Personal Branding (and Why it Matters!)

In today’s day and age, information is everywhere. We can’t escape it! We are bombarded by information, reviews and opinions on the Internet, television, social media sites, chat groups, text messages, and hundreds of other communication channels. In essence, we live in a world of constant connectivity with global audiences.

I know I talk a lot about product branding, but given our exposed lives, we have to understand the importance of personal branding as well. So I ask, have you taken the time to evaluate how you and your business come across on various channels? This is something that we should all be monitoring regularly in order to ensure that we are maintaining a positive impression.

In this age of information, personal branding is absolutely critical. It is how we appear to the world – our colleagues, friends, family, clients, and even strangers. If you show up to a meeting looking a mess, how can anyone trust you and have confidence to keep your business looking good? Our personal brands need to be well defined and consistent in order to successfully “self package” and market ourselves.

We’ve heard some great speakers and have done a lot of research on personal branding, and as a result, we’ve created this checklist to help.

Take a moment to evaluate your personal brand:

Branding Must-Haves

• Professional headshot
• Biography (both long and short versions)
• Business card
• Speaker one sheet
• Capability single sided, one sheet
• Media kit (if appropriate)
• Testimonials or case studies from clients

Leadership Roles

• Board member
• Committee member
• Association member
• Volunteer
• Industry award winner

Thought Leadership

• Publish an article or column
• Keynote speaker at an event
• Create a white paper
• Publish a book
• Blog regularly

Digital Influence

• Do you have a website?
  • Is it mobile adaptive?
• Have you Googled yourself or your company?
• Are you an obvious expert in your field?
• Does your Google search produce mostly positive or negative results?

Social Media Authority

• Facebook professional page
  • Do you have an engaging profile picture and cover photo?
  • Do you update content and post regularly?
  • Have you started any Facebook groups?
  • Do you participate in other Facebook groups?
• LinkedIn
  • Is your profile completely filled out with detail?
  • Do you have 500+ connections?
  • Do you post content regularly?
  • Have you started any LinkedIn groups?
  • Do you regularly participate in other LinkedIn groups?
• Twitter
  • Do you have a custom background photo?
  • Do you tweet and re-tweet others regularly?
  • Is your Twitter aligned with your personal brand?
  • Do you tweet articles and updates relevant to your industry?
  • Are you connected with other industry professionals or industry journalists?

After going through this personal branding checklist, how do you measure up? Which categories do you need to work on the most? What should your priorities be to increase your brand presence? Are there other categories you would add to this checklist? Share your thoughts with us in the comments below!

7 Tips for Great Logo Design

Every company has a logo, though some are more memorable than others. Why is that?

Logos can take many forms and include different elements, such as icons, images, typography, and tagline incorporation. As you know, a logo acts as the face of a brand. It is usually the first thing consumers come in contact with and one of the last images they remember; so making a good first impression is crucial. If executed correctly, a logo can serve as an extremely powerful asset to your brand.

Taking time to define your positioning, target consumer base, and long term goals beforehand will greatly benefit you once you sit down to actually create your logo. With these important details in mind, you will have a much easier time creating a logo that will resonate and connect with your consumers, and that can ultimately grow with your company as you continue to expand, shift and evolve.

When it comes to creating or refreshing a logo, there are a few rules of thumb that can help guide the process. Here are seven things to consider when starting or redesigning your logo:

A good logo should reflect your company culture.

What kind of company are you? Are you a financial company, or a business service provider? Are you in the health field, or in the beauty industry? Your logo needs to be appropriate for your industry in order to make sense to your consumers. For instance, if you are a bank, choosing a more traditional font will work to your benefit, whereas if you are creating a cosmetic brand, you have the ability to be more casual and playful. Logos can conform to the expectation of your client base or disrupt it. Deciding in advance how your company will differentiate itself will help you create a brand that aligns with your mission.

A good logo should be enduring.

Trends come and go, as do color combinations and symbols. Ultimately, you want your logo to be timeless and enduring to foster brand recognition and equity over time – being meaningful to current customers and interesting enough to attract new ones. Redesigning your logo every few years to fit the current look or trend will hurt you in the long run. Test out different fonts and colors to see which combination creates the most powerful impact. Now that is not to say that brands cannot be refreshed as a company grows. In fact, some of my favorite branding case studies demonstrate how brands have altered their look over time to remain relevant. However, if you study the brands carefully, you will see that keen attention to detail and equity was paid in every move they made, large or small.

A good logo should be scalable.

This is a really important factor that is often overlooked. Envision your logo printed on everything from a billboard, business card, website and everything in between. It will be seen in many different sizes, both big and small, so make sure it looks nice when scaled up and down. Legibility is key – if letters appear smashed together, or if your logo looks distorted at a certain size, you should reconsider your design. If no one can see or read your logo, you will not gain the brand recognition you need to succeed.

