Archive for November, 2008
After visiting this blog, I was actually surprised to see that a big company would consider purchasing stock art versus original art. What happens when they do? Your branding gets diluted and loses value. But don`t take my word for it. A picture in this case is worth a thousand words, and quite possibly a few thousand bucks.
- Both multimillion dollar companies used the same graphics. This faux pas depreciates their brand.
Don`t get me wrong, from a designer`s perspective, it`s great to see your stuff in print. But mass producing illustrations depreciates your value as artist and even more so to their branding.
- Crikey!!
Companies can grow overnight, becoming multimillion dollar giants and their tenure will be short lived when at least part of that sale depends on the branding already established. If a sale is commenced, the symbol that represents that company better be as valuable as the company itself.
This is a lot like the guy who goes out with dirty and ripped undies and he has an accident. I am almost sure that the nurses won`t laugh at the holes and stains- that much.
I wonder if any plastic surgeons have thought of using the McDonald`s logo for their breast enhancement practice. McDoctors! I thought of other ones and they were not proper.
- Plastic surgery anyone??
Having your own web site can be pretty exciting. It`s your home on the web. If you are an e-tailer, then it becomes your virtual brick and mortar on the web. However, most web site owners don`t realize what owning a site entails. Specially if you are doing it ALL yourself.
So here are 8 things you need to be (or learn how to do) to maintain your website successfully. (Notice I didn`t say “hire.” You could, however these are things you can learn easily.)
- e-Marketing Expert-More than just defining your market target and advertising campaigns, you will need to learn how to e-market to your audience that is already on the web. An example of a great campaign was president elect`s Barack Obama. He used all venues of communication available to him, from Twitter to YouTube, to communicate his message. The result? A successful worldwide campaign that will forever be registered in history. Should you do it? Yes, the quicker the better!
- Accountant-This one is SOOO easy. Well, software will do this for you! Bypassing your accountant is actually possible if you use software like Intuit`s Quickbooks to keep track of sales, expenses and even payroll. Of course, I would have an accountant double check it, but this is certainly doable.
- Data Entry-Probably the one I hate most, without data entry, there will be nothing on your site. This encompasses product entry, site and blog content entry and upkeep. Besides being time consuming, it`s boring and tidious. Someone`s got to do it and it might as well be you.
- Shipping Department-I absolute love that commercial where a new employee is taught how to ship online and his excuse not to do it is “Yeah, I have an M.B.” There are two things you have to worry about in this department. One, presentation. When the client opens that box are they going to say “WOW! I am ordering from them again!” or “What is that oil stain from?” Two, affordability. After seeing many stores adjust their shipping fees so people will purchase their items, you have to wonder how they are doing it. Hint: The bigger the company shipping your item, the likeliness they will treat your precious shipment like, well, it`s not so precious.
Package your goods so well, that they could be photographed for a magazine.
- Purchasing Manager/Trend Researcher-If you are offering a service, trend researcher would apply to you. Keeping up with the competition means keeping a sharp eye out for all of those things that may sway markets one way over the other, not just what the competition is selling. Even being eco conscious will mean that perhaps your luxurious imported wrapping paper will be not so popular. Another example,-studied a few years back when snow boarding suddenly grew in popularity (I always thought it was popular!):)-was that accessories for a particular sport would be hot selling items if the sport`s popularity grew. Once the niche reached its saturation point, the “extras” were no longer hot and sales dwindled.
- Social Networker- It`s a little like marketing for Web 2.0. Whether you know what Web 2.0 is or not, this is a definite most do for anyone who wants to BRAND themselves to the masses or to a niche. Networking creates your presence on the web will deter anyone wishing to “soil your good name.” This is not just an extra step, and there are many virtual assistants that offer this service.
- SEO Expert-Search engine optimization is very important. Getting creative when writing your keywords and keeping up with the search engine algorithms can be exhausting. It`s so important, many companies offering the same service, will step on MY TOES after I set up my clients. Their downfall? I have already warned my clients about THEM!! Their latest? My client tells me they said:”Your browser title tags has 72 characters when only 70 is the maximum.” Really??? Does “information age” mean anything to anyone? When it comes to this, I would pay for someone to teach me, not to do it for me. It`s so easy, my poodle can do it. Get the info right from the source and not from a company who calls you at work (or home).
- Copywriter-This would be beneficial, if you can`t write to hire someone to do that for you. But if you can, copywriting is the life of your site. Content is king and you need this as much as you need oxygen. Just keep in mind that if you do decide to hire a copywriter, give her your keywords.
Browser Title Tags Guidelines as of Nov. 2008 Cited from Planet Ocean. "DUH!!! Your title tags are awful long! Like by two characters!"
Honorary Mention-Photographer. If window shopping could be done on the web, it would be through your photographs. Buying a light box and being able to retouch them will allow you to have gorgeous pics without a photographer.
After the site, logo and blog is all made to match, you`d think that would be enough to solidify your identity on the web. Not really. Now that you have a logo to brand you, it should be short of tattooed on everyone and decreed that it is committed to memory by everyone who has working eyes.
But because obviously that is not realistic, here are 10 tips to “spread the word” on your logo,
- Iconize that- Yep everywhere you go, you are asked to upload a picture or an icon to your profile. So why not a mini version of your logo? It`s the simplest way to go when telling people your brand rocks.
- Be your own avatar- A little different than an icon, an avatar is a mini YOU. So if you had an illustration made to your likeness, you may want to grace the pages of your facebook with you, illustrated.
Ruta Fox, owner of Divine Diamonds NY makes an illustrated appearance with her sexy and sassy avatar
- Master (or mistress) of your MySpace-Regardless of the social network you have chosen to deck out in your “business attire”, business pages always look better branded with your logo and graphics that match your site. When consistency is key, make sure ALL of your graphics at least have the same theme.
My MySpace page all decked out.
- Email me pretty-Yes, even your email can have all the wrappings of your site and more. Why send a plain email? You could be sending links to your store, blog and even social network pages inviting them to further interact with you. The very action of emailing your identity within your email, establishes rapport with your receiver, thus creating branding and clearing the way for a possible sale!
- Show me your badge!- Have you ever gotten a glittery badge wishing you a happy day? Why not have one with your LOGO? This is just another way in which you can send someone a nice sentiment, branded with your logo.
- Adorn your Sign up box-That`s right! if you`ve got the right designer, he or she will know how to make your sign up more that pretty, but so cute everyone will want to sign up.
Please enter your name- You know you want to!!
- You are my Fave!- Favicons are another way to make that branding stick. They come in a variety of styles from animated to scrolling with text. Pick a style and brand!
- Background graphics- That background may not be the same one in your site, but it surely can carry your message. I love Old Navy`s background repetition of their initials. It`s a bit subliminal, yet effective at delivering what they intended, their branding into your head.
- Your e-John Hancock please-Okay besides what you may be thinking, I really mean your signature. Forums and networks allow users to create sigs, an image with your information and hyperlinked to your site. Do I have to say what you could be doing with it??? I think you get the idea.:D
- A different kind of Icon- From RSS feeds to email me graphics, these can all have a little something that makes it feel like they belong to your site. They are easily recognizable and maintain that much needed continuity.
I apologize for being repetitious, but if there is something you must do when creating branding, is trying to keep as much consistency within all the pages that have your name. Happy branding!
