Dawn's Design Insights

The Extra Mile

dawnofdesigns — Tue, 10 Aug 2010 16:26:44 +0000

Most great brands have this in common…they live up to or exceed your expectations…consistently. Great brands excel where lesser brands fall short, making sure that every detail receives special attention. No such thing as “good enough” for those who perform the duties that result in presenting even the smallest aspects of their brand to their customers and the public.

Last week, I was given an assignment by a client that demonstrates how they consistently deliver more. My client, Butter Buds Foodservice, manufactures high quality all natural products that are instrumental in the development of healthy and tasty food served in schools, healthcare, military and other food service-dependant industries. Butter Buds Foodservice recently became affiliated with a large healthcare buying group that asked them to draft a letter introducing them and their products to the 300+ hospitals that make up their constituency. Recognizing the marketing opportunity at hand, my client forwarded me a sample letter (provided by their buying group contact) and suggested that we do more.

So we did. Rather than drafting a two paragraph letter that would have sufficed, we began with a conference call to discuss the appropriate level of response that would showcase the company and products concisely, but impressively. We decided to craft a one-page letter accompanied by a two-page PDF. Here is the final product − which was approved and will be disseminated this week. Great brands take full advantage of opportunities to shine!

A Little Thank You Note Goes a Long Way

dawnofdesigns — Tue, 27 Apr 2010 16:36:44 +0000

There are people who will say a thank you is a thank you is a thank you. I’d say that those people are redundant…and they’re wrong. How do I know? I have experienced it first-hand.

I do a fair amount of networking. I attend functions conducted by The Boca Raton Chamber of Commerce and events hosted by other networking groups – many of which are women-focused – because I enjoy creating feminine-styled designs. Don’t get me wrong, I’ve created packaging, logos and corporate identities for plenty of masculine-themed companies, and I usually enjoy those too. It’s just easier to create design that I know I’d be happy with for myself, and my brand is feminine in tone.

Back to the “thank you”s. What I’ve noticed is that when I meet someone at a networking event and follow up with an e-mail saying, “It was great meeting you…” I receive a nice reply, something like, “I really enjoyed meeting you too…” But when
I follow up with a handwritten note, sent snail mail – on one of my custom designed cards – it’s really well received. I’m talking, the difference between that’s nice and Wow!

So, what’s the big deal? The big deal is that time is money. When you decide to attend a networking meeting, spend a couple of hours out of the office and disrupt your work flow; it had better be worth it. And what happens at these meetings is that you meet one or two people who may have the ability and desire to produce a solid business lead. So, if there is an option to follow up with a nice e-mail sentiment that expresses gratitude or a real nice note card that demonstrates gratitude and style, thereby enhancing your brand, this choice is an easy one.

If you would like a custom designed thank you note that promotes your brand with oomph, give me a call.

Don’t Screw with The Logo!

dawnofdesigns — Mon, 22 Mar 2010 12:27:00 +0000

Let’s begin with the understanding that this is NOT a rant. I admit that this topic does get me a wee bit hot under the collar, but I raise this issue first and foremost for educational purposes.

Most people will agree that their logo is a rather important piece of their brand identity. I think we can even go as far as saying that the logo is the lead singer of the “brand band.” It’s Mick Jagger, it’s Bono, it’s Bruuuce. It’s working and it sells tickets – Why would you mess with it?

Recently, at a customer’s request, I reviewed his company website, which was being refurbished. The website “designer” (programmer) felt that the logo would fit better into the web layout if it were different. So, he changed it. He didn’t change it a little, he changed it a lot – changing its layout and color to better match the page design.

My client asked me what I thought of the liberties taken with his logo. I asked, “Is this web-guy crazy? Would he recommend to the Rolling Stones that Mick play drums during the next tour because he envisions it being better?” My client is launching a business and spent five weeks tweaking a logo design before landing on one that beautifully represents the essence of his company. The winning logo beat out competing logos in a five week contest that included long bouts of contemplation, discussions, changes and second-guessing. This logo was declared the winner by the management team…and their friends, relatives and neighbors.

Where does this guy come off thinking that it’s okay to change a logo to fit the website design? He was hired to incorporate the logo into a website design!

If this was a one-time occurrence, I could live with it. But, the problem appears to be chronic. Another recent incidence of logo-abuse I witnessed involves a newly designed logo that showcases a hand-illustrated historic house, with the company name underneath in script. The customer hired a vendor to provide custom-designed product labels and sent along the logo.

The vendor decided to place the company name in type above the illustration, thinking that it better accommodated the shape of the label. In reviewing the design, I explained to my customer that script does not work on an arch and that’s one of the reasons that we placed it where we did when we designed it.

The bottom line is, that once a logo is designed and approved, it should be understood that the details of the logo – the shape, colors, type, tag line, etc. – were given serious thought and consideration.

Let’s agree on these common-sense principals – no cell phone use in theatres, no returns on underwear and no screwing with the logo!

dawnofdesigns — Mon, 22 Mar 2010 12:26:23 +0000

Let’s begin with the understanding that this is NOT a rant. I admit that this topic does get me a wee bit hot under the collar, but I raise this issue first and foremost for educational purposes.

Where does this guy come off thinking that it’s okay to change a logo to fit the website design? He was hired to incorporate the logo into a website design!

Let’s agree on these common – sense principals – no cell phone use in theatres, no returns on underwear and no screwing with the logo!

