Branding – Marketing

Lansing and Charlotte, Michigan Small Business Marketing Solutions

On November 17, 2016 / Branding - Marketing, General, Graphic Design and Web design / Leave a comment

Tags: Charlotte, Lansing responsive website design, lansing small business marketing, MI, Michigan, small business, website designs

Looking for small business marketing solutions? We receive calls everyday from small businesses looking for answers to their marketing needs. We also receive phone calls from other marketing companies trying to sell to us! I am amazed by the volume of calls (some robo calls, don’t get me started on those-ugh!) from marketing companies. Each call promises increased Google rankings, website visitors, social media followers, decreased pounds – wait, no, that is a call that could actually be helpful…

I met with a customer this week who received one of these calls. The call spurred a discussion about Google rankings and how we could help. We’ve also met with a couple of small businesses in Lansing and Charlotte, Michigan have monthly marketing package agreements with Town Square Media. Town Square Media have a large sales forcey, targeting small businesses in mid-Michigan and throughout the country who need help with web design and marketing. They build responsive websites and offer social media management. They also promise search engine optimization (SEO) and monthly edits to small business websites for a set monthly fee.

Marketing Packages for Small Business

Marketing packages are beneficial small business marketing solutions if they offer consistent, fresh, customized content, at a set affordable cost. We were surprised to hear Town Square Media customers were paying twice as much per month as we charge. Plus, their customers were getting a very small percentage of the service we provide. Some of the small businesses who had WordPress responsive websites built were paying over $200 a month. They also told us that if they wanted to cancel they would lose their website. After over a year of paying for a website the didn’t even own their website!

Fortunately, we have been able to help these Lansing and Charlotte, Michigan businesses. They now own their website designs and have control of their internet marketing. Can we help your small business save money and get more ROI and higher brand recognition?

If you are a Town Square Media customer in Lansing or in the surrounding small towns please give us a call today. We believe in small businesses and we relish the opportunity to help you grow. For those of you who are paying monthly for a responsive e-commerce website or other small business website that you will never own – cut your losses.

Affordable Small Business Marketing Solutions

We will build a custom website for similar or less cost than you have paid and you will own it once paid in full. We will also train you on how to edit your responsive website. Have problems with edits? Call us, we’re here to help and we will walk you through updating your website. We’re here for you if you have major changes you prefer not to attempt. We will provide an accurate time-based estimate to get your website design developed quickly. You don’t have to take our word for it, our reviews speak for themselves.

For small businesses with professional websites who need answers about social media management, email marketing, SEO and getting reviews posted on Google, etc. please give us a call. Don’t sign on with a company you haven’t researched or with a company who doesn’t know you, or your local area. We will meet with you over the phone or face to face. After the meeting, we can develop a custom plan. Plans can include fee based services, or we train you how to achieve similar results. Take back ownership of your brand, connect with us today!

Business Card Design for Small Business

On September 29, 2016 / Branding - Marketing, Graphic Design and Web design / Leave a comment

Tags: branding, Business Card Design, small business

As a graphic designer I have been known to break a few corporate rules. However, I choose to play by the rules when it comes to business card design. At least when it comes to the shape and size of business cards. As in most industries, there are standards to follow that help consumers and industry professionals. Challenges, expense and frustration occur when products vary from industry standards. An innovative product may be deemed unusable. A company who chooses to break from the norm may be striving to create a new standard (Hello Apple iphone7 headphone). In other instances they may not have compiled the proper research. Or they are just going rogue!

Lately, when attending networking events the business cards I have garnered are in a variety of shapes and sizes. Creative business card design is a valuable investment for start ups as well as established corporations. But, it is important not to get too far away from the norm. It is your logo and business card design that people see most. Business cards will be exchanged at networking events, one on one meetings, and cold calls. If your card looks unprofessional, then so do you.

What is the size of business cards?

The standard dimensions of a business card design is 2” x 3.5”. Traditionally the 3.5” is the longer, horizontal measurement. Over the years vertical business card designs have made a mark as well. The most widely accepted business card shape is a horizontal version. Industries such as banking, insurance, manufacturing, and education use traditional, clean designs. Comparatively, vertical business card designs, tend to be used by creative industries such as architects, interior or graphic designers, crafters or arts and craft products, etc.

