Facebook: Personal Profile or Page - Choosing Wisely

One of the biggest infractions of Facebook Users seems to be the use of a Personal Profile vs the use of Pages. But this infraction is not only against Facebook Terms of Use but also self-defeating.

Even Facebook themselves say that use of personal profiles are for non-commercial use only. https://www.facebook.com/help/217671661585622

It’s tempting to advertise your business, commercial plans and ideas on your personal profile. It is where all of your friends and family are amassed. But using your personal profile for anything other than personal updates on things you like, family pics, vacation ideas or basic Facebook chit-chat could get your account suspended or even deleted by Facebook administrators.

It can be a fine-line to distinguish between what is commercial and non-commercial. For example, if you’re a small business owner like myself then you use Facebook almost exclusively for commercial purposes because chances are you don’t have time for idle chit-chat and common social media gossip. Every iteration of a Facebook login has a business imperative. My real goal is to get straight to my Helios Page. The only way to get there is to have and login in using my personal profile credentials. There is no way around it. You must have a personal profile to have or even get to a business page and this is where I think Facebook lacks differentiation. Some people understand the difference but there simply isn’t enough incentive to build and maintain another Page when all your friends are amassed in one place already. More to the point, it’s far easier to login to your personal page (always required), and make your posts there regardless of the commercial or non-commercial stipulation.

This is where Facebook fails. It would be far easier to be able to login directly to our business Page(s directly, for those of us that have them. Furthermore, everyone shares directly from Pages on the things that interests us to our Personal Profiles so our friends and family can see and share our interests and participate. That is essentially the Facebook use structure. 

So why even have a Page? Remember the aforementioned reason. It’s against Facebook Policy to use a Page for anything other than commercial use. Yet, you’re able to share business links, posts and updates from Pages to your Personal Profile and that insofar as I can tell is the completely legitimate workaround. 

Understandably, people still can’t see the benefit of a Page. It’s true that they’re a handful to keep up with. Nowadays, a social media presence is as prevalent and important as having a storefront sign to let people know where you are and what you do. The most common Page Administrator oversight is the thought process that essentially suggests that ‘if you post it, they will come.’ Unfortunately, like any business it takes dedication, perseverance and consistent diligence for a successful social media Page. You monitor it, nourish it, adjust it like you would anything in your business. Here is where Facebook Pages excel. The information available to a Facebook Page administrator is extraordinary; charts and graphs at your fingertips which show you exactly how your Page is doing. Facebook breaks down your market categories of age, gender, place of origin, etc. Facebook tells you how each and every posts is performing. It gives you all this information for Free; free on the surface at least. The goal is for you to take this information and use it to purchase ads thru Facebook. 

As a paying ad user, I can honestly say the information you have access to from the ad development Facebook application gives you extraordinary details to drill down your target market even more. You have access to age, gender, place of origin but also, what people like, where they shop, what state, city or province they live in, where they like to go on vacation, what their favorite color is, what animals they like, even the brands they shop and hobbies and so much more. Once you’ve entered your ad criteria, Facebook even gives you a projection of how many people you can reach. That is powerful information you can use to streamline your ad message with even a forecast of how many people you can reach. Furthermore, you can run an unlimited amount of ads simultaneously and schedule them to take advantage of peak social media times, dates and days of the week to maximize your message. 

Even if you don’t use ads; even if you personally choose to ignore the Terms of Use (not suggested) of a Personal Page - for anyone with a brand or business intent - on Facebook, Pages are really the only game in town. I’ve found it puzzling to see individuals create secondary personal profiles for branding in a feeble attempt to… quite frankly I’m not sure what they’re trying to do. They don’t have access to all the promotional tools that are available nor are they encouraging participation. Why would you alienate millions of people by asking them to be your “Friend” when what you really want is to improve your visibility and Branding that eventually leads to meaningful action or participation? That’s the job of a Page. Asking someone to accept or not accept a “Friend Request” is far more intimidating and unnerving than allowing them to “Like” on their own. Think of how many hundreds, thousands or even millions of people you’re alienating by trying to get them to send you a “Friend Request.” Will they accept me or will they not goes thru everyone’s mind that crosses you les’ they see the thousands of friends you have and realize that you don’t truly engage any of them on any meaningful level aside from bragging rights to show how many followers you have. For someone that’s trying to build a brand or a business having a profile rather than a Page is like having a huge retail store but with a sign up that reads STORE CLOSE! BY APPOINTMENT ONLY. Not smart is it? Why not open the doors and let people in during normal business hours and take advantage of all the promotional tools available to you?

