Targeting Your Ideal Audience.
Attracting the right people to your brand is key to your success. In fact you could say its the whole point. The right people get it. And they’re into buying from you. But who are they you wonder, and where are they hiding? They’re your “target audience” and a subset of your “target market”. Here’s an example. You may have a target market of “Mom’s Who Buy Groceries” with a target audience of...
Logos vs Brands.
Logos & Brands Are Different. Brands Include Logos.But Logos Are Just Part Of What Brings New Brands To Life. A Brand is the full expression of your company’s identity and includes visual...
Branding And “Beginner’s Mind”.
Food and beverage company founders feel that nobody can know their product the way they do. As a result, they don't relish input from others and often feel that copying success will lead to success....
Better, Faster & Cheaper Design.
A Good Creative Brief Makes All The Difference. Graphic designers should solve business problems.If you’re used to telling your designer what to do, you’re… 1. Doing yourself a disservice2....
Advertising Is Now “Conversation”. Hold The Monologues. Thanks.
My brother and I were talking the other day about parenting. We talked about our kids and how we valued their trust and openness. It’s a new generation. Our kids think different, and...
In Praise Of Colourful Language.
Descriptive words build real value. A well-written product description defends your price, differentiates your product from other similar choices and delights customers who feel they have just found...
“Colour Me Confused,” My Client Said…
Ever notice how the corporate colour on your vehicles looks all wrong online? Or how the PowerPoint presentation you loved onscreen looked terrible printed out? You’re not going crazy and your...
5 Ways To Better Understand Your Customers.
How well do you know the people your marketing is trying to reach? When you engage the services of a designer or marketing firm it’s important to remember who you’re supposed to be talking to. Your...
Your Super Powers Are Key To Building A Great Brand.
You must think you're pretty special. If you don't, why not? The fact is each of us and each of our businesses are special in some way. And our challenge as business people is to find ways that...
Snipes And Your Messaging.
Why Drawing Attention to Everything = Drawing Attention to Nothing. For smaller brands with limited advertising budgets, your packaging may be the ONLY experience your customers have with your...
You Talkin’ To Me?
Have you been to a large social gathering lately? Maybe a family reunion? Or a networking event? One minute you’re chatting with your Aunt Mable, 85, about her flower beds and the next minute you’re...
Design In The Wild
A few years ago my colleagues and I were working on some designs for a line of tortilla chip packages. We’d each spent over a week on our designs and each of us felt really confident in our work....
Free Money
Got your attention? Did you know that your BC Government wants you to succeed?Helping business helps people get jobs. (and I’m sure they appreciate the extra tax revenue successful businesses...