See Yourself Like I See You

The one story you are forgetting to tell that will make all the difference.

October 26, 2020

There is a lot of science and research to building a brand. Knowing the right things to say, the right colors to differentiate yourself from the competition, all that other stuff that is tactically important to the job. It is important, absolutely. However it is easy to approach branding with all head and no heart, which is where things go wrong. Most likely, it is because entrepreneurs and change-makers overlook a giant piece of the puzzle: themselves.

That's right, you. You have a story. You have been places others haven't, you have a personality, and you have envisioned a world different than the one you currently inhabit (that's why you're in business after all, to change the world). You are a rebel because you've decided that the current way things are is not satisfactory. You are driving change.

My ask is this: don't lose sight of how important your story is. It is your biggest asset in building a brand.

More you say?

I Don't Bill Hourly

Here's why:

10.19.2020

"We imagine this will take 20 hours of work."

Well, I can imagine quite a bit too. I can imagine the work would take 4 hours and that would be something, wouldn't it? I can also imagine it going over 20 hours, which would be a real bummer because we'd lose time.

What's the point? No one knows how long projects take. Billing by the hour puts the risk in my client's hands, since anything that takes longer than we'd initially planned becomes their problem instead of mine.That's not the kind of assurance I want to provide.

Sure, it could be easier to just keep the clock running and send a bill, but that is conformity. That is being unsure of how good you are as professional and being unable to create innovate solutions for clients. Billing hourly is not the rebel way.

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Iceberg

The core elements to building a solid brand identity.

1.16.2020

A brand identity is the elements that make up a brand's manifestation in the tangible world; things we can see, touch, smell, taste, and hear. It's commonly limited to a logo, and while a logo is an essential piece, it's the tip of the iceberg. What lies beneath the surface is what gives it the ability to rise above the surface.

Defining the brand
The entire purpose of brand identity is to have tangible manifestations of the gut feeling you intend people to have about your business. So, you must first define it. This is done through a brand discovery. If done right, these collaborative sessions between a branding expert and client unearth the business' values, story, voice and tone, purpose, and how they are different from their competitors.

Auditing the brand
Upon defining the brand, the branding expert and client will go through the current branding efforts of the business and check for alignment. This involves everything from marketing collateral, stationery, social media posts, email newsletters, the name of the company, even the services and pricing are on the table. The key is that regardless of the touchpoint, all elements must point to the defined brand. Anything misaligned is put up for redesign.

Brand Identity Design
This is where the foundation of the brand's look is laid. It involves the creation of a name (if needed), a logo, color palette, typography, photo styling, illustration and pattern examples, and iconography.

Brand Expansion
With the core elements of the brand identity laid out, marketing collateral, a website, and other touchpoints can be created without looking scattered.

Here's where this goes wrong: when you try to build the top of the iceberg without giving it the support it needs.

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