Why Reducing Prices Can Often Fail to Increase Sales

When was the last time you entered an Armani store and complained about the price? Did you gasp at the price of the alligator loafers when the cashier said “that will be $679.37?” Unlikely. Everything we purchase has a perceived value by each and every one of us. If your business is suffering from a lack of sales, it could be that you’re not charging enough. 

You did not misread that. You may not be charging enough. We are all consumers whether we ourselves have businesses or not. We have a need for products and services. Everything we purchase has a pre-determined expectation of price whether we realize it or not. This preconception derives from advertising, lifestyle, self actualization needs and our spending power among other things. These elements combined create our consumer psychology and how we perceive value. If it’s too cheap, we don’t value it. We have been conditioned to know when something seems to good to be true. As a result, we move on to a product that has a seemingly higher value simply because it cost more or simply because the next item is more in tune with our expectations.  

Consider this scenario. You are shopping for a new car. You’re noticing that with all the options you want, this car is averaging around $32,000 at every dealership you’ve gone to. You have determined that based on your search that this is the average everyday price for this vehicle. When you decide to take the plunge, you discover the exact same make and model for $20,000. The dealer assures you that the deal is authentic and that the car is every bit as good as the $32,000 car you’ve found. Yet, you’re apprehensive because you know that if it sounds to good to be true, it probably is. Whether you purchased the $20,000 car or the $32,000 car doesn’t matter. This scenario proves that you’ve made an association between value and price. We all do it whether or not it is conscious or sub-conscious. It doesn’t matter if the $20,000 is good deal or better than the other or vice versa. The point is recognizing that your own research has conditioned you to accept a certain value/price condition for a specific good as an accepted norm.

The counter argument comes from the coupon shopper, those that hunt for bargains and feel that most things are overpriced. The value/price psychological association does not negate the argument that most things are overpriced. The emphasis here is on value perception as a consequence of how an item is priced; the psychological component and not necessarily the budgetary component. Therefore, the counter-argument is a fallacy that has a poor correlation as it pertains to budgetary and financial aspects of goods and not how it pertains to perceived value.

Microeconomics emphasizes supply and demand as determined by the scarcity of goods. It explains quite effectively how prices may effect quantity supplied and quantity demanded. Yet, it does not emphasize enough the effects of perceptive value as a consequence of media conditioning via branding and advertising. That lies in the purview of marketing specialist using statistical data derived from surveys, product movements, pricing and ROI among other things. 

A hard line economists would rarely advise raising prices to boosts sales. However, a marketing specialist may based on market analysis and the effects of consumer psychology and branding initiative as it relates to a particular product or service or an organization’s overall value proposition. If your product is priced too low and creates a perception of low value then you may be attributing to low demand yourself. If your product is priced too high you create the same situation but with a label of being too expensive. Yet, the latter is the scenario most often blamed for weak sales. If you don’t value your product enough to price it appropriately then how can someone else value it enough to purchase it. 

If you’re entering that Armani store then you have a sense of what to expect of the price despite what the quality may or may not be. You are conditioned to know that such an item carries a premium price. A frequent Armani shopper isn't necessarily interested in coupon clipping. They likely don’t care if the item is on sale or not. However, if a $679.37 pair of alligator loafers is now $150.00, then Armani will have damaged their brand and created an environment akin to a closeout bargain warehouse, thus negating their high end stature as a premium clothier and accessory provider. Armani would much rather ship that product to an actual bargain warehouse not bearing their name to closeout slow moving or discontinued inventories.

You may believe you’re gaining more business by cutting your prices to barely above your costs and operating levels. What you're likely doing is working twice as hard while diminishing the demand for your product because you’ve undervalued the service you’re providing. It’s a particularly tough pill to swallow when all your competitors are dropping prices to boost sales. Yet, you notice many of them struggling to keep the doors open despite having significantly increased their foot traffic for a short time. It is a false recovery. Many flock to a great deal at the start. But in the end, as the diminished perceptive value of that good or service kicks in, consumers eventually abandon it for a product infinitesimally varied, that carries a slightly higher price and you’re left wondering why the most basic, often misinterpreted, lesson of economics has failed you - the often misused lesson of lower your prices and they will come.

