your brand?<br /></li>
<li><b>Personal.</b> Something personal that people aspire to embrace and be a part of.<br /></li>
<li><b>Portable/Scalable.</b> A strong understanding of how emotion is transferable across networks and extensions.<br /></li>
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<span style="font-family: Verdana, sans-serif;"><span style="color: #444444;">Brand essence is usually best described using one word. Some prominent examples of brand essence include Volvo being "safe", Disney being "magical", </span></span><span style="color: #444444; font-family: Verdana, sans-serif;">and Coca-Cola being "refreshing".</span><br />
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<span style="font-family: Verdana, sans-serif;"><span style="color: #444444;">Identifying your brand's personality and essence, in addition to providing a customized brand experience, will create a more humanized brand and strengthen the bond with your customers. Using the tips outlined above, how would you describe your brand's personality and essence?</span></span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-65517925414790934062016-05-25T17:10:00.002-04:002016-06-27T20:30:40.021-04:00<h3 class="post-title entry-title" itemprop="name" style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 22px; font-stretch: normal; font-weight: normal; margin: 0.75em 0px 0px; position: relative;">
<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif;">Building Brand Trust in 3 Steps</span></h3>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="color: #444444;">As humans, we intrinsically understand the significance of trust in our lives. From our personal relationships, to finances and medicine – we depend on that trust to enrich our lives and keep us safe on a daily basis.</span><br /><br /><span style="color: #444444;">When it comes to business, having a truly successful brand is based on one single concept: </span><b style="color: #444444;">trust.</b><span style="color: #444444;"> With brand trust, you'll sustain a loyal customer base, engage new customers and become more prosperous. A study by </span><a href="http://hutrust.com/research/"><span style="color: #3d85c6;">Mext Consulting</span></a><span style="color: #444444;"> a few years back found that when people trust a brand:</span><br /> </span><br />
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<li><span style="color: #444444;"><b>83%</b> will <i>recommend</i> the brand to other people; </span></li>
<li><span style="color: #444444;"><b>82%</b> will <i>continue to use</i> the brand frequently; </span></li>
<li><span style="color: #444444;"><b>78%</b> will <i>give the brand's new products/services a chance</i>; and </span></li>
<li><span style="color: #444444;"><b>50%</b> will <i>pay more</i> for the brand's products/services. </span></li>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"> <br /><span style="color: #444444;">In order to get your customers to buy more, try more and ultimately pay more for your products/services, you have to <b>build brand trust.</b> The first step in creating brand trust is to</span></span><br />
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif;">| Nurture the customer relationship by creating an emotional connection.</span></h3>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /><span style="color: #444444;">Tell the brand story. People love stories, especially ones they can identify with. This connection will <b>forge a bond between the brand and the customer,</b> aligning them with the emotional core of the brand. A mix of relevant, meaningful content <b>inspires emotions and increases trust.</b> Every brand has a story, so make sure that story speaks to the customer. <b>Keep it authentic, genuine and true.</b> Most can relate to a common issue or problem that requires a definitive solution... so share how the brand has overcome these obstacles with a solution... and how the brand can provide the best solution to its customers' issues as well. Brands that are able to genuinely connect with their customers and community of supporters will have a strategic advantage over those brands that don't.</span><br /><br /><span style="color: #444444;">Secondly, <b>reputation matters </b>a great deal in creating brand trust, especially for the online business. </span><br /></span><br />
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif;">| Always demonstrate consistency, competency and credibility.</span></h3>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"> <br /><span style="color: #444444;">Be <b>consistent</b> with the level of service and quality that your brand provides, as well as in every aspect of the business. Listen to your customers and respond with action. Doing so <b>will not only create trust; it will exhibit competency</b> which will ultimately lead to earning the respect of customers. <b>Nurture the credibility factor </b>through endorsements, case studies, testimonials, customer reviews... and encourage customers to talk about their experiences with the brand via social media. Credibility will provoke curiosity among potential new customers.</span><br /><br /><span style="color: #444444;">When it comes to your brand, <b>character counts</b> just as much, if not more than it does in personal relationships. Lastly...</span></span></div>
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif;">| Be transparent and deliver on promises. Honesty is always the best policy. </span></h3>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;">Customers are smart and savvy – they know when you’re being genuine or when they are being misled. If honesty is truly the best policy, <b>then be transparent and lead by example and with integrity. </b>Customers will appreciate and admire you more when you admit to a mistake, and you will earn their trust when you follow through on the promise of repairing the issue. Explain how you plan to handle it and share the steps being taken to prevent it from reoccurring. </span></div>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;"><br />Everything you express about your brand is a promise. Follow through on those promises, nurture the customer relationship and your <b>brand trust,</b> as well as value, will thrive.</span><br />
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-53417597217291335862016-04-26T20:27:00.002-04:002016-04-26T20:27:49.579-04:00<h3 class="post-title entry-title" itemprop="name" style="background-color: white; font-size: 22px; font-stretch: normal; font-weight: normal; margin: 0.75em 0px 0px; position: relative;">
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">One of the most important pieces in brand development is the formation of the <b>value proposition</b>. In the simplest of terms, a value proposition is the promise of value to be delivered. It describes how the brand, its products and services <b><i>add value</i></b> to the customer – <b>the tangible and intangible customer benefit.</b><br /></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Essentially, your value proposition should be successful in explaining how your products/services solve problems or improve situations, what benefits the customer will receive, as well as why the customer should choose you over the competition. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Without a value proposition, your brand will lack focus and confuse customers. This confusion will lead to reduced trust in your brand and, eventually, a loss in customers and sales. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">When it comes to your brand, the last thing you want is a lack of trust and confusion. </span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">In order to fully understand the importance of the value proposition, we're going to deconstruct its pieces and explain the importance of each element. As long as you've completed some extensive research during your initial brand development, establishing a value proposition can be a somewhat straightforward process. To craft the value proposition, you want to focus on four main elements: benefits, target customers, differentiation, and measurable proof.</span><div>
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<li><span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #3d85c6;">Identify Customer Benefits.</span><span style="color: #444444;"> </span></b><span style="color: #444444;">Make a list of ALL benefits your brand, products, and/or services provide, explaining what you can do for the customer. It is all about the customer, and what's in it for them. Traditionally, value propositions tend to emphasize one of 4 basic benefits: lowest prices, uniquely better products/services, making things easier, and ownership of customer results.</span></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #3d85c6;">Define Your Customer.</span></b><span style="color: #444444;"> Who, exactly, does your brand, its products, and/or services cater to? Clearly define your target customer.</span></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #3d85c6;">Differentiate from the Competition.</span></b><span style="color: #444444;"> Clearly identify the strengths of your brand. What makes you different and better than your competitors?</span><span style="color: #3d85c6;"><br /></span></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #3d85c6;">Provide Measurable Proof.</span></b><span style="color: #444444;"> Provide an explanation and proof of how and why your brand, products and/or services are the best solution that can deliver better results over the competition.</span></span></li>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Brands aren’t always built on a single value proposition. The more value that your brand brings to its customers, the stronger your brand and the more unique it will be, as long as these additional values support the main benefit.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Identifying your value proposition and additional values is integral in supporting your brand and its story. In order to build your brand further, you need to share these brand messages with your customer through marketing. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">When applying your value proposition to marketing pieces, for example, a website or landing page, follow this formula for maximum impact and higher conversion rates:</span><div>
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<li><span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #3d85c6;">Headline.</span><span style="color: #444444;"> </span></b><span style="color: #444444;">This should describe the end benefit – the most important benefit – that you are offering to the customer.</span></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #3d85c6;">Sub-header or Short Paragraph.</span><span style="color: #444444;"> </span></b><span style="color: #444444;">This provides a detailed explanation of the products/services offered, who you offer them to and why.</span></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #3d85c6;"><b>Bullet Points</b> (optional)</span><b><span style="color: #3d85c6;">.</span><span style="color: #444444;"> </span></b><span style="color: #444444;">This information lists additional value/benefits/features.</span></span></li>
<li><span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;"><b>Call-to-Action</b></span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><b style="color: black;"><span style="color: #3d85c6;">.</span></b> Prompt the customer to take action.<br /></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: #3d85c6;">Visual Element. </span></b><span style="color: #444444;">Follow up with a visual element – an image or video – that enhances your message and supports the value/benefits/features.</span></span></li>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #444444;">Need a visual? Here are 10 value proposition </span><a href="https://www.impactbnd.com/blog/10-value-propositions-you-wish-you-had" target="_blank"><span style="color: #3d85c6;">samples</span></a><span style="color: #444444;"> found on some popular websites.</span></span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-27794856787644612522016-03-25T10:11:00.001-04:002016-03-25T10:11:10.006-04:00The Big Shift<div class="separator" style="clear: both; text-align: center;">
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A brand is so much more than a logo and tagline. It's the underlying foundation of everything relative to your business – what it is, it's products/services, what values it stands for, who it employs… and the feeling, meaning and thoughts customers get when using the brand's products/services.<br />
