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January 10, 2012 In art, business, communication, photography By Patricia Saxton

MacNaughton Peace

Because sometimes you feel peace in your roots. Sometimes honor. Sometimes you just like ’em.

Week #58 / 52 Weeks of Peace (squared) / © Patricia Saxton

And on this day ~ just an ordinary day ~ I wish you peace, and offer a few favorite ancestral words to the wise:

“Love of our neighbor is the only door out of the dungeon of self.” / “One good turn deserves another.” / “Fair words won’t make the pot boil.” / “Twelve highlanders and a bagpipe make a rebellion.” / “Be happy while you’re living, for you’re a long time dead.” / “He was a bold man who first ate a Haggis.”

December 22, 2011 In appreciation, art, books, business, drawing, illustration, work and play, writing By Patricia Saxton

Thank you

There are 68,250 fairy books listed on Amazon. Whew! But if you scroll down just a little bit on the first page of your book search for “fairies”, you’ll see that the #8 ranking on that list is my very own, A Book of Fairies. This makes me happy. And what makes my smile get really big, is when searching for “fairy books for children”, A Book of Fairies has the sweet spot of #1. Wow!!!

I’m not telling you this to toot my horn, I’m here to say thank you to everyone who’s helped push my books up the charts. (The Book of Mermaids also sits at #1 for “mermaids”! – okay, so that was a bit of a toot…)

It means that because of you, the books are being enjoyed. It means my labors are appreciated, and might this very moment be brightening someone’s day. What a great feeling. So, thank you, thank you, thank you!

I also want to thank you for reading, following, or just showing interest in my blog postings over the past couple of years.

It’s an incredible thing, this blogosphere. A fresh page available every day for expressing yourself, sharing what you know or what you wish you knew, bringing thoughts & ideas to a whole big world filled with kindred souls you’ve never met.

To put yourself “out there” takes a small but somewhat brazen step into “vulnerability”. So you brace yourself for a variety of disappointments, hope for the best and forge ahead.

And you guys have been the best.

Thank you for allowing me into your world a few times a week. Thanks for listening to my eternal optimism and supporting my work by buying my books, hiring me for design, and for your positive feedback towards this ongoing blog. Not to get all sappy here, but you make it all worthwhile.

I wish you all the brightest of blessings this holiday season. Cheers to you!

November 12, 2011 In branding, business, communication, design, graphic design, intelligence, marketing, presentation, social media, web design By Patricia Saxton

Orchestrating a Website

You need to bite the bullet and create a website. Or your old site is in dire need of an update. No big deal, right?

Maybe, maybe not. There are easy ways and harder ways, less expensive ways and more expensive ways. But whichever way you choose, you have to understand that there are moving parts involved.

It’s a virtual symphony of information and imagery, with varying degrees of interconnected elements that create the whole song. And as with song, the parts can be arranged well or not so well ~ and the audience can tell the difference.

So before you begin, do your homework. Know what your site is about, and organize your content ~ at the very least a simple outline. Figure out who your audience is, and speak to them ~ try to put yourself in their shoes. Look at what your competitors are presenting … discover what makes you/your business unique. Play to your strong points while being as authentic as you possibly can.

Consider what your main topics will be, your sub-topics, what you want to say and how you want to say it. Whether you want a blog, a website or both. Whether you’ll tie in to social media, use videos, slide shows, shopping carts. Whether you’re enamored by bells and whistles or truly need them to boost your message. Whether a template, a modified template or fully custom is best. Whether you need a very simple web presence, or a full-fledged living website.

When you’re ready to make the plunge and toot your horn, there’s help out there to get you started and/or take you through the whole orchestration. We’re one of those places. Talk to a few; find the match that suits your needs. And whoever you choose, make sure communication is clear and open in both camps so that the flute solo comes in on cue and the trombones don’t drown out the violins.

October 14, 2011 In branding, business, communication, creativity, graphic design, presentation By Patricia Saxton

To Logo or Not to Logo…

A client posed the following question: “What’s your perception of logos and are they a cost-effective investment?”

I love this question. It’s not new, nor is the discussion. But considering the unstable climate of our financial times, one worth a revisit. Everyone’s trying to be more careful and make more intelligent decisions about where their dollars go. So, I felt inspired to share my answer:

A logo is the hub of your brand identity. The grand central station. It’s the singular consistent visual that appears everywhere, on everything, carrying your identity into livingrooms and faraway lands and back.

It’s what you put on the packages you send out that says “we’re a real company”. It’s your signature, your great “identifier” ~ so that when people repeatedly see a certain shape or combination of shapes, colors and letters it prompts a psychological association with a company, a person, a quality. You get the idea.