Don’t Screw with The Logo!

dawnofdesigns — Mon, 22 Mar 2010 12:25:40 +0000

Let’s begin with the understanding that this is NOT a rant. I admit that this topic does get me a wee bit hot under the collar, but I raise this issue first and foremost for educational purposes.

Most people will agree that their logo is a rather important piece of their brand identity.
I think we can even go as far as saying that the logo is the lead singer of the “brand band.” It’s Mick Jagger, it’s Bono, it’s Bruuuce. It’s working and it sells tickets – Why would you mess with it?

Where does this guy come off thinking that it’s okay to change a logo to fit the website design? He was hired to incorporate the logo into a website design!

Let’s agree on these common – sense principals – no cell phone use in theatres, no returns on underwear and no screwing with the logo!

Smart Choice: A Boutique Agency

dawnofdesigns — Sat, 09 Jan 2010 16:30:41 +0000

I’ve worked for large advertising agencies and for the past 20 years I’ve run a boutique agency, defined as a somewhat smaller agency, but with the same, if not better value delivered to its clients.

My experience has taught me that there are many reasons why a smaller agency is a smart choice for most businesses. Here are four reasons for considering a boutique agency:

Your Account
When working with any agency, the quality of the creative work you’ll receive boils down to who’s servicing your business. In a large agency, you’ll likely meet their top-tier creative director and designer − but if your budget is on the smaller side, your account manager and his or her team may be on the less experienced end of the spectrum. In a boutique agency, your initial meeting will most likely be with a principal of the company, and more likely than not, they’ll only accept you as a client if they have a keen interest in your business and the potential for a mutually satisfying business relationship. Smaller agencies don’t have sales departments, so their preference is to have a manageable number of successful clients and long-term relationships.

Resources
Many years ago, it may have been true that a boutique agency would not have access to the same level of talent that a large-scale agency could employ in-house. This is not the case in today’s business landscape. Smaller agencies have ample access to video specialists, cartoonists, copy writers and public relation specialists – many of whom also do contract work for large advertising agencies. Larger agencies have taken a page or two from the boutique agency business plan when it comes to outsourcing.

Attention
Choosing the right boutique agency will allow your business to receive more attention than a big agency could afford to give. Employees working for big advertising agencies have to answer to management about revenue earned for each segment of time spent on a client’s work, and management doesn’t want to hear about the agency’s need to “invest in this smaller client who’s on the way up.” Boutique agencies have the luxury of making business decisions that incorporate intuition, and for the right client, a boutique agency can afford to invest non-billable time into the process when needed.

Value
As we tally up the benefits we’ve discussed thus far, even if the cost of service were the same – dollar for dollar – a boutique agency would be the smart choice. After all, you know off the bat who’s working on your business, the same level of expertise is available via outsourcing options and you’ll be afforded better attention by a business that’s willing to invest more in the business relationship. However, the value is overwhelmingly in favor of smaller, boutique agencies when you consider that the cost for service is significantly less. Smaller agencies carry less overhead, so they don’t need to price services to absorb the cost of slick conference rooms, pricey client meals and maintaining sales departments. Boutique agencies pass along the savings to their customers. If outsourced talent is needed, smaller agencies are able to sell it to their customers at a significantly reduced mark-up. When you add it up, it’s a no-brainer, boutique agencies are a smart choice.

Never Skimp On A Logo

dawnofdesigns — Sat, 05 Dec 2009 14:39:13 +0000

How exciting! You’ve decided to follow your dream and start your own business. You’ve selected a name that embodies what’s special about your company and you are raring to go. Money may be tight as you are first getting out of the gate, so you decide that your homemade logo will do for now.

Really?? Your new business is your opportunity to develop a strong brand from the ground up. You’ve gone through the drill of developing a mission statement, defining a business model and picking out a new desk chair – and you’re going to allow your business name to go out dressed like that? No, no, no.

Your logo is a crucial part of your new brand identity. This logo will adorn your letterhead, your signage and your business cards. It will be imbedded in every email you send and within every proposal you develop. The right logo will help you put your best foot forward. Never skimp on your logo design.

I pride myself on designing great logos. It’s a process that begins with a healthy conversation about the new business’ unique value proposition and the demographics of the audience defined as our marketing target. During this initial conversation, I ask my client if they have a tagline that we can incorporate in the logo design. I highly recommend a tagline for most business brands!

Okay, now I understand the key messages that are paramount to this new brand, and the logo design process commences as follows:

1. Black and white logo designs are developed. If the design works in black and white, it will really come to life when we apply 1-color, 2-color or 4-color design elements.

2. We review initial designs and pick our favorite – or we combine, change or accentuate design components that resonate strongest and further develop a logo, until we have one that makes us smile.

3. We apply a variety of color options. We review and select our favorite.

How exciting! “Wow, my business colors are turquoise and red!”

When reviewing logo designs, there are some basic guidelines to keep in mind.

Show your design choices to no more than 2-3 people. Everyone has an opinion, and with more than 2-3 people weighing in, it makes the process more difficult than it need be.
Think about what you want to communicate to your clients or customers. Do you want to be trendy, savvy, conservative or edgy?
Follow you heart. This is your company and you need to love your logo! It will be an integral part of who you are and what you stand for. Remember, being able to have the final say in how you represent yourself is one of the reasons you started this company in the first place.