We’ve had a fantastic week spreading the word about Launch. If you missed the announcement somehow, read on. All right, so some of these posts aren’t about Launch. But they’re all pretty great and definitely worth checking out. Enjoy… And have a great Memorial Day Weekend!

• The Tyranny of Low Price: Seth Godin (as always) makes a great point here. As our very own Matt Cheuvront posted this on Twitter yesterday, “You can ALWAYS find it faster & cheaper. But that doesn’t mean, at all, that YOU need to be faster & cheaper.”
• Thsrs: This isn’t so much an article (okay, it’s not an article at all), as it is an Twitter necessity. Because let’s face it, “Twts tht tke out mst of the vwls 2 be shrt enough r jst trrble.” Instead, PLEASE check this out! You enter a long word and Thsrs will give you a list of shorter synonyms. Cool, right?
• 20 Books that are Unrequired Reading For the Skool of Life: If you’re one of those people who’s always looking for a book recommendation, Srinivas has you covered. Some of these I’ve already read and can absolutely vouch for, and other’s I’ve been meaning to order for weeks now. Basically, this is the ultimate summer reading list (and there won’t even be a test on them).
• Imagine: If you know anything about us, you know we’ve had a great week introducing Launch. Chris Guillebeau speaks to this same idea of entrepreneurship and following your dreams in this guest post on zenhabits. All it really takes is the willingness to imagine.
• Be Rich or Be Happy: Which Would You Choose?: For entrepreneurs, it’s not impossible to get rich doing what you love, but it is rare. The problem, as Jeff Haden discusses in this post, is in scale. This is a great question for all aspiring entrepreneurs to answer ahead of time.

From our little corner of the web

• Launch: We’re excited about it, what can we say?
• There’s No Better Time Than Now: Introducing Launch: We’re excited about it, what can we say?
• The Right Tools Make All The Difference: If you have the right tools from the very beginning, you can spend your time making the best product for your consumers, rather than backtracking.
• Life Without Pants: For the past week’s worth of entrepreneurial inspiration, read through these five (awesome) posts.

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When I was in middle school I decided I wanted to play tennis. I was a soccer player, but the idea of being a tennis player seemed pretty sexy, so when there was a “play day” one afternoon, I went for it.

Being the natural athlete I was, I had visions of grandeur running through my head. I’d dominate. Coaches would be begging me to join the team. College scouts would be offering me scholarships. Isn’t that how it worked? It didn’t matter. That’s how it was going to work for me.

I showed up with a tennis racquet from our garage and the world at my fingertips. It was time to conquer. This was short lived, because apparently, tennis racquet style made a dramatic change in 1976 and the last time anyone in my family played tennis was in the early 70s. My racquet was made of wood and the stringed part was about half the size of everyone else’s. Middle schoolers will be relentless in pointing that kind of thing out, by the way.

Also, I wasn’t very good. No one offered me college scholarships or begged me to join the middle school tennis team.

But guess what? The very next day, I bought a non-antique racket from a modern athletic store and joined it anyway. And I played all the way through high school. As it turns out, I actually was pretty good at tennis, I just needed the right tools. 

The Right Tools

When starting any undertaking – whether it’s middle school tennis or a new business venture – the right tools are critical. Otherwise you look like an idiot. You can have all the confidence in the world… You can even be completely awesome at what you do, but if your strategy, website, logo, collateral, tennis racket, or whatever else you have doesn’t reflect that awesomeness, you’ll have a hard time convincing anyone else you’re as great as you know you are.

Because unfortunately, people tend to make snap judgments based on what they see. It’s human nature. But there’s good news hidden in there, too. When you start with the right tools from the beginning, snap judgments aren’t an obstacle. They’re an asset.

When you show up with a racket made in 2012, you don’t have skeptical middle schoolers whispering about you behind your back. And when your branding can testify to your skill from the very beginning, you can spend your time doing good work – rather than convincing people you deserve their business.

Do you have a dream you want to get off on the right foot? Check out Launch.

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Maybe it’s a business you want to open, a nonprofit you want to spearhead, a product you want to sell, or a blog you want to start. You’ve probably been saving money, jotting down possibilities, and sharing your idea with friends and family.

So, for you – and for everyone else with an idea, a vision, a dream demanding to be explored, Proof is introducing Launch.

So what’s Launch, exactly?