Business card design styles

Business card designs that break away from the normal business card size stand out. But, having an outstanding design is different than having a design that stands out. The goal of a professional business card design is to be memorable, communicate clearly and be easy for the recipient hold onto it. When a vendor hands me a square business card that are all the rage right now I don’t know what to do with it. It doesn’t fit in my business card holder, it doesn’t fit in a pocket folder slit, it doesn’t fit in my phone case! Plus, with square business card design, nearly all are two sided – so now you’ve created more work for the recipient.

Don’t get me started on the small business card designs that resemble the size of keychain loyalty cards. Why would someone choose these to promote their business? Does the small business card save that much on paper cost? I will confess, I do not know the actual printing cost of business cards in this format. Why? The answer is because I would never recommend them to my customers. Consider using them as a small product insert but please don’t use them as a professional business card.

Size matters

In closing, I will share that it is common practice to scan business cards into a customer relationship management (CRM) system. All of those tiny business cards get stuck in the scanner. Additionally, square, two sided business cards must be scanned twice. In one sense you have achieved the goal in standing out to me by choosing an odd shaped business card design. Increased scanning and input time has been created for me. This doesn’t leave me with a good impression of you and your company. Isn’t leaving a good impression the first goal of networking?

We’re happy to take a look at your business card and offer feedback. Fair warning- it will be honest feedback! Email or give us a call today.

Stay connected!

Capability Statement Design for Women Owned Businesses

On August 26, 2016 / Branding - Marketing, Entrepreneurs - Small Business, General / Leave a comment

Tags: capability statement, one sheets, sales sheets

Congratulations, now that your company has received certification as a women-owned business your work has just begun! Let’s start with your capability sheet design. In Michigan, we have regional business summits, MiDiCo meetings, and other meet-the-buyer events. When you attend networking events, conferences, etc. in your state or region you need a professional leave behind in the form of a capability statement. Capability statements are print pieces that essentially offer your company information at a glance. Your capability sheet should also be uploaded to your website for download. Similar to a product cut sheet or a sales sheet, capabilities sheets are what companies use in the procurement of corporate and government bids.

A successful Capability Statement Design Includes:

your company name
company logo
third party certifier (such as WBENC)
core competencies (brief company statement and services)
contact information (you would be surprised how often this is missed!)
differentiators – how do you stand up to the competition
images; professional logos; professional or stock photos
past performance
company data: DUNS number, CAGE, socio-economic status if you are a WBE, WOSB, Minority Owned Business, certified through WBENC, NAICS codes, PSC numbers, Federal Supply Codes
Key personnel: ownership, management information, or key account representatives, etc.

Optional Content for Capability Statement Sheets:

customer testimonials
partial customer list
credentials, licenses
logos and mentions of professional affiliations /memberships
case studies
Do you need help writing the copy for your Capability Statement Design?

You may know your business yet not know how to write or now how to identify which content will stand out to prospects. Consider frequently asked questions and reviews from your customers. Ask yourself:

What makes your company unique?
Why would you be the best candidate for a project?
What sets you apart from your competition?
Why do your customers continue to hire you?

As a full service branding firm we print, write, and design capabilities sheets. Our web specialist posts keyword optimized sell sheets and capability statement information to our website and our customer’s websites. Take a look at our capability statement design sample. We have included design and brand marketing service listings, print and design awards, women owned business certification, corporate logo, WBENC logo, customer case study results, etc.

Industry Specific Capability Statement Content

If your industry requires licensure be sure to include the licenses you hold. Include affiliations, reports and ratings with third parties.

Better Business Bureau rating
ISO rating
Angie’s List award
etc.

Especially relevant, do you hold a professional designation within your industry such as a Certified Speaking Professional (CSP)? These credentials establish credibility and set you apart from your competition.

Capability sheet samples include one and two sided solutions. We try to keep our capability statement design one sided and customize it to each service. For instance, if we are responding to a bid for brand development services we will include specific branding experience. For magazine or publication design we include our experience highlighting publication design and production.

Do you need help putting together your capability statement design? We can set up a 10-15 minute complimentary phone consultation. Also, we will ask the right questions to get the most important content about your business on paper clearly and professionally.

