Branding Essentials: Understanding Pixels
Last time I talked about the different types of electronic artwork and the differences between pixels and vectors. Since I spent most of my last post discussing the importance of vectors I thought it fair to give pixels equal time. When it comes to using images and logos to support your company’s branding, it’s important for you to have an understanding of pixels and resolution so you’ll know what your graphic artist is talking about when he tells you he needs “hi-res” or “web friendly” images. Unless...
read moreBranding Essentials: Why You Need to Know About Vectors
“When it comes to branding, Vectors make the world go ‘round” Recently I was working on setting up a promotional product for one of my clients that needed to include logos and branding from a variety of businesses in the Fort Worth area. When I asked for vector art, what I got was everything but vector art. So I thought now would be a good time to give a primer on why vector artwork is important for branding, and a guide to help you determine if your art is or isn’t in vectors. What is vector artwork and why is it important for...
read moreThe 3 Letters You Need To Know To Market Your Business
Ages ago when I was teaching a class on marketing for small businesses and start-ups one of the students asked a question that still makes me chuckle. He said, “Can’t you just tell me what works and I’ll do that.” If I had the universal answer to that question I could retire. The short answer to his question was, “All of it works, and none of it works.” But in order for any of it to work for you long-term you need to know 3 simple letters: USP. For those of you who read that really quickly and transposed a couple letters,...
read more“Me Too” Is a Dangerous Marketing Strategy
As someone who eats, sleeps, and breathes marketing; there’s a common tactic I see that just makes me cringe. I don’t cringe because it’s offensive or tasteless. I cringe because I know the business using it is on a dangerous path. The tactic I’m talking about is one I call “me too marketing”. Me too marketing means you’ve seen your competitor putting out a marketing message that’s so good you become envious. So you start screaming to the world, “Me too!! Me too! I do that...
read moreThere’s More To Your Brand Than Meets The Eye
When it comes to branding your business your first thought is probably about your logo, your business cards, and the visual elements you use to identity your business. While our sense of sight is important and visual images are memorable – there is more to your brand than just the way it looks. Without Sensory Branding you’re cutting yourself off from the other senses that reinforce your message and strike a chord with your audience. The human race is (typically) born with 5 senses. If you tie your brand to more than just a visual...
read moreGoing Gaga for her Strategic Branding
It’s happened to all of us. We hear a song we like, but we don’t know who sings it so we don’t know how to find it and buy it. One pop artist has a clever way of making sure you know who sings her songs and you remember who the artist is every time you hear it. Love her or hate her, you have to admire the branding strategy of Lady Gaga. She incorporates the lyric “ga-ga” into her several of her songs. The memorable branding lyric typically appears in the song’s opening phrasing, making it one of the most recognizable pieces of...
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