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Over the past few years, brand development has been experiencing a fundamental shift toward a more personal, connective state in business – and becoming more "humanized." Today's customers expect to be able to interact with brands directly by demanding new products/services and by becoming a more active part of the conversation. Brands and branding techniques are changing to reflect this, as it's now common to see a brand directly communicating with customers over social media. As a result, branding will no longer focus on simply projecting a particular image or lifestyle, but will start to offer more immersive customer experiences, creating a shift from <b>"THE BRAND" </b>to <b>"THE BRAND EXPERIENCE."</b><br />
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To provide the best in immersive customer experiences, brands in 2016 will start to:<br />
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<b>1. Tell the brand story to create an emotional connection.</b><br />
People love stories, especially the ones where they can identify with. This connection forges an emotional bond between the brand and the customer, aligning them with the emotional core of the brand. A mix of visual and content storytelling inspires emotions and increases trust, which leads to more brand value. Every brand has a story, so make sure that story speaks to the customer. Most can relate to a common issue or problem that requires a definitive solution... so share how the brand has overcome these obstacles with a solution... and how the brand can provide the best solution to its customers' issues as well.<br />
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<b>2. Present a more customized experience.</b><br />
From personalized products (personalized coca-cola bottles), customized content (how-to videos, e-books, etc.) to direct connection on social media platforms, the focus is clearly on each individual customer. Customized content marketing will be even more on the rise as brands will spend more time devoted to more relevant and inspiring content creation to meet the customer need. The only way to make customers interact with content is through personalization, and offering this content means sharing relevant, knowledge-based posts and videos that offer solutions. Brands that have been making an effort to personalize their content strategy have been able to increase sales, inspire users to stay longer on their websites & promote customer satisfaction.<br />
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<b>3. Be clear on your brand personality... and be human.</b><br />
Customers are more likely to identify with more humanized brands. The challenge is to figure out which human characteristics your brand possesses. You also want your customers to identify with specific emotions when experiencing your brand. In order to become more humanized, brands should first focus on developing their brand personality and essence. <span class="Apple-tab-span" style="white-space: pre;">A brand's </span>personality is the application of human characteristics to the brand. It describes how the brand thinks, acts, and reacts. <span class="Apple-tab-span" style="white-space: pre;">A brand's e</span>ssence is the intangible emotion you want your customers to feel when they experience your brand – the heart & soul of the brand.<br />
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All brands want to create an ongoing relationship with their customers, and this approach will allow them to meet their customers' needs more effectively while keeping them even more closely connected to their customer base.identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-24660622525200410702016-02-17T10:01:00.001-05:002016-02-17T10:01:59.730-05:00For the Love of Great Type<div>
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<span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; font-size: 13.2px; line-height: 18.48px;">One of the most important aspects of any piece of design hinges on its use of typography. The proper choice of font, its placement on the page, color spacing, etc., all combine to set the tone of a piece. Whether you choose a serif or sans-serif, modern or traditional style, roman or italic type treatment, a few principles should be followed to ensure great typographical design.</span><br />
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<span style="color: #3d85c6; font-family: "verdana" , sans-serif; font-weight: normal;">1. Font Overload.</span></h3>
<span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; font-size: 13.2px; line-height: 18.48px;">There are hundreds of thousands of beautiful typefaces out there... <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="6736e35d-6fad-44b7-a59b-ff1d0739392f" id="89d948a2-9e11-4f04-8a2a-93716882cc7d">however</span>, using them all could cause continuity issues, as well as a seizure! Limit your use of too many fonts. A general rule of thumb would be to use 2 different fonts... <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="b493b221-cbba-4aa2-90f2-75440a04c5ee" id="0ff370b0-8140-4565-9727-2a08f67dad77">at</span> the very most, 3. Varying the weights, sizes and styles of a chosen font family for headers, <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="0be36319-71b9-44a1-a529-b1065eb4e3b4" id="596ccdb6-a8e8-448c-ab80-2194d330c5be">subheaders</span> and body text will usually be all you need to keep a cohesive, professional look in a design.</span><br />
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<span style="color: #3d85c6; font-family: "verdana" , sans-serif; font-weight: normal;">2. Size Matters.</span></h3>
<span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; font-size: 13.2px; line-height: 18.48px;">Yes, size DOES truly matter in creating great typography in your design. It helps to distinguish and group different sections of thought throughout the piece... <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="a7cdf4b3-419d-4c81-9f75-3d10e9aa756a" id="b663469b-e9c9-4c22-ba49-7bfc52f723d3">establishing</span> a flow for reading and legibility. Body copy should be all one size... <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="62ae72c8-c63f-4e9f-be06-23a6e6e516dd" id="24e65f1d-0d30-459c-adf7-1e247e7577dd">and</span> determining that size should depend on the media it will be viewed (print or online?) and who the viewer will be (20-<span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="62ae72c8-c63f-4e9f-be06-23a6e6e516dd" id="68686668-f21a-49de-b7a4-eb35e339de42">somethings</span> or baby-boomers?). Use headers and <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="7809fd05-d191-4613-a0a1-6f2bd4796c5a" id="cc2bc85a-0228-4903-ae5f-d26b626f2547">subheaders</span> in a larger size than the body to further organize the content to make the piece more appealing.</span><br />
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<span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; font-size: 13.2px; line-height: 18.48px;">When it comes to websites, a good rule of thumb is to make sure that your font sizes are over 16 pixels for body copy for optimal reading ability. Of course, every font is different when it comes to design and size, so testing the font will be a must for use online.</span><br />
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<span style="color: #3d85c6; font-family: "verdana" , sans-serif; font-weight: normal;">3. Space – The Final Frontier?</span></h3>
<span style="background-color: white; color: #222222; font-family: "verdana" , sans-serif; font-size: 13.2px; line-height: 18.48px;">There 4 types of spatial properties that need to be correctly addressed when working with typography:</span><br />
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<li style="margin: 0px 0px 0.25em; padding: 0px;"><span style="font-family: "verdana" , sans-serif;">Leading, the space between the baselines of successive lines of text;</span></li>
<li style="margin: 0px 0px 0.25em; padding: 0px;"><span style="font-family: "verdana" , sans-serif;">Tracking, the space between groups of letters;</span></li>
<li style="margin: 0px 0px 0.25em; padding: 0px;"><span style="font-family: "verdana" , sans-serif;">Kerning, the space between each character in a font; and</span></li>
<li style="margin: 0px 0px 0.25em; padding: 0px;"><span style="font-family: "verdana" , sans-serif;">Alignment, how the text aligns on a page.</span></li>
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<span style="font-family: "verdana" , sans-serif;">Leading can affect the readability of long lines of text. The tighter (closer) the leading, the harder the text may be to read. The looser the leading, and the more white space there is can reduce the pace of reading. It is recommended that leading be set at 120% of the font size. For example, if you have 10pt text, your leading should be set <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="207ea2e8-a234-4817-a4c8-b43fde300081" id="b17cb9e7-0c52-4d8d-bbed-7d1a0a75b6bd">at</span> 12pt.<br /><br />Tracking can be described as loose, tight, or set by a numerical value. It is a more global setting that affects how close all the characters are. Generally, the longer the line, the looser the tracking needs to be, depending on the font.</span></div>
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<span style="font-family: "verdana" , sans-serif;">Kerning is the local view of space between characters. The shape </span><span style="font-family: "verdana" , sans-serif;">and the amount of space between</span><span style="font-family: "verdana" , sans-serif;"> each character will determine the need for kerning. Proper kerning will allow the eye to flow easily when reading a piece.</span></div>
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<span style="font-family: "verdana" , sans-serif;">Alignment refers to flush left, flush right, centered, or justified text. Flush left is how western societies normally read... <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="370789da-aea4-40db-91ef-c06b8ffbc88a" id="be4d9c04-0932-4a0b-91c6-9f3a93d77790">from</span> left to right... <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="0abeb2c9-5c78-4ba2-a695-36f7304770b3" id="1b3acafc-f0ec-4c34-820d-3e6d8ec4a9b8">with</span> the text aligned to the left and ragged right. Flush right is more cumbersome to read and is traditionally used to highlight important sections of text. Centering text works best with limited lines as it can be difficult to read. Justified text means that both the start and end lines of text reach both the left and right edges. This can create awkward spaces (valleys) throughout a block of text. However, when done correctly, it can create a very clean and legible effect.</span><br />
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<span style="color: #3d85c6; font-family: Verdana, sans-serif; font-weight: normal;">4. Readability/Legibility... What's the Difference?</span></h3>
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<span style="font-family: Verdana, sans-serif;">Readability refers to how easy it is to read words, sentences and blocks of text. Legibility is the capability of distinguishing one letter from the next in a font, and distinguishing small chunks of text (headers).</span><br /><span style="font-family: Verdana, sans-serif;"><br /></span><span style="font-family: Verdana, sans-serif;">Our eyes read in phrases, and the shapes of <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="5bd17ec9-0e94-4a67-8e30-e7df121998ce" id="ca5df09c-8a36-4f24-8c54-9618c4424e2e">words</span> determine the speed at which we read and comprehend. For long blocks of text (body copy), sans-serif or old style serif fonts set in lowercase provide the best standards for readability. All caps are suitable for headlines and short sentences. Using fonts with extra large or small x-heights <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="e5c12c90-b485-4b2d-a7d8-61627f28a80c" id="ece21165-048c-4c33-b7bf-81a36b83ec5c">makes</span> text less legible.</span><br /><span style="font-family: Verdana, sans-serif;"><br /></span><h3 style="margin: 0px; position: relative;">
<span style="color: #3d85c6; font-family: Verdana, sans-serif; font-weight: normal;">5. Color Me a Rainbow... <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="512b1adf-f2ac-4354-a3e8-bd192cedca04" id="fb9788c1-6a68-4fec-9c53-d4b56771a02b">or</span> Not!</span></h3>
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<span style="font-family: Verdana, sans-serif;">Color and typography interact dynamically and help to set the tone for a design piece. Choosing certain colors can help attract attention, organize content, and help with readability. Black on white is the easiest to read, however; using other colors with high contrast can work as well. The same colors create different effects when placed on light and dark backgrounds, so it's a good thing to experiment to find which works best.</span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-69307298824305863132016-01-21T22:48:00.000-05:002016-01-21T22:48:53.554-05:00<h2 style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; margin: 0px; position: relative;">
<span style="color: #3d85c6; font-family: arial, helvetica, sans-serif;"><span style="font-size: large;">New for 2016...</span></span></h2>
