The 3 Keys to Successful Branding

Guest post by Mary Eileen Williams

 

Branding is the most fundamental—yet often most difficult—aspect of building a business. The same is true for creating an online presence or conducting a job search. In each of these instances, the rules are basically the same. You have to precisely and powerfully describe (1) who you are (your core message, experience level, specialized training, etc.), (2) the skills and expertise you offer and (3) the ways you will outperform the competition.

These three elements comprise the foundation of your branding campaign. They also form the critical components of how you need to describe yourself to potential clients, customers or employers. Whether you are presenting yourself online, on paper or in person, clarity and consistency are essential to both your brand and to your ultimate impact on the marketplace.

Here are three important areas for you to consider as you formulate your own unique and compelling brand.

#1 In order to highlight your skills, accomplishments and distinguishing attributes to your best advantage, ask yourself the following questions:

• What is my core message? What do I want people to take away from meeting me?
• In which ways will I outperform the competition?
• What qualifications do I bring that will add real value to a customer, client or an organization?
• Which talents/experiences/accomplishments make me unique?
• Which of my skills will most attract clients or job recruiters for my line of work?
• Am I making sure to highlight the results I have achieved for customers/former employer(s)?
• Am I quantifying the results I have accomplished so that they form a compelling representation of the outcomes I am capable of achieving?
• Am I highlighting the 5 areas that will attract future clients/employers with bottom-line results: saved money, saved time, increased revenue, made operations more efficient and/or enlarged customer base?
• Am I presenting myself in contemporary terms that represent today's in-demand skills and industry buzzwords? (You can find these keywords by reviewing your competitors’ advertisements and/or perusing the job listings for your line of work.)

#2 Ensure you are presenting a unified brand that remains consistent across the various ways you are marketing yourself. Be certain to consider:

• Your elevator pitch/brief introduction
• Your professional profile (top third of your website, sales brochure or resume)
• The background/summary statement on your LinkedIn profile
• The way you introduce yourself in E-mail messages, outreach correspondence or cover letters, etc.

#3 Guarantee that both you and your branding materials have visual appeal, by asking yourself:

• Am I exuding a combination of professionalism and personal warmth in my dress and manner?
• Does my body language—posture, eye contact, handshake, and facial expressions—support my brand and what I am claiming about myself?   
• Are my marketing materials—all online profiles, brochures, cover letters and business cards—pleasing to the eye and easy to read?
• Am I incorporating the liberal use of white space and bullets so that my key qualifications and accomplishments are readily spotted within a 30-second scan?
• Am I presenting my skills in order of importance in each of my documents? (You want to make certain that your most critical and in-demand skills appear at the top and to the left, thereby making them easily accessible at a glance.)

By addressing each of these three areas as you create or update your branding campaign, you will be sending a persuasive and consistent message. Moreover, knowing that you exude a powerful presence (both in-person and online) will give you the confidence and the energy that is certain to move you forward. A compelling brand, a little luck and the right attitude should go a long way to make you a sought-after, highly attractive business owner or job applicant. In every way, successful branding is your ultimate key to success!

Mary Eileen Williams has over twenty years’ of combined experience as a career and life transition counselor, job search specialist, university instructor and author. As a Nationally Board Certified Counselor with a Master's Degree in Career Development, she specializes in working with jobseekers in midlife, showing them the latest techniques for landing a job in the 21st Century.

Her recently updated book, Land the Job You Love: 10 Surefire Strategies for Jobseekers Over 50, is packed with insider tips to teach baby boomers how to navigate today’s competitive job market. She has been quoted in Money Magazine, Market Watch, Kiplinger and additional international publications. Eileen also writes a job search column for the Huffington Post at Huff/Post 50..

Additionally, Eileen hosts a popular blog and radio show called “Feisty Side of Fifty."

It's Never Too Late to Make a Good Impression!

May  is International Business Image Improvement Month!  What better time to take a look at the type of image your business is presenting.  And if you don't like what you see, now is the time to make a plan to change it. 

Take a step back and look at your business.  Think about what your customers/clients see when they first interact with you.  If you have a physical brick-and-mortar location, walk in through the front door.  This is what a customer sees when they enter.  What do you see?  What type of image does it present?  Does it match the image you want for your business?

Now take a look at your online presence.  Ask friends to browse your website and ask them what they think.  Is it well-organized and user-friendly?  Can they find the information they need quickly?  Does it present the kind of image you want for your business?

Next look at all the other areas customers may come into contact with your business:  business cards, letterhead, brochures, advertising, even the message on your answering machine.  Do these present the same image as your website or your physical location?

Finally, take a look at yourself.  Yes, that's right.  When you meet a client, are you neatly dressed and professional looking?  Do you convey confidence and skill?  You don't have to be dressed in the latest designer fashions, but you must appear neat and organized and appropriately dressed for the type of business you represent. 