Leave behinds and downloadable pdf capabilities sheets are critical. Consequently, don’t miss opportunities because your prospects didn’t remember you or don’t have enough information to hire you. Give us a call or shoot us a note today.

10 More Event Marketing Elements for Successful Event

On July 6, 2016 / Branding - Marketing, Graphic Design and Web design / Leave a comment

Tags: Event Advertisements, event marketing, Event planning, Event Program, social media

In the previous blog we touched on the first 10 event marketing elements needed for successful event marketing. For a successful campaign you can’t stop at just the first 10. Following are 10 more event marketing elements every event marketer or event planner should include in all personal and corporate event planning.

11. Social Media Graphics / Banners

Create a variety of social media event graphics that include the event logo, main sponsor logos, plus date and location of event for large to medium size graphics. If you will have a keynote speaker or celebrity performer use their photo, logo or other visuals to highlight them. Create cover photos, banners, memes, videos if available, for all social media platforms. Post them for download to your website and encourage attendees to post on their profiles.

12. Social Media Posts / Hashtag

Have a handful of social media posts scheduled for the different planning stages. Save the date posts, exhibitors posts, sponsor posts, reminders, new information such as added speakers, vendors, etc. Include visuals as much as you can. Also think of a unique event hashtag for your event and encourage people to use it before, during and after the event. If you have an annual event include he year in your tag: #EventBranding2016

13. Order Promotional Products

If gift items, give aways or other event tchotchkes are needed determine what you will be giving away or selling and order them well in advance!

14. Advertising

If you budget allows purchase print or online advertising. Many options to choose from including trade magazines, local newspapers, e-news and social media advertising and Google adwords.

15. Blogs / Articles

If you maintain a blog on your even website post new information regularly, interview speakers, etc. Send more press releases and build interest from media to create articles about your event.

16. Event Signage

Exterior banners, interior directional signage from the parking lot to each breakout session, the expo floor, etc. Include event logo, directional arrows, room names or numbers, etc.

17. Reminder and Confirmation Emails

Drip email campaigns should be utilized for all events. Save the dates, announcements, register, have you registered? did you forget to register? , thank you for registering, etc. Confirm registrations and schedule an email before the event with specifics for each attendee and if invoice reminders are needed. Share details of the event – location, map, time, location and times for scheduled workshops or break out sessions

18. Event Program

Include a welcome, agenda, sponsor information, advertisements, break out sessions, FAQs, area information, map of location, map of expo floor and exhibit hall, times, titles and locations of each break out session, etc.

19. Thank you Plus a Survey for Event Attendees / Exhibitors, etc.

At the end or after the event follow up with a thank you for 6attending with a survey that asks pertinent questions about specific elements of the event you want to know about, Where can you improve? What worked? What could be added?… etc,

20. Create Next Year’s Planning Calendar

If you are wooing sponsors for the next event… the best time to do so is during the current event… event marketing never really ends.

Need Help Design Your Event Marketing Elements?

Connection Group has been developing and designing all of the above marketing items. We have delivered event marketing elements needed for successful events for over 20 years. Connect with us today. Let’s discuss how we can work together to make your next event, large, or small, successful. Good luck with your event!

10 Event Marketing Items Needed for Successful Events

On June 23, 2016 / Branding - Marketing, General, Graphic Design and Web design / Leave a comment

Tags: Event Invitations, Event logo, Event Marketing Items, Event Posters, Event Website

It’s summer in Michigan which means it’s time for us to design event marketing items that will help us deliver successful event marketing for our customer events. The craft fairs, outdoor farmer’s markets, antique shows, flea markets, wine tastings, art fairs and concerts are being promoted at every turn. Our professional association clients are sending annual conference registrations and marketing promotions to their members and so many golf outings to broadcast!

If you are new to event planning you may not be aware of the many event marketing items needed for successful event marketing. Possibly a complete event marketing consultation may be beneficial depending on the size and scope of your event. However, I have outlined a list of standard event marketing items needed for successful event marketing that can get you started and may be all you need if you have some design or marketing savvy.

