Know Yourself

Communicating a message to others about how you are different is impossible without introspection

November 22, 2019

Building a brand is about connecting people to a company at an emotional level. What do people connect with? Other people and their stories. No matter how lame and uneventful you believe your journey to have been, your story as a founder, entrepreneur, and business person is exciting to someone else who has never lived it. Every detail is a new experience for them.

For example, I've lived in San Diego my whole life. Naturally, the beach and amazing weather don't surprise or excite me anymore because I've seen them so much. But to someone who lives in Canada who has never seen a wave, felt sand between their toes, or spent an entire day playing beach volleyball, it's completely foreign and interesting to them.

Set aside your products for a second and think about your story. Where are you from? Where are you now? What does that say about you? Lastly, how can you embed that story into your brand?

The brand of a startup is almost always a mirror of the founder. If you want to build a stellar brand, you must know yourself first.

More you say?

Cliche Branding No-No No. 1

A common phrase that you should exclude from your branding.

1.8.2020

It's hard to understand how some fads become established. Across all levels of business, I've seen a formulaic headline being used in ads, on websites, and anywhere else copy is used.

It goes something along the lines of this:

"Our (insert service/product here), your (insert benefit here)."

Most recently, I saw it in a Hootsuite ad that stated "Our social media tool, your success," to provide a concrete example.

There is something about this that feels off. Partly because it feels like I'm being lead by a carrot on a stick. Use our tool and all of your dreams will come true, they say. The thing is that no one actually believes these kind of statements because they know the real meaning behind them is sales. No one likes to be sold to, it seems needy.

What makes this distaste for a "salesy" ad even greater is when it's used over and over again in the form of a cliché. Think about it, how many times have you seen an ad that touted a similar phrase?

"Our team, your peace of mind."

"Our social media tool, your success."

"Our burgers, your satisfaction."

The list goes on and on and on, and for what? In the hopes that someone is going to feel something from a plug-and-play slogan, they've heard four times in the same day?

This phrase is for companies that don't have anything better to say or the courage to be authentic. Don't let that be you.

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Good Logos Do Not Make More Money

What designers need to understand about logos and how they apply to the business world.

1.9.2020

Business is comprised of two key objectives: saving money and earning money. So, if you are in a B2B industry, it is crucial to understand how your service aids a business within these objectives. As an identity and web designer, I'd like to think that my work has an impact on helping businesses succeed. But, I'm not one to throw around lies about my craft either. Which brings me to the point of this punch: good logos do not make more money. 

Believe me, it was hard writing out those words, as I'm sure I've got a target painted on my back now because of them. Sorry design friends, but it's true. A logo is not a magic bullet that suddenly gives businesses a truckload of new revenue. We're not done there though, as logos are important in business, but not in the way we'd think.

What a good logo does is mitigate loss. Do you hear that? It's not about what is gained, but about what you keep on the table now and for years to come.

Here's an example:

Put yourself in the shoes of a SaaS startup founder. She has set a few goals for herself.

Right now, her goal is to have business cards, a website, social profiles, and an email newsletter set up for her SaaS product.

1 year from today, her goal is to have 1000 paying customers, an expanded product line, trade booths, monthly investor meetings, and a suite of marketing collateral in addition to her previous goals.

5 years from now, she wants to have an office, 20 employees, run daily content marketing campaigns, expand the online tools for her users, and also product merch in addition to her previous goals.

10 years from now, she could potentially exit the company but hopes to leave behind a legacy.

Let's break this down:

Right now, her goal is to have business cards, a website, social profiles, and an email newsletter set up for her SaaS product.

Attaching some numbers to this, let's say she gets 1000 business cards printed for the year, gets 80 visitors to her site per month, has 10 visitors between her three social platforms per day, and has 30 subscribers to her weekly email list. In the first year, that is over 7,000 touchpoints and the logo is on every single one of them. 

Now imagine this: the logo is hideous, poorly designed, and sticks out like a sore thumb on all 7,000 of those impressions. Whether consciously or subconsciously, all 7,000 of those impressions could have been better, if it wasn't for that hideous logo.

I was thinking that'd I'd do the math on every single one of these milestones, but let's just imagine the number of touchpoints increases by 25% each year for those entire 10 years (remember this is impressions, not sales, paying investors, or paying users). At year ten, that's just over 65,000 touchpoints. 65,000 opportunities to make an impression on a potential user. Now imagine 30% of them go away because the design of the logo reminded them of something scammy. Or maybe because it looks like a phallus flying across the sky.

Is it worth the risk of putting all of that revenue at stake because your logo makes people feel gross? Or what about the cost of having to reprint 6,000 brochures because the logo was not delivered in proper formats?

It's not about earning more money, it's about keeping what's on the table. Do not let your logo be the Achilles heel of your business.

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