Who Are You Online? Personal Branding vs. Corporate Branding while Social Networking

Social networking and branding are both hot topics for people who are trying to promote and build a business, or their own career. And I’m hearing a lot of confusion from people who are small business owners or sole proprietors about how to brand themselves while they build their online networks. Should they promote themselves with a personal brand, or build a corporate brand? Sole proprietors, entrepreneurs, consultants, solopreneurs, freelancers, and small business owners often have one person who is the public face of the company. For a consultant or freelancer who intends to stay as a one-person shop there really is no company behind the person, it is all about that person. However, some small business owners that are single owner-operators now, may hope to grow. And they are eager to use branding on the social web as an integral part of their marketing plan. Let’s take a look at some different business models and also the popular online […]

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What's the Visual Position for Your Brand?

Have you staked out your brand position? Have you defined it visually? Brand positions are often created in words, though people experience brands primarily visually. BUT a brand’s packaging, advertising and overall presence in the world starts with visual symbolism, not words… 80% of what we learn about the world comes to us visually…yet most brands do not have a visual position that brings the written positioning and story to life. That quote is from Branding Strategy Insider’s Blog post about Neuroscience and Brand Connections. And I really like the term “visual position.” Moving from words to graphics Here are Visible Logic we work on a lot of projects that are branding systems: logo + web site + printed materials and graphics. They all work together as a cohesive system. We like to start this process with a research phase that usually ends with a written brand statement. This statement helps our clients to understand the personality of their brand […]

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The Logo Development Process: New England Breeze Case Study

If you’ve never worked with a professional graphic designer, you may have no idea what goes into designing a logo. Even if you have worked with a designer, you’re probably curious about what goes on behind the scenes of developing a high-quality logo for a small business owner. Below is an outline of the typical process that we take at Visible Logic for the design and development of a logo. We’ll be using New England Breeze, LLC as our case study. Project Summary Create a logo for a new business—New England Breeze. The company sells and installs wind turbines and solar panels for business and residential customers. The owner wanted to make sure both energy sources —solar and wind—were obvious in the logo, especially because the name of the business only suggested wind. The logo should be one-color so that it is easily applicable on a variety of items and economical to print. The target market is individuals interested in […]

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Branding on the Social Web

I spent Tuesday at The Big Conference here in Portland, Maine. The main theme was using social media, social networking, social web—or whatever you want to call it—to build your business. As a graphic designer, I work to build brand identities and branding systems: The visual identification of a company and its brand. And this topic was mostly absent from the day’s lectures. But in fact, branding and social media are very entwined. Fewer places to build brand identity In the channels of social media, many of the typical “look and feel” touch points cannot be used. Your friends and followers may be receiving your updates as text messages, or within the pre-branded space of something like Facebook. In fact, the branding space of Twitter is the reverse of traditional brand identity. If your follower logs onto twitter.com to get their updates, they are reading your messages in their own personally branded environment. The only time they see your branded […]

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