Has the Importance of Branding Changed during COVID?
Many companies are focusing their efforts on applying for SBA loans and cutting back where ever they can to reduce their monthly burn rate. But still, we continue to watch wonderful small shops in our communities lock the doors and wonder if/when they'll reopen.
This pandemic is a gut-punch to small businesses. Personally, as someone who's business can continue, I feel a mix of guilt for being able to work and responsibility to help struggling businesses transition online where possible.
But I wonder what will happen to the businesses who can't transition and are left to wait.
I connected over video chat yesterday with a wedding photographer who has watched his income dry up with canceled weddings and who wonders when he will get back to work. During the downtime, he is keeping his spirits up by coming up with creative projects to stay busy. But, the sad truth is that his 'bread and butter' projects may be months away.
So is it best to just wait and reduce your monthly expenses?
Instead, I wonder if this time can be spent strengthening your company's branding.
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A Designer's Perspective: Risk Management for Small Business Owners
Today I went to a risk mitigation panel for small business owners. Here is what I learned:
As a small business owner, the risks which impact your company impacts your personal life and vice versa. Here are 3 considerations when deciding to quit your comfy cubicle corporate 9-5 job and venture out as an entrepreneur.
It's a lot harder for a small business owner to have an unproductive day than when you're working as part of a team. This is because your productivity has a direct correlation to your bottom line or your income. How do you protect your income?
Many businesses are 1 or 2 invoices away from running out of business. You'll need access to liquidity to continue your business during lean times. Do you have a way to access capital when you need it?
Phishing is the most common successful cybersecurity threat. This is when the 'bad guys' send an email that contains a hyperlink that, when clicked, makes you susceptible to a hack, a threat or access to you or your passwords. How are you protecting your data?
These 3 considerations represent risks you take on as a business owner; income, liquidity, and data protection. The presenting panel didn't share this information just scare us though - they offered some recommendations too. Here are my take-aways:
To protect income - create strategies and a process for your business cycle so if you need support on a project, your team can jump in where you left off.
Lean times can sneak up on you. Getting a credit line is much easier when you don't currently need it. Talk to your banker before you are in dire straits.
Data security is important to teach your team about. Something as simple as teaching your team what a phishing email looks like and how to avoid clicking them will reduce your risk of successful cyber attacks.
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Wordpress or Squarespace - Where should I build my website?
Are you contemplating building your own website?
Many small business owners do find success in building their own websites. Or, having their site built in a user-friendly way that they can manage themselves. This can be a cost-effective way to build your business when wearing many hats makes financial sense.
I get this question all the time... "What is the best tool for building my own website?"
As you start to research this answer, you'll find plenty of advertisements for companies getting into the website builder area. Take the powerhouse of domains GoDaddy - they now have a website builder. Or the email management system Constant Contact now has a website builder. While I'm not trying to knock these companies for getting in the game... there are just a lot of companies to sift through.
For me, I'll stick with reputation and longevity. The two strongest players become Wordpress and Squarespace. But, you may wonder, which is better? On the contrary, that wouldn't be my question. What you really want to know is which is better for you.
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Niche Marketing: Focusing YOUR Brand
Niche marketing is an advertising strategy that focuses on a unique target market. Instead of marketing to everyone who could benefit from a product or service, this strategy focuses exclusively on one group—a niche market—or demographic of potential customers who would most benefit from the offerings. (As defined by Alexa.com)
But what happens when you have multiple markets? How do you decide how to promote your brand?
Many companies run into this issue. Whether you are a retail store with multiple price points, a salon with clients of all ages or any sort of business with a mix of customers - it may be a struggle to nail down your audience. But, clarifying your brand by choosing a specific customer and laser focusing on them for a set of campaigns is a great way to gain loyal followers.
But what happens when you truly have multiple demographics you serve? There may be times when creating 2 brands is the best way to keep each company consistent.
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Do You Speak Design?
Yes, as a designer, my job is to create a design which looks good. But graphic design is not about creating a design that is pretty... It's about design which connects with a sentiment, a feel, and at its crux; the ethos of a business.
Styles come and go. Good design is a language, not a style." - Massimo Vignelli, designer
This is why, as a designer, I cringe when a potential client wants to see my design style. Yet, in the moment, it's a challenge to explain to a new client why that's so.
