Communication and Design

This is a particularly interesting article appearing on The Atlantic.com http://www.theatlantic.com/doc/200807/google. Author Nicholas Carr discusses the evolution of the Internet in its role as an information super-source and the way it is influencing and changing thought and society.

So, is Google really making us stupid? No, Google in and of its self is not making us stupid. It is, however, changing the way we do research, the way we think and process information, it also affects attention span, and the type of information we access. The most dangerous part of all is that it will also influence what we read if we allow it to.

With the Internet, information is so readily accessible, gone are the old ways of going into a library, opening books, contacting sources for interviews, and so on. We have come to process articles it by quickly skimming, for short bits of information and them moving on the next piece, lest we should become bored. Oh, and if there are no interesting graphics, we will probably not even bother at all.

The nature of the Internet influences what we choose to read. Even the most basic information is laden with advertisements, links, graphics, and irreverent content that distract from what we are searching for. Real life changing informative news is given less importance than celebrity gossip and social interest. In addition, the unedited content of the Internet can be dangerous. Because anyone can place anything on the Internet it is up to the reader to verify that the information is credible and true.

While the Internet is the greatest invention of our time and it is also contributing to the rapid change of our society. We change technology and technology changes us. Change is not inherently bad however Internet users in general are becoming less and less discretionary in regards to content. This kind of use adds to the self-centered consumerist nature of society and lowers the common denominator of our culture.

Tags: current events // Add Comment »

The Starbucks Experience by Joseph A. Michelli

This is a great book for business leaders looking for new ideas and strategies to implement into their business and for those who want to learn a little more about the business principals that Starbucks is founded on.

Michelli offers many examples and case studies throughout the book and includes thought provoking “create your own experience” and “thoughts to sip on” to help the reader implement ideas into their own business practices. The Starbucks Experience offers an in-depth look at the Company’s branded customer service over the years.

This book was packed with useful information and ideas. I was pleasantly surprised by the high standards that Starbucks follows; from the way employees are treated to the environmental efforts, and much more. The only weakness is that the examples do get a little repetitive, as the same kinds of principals are emphasized over and over.

Tags: book reviews // 1 Comment »

In this age of image overload and zillions of different products and companies to buy from, the consumer has a daunting task of deciding which item to buy. This is where the “brand” comes in. The brand helps save time; the consumer can easily scan the shelves to select their favorite familiar label and be on their way. Alternatively, the process could be overwhelming as a shopper might have to spend some quality time reading labels, comparing ingredients, and preparation methods and other factors. A good experience with a brand and the consumer knows what to grab again – a bad experience and they know what to avoid.

The bottom line is: consumers need brands.
From a consumer standpoint a good brand will:

• help them save time
• project the right message
• and provide an identity

Consumers tend to prefer strong brands to weak ones. Investors are willing to invest more in brand name stock and good employees want to work for companies with a strong brand image.

Tags: branding // Add Comment »

Mastering Online Marketing by Mitch Myerson

This book is primarily for those wanting to develop and promote an ecommerce store and also has good information for those wanting to promote an informative web site. This would not be a good book for those wanting to learn about developing their own web site.

It discusses a wide range of information including strategic marketing, developing a viable business, web design and navigating, optimizing your web site for sales, using new media to promote, driving traffic to your site, and affiliate programs. This book is a valuable reference tool and is good to hang on to and refer back to while you are in the continuing efforts of running an ecommerce site.

This book was easy to read and kept me interested, for the most part, while reading. It has really useful information about optimizing web site for converting visitors to customers. It also had good information about writing sales copy and valuable suggestions about making use of web site and other technical automation systems.

The sections about driving more traffic to your site and web design and navigation (only 20 pages) were not given enough importance. As a graphic designer, I would recommend a different book for web design and navigation.

This book would probably be a useful addition to your library if you can take with a grain of salt. The introduction sounded like an infomercial as the author drags on about his success story. It is gimmicky and makes me feel like I am going to have to join the reigns of those who regurgitate information and repackage it into conferences, books and courses. Although it doesn’t detract from the quality of information, the tone of the book is laced with ego throughout. In addition, several of the case examples look more like ads.

Regardless of its negative features, Mastering Online Marketing is still loaded with some good information and is a good value for the money. This is a good preparatory book from which you can decide what area of marketing to investigate further.

Tags: book reviews // Add Comment »

Not having a brand identity is kind of like having a blind date that doesn’t comb his or her hair before meeting you at the restaurant. Their hair is unkempt which really makes you think twice about their overall appearance. In addition to appearance, there are probably other things about their life that are disorganized as well. After all, “if they don’t care enough about themselves to comb their hair, how could they possibly care about another person?”