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<span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">The onset of January always sets the stage for those things that are <b>NEW</b> – a new year, a new business plan, a new look, a new color... <b>Pantone</b> color that is.<b> </b>Pantone, the world-renowned leader of color and provider of color systems and technology in the design industry has recently </span><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">released it's anticipated choice for </span><b style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">Color of the Year</b><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">. Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home and industrial design, as well as product packaging and graphic design. This year, Pantone did something much different – it chose <i>2 colors</i>. For 2016, Pantone selected the blending of 2 shades: </span><b style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">Rose Quartz</b><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">, PMS 13-1520, and <b>Serenity</b>, PMS 15-3919, saying that <i>"joined together, Rose Quartz and Serenity demonstrate an inherent balance between a warmer rose tone and the cooler tranquil blue, reflecting connection and wellness as well as a soothing sense of order and peace.</i></span><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;"><i>"</i></span><br />
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<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">To read more, please visit </span><span style="background-color: transparent; line-height: 18.48px;"><span style="color: #3d85c6; font-family: Trebuchet MS, sans-serif;"><a href="http://www.pantone.com/color-of-the-year-2016">http://www.pantone.com/color-of-the-year-2016</a>.</span></span></div>
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<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;">We applaud Pantone for selecting this color combination and recognizing the soothing, calming effects these colors can produce. These colors are sure to be prominent in the beauty and fashion industries for 2016... and will be appearing in athletic wear throughout yoga studios this year.</span></div>
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<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;">So what are your thoughts on the Color of the Year? What has 2016 unveiled for you?</span></div>
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<span style="font-family: 'Trebuchet MS', sans-serif;"><span style="color: #444444;">For </span></span><b style="color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.48px;">Identity Brand + Design</b><span style="font-family: 'Trebuchet MS', sans-serif;"><span style="color: #444444;">, the new year has brought some recent additions to our</span><span style="color: #444444;"> repertoire of offerings: a </span><span style="color: #3d85c6;"><a href="http://identitybranddesign.com/new-year-website-promotion/" target="_blank">special website promotion</a> </span></span><span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;">for the first quarter of 2016, as well as a subscription-based website maintenance service now available to all clients. <a href="http://identitybranddesign.com/contact/" target="_blank">Contact us</a> to learn more about how we can help your business excel in the new year!</span></div>
identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com1tag:blogger.com,1999:blog-6272481781707351505.post-76757169299862043122015-12-14T20:53:00.000-05:002015-12-14T22:09:38.861-05:00<h2 style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 22px; margin: 0px; position: relative;">
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: medium;">Our Top 5 Emotional Marketing & Advertising Campaigns of 2015</span></h3>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;">It's the most wonderful time of the year – again – when I get to write about one of my most favorite aspects of television – the commercials. In all seriousness, having worked in the television industry for over 17 years, I was always intrigued by the concepts that were produced to sell and market products: the creative, the humorous, the sexy, the direct sell, and more often than not, the emotional. </span></div>
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<span style="font-weight: normal;"><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;">Emotional Marketing</span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;"> is used to create a bond between a brand and a consumer by engaging an emotional response in the consumer for the brand... in which the brand is hoping to fulfill a specific need. Storylines, symbolism and imagery, cinematography, music integration, product placement, etc., all need to work together to produce the desired emotional response from the consumer. Elicited responses can range from love, joy, security, elation, reassurance, gratification, and empowerment, just to name a few. </span></span></div>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;">Emotional Marketing also creates a personality for the brand, in which the consumer will recognize and gravitate towards, further developing the bond between the brand and the consumer. Developing a personality for the brand is critical in emotional branding... and it is established over time.</span></div>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;">There have been some amazing emotional marketing & advertising campaigns over the past year, and I've managed to compile my top 5 for the year. Hang onto your seat... and bring a box of Kleenex!</span></div>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;"><i style="font-weight: normal;">And speaking of Kleenex...</i></span><br />
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">#5. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">Kleenex – "Unlikely Best Friends"</span><br />
<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;"><span style="font-size: 13.2px; font-weight: normal; line-height: 18.48px;">This spot focuses on taking a chance and overcoming obstacles. It's a feel-good story with a nice, upbeat score with a very happy ending.</span></span><br />
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">#4. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">Publix – "Another Day"</span><br />
<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;"><span style="font-size: 13.2px; font-weight: normal; line-height: 18.48px;">Publix has been on a roll the past couple years with some of the best emotional campaigns. This piece is no different, and it spotlights the deep bond of the father-daughter relationship. Very </span></span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: normal; line-height: 18.48px;">sentimental... and somewhat reminiscent of Steve Martin in "Father of the Bride"... minus the comedy.</span><br />
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">#3. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">Extra Gum – "The Story of Sarah & Juan"</span></div>
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">#2. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">Fundacion Argentina de Transplante Hepatico – "The Man and the Dog"</span></div>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; line-height: 18.48px;">Some stories are best depicted through music and visuals. This spot is a perfect example of how the right score can carry a campaign. Does it sound familiar? If you've seen the Disney/Pixar movie "UP", it should. Beautiful composition with an incredibly powerful message.</span></div>
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">#1. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: bold; line-height: 18.48px;">MetLife – "My Dad is a Liar"</span><br />
<span style="font-size: 13.2px; font-weight: normal; line-height: 18.48px;">This year's top spot goes to MetLife in Hong Kong. </span></div>
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<span style="color: #333333; font-family: "roboto" , "arial" , sans-serif; font-size: 13px; font-weight: normal; line-height: 17px;">A child's future is worth every sacrifice, and I'm sure all parent's can relate. Great acting and directing.</span><br />
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: normal; line-height: 18.48px;">So what kind of emotional reaction, if any, did these examples elicit? Which spots did you identify with the most? The one spot that just missed the top 5 (that has made it in previous years) was the </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: normal; line-height: 18.48px;"><b>Budweiser Super Bowl Best Buds/Lost Dog 2015 Spot</b></span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; font-size: 13.2px; font-weight: normal; line-height: 18.48px;">. There's really nothing quite like a story involving an adorable Labrador puppy, majestic Clydesdales and a handsome cowboy. So, as an honorable mention and for your viewing pleasure, here it is...</span><br />
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-76866268328470435662015-12-01T11:02:00.002-05:002015-12-01T11:02:38.818-05:00<div class="p1" style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 18.48px;">
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<span style="color: #3d85c6; font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: x-large;">Lessons Learned: Make Your Mark... and Be Thankful</span></span></h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPVvGGCkjNp1vPxLszSVu8pOs02xAnVRvtr-ssez7TC8uDkoqhBwgvUxJ4k3FfyYR82is80OHHfCob-rnOpVwlzUhaRQR_Hi1TebyPdSLH65B9Q4M_AtwlkzhIqvKc-TLSA55vdU8dIxEt/s1600/Clouds.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="428" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPVvGGCkjNp1vPxLszSVu8pOs02xAnVRvtr-ssez7TC8uDkoqhBwgvUxJ4k3FfyYR82is80OHHfCob-rnOpVwlzUhaRQR_Hi1TebyPdSLH65B9Q4M_AtwlkzhIqvKc-TLSA55vdU8dIxEt/s640/Clouds.jpg" width="640" /></a></div>
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<span class="s3" style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Two weeks ago, I learned that a dear friend that I have known for practically my whole life had tragically passed away in a car accident. To say that I was shocked – and consumed with grief – is a severe understatement. I keep thinking that I will wake up from this surreal nightmare and receive another call or email from him, but it unfortunately never comes. Living over 1,000 miles away from "home" has made his loss much more difficult to process, and closure is, at this point, an obscure and very distant concept. Needless to say, the immeasurable void that he has left behind will last for all eternity.</span><br />
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Rob* and I met in kindergarten four decades ago. I have to admit that, yes, he was my first crush – <i>ever</i>. When we were 10, my family and I moved out of state. It was actually just twenty minutes over the bridge, but at that age your world is quite small and it literally felt like it was cross-country. At 15, he tracked down my phone number from a mutual friend and asked me on a date – dinner and a movie – near the local mall. Our parents dropped us off and to this day, I still cannot remember what Rocky IV was about. We continued to talk for the following weeks, but lost touch after awhile. Our lives went on in separate directions, yet we both remained close to the area that we grew up in for about 20 years. I'm amazed that we had never run into one another out and about or reconnected sooner. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">I often wondered about </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Rob</span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;"> and what he had made of his life. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Shortly thereafter, I moved out of the area to take a job in NYC where my life drastically changed. I met my husband, got married and </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">5 years later</span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;"> </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">moved 1,000 miles away and became an entrepreneur.</span><br />
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Thanks to Facebook, </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Rob</span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;"> reconnected with me in 2010. It was great to catch up with one another and reminisce about our youth. We came to realize that although many years had passed, </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">the deep and soulful connection that we shared seemed to transcend time. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">We still had so much in common, and it was as if we had never lost contact. We collaborated on business projects over the next few years, and were highly supportive of each others' professional pursuits. On a personal note, and despite the fact that we both had someone special in our lives, it was only natural for us to often wonder what life would have been like if we had connected sooner. Some things just don't change no matter how much time passes, and the question of "what if" has been on perpetual repeat in my mind for the past two weeks.</span><br />