It’s recognition by repetition. And that’s a good thing, because you want to be noticed. And you want it to be strong at-a-glance; something that’s, if not remarkable, at least memorable. Like these classics:

That all said (and I kind of hate to say this since logos are something I do) … you can have a “look and feel” without a logo per se. You can create an “identity” with colors and fonts and use of space.

Case in point: another client wants to establish herself as a voice in the fashion world via writing, and her cash flow is tight. She was convinced she needed a logo and a whole brand identity scheme (all of which can add up to a pretty penny) ~ when in truth, for her needs, she doesn’t “have to have” a logo. What she does have to have is great content and great imagery.

Sure I would have preferred that she need a logo and could pay me to create it, but this is how I advised her because in her case it makes sense ~ not only from a monetary perspective but in terms of creating an online presence that can grow as her own voice grows.

A logo can appear very simple. A simple type treatment, or one with a clever twist, or a symbol as its core. The value, aside from it being “just yours”, is in its consistent use across the board, applied to all things “Business X” and serving as a steady, stable ambassador. And that is no small thing.

But a logo is not, as I’ve said in previous conversations, in and of itself, The Brand Identity. It’s a big part of the whole (and not to be fooled with or “just anything” tossed up). There are many factors that make up that whole, and sometimes it’s both necessary and okay to approach it from a different perspective. Worth pondering before jumping in. And if you do jump, understand its value.

July 6, 2011 In advertising, art, branding, business, communication, creativity, design, illustration, social media By Patricia Saxton

What's The Big Deal About Branding (part 3)

Since it’s National Ice Cream Month, I thought I’d use a famous ice cream company for Part 3 of my branding chatter … after all, “it’s only fair…”

What’s so good about this is that the video not only shows the integrity and consistency of Ben & Jerry’s folksy branding in action, it’s also a great example of authenticity.

Just to clarify, authenticity means that the message (the visual voice) rings true. And there’s very little that can replace, go above or beyond being genuine.

In this particular case, the element of authenticity underscores a product that’s been proven worthy and continues to breed the important ingredient of trust, therefore keeping ~ and gaining ~ a loyal following.

I really like how Ben & Jerry’s found a way to keep their classically down-home look, feel and messaging steady, vital and relevant in a technological environment. From the start they’ve been about extra good ice cream with an organic bent and a social conscience, and they haven’t skipped a beat.

(Makes you want a quart or two …!)

July 1, 2011 In advertising, branding, business, communication, creativity, design, imagination, marketing, social media By Patricia Saxton

Beer, Chocolate and The Web

Beer, Chocolate and the Web … for some reason makes me think of “The Lion, the Witch and the Wardrobe” ~ maybe not with such an intricate storyline, and I’m not sure C.S. Lewis would like the comparison, unless perhaps, he was a beer and chocolate person… but either way he would certainly appreciate the imaginative quality.

So, thanks to my good friend and fellow designer Jim for knowing that I would love this. Sagres, Portugal’s leading beer brand, launched a new product this year: Sagres Preta Chocolate, a chocolate flavoured stout beer.

I can’t attest to the beer itself, but their decision to launch the product with a website crafted entirely from chocolate gets a big thumbs up from this corner.

Personally, I’m not convinced of the “rightness” of beer and chocolate co-mingling in one drink, but I definitely give these guys credit for ingenuity. And (for possible future reference) I’d have gladly been on the team that made all the chocolate pieces!

Here’s how they did it:

And here’s the final website for Sagres Preta Chocolate. Enjoy!

June 14, 2011 In branding, business, intelligence, marketing, philosophy, presentation By Patricia Saxton

What’s the Big Deal About Branding? (part two)

Branding. No, not the hot iron kind on an animal’s behind (ouch! ~ do they still do that?), but marketing’s buzz-word of buzz-words.

As with many notions that take the spotlight ~ often becoming overused, diffused and diluted ~ one has to question it at some point. It’s never wise to take popular culture at face value, or hear a fancy phrase and automatically buy in. To borrow from the now old-fashioned new-age-speak, first it has to “resonate”. If it resonates, I’ll pay attention.

So, what IS the big deal about branding?

First of all, your brand is what I like to call your visual voice. It’s what you bring to market over and over and over. It’s how you’re identified, and yes, judged. It can, in effect, be the life or death of your business.

