The Emotional Rollercoaster of a Web Site Launch

It seems that every web site launch—whether it’s a brand new site, a redesign, a blog launch or just adding new sections, content or features—goes through the very emotional, but somewhat predictable series of ups & downs. Getting beyond denial As with most self-improvement projects, we often have to sink really low before we decide to make a change for a better. This is often the case with web sites that have outlived their original organizational set up, or have content jammed into an out-dated navigational hierarchy. I know with my own site, which I redesigned in the fall of 2008, I had started to absolutely hate it. It used a flash-based navigation system which seemed really cool when I developed it several years prior, but I loathed by late 2008. Also, my publishing work had grown significantly and the book work was hidden within the other print work. Honestly, I was beginning to cringe inside whenever I gave out… Continue Reading »

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4 Branding Tips for Solopreneurs

If you’re really ready to start your business consider these four branding tips: 1. Consider a name other than your own. Many people starting their own businesses are setting up one-person consulting companies. In this context they will be getting most of their work based on their own reputations. In fact, they may even get work from their previous employers. However, it’s best to start thinking of your business as something more than just yourself. When I started my design firm I didn’t just say Emily Brackett, Graphic Designer. I even went beyond Brackett Design. I came up with a name of an entity—Visible Logic—that is more than me (even though it started as a sole propietorship). Your business name allows you to built a brand that is bigger than just you, and gives you more room to grow. This can be especially helpful when you make sales calls. Rather than saying “This is Amy Smith” you can say “This… Continue Reading »

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Use Your Microsoft Word Docs To Build your Brand

Your brand should be apparent in as many places as possible. Considering that most businesses frequently use Microsoft Word to write proposals, reports, estimates, memos etc. You need to make sure that your Word files are continuing your brand as much as possible. Electronic Letterhead Template When you have your letterhead designed, also have an electronic version developed. This will put the graphic elements (logo, contact information, company name, etc.) into the Word file. These should be placed graphics, not typeset in Word itself. This will assure that the typographic treatment exactly matches your printed letterhead. Depending on the layout of your letterhead, these elements can be placed into the header & footer areas of the page, or pulled into art boxes. Font choices When your designer established your corporate identity, one or more corporate typefaces should have been selected. Many times, these are fonts that a design firm owns and uses on their Mac but may not be installed… Continue Reading »

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Branding, a Designer's Perspective (aka Who am I?)

I wanted to start this blog with full disclosure that I am a graphic designer. So while branding can be so much more than just the design of company’s image, that is my focus, my viewpoint, my perspective, my angle, my bias. On projects for Visible Logic, I usually am not involved until a client gets to the design phase. I may try to push them back a step and allow me to help them with “bigger picture” issues, but that’s not always an option. A few things I think that are part of branding: Market Research Researching the market and figuring out how your product or service will fit in with the rest is an important precursor to branding. This may not even branding, but rather determining whether or not there is room for a brand. When I work on an identity project for a client I always ask for a list of their competitors and I follow that… Continue Reading »

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