1. Event Marketing Calendar

This will be your event bible. The biggest mistake new event planners make is that they do not begin to market or even announce their events far enough in advance. Veteran event planners begin planning their next annual event the day after (or the day of!) the current year event.

2. Event Press Release

Once dates, locations and themes are determined begin composing and blasting your press release. Keep a data base of press contacts, blogs, companies, organizations, etc. with similar interests or target markets and share the press release with them. Remember to include it on your website as well!

3. Event Logo Design

A logo design is a visual symbol to quickly identify your event to the public, attendees, sponsors, exhibitors, speakers, prospects, etc. is the first step in building your event branding.

4. Event Website / Web Page Creation

All future marketing information will refer to the website. If your event is one event of many that your organization hosts an event web page will be sufficient to post all your information to. General information can be posted and details such as exhibitors, break our sessions, photos, etc. can be added as everything is finalized. If attendees, sponsors, or exhibitors for trade shows or expos can register and pay online get these online forms set up in the very beginning.

5. Event Announcement / Event Postcard

Design a postcard or social media graphic to save the date. Include the name, date, logo and a call to action for your event. If there are more details posted to the event website or if attendees can register, include the event URL.

6. Event Sponsorship Packet

Soliciting sponsorship early on in the event planning is key to successful event marketing. Create a document with sponsorship categories that includes costs associated and the value for their investment. This document can be sent via email, mail, or posted to the event website page as a download as well as included in text form on the event web page.

7. Event Exhibitor Packet

If your event includes and expo or showroom floor, information for exhibitors will help them be more prepared and help event staff focused on welcoming attendees instead of answering the same questions over and over. Provide a map of the showroom / hall, include restrooms, a contact person, exhibit hours and special times.

8. Solicit Event Program Advertising

If you will be including advertising or table sponsorships for dinners, etc. create announcements, flyers, etc. that outline ads or table sizes, costs, deadlines for artwork and payment

9. Event Invitation / Postcard

This will be the formal invite that includes general event information and teasers that will entice prospective attendees to register. A registration link, event URL, deadline for early registration discount or other CTA.

10. Event Posters / Event Flyers

For community events or large corporate events design and post event posters and event flyers. Include event name, logo, date, time and location and website.

This is just the beginning. Check back for our next blog entry that will cover another 10 event marketing elements needed for a successful event campaign. If you are in the process of planning an event and need help with any or all of the above event marketing items please connect with us today, we’d love to help.

Which is Better, a Company Trifold Brochure or Sales Sheet?

On April 18, 2016 / Branding - Marketing, Entrepreneurs - Small Business, Graphic Design and Web design / Leave a comment

Tags: #10 envelopes, booklet, brochures, capability statement, data sheets, direct mail, flyers, inserts, leave behind, pocket folder, print marketing, product cut sheet, professional speaker one sheet, sales kits, sales sheet, sell sheet, specification sheets (spec sheet), trifold brochure

Company trifold brochure 15$ discount on graphic design Connection Group
Your company website is live, you have business cards in hand, and now your’e ready for some leave behind print marketing materials. Small businesses often start with a standard, every-company-has-to-have-one-trifold, and others use company sales sheets. Whether you are a start-up company or second stage business, when choosing between a company trifold brochure and a sales sheet, first consider how you plan to use your print materials.

Company Tri-Fold-Brochure

Three panel brochures are standard letter size (8.5” x 11”) sheets that are folded twice, horizontally. The paper is usually creased in equal thirds, resulting in three panels on each side of the sheet totaling six panels for the entire piece. Designed to fit into a standard #10 envelope, trifold brochures are also known as #10 brochures for this reason. Brochures can be a combination of any amount of colors. Trifold brochures can be simple black ink with text only or full color, effects, die cuts and short folds. A trifold brochure template can open horizontally, custom brochures can be designed to also open vertically. You can choose a z-fold brochure or roll fold brochure, depending on the order in which you want the viewer to read each panel.
A custom company trifold brochure or brochure template, is often a gateway introductory tool. Brochures can be many different sizes and shapes, with multiple folds, single or multi-page. Multi-page brochures are, in essence, marketing booklets designed to wow the audience and support the corporate brand. Brochures with sleeves and die cuts can be used as folders that hold inserts. The shape chosen is dependent on how the print marketing piece will be distributed, along with amount of information to be communicated, and the style in which the company brand, product brand and services brands will be presented.

