Category: Branding
10 Questions to Help You Position Your Brand
Identifying a strong and usable brand involves both looking at yourself and looking outward to find a niche. In my first 10 questions, I focused on the introspective part of branding—helping to define yourself. These next 10 questions are aimed at discovering where there is an opportunity in the marketplace. Questions to help you position your brand Who are your direct and closest competitors? By category, specialty, location, etc. How […]
Read More...10 Questions to Help you Identify Your Brand
Branding can be a complex subject. As a designer, I tend to focus on the look & feel of a brand, but there is much more to it than that. Creating a unique and memorable brand will make you (your company or product) stand out. However figuring who you are, can be a difficult job. And it’s essential to do this work before developing any graphic systems. The process involves […]
Read More...Naming your Business to Attract the Right Clients
One of the most exciting parts of starting a business is coming up with a name. The name becomes central to the brand and can help you define your target audience. The Senior Citizen Barber Shop I read a fun story about the local Senior Citizen Barber Shop and how it got it’s name. The full story is in the Portland Press Herald and below are the key passages: Q: […]
Read More...Email Marketing Proven to Build Loyalty
A recent study shows that permission-based email campaigns overwhelmingly have a positive influence on consumer behavior. The study of 1517 consumers, completed by marketing agency Epsilon, showed that 57% of consumers feel they have a more positive impression of companies when they receive email from them. In addition, email builds consumer loyalty, increases purchasing both on- and off-line, and generates a positive impression of the sending company. Highlights of the […]
Read More...Good Design vs. Good Branding: Tropicana Case Study
You’ve probably heard by now that Tropicana redesigned their orange juice cartons, but then received so much negative feedback they’ve decided to revert to their old design. This is an example of how design in a vacuum can lead to terrible branding decisions. The design changes For years, Tropicana used their image of the straw in the orange to suggest a fresh-from-the-orchard taste. That image was backed up by a […]
Read More...