CFX Creative - Branding + Design Blog

The Value of Design

2009-09-11T11:46:00.007-07:00

WHAT?
Design is omni-present. It cannot be escaped. Everywhere you look, every object you see, every book you read, every billboard in your line of sight, advertisements in magazines, newspapers and on TV, every article of clothing in your wardrobe, the plates you eat from and even the bed you sleep in - all are the result of a design process.

HOW?
The design process begins with a core idea - what are we making, what purpose does it serve, to whom is it directed or being sold? From there, the idea is refined into a solid concept - what is the general look and feel of the object or piece? Will it be a high-end product or a dollar-store item? Next, artistic renderings give the idea visual form - sketches and/or digital images are developed, various visual representations are explored. Once a graphic direction has been chosen, the visual is further refined until a final design is produced. From there, the object or piece is taken through a production process, whether it be printing for business cards or brochures or manufacturing of a cell phone or pair of shoes.

WHERE?
Design encompasses a number of specific disciplines which produce our entire visual environment:

Graphic design - product packaging, advertising, brochures, signage, business cards, banners, etc.

Industrial design - products of all shapes and sizes - cell phones, appliances, furniture, automobiles

Fashion design - clothing, shoes, handbags, hats, accessories

Architecture - houses, structures and buildings

Interior design - selection of the objects that determine the look and feel of the interior of a room or building including: wall materials, paint colors, fixtures, furniture, artwork, draperies and decorative items

WHY?
In the world at large, design is a powerful tool, used to influence people's perception of whatever is being presented - a company, organization, product or place. With a combination of colors, images and typefaces, graphic design can introduce and educate people about a cause, problem or solution. It can help create an emotional connection around a subject to bring people together, inspire them to think and to act. It can help break through the visual "noise" of the day to deliver a message, perhaps a significant one.

WHO?
In business, image is everything. Good design can help a company increase its credibility in the minds of its target audience. By looking at a company's brochure, web site or advertising, a good idea can be gained about what that company stands for and what segment of the market they serve. Is it a luxury or economy brand? Aimed at a younger or more mature audience? Branding is the application of design to assign a distinct "personality" to a company or organization. A brand's look and feel provides a clue as to what the company does and what it stands for. Is it a luxury brand like Mercedes? A counter-culture brand like Hot Topic? A lifestyle brand like Apple's iPod? A company or product's "look" - from the product itself to packaging, advertising and store design - can often be directly linked to its price point. One can easily discern a "cheap" product from something that "looks expensive". While it's difficult to explain in written form, we are all trained to easily distinguish quality goods from low-end imitations. All these impressions and perceptions are the result of design. Pretty powerful stuff!

From an individual perspective, design can be a means to express personal identity. Whether it's a pair of Chuck Taylors or a Prada handbag, an Andy Warhol painting or urban graffiti art, a Ford or a Jaguar, design, in its many forms, combine to create an exterior personal "brand".

The power that design holds to influence us in our everyday lives cannot be overstated. It's all around us. Good designers know how to use that power to improve people's lives by informing their decisions and drawing attention to important topics.

RELATED READING:
Do You Matter? How Great Design Will Make People Love Your Company

CFX Offering Social Media Marketing Services

2009-08-24T13:15:00.002-07:00

Does the mention of social media marketing send your heart a-twitter? With all the headlines Twitter, Facebook, YouTube and other social media outlets are getting in the business world, by now most business owners are aware that this new-fangled social media isn't going anywhere. The fact is that social media and inbound marketing are quickly becoming the new frontiers in getting in front of an increasingly-tech-savvy audience.

To help our clients stay on the cutting edge of their marketing efforts, CFX Creative has added social media marketing to our service offering.

Contact us to discuss your needs and see how we can help your company make its foray into the world of social media marketing.

RELATED READING:
Yes We Did: An Inside Look at How Social Media Built the Obama Brand

Protect Your Web Site Content Against Plagiarism

2009-07-29T22:00:00.004-07:00

A while back, we were introduced to a site that lets you type in your web site's domain name - or even a specific page URL on your site - to see if the content on your page is being used on any other sites. We thought this was an interesting concept, so we plugged in our URL and were shocked to find our content was - word for word - being used on a number of other web sites - without our permission, obviously!

