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.

0
0
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.

0
0
August 15, 2011 In appreciation, art, communication, creativity, design, inspiration, intelligence, presentation By Patricia Saxton

A Plethora of P’s / #33: Posture

proactively punctuating life with the plausible, powerful possibilities of positive thought presented through a plethora of “P’s”.

– ♥ –

Mom always said to stand up straight. And at some point in the awkward growing up years, I realized she was right (of course). Standing “straight and tall” looks better, it feels better (when you get used to it), and it’s good for you.

Your posture speaks volumes without saying a word ~ not only projecting confidence outwardly, but inwardly. You can stand straight, head high, belly in, shoulders back and relaxed, or you can slouch in varying degrees of slump-dom… just know that how you choose to carry yourself matters to both your physical and mental health, ultimately affecting your general well-being.

And while you’re busy sitting up a little straighter, remember: the same benefits hold true for how you posture your thoughts. Are your thoughts life-affirming or life-diminishing? Do they reach up or look down? Are they strong or limp, flexible or rigid? Are they aligned with your actions? Aligned with your heart?

What we think, and how we think it, has enormous influence in the well-being of a moment, a day, a year, a lifetime.  As Buddha said, “What we think we become.”

And what’s really cool is that the simple act of “standing up straight” helps the positive flow of the thoughts we think ~ and vice versa. So it’s a win-win.

Mom sure was smart.

0
0
July 7, 2011 In animation, art, children's books, creativity, design, illustration, imagination, presentation, skill By Patricia Saxton

"The Lost Thing": Awesome Children's Book ~ Fabulous Film

I love this! It’s just superb, and completely delightful, from the great artist/author Shaun Tan.

With good reason, The Lost Thing won Best Animated Short Film at this year’s 83rd Academy Awards. And there’s an extra bonus ~ because the behind-the-scenes telling of how the film’s sounds are created is a fascinating treat of its own. In the video below, supervising Sound Editor/Sound Designer John Kassab shares his experience working on this animated treasure.

Very cool stuff all around. Enjoy!

0
0
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.

© Patricia Saxton

Next up: Authenticity. Stay tuned.

2
0
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.


4
0
April 29, 2011 In design, presentation By Patricia Saxton

It's All About The Hats

I’ll be honest. I haven’t yet watched a stitch of the Royal Wedding. But it’s not rocket science to know that hats play a starring role in pageantry, pomp and circumstance. (oooh – more P words…!)

Personally, I’m not a big wearer of hats ~ even though secretly, I kind of wish I were. They have a great way of adding personality and “pizzazz”. But let’s face it, you have to be pretty confident, or bold, (or royal), to wear some of the more flamboyant pieces… and then of course you have to be aware of bumping into things at head level, or the wind knocking it off your head, or not being able to take it off because of what it’s done to your hair.

Still, hats are special. Hats tell stories. Historical stories, personal stories, love stories, work stories. Sometimes they elicit stories the wearer may “want” to tell.

They’re also special simply by virtue of longevity. I’m pretty sure they’ve been around since dinosaurs roamed the earth ~ probably the first big invention, never mind about discovering fire ~  and they show no sign of stopping.

In the old, old, (really old), days, animal skins were all the rage. Since then, hat-wearing has evolved from being all about practicality to being (almost) all about fashion. That’s not to say people don’t wear hats for protection. But styles ~ the sheer abundance! ~ allow for all kinds of dazzling personal expression.

And they do serve a purpose. Hats provide a frolicking, fun playground for designers, a usefulness for farmers, cowboys and southern belles, and a perfect way to make an impressionable appearance at things like royal weddings.

PS: If you can’t get enough of “hats” lately, I recommend New Jersey’s Morris Museum exhibit: “On The Head and In The Hand: 200 Years of Hats and Purses”. The collection is lush, rich in history and fun to wander through.

2
0
February 10, 2011 In communication, imagination, inspiration, presentation, words and language By Patricia Saxton

JK Rowling: The Fringe Benefits of Failure, and the Importance of Imagination

A dynamic, inspiring speech. Watch the whole thing; it’s truly worthwhile.

<p><a href=”http://vimeo.com/1711302″>J.K. Rowling Speaks at Harvard Commencement</a> from <a href=”http://vimeo.com/harvard”>Harvard Magazine</a> on <a href=”http://vimeo.com”>Vimeo</a>.</p>

0
0
February 10, 2011 In animation, art, communication, creativity, drawing, illustration, inspiration, presentation By Patricia Saxton

Daniel Pink's Ideas on Motivation, (literally) Illustrated

A Whole New Mind author Dan Pink has another fascinating book out called Drive: The Surprising Truth About What Motivates Us. If it’s as compelling a read as A Whole New Mind, we’re in for a treat.

Based on Pink’s research on science and motivation, originally presented in a TED talk (always worth watching), the illustrated video below is a pretty inspiring treat itself.

I’ll reserve judgment on the content (it sounds good, and some of it makes huge sense…), except to say that it’s thought-provoking and fantastically presented.

1
0