We’re glad you asked! Launch is an all-inclusive branding package designed for you when you’re ready to take one giant step toward making your dream – whatever it is – a reality.

You may not have all the details ironed out, but that’s okay. That’s what we’re here for. After all, if you wait until you’re 100% ready, you’ll never do it.

Our team will walk with you step-by-step as you discover what your new venture is all about. We’ll listen as you talk through your vision and we’ll help you create something cohesive from all the pieces. Here’s what’s included:

• Understanding Your Branding Workshop in Nashville (travel & accommodations included)
• Custom logo design for your new business
• Memorable and engaging 5-10 page website
• Two dynamic pieces of print collateral (business cards, snazzy brochure, etc.)
• “Launch plan” to help you navigate the first 12 months of your new venture

A la carte, these services can exceed $10,000, but understanding that entrepreneurship is often done on a shoestring budget, Launch offers these services for half that — $5,000.

Oh, and one more thing…

To celebrate the kick-off of Launch, we’re giving away a free Launch package to one aspiring entrepreneur. Just submit your application by June 1 to be in the running.

We’re ready (and really excited) to start this journey with you. Apply now.

Our last Weekend Reading post was a long time ago. Over a year ago, actually. And since one Internet year is the equivalent of something like a thousand human years, we’re basically bring back an ancient practice. Luckily, all these links are current (and awesome). So, without further ado, here’s some online awesomeness for your weekend.

• The Best Way to Network: Serving People: If you hate networking… If handing out your business card and soliciting from strangers makes you uncomfortable… If you value a personal connection rather than an elevator pitch… You’re not alone. But there’s another (better) way to network.

• How Colors Help Make Websites Successful: This is just a good reminder that details matter. Color may hardly seem like a detail, but the subtle meanings we associate to different colors do. In fact, this article says that half of website visitors won’t return to if they have an aversion to the colors in the design.

• 6 Habits of Truly Memorable People: Articles like this are usually tips for being successful, innovative, or creative, but no writes tips on being more memorable. And that’s a great mission. Learning to practice the ideas in this post will undoubtedly enhance your life on a daily basis.

• Why Successful Branding Still Happens Offline: “The businesses that will be the most successful in the future are the ones that embrace a model that puts people– rather than technology – at the center of products, campaigns and market strategies.”

• Gale-Force Winds Directly to the Face: This has absolutely no branding value what-so-ever, but it’s completely hilarious (and a little creepy). And hey – aren’t hilarious, creepy photos what Fridays are all about?

And a recap from our little corner of the web:

• Branding Lessons from Pet Day Care: It turns out we can learn quite a few customer service lessons from pet day care (who knew?).
• The Market for Something to Believe In: The TOMS brand is based on a belief that together we can create a better tomorrow. And guest what? It works.
• Entrepreneurial Spirit: Best When Shared: Announcing a fantastic panel of entrepreneurs who will be telling their stories at this month’s Triple B! Mark your calendar for May 31, folks… This isn’t something you’re going to want to miss.

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Have you ever stopped to consider the power of entrepreneurship? I mean, take a look around you. Those companies – restaurants, retailers, nonprofits, coffee shops, grocery stores, and literally all the others – only exist because someone was willing to take a chance on an idea.

We all have an idea. We all believe in something. We’re all entrepreneurs. There’s a great quote by Howard Thurman that goes like this:

“Don’t ask what the world needs. Ask what makes you come alive, and go do it. Because what the world needs is people who have come alive.”

If there’s one thing we’re passionate about at Proof, it’s that entrepreneurial spirit that drives innovation and makes dreams into realities (that’s why we’ve introduced Launch, after all). So for this month’s Triple B (Beers, Bags, and Branding), we’re bringing in a panel of speakers who embody just that. Come out, have a drink (on us), and hear from these fine folks:

• Brett Henley: Author, i am convicted. (http://www.iamconvicted.com/)
• Jacob Weiss: Social entrepreneur and founder of Playing By Air Productions, High-Wired Communities, Catch It Early, Will It Juggle, CanConnect, and most recently, Creativity Moves. (http://jacobweiss.net/)
• Matt Dudley: Founder, The Skillery. (http://www.theskillery.com/)
• Laura Click: Founder, Blue Kite Marketing (http://flybluekite.com/)
• Matt Cheuvront: Co-Founder, Proof Branding (http://www.proofbranding.com/)

So whether you’re already an entrepreneur, ever want to be one, or would just like to have a beer with some great people, this is for you. We hope we’ll see you there!