Web Analytics

Web analytics are often used as a means of marketing and research to gain insight about the various aspects of your web application. Analytics help marketers and researchers measure the result and behavior of their online product(s).

Generally, web analytics constitute a myriad of statistical data categorized by given characteristics not unlike a database. These statistics or lack thereof attribute in large part to an examination of an organization's SEO paradigm as well as a measure of transactional throughput of a given web application.

While some web applications are given naturally to recording analytics others require direct structuring in order to facilitate a capture of web traffic and their sources. This structuring often entails a registration and/or code manipulation to host in a sense the traffic capturing mechanism. 

Popular uses of such data is applied to all types of online marketing activities including but not limited to the SEO, email marketing, social media marketing, and search analytics. Analytics allow marketers to tailor content by measuring online behavioral data such as time on sites, link sources, operating systems, country source, language and even ISP provider. Scores of other data is extrapolated as well often with intent on improving advertising or simply gaining insight into the effectiveness of a launched product or a specific ad campaign. 

The ever improving and expanding use of QR codes has added value in measuring the effectiveness of print media. With increasingly improved tools, QR codes’ analytical programs are able to integrate web analytics providing a means of examination and understanding of the reach and effectiveness of print media advertising. 

Web Analytic integration often requires some mechanism of integration with your existing application. The extent of that integration varies depending largely upon the platform and application the user or organization has in play. However, the benefits are immense as they largely provide a means for marketers to gain direct insight on their ROI as it pertains to web applications and increasingly so with print media.

For more information on Web Analytics contact a marketing specialist, an SEO specialist, and/or a media specialist regarding the use of Web Analytics for measuring your online and offline marketing efforts. 

Improve Your Marketing with QR Codes

If you're not using QR Codes you might be missing out on a great marketing tool.

You've seen them in passing or perhaps printed on the latest product sample package you received in the mail. But what are they and why are they showing up everywhere and all of a sudden? QR code is an acronym for “Quick Response” code and is a type of two-dimensional matrix barcode. They have been used largely in logistics and freight tracking industries and known for their ease of creation and extremely rapid scan readability. They can be read by any compatible device which just happens to include increasingly as of late, smart phones.

One of the most notable and instantly apparent advantages is the QR code's rapid readability. Due to its simplicity duo-tone hex design and ability to store large amounts of information, the QR code is poised for even more pronounced use.

More than likely you're already seeing these codes on the back of public buses, signs, posters, brochures, billboards, pamphlets, websites and now even television ads. But how is this translating into an advertising or marketing tool? First and foremost the QR code is only as useful as its wielder. Simply having a code is not tantamount to increased sales or brand awareness. What it does bring is what consumers and prospective clients want; more information on your products and services now and while they move. As a marketer, business owner, or salesperson your goal should be making information about your company easy to access, effortless to disseminate and a breeze to follow thru with. There simply must be a value incentive for your prospective clients in order to compel them to act.

So how do you maximize the effectiveness of QR codes? We're already seeing QR codes being used to “Like” Facebook pages, sign up for mailing list, link to websites, sign up for promotions and offers, download coupons, etc. The most exciting thing is that most of this functionality is completely free. Most of these features are already accessible with the devices and other tools you already own. Additionally, you may also obtain traceable QR codes; know the source of your queries, the geographical origin of inquiries, what products prospects linked to, the most commonly visited pages, etc. This is information you can use to build even more effective programs thus leading to profitable activity by clients for your business. As a marketer you can know exactly how many prospective clients scanned the QR poster ad you placed on 42^nd street and what time of day that scan took place. As an organization you can know that advertising via your Facebook QR code brings in more hits to your site from Seattle than it does in Tuscon. Whereas in Tuscon your billboard ad generates more inquiries thus leading to better targeted marketing activities.

The metrics generated by a well implemented marketing plan can literally breathe life into a failing strategy. The more information you gather from those metrics is what turns a mediocre plan into something revolutionary.

Speak to a marketer about QR codes and how to integrate them into your marketing strategy.

