Images can say so much. Let me demonstrate with these three images:
None of these images include a company name, but you instantly know which companies they represent. That’s the power of a custom logo.
It may seem less expensive up front to use a design from the clipart options on your PC or through an online service, but in reality, you are selling your business short by using a generic design option. The value of your company’s image is drastically decreased if someone else is using the same logo as you to represent their services – a real risk you take when using clip art as a logo.
The design associated with your company should require the same amount of thought and creativity that you put into your company’s name. These two pieces are integral parts for successful branding, which allows you to maximize your advertising and marketing possibilities. The investment in a custom logo is a small price to pay when compared to the value of being instantly recognizable to customers.
Each logo will be unique in how it represents a business, but every logo should be:
- Simple - Less is more when creating your design. The simplicity of the three well-known corporate logos above clearly demonstrate this point.
- Scalable - Your design should work on your business cards and billboards. It should be recognizable no matter what size it is.
- Versatile - Your design should looks as good in black and white as it does in color. This allows the logo to be printed, screen printed, embroidered and more.
- Memorable - You want people to remember your business- your logo is the perfect way to ensure that.
Posted in Design.
Tagged with logo.
By Melissa
– September 16, 2009
Business partnerships can be the exact thing your company needs to launch a new product, revamp an existing one, or create new opportunities for advertising and marketing. Related small businesses can help one another find new leads by forming creative and unique partnerships.
Establishing a strategic partnership may seem overwhelming, but following these four steps can help get you moving in the right direction.
Step 1: Identify a Partner
The first step in an effective partnership is identifying another business that shares the same clientele you target, but offers those patrons different services. For example, a wedding photographer may benefit from a partnership with a wedding planner, or a dog grooming business could partner with a dog walking service.
Step 2: Make the Proposal
After identifying a potential match, it is essential to ensure that both businesses are on the same page. Express clearly what each business will provide to make the partnership successful. For instance, partners could offer one another:
• space to display literature in the storefront or lobby
• a listing on a “preferred partners” list that is shared with client
• a featured article in business newsletter or e-blasts
• a “finder’s fee” for successful referrals
• special discounts for clients referred to one another
Ideally, a partnership proposal should benefit both companies equally.
Step 3: Establish Mutual Marketing and Advertising Programs
Once the two businesses have agreed upon suitable terms, the team should create marketing tools for display or distribution. Professional materials will always add credibility to your services, and provide advertising in a new location. Business cards, magnets and brochures are great ways to get the word out about your products and give people a strong impression of your work. Consider these display items as a means to have a conversation with a potential client, even if you’re not there. Keep in mind that when a partnership is housing your advertisements, it is polite to provide proper displays for each advertisement. A desktop holder for brochures, or business cards, for example, can be purchased at any office supply store.
Step 4: Maintain the Partnership
Once everything is in full swing with you and your partner, remember always to notify and thank your partner for referrals that are sent your way. Set up a way to ask and track how new clients heard of you, and if it is from the partner, be sure to send along your thanks. If the referral happens to be particularly important, or high in volume, a gift of sorts may also be appropriate for your partner. In turn, be sure to mention to your strategic partner when you have referred a client in their direction so that they know you are working for them as well.
By using these steps as a guide, your business will have a clear map in hand of how to attain and keep a strong business partnership.
Posted in Marketing.
By Melissa
– August 27, 2009
The printing industry is full of jargon and choices that can be overwhelming. One of the most important decisions to make when printing your material is the method that will be used – digital or offset. Because each printing job you may need is different, it is helpful to understand how each option works, and how that decision affects the final product.
Offset printing is the most common option in the commercial printing world. This method is good for high volume jobs and is known for the high image quality it produces. In offset printing, the print image is burned onto a plate and is then transferred from the plate to a piece of rubber, and then from there makes it to the printing surface. The offset printing process depends on the repulsion of oil and water, as the image to be printed gets ink from ink rollers, while the non printing area attracts a film of water, keeping the non printing areas ink-free.
The digital printing process, as the name suggests, uses less mechanical effort to do a very similar job as its mechanical counterpart. Instead of ink, digital printing uses toner, a powder-like substance that is essentially “melted” onto the paper using a laser. Toner tends to have a shinier appearance than ink, as it sits on top of the paper instead of soaking into it.