When a company trifold brochure is most beneficial:

point of sale (check out)
retail store
bank
pharmacy
restaurant carry out menu
direct mail – fits easily into standard #10 envelopes
general company information
display in brochure racks
coffee shops, travel bureaus / Welcome centers, chamber of commerces,
event promotion
other….

Sales Sheets

Sales sheets are standard letter size (8.5” x 11”) sheets that are not folded. They can be one sided or two sided, full color, one, two, or three color. One sale sheet could cover everything or multiple sheets may be needed to highlight individual products or services, pricing, etc. Sales sheets may also be designed for specific target markets. For instance if your company sells products or services to manufacturing firms and also to end users, your sales literature will need to be adapted to each audience.

A Sales Sheet By Any-other-name….

The term sales sheet is often interchanged with: sell sheets, brag sheets, capability sheets (capability statement sheets), product cut sheet, flyers, inserts, specification sheets (spec sheet), data sheets, and one sheets (often used for Professional Speakers, authors and other creative talent such as models and actors.) There are some differences in the content in each of these items but the purpose typically serves the same end – to promote.

When a sales sheet is most beneficial:

leave behind after a sales presentation
part of sales kits for use by sales staff or independent sales representatives
company manufacturers or offers multiple products or services
after sale literature for customer reference

Each marketing item that is designed for printing can also be included in digital format for posting to your website. All print items can be shared electronically in emails, posted to social media, and as downloads from a specified page on your website.
Do you need help with the design or writing of your company trifold brochure, sales sheet or booklet? Are you in need of a promotional kit with sales sheets? Connect with us today. We’ll plan a face to face meeting to discuss your ideas or schedule a phone consultation to clarify goals and outline marketing solutions.

Automated Marketing Let’s You Market In Your Sleep

On April 1, 2016 / Branding - Marketing, General / Leave a comment

Tags: automated marketing, automated marketing services, campaigns, Lansing associations, marketing, mid-Michigan, Web Designer

Internet Marketing Strategy Connection Group

The previous blog post covering automated marketing barely skimmed the service about the features and benefits of marketing automation for small business. I’m continuing here to be sure that I communicate clearly that there is a lot of leg work that has to happen for automated marketing to get rolling.

Automated Marketing Services Upfront Planning:

create targeted landing pages (for each product or service)
develop detailed customer profiles
identify marketing automation database segmentation
determine what events / actions to track
create tracking methods to identify who participated in a campaign (attended a webinar, opened an email, responded to social media post, or clicked on a Google ad)
view reports, determine common visitor traits or failed closings
design messages that are graphically appealing
write compelling copy
tailor drip email campaigns to generate attention
and more…

Create more leads and close more sales.

Because we are a design and marketing firm we have received sales calls from automated marketing services firms for years. We’ve tried out demos, reviewed benefits and features and inquired on pricing for each automated marketing company. Some companies were incredibly expensive and truly were designed for large corporations like GM who receive tens of thousands of hits per day. The ROI just wasn’t there for most small businesses.

Can automated marketing benefit small businesses?

The challenge we found with all of the marketing automation companies is that they all claimed marketing automation was easy. The only way marketing automation is easy is if you are a marketing firm who is already using digital marketing services like email, CRMs, visitor tracking, analytics, etc. and attempting to build comprehensive results from the different platforms. It’s a lot of work! Converting to marketing automation services is like a ride in the park after juggling all of those pieces and trying to make sense of them. Realistically though most small business are not doing many of those pieces on their own, so jumping into an automated marketing solution is a huge undertaking.

If you are a small manufacturing firm in mid-Michigan, a craft brewery in Lansing or a commercial builder in Grand Ledge, Michigan you’re too busy running your business to be working on all of the pieces needed to create successful automated marketing campaigns. You either need a full time website designer and marketing communication manager in-house or you need to outsource it to a marketing company like ours. We have found that the small businesses, associations, and community organizations in Grand Rapids and Lansing who we have met with who attempt automated marketing on their own seldom implement it to it’s fullest potential. There are far too many steps required to get it up and running.

customer persones
segmentation identified
campaigns are built
website enhanced for automation
communication and call to action copy developed
graphic design elements created
review of reports
sales department actions

Once all of the above are complete, you can monitor campaigns, traffic, and reports and your website marketing will truly be automated and leads will be forwarded to your sales team.