If you find that you are not quite projecting the image you want, don't fear!  There is an old saying that you "never get a second chance to make a first impression."  But I believe that it's NEVER too late to make a good impression.  So make the changes necessary to improve your business image.  Hire a graphic designer or website designer for help with your site.  There are professional image or brand consultants that can assist you with everything from logos to letterhead.  If your physical location needs some work, hire a professional organizer or interior designer.  If you can't afford, then ask colleagues or friends for input. 

So for the next two weeks, examine your business image and plan your strategy for improvement.  Take the steps to make your business stand out in the crowd. Because it's never too late to make a good impression.

The Impact of Good Graphic Design on Your Business

Creating Your Brand Logo and Graphics Theme

by Terri aka PopArtDiva aka The Martini Diva

"Dress shabbily and they remember the dress. Dress impeccably and they remember the woman." ~ Coco Chanel

You might be wondering what a quote about fashion is doing on a post about graphic branding and logo design, but this quote speaks appropriately to the visual impression your graphic design leaves on a client. While it may be unfortunate that we are judged by our appearance, it is a fact of life. The attractive is always more appealing to humanity and, fair or not, we treat the less attractive with discrimination.

This can be said for your branding graphics as well as for physical beauty. While superior graphics may not boost your bottom line, it is a fact that messy, badly designed, amateur "shabby" graphics will leave your clients with a negative impression of your business.

"A picture is worth a thousand words"

What makes a good logo? Well, that would depend on who is being asked. Graphics, just like any other art form, are a subjective experience in many ways. What one person likes, another may not.

In creating graphics for your business, "like" is not as important as "effective" and your visuals must be effective! There's no way to tell you what will or will not work for your business brand, however, there are some basics to consider:

1. THE LOGO DESIGN: Clean, crisp design lends itself to readability and multi-tasking. Your logo will be used for everything from a tiny little quarter inch avatar on social media to, possibly, use on clothing, stationery, signage, bill boards and maybe even a jumbotron! Create a busy, cramped logo with delicate lines and it won't be readable at all the sizes you may eventually require. When developing your logo, view all design options in a multitude of sizes for readability and impact.

It's not important that your logo contain an image of your product or service, it does not need any representative image at all. It's more important that your logo be clean and simple enough to be memorable and recognizable!

Get an original logo designed exclusively for you by a professional. You may be tempted to use some cheap clip art when creating your business logo to save start up costs. Don't. Not only could your design be used by many others who might then impart a negative impact to that design by bad business practices or products, but these are too generic for an effective logo. Additionally, on the technical side, these are not available to you in high resolution or all the formats and sizes you will need. BUT, the most important reason for an original logo design is this: Without a unique logo designed by a professional for your business alone you are throwing away your "memorability" and your chance to be recognized by one simple image!

You are not going to save money, in the long run you are going to be spending a whole lot more! Yes, you must build your brand before that image becomes completely associated with you and you alone, but you are going to build your brand anyway so why waste all that work on a sub-par logo design? Then, when you finally feel you can "invest" in a professional, unique, memorable logo, you will have to expend a lot of time (and money as you reprint every business card, sign, letterhead, envelope, shirt, whatever) imprinting your new design on your brand! A logo and graphics theme is an investment every smart business includes in their start up costs. Hire a professional. No, your next door neighbor's high school art student child is not a branding professional anymore than that clip art site is.

2. YOUR GRAPHICS IMAGERY: Your graphics theme includes background colors, headings, fonts, logo on headers and mastheads, layout style and other elements of all the media you will be participating in. This includes the web, business stationery, signage, media and more. You want your overall graphic style to be representative of the type of business you are building as well as the personality (image, brand) you want your business to project. If you're selling hunting boots to manly men it's probably not wise to choose a logo featuring a delicate flower and a theme featuring the color pink and a script style font. Let's face it, "delicate", and "flower" do not in any way relate to hunting, not does the color pink conjure up the hunting experience! If you happen to be a floral arranger then you're might* be good to go. Bright, colors and informal graphics would be the death of a funeral home (pardon my pun) but they would be ideal for a children's party entertainer.

When developing your overall business graphics imagery and visuals, think about what your business is, what your products are or will be, who your target market is and how your company is going to "present" itself in those terms. Businesses have a personality just like individuals do and this personality is a big part of your brand. Make sure you define your brand before you commit to designing a logo and a visual graphic theme for your company.