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If there is anything that Rob would have wanted to come out of this horrific tragedy, it would be the lessons learned as a result from how he lived his life. The two most important lessons he bestowed upon me were to <i>make your mark </i>and to <i>be thankful </i>for what you have and what you've accomplished. These lessons can be applied in life both professionally and personally, and are even more relevant at this time of the year – the holiday season.<br />
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;"><b>Make Your Mark</b></span><br />
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Rob was extremely intelligent, accomplished, funny and well ahead of his time. He became a successful entrepreneur in his 20's in the fitness and athletic training field. A few years after that, he made a bold move by switching careers and establishing yet another highly rewarding business in the technology industry. Rob was adventurous and was certainly not afraid to take a risk when it came to business. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">He seemed to make his mark in every endeavor that he was involved in; however, his successes were not only measured by his professional accomplishments. More importantly, Rob made his mark by how he treated people. He understood that being a great leader meant empowering and supporting his staff. He understood that solid relationships were the foundation of a profitable business, and he had a deep respect and appreciation for others' opinions, ideas and beliefs – even if they differed from his own. </span><span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">He was a great advocate for the small business owner and he did whatever he could to guide and educate those around him. He made people feel good about themselves and his positivity was infectious. </span><br />
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">Rob was very humble about his many accomplishments. He had very strong ties to his large, close-knit family and especially adored his nieces and nephews. He was grateful for his upbringing, his experiences and the people he had around him... and he always made it a point to express those feelings (to me anyway). He knew never to take things for granted, and he lived his life to the fullest. Rob often told me how proud he was of me, of my accomplishments and how I handled my life throughout the years. I always threw that ball back into his court as I felt the same for him... and was extremely grateful to have him back in my life. Our last lengthy phone call was about a month prior to his tragic accident, and I am so very thankful that we had that conversation. </span></div>
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif; line-height: 18.48px;">It is said that there is a reason for everything, and that God works in mysterious ways. Although I can accept that these reasons are not for me to know, it does not in any way lessen the overwhelming feelings of loss. I will be forever thankful for my dear friend Rob and his presence in my life. I will continue to live by his example, and hopefully I will be able to emulate the lessons he set forth and make a positive mark on those around me in both my professional and personal life. Until we meet again, my friend...</span><br />
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<span style="color: #444444; font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 18.48px;"><br /></span></span><i><span style="font-size: medium;"><span style="color: #3d85c6; font-size: large;">As we express our gratitude, we must never forget that the highest appreciation is not to utter words – but to live by them.</span><span style="color: #0b5394;"><span style="font-size: large;"> </span></span></span></i><span style="color: #0f1419;">~ John F. Kennedy </span></div>
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* name changed out of privacy and respect.<br />
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-20316543002740325962015-10-26T13:29:00.000-04:002015-10-26T13:29:24.140-04:00<div class="separator" style="clear: both; text-align: center;">
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<span class="s3" style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">With the holidays fast approaching, business owners take the 4th quarter to plan for the upcoming year. <b>Now is the time to take inventory! </b></span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">While you are busy planning your 2016 business sales and marketing goals, be sure to incorporate your brand, design and outreach needs:</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #444444;"><b>1. Your Business Logo/Tagline...</b> is it outdated? Do you need a revamp your look and message to reconnect with your audience? Are your competitors looking similar to you? Most importantly, is your logo and tagline still true to your overall brand message? </span></span></div>
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<span style="color: #444444;"><span style="font-family: Arial, Helvetica, sans-serif;"><b>3. Your Marketing Materials (</b></span><b style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">brochures/post cards/stationery)</b><b style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">... </b><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">are these items up-to-date and reflect your services/products correctly? Do you need to update photos/content? Do you have enough of these items to cover business events that you may be involved in through the first quarter of 2016? If you mail these items out, when was the last time you updated your lists?</span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #444444;"><b>4. Email Marketing...</b> are you connecting with your audience? What are your open/click/conversion percentages? When was the last time you updated your templates? Your mailing lists? Does your mailing list have relevant contacts on it? How long have you been using your advertising campaign(s)?</span></span></div>
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<span style="color: #444444;"><b style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">5. Social Media...</b><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;"> </span><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">Are your social media platforms branded appropriately? </span></span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">Are your posts informative and geared towards the user benefit?</span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;"> Do you have an overall plan for your posts that tie into your marketing goals? Are you initiating conversations with your followers?</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #444444;"><b>6. Your Website...</b> is your content up-to-date and reflective of your services and products? Do all of your links work? Is your navigation user friendly? Is your site responsive and mobile-optimized, with all the coding current? Are you using the most up-to-date SEO standards? Have you been tracking your analytics? What are your bounce & conversion rates? When does your domain/host server expire, and are you happy with their services? <span class="s4"><b></b></span></span></span></div>
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<span style="color: #444444;"><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">One of the best ways to ensure that your </span><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">brand and design materials </span><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">are on par for the upcoming year would be to get a <i>professional assessment</i>. </span><span style="background-color: transparent; font-family: Arial, Helvetica, sans-serif;">At <b><a href="http://identitybranddesign.com/" target="_blank">Identity Brand + Design</a></b>, we’ve developed </span></span><span style="color: #444444; line-height: 18.48px;">the </span><span class="s2" style="color: #444444; line-height: 18.48px;">brand</span><span class="s3" style="color: #444444; line-height: 18.48px;">{</span><span class="s4" style="color: #444444; line-height: 18.48px;"><b>id</b></span><span class="s3" style="color: #444444; line-height: 18.48px;">} – </span><span style="color: #444444; line-height: 18.48px;">our <i>4-step brand assessment </i>that will determine the overall effectiveness of your business brand which will provide you with the professional guidance to enhance your brand message and strategy. This service will help your business connect with your target market on a much deeper level so that you are viewed as the best and only option of providing a solution, service or product to your target market.</span></div>
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<span style="color: #444444;"><span style="background-color: transparent; font-family: Arial, Helvetica, sans-serif;">We also offer</span></span><span style="color: #444444; line-height: 18.48px;"> </span><span style="background-color: transparent; color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">the </span><span class="s2" style="background-color: transparent; color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">web</span><span class="s3" style="background-color: transparent; color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">{</span><span class="s4" style="background-color: transparent; color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;"><b>id</b></span><span class="s3" style="background-color: transparent; color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">} – </span><span style="background-color: transparent; color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">our <i>5-point website assessment </i>that will determine the overall effectiveness of your website and provide you with the necessary recommendations to enhance your website’s performance – and results. This service will bring more value to your business by differentiating your website from that of your competitors and by converting more viewers into customers.</span><span style="background-color: transparent; color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;"> </span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.48px;">Whatever your business sales and marketing goals end up being, be sure to keep these points in mind to ensure success and growth for the upcoming year.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.48px;"><br /></span></span><i><span style="font-size: large;"><span style="color: #3d85c6;">“Our goals can only be reached through a vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act. There is no other route to success.”</span><span style="color: #0b5394;"> </span></span></i><span style="color: #0f1419;">~ Pablo Picasso </span></blockquote>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-29752317782684947192015-09-17T00:06:00.003-04:002015-09-17T00:06:47.224-04:00<h2 style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 22px; margin: 0px; position: relative;">
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.2px; line-height: 18.48px;">Years ago while I was climbing the ladder in my career, I was employed by a major network in one of the top 5 television markets in the country. I was extremely fortunate to work with some amazingly talented and knowledgeable people. One of my coworkers, who had been with the network for a long time, gave me some advice when I started with the company. This advice... just 3 little words... ended up being one of the most important lessons in both my professional and personal life that I can still hear as if it were yesterday:</span></div>
