Branding Tips from the Brown Dog
Design has the ability to influence.
Every year, approximately 1.8 million youth graduate with a bachelors degree. This means that every year 1.8 million people are looking to enter the workforce once they graduate in May. And with that, 1.8 million resumes are being distributed to millions of companies worldwide. The problem is, how do you STAND OUT?
First of all, your resume needs to be more than just a Word document. You have to sell yourself through one page of information. It has to be readable and informative, but also elegant and intriguing to the reader. In recent years resumes have been crunched into an algorithm. A lot of businesses have even taken away the creativity by making you apply online using their format, but there is always a way around this. Do some digging and find an email! Then you can email your well-designed resume and make an impression. Remember, there is always a way around the system. Even if you can’t find the direct email of the recruiter, email anyone you can find within the company and ask if they could point you in the right direction. By showing initiative you are already taking a step in the right direction. Depending on who you email, they may put in a good word for you and help you stand out among the crowd. You’re more than just words on a paper!
Is Print Dead?
Hey guys! It’s me the BrownDog again!
The other day my human and I were out for a walk and we stopped to pick up the mail. She’s just nuts sometimes - constantly thinking about ways to help her clients. When she leaned over to me, I thought there was a treat coming – but nope – she showed me the lack of good advertising in the mailbox! Since technology has caused print prices to drop so drastically in the past 8 years, she told me now just might be the perfect time to put eye-catching messages in the mail again.
Have you heard of EDDM? I think it stands for Every Door Direct Mail, a new program from the post office that lets you mail to a small “postal route” instead of an entire zip code. You don't even need a bulk permit anymore! If you want to know more, call her up – she loves to talk about it! All I really care about is the opportunity to bark at the mailman—here he comes now! Woof!
Looking back on the past 70 (dog) years...
Sixteen years ago I attended a conference in New Orleans about creativity.
At the time, I remember being struck by the speakers and how centered they seemed. Most of the topics revolved around how to find the physical time and mental space to allow your mind to think creatively. Today, as I reach the ten-year anniversary of my business, I find myself thinking back to those speakers and what they recommended.
It’s simple really, the answer is: allow yourself to STOP. O.K., I hear you saying, "How…when I am SO busy?". We hear it from others, we know on some level its healthy, but how can we possibly put it into practice? Eckhart Tolle, in his book, The Power of Now, states that all artists create from a place of stillness, even if they are not aware of it and even the greatest scientists in the world have had the biggest break-throughs when they stepped away from the task at hand. If you have ever had an idea in the shower, you have experienced this!
So what else might stopping look like, other than a morning shower? For me, it means a bubble bath instead of a shower, treating myself to breakfast at my favorite diner with a few of my favorite trade publications, a stroll around Rices Market with my favorite BrownDog, allowing time to recognize what colors the leaves are.
The point is, all of these things are “Business Builders”. As entrepreneurs, we go full tilt, sometimes even in our sleep! So call this time your “Marketing Strategy Time” if it makes you feel better, but have confidence that your best ideas will come when you take the time to clear your mind and breathe.
Wish me luck in practicing what I preach as I embark on year eleven!
Creative Alpha- BrownDogDesign
Advertising for less
The other day my person was talking about how expensive advertising is nowadays.
She kept going on and on about newspaper ads and TV commercials costing an arm and a leg, but what she is forgetting is all the other ways to get our name out there without shelling out the big bucks.
Just the other day she mentioned something called cause marketing. She was talking with one of her clients about how inexpensive it is to advertise your business this way. I thought the only way you could advertise is through newspaper and magazine ads or TV commercials! But she says that if you think outside the box you can get your name out there while staying in a tight budget. Here are some examples she gave:
1) Sponsorship. When you sponsor local community events such as a 5K run or bike race, your company name and logo are typically promoted by the event organizers. You can choose the amount you donate so it will fit your budget. The only caveat is that you must be consistent with your sponsorship. For example, if you only sponsor the local bike race, then you’re only getting your name out once. You need to be present at multiple events in order to make an impact, gain familiarity, and reach a larger audience.
2) Raffle Baskets. Donating a basket to be raffled off at events is a great low-cost option. One business that has done beautifully with this is our client Harmony Clean, Inc. For several events throughout the year they donate a beautifully wrapped bucket full of green cleaning supplies and a coupon for 4-hours of free house cleaning to be raffled at events. The basket reflects their brand, shows their community support, and creates more reach by placing a stack of business cards in front of the basket. Not only does this make people familiar with their business name but the winner will be able to experience their service firsthand, potentially becoming a repeat customer. For them, it is worth the labor costs for the potential of building their image in their local community.
3) Facebook Events. Another way to make sure your business’s name is associated with the events you are supporting is to create a Facebook event through your business profile. There you can tag the charity or nonprofit organization you are supporting so they can share it on their page. This is not only promoting your business, but it is promoting the event as well. Additionally, if you send out regular newsletters, make sure you mention what you are doing and include a link to the event.
There were also other ways she mentioned like supporting local school sports teams and musical groups by submitting ads in their flyers, but the one main thing she kept saying was CONSISTENCY! My person seems to think that consistency is the most important thing because of something to do with putting your eggs in a basket. I don’t know, but if my person is this excited about something you should probably give it a try.
Well I think I smell dinner cooking, so I’m going to go beg. Woof woof!
Why scotch tape should be banned from windows
As a graphic designer who specializes in helping businesses build brands, I notice the good and bad in other businesses.
Everything you do when you own a business makes a direct impression on the business itself. This applies to the signs, the flyers you allow others to hang, and obviously the logo. I have seen handwritten flyers scotch-taped to storefront windows that look like a kindergarten art project! What the business owners don’t understand is that signage can either elevate your professionalism or kill sales. It is easy for things to go unnoticed and fly under the radar, but it’s these small details that will take your business from “start-up” to a professional business.
You may have heard the phrase “there is no such thing as bad publicity”. This could not be further from the truth. Every little piece of signage in your establishment adds to your brand image, so it should be consistent with your brand. No one wants their customers to think of their brand as sloppy and unprofessional. Although you might have a great product, a low-quality sign or flyer will lead customers to believe you run a low-quality business. If you have respect for your company, as a business owner you need to be on top of your brand image. Start by throwing out your scotch tape!