A good logo should be simple and clean.

This goes along with scalability. In order to keep your logo legible, identifiable, and consistent, utilize a simple and straightforward design. Some of the biggest brands out there follow this model. Consider Apple, Nike, Target, and Pepsi – all major, international brands with clean logo designs. 

A good logo should appeal to your target customer and niche.

Not every logo will appeal to every person, or be appropriate for every category. Think about to whom it is you are selling your product. For instance, if you are selling a high end or luxury good item, your logo needs to reflect that through the typography, intricacy of detail, and color combinations. On the other hand, if you are selling a children’s product, your logo should be more friendly, colorful, and playful. Your logo will set the expectation for what type of product you are selling, and will attract the customers you desire.

A good logo will be meaningful.

This is especially important for brands with a social or environmental focus, or mission statement. Your logo design should support your brand’s unique story. You should tie in elements, colors, or imagery that relate and resonate with your brand. Failure to do so will create confusion for your potential customers. A good example of this is the Animal Planet logo, which uses imagery of animals and the environment to support their positioning.

Typography matters.

Again, this may seem obvious, but take typography seriously. If your logo is text heavy or incorporates a tagline, you need to spend time looking at various fonts and sizes before making your decision. Be careful when looking at commonly used fonts, as this may come off as generic. Scripts can be beautiful, however, make sure you test your legibility at different sizes. You don’t want to lose the branding once it is scaled down. Typography is also a great way to make your logo more proprietary, and good partners can help you accomplish this. Add something unique and different – ownable – into your logo. People will remember it.

Do you have any other logo design tips? What brand logos stand out or appeal to you? Are there specific companies that you think have done an excellent job redesigning or revamping their logos? Share your thoughts in the comment section!

Packaging Trends to Watch in 2016

A new year is just around the corner, which means we can expect to see new trends, styles, and movements within every major industry or field. Packaging design is no exception! Consumers are growing increasingly savvy and knowledgeable, and packaging design is constantly shifting in order to reflect changing perceptions and shopping habits.

With 2015 coming to a close, my team and I put together a list of some of the emerging design trends that we’ve been seeing more of. If there is one word for 2016 it is AUTHENTICITY. Packaging, being only one part of a total marketing mix, has to connote and communicate authentically the values, benefits and purpose of the product it carries. Here are six packaging trends to watch out for in the New Year – some support the theme of authenticity, and others focus on transparency and individuality, but together there is no hiding the fact that companies must pull back the green curtain and share what they’ve got whole-heartedly.

The “Artisan” Look

Hand drawn fonts and graphics on packaging are expected to make a big return in 2016. A handmade look or design gives off an artisanal, handcrafted feel that speaks to a more authentic, high quality, perceived better ingredients, and a rich tradition or heritage. Packaging with a handmade or artisanal look gives the impression that each product is unique or made in small batches with more attention to detail and quality – the opposite of a big brand commercialized product. Be wary though, just because it looks handmade does not mean it is. Get to know the company, their culture, and whether they are truly authentic or not.

The Nostalgic or Retro Influence

Lately, we have been noticing a lot of brand redesigns that utilize a historical, vintage or retro aesthetic. This style goes along with the handmade feel that was mentioned above, but it harkens back to heritage, tradition and time, not production methods. Packaging inspired by history is meant to foster loyalty with customers by evoking nostalgia for past glory days. Hey, if the company has been around for a while, they must know what they are doing, right? Brands recall their history by using images from their archives or by creating “retro” packaging that takes us back to our childhood and easier days. Some companies create this historically-inspired package through minimalist design, illustration, and simple fonts. Although these designs may appear to be a “thing of the past,” they actually come across as relevant and new in 2016. You know what they say, “What’s old is new again.”

Abstract Design

Abstract art is making a big comeback on labels and packaging design, particularly for premium products and luxury items. Abstract design draws upon shapes, forms, colors, and lines to create patterns and compositions that appeal to buyers, mainly because it forces them to think about, engage with and interpret a package on their own without being spoon-fed the information. By using abstract art on packaging design, the package acts like a canvas. The result is a very art-focused, elegant looking, and high quality design that stands apart on a crowded shelf and has a more individual quality.

Transparent Windows – what you see is what you get

Transparent cut outs or windows in packaging design are becoming increasingly more common. These small windows are both appealing and functional, allowing the consumer to actually see what it is they are about to purchase. The whole principal behind this design trend is that “seeing is believing.” Consumers want to know that what they see is what they get, and that they won’t be fooled, shocked or surprised when they open up the box. This trend is fueled by the fact that more and more shoppers are searching for clean, natural, and healthy foods than ever before. They are searching for authenticity and honesty in every way they come in contact with the brand.