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<span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif; font-size: large;">KNOW YOUR AUDIENCE</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">So what did this mean? </span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.2px; line-height: 18.48px;">To connect with your target market, you must first engage your audience and capture their attention. To accomplish this, you first need to understand the difference between your <b>target market </b>and <b>target audience.</b></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.2px; line-height: 18.48px;">A target market is a group of potential customers that a brand focuses its marketing efforts on to sell its products and/or services. This group is based on different variables, such as location, age, lifestyle, social class, ethnicity, behavior, etc., and is determined during the early stages of creating a brand marketing strategy.</span></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.2px; line-height: 18.48px;">A target audience is a part of the target market and consists of those who either make the decision to buy a brand's products and/or services or influences the decision to buy. When focusing on an audience, the aim should be on the audience's interests and value your products and services hold for that audience. You want your audience to become engaged and share their experiences of your product and/or service to create more visibility and grow your brand.</span></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 13.2px; line-height: 18.48px;">Knowing your target audience is crucial to the success of your brand. Connecting with them these days requires a strong content marketing strategy that includes positioning your brand as an industry authority, providing useful and informative content, engaging the audience on social media and attaining more traffic through online searches.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 13.2px; line-height: 18.48px;">Understanding these principles... and those 3 little words in particular... made all the difference in my career – and eventually in my own business. </span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 13.2px; line-height: 18.48px;">The coworker who enlightened me all those years ago with this important lesson has since become a mentor and good friend. Thank you JJ!</span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.2px; line-height: 18.48px;"><br /></span></span><br />
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-2115345345291565192015-08-24T21:40:00.001-04:002015-08-24T21:40:27.458-04:00<h2 style="background-color: white; color: #222222; margin: 0px; position: relative; text-align: left;">
<span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-large;">The When and Why of Rebranding Your Business</span></span></h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1NaLdFm_ZyA1SClL2dUhkJH6RA4odtDOzAnEN5KpBluAjLE2AwBeqqlUMTKOqB2oxPyDwmC6M0WjA8ZqBiDSXkyjsgKyG0CuljDB33v6SoJhqwXTE-r4LQ8Ip-xftUYnSPPQnsKeAxkcb/s1600/IdentityLightBulbs1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em; text-align: left;"><img alt="stand out from the competition - the when and why of rebranding your business" border="0" height="425" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1NaLdFm_ZyA1SClL2dUhkJH6RA4odtDOzAnEN5KpBluAjLE2AwBeqqlUMTKOqB2oxPyDwmC6M0WjA8ZqBiDSXkyjsgKyG0CuljDB33v6SoJhqwXTE-r4LQ8Ip-xftUYnSPPQnsKeAxkcb/s640/IdentityLightBulbs1.jpg" title="stand out from the competition - the when and why of rebranding your business" width="640" /></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Times change, business evolves, your target audience shifts and your brand should adjust as well to survive. <span class="s1"><b>Rebranding</b> </span>is the revamping of the current brand message, the image and the feeling it’s sending out into the world. A rebrand usually occurs when a business figures out their true brand identity, or many years down the road once they've figured out that they've outgrown it. </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">So when or why should a business consider a rebrand? </span></div>
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<b>Your message has evolved... leaving your brand in the dust!</b></div>
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Your business has been successful and evolving over the years, <span style="line-height: 18.4799995422363px;">entering markets that are different from the existing brand identity. </span><span style="line-height: 18.4799995422363px;">A rebrand will be essential to keep the competitive advantage in </span><span style="line-height: 18.4799995422363px;">these new markets, establishing a new audience to build more </span><span style="line-height: 18.4799995422363px;">brand loyalty. For example, Apple Computer, Inc. dropped the word </span><span style="line-height: 18.4799995422363px;">“computer” from its brand in January of 2007 when the iPhone was </span><span style="line-height: 18.4799995422363px;">introduced, shifting focus towards consumer electronics.<br /></span></div>
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<span class="s1"><b>Your brand is experiencing significant growth in new markets.</b> </span><span style="line-height: 18.4799995422363px;">In order to reflect a larger, more </span><span style="line-height: 18.4799995422363px;">sophisticated business and reach that newer audience, a rebrand </span><span style="line-height: 18.4799995422363px;">is a must. Pabst Blue Ribbon beer, based in Milwaukee and known </span><span style="line-height: 18.4799995422363px;">best as a more "economical" brand of beer among the college crowd </span><span style="line-height: 18.4799995422363px;">in the US, rebranded its image and labeled itself as “Blue Ribbon 1844” </span><span style="line-height: 18.4799995422363px;">for the global market. An adjustment to its brewing technique, in </span><span style="line-height: 18.4799995422363px;">addition to the rebrand, helped the beer climb to $44 per bottle in </span><span style="line-height: 18.4799995422363px;">the Chinese upscale market.</span></div>
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<b>Your brand recently went through a merger/acquisition.</b> <span class="s1">There are </span><span style="line-height: 18.4799995422363px;">many reasons why businesses merge or acquire other businesses: </span><span style="line-height: 18.4799995422363px;">for growth, diversification, synergy, and to eliminate competition in </span><span style="line-height: 18.4799995422363px;">order to gain more of a share in a target market. Going through a </span><span style="line-height: 18.4799995422363px;">merger/acquisition is an important time to rebrand in order to establish </span><span style="line-height: 18.4799995422363px;">forward momentum with the brand message for the newly </span><span style="line-height: 18.4799995422363px;">combined businesses. In 2008, Sirius satellite radio and competitor </span><span style="line-height: 18.4799995422363px;">XM satellite radio merged to form Sirius XM – a one-stop shopping </span><span style="line-height: 18.4799995422363px;">of 165+ channels of commercial-free music, talk, sports and entertainment </span><span style="line-height: 18.4799995422363px;">radio – all available by subscription based plans.<br /></span></div>
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<span class="s1"><b>Your brand is not connecting with it's intended audience.</b> </span>When a business needs to re-evaluate <span style="line-height: 18.4799995422363px;">the customer experience due to the sense that the brand is losing</span></div>
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relevancy in the minds of its audience – whether it’s from being stale <span style="line-height: 18.4799995422363px;">or the market is changing – then it is time to rebrand. Find out what resonates with the target audience. With technological </span><span style="line-height: 18.4799995422363px;">advancements and the decrease of print advertising over recent years, </span><span style="line-height: 18.4799995422363px;">the Yellow Pages decided to rebrand to YP to focus more on digital platforms, </span><span style="line-height: 18.4799995422363px;">attempting to become more relevant in its market.<br /></span></div>
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<b>The business never invested in the creation a professionally developed brand.</b> <span class="s1">More </span><span style="line-height: 18.4799995422363px;">often than not, a business will start on a small budget and investing in </span><span style="line-height: 18.4799995422363px;">a professionally-developed brand is not a priority... or even a thought. Over time, the business </span><span style="line-height: 18.4799995422363px;">will evolve, becoming somewhat successful and experience some growth.</span></div>
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As the business begins to expand – rebranding – or, in this case, investing in a</div>
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professionally-developed brand, is paramount for the business to be taken</div>
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seriously in order to compete and gain success in more aggressive markets.</div>
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<span style="color: #444444;"><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.4799995422363px;">Before you do decide to jump head first into a rebrand, you really need to think it through and answer the following questions:</span></span><br />
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<li><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.4799995422363px;">Why do we need to rebrand and what problem(s) will it solve for our business?<br /></span></span></li>
<li><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.4799995422363px;">Has our target audience changed or have their needs shifted? how can we recapture their attention?<br /></span></span></li>
<li><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.4799995422363px;">Does our brand reflect the wrong message?<br /></span></span></li>
<li><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.4799995422363px;">Has our growth potential been encroached by the competition?<br /></span></span></li>
<li><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.4799995422363px;">Can we anticipate that this rebrand will be relevant over the next 10 or more years?</span></span></li>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.4799995422363px;">Rebranding is part of the natural evolution of all businesses. It is a process – and as long as you have </span></span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.4799995422363px;">researched</span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.4799995422363px;"> and </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif; line-height: 18.4799995422363px;">clearly defined your business goals and strategy, this process will result in a very powerful and profitable rebrand solution.</span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-85370891815937592942015-07-22T00:32:00.002-04:002015-07-22T00:32:40.497-04:00<h2 style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; margin: 0px; position: relative;">
<span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif; font-size: x-large;">Your Business Brand and Your Website</span></h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4SsfELtuDIRg9ILAHc9Nv-p3qGfBCaaPW0lEp2dm2McdshLqhcFO7XCi9pv01-l5Vw38lXSuuYORUF1KLoAqLaMbUN1S9hLJVNnwQpNg7yhUUgZT9QSq2etNvZtdCGkUwZ3WEPvPix8Iw/s1600/cyclegfx2013A.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="120" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4SsfELtuDIRg9ILAHc9Nv-p3qGfBCaaPW0lEp2dm2McdshLqhcFO7XCi9pv01-l5Vw38lXSuuYORUF1KLoAqLaMbUN1S9hLJVNnwQpNg7yhUUgZT9QSq2etNvZtdCGkUwZ3WEPvPix8Iw/s400/cyclegfx2013A.jpg" width="400" /></a></div>
<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 18.4799995422363px;"><span style="font-size: medium;">Having an established, credible and trustworthy brand is paramount to having a successful business. This brand needs to communicate its message effectively to the target market across all media platforms – in print, on-air and online – in order to connect with customers, grow revenue and, ultimately, increase profit. This includes your website, which may be the first point-of-contact a potential customer has with your business... and having a strong, effective and well-branded website will make all the difference.</span><br /></span></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Developing a highly branded website is an extremely tedious task as many factors are involved. All these factors – and more – work together to achieve what we ultimately want from our website... to communicate clearly, stand apart from competitors and convert viewers into customers. Investing in professional <b>design, creative content and site structure </b>is the basis of having your business brand shine through.</span><br />
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<li><span style="line-height: 18.4799995422363px;"><b>Design. </b></span><span style="line-height: 18.4799995422363px;">Your website design needs to communicate what your website is about (the who, what, when, where and why of </span><span style="line-height: 18.4799995422363px;">your brand) and demonstrate how it can add value to the user in a quick and efficient manner. Website design </span><span style="line-height: 18.4799995422363px;">should strategically work to maximize the impact of the content. Incorporate a professionally-designed logo, tagline, color scheme, custom fonts and theme that help to define your brand's message visually.</span></li>