To add insult to injury, several of the sites that had outright ripped off our copy were themselves designers. In one case, the person had not only stolen our copy, but images from our portfolio, advertising our work as their own. Imagine being a client of an unscrupulous designer who searches out someone else's web site to steal content to sell themselves to said client on merits that are not their own.

Needless to say, we were not about to take theft of our copyrighted content and images lying down! We immediately had our legal advisor draft a cease-and-desist message which was sent to the owners of each of the offending sites. Most responded quickly - and apologetically - and complied with our request for removal of our content from their sites. In one case, the owner of a printing company web site told us that the person who developed the site for them provided the copy and he was dumbfounded when we presented him with our claim of plagiarism. That case proved to be the most difficult to resolve, with the developer initially refusing to co-operate. Within a few days, however, it was, thankfully, resolved.

So, the moral of this story is two-fold:

Be pro-active in protecting your copyrighted material. Your content represents countless hours of research, writing and testing and monetary investment. Don't let some fly-by-night thief take advantage of what is rightfully yours.

And, equally important - be careful who you hire. If the combination of stellar portfolio and bargain-basement pricing seems too good to be true - it probably is. Competent, experienced design professionals know the value of what they provide to a client and their rates will reflect that value. Do a thorough background check on the person/firm to be sure they're legit. Ask to speak to former clients and ask if the work they received measured up to the portfolio they were shown.

While it's unfortunate that there are unsavory sorts who would stoop to outright theft of someone else's content, it is, in fact, a reality. The best defense against these types of crooks is to not let them get away with it. You can bet the people we caught ripping off our content will think twice before doing it again. Once busted, twice shy.

Check out the Copyscape web site to find out if your content is being used without permission.

Startup Marketing 101: What to Do in Your First 90 Days

2009-07-24T16:16:00.003-07:00

Starting a new business means a mile-high to-do list on your desk. But, marketing - an essential component of any successful company - often falls to the bottom of the pile, which can be the kiss of death for a start-up.

The Marketing Trenches web site has put together a great list of 10 things to do to jump-start your new company's marketing efforts.

Click here to read the full article on the Marketing Trenches site.

Related Reading:
The 22 Immutable Laws of Marketing - Violate Them at Your Own Risk!

Build Your Twitter Following - 24 Free Twitter Directories

2009-06-27T14:28:00.005-07:00

So, you've signed up for Twitter and have a few friends on your followers list. Now what? How do you get the word out and build a bigger following? As with any web site, building a following on Twitter takes time - and effort! Part of that effort is getting your site listed on as many other sites as possible to increase your reach and link popularity. There are scores of free directory sites that offer free inclusion for your business or organization.

In this instance, we're focusing on building a larger following for your Twitter profile. To help you along, we've compiled a list of 24 free Twitter directory sites where you can add a free profile or listing.

Check out the Design Groupies web site to read the full article and get the list!

Related Reading:
Twitter Tips, Tricks and Tweets

Social Media 101 for Business Owners

2009-06-25T13:26:00.004-07:00

Social Media Explorer has written a great article on the basics of how to start marketing your business using social media. Which sites should you join? How do you keep track of it all? Check out the full article at the Social Media Explorer web site to learn how to hit the ground running.

Add Your Site to 17 Free Business Directories

2009-06-19T16:42:00.004-07:00

We've compiled a list of business directory web sites on which you can list your business on for free. The benefit of adding a listing to sites like this is that it increases your link "popularity" - a key element that Google takes into account when determining rankings for particular keywords.

A lot of the sites we've included are relevant to Canadian or Vancouver-based businesses, but you can easily find sites specific to your area by doing a Google search for terms like "free business directory" and the name of your city.

Here's 17 sites to get you started:

Web Local

Found Locally

FreeBizAds.ca

EBizPages.ca

Canadian Business Directory

Vancouver Web Search

Canada One

Ivarta Yellow Pages

Virtual Vancouver

Eye On Vancouver

Business BC

CanPages.ca

Classifieds 1000

Strategis Canada

BC Business Directory

LocalSites.ca

Online Biz Directory

Follow CFX on Twitter

2009-06-18T15:49:00.005-07:00

We are now on Twitter! Follow CFX Creative on Twitter to stay up to date on what's going on at our studio and other fun tidbits of interest to designers and clients
alike!

http://www.twitter.com/cfxcreative

CFX Launches Innergy Corporate Yoga Web Site

2009-05-05T16:58:00.005-07:00

The CFX team is excited to announce the launch of the newly-completed Innergy Corporate Yoga web site. Innergy's on-site corporate yoga classes allow busy employees to increase energy and reduce stress, resulting in a more productive workplace.