Although both methods will provide you with a good product, a little pre-planning will give you the product you need for the best price. When thinking about which printing option to use, keep these five categories in mind: customization, turnaround, colors, printing mediums and quantity.
Digital printing:
• Faster turnaround than offset printing
• Ideal for low-volume print jobs
• Best for pieces that require customization
• Affordable option to print full-color in smaller quantities
Offset printing:
• Higher quality image
• Allows for more paper stock options
• Lower cost-per-piece for high-volume print jobs
• Most cost effective for jobs requiring one or two colors
By understanding the differences between digital and offset printing, you will be headed toward printing perfection.
Posted in Printing.
Tagged with color printing, digital printing, offset printing, printing process.
By Melissa
– August 20, 2009
In the professional world, having an impressive business card can be just as important as showing up on time and being well dressed for a meeting. These small 3 ½ by 2-inch cards are often the one thing a prospective client has to remember your company by. Moreover, the cards often stand on their own inside presentation folders and in mailings as the sole representation of your services.
When you stop to think about how often business cards are used, you understand why it’s essential to create a card that is readable, informative and unique. After all, these small, cardstock workhorses are often the very first form of advertising for new business owners.
Before reaching out to a designer or a print shop, spend a few minutes thinking about what information would be most beneficial to include. In addition to your name, the business name and contact information, some out-of-the-box ideas include:
Using the back of your business card to record future appointments for your clients. This ensures that your company’s name will stick with your client and allow quick and easy access to your information.
Transforming your business card into a “frequent user” card. Promote the continued use of your company’s servicesthrough a “club card” that rewards customers for repeat business. With every purchase, they receive a stamp and work toward a free reward. This is incentive for the card to stay with the person, which in turn, means your business name will also stay with them.
Finally, the layout and design are the most important elements of your business card. A professionally designed business card is the quickest and easiest way to demonstrate the quality of the product or service you offer. In a potential customer’s mind, a top-notch business card represents a top-notch company. Even the smallest of budgets can accommodate a professionally designed business card.
With a clear, professional and eye-catching business card, your company’s message and services will be advertised not just comprehensibly but also in an attractive manner. Your customers will keep your information on hand, helping you to be the first call they make when they are ready to purchase your product and service.
Posted in Design.
Tagged with business card, Design, logo.
By Melissa
– August 11, 2009
Trifold brochure for Direct Tax and Financial Services
Glatz Creative recently finished a new brochure for Direct Tax and Financial Services, which is owned and operated in southwest Fort Worth by Vanja Djuric. Check out the full-size version of the brochure here.
In addition to crunching numbers and helping businesses and individuals reduce their tax bills, Vanja (prounced VON-yuh) has a compelling personal story. We worked on a press release together that celebrated her new CPA license as well as her inspiring background as a survivor of the Bosnian war. I’m pleased to report that the local newspaper published a portion of the press release in their business section.
For more information about finding your financial peace of mind, check out Vanja’s site at www.directacct.com.
Posted in Design, Portfolio, Writing.
Tagged with brochure, Design, press release, Writing.
By Melissa
– July 27, 2009
When I meet new people, I typically answer the obligatory “what do you do?” question with a small phrase: “I’m a writer and a graphic designer.” Ninety percent of the time, those same people come back to me later and say, “OK, but what EXACTLY do you do?”
Because I have been writing and creating designed documents since I was 12 years old, I forget that not everyone is familiar with the communications process. I like to think of myself as a visual communicator. I always aim to tell a story in a compelling way, both through words and imagery.
The process is fairly simple. First, I let the client tell me everything they could ever possible want to tell someone about their business. Then, I help them find the “hook” or the “juicy bit” that will grab someone’s interest. It could be a narrative about the reason they got in the business, or it could be a story about how their product changed the life of one of their customers.
Then, I work with the client to determine the best way to present that story. Sometimes, we update their Web site with a new focus on the compelling story. Other times, we create marketing brochures or flyers. In all instances, the content is king. The layout and images must fully support the story we’re aiming to share.
Next time someone hands you a brochure, take a moment to analyze how useful it is to you. Does it capture your interest? Does it look professional? Does it give you information you need or want? Does it mandate a spot on your bulletin board or in your filing cabinet? With proper visual communication, a brochure should do all these things and and more.
Posted in Design, Writing.
Tagged with Design.
By Melissa
– May 29, 2009