• When: Thursday, May 31 from 5:00-6:30
• Where: Courtyard of Corsair Taproom (1200 Clinton Street #110 – Nashville, TN – 37203)
• Are you in? Please RSVP to: micah (at) proofbranding.com.

I love the TOMS brand. In fact, I love their entire “One for One” movement. But the truth is this: Even though I think the company is fantastic, I don’t love my TOMS shoes. They’re nice sometimes and I do wear them, but they’re by no means my favorites.

And let me tell you something: If you can love a brand while only liking its product, that brand is doing something right.

What TOMS is doing right is that they’re giving me (and everyone) something to believe in. Because as Hugh MacLeod has aptly stated, “The market for something to believe in is infinite.”

On their website, TOMS shares this story behind the shoe:

TOMS was founded in 2006 by Blake Mycoskie, inspired by a trip to Argentina where he saw extreme poverty and health conditions, as well as children walking without shoes. That’s when he recognized the traditional Argentine alpargata shoe as a simple, yet revolutionary solution. He quickly set out to reinvent the alpargata for the U.S. market with a simple goal: to show how together, we can create a better tomorrow by taking compassionate action today.

TOMS could just be a shoe company. And if they were, I probably wouldn’t own multiple pairs. I might not even own one pair.

Instead, they made their product about what they believe in. About what their audience believes in. Everything else – from the introduction of new styles and a sunglasses line, to their annual “One Day With Out Shoes” – supports those ideas.

When choosing how to market ourselves to potential customers, how often do we limit ourselves to our face-value features? And how much more could our brand resonate with our audience if we introduced a new dimension of values?

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There’s a pet boarding center in my town called The Farm at Natchez Trace. It’s pretty fancy… I’d probably love going there if I was a dog. There’s a lot of open space for them to run free and they even have different areas for different types of dogs. For example: They have large suites for families of dogs, private rooms for elderly dogs, and a special wing for special needs dogs.

Oh, and every suite includes room service, maid service, in-suite TVs, climate-controlled fresh air system, and comfy beds & blankets. Like I said, it’s fancy.

So anyway, my parents dropped their Yorkshire Terrier (Molly) off there this week while they went out of town and somewhere in the middle of their trip, my mom forwarded me an email. This email:

The people who run The Farm understand their customers. Pets are usually like children and leaving them alone in an unfamiliar environment can be very stressful. In the same way that parents like to call babysitters to make sure their kids are okay, pet owners like to know their pet is okay.

With the “check in” email, The Farm essentially says, “We know how you feel, and we want to reassure you that everything’s fine. And just to prove it, here are some pictures.”

As business owners in any industry, there’s a huge lesson here. Actually, there are a few huge lessons.

Know What’s Needed

(Emotionally, not physically.) Obviously for The Farm, the physical need is a building where a pet can stay. But pet owners need more in order to feel comfortable and confident leaving their pet with strangers. The owners of The Farm know that, because they’ve walked a mile in their customers’ shoes. The email provides emotional reassurance that everything is, in fact, just fine.

Similarly, we often have clients at Proof who physically need branding services to launch a new company, but what they emotionally need is some encouragement and a few reminders that, “It’s going to be okay and they’re going to do great.”

Check In

It’s no fun to invest in something and end up being met with radio silence from the other end. When your customers and clients are trusting you with something important to them, gentle reminders that you still exist are all but necessary. Even if you don’t feel like there’s anything to report. The point of checking in isn’t always the news… A lot of times it’s the thought that counts more.

Provide Unmatched Service

If you exercise the first two lessons, this third one comes pretty naturally. Providing unmatched service means paying attention to the details that other people neglect. I guarantee that whatever industry you’re in, there are holes that need filling. There are places for improvement that, if addressed, will make your customer feel more comfortable, more confident, and more likely to recommend you to someone else. Find those holes and fill them with your product or service.

…And then follow through. Because none of this matters if you don’t live up to the hype. 

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How often do you shake a hand?

Here’s my guess: Not as often as you used to. …Am I close?

The Internet makes it easy to get more comfortable with virtual relationships and less comfortable with the real stuff. More and more often we build marketing plans around Google rankings and tweet schedules and don’t leave room for a face-to-face conversation.

Now don’t get me wrong: Social media is important and needs to be done right. But sometimes (and I’m totally guilty of this) we’ll be around people we’d like to get to know, and instead of walking over and introducing ourselves, we make a note to find them on Twitter.