Do you think your company is ready for marketing automation services? Give us a call, we can talk about your goals and whether marketing automation is a good fit for you at this stage in your business. Connection Group can provide assistance setting up your automated marketing campaigns and turn it over to you or we can set it up, manage and provide input on the data and reports. We can help you rest easy and keep your business on track.

Marketing Automation Services [Cruise Control for Websites]?

On March 1, 2016 / Branding - Marketing, General / Leave a comment

Tags: Automated Marketing Service, Lansing, Small Business Grand Rapids

Marketing Automation Services by Connection Group Marketing automation services are essentially an expansion of digital in-bound marketing tactics. A customer expresses an interest in your product or service, they come to your website for more information and marketing automation tools spin creative webs to capture the prospect. From pop-ups, to forms, to email buy-ins, automated marketing is created to capture your virtual visitor.
Traditional inbound marketing is found in brick and mortar stores through the use of signage, in-store specials, packaging, point of purchase displays and customer loyalty programs. The customer comes into the store and posted specials attempt to convert their interest into a purchase. The addition of suggested customer loyalty memberships work to solidify the relationship and opens up more touch points for current customers.

Be one with the traffic

In most cases a visitor to your website is a hot prospect, the right time to sell to them is when they arrive, or when they perform a specified action. Marketing automation services answer this need by tracking, reporting, identifying, capturing and noting actions of each visitor. Each action on the website, whether clicking on an individual product page, downloading an ebook, or viewing a video, is noted. This information helps to identify what that visitor is interested in and helps to target follow up information. With automated marketing we can determine if the visitor has been to the website before, what pages they viewed, actions they took, etc.
Marketing automation is synced with a customer relationship management (CRM) tool. Visitors can be segmented into specified lists depending on triggers set for each action you want to track. For instance if a visitor comes to our website and downloads our print marketing ebook the download form requests their name and email. This can then feed the CRM into a segment we have created for print marketing. Someone who purchases the internet marketing ebook could be entered in the internet marketing prospect segment.
Marketing automation can also be designed to provide suggestions to the visitor through popup windows or notifications. As an example, if a prospect we recently met at a Lansing or Grand Rapids event comes to our website and lands on a blog that talks about website maintenance, we might suggest they check out our website maintenance plans page. If they go to the website maintenance plan page we can create a pop-up or notification that suggests they call us for an instant quote during office hours. All of these pieces can be automated for prospect follow-up and to trigger numerous campaign actions based upon activity.

So are marketing automation services like digital cruise control for your internet marketing?

Did you ever hear the story that was spread around the time cruise control was first offered? It was said that a driver of a van turned on his cruise control and then got up to change his vinyl record. (Yes, cruise control is a vintage feature along with record players and 8-tracks.) Snopes has informed us renditions of that story are urban myths, but it illustrates my point. Cruise control helped alleviate one action required to drive a car but the driver still needed to be present and attend to other driving tasks. The same with automated marketing, although it eliminates a task or two, you still need to steer the prospect in the direction you want them and that takes time, planning and attentive follow up by your sales department.
If you’re ready to to drive up sales, give Connection Group a call today to see if marketing automation services could be the best route for your company.

How to [Be Your Own] Brand Consultant – It's Not Just About Brand Visuals

On December 9, 2015 / Branding - Marketing, General / Leave a comment

Tags: brand associations, brand message, brand personality, brand position, brand promise, brand story, brand visuals, visual elements

Many people confuse branding with company logos, corporate identities and websites. It’s true, consistent brand visuals are important to establish a brand identity. The company brand though begins with the intangible elements a company is built on.
Questions included below are important to ask before you start your company and well before you begin your marketing and promotions. Some of them will be easy, some may need to be honed in over time.
These questions can be used by start-up businesses or existing businesses that needs to evaluate their brand presence and definition. Grab a cup of coffee, pen and paper or open a text document and start noting answers for each section.