Wil Randolph
MSCS-Web Development/Marketing/eCommerce

Visual Communication Strategy

As a graphic designer I am always mindful how important visual representation is. How your company is perceived is more often determined by your marketing collateral than any other thing short of direct interaction and word of mouth. What constitutes this visual representation includes but is not limited to:

• Website                       Product Packaging                                 Commercials
• Business Cards            Store and Office Uniforms/Attire              Print Advertising
• Signage                       Invoices and Statements                        Company Newsletter
• Brochure                      Postcards                                              Social Media Pages 
• Pamphlets                    Emails                                                  Office Architecture
• Flyers                          Billboards

Many of you may have been surprised by the inclusion of attire and office architecture. Pause and think how many times you have driven to a place of business and had an immediate reaction to what the company is like based on the building condition, design and location. Are they conservative, flamboyant, lazy, reserved, cautious, trendy, traditional or modern? Such inferences determine what we will expect before the first word is ever spoken and attire is no different. How you present yourself professionally is perhaps one of the largest indicators of your business style and/or what you deem as important. This doesn't mean that it requires wearing Armani slacks to do oil changes. What it does mean is that one must consider a healthy balance between appropriateness, practicality and making a statement consistent with your visual communication strategy. 

The visual style of your business tells your prospective customer more about you than you realize. Consider your invoice design. Is is plain or detailed? Is it itemized with every phase of the project or product? How are your business cards? Are they on flimsy stock or are they thick and shiny with fancy graphics? Will it show that you spared no expense which might be seen as wasteful if you're a street hotdog vendor? Or sparing no expense on business cards might be considered normal for a Wall Street broker? It can say a great deal about your company before words are ever spoken. 

Whatever the state of your visual communication materials, the first thing to consider is the perceptual effect it will have on your customers and the public in general. You also have to consider whether or not you're maximizing its effectiveness and your ROI. I often think of product packaging and labeling on this point. I've seen the same product packaged and labeled differently to appease the taste and preferences of the market served; one package with different colors, typeface and styling sold to different ethnic groups. There is nothing illegal about it. It is simply maximizing your visual communication strategy by capitalizing on racial and ethnic diversity. Many large corporations have done this by making their websites in different languages with layouts, colors, and a user interface that addresses the preferences of a specific group. This is maximizing your visual strategy simply by being mindful of diversity.

The next time you have postcards designed, consider having one set in Chinese or the other in Spanish reflecting the colors, layout and visual tastes of the different groups. Tread carefully here. The last think you want to do is offend. Consult with a marketing professional before doing any grand ad campaigns without gathering all facts first. The last thing you want to do is make grand generalizations about anyone. All things being equal, you will be pleasantly shocked about how much feedback and responsiveness you get for simply considering and respecting the visual perceptiveness of one group or another. Frankly, I love designing postcards. It has more real estate than a business card to showcase your products and services. They are inexpensive to mail, and relatively inexpensive to produce. It's a great way to let people know who and what your business does without having to physically meet and hand your business card to them all. 

Visual communication is all about perception. Whether it's a business card or postcard, flyer or poster, it's important to engage your audience in a way that positively reflects your organization's objectives and values. 

Marketing & Design: Maximizing time between Projects

In those brief lapses between projects I get to experiment. Sometimes it's new software, a technique I've wanted to try, a new lighting setup, trying a new email marketing application or a canvased print style - whatever the experiment those brief breaks afford me an opportunity to explore.

A few days ago I visited some of the things that CS 5.5 can accomplish that was not available in previous software versions. This week I wanted to emphasize how important it is to not get discouraged. Even when you think there isn't any work out there as a freelancer, proprietor, or contractor, keep honing your skills. Use your downtime as an opportunity to network with new people, catch up on projects once set aside and more importantly be creative and experiment with things that lack of time had not allowed you to. It's amazing how creative you can be when you're not inhibited. 

Start a blog if you like and just write about what interests you. You'll be surprised how many people share your interests and what you can learn from one another. Share ideas and network. This is how I learn about new products, even giveaways or trials. Stay in touch with friends. You never know who lost your number and need your products or services. Don't assume they don't want to hear from you because they didn't contact you first; Reply to that backlog of email inquiries while you're at it. I should take my own advice and become more engaged with social media too. It is as much a part of business as balancing your books. Don't discount its effectiveness. Whether you want to or not you must realize that most of your potential clients have some sort of social presence. You should want to know what they're talking about, what their interests are and what they are looking for. Did you know that surveys suggest that most people get over 70% of tips and advice from their social network? From where to buy a car to the best schools and day care centers in the area.