It’s easier, right? Isn’t that why we defer to social media to mediate the relationship? Having a conversation through 140 characters at a time certainly is easier than being vulnerable and approaching a stranger.

But here’s the kicker: Relationships are not easy. In fact, a lot of times relationships are hard. But that’s when you learn about the other person’s honesty, integrity, and reliability – and when they learn about yours.

When our marketing tactics bypass the handshake and get too focused on our online strategy, we might show people that we’re funny or knowledgeable, but we can’t demonstrate those deeper values that let people know they can trust us with their money, project, or ideas.

The best thing for your company will be when people say, “I know that guy – he’s a great guy,” rather than “I follow that guy on Twitter – he seems nice.”

The latter indicates a good strategy. The former indicates a great brand.

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Storytelling isn’t a new thing. Actually, it’s one of the oldest things there is. But the idea of harnessing story as a marketing and branding tool is relatively recent. Twenty years ago we were at the mercy of a single image on a billboard or the 30 seconds of a television commercial to reach the masses, now we have more dedicated and in-depth mediums with social networks, blogs, and websites.

Where a story was hard to communicate before, it’s easy to do now. And for the official record, this is important and necessary. If you’re still relying on gigantic images and quick pitches, let me assure you that people are learning to tune it out – if they haven’t already.

Stories captivate. When we hear a story, it’s human nature to become introspective. To relate. And then to share. We’ve been doing it for thousands of years.

But I’m going to advocate for taking it a step further. As often as we can, we need to do more than tell stories. We need to bring other people into them. We need to make our customers and supporters characters and give them a role.

This is why Kickstarter is excelling. In a recent Fast Company article, Robert Fabricant makes the following observation:

Consumers don’t just want to understand the story. Increasingly, they want to be part of it, which is something even Apple won’t let them do. … While people love their Apple products, they are looking for a stronger link to the products they use. They want to get closer to the source. Kickstarter offers anyone the opportunity to be the first to discover, invest, and share a new product concept within a circle of friends, which alone is worth some money down even if the product never actually makes it to you doorstep as promised.

You can have a great product. It can even be a brilliant product. But without a story that engages and involves the consumer, it will still leave them wanting more. This means something different for every brand. Those who utilize Kickstarter involve the consumer through financial support, but for your brand, that support might be attendance at an event, article submissions, or guest posts on your blog.

When people feel they’re a part of your story, they’ll be more likely to stay in the narrative over time.  That’s the beauty of reminding people they matter. 

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When I was in college, I had quite a few side jobs. A lot of times, they involved preschoolers, but when they didn’t involve preschoolers, they involved brands.

Over two years, I held three different Brand Ambassador positions with Glacéau, Chegg.com, and Procter & Gamble. Basically, my job with each one was to be a brand evangelist in the most enthusiastic way possible. I talked the brand up, delivered free stuff to people, shared discount codes, hosted events, managed Facebook pages, plastered the campus with stickers, and drank more than a reasonable amount of vitaminwater (it’s hard to avoid with cases of it in your garage).

They were all pretty great gigs, especially for a college student. I mean, I was getting paid to hand out free stuff and share a brand’s mission and vision with other students. It was even better because I personally loved the products I was telling others about. And honestly, it worked. It got samples into the hands of each brand’s target market and generated awareness, social media growth, and ultimately, sales.

There are a lot of lessons here related to word of mouth marketing and the value of “free,” but I think an even better one is in equipping your employees to be an extension of your brand.

After all, your employees are your strongest advocates and biggest asset.

They already believe in you enough to invest 40 hours of their week into what you’re doing… not to mention they have quite a bit riding on the success of the company, themselves. The more you excite them and inspire them, the more willing they’ll be to carry the brand out into their lives.

They’ll be able to excitedly share when asked the inevitable, “What do you do?” at a wedding reception.  And they’ll probably be more aware of opportunities to hand out a business card.

See, people like to avoid sounding lame (shocking, I know). So if your employees are discouraged, bored, or indifferent toward the work they’re doing, they won’t talk about it.

When it’s spelled out, it seems like common sense, but a lot of times it’s easy to be so preoccupied with the consumer we forget to motivate our employees and remind them why their work matters – both to themselves and to others.

Equip them with everything they need to represent the brand well. Don’t know how best to do it? Ask them.

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