Brand Position

What unique value do you bring to the market?
What does your company do?
Who are your customers?
How does it benefit your customers?
How are you different from your competition?

Brand Promise

What does your company stand for and offer to your customers every single time? All brand decisions are based on this promise to prospects, customers, employees and partners.
Do you want to be known for:

high quality product or service
giving back to the community
niche market
24/7 service?, etc.

Brand Personality

What are the specific personality traits you want your company to be known to provide or represent?

sophisticated
passionate
daring
sincere
strong
dynamic

What is your brand story?

Did you open an e-commerce shop with all Michigan made products to support local artisans? Did you author a book on a parenting because you want to help young mom’s and children? Are you a manufacturing company built on a strong work ethic and safety who has achieved ISO certification?
Share your company history here:

Why were you founded?
What value do you bring?
What products and services?
How does your story build your credibility?

Brand Associations / Visual elements

The physical assets of your brand; name, logo, website, font, tagline, business cards, print collateral, etc. When you are choosing images, fonts, colors for your brand visuals consider your market and message. Reflect your brand promise, personality traits, and support your unique selling position.
By all means be consistent! Start up companies may select brand visuals that are trending in the moment. Quickly they discover they don’t relate to their brand, they don’t stand out and are quickly dated. Take your time in this step and be sure to ask people outside of the company their thoughts on brand visuals you are considering.
You may find everything falls into place very easily. Some companies may find additional help of a brand consultant or a graphic designer with a strong grasp of brand marketing is helpful. We help companies at this stage and there are firms that have made brand consultation their specific niche. If you are a start up company without a budget to outsource a professional brand consultant, don’t let it stop you from answering the questions. Your answers don’t need to be award winning script others see. It is more about defining your brand to yourself first to help you to live it with your customers, staff, vendors and your community.
Stay connected! Which question is the most challenging for you? Did any of them give you new insight on your company brand? I’m interested in hearing how the process was for you.

Designing a Small Business Logo – Tell Your Story Authentically

On November 14, 2015 / Branding - Marketing, General, Graphic Design and Web design / Leave a comment

Tags: branding, design, logo design, logo design Lansing, logo design marshall, logos, small business logo, symbols

The logo is a visual symbol of the brand personality and message. It is often the markets’ first impression of a business or product. If your’e designing a small business logo, here are a few tips to consider.
Missing the mark with brand imagery can be lethal to the growth of your brand. The goal of designing a small business logo is for it to stand out. To pop, it needs to be clever but also clear and designed for longevity. Various iterations may be needed to keep the logo from looking dated over the years and starting with a strong, evergreen style will help keep brand recognition consistent.

What comes first the logo or the brand?

Small business logo design for consignment shop in Oldtown Lansing, Michigan

In the case of this entry we’re covering logo concepts first however the two must work hand in hand (see corporate and small business branding in the next section). To create an effective logo, graphic designers or small business owners must have an idea what the logo will represent. Although brands take time to fully develop in the marketplace, initial planning can help target them appropriately. Understanding who your target market is and the interests and styles each particular demographic is attracted to will be the starting point. Adding meaning to your brand image will increase the aesthetic appeal.

Do you want a logo or a logotype for your business?

Pinterest is an example of a logotype

A logo has an image that is representative of the company or industry along with the font used for the company name. A logotype is just type. A logotype is often an original or hand lettered font set in a unique way. Coke-a-Cola is an example of a logotype. New businesses need one or the other. Only companies like Starbucks and Nike can get away with just an icon without their name. These brands have longevity and recognition in the marketplace. Millions of dollars have been spent on consistent marketing and advertising over the years that has made a clear distinction to the public and allow them to just use an image.

What are the next steps to designing a small business logo?

Research
Search the internet for powerful, attractive, award winning, and stylish logo designs. If you have a particular style you are drawn to, search for those samples. Many logo designs and logotypes are copyrighted or trademarked. Your research is for inspiration not to plagiarize! Check the competition, check other brands and companies who are targeting the same audience. What design approaches are they using successfully? Think creatively to break away from the tried and true industry icons in the same style everyone else is using. Remember the goal is to stand out from the crowd.