What do I like to do in my downtime? Design, Marketing, and Photography.  Yes, I know that's day job stuff but I really enjoy it. Everything I do in such context hones my skills, helps me to become more efficient at using my software and equipment. If I'm lucky, the next person that calls or emails asks you about a doing a project for them and you reply, "A poster like this..."

Then they reply, "Perfect. Just add my company info on there." Now all your experimenting and networking just paid off because you learned something new about your software, tried a new editing technique, and picked up a job from a business acquaintance on something you were already working toward. A few tweaks later and it goes to print.

My acquaintance has now become a customer and then they inquired about the makeup artist, the model's name, and who does my printing. Then everyone along the chain of my network gets business and recognition. Printers start to print. The makeup artist does the makeup. I get to do photography and design and models get to model. Not bad for downtime.

Do as I say but it's your fault: The Marketing Dilemma

Do as I say but it’s your fault: The Marketing Dilemma

As some of you know, by day I’m a marketer, designer and product photographer. By night I dress up as a super hero and fight crime; code name: shadow knight. Actually no but it doesn’t end for me because marketing, graphic design and photography are three things I am very passionate about. So this is not quite as large a tangent as it might first appear. It's not dressed up with fancy graphics or the usual magazine design, brochure layout or gorgeous model but give it a chance.

But what do you do when the day version of you gets a bad taste in his mouth? You’re being told do this and that but it’s your fault when it fails. Well this is becoming a trend among marketers and salespeople across various industries. The pressure is on them to create something from nothing. To perform when all things are stacked against them. Customers that once fell from the sky have become difficult to obtain due to their own economic hardships. Upper management and employers ask you to practice strategies that have never worked but wonder why they don’t.  For example, I once witnessed an organization that wanted to open a retail store that didn’t want to stock anything. Huh? “We’ll just have displays and samples. We don’t need to stock everything just a couple of items. It’s your job to create foot traffic and sales. Why aren't our sales going up? What are you doing?” Huh? Really? No one can be that dumb I thought. Guess what? They are and this economy is drawing them out in droves. You peel away the layers of smoke and mirrors to find holes covered over with bandaids. I was told by an employee that worked as a department manager for a small family owned business. Upper management placed television ads for her department and never ever told her the ads even existed. When customers enter she often had to ad lib and stumble thru pretending she knew what the hell they were talking about. How humiliating is that? Does that show how well the company values their employees or does it show that they could really care less? Is this a marketing situation or just ignorance? Hmmmm? Read on.

Where is the copy that tells what the organization stands for and what value they bring to the consumer; something that shows the customer that we’re not just trying to shove products down their throats? We stand for something. We stand for integrity, quality, consistent service, professionalism and dignity; and maybe we should stop letting the staffers dress like it’s spring break but dress more like the professionals who take their jobs and their customers serious. Maybe I’m too conservative but worn out jeans and a tattered shirt just doesn’t make it for me. Wouldn’t you feel insulted as a consumer to enter a place that just doesn’t take your business or you serious enough to present themselves well? Would you open a $50,000 credit account with an organization you don’t know that let staffers pounce about it graphic tees smelling like booze and smoke unless you're buying booze and smokes? Probably not. But I’m guessing you still wouldn’t. I certainly wouldn’t. This is business folks. It’s time to step things up and admit you may not have all the answers; to admit that a fresh perspective is needed to move your company out of this slump. You can’t expect to keep doing it the same way and get different results. Is this a marketing situation? Read a little more.

Ignorance once hidden by a bustling economy is oozing to the surface with morons who operate the most powerful companies on the planet large and small. Weird isn’t it? 

Marketing is a process as much art as science and marketers are one of the primary organic elements of Enterprise Resource Planning. It is customer service, the warehouse manager and the sales staff. It is the waiter and the bartender as well as the parking attendant and the construction worker. Anything that effects your success as a salesman or marketer is a part of sales and marketing. So when you're busting your chops trying to drum up sales you need to know that your prospects are being met with equal professionalism back at the office when you're not around. When you create perfectly tailored ads to drive consumers to your store, you as a designer want to know that the floor salesman conveyed the information as it was advertised and not sabotage your efforts. When an owner says take ownership of a project but then tell you to do it their way, the old way and wonder why it fails, thats marketing despite being horribly planned and executed. Successful marketing is a comprehensive approach to creating consumer value through pricing, promotions, a proper array of products and placement. But it’s also about image, networking, perception, timing, organizational learning and social responsibility among other things. This is a new time and customers want the best and almost instantaneous service for what might years ago be deemed as damn near free.

