It's astonishing the amount of business owners and sales people who want to be better. They want more customers, they want higher value customers, more of anything that will help them get to the next level. Where this gets interesting is how few of them are willing to do something different to make an impact.
They repeat the same message they have for years, fear to break the mold, but expect that things will change. They pour countless amounts of dollars into marketing, expecting that somehow the same old message will get through.
It's like running on a treadmill. No matter how fast you go, you stay in the same place. If you want to go somewhere you have to run in unconfined territory. You have to break free of what's already there.
Applying this to your brand: say something different, look different, act different, be different. Change.
I take criticism very seriously. It's not that I get offended or that I curl up into a ball and cry, but I always think about it deeply. Mostly, because improving on myself and expanding my capabilities is of the utmost importance to me.
Yesterday, my punch talked about a digital marketer who had expressed concerns regarding my website building capabilities around an SEO focused, digital strategy. From my standpoint, it sounded like he inferring I had no idea what SEO was and that it was impossible for me to learn more about it. This is the kinda shit I think deeply about. SEO is important to the web design process, so when someone tells me I'm not good at it, I think about it. Probably more than I should.
I was thinking about it all day. Am I really that lost on SEO? I thought I had a decent understanding of how it worked and how sites should be structured accordingly.
Last night, when I was at a UX event, I told some trusted colleagues what was concerning me (many of whom are in the digital marketing space). By putting these thoughts out there for other people to address, their gravitas was minimized. They didn't seem that bad anymore. Certainly not something to dwell on any longer.
Point being: find a tribe of good people who've got your back. Rebels are nothing without an alliance.
You've heard it from me before that logos are not the most important part of your brand, however, they are a part of the experience nonetheless. With that in mind, it's important to get them right.
What are the core indicators of a successful logo? According so Sagi Haviv of Chermayeff, Geismar and Haviv (the identity agency responsible for the Chase Bank, MSNBC, Nat Geo, and Conservation International logos), it comes down to three things:
Simple, distinct, and appropriate.
Simple, meaning that it could be replicated at various sizes and applications without additional effort.
Distinct, meaning that it could be described after looking at it or perhaps doodled on a piece of paper and different from others in the same field.
Lastly, appropriate, meaning that you wouldn't have the same logo for a heavy metal band that you would for a cooking line designed to make people feel calm and tranquil. This doesn't mean tell the whole story, it means don't contradict yourself emotionally.
Simple, distinct, and appropriate. Logos that fail to meet this end up becoming blemishes wherever they are placed. The most elegant package, flyer, or product becomes tarnished with your hideous zit of a logo.
Take a look at your marketing collateral, your website, billboards, ads, business cards, etc.
Now ask yourself, do you have a logo or do you have a blemish?