Eco-Friendly, Sustainable and Functional

Eco-friendly packaging is quickly becoming a necessity in today’s “green” world. Shoppers want packaging that they can ultimately repurpose, reuse, or recycle after consumption. This is one area within packaging design that is extremely innovative and constantly evolving. For instance, there are companies whose packaging can be planted after use to grow flowers, and coffee cups and pods that are durable like plastic but are made from biodegradable material. It is very simple – many consumers prefer to buy from companies that care about their social or environmental impact. It sets companies apart and will increase long-term profits.

Generational Packaging – who are you talking to?

With multiple generations in the market all with strong buying power, speaking directly to your consumer will become more and more important. We used to market to an 18-65 year old consumer – this is not the case today. Today, we need to speak directly to our target consumer, in language and visuals that THEY understand. Gone are the days where we can use packaging to say how great the product is. Now we have to create packaging that tells the consumer WHY they should buy it. Why does it matter to them, how will it solve their problems and how will the product contribute the greater good? That is a huge responsibility, and a bit of a paradigm shift for brand managers.

What other major packaging design trends have you noticed? In your opinion, what trends are on the brink of popularity? What do you, as a consumer, look for in packaging design or functionality? Let us know what you think in the comment section below!

Closing the Generational Gap in the Workplace

Why is it that each generation feels the need to belittle the next?

The other day, I saw a video on Facebook that mocked the work habits and commitment of the Millennial generation. Though it appeared to be a “comedy” and generated a chuckle, underneath the script was a thread of truth, or at least truth in perception. I shared it with my team, and stepping back to watch it brought me back to my twenties when I received the same type of “pseudo” humor about the slacker, worthlessness of my generation – Generation X.

I started my first business because of the articles and rhetoric being put into the media about the slacker generation. I had just come back from Australia as a Rotary Scholar, earning my graduate diploma in corporate graphics and serving as an ambassador of the United States to other Australian Rotary clubs. Slacker? Not me! I graduated Summa Cum Laude from college with a minor in Italian language, worked 40+ hours a week, supported myself and did not mooch off my parents, all at the tender age of 23. How dare they call me a slacker! So I started a magazine called Hinge. My goal was to change the name of my generation from Generation X to the Hinge generation, a group that would bridge the Baby Boomers and Gen Y (now known as the Millennials). I worked with a friend at the time who was an editor, and together we created a black and white printed zine, printed on hemp paper no less, that we distributed by foot to coffee shops, newsstands and record stores like Tower Records. Yes, I am dating myself, but that was how it was done then! We gathered articles, creative writing, poems, art, Op Eds and more, only from contributors born into Gen X. It was a great magazine and a great first business. Though it failed and I declared bankruptcy at age 25, it started my love, passion and interest in entrepreneurship, generations, generational marketing and more.

A year ago, I had the opportunity to increase my staff and hire a Millennial, and I can tell you she is the complete opposite of the lazy, clueless individuals featured in that video. I know a lot of really amazing, talented people in their 20’s and 30’s who make me look like, yes, a slacker (and believe me, I’m not!) Not only that, but I continue to learn so much from them everyday, opening my eyes to a fresh new perspective that without them I would be blind to.

Today, I have created a course, called Engage Every Age, on generational marketing together with Anne Loehr, another amazing, diehard Gen Xer. We feel that generationally focused messaging, imagery and positioning will be the way marketing is done in the future, and many are just too self focused to currently see it.

Open your mind and take in all that different generations have to give, from Traditionalists to Baby Boomers to Gen Xers and Millennials. It will improve your life, your relationships and your business in the long run.

Here are a few tips to help you close the generational gap and engage with each generation:

• Communicate! Set expectations upfront about what is appropriate for both internal and external communications. Each generation holds different ideas about what forms of communication are appropriate when it comes to email, instant messaging, and face-to-face conversation. Each generation also has specific words that resonate with them. Learn the words that work for the generation you are trying to communicate with. Visit www.engageeveryage.com.
• Show respect! Respect different values and keep an open mind. Each generation has different values and beliefs. You may not understand them, but you need to respect and accept them in order to work well with other groups of people.
• Be willing. You have to be willing to listen and learn from other generations. Being aware and actively listening to others will result in less disputes and miscommunications, both at work and in your personal life. Just because we did something one way does not mean that it is the best way to do it in the future, whatever it may be.
• Engage. Create opportunities for participation. Everyone wants to feel included and heard. Be sure to ask others for their opinions in meetings and invite people of other generations to speak up. Foster collaboration by creating a safe, nonjudgmental space for brainstorming, where everyone is heard equally.
• Celebrate. Recognize achievement at all levels. Identify what motivates each generation and adjust your approach accordingly. Different groups of people are motivated by different factors, such as opportunities for advancement, personal development, flexibility, or higher purpose. There is no “one size fits all” method.
• Set parameters. Get on the same page regarding formality. Generally speaking, older generations are accustomed to a more formal workplace, where business suits and face-to-face meetings are the norm. Younger generations are more likely to have experienced informality in the workplace, where jeans and email are appropriate and expected. Address the workplace culture and expectations upfront so that everyone has the same understanding.