3. THE COLORS: Humans relate colors to feelings, memories and attitudes. There's a reason why IBM and many other mega-corporations use the color blue, the right shades of blue inspire the emotion of trust, as in "true blue". Other colors carry their own power as well, red often denotes energy or power, green is associated with Spring and money (and now, thanks to a brilliant marketing campaign - conservation!), pink is linked to young females and love; the list goes on. Color has impact and it is powerful, both for good and bad. Blue can generate feelings of trust, but using blue in something related to food could backfire on that intent! Selling a male-targeted malt liquor with pink colors could just get your poor malt liquor consigned to the "girly drink" grave. Spend some time researching color and its meanings, especially where it pertains to your business and pick your color(s) wisely.

Additionally, in this day and age of digital printing and the web it is less expensive to print in four color process, BUT you might be using your logo/graphics for alternate printing methods which do not support full color or are cost prohibitive for multiple colors. Your logo should support both a colored version and a black and white version if at all possible. When I design a logo I design it in black against a white background. If the design is strong and holds up then I proceed to the color stage.

4. THE FONTS: You have to consider not only the graphic itself but the fonts you choose for your visual graphics. Fonts carry their own unique personalities and challenges. Be aware of the "personality" of the font you choose and be mindful of how that font will reproduce in various sizes and formats.

5. PLAN FORWARD: You may have noticed that many very old, much respected brands have changed their logos in the recent past. This is because the graphics "dated" their products and business. It's very possible that the new age of digital media and social media had a large impact on these decisions as well; these types of media weren't even a twinkle in the eye of advertisers/marketers back in the day. Businesses that want to stay alive have to change with society and technology and their graphics need to change right alongside.

Another thing to keep in mind is where your business might grow in the future. You might be selling widgets now, but think about how your product line, business emphasis and personal goals could grow and change over the years. Yes, it's hard to see into the future and know where and how you might be using your logo and graphic design but try to be aware that your logo may have to be re-designed at some point and create one that gives you room for change without loss of your "recognizability".

These are just some of the things to consider when developing your overall business graphics theme plan. In today's world of rapidly changing media and promotion, the one thing you can hold onto is good design; it is always at the back of every successful marketing campaign and branding strategy. A good logo is simple, appropriate to the business, memorable, versatile and as timeless as you can make it. A good visual branding strategy takes into account visual aesthetics, readability, creativity and, yes, a little bit of showmanship.

There are always exceptions to every rule and sometimes being a maverick and stepping outside the box can work for you, (no one would ever think "lizard" when buying insurance but that gecko sticks in your mind), but you need to keep the basic tenants of good design, and effectiveness in mind.

"I don't do fashion, I am fashion." ~ Coco Chanel

Remember, YOUR LOGO IS YOUR FIRST IMPRESSION on a client, as you personally dress for success make sure your business is appropriately attired as well in good design and memorable graphics! Go forth and dazzle them!

* I say "might" here because not every flower arranger has a delicate, feminine style. Some floral arrangements can be bold, jewel toned and even masculine!

PopArtDiva is a Martini Loving Normal Challenged Artist with Multiple Creativity Disorder and Chief Cook & Cocktail Shaker of TheMartiniDiva.Com. She is addicted to Designer Martinis, Designer Shoes & Designer Chocolate. . not necessarily in that order.  Contact her at popartdiva@yahoo.com or follow her on Twitter at https://twitter.com/TheMartiniDiva or https://twitter.com/PopArtDiva

Meet the Ladies Who Are Changing the Face of Business - Susan Gunelius

This interview project has been so gratifying for me - and beneficial I hope to the ladies I have interviewed. I know everyone who has read what they have shared has surely learned something! The project is winding down. There are a few interviews to go. And then - I have to figure out what to do with this wealth of information. I have an idea - which I'll share with you when it's all over. Meanwhile, prepare to be impressed by my latest "guest". Meeting her is an example of the power of networking. It all came about because I know someone who knows someone who..... Meet marketing expert Susan Gunelius!


1. Susan, will you please tell us about yourself?
I am a marketing and branding expert having spent over a decade managing and executing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Currently, I run my own business as a freelance writer and copywriter, marketing and branding consulant, and professional blogger. I'm in the process of launching a new company to run my business through called KeySplash Creative, Inc. The website should be up and running soon at http://www.keysplashcreative.com/.

I am also a published author with two nonfiction books currently available and two more scheduled for publication in 2009 (Harry Potter: The Story of a Global Business Phenomenon, Kick-ass Copywriting in 10 Easy Steps, Google Blogger for Dummies, The Playboy Brand).