Contemporary coffee shop logo

Styles
What styles do you keep going back to? Are you attracted to formal styles, contemporary looks, strong or powerful imagery? Be sure to distinguish if you are gravitating toward a style that will represent your business best and not just one you personally like. Consider all the ways a logo will be used; on different colored backgrounds, in various sizes from billboards to web apps, icons, avatars and print, a company logo must be flexible in size and keep crisp clarity whether super sized or miniscule.
Color

Three different copmanies under one corporation use the same logo and we switched out the color.

Remember to first keep it simple. Make sure the logo designs work in black and white. Logos are used on a variety of media, from tee-shirts to websites. Sometimes color is limited and achieving special effects in certain print processes won’t work. Add in color and or effects once you have a solid foundation.
When you are determining the colors to use for the logo consider the personality of the brand. Soft muted colors are usually used for services and products in a more reserved, compassionate setting and industry. Pulling off a pastel blue and pink color palette for an energy drink may seem incongruent. Think about how a color makes your feel, what reactions they inspire. What colors can be combined together that will compliment the brand personality? Red is a power color, blues are associated with professional, trustworthy messages. Take a look at the list of colors and the qualities associated in the Resources section in the back of this ebook.
What logo colors quickly identify the personality of your brand?

The mixture of sans serif and script in this logo adds creativity without looking overly feminine or formal.

Fonts
Just like colors, fonts have personalities too. Choosing a font that represents the personality of your brand sends a cohesive, unified message. Stay away from trendy fonts and fonts that are not easily legible. Look at the font from a distance, will it read well on a sign with drivers passing by at 70 miles per hour? Will it be legible when reduced to fit a business card or social media profile icon? What about style? Do you love the formality of a flowing calligraphy font? Does a thick graffiti style script font seem appropriate for your message? Can you find a way to customize or tweak a font to make it your own? Please keep in mind fonts can come with copyrights too!
What fonts or font styles do you think will work best for you logo?

We use our logo symbol or icon everywhere.

We also customize it for specific products and services too

Original symbol
Designing a symbol that will represent the brand can be the most challenging. If you have a product that can be illustrated cleanly and be quickly identified, give it a try. For abstract concepts such as insurance company logos or professional speaker logos understanding the brand personality can lead you in the right direction. An insurance company may want to present a solid, established, formal image. A solid rectangle with the initials of the firm reversed out of it to resemble traditional engraving could give the illusion of a century old firm. A professional speaker who offers a lot of humor could be represented with a cartoon or caricature. Another professional speaker logo for a speaker with an energetic, motivational style may use abstract graphics that depict movement and energy.

Logo design for professional speaker company

Other times there is a symbol that the company founder relates to that can be tied into the brand messaging, a sun for a professional life coach could symbolize their desire to enlighten their clients. What symbols resonate with you and your company message?
There are plenty of resources online to order inexpensive logos or even build your own from a catalog of standard clip art. Keep in mind some of these DIY logo design websites only allow you to create one format and size. The format may work for your web marketing but they are not high resolution logos for reproducing professionally in print. In addition you will usually be limited to stock images that others have used and your logo will not be unique in the marketplace. This may present challenges for trademarking if you choose to protect the symbol later.
When you have a few logo concepts in place be sure to show the ideas to others. Get feedback and try not to share which is your favorite. Don’t risk ‘tipping the scales’. We also recommend showing the logo to people who may not be aware of what your business is. This is a great opportunity to see how clearly your logo concept is communicating the correct message – and if they can accurately read the font!

Nursery and gift shop logo with leaf ties in the nature theme of the shop.

Keep in mind you will always get mixed reviews and sometimes the one you chose will not be the majority vote. If few people have chosen the logo you prefer and have given strong reasons why another would work better – listen. You may be too
emotionally connected to your logo choice to make a rational and smart decision.
If there is a close call between the one you like and another logo concept, chose the one you like, even if it wasn’t the one with the most votes. The logo is going to be your small business identity for a long time and it really needs to resonate with you.
Please remember your small business logo will not be instantly iconic. Brand and logo recognition takes time and consistent use. Follow your style guide in all your marketing and advertising formats, and you will build market awareness. List some examples of company logos that you like and what you like about them: