Understanding how much to spend on a logo means understanding what a logo does and doesn't do. Plus, 4 tips for deciding how to invest in a logo design.
Category: Process+Best Practices
Filling the Vacancy of Action
There are those rare people who want to move projects forward. They see stagnation around certain issues and they fill the vacancy of action. (Thanks to a client—one who does take action—for sharing that phrase.) Read more
Every Task Has 5 Steps
Now Hiring a Solution
Figuring out what job you're hiring that logo, website, company name, brochure to do.
Messagecraft: Benefits Light the Path
If there’s one thing you can do to activate your brand image, it’s to improve your writing.
Better writing connects with your customers or prospects.
People feel connected if, when reading your copy, they feel like you have considered their desires, fears or needs.
And people who feel that way want more of what you’re selling. This goes for selling a plumbing service, getting people to read your annual report or attracting new members.
One thing that prevents this connection from happening is a focus on features, often masquerading as benefits. Read more
Permission To Be Demanding
You’re hiring a designer or marketing person and can’t wait for the process to unfold.
Or…maybe not.
Most likely you have some uncertainty. You don’t know how to choose a consultant. You’ve never been through the process. You don’t know which questions to ask. You don’t speak the same language. You’re worried about money. You have a committee to please. You’ve got your other work to do.
Oof. Read more