All businesses send their customers a message through the visuals, verbals, and experiential elements that they use. The business that operates without a clear brand identity sends their customers a message that they really don’t care about their own business and the impression that they make. If they don’t care about their business, how could they possibly care about their customers? And if they don’t care about the business or their customers, what kind of product or service could they be selling?!

So, “do I really need a brand identity?” The answer is clearly YES! Every company, service or product needs an identity. If you don’t create an identity for yourself, your potential customers will create one for you – and it will probably not be a good one. This dosen’t necessarily mean that you need to go overboard and include every imaginable item in your brand identity package. Every different type of business will need different identity items so you can pick and choose the most important items for your business. Just make sure to use your identity consistently.

Tags: branding // Add Comment »

Brand identity relates directly to every visual component of a company or organization and its communications. It reflects upon your company and positions you in the market. It can basically make or break a business. A poorly designed brand identity can actually do more harm for your company’s image than non at all.

A professional, carefully thought out brand identity will increase exposure, give competitive differentiation, influence positive reception by audiences and markets, and improves communications. Brand identity is paramount on an individual product level and for the business as a whole.

It is important to reach customers and convince them of the worth of the product/service and the company that markets it. Brand identity can do just this. Because there are so many identities on the market and available to consumers it is essential for an identity to have meaning. A strong identity will send a message about the company, products, and services that it represents.

A strong brand identity will also communicate what benefits they will derive from using their product or service. It should catch the public eye and imagination and imprint the identity in the customer’s memory while sending a message about your company image and values.

Tags: branding // Add Comment »

Brand identity is made up of positioning, verbal, visual, and experiential elements. These categories are not cut and dry but should provide a loose framework in which to think of these different pieces.

• Positioning is the core essence of a business and includes positioning statement, pitch, features and benefits, communication attributes, target audience, messaging matrix, and target markets.
• The verbal is what your customers read or hear, such as the brand name, descriptor, tag line or slogan, nomenclature, and corporate voice or tone.
• The visual includes the logo, business papers, packaging graphics, web site graphics, environmental design, and other communication graphics.
• The experiential includes the identity experience, web site, application, customer service, tech support, retail store, collateral, and other points of experience.

While visual elements are probably the most common thing that we think of when it comes to brand identity development, however it is just a part of the entire system; all of the elements need to be considered. It is important that all of these elements work together as a system to create a strong and easily recognizable brand identity. All of these essentials work together to create a whole, which in turn influences the way clientele think and feel about a certain business or product.

Tags: branding // Add Comment »

When it comes to business there is never a shortage of dreams and ideas. But turning those dreams into reality is easier said than done. One main component of most businesses is attracting customers. This is where branding and marketing come in.

Marketing is the activity and process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing involves advertising, public relations, sales, distribution, research, and planning, just to name a few.

There is a common misconception that branding is all about the logo. It is true that the logo is an important part of the overall brand identity but there is much more involved. Branding or brand identity is basically everything that will influence the way someone will think or feel about a company, service or product.

Treat your marketing system as a whole. Pay attention to brand building, as it is paramount to your company product or service but remember that branding is just one part of your marketing system. Don’t neglect your other means of marketing.

Tags: business success "mini-course" // Add Comment »

Brand identity is an integrated system of elements that make up the traits or personality of a company service or product. It includes positioning, experiential, visual and verbal fundamentals. Brand identity includes color, shape, typography, logos, business cards, brochures, packaging, graphics, retail environments, advertising, vehicles, signage, uniforms, architecture and so on.

Brand image is the way a company, service or product is perceived or in other words - what the customers think and feel. Your brand identity will directly affect your brand image. Brand identity related to nearly every component of an organization and its communication. It reflects upon your company and positions you in the market.

Because branding can make or break a business, devote an appropriate amount of time, energy, and money into your plan, design, development and execution. Poorly thought out brand identity and an unprofessional design can do more harm than to your image than no design at all (we can all probably think of an example).

Tags: business success "mini-course" // Add Comment »

Consumers are faced with billions of buying options every day. How can your company service, or product stand out? Brand identity is one element that can help you reach out to your customers and convince them of the worth of your product, service and/or company.

There are so many messages out there that it is essential for your identity to have meaning for your customers. Your identity needs to send a message about the company, service, and/or products it represents about the benefits they will reap. Given similar stores with comparable prices a customer will select the store that he or she identifies with more closely. Know your market. Know your customers. Tailor your values, communications, and images to your customers. Your clients need to identify with these messages.

It is not a fast science but consistency and persistence will pay off. Investing in high-quality brand identity and designs will:

• increase exposure
• give competitive differentiation
• influence positive reception by audiences and markets
• improve communications
• create loyal customers

Tags: business success "mini-course" // Add Comment »