Click here to visit the new site and learn more about how Innergy's services can benefit your company.

Related Reading:

Corporate Yoga by Subodh Gupta

CFX welcomes Pedersen's as new Client

2009-04-30T21:44:00.006-07:00

CFX is pleased to welcome Pedersen's event rentals as our newest client. We are currently working with the Pedersen's team, along with Allegro Professional Solutions, to re-design the Pedersen's web site. You can visit their existing site at: www.pedersens.com

Downturn Marketing: Fine Line Between Love & Hate

2009-03-30T08:46:00.004-07:00

Over the past few months, you've no doubt received countless e-mail newsletters filled with any number of cleverly-worded sales pitches about how this product or that service is the answer to your depressed-economy prayers. And, while there are certainly many opportunities to be had by forging ahead in the face of economic woes - especially when many of your competitors may be retreating - it's also important to remain focused on the tone - and frequency! - of your message. When the playing field is empty and you're standing proudly on the 50-yard line with all eyes on you, what you say, how you say it - and how often - is more important than ever.

Recently, we've noticed an interesting - ok, annoying - pattern with one company in particular whose e-mail newsletter we receive. While diligence is an admirable trait in marketing and branding, like most relationships, there's a fine line between love and hate.

While guilty parties shall remain nameless, suffice to say that the offender is a well-established and successful organization whose opinion we generally respect and consider relevant in their area of expertise.

However, over the past several months, the frequency and transparency of the messages we've received seem less like a valuable offer-we-can't-refuse than thinly-veiled, self-serving desperation. Worse yet, many of the messages seem sorely out of touch with the difficulties a lot of companies are facing just to keep their heads above water. In the same breath, the message reminds the recipient of the tough times they are surely enduring, then promptly offers a solution by way of a $99 webinar on how to get through the rough spots until the economy bounces back. Anyone else smell contradiction and bad timing?

In this example, instead of seizing the opportunity to be a knight-in-shining-armor to their audience by actually trying to help, the message comes across more like a mugger knocking an old lady down to steal her purse.

Why not look at the big picture and realize that the hard sell is not always the way to go, particularly when people are already struggling? By offering information of value at a time when people need it most, an opportunity exists to generate goodwill and trust between the company and its target audience. Trust goes a long way in influencing people's buying decisions, especially when times are tough.

What could you offer to your customers or subscribers now that may make their lives and jobs a little easier? A set of tips on how to make a better impression with new prospects? A list of industries that are faring well in spite of the economic storm? A quick computer trick that will save time on repetitive tasks? Consider the specific challenges of your audience and offer to help. In addition to lending a hand at a crucial time, you're also reminding those readers that you are an expert who understands their specific needs. And, when the economy bounces back, you'll be top of mind with plenty of karma on your side.

Related Reading:

Permission Marketing: Turning Strangers Into Friends and Friends Into Customers

CFX Project Chosen by Design Edge Canada for Re-Logo

2008-11-10T19:51:00.007-08:00

Though we're a little late in posting about it (busy busy!), we're pretty excited to note that we were contacted a couple of months ago by Design Edge Canada's editor, Ann Meredith Brown. She was looking for a project to feature in the Re-Logo section of the magazine and asked if we had a good before/after identity project we could share with the magazine's readers. No problem there - we often work on projects where we're charged to re-design the logo of an existing business as the company grows and evolves.

After considering a number of relevant projects, we chose to submit our re-design of the Westcoast Actuaries logo because we felt it was a strong example of how dramatically a re-designed identity can impact the perception of a company.

The article, published in the September/October issue of Design Edge Canada, displayed the company's original logo next to the re-designed mark with information about the new logo's relevance and the specific choices that were made with regards to colour, typeface and icon.

Click here to read the full project case study for Westcoast Actuaries.

Related Reading:

Identity Crisis: 50 Redesigns That Transformed Stale Identities Into Successful Brands

Who Are You Calling an Artist?

2008-06-09T10:24:00.000-07:00

We have a bone to pick with those well-meaning name-callers who like to refer to us as the "a-word" - artists. While their verbal path may be paved with good intentions, and there is a certain element of the artistic to design, it needs to be noted that there's an ocean of difference that distinguishes the roles of artists vs. that of designers.