Egyptian Scales of Judgment

If you read “What’s the Big Deal About Branding? (part one)”, you got some of my thoughts on why it’s important. Namely, the pull and power of consistency and integrity ~ two key qualities that provide a valuable backdrop, a kind of moral yardstick for your business, while serving as a clear window for your audience to understand what you’re about.

Take a red target image for example. “Target” stores easily come to mind. It’s a consistent, steady symbol – exhibiting visual integrity. And that’s very good.

But take it a step further. If your experience at Target is repeatedly a good one, they’ve just about buttoned up the integrity piece, because you, the customer, feels confident, “safe and secure”. Trust has been earned; integrity deepens.

There are hundreds of similar examples. Like Mercedes, Nike, The Morton’s Salt girl. They’re consistent, identifiable, they stand for something, and the customer knows what that something is … and … there is trust.

So here’s the thing: imagery and words alone do not make a brand “work” … Three fundamental things feed into your success: your product, your service and your brand. One without the other will leave things flat (or send them spinning out of control) ~ but in tandem, goals are attainable. Basically:

If you’ve got a great product, but poor service, expect trouble.
With great service, but a bad product, good intentions won’t matter.
If you’ve got a great branding scheme, but a poor product or poor service, people are going to catch on – and move on.
A great product and great service, but a mixed-up brand message, creates confusion. Confusion is loss.

But when all three elements come together, singing the same song, in harmony, you’ve got strong branding and a heck of a better chance at success.

The wrapping on the package is that all three ~ product, service and “brand” (your visual voice) ~ are your branding, and any business, marketer or designer worth their weight should consider all three in brand development. Ask the questions to find the commonality. Keep those 3 elements consistent, and integrity follows. And where integrity lives, people want to hang around.

Next up: Authenticity. Stay tuned.

June 9, 2011 In architecture, business, communication, creativity, design, leadership By Patricia Saxton

Apple's (Very Cool) Architectural Plans

“The word spectacular would be an understatement.”

These were the words of Cupertino Councilman Orrin Mahoney after hearing Steve Jobs’ presentation about plans for a new Apple Headquarters.

As an appreciator of everything Apple, this is exciting news. But regardless of your own personal relationship with “everything Apple”, this will be a stunning architectural feat in its own right.

For example, by moving the parking underground, the grounds will lose the asphalt and double the number of trees, including the addition of an apricot orchard. The campus will be efficient, beautiful and of course, state-of-the-art.

Another example of coolness-meets-practicality. Gotta love that!

May 31, 2011 In advertising, branding, business, communication, presentation By Patricia Saxton

What's the Big Deal About Branding? (part one)

I’m not a big soda drinker. (“pop” for you midwesterners)

But the other day while filling up at the gas station, enjoying the first sunny day in forever, I realized it was downright hot outside. As I reveled in the solar warmth, the green green trees and blue blue skies, my eyes wandered over to a lonely looking soda machine. And quite suddenly, I was struck with desire. I wanted a soda. I just really wanted one.

So I got change from the attendant, put my shiny coins in the slot, and wa-la! ~ down tumbled a beautiful, cold bottle of Coke.

Yes, definitely a Coke. Because to me, if you’re gonna have a soda (or a “pop”), it should be “the real thing”. I might even want to teach the world to sing… in perfect harmony….

You probably get my point… Coke has real brand recognition. It’s strong. So much so that I remember their ads from 20 years ago, maybe more. They’ve made (and continue to make) an impression.

So, you say, yea, well, they’re big guns. They’re a big deal with a big name and big budgets and a big audience. What does Coca-Cola’s great advertising have to do with a small business or an entrepreneur?

A lot.

Take away the “big name” and all the trappings that go with it and you’ve essentially got what branding is all about: Consistency and integrity.

Coke’s example is this: a steady graphic look since its inception, modernizing with the times, but never losing its core visual ~ AND a steady message that’s upbeat, positive and rings of authenticity. By keeping both their look and their message consistent, they maintain the vital quality of integrity.

Branding isn’t just a logo. It’s not just a website. It’s not a twitter account. It IS everything you or your business presents to the public.

Every word and every image in every medium and circumstance speaks on your behalf. These are your “brand”. They represent you in person, and when you can’t be there (which is most of the time), they represent a virtual reflection.

So if you have 3 different websites with 3 different looks, if you have people with different voices handling your social media, if your visuals look clean and sharp in one place and sloppy in another, you will confuse your audience. And confusing your audience is not something to take lightly in a world where so much is vying for people’s attention.

So, yes, your brand, your “identity”, is a big deal. Keep it consistent and let it walk, and talk, with integrity. More on integrity and authenticity in “part two”… For the time being, let’s just say, make it the real thing.