I've come here to try...
Logo & Branding Design is about getting to know a business at it's core and finding imagery, line weights, typography, and other design elements which speaks to the feel of it.
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Nervous with Networking? Do it Anyway.
Do you dread networking? Is there this pressure to impress, to sell, to connect that just muddies your potential for connection. Do your hands sweat? I totally get it. But honestly, you'd never know it.
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Finding Extra Time as a Sole Proprietor
As a small business owner, I wear many hats. Somedays I like this variety in roles; learning how to track expenses, marketing my business, and serving my clients. But other times, I'm stretched thin, wondering whether learning about a new tax code is REALLY the best way I should spend my day. Or, if there are pieces of projects I could train someone else to do.
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Is Facebook Still Relevant for MY Business?
Here’s the deal; Facebook is an awesome tool to connect with and according to Sprout Social, 68% of Americans use Facebook and 74% of those users visit daily. So chances are your customer is on social.
But, while the algorithms that manage what we see in our Facebook feed is complicated and ever-changing, what we know is that non-paid business posts don’t tend to show up often - even in the feeds of those who follow your business. So what’s the answer? Do we just pay to boost every post? Or should we abandon Facebook in a fit of rage? Not yet.
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Creativity Under Pressure
Tight deadlines, big projects, fast turn-arounds - I'm your girl. I love the adrenaline rush of producing creative work under constraints. I feel like super women when I can nail a challenge; especially when there are high stakes and nit-picky stake-holders.
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When to Properly Brand Your Business
Are you thinking about doing your own thing?... About quitting your job to pursue your passion. That's exciting - and brave. May I offer a bit of advice? Wait to create your logo. Wait to create that website. Wait to pay for a branding package and fancy shmancy marketing collateral.
Many cities in the US have Small Business resources to work with you to create your business plan. Use them. Meet lots of people - go to networking events and share your services. Use a template from Vistaprint.com to design cheap and cheerful print materials that work for now as you work out the kinks in what specifically you are offering.
If your company is viable in your area, you will find that people will pay for your services even if you don't have fancy branding.
So how do you know you are ready for an upgrade?
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Free (and very low cost) Resources for Creatives
As a graphic designer, I utilize a number of tools to stay efficient and effective in my craft. Here are some FREE (or very low cost) ones I use all the time...
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To conform or not to conform? Is that the DESIGN question?
I actively work to be knowledgable regarding which design styles are trending. On Instagram, I follow accounts sharing design inspiration for logos, print collateral, and websites. And, I also watch youtube videos of other designers talking about predictions for what will be most popular next.
This morning I came across a video about the most popular trends for 2019 in graphic design littered with belittling comments about how they'll be staying away from these ideas JUST because they are trending. Other commenters lament with disdain that these will be what their clients force them to create. Is all this sputtering necessary? Come on guys really?...
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Motivation on Marathon Monday
Marathon Monday is a holiday in the Boston area - and the city shuts down to watch. We cheer on our friends and family running; often supporting charities through their sweat, tears and blisters.
My Facebook feed is filled with runners thanking supporters and loved ones - wishing runners good luck. Runners share stories of why they run the Boston Marathon. Some share stories of those who have run since the Boston Marathon Bombing as a #BostonStrong statement. Others share that they run for sick or ailing loved ones - raising money for a cure. There are also those who run in memory of someone who is no longer with us.
This why is the motivation they need to get up out of bed for training when they'd rather sleep in and put on their running shoes and hit the pavement. There is always this why.
So when it comes to opening a small business, how is it we lose track of our why? Remaining motivated is how you continue to progress in your business and keep putting 1 foot in front of the other.
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The Power of Changing your Scenery: Networking at Panera
I enjoy working in my office, sitting directly in front of a window with ample sunlight, plants to my left, and whatever music I'm craving playing in the background. I am what is now referred to with pride (or loathing/contempt/curiosity depending who you are) as a digital nomad. My work is based solely on my computer, meeting with clients through a screen, connecting across time zones, states, and sometimes countries. I also travel to various areas in the United States and the World as I meet new clients and continue to work with existing clients.