WHO: Whereas an artist generally produces art for him or herself and then offers the work up for sale in a gallery or to private collectors, a designer is engaged to create a piece that is aimed at a specific pre-determined audience. While it's a common mistake to believe the designer is working to satisfy the personal preferences of the client themselves, our goal is to appeal to the client's target demographic, not an individual or group of people in the client's company.

WHAT: Unless commissioned to create a specific type of piece, an artist generally works in a medium of their own choosing. Some may focus on sculpture, while others may specialize in textile art, painting or multimedia installations. On the contrary, a designer is usually brought in to produce a specific marketing vehicle, whether it be a new logo and brand identity, a direct mail piece, signage for new real estate development or a web site.

WHY: The very reason for an artist's creative endeavors is personal expression. The artist creates work based on their own inspiration and emotions to fulfill a personal vision of what the piece will be. A designer's "why" is the polar opposite - we develop concepts and creative approaches that will intentionally speak to a well-defined target audience - satisfying our own preferences (or that of the client - we may have mentioned this a couple of times before...) is not the focus. Our goal should always be on appealing to someone else - the end user of the client's product or service.

WHEN: While there are always exceptions, artists often work at their own pace, taking the time they need to work on a piece until they're satisfied with the end result. Ask any designer and they'll tell you that design is a very deadline-oriented business. More often than not, by the time the client engages a designer, they want the finished product asap - like, yesterday. Rarely does a designer have open-ended timelines in which to conceptualize and pore over typographic details in a layout.

WHERE: Artists generally work in a studio space, which may be in or separate from their home. Designers work in any number of settings - as an in-house designer within a larger company, within a design firm or other creative agency, as a one-man marketing/design department for a smaller company, as principal of their own company or as a freelancer.

While the aesthetic aspect of art definitely makes up a crucial component of design, the main differences between the two lie in purpose and intent. While art is generally created for art's sake, design is a much more deliberate, calculated process with a specific end goal in mind. And, let's face it, it's a lot more challenging to appeal to an intended external audience than oneself. Without that audience, the very reason for the existence of design would be lost.

Now, please....go easy with the "a-word", will ya?

Related Reading:

A Designer's Research Manual: How to Succeed in Design by Knowing Your Clients and What They Really Need

Get Your Blog On

2008-05-20T13:04:00.003-07:00

We just came across a new blog today from CLS Fitness owner Cari-Lee Stevens. Cari-Lee is using a blog to document her journey through a 90-day health and fitness challenge she's undertaking. As a fitness advisor, the blog is a great way to establish expertise in the field, as well as share some "behind the scenes" information with her readers.

Think blogging isn't appropriate for your business? There are tons of ways to use blogging to reach your audience - new product offerings, sales, press releases, or even more candid information like "a day in the life of a...". Sometimes, a peek behind the curtains is infinitely more intriguing to an audience than the most polished ad campaign money can buy.

Cari Lee's site is a great example of how business owners can use blogging in innovative ways to stay in touch with and provide relevant information to their audience. And, speaking in a genuine voice is a refreshing change from rehearsed elevator speeches - and that means instant differentiation.

Click here to read Cari-Lee's blog, CleanseGirl.

Related Reading:
Blogging For Dummies

CFX Creative News - May 2008

2008-05-07T14:22:00.004-07:00

Without further ado, our re-design of the CFX Creative newsletter is complete. Our aim is to have the new version of the newsletter provide practical, useful information to our readers. We'll cover topics that discuss issues relevant to design, branding and marketing and how they all work together as a strategic advantage in the big bad world of business.

Click here to view the CFX Creative News - May 2008 edition.

Visit www.cfxcreative.com/newsletter to subscribe.

We hope you'll enjoy the new format and we welcome your feedback.

Related Reading:
Work the Pond - Use the Power of Positive Networking to Leap Forward in Work and Life

'Bucking Brand Expectations

2008-04-10T20:37:00.003-07:00

Leave it to Starbucks to...errr...buck the expectations of brand experts the world over. Branding gospel dictates that, unless undergoing a radical re-branding and re-positioning effort, once a brand icon is cemented in the minds of consumers, we dare not change it - save a few cosmetic updates here and there.

Unless you've been living under a rock, Starbucks' famed green circular logo, complete with mermaid and stars, frequently finds itself on your visual radar when walking down nearly any urban street and in a shopping mall near you. It's so recognizable, in fact, that any white cup sporting a circular emblem is likely to be taken for a carrier of Starbucks spawn, even if it's a designer-imposter.