You can find me blogging about business, marketing, branding, blogging and more at these sites:
Brandcurve: http://www.brandcurve.com/ (all about branding for b5media)
Women On Business: http://www.womenonbusiness.com/ (my personal blog dedicated to helping women succeed in the business world)
About.com Guide to Web Logs: http://weblogs.about.com/ (all about blogging for About.com, a New York Times Company)
Everyday Marketing: http://bizsuccess.kudzu.com/?cat=35 (all about marketing for small businesses for Kudzu Small Business Success Center, a Cox Communications Company)
Corporate Eye: http://www.corporate-eye.com/ (I provide corporate branding articles)
PlayLibrary: http://www.playlibrary.com/ (all about children's toys, games, books and more for b5media)
The Disney Traveler: http://www.thedisneytraveler.com/ (all about Disney destinations around the world for b5media)


2. Tell us about your business.
Until recently, I've been operating as a freelancer through my website, www.SusanGunelius.com. Within the next month, I'll be launching the website for my new company, KeySplash Creative Inc. (http://www.keysplashcreative.com/), and my freelance business will become part of that company. KeySplash Creative is a full-service creative marketing solutions provider offering article writing, book writing, copywriting, and blogging services as well as marketing and branding consulting services.

3. Why did you start your own business?
I left the corporate world in 2004 when my triplets were born. At the time, it wasn't feasible to return to a 9-5 job. In late 2006, I had an idea to write a book about copywriting and began to research the book publishing process. Through that research, I learned that an important component to publishing a nonfiction book is to have a platform to help promote it. As a stay-at-home mother, I didn't have the ability to deliver speeches, attend events, and so on to build a platform. Instead, I had to find a way to build a platform from my home. I used the expertise I had developed during my corporate career to begin offering my services as a freelance writer and copywriter then found blogging as a way to quickly develop an online presence and publishing platform. I experimented with a variety of tools to broaden my online reach and eventually, found the right mix to not only sell my book proposals but also to have publishers find me to write additional books and to grow my freelance writing, copywriting and branding and marketing consultation business. As my freelance business grew, I decided to incoporate and start my own company to provide a consistent and professional brand image for my business, and thus, KeySplash Creative was born.

4. What do you like most and least about being your own boss?
I like being able to select the direction that I want my company to take, the type of business and clients I want to take on to grow the business, and the ability to operate my business with integrity. So often in the corporate world, I felt like I had to market products that I didn't believe in. My goal with KeySplash Creative is to offer professional and honest services and become a true partner in helping my clients achieve success through compelling copy, articles, books and useful marketing and branding consultation.

The worst part of being my own boss is being on the clock 24x7. There is never a time when I feel like I can shut the door to my office and call it a day.


5. What personality traits and skills are needed to run a business?
Patience and persistence. Success doesn't happen overnight and you can't rest when it comes to pursuing new opportunities to grow your business.

6. What has been the most difficult part of being an entrepreneur?
Starting a business requires a huge time commitment. For me, that commitment has meant time away from my children. That's the hardest part for me.

7. Do you have any resources you have used to build your business that you would recommend?
I highly recommend my Everyday Marketing blog, http://bizsuccess.kudzu.com/?cat=35, for help with marketing ideas for small businesses. I also recommend VistaPrint for marketing materials and Wordpress for a small business website rather than traditional web design. Using Wordpress as a content management solution (CMS) is not only economical, but it also makes it incredibly easy to make changes to your website on the fly. The learning curve is minimal and the benefits are huge. I also recommend the forums at http://www.absolutewrite.com/ for writers and the forums at http://www.wahm.com/ to learn about working from home. Finally, I recommend my About.com site, http://weblogs.about.com/, to learn about blogging.

8. Do you have any tips to share on promoting your business?
I have so many suggestions to help business owners promote their companies and services. In fact, there are far too many to list here. Read my Everyday Marketing blog (http://bizsuccess.kudzu.com/?cat=35) for marketing tips, my About.com site (http://weblogs.about.com/) to learn how to use a blog as a promotional tool, and my branding blog (http://www.brandcurve.com/) to learn more about branding your business and products.

9. What other advice do you have for someone starting their own business?
Don't jump in without conducting research and understanding the market first. Create a plan then stick to it, but don't be afraid to experiment, take risks and adjust your plan accordingly along the way. Be patient and don't give up. Finally, start a blog and leverage the power of the social web to boost your business to the next level.

10. How can we contact you about your products and services?
Currently, my website is http://www.susangunelius.com/. There is a contact form on my site to get more information about my writing, blogging, or branding/marketing consulting services. My direct email address is contact[AT]susangunelius.com.


11. Is there anything else you would like to share?
Yes. I'd like to reach out to female bloggers who write blogs about business. Whether you're an entrepreneur or corporate executive, please consider visiting www.WomenOnBusiness.com and either join the conversation or submit your blog using the Contact form to the Businesswomen Bloggers Directory. Additionally, Women On Business is currently accepting guest posts from businesswomen bloggers who can provide useful content for other women to help them succeed in the business world. Use the Contact form to submit your guest post query or volunteer to become a Weekly Contributor. You can get the details on the Write for Us page.