Defining Brand Personality | Software Branding

A framework to shape the look and feel of your brand.

January 19, 2021

After assessing the values that are shared between your software and your ideal user, you can outline a personality for the brand to adorn. I've seen a bunch of variants for making this happen, but the one that has seemed to work the best was stolen from Jacob Cass at Just Creative. A bit of a twist at the end.

Plot your brand on each spectrum:

Brand Personality Slider
Thanks Jacob!

Next, and this step is important, define any attributes that are 3s. Clearly these are core attributes you want associated with your brand, but they mean something different to everyone. What does it mean to you?

More you say?

Design Billing

Why I don't bill by the hour.

2.28.2020

An email from Jonathan Stark came through my inbox today and brought up a good analogy. One worth sharing with all of you on this lovely Friday.

The gist of it is as follows:

When you buy a sandwich, the person making the sandwich doesn't say, "this might cost $5, we won't know until we're done making it."

What's the difference between that and saying a logo and a website might cost $20,000, but we won't know until we're done?

Geez, that sounds like a pain in the ass and disconcerting for the client on the other side of the transaction. This is the trap that hourly billing gets people in, both clients and service providers, a journey through the fog of unknowns that is costly and annoying.

The alternative? Diagnose for a set price (roughly 10% of the anticipated budget) and come up with three, tiered options at set prices. This might not be the best solution, but it's better than keeping a running clock and an hourly rate that never seems to stay under budget. At least a set price is predictable for both the client and the designer.

Why don't I bill hourly? Because I don't like leaving clients in a state of uncertainty.

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Tools Tools Tools

Seven of my favorite softwares and resources that make small teams more effective.

1.17.2020

It's rare that I would ever post something along these lines, but I've gotten asked about the tools I'm using as a one-man show to make my life easier. Without further adieu, here are my favorite seven.

G Suite by Google

A client of mine recently indicated that he had purchased G Suite but was not using it to its fullest potential. Since it's the base layer for all of my administrative and business responsibilities, it seemed like a great place to start. The core features that every startup should take advantage of are Gmail, Google Calendar, and Google Drive. By getting your whole team on these, the organizational integrity of your startup will get better. No more housing files on individual hard drives or trying to keep up with each other's schedules. It's all put right into a shared system. Apart from admin uses, services like Google Docs, Google Sheets, and Google Slides are suitable replacements for Microsoft Office. Think about all the burritos you could buy with an additional $7 per employee a month. That's a lot of frijoles.

Notion

As for tracking projects, posting work for clients, and documenting approval, Notion has been a gem. For starters, it's free software that combines the best elements of Trello, Evernote, and Google Docs into one, malleable software. Granted, the drawback is that there is a learning curve to really making this software work its magic for your team. Anyone working on product design, or long-term internal projects would get a kick out of Notion's visual layout for tracking progress.

Loom

Sometimes typing out a message just ain't enough and your collaborators need to hear your voice. What Loom allows me to do is send videos to clients to explain my thinking and giving in-depth walkthroughs of a particular project element. It's especially helpful when going over designs, website projects, and giving feedback on other items. The kicker is that it's free and since all of the videos are distributed via URL, it makes for an easy send on any communication or project management platform.

Zapier

You've got a lot of important shit to do and not a lot of time to do it. Any chance you get to automate a routine process is a chance to get back something invaluable: time. Because of Zapier's no-code principles, it allows users to connect independent web-apps based on a series of "if this, then that" operations. Whether you are looking to do simple things like automatically respond to a website form submission, or doing more complex stuff like webhooks, Zapier is the jam.

Unsplash

Good stock images are hard to come by, and it's even harder to find free images. Unspalsh has been a gem for finding high-resolution images to use on websites, within marketing collateral, or any other task where a good quality image is needed. There is a fault, in that since the images are free, it's easy for others to use the same ones. However, I've found that the workaround with this is to get creative and not be so literal with the images you're using. For example, if you're talking about a business crisis, don't use an image of a business person cringing at their desk. Find a picture of something on fire, or an earthquake to connote the idea of frantic chaos.

Calendly

Going back and forth trying to figure out a time to meet up with someone is a pain in the ass. Use Calendly instead.

Webflow

The no-code era is upon us. It's no longer necessary to bring in developers to build out custom websites or online applications. I have little to no code writing expertise, but I can build websites that include upvote features, sell tickets to events, and make it possible for marketing teams to work efficiently within a well-designed website. All without writing code. From a business perspective, this cuts out major bottlenecks like passing designs back and forth between a designer and a developer. Give developers the freedom they need to do heavy lifting on your startup team, let designers make the damn thing beautiful, and allow your marketing team to fire off content without worrying about how it will affect the site.

Links to each of the tools below:

GSuite

Notion

Loom

Zapier

Unsplash

Calendly

Webflow

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