Despite the logo's rock star-like recognition, in an attempt to return to its roots, Starbucks has introduced a new cup with a new-retro version of its famed logo. Already, the move has delivered a generous serving of buzz for the company, which hopes to boost its sagging sales of-late.

Luckily, those of us who are attached to standard-issue Starbucks will shortly see a return of our beacon of caffeinated satisfaction. The retro logo is being launched as a temporary measure in hopes it will put Starbucks back in a top-of-mind position with consumers.

While the rules of consistency in branding exist to prevent erosion of hard-earned recognition, sometimes breaking them - especially for a company as widely-known as Starbucks - can serve up a double shot of much-needed attention.

Related Reading:
The Starbucks Experience - How to Turn Ordinary into Extraordinary

The Cobbler's Children Have New Shoes

2008-03-26T13:56:00.000-07:00

At long last, we've managed to squirrel away some time to update the CFX site's portfolio. We've been very busy over the past year as the many new additions to our portfolio will attest.

Now, finally, those pesky kids can stop whining about being shoeless...

Check out the new projects in Corporate Identity, Graphic Design and Web Site Design

Less is More - DUH

2008-03-04T14:25:00.001-08:00

Once in a while, we can all use a good reminder of how simple execution of a great idea can be more effective than all the bells and whistles you can shake a stick at....and, what's with the stick shaking anyhow?

In this instance, a single word is emblazoned across the middle of an ad, coupled with the organization's logo and a simple call to action that we immediately "get", resulting in a head-nodding chuckle. That's it. No fancy Photoshop tricks, no superhot, scantily-clad models, carefully-selected stock images or overdone design. Just the perfect marriage of relevant observation to effective implementation.

Oh, yeah, and it delivered a palpable result for the client organization, too...

See for yourself: San Francisco Zoo Print Campaign

Brand-New Cars

2008-02-20T14:24:00.003-08:00

We were recently interviewed by a writer for a local business publication who was putting together an article on re-branding. She was personable and her questions straightforward - why would a company decide to re-brand (and what does that MEAN exactly?) and how often should a business pop the hood and take a look inside?

In composing thoughtful answers to her questions, the wheels - in this case, pun intended - started turning. While it's not always true, for many long-standing companies, re-branding takes place as a gradual change over an extended period of time - corporate evolution, if you will. As companies grow and re-define their focus and markets shift, so must the image of the business to remain relevant and accurately positioned.

Almost as if by divine intervention, we happened upon an article that discusses the logo progression of several major car manufacturers since the companies were founded. While logo re-designs only represent one possible element of what re-branding can entail for a given company, showing is often more effective than telling, so without further ado...

Click here to read the article Evolution of Car Logos.

Superbowl XLII Ads Hit and Miss

2008-02-04T12:16:00.000-08:00

Super Bowl Sunday has become a picture of people waiting in eager anticipation of not only the game itself but also of - shocking as it would seem under normal circumstances - the advertisements shown during the broadcast.

Most of us can frequently be found sitting down to enjoy our favourite pre-recorded programs, gripping the remote control, thanking the technology gods for commercial-skip features on our DVRs. Contrary to the normal avoid-commercials-at-all-costs mindset to which most of us faithfully adhere, the promise of inspired, smart, funny and, sometimes, shocking Super Bowl ads has earned a special place in consumers' hearts. Any removal of self from couch is met with looming fear of missing a spot that will be Monday's hot watercooler topic.

This year, some ads hit the mark and some missed by a mile. Here's a summary of our thoughts on the matter:

Several companies stole the show with their clever use of American cultural icons - Macy's Thankgiving Day parade balloons, Democrat versus Republican politics - brought together by witty humour. Others, in spite of their best attempts, fell completely flat. E-Trade's talking baby ad felt totally done-already. Sobe's dancing model/lizards spot just lead to scratching one's head wondering how a model and a group of animated lizards - both re-enacting the dance sequence from Michael Jackson's Thriller - had anything to do with one another. Oh, wait, isn't the Sobe logo a lizard? Total disconnect. Just the lizards would've made more sense. Let's not even go there with the Salesgenie.com's animated racial stereotyping ads. Someone's gonna have picketers outside their corporate headquarters.