And although I set-up a cozy office environment - sometimes I crave a change of scenery and a good cup of coffee that didn't come from my Keurig. I have found that although I LOVE checking out small coffee shops where ever I go, if I'm going to hunker down for 3-5 hours of work; my best option is Panera Bread. Now I'm not saying there aren't other options but I have found their combination of fast WIFI, cushy seating, ample plugs, and free coffee refills do it for me. But this isn't an ad for Panera - I promise.
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Your Small Business, Business Plan
Disclaimer: I am not a certified business anything. I write from my perspective as small business owner and as a graphic designer who supports and empowers her small business clients to grow their business.
Whether you are talking to a prospective lead, imagining a new logo, or successfully completing the first few years in business; having written a business plan will help you focus on what is important.
As a small business owner, you are often being pulled in a lot of directions. And it's easy to feel overwhelmed and leave the creation of your business plan for another day. Here's my advice to get started on writing your business plan: brain dump. I love brain dumps. This is where you write and write and write whatever comes to mind on a particular subject. Using the following 9 topics, recommended by the SBA, start writing about what comes to mind when you imagine your business and just write. Seriously - don't edit, don't spellcheck, don't worry...
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Designing a Logo for a Pub
Designing a logo involves a process of deep listening and creativity. It takes a balance of strong design principles and an understanding of a business' ethos. During my first conversation with a new logo client, there is often a mix of curiosity for the process and some apprehension. If I could read their thoughts I'd guess there is a mix of... "Even if they've designed some nice stuff... how can they be sure their logo won't be regurgitated?" or "What if I don't like what they create.. Will I pay for something awful?"
My goal is take my clients through a careful step by step process, learning more about them and their business along the way, and of course, finishing with a fabulous logo.
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Thinking Outside MY Box
I was recently told that as a graphic designer, I must feel good knowing I’m better than others at design. I wasn't sure how to react and I was left with this uncomfortable mix of emotions. On one hand, I felt proud because I take pride in doing good work, but also felt a sense of guilt and frustration that at the time I couldn't pinpoint. So I answered in the only eloquent professional way I could muster at the moment by saying, "umm ok yea I guess so."
Reflecting on it later, I organized my mixed emotions and decided my colleague's comment really just missed the point. I’m proud that I feel confident in my craft. Yet, although I’ve been told, especially by my mom growing up (cue eye roll here), that I always had a knack for drawing, I firmly believe that design is a honed craft that many so-called 'not creative people' could learn. If you have the patience to keep re-working something until it looks right, again and again; you will train your eye to see what looks right faster. But it’s important to note, you also should have a strong eye for what looks right, which is subjective (and definitely a topic for another day).
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Simple SEO Advice for Dog Lovers
Search Engine Optimization (SEO) is a BIG deal for your business website. Yet, before you dive into all the how-to build-your-SEO-blogs and the what-if-you-aren't-technologically-savvy-blogs and into the forever-depending-rabbit-hole of SEO terror; take a step back, a deep breath, and take care of the 3 simple(ish) and quite solid steps to improve your SEO.
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Cheap Design is VERY EXPENSIVE
Just because you know how to chop vegetables and turn on your stove doesn’t mean you can whip up a gourmet meal or that you should call yourself a professional chef. It takes time, experience, often schooling and years hard work to hone the craft. And then you may just be good. It takes creativity and ingenuity to be great. It’s the same with design.
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Part Renegade, Part Professional: Creating a Logo for a Pirate
A logo derives meaning from the quality of the thing it symbolizes, not the other way around. - Paul Rand
Meet Andrew Pierce of The Gourmet Agent.
Andrew Pierce is a technologically savvy Realtor who works digitally, saving you time and money. Oh, and he cooks. He’s actually a professional chef too. As you get to know Andrew, you can see how interconnected his businesses are with his life. He works with real estate clients who use him for catering and catering clients who use him to sell their homes. And his clients LOVE him. He uses Virtual Reality to show them homes or to sell their homes and digital marketing to promote, so he’s effective and efficient. He has an incredible business model and he stays busy- really busy.
I met Andrew at a networking event, which by the way, he puts together every month with the support of Rockstar connect. (If you are in Wilmington, NC check them out on Facebook here.) He expressed that he has had a logo for sometime that just didn’t represent him anymore.
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