It’s not a bottleneck of strict rules imposed on salespeople and marketers and half baked ideas. It means you filter your target group before you start randomly tossing irrelevant sales ads. It means in real terms is that the front end supports the back end so that when the customer enters the doorway the resources are in place to close the deal with speed, finesse and professionalism. It means knowing your market and segmenting based on the products and services you’re offering that market. It means you know what’s in stock because your system is up to date. It means your Internet ad pricing matches your in store prices. It means your staff is empowered to make decisions and are informed about sales ads, the products and promotions so when customers enter they feel confident and a part of something.

You can send thousands of email ads, mailers, and social network posts, but if 65 percent of them are Muslims you may have a tough time getting pork sales. It’s not rocket science right? Well apparently it is. But in this economy no one is listening to the rocket scientist. Trust me I know. I have nearly the same amount of hours spent in university lecture halls and the experience to prove it.

I loathe the blamers and finger pointers lording over everyone and deciding the fate of many. Get positive, share, collaborate and take ownership and above all else take responsibility for your own poor decision making.

Choosing and Designing Your Organizational Logo

Choosing Your Organization’s Logo

We’ve all seen the triumphs and the failures over the years; logos that say nothing of a company’s business, logos that are too abstract to mean anything, logos that are too generic or cartoonish; logos that are overly ornate. Unfortunately there are even logos that might be offensive or racy in nature. Iconography and symbolism are the very heart of communication. Before structured speech and language, symbolism has guided our perception of the world. In our time and in our businesses and institutions, guiding our strategic communications is the duty and responsibility of the Marketing Manager and/or Content or Branding Manager. It may be a shared responsibility among your staff or more appropriately you have a dedicated full-time individual or group handling your branding. I’ve outlined some very basic criteria I believe every logo should have despite the industry, despite the person at the helm of your communications' strategy, despite the company or the market it serves. These things are:

Transferability

Transferability is no small think to have when choosing a logo. It constitutes the entirety of the physical components of the logo design such as legibility, color, styling, layout, size, etc. Transferability essentially means that the designer and/or organization have considered how this logo might be rendered in and on alternative media. How will it appear on an envelope or letterhead? Will it cause placement problems on the website? Are the colors standardized? Are the colors webs safe? Is the logo legible on textiles? These considerations are hugely important. Most people consider a logo use in a singular media like a business card or letterhead, but they have not considered how well it will carry onto other media. How many logos have you seen look beautiful on a website but horrible on a sign or on apparel?

Understanding the market placement limitations of your logo is essential is maximizing its use. Remember a logo is your organization’s identity - its face and what people will see before anything else. Prior to meeting you or what products or services you offer your logo and other print materials is your first impression. Does your high end clothing boutique logo makes you look like a small town country store?  That’s ok if a country store is the meaning you want to convey. Does your bank logo say that you are serious and conservative or playful and risky? These considerations lead us into Relevancy.

Relevance

Relevancy requires a bit of research into understanding your market and your competitors. Are bright colors suitable for an insurance company and what psychological perceptions will these colors have on my prospective clients? Color theory is a huge component of design and rightfully so. Cultures respond to color in different ways and can often be offended by or put off by the use of colors in certain context. Color transferability is hugely relevant in your logos design as well. Choosing colors that can be carried from textiles to plastic or from paper to steel is a major consideration. You can’t accept a logo that looks plum on a business card and eggplant on a sign. You will lose brand equity and as such your visual communications’ identity is not nearly as secure as it could have been. Your business will be perceived as serious with drastic variances and a lack of consistency in your marketing materials.

But as aforementioned, color is a huge component of establishing relevancy and appropriateness to industry norms. It’s ok to break the rules if it falls within the confines of your organizational strategy and marketing objectives. Purple and gold with red stripes are quite striking together. However, improperly utilized the three colors may not bode well for an investment banker logo. Who will take you serious? Are you the circus or a financial institution?

Know your market is by far the most paramount of Relevancy. Understand the demographics of those you serve and provide to. Consider the cultural and gender aspects of design. After random self-designed market surveys, I’ve found on nearly every design that even men and women respond differently to colors, web and page design completely different on occasion with logos and other materials and iconography. Most recently, a logo design survey revealed that women preferred more elegant typefaces, swooshing lines, curves and bold colors while men were more attracted to strong positive vs. negative spaces and geometric shapes with simple colors. No surprise really but what if you were opening a business tailored to men and was leaning toward elegant bold colors; definitely know your market and your industry and understand the responsibility you hold as a designer and/or an organization.

Responsibility

DO NOT OFFEND! Be sure that whatever you choose in your design that you take care not to use overly suggestive, racial, cultural or offensive language or iconography. Your business is your own but consider the implications your business will have on society as a whole. Understand your social and ethical responsibilities. Just because a design isn’t offensive to you doesn’t mean it may not be to someone else.

Consider the example of a popular International parcel company we likely all know. Upon attempting to permeate a foreign market they had considerable trouble gaining a foothold on any considerable market share. Business was suffering significantly, yet all preliminary studies suggested that this market would substantially expand their business; all studies except one which would have revealed that certain colors in certain cultures are omens of bad luck and are often considered offensive. Now consider how many delivery vans you have to repaint to serve this market. Of course, there were other considerations the research revealed that needed to be addressed but this is an example of having cultural, racial and social sensibilities toward other people. Understand the perceptions associated symbolism and iconography. 

Perseverance

Can you change or alter your logo every few years? Sure you can but it’s not smart. Your logo establishes your identification in the marketplace. Changing it every few years diminishes if not totally undermines your visibility and the ability for your organization to be recognized. It also suggests deception and that your company may not be a viable one.  No one wants to establish a business relationship with an organization that looks like their going out of business and re-opening a new one every five years. Yet, logo updates and visual communication overhauls are rare but sometimes necessary particularly when a market has grown and customers are more diverse than they originally were. 

Make sure your visual communications’ identity is as timeless, strong, responsible, and relevant as they can be. You are being measured, compared, benchmarked, perceived and summed before you ever get to say hello.

Author: Wil Randolph (Visual Communications' Specialist)

Graphic Design

Marketing

Branding

Advertising

Photography

Branding Yourself

It's amazing if you sit briefly and think about how surrounded we are by visual communications. Billboards, flyers, posters, logos, websites, product packaging and labeling. Even fashion and industrial design is all a summation of studies of consumer psychology, trend watching, and determining what will appeal to mass audiences and/or specific markets. While it may be argued that we're on the cusp of information and visual overload, it's incontrovertible that we all have a need for graphic design and photographic services.

Visual imagery is one of the defining characteristics that we use to separate and distinguish one product from another. Product packaging and branding helps organizations build brand identity and grow market share. Corporations spend millions trying to determine which color might incite an interests or pleasant responsiveness to their products and services. While even more money is spent attempting to ascertain what shape a product should be or how much is too much on a website design. You may not have known that certain colors on products aren't received well in other countries. Companies have had to shift or alter their visual identity to permeate new and foreign markets. Ideally, the goal is to create a perception of value; a perception that separates one organization from another, one product or service from another and passing those perceptive benefits down to you, the end user.

But what does this have to do with you personally? EVERYTHING!! You, like everything else around, is a brand; an identity that you have the ultimate control over. Your look, your reputation, and your general first impression. If you're an executive your corporate picture is important. Your online professional profile is representative of who you are as a person. It shows your work ethic and your attentiveness to detail and precision. If you're a real estate agent you have to stand out. You need to create a persona of professionalism and success at your job.

In today's job market your identity has to be strong. Create an image and historical profile of yourself that represents you positively that helps you to stand out. Create an online presence that identifies you as someone to be trusted and able to accept responsibility.

So branding and identity is not just about products, it's also about you and me. Imagery translates across media and bridges over context. Make sure your context is appropriate and applicable. Make sure you're saying everything you want to say about you is visible and accurate. Who says a business card has to be for people that own or work for a business? We all have to market ourselves today more than ever. Do you have a business card? If so, what identity are you conveying? Think about giving yourself an edge.

Get help working on a profile picture or get help designing a web site to promote yourself or your business. Consult with a marketing specialist on how you start creating a brand identity for yourself and your small business idea. If you're seeking employment, consider starting an at home business and find out what it takes to market your services and what resources it takes to start branding. If you have plans to work for an organization, consider how much stronger your identity will be if a prospective employer can find positive information about you.