Coca-Cola ran several ads which were right on the money and spoke to what their brand promises it can do - bring people together and inspire passion. One spot features a pair of Macy's parade balloons chasing a Coca-Cola bottle-shaped balloon through the air high above the streets of New York. The spot ends with a third character - Charlie Brown - popping up and claiming the prize which is clearly, according to the ad's story - worth fighting for. Another Coke ad shows James Carville verbally sparring with Bill Frist and then the two crossing party lines to share a touristy trip through Washington DC after pausing for a bit of Coca-Cola refreshment.

Budweiser's "Clydsdale Team" ad features a horse who doesn't "make the team" but who is then inspired to train harder by a Dalmatian "coach". The spot closes with Hank making the team a year later and giving his coach a horse/dog high-five. Classic!

Pepsi also weighed in with a couple of great ads - "Nod" which was a play on the SNL skit/movie Night at the Roxbury and "Magnetic Attraction" which found Justin Timberlake being sucked through traffic and in near-misses with various vehicles every time someone took a sip of a Pepsi through a straw. The punchline: every sip of Pepsi gets you closer to winning a chance to meet JT.

Overall, Big Beverage stole the show, while everyone else fell well short of expectation, especially on such a widely-publicized stage.

Watch all the Super Bowl Ads and judge for yourself!

M&Ms Thinks Outside the Heart-Shaped Box

2008-01-24T14:16:00.001-08:00

In a brilliant marketing move, M&Ms has embraced a long-standing urban myth about the product to differentiate itself on the sweetest of holidays.

This oft-told legend declares that green M&Ms have the mysterious quality to act as an aphrodisiac. Started in the '70s, the story became so widespread that it prompted one famous rock star to demand 3 pounds of green-only M&Ms be delivered to his dressing room for after-show "inspiration". Apparently, some people need all the help they can get.

Humour aside, the move by the company to capitalize on a myth perpetuated by the general public for two decades is a stroke of marketing genius. What better way to draw attention to your product and stand out from the sea of red-swaddled competitors than to stand up and declare green as the new official colour of Valentine's Day - with the added promise of "love potion" powers.

Read more about the "new color of love" on the M&Ms site here: http://www.mms.com/us/coloroflove/

You're So Vain (You Probably Think This Blog is About You)

2008-01-22T16:46:00.000-08:00

We've seen companies of all shapes and sizes across a wide spectrum of industries. In spite of their differences, all share a common goal - to market in a way that most effectively speaks to the target audience.

Right now, you may be thinking, "Wow, these guys are masters of the obvious!", but not all is as it seems, Grasshopper, so please bear with us...

Like everyone on our fair planet, clients have their own thoughts, opinions and preferences about any and everything from politics and religion to car brands, vacation spots, and even their ever-so-personal, paragraph-long designer coffee order. We, too, are guilty of producing more than our fair share of strong opinions. Fortunately, like lawyers and professional critics, we chose a career that pays us for unleashing them on unsuspecting passersby...

The potential for disaster arises when the two trains of thought meet on the track. Well, helloooo...Personal Opinion, we'd like you to meet our good friend, Target Audience. While it's important that marketing pieces, corporate identity, web sites and advertising accurately portray the personality of the company they're representing, it can be dangerous to infuse marketing with too much of one or a few people's personal tastes.

The key to success lies in reminding ourselves to focus on those whom our companies exist to appeal to and to serve - our customers. While it's important to feel confident in and connected to a new logo, ad or direct mail piece, it's essential that our audience makes that connection - immediately. So, to accomplish our goal of attracting those we aim to please, it may sometimes be necessary to look past personal opinions and find out what THEY respond to.

What age range, ethnicity, demographic and psychographic encompasses your buyers? What colours typically appeal to them psychologically? Does your audience associate specific icons or imagery with your industry? Use this knowledge when developing your collateral to put your own unique - and relevant - spin on the expected. If that means overriding your own personal penchant for hot pink - unless, of course, it's appropriate to your audience! - so much the better for the effectiveness of your marketing efforts!

The winning recipe will be a perfect blend of that which tantalizes the senses of your buyers with just a hint of that which makes a company's brand you-nique.

Xerox: Not Just for Copiers Anymore

2008-01-08T17:34:00.000-08:00

A recent article in the New York Times talks about the Xerox company's re-design of their long-standing logo and what their goals were for undertaking the redesign.