<li><span style="line-height: 18.4799995422363px;"><b>Content. </b></span><span style="line-height: 18.4799995422363px;">By creating engaging content (headlines, copy, </span><span style="line-height: 18.4799995422363px;">images, video, etc.) that best communicates your message, a very effective, branded website will result. Written content should be crafted focusing on the user benefit and targeted to the market you wish to connect with. Speak in easy-to understand terms, and connect on the emotional level. Incorporate testimonials/reviews to build credibility, and include accolades, associations, white papers and e-books to demonstrate your expertise. To encourage user interaction, create calls-to-action that will trigger a user to act and move through the website. Include your blog and social media links for more brand awareness and to spread your message appropriately.</span></li>
<li><span style="line-height: 18.4799995422363px;"><b>Site Structure. </b>Having a website that focuses on the user experience – specifically, ease of use, content organization and navigation – will only benefit and enhance your brand. </span><span style="line-height: 18.4799995422363px;">Navigation must make it as easy as possible for your users to complete their immediate goals. Streamlined, organized content will enable users to easily flow through your site and find what they're looking for. Keeping your site structure up-to-date with current standards (responsive, optimized design) will make your site accessible on various devices. </span></li>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 18.4799995422363px;">Following these simple website guidelines will provide for clear, concise and consistent communication with your target market and strengthen your overall business brand.</span></span><ol style="background-color: white; color: #222222; line-height: 18.4799995422363px;"><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-86541049463999691602015-06-17T16:54:00.002-04:002015-06-17T16:54:35.997-04:00<h2 style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; margin: 0px; position: relative;">
<span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: x-large;">How to Earn Trust On Your Website</span></span></h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg70cvyOfu04z0N2sl1gQFjwRixCOXt_d7eh9TupHrXxQsPFo5f5RCgII_SYk4S_0LwMwZHqGpINeR1JJXGLSCzRj3CEPQRMDi0dZFlSOqiowDpjJ9USH3Q68YpctBxiGkD1r-YFmH7JSN7/s1600/trust-dictionarysepia.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="trust sepia tone dictionary definition" border="0" height="274" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg70cvyOfu04z0N2sl1gQFjwRixCOXt_d7eh9TupHrXxQsPFo5f5RCgII_SYk4S_0LwMwZHqGpINeR1JJXGLSCzRj3CEPQRMDi0dZFlSOqiowDpjJ9USH3Q68YpctBxiGkD1r-YFmH7JSN7/s320/trust-dictionarysepia.jpg" title="trust sepia tone dictionary definition" width="320" /></a></div>
<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 18.4799995422363px;"><span style="font-size: medium;">One of the keys to cultivating a successful business brand is to retain relationships that are built on </span><b style="font-size: large;">trust</b><span style="font-size: medium;">. This trust needs to be firmly anchored throughout all brand touchpoints – including your website. </span><br /><br />In order for people to buy your products or services, they first must trust you. </span></span><span style="background-color: white; line-height: 18.4799995422363px;"><span style="color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif;">In addition to great design, navigation, content and usability, you can build user trust and credibility on your website through incorporating specific content known as <b>trust signals</b>. Trust signals are used to assure the user that the website is run by real people, is capable of handling their business, and is credible, established and trusted by other users. Trust signals are especially essential to e-commerce websites.</span></span><br />
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">There are a number of different signals that can be used throughout your website to establish trust:<br /><ol>
<li><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><b>Through Testimonials/Reviews. </b>What better way is there to convert new users into customers than using an actual review from a satisfied customer? Video testimonials are the latest trend – and the most effective as they are difficult to fake.<br /></span></li>
<li><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><b>Through Communication Options. </b></span><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;">It's all in the details. Listing a physical address encourages visitors and gives more credibility to the business brand. Having a local phone number with an actual human answering the phone connects with the potential customer on a deeper level than hearing "press 2 for ....", plus it shows that the business is there to provide immediate, personable support. Even having live chat support shows that the website is being operated by humans.<br /></span></li>
<li><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><b>Through Frequently Asked Questions, Questions & Answers, etc. </b>Questions that have been anticipated and answered by the business shows that the business cares about its customers and their needs. Questions that have been answered by other customers give an unbiased viewpoint of the services/products in question. Both scenarios build trust and influence the decision to purchase.<br /></span></li>
<li><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><b>Through Affiliations. </b>Being associated with other successful, reliable companies shows that your website is also successful & reliable. Use the logos of those that you are affiliated with – credit cards, Better Business Bureau, groups that you belong to, current clients, etc. – and build trust and credibility through association.<br /></span></li>
<li><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><b>Through Social Media. </b>Keeping up with the business social media accounts shows that you are in direct communication with and value your customers. <br /></span></li>
<li><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><b>Through Terms & Conditions. </b>Having a terms & conditions page on your website shows that you have nothing to hide and gives the impression that you operate on structure and full transparency.</span></li>
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<span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;">Incorporating a few trust signals throughout your website will help to solidify your brand, build customer trust and, ultimately contribute to an increase in sales. So which trust signals are you currently using on your website?</span><br style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;" /><ol style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"></ol>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-28158533097436266702015-05-20T17:46:00.000-04:002015-05-20T17:46:47.507-04:00<h2 style="background-color: white; margin: 0px; position: relative;">
<span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif; font-size: x-large;">Using Video On Your Website</span></h2>
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<span style="background-color: white; color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><br /></span><span style="background-color: white; color: #444444; line-height: 18.4799995422363px;"><span style="font-size: large;"><span style="font-family: Arial, Helvetica, sans-serif;">Websites have become very competitive in today's market, offering a multitude of media content choices for potential customers. </span><span style="font-family: Arial, Helvetica, sans-serif;">One type of media content that is gaining the most popularity is the use of <b>video</b>.</span></span></span><br />
<span style="background-color: white; color: #444444; line-height: 18.4799995422363px;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.1999998092651px;"><br /></span></span>
<span style="background-color: white; color: #444444; line-height: 18.4799995422363px;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: 13.1999998092651px;">Video can be a very cost-effective and powerful tool used to communicate with your customers, and when optimized for search engines correctly, it can also help to increase the traffic to your website.</span></span><br />
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">There are a number of benefits to using video on websites. However, when it comes to business and building your brand, we feel that there are 5 key motives to consider when adding video content to your website.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><b>5. Use Video to Set Your Business Apart from Competitors</b></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 13.1999998092651px; line-height: 18.4799995422363px;">Despite its growing popularity, n</span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">ot all industries have caught onto using updated, optimized content – let alone using video. Chances are, you'll be able to get your brand in the spotlight by being one of the first in your industry to use video content. This will position you as an industry leader and drive more viewers to your website – and those viewers could potentially convert into more customers.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><b>4. Use Video to Drive More Traffic to Your Website</b></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">When providing strategic, quality video content on a regular basis, you will get more traffic to see your new content via repeat visitors and social media shares. Plus, search engines <b>love</b> video content. In a study by <a href="http://www.marketingweek.com/" target="_blank"><i>Marketing Week</i></a>, 70% of the top 100 search listings contain video content – as search engines tend to rank websites with video content higher than those without video. Being listed near the top of search results increases your chances of finding new customers.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><b>3. Use Video to Explain the Customer Benefit</b></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Educate your potential customer about your products, services or expertise by using video. Think about it – "How-To" videos are some of the most sought after videos on the web. Plus, videos provide the viewer with a 74% increase in the understanding of a product (</span><a href="http://www.hyperfinemedia.co.uk/blog/7-reasons-to-use-video-on-your-website/"><span style="font-family: Arial, Helvetica, sans-serif;"><i>http://www.hyperfinemedia.co.uk/blog/7-reasons-to-use-video-on-your-website/</i></span></a>)<span style="font-family: Arial, Helvetica, sans-serif;">. Explaining the customer benefit of your products/services using video will help to build brand trust. </span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><b>2. Use Video to Create an Emotional Connection with the Viewer</b></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">People tend to look for visuals over written content when searching the web. When video is used correctly on a website to explain the customer benefit, the viewer can read the body language of the subject of the video, which will in turn create an emotional connection that could very well influence the decision to buy the product or services. It makes your brand more personal. </span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><b>1. Use Video to Enhance and Build Your Brand</b></span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif; font-size: 13.1999998092651px; line-height: 18.4799995422363px;">Engage the viewer further with contests or promotions that are geared to promote your products, services and brand that encourage repeat visits to your website. Get your viewers involved with your brand via video testimonials or provide a virtual tour that will enable the viewer to feel as if they are in your location. The real estate industry has been using this technique for years and has proven it to be a very successful tool. This will further the developing relationship and emotional connection, as well as build your brand.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Need more stats? Here's a link to a great infographic about using video for your website.</span></div>
<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;"><i><a href="http://www.quicksprout.com/2013/11/27/if-a-picture-says-1000-words-than-video-is-priceless/?display=wide">http://www.quicksprout.com/2013/11/27/if-a-picture-says-1000-words-than-video-is-priceless/?display=wide</a></i></span></span><br />
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 13.1999998092651px; line-height: 18.4799995422363px;">Here at<b> Identity Brand + Design</b>, we recently launched a new and improved <a href="http://identitybranddesign.com/" target="_blank"><i>website</i></a>. We have some new video content that is in the process of being developed, and we're looking forward to sharing them with you real soon! </span></span></div>
identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-42344108566529156412015-01-21T22:30:00.002-05:002015-01-21T22:30:31.338-05:00<h2 style="background-color: white; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; margin: 0px; position: relative;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijsIxG_Uq3WluCSmXTCPx8BJ0F5SN_O8hvFYVO34hHIhCnaHCDBpkuoY8V3HcoB-sun8OFg3bJdImo0495z3NaY3hz5FzdO-r3Vx1XWBEkywgziLE7epu-fNrsNGiVysPBS_gSusCka5BN/s1600/radorchid.jpg" imageanchor="1" style="clear: left; color: #888888; float: left; margin-bottom: 1em; margin-right: 1em; text-decoration: none;"><img alt="PANTONE COLOR OF THE YEAR 2015 - Marsala 18-1438" border="0" src="http://www.pantone.com/images/COY/2015/pages-Main/Pantone_Introducing_Color_of_the_Year_Marsala_banner.jpg" height="254" style="border: 0px; box-sizing: border-box; color: #656565; font-family: helrom, helvetica, sans-serif; font-size: 14px; line-height: 14px; text-align: start;" width="640" /><span style="color: #656565; font-family: helrom, helvetica, sans-serif; font-size: 14px; line-height: 14px; text-align: start;"></span></a></div>
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<span style="line-height: 18.4799995422363px;"><a href="https://www.blogger.com/null" name="more" style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; line-height: 18.4799995422363px;"></a></span><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;"><b>Pantone </b>is the world-renowned leader of color and provider of color systems and technology in the design industry. </span><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">Every year, Pantone </span><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">releases it's anticipated choice for </span><b style="color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">Color of the Year</b><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">. Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home and industrial design, as well as product packaging and graphic design. For 2015, Pantone has chosen </span><b style="color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">Marsala</b><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">, PMS 18-1438, as its Color of the Year, saying that it "i</span><i style="color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">s a naturally robust and earthy red wine that enriches our minds, bodies and souls</i><span style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">".</span><br />
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<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif; line-height: 18.4799995422363px;">To read more, please visit </span><span style="background-color: transparent; line-height: 18.4799995422363px;"><span style="color: #888888; font-family: Trebuchet MS, sans-serif;"><a href="http://www.pantone.com/pages/index.aspx?pg=21163&" target="_blank">http://www.pantone.com/pages/index.aspx?pg=21163&</a></span></span></div>
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<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;">We think Marsala is a beautiful shade of wine that shows great depth, warmth and sophistication. This color will be prominent in the beauty, fashion, and home design industries... especially for kitchens and dining rooms... and is sure to be a hot trend-setter for 2015. If you like wine, you're sure to love Marsala.</span></div>
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<span style="color: #444444; font-family: 'Trebuchet MS', sans-serif;">So what are your thoughts about Marsala?</span></div>
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-78120666780978171852014-12-16T16:59:00.001-05:002014-12-16T16:59:54.515-05:00<h2>
<span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif; font-size: x-large;">Emotional Marketing</span></h2>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">It's that time of year again where we choose our top 5 on-air campaigns that use emotional marketing to promote and sell the brand, product or service of the campaign. If you missed last year's post, here's a refresher on emotional marketing...</span><br />
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Emotional Marketing is used to create a <b>bond</b> between a brand and a consumer by engaging an <b>emotional response</b> in the consumer for the brand... in which the brand is hoping to fulfill a specific need. Storylines, symbolism and imagery, cinematography, music integration, product placement, etc., need to all work together to produce the desired emotional response from the consumer. Elicited responses can range from love, joy, security, elation, reassurance, gratification, and empowerment, to name a few. </span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Emotional Marketing also creates a <b>personality for the brand</b>, in which the consumer will recognize and gravitate towards, further developing the bond between the brand and the consumer. Developing a personality for the brand is critical in emotional branding... and it is established over time.</span></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">There have been some amazing emotional marketing & advertising campaigns over the past year, and I've managed to compile my top 5 for the year – mostly focusing on animals and family. Hang onto your seat... and bring a few boxes of tissues this time!</span></div>
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<b><span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;">#5. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">St. Vincent's Healthcare – "Holiday"</span></b></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><br />This spot continues to get a lot of air time despite the fact that it debuted last year at Thanksgiving. An extremely warm and touching piece that focuses on the blessings of the year and how the main character is so very thankful. <i>It's a gift to give someone a second chance at life. </i>Take note of St. Vincent's fantastic tagline – <i>Above. Beyond. Because.– </i>and how it is woven throughout the voiceover.</span><br />
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<b><span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;">#4. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Mass Mutual – "Check"</span></b></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><br />Mass Mutual has been running a fantastic campaign, "Who Matters Most", the past year or so with a few different versions. In this piece, this father and son matter most to each other.</span><br />
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<b><span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;">#3. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Budweiser – "Friends Are Waiting"</span></b></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><br />Budweiser has had some amazing success the past couple years with their Super Bowl <a href="https://www.youtube.com/watch?v=uQB7QRyF4p4" target="_blank">puppy commericals</a>, and this adorable spot for Global Be(er) Responsible Day was met with the same success while communicating an incredibly important message.</span><br />
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<b><span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;">#2. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">St. Vincent's Healthcare – "Cardiology"</span></b></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><br />St. Vincent's Healthcare makes another appearance on the list with a spot for their cardiology department. A somewhat somber start with the dramatic music and storyline, the tone shifts to a more upbeat, happy ending. Interesting how they incorporated some shots from the dog's point of view to elicit a more emotional response.</span><br />
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<b><span style="color: #3d85c6; font-family: Arial, Helvetica, sans-serif;">#1. </span><span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">Chevrolet – "Maddie"</span></b></div>
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;"><br />Our top spot belongs to Chevrolet this year for their piece "Maddie". I honestly cannot watch this spot without tears streaming down my face, and I'm sure all animal lovers can relate. Beautifully crafted and delivers that incredibly emotional response. A Best Friend For Life's Journey. </span><br />
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<span style="color: #444444; font-family: Arial, Helvetica, sans-serif;">When viewing these commercials on the air, do you automatically think of the brand associated with the spot? </span></div>
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<br />identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-11694742503694665972014-10-10T00:46:00.001-04:002014-10-10T00:46:27.744-04:00<h2>
<span style="font-size: large;"><span style="color: #3d85c6; font-family: Verdana, sans-serif;">Build Brand Trust Through your Website </span><span style="color: #3d85c6; font-family: Verdana, sans-serif;">Using the <i>Case Study</i></span></span></h2>
<span style="font-family: Verdana, sans-serif;"><br />Let's face it – in this day and age, business websites are extremely competitive and often analogous within industries. From creative content writing, SEO/ social media tactics to an infinite supply of stock photography options, how does a business gain the edge over their competitors?<br /><br />While it is true that client testimonials, actual product and service reviews, professional affiliations, white papers and client lists will boost your online integrity and reputation, one of the most overlooked methods in building brand trust through your website is the <b>case study</b>.<br /><br />A case study, per <a href="http://en.wikipedia.org/wiki/Case_study"><span style="color: #3d85c6;">Wikipedia.org</span></a>, is a descriptive, exploratory or explanatory analysis of a person, group or event. An explanatory case study is used to explore causation in order to find underlying principles. Case studies may be prospective, in which criteria are established and cases fitting the criteria are included as they become available; or retrospective, in which criteria are established for selecting cases from historical records for inclusion in the study.<br /><br />Basically, a case study will tell your clients' story – define the problem or challenge, detail the methods chosen to reach a solution, and show the tangible and intangible results derived or benefits gained from the solution. They start out as questions or surveys, using photography, graphics, charts, and statistics to support the results. The final summary can be written in a question and answer format, bullet points or in paragraphs. You can also choose to do a video case study with a client… keeping the content short and to the point (:30-:60) to hold the viewers' interest. <br /><br />Be sure to post the final case study to your website to gain the brand credibility and trust of potential clients and to influence their decision making when it comes to your products and services.<br /><br />A great <a href="http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/analytics/customers/pdfs/viget-puma.pdf"><span style="color: #3d85c6;">example</span></a> of a case study was done by Google Analytics/Viget for Puma.</span>
identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-18942179481790935572014-09-14T23:57:00.002-04:002014-09-15T12:41:34.640-04:00<span style="font-family: Verdana, sans-serif;"><span style="background-color: white; color: #3d85c6; font-size: 13px; line-height: 18.479999542236328px;"><b><span style="font-size: medium;">Taglines vs. Slogans?</span></b></span></span><span style="background-color: white; color: #222222; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><br /></span><br />
<span style="background-color: white; color: #222222; font-family: Verdana, sans-serif; line-height: 18.479999542236328px;">When it comes to brand development, I am often asked what the difference is between a brand's tagline and a slogan. Are they the same thing? Are they different? Do they work together? Sometimes, yes, maybe – the answers to these questions can be somewhat confusing… especially for the small business owner. However, understanding these nuances will make all the difference in building your brand and promoting it effectively.</span><br />
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<span style="color: #3d85c6; font-family: Verdana, sans-serif;"><b>What is a tagline?</b></span></div>
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<span style="font-family: Verdana, sans-serif;">A </span><b style="font-family: Verdana, sans-serif;">tagline</b><span style="font-family: Verdana, sans-serif;"> is a short (usually 7 words or less) and powerful phrase that is associated with your brand. It encompasses your brand's values, mission and identity that is used to reinforce the brand and differentiate it from the competition. It lives with the brand's logo and should be visible in all marketing efforts. The only time it would change is when and if you choose to redefine your brand. Your tagline should be memorable and instantly recognizable.</span></div>
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<span style="font-family: Verdana, sans-serif;">One of the most iconic taglines in the history of branding is <b>Nike's</b> "<i>Just Do It</i>"… which started out as a campaign slogan in 1988 (more on that later…). Other significant examples are <b>Subway's</b> "<i>Eat Fresh</i>" and <b>Apple's</b> "<i>Think Different.</i>"</span></div>
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<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">All logos/taglines are registered trademarks of their respective brands.<br /><br /><br /></span></td></tr>
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<span style="font-family: Verdana, sans-serif;"><b><span style="color: #3d85c6;">So what is a slogan?</span></b></span><br />
<span style="font-family: Verdana, sans-serif;">A <b>slogan </b>is similar to a tagline in that it's a short catchy phrase. How it differs is that it is used to represent and promote a specific product/service of the brand. Slogans have a shorter "shelf-life", meaning they are more temporary – depending on the length of the campaign.</span><br />
<span style="font-family: Verdana, sans-serif;"><br /><b>Apple</b> recently (2014) used a great slogan to promote it's iPad products: "<i>What will your verse be?"</i></span><br />
<span style="font-family: Verdana, sans-serif;"><a href="https://www.youtube.com/watch?v=jiyIcz7wUH0" target="_blank">https://www.youtube.com/watch?v=jiyIcz7wUH0</a></span><br />
<span style="font-family: Verdana, sans-serif;"><a href="https://www.youtube.com/watch?v=jiyIcz7wUH0"><span style="color: #3d85c6;"><br /></span></a><b>Nike</b> produced a moving, emotional advertising campaign, "Find Your Greatness," to inspire people's personal achievements – this one focusing on Nike+Running – that launched during the 2012 London Summer Olympics.<br /><span style="color: #3d85c6;"><a href="https://www.youtube.com/watch?v=2JnYcuRW_qo">https://www.youtube.com/watch?v=2JnYcuRW_qo</a></span></span><br />
<span style="font-family: Verdana, sans-serif;"><a href="https://www.youtube.com/watch?v=2JnYcuRW_qo"><span style="color: #3d85c6;"><br /></span></a><b>When using slogans and taglines</b>, slogans are generally woven throughout a campaign (print, radio, tv, web) to support the product being promoted via graphics, voice-over, jingles, music, etc., depending on the media. Taglines come into play briefly at the end of the campaign in conjunction with the brand's logo.</span><br />
<span style="font-family: Verdana, sans-serif;"><br />Since 2008, <b>Subway</b> has had a successful series of the "$5 Footlong" promotions and is a good example of how slogans and taglines are used together in a campaign.</span><br />
<span style="font-family: Verdana, sans-serif;"><span style="color: #3d85c6;"><a href="https://www.youtube.com/watch?v=1xcvke30lxI" target="_blank">https://www.youtube.com/watch?v=1xcvke30lxI</a></span></span><br />
<span style="font-family: Verdana, sans-serif;"><span style="color: #3d85c6;"><a href="https://www.youtube.com/watch?v=1xcvke30lxI"><br /></a></span><span style="color: #3d85c6;"><b>Can a tagline and slogan be one in the same?</b></span></span><br />
<span style="font-family: Verdana, sans-serif;">This is where the confusion comes in. Short answer – yes, sometimes they can. Case in point – <b>Nike</b> "<i>Just Do It</i>" started out as a campaign slogan in 1988 to promote their products (shoes & apparel). The slogan was so successful that it quickly evolved into one the the core components of Nike's brand and has become one of the most iconic taglines in history.</span><br />
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identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-40336004985568014272014-08-01T18:04:00.002-04:002014-08-01T18:04:37.095-04:00<span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif;"><b><span style="font-size: large;">Innovation</span></b></span><br style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 13px; line-height: 18.479999542236328px;" />
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<span style="font-family: Verdana, sans-serif;"><span class="s1"><b>We are fortunate </b></span>to live in a time when innovation occurs on an almost daily basis. Turn on the evening news and there will be at least one story devoted to a medical breakthrough, a technological advance, or some type of new, fascinating discovery. The corporate world wants employees that are cutting-edge, innovative thinkers to keep them successful and profitable, and will do what it takes to keep that competitive edge.</span></div>
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<span style="font-family: Verdana, sans-serif;"><b>Innovation</b>, simply defined, is the introduction of new things or methods.</span></div>
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<span style="font-family: Verdana, sans-serif;">So what makes someone innovative? Think back to the greatest innovators in history: Benjamin Franklin, Alexander Graham Bell, The Wright Brothers, Albert Einstein, Philo T. Farnsworth, Walt Disney, Neil Armstrong, Steve Jobs & Steve Wozniak… and what do they all have in common? What brought them to innovation?</span></div>
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<span style="font-family: Verdana, sans-serif;">1. They followed their dreams, no matter how "unconventional" they were.</span></div>
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<span style="font-family: Verdana, sans-serif;">2. They immersed themselves in the process.</span></div>
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<span style="font-family: Verdana, sans-serif;">3. They listened to their intuition.</span></div>
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<span style="font-family: Verdana, sans-serif;">4. They used creative techniques.</span></div>
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<span style="font-family: Verdana, sans-serif;">5. They tried and failed until there was success.</span></div>
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<span style="font-family: Verdana, sans-serif;"><b>In that regard, aren't we all a little innovative in one way or another?</b></span></div>
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<span style="color: #3d85c6; font-family: Verdana, sans-serif;">“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are … I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying ‘no’ to 1,000 things.” - Steve Jobs</span></blockquote>
identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0tag:blogger.com,1999:blog-6272481781707351505.post-43243652427572786812014-04-06T23:29:00.000-04:002014-04-06T23:29:06.618-04:00<div class="separator" style="clear: both; text-align: center;">
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<span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif; font-size: medium;"><b>3-2-1 Launch!</b></span><br />
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<span style="font-family: Verdana, sans-serif;">You<span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="cf010a64-0d9a-41f3-a9d9-2144cc66098c" id="90355e14-75bc-4ef6-a8b8-b74eea191d4a">'ve had</span> an idea for a business for some time and you just don't know how to get it off the ground. You have the passion and drive, but you are just not sure where to begin.<br /><br />Have no fear! Here are a few guidelines to get you on a path to a successful launch and on your way to entrepreneurship.</span><div>
<span style="background-color: white; color: #444444; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><br /></span><span style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"></span><span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><b>1. Plan </b></span><br />
<span style="font-family: Verdana, sans-serif;">Create a business plan that outlines your goals and how to reach them. It can be a formal document (see <a href="http://www.score.org/resources/business-plan-template-startup-business" target="_blank">template</a>), or a rough outline scribbled on a piece of paper. In addition to the business plan, you want to get direct experience, or plan to partner with experts in the </span><span style="font-family: Verdana, sans-serif;">industry</span><span style="font-family: Verdana, sans-serif;"> you choose to launch your business.</span></div>
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<span style="background-color: white; color: #444444; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><br /></span><span style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"></span><span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><b>2. Test </b></span><br />
<span style="font-family: Verdana, sans-serif;">Research is crucial to determine whether or not your idea will work. If you have a product, set up focus groups to test and record feedback. Talk to potential customers to gain invaluable insights. Learn all facets of your market – from production, suppliers/vendors, distributors and competitors – to establish solid relationships that will help perfect the idea behind your business.</span></div>
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<span style="background-color: white; color: #222222; font-family: Arial, Tahoma, Helvetica, FreeSans, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"></span><span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><b>3. Target</b></span><br />
<span style="font-family: Verdana, sans-serif;">Know your customer – as they are the ones who will ultimately determine your success. Who will your products/services serve the most? What drives their buying decisions? How will you differentiate your products/services from your competitors? </span><b style="color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><br /></b>
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<b style="color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;">4. Resources</b><br />
<span style="font-family: Verdana, sans-serif;">Establish your cash resources as you need capital for business start-up costs and growth. If you don't have start-up cash, secure a business loan, look <span class="GINGER_SOFTWARE_mark" ginger_software_uiphraseguid="bbb34213-342d-4685-ab0a-a523bfc0f1a3" id="a2b57434-5ca1-4f3b-9741-fe4a5d268a79">to</span> investors, or establish a crowd-funding campaign to raise the necessary funds to cover these costs. Estimate your expenses and potential revenue.</span><b style="color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><br /></b>
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<b style="color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;">5. Legal</b><br />
<span style="font-family: Verdana, sans-serif;">Protect yourself – and your idea – and choose the best corporate structure for your business. LLC's, S-Corps, and C-Corps all have different tax implications and liability limitations, so hiring a business attorney will be well worth the investment in providing the correct direction for your business.</span><br /><b style="color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><br /></b>
<b style="color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;">6. Brand</b><br />
<span style="font-family: Verdana, sans-serif;">Create a business name, logo, tagline, website and business card/print materials that are consistent and speak to the values that your product/services offer. Hire an experienced designer to research and develop these items to ensure your business has the utmost professional presence when launching. This alone will be sure to set you apart from the competition and make your business stand out to your customer base.</span><span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><b><br /></b></span>
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<span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><b>7. Market</b></span><br />
<span style="font-family: Verdana, sans-serif;">Shout about your business from the rooftops! Write a press release and submit it to local media outlets/submit it online. </span><span style="font-family: Verdana, sans-serif;">Network in person with potential customers.</span><span style="font-family: Verdana, sans-serif;"> </span><span style="font-family: Verdana, sans-serif;">Join groups and network with other business people who can spread the word or become customers themselves. Create a blog and write about your new business. Create a social media campaign and email marketing campaign and monitor the results. Take advantage of the opportunities that put your business in the spotlight.</span></div>
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<span style="background-color: white; color: #3d85c6; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18.479999542236328px;"><b>8. Launch & Love</b></span><br />
<span style="font-family: Verdana, sans-serif;">Be true to your ideals and values. Love your business, your employees, partners and customers, and success will be sure to follow!</span></div>
identity brand + designhttp://www.blogger.com/profile/12036756849161418343noreply@blogger.com0