Working alongside and embracing people of different generations has so many benefits, both in the workplace and in your personal life. People of different age groups bring something new to the table, and offer a fresh perspective or lens that you haven’t considered before. With four different generations currently in the U.S. workforce, learning to work with different generations is something we will all have to do.

What do you think about generational gap that exists today? How can we close the gap and stop future generations from receiving the same treatment? What are other tips that you follow or have seen others use to better work with people of different generations? Tell us what you think about this topic below!

The Power of “Owning” a Color

The other day, I came across an interesting post on Facebook. Now that the holiday season is in full swing, it’s not unusual to see a slew on holiday-related posts on my news feed. However, this one in particular caught my eye. It was a picture of a Christmas tree made out of red-soled high heel shoes.

I’m sure that many of you (if not most of you) would instantly recognize the designer of the red-soled shoes – Christian Louboutin. The Louboutin brand is famous and widely recognized for their red soles, which no other footwear brand owns. That red color has become iconic.

This reminded me about the power of truly “owning” a particular color in a category. Many major brands have claimed a specific color for their brand and within their category. Companies who have successfully done this include Tide that own orange in laundry, UPS brown, Tiffany blue, and Starbucks green. These brands have been so successful at “owning” their colors (either through trademark or just widespread recognition) that even seeing that particular shade reminds consumers of that brand. Now that is powerful branding.

It’s important to note that “owning” a color differs by category. For instance, the Louboutin brand owns red in footwear, but Coca-Cola owns a red in soda/beverages. Two brands can utilize similar colors, as long as they are in different categories, without any legal ramifications or consumer confusion.

Here are a few reasons why your brand should consider “owning” a unique brand color:

Sets you apart

Having a distinct, recognizable color sets you apart from other competitors in your category and gives you a visual point of differentiation. In the food and beverage industry, there are so many products out there on very crowded shelves and aisles. This makes it easy for brands to get lost on shelf. Having a unique color prevents this from happening. Take Tide, for example. When walking down the detergent aisle, all you need to do is spot that bright orange color and you know exactly where to go. Regardless of other factors such as packaging structure, design, and marketing, the “ownable” color speaks for itself and instantly sets Tide apart from other detergent brands. Plus you can send your significant other to the store and say, “Get the orange one, please!”

Creates consistency

When an ownable color is used constantly on all touch points of the brand, this creates consistency. Consistency breeds trust, and trust builds repeat purchase. A consumer must come in contact with a brand 8 times before they actually register that brand in their minds. Utilizing an ownable color can speed up this process. People buy from businesses and companies they trust, so using a consistent color on everything from packaging, collateral, websites, and more will help build that trust.

There are some challenges to this. You have to plan and know what you are doing, or work with an expert who does. This is why working with you neighbor or cousin may not be the best idea. Be sure to chose an ownable color that you can reproduce in spot and 4-color process, coated and uncoated variations. Not all colors replicate well in both spot and process, and when the color deviates from a consistent standard, it can have a negative effect and dilute your brand equity and trust.

Fosters recognition

Having an ownable color and using it on all of your branding and marketing materials fosters recognition over time. This is ultimately the goal of an ownable brand color. When a consumer first experiences your brand, they will take the time to explore it, reading information, learning your story and more. Over time, however, the consumer will reduce that time and rely on elements or visual equity that identify your brand. The goal of an ownable color makes it easy for the consumer to find and purchase your brand, and they appreciate that. For example, consider flipping through a magazine. Imagine seeing an advertisement with a smiling woman holding a small eggshell blue jewelry box. The logo does not even have to be on the box, and I’m sure most of you would assume that it is a box from Tiffany & Co. That shade of blue, particularly on small jewelry-type boxes, is so recognizable that nothing else is needed for the reader to realize it is a Tiffany’s box. Tiffany’s is now one of the most widely recognized and iconic brands of our time.

What do you think about the idea of owning a particular brand color? What are other examples of companies that have done this successfully? Share your ideas with us below.