In spite of the fact that Xerox has long been associated with copiers - to the extent that it's even a verb..."I need to Xerox this document immediately!" - they want to shed their copier image. Makes sense given that their current product line no longer includes standalone copiers. When your company is so ingrained with a specific action, that's a big shadow to step out of after so many years.

As a result, there's a lot at stake when using a logo re-design as a catalyst for shifting consumers' deeply-held idea of what your brand stands for. And, it's a good first step. Changing your external visual presentation to be in line with your internal vision is important in initiating a change in perception. It gets people talking and looking more closely at the company. But, it's only part of the puzzle - the part you can see.

To Xerox's credit is their acknowledgement that the redesign is only one of the necessary steps in their brand's evolution. Simply redesigning their logo is not the only action they'll need to take in order to fully integrate the new mindset behind the redesign. There will be many other shifts - both internal and external - required to make a successful transition. Copy that.

Goal-Setting First Step Towards Success

2008-01-03T09:54:00.000-08:00

As obvious a thing as it might seem, actually writing down goals for your company for the coming year is something few people actually take the time to do. In the absence of a set of written goals and a concrete plan of action to attain them, we tend to get less accomplished. The result? What we achieve falls well short of our aspirations.

Much like planning a road trip, before you can determine how to get somewhere, you first have to know where you want to go. Imagine saying to yourself "I want to go somewhere, but I'm not sure where...", getting in the car and driving aimlessly with no set destination. It wouldn't take long to realize you're getting nowhere, fast. With no end point in mind, not only will you be clueless as to how you'll end up in the right place, you'll also have no way to know when you HAVE finally arrived.

The first step is to figure out what you're aiming for, then break those goals down into steps that you'll need to take to get there. Think Google-style door-to-door directions. Where am I now? Where am I going? What route will take me from here to there?

Make your goals specific. Then, be specific on what actions need to be taken to move you closer to them. Do you want to hit a certain percentage increase in revenue by year's end? Increase your client roster by a certain number? Achieve better awareness of your products with the general public?

Once you have your end point in mind, the next step is to design a road map that will get you there. What tools will you need to hit the mark? Will you need to develop new marketing pieces to support your efforts? Will you need a direct mail piece, advertisement or to re-design your web site to more effectively communicate with your audience? Whose expertise will you need to assist you in achieving those goals? Will you need to partner with a design firm, marketing agency or copywriter to help you polish your message and strategy? Break each goal down into manageable action steps so it's easy to note your progress and to see what your next step is as you move along.

Now, I know what you're thinking..."Well, I have an idea in my head about what I'd like to see happen...". STOP RIGHT THERE! It's important to actually write your goals down - don't keep them rattling around in your head! For many people, writing things down makes them real, more substantial. With this in mind, committing your goals to paper is the first step in transforming them from dreams to reality.

Re-Design to Re-Define

2006-05-02T23:20:00.000-07:00

In a market where companies are always in search of ways to outsmart the competition, giving your collateral and identity an overhaul is a great way to reinvent yourself.  Not merely an aesthetic process, the decision to re-design anything from a single piece to an entire identity offers a laundry list of benefits, not the least of which is to help a company refocus both its internal and external vision and how it is represented in the market.

But, with a busier-than-ever pace in the business world, why would an enterprise choose to undertake such a process in the first place?   What real purpose does re-designing a company’s identity, web site or collateral serve?  While the answer to that question can be a very personal one for each company, there are some that are more obvious, one of the most common being the addition of a new product or service that prompts design of a new sales or promotional piece.

In some cases, a well-established company may have evolved well past the original definition of its identity and service offering and may now need to redefine its image and refine its collateral to more accurately convey what the company stands for today.  An excellent example of this particular reason for choosing to “redesign to redefine” is NALH Bookkeeping Services, who approached CFX with precisely this challenge.  In business for more than 27 years, NALH owner Joyce Wishart was concerned that her company’s identity no longer communicated the scope and level of services the company offered.  Having begun as a solopreneur working from her kitchen table, NALH’s years in business have brought about many changes including the addition of a capable staff, increased capacity, an extensive service offering and a wealth of experience in their industry.  CFX worked with NALH to develop a new identity that honed in on the core essence of their service – helping businesses grow.

In essence, a re-design, ranging from a single piece to an entire identity and marketing campaign, can help a business to re-define itself in the marketplace and keep its image in line with both its own ever-evolving definition and the current business climate.