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Will You Add? - Branding, Concept, Communication and Focus Testing
If you are operating a home-based business, you probably already know that your site should be filled with useful content, be optimized for the search engines, and listed in the various online directories. You may, however, be forgetting about business leads – another important part of your online venture.The main problem in attempting to grow your business will be the lack of a solid customer base. All start-up ventures have to deal with this sort of obstacle; it is not an easy obstacle to overcome. You already know that the competition on the Internet is quite tough. In addition to this, it is probable that your potential customers
Building a brand requires the same four questions necessary when planning a trip: When do I want to go? What do I want to do? Where do I want to go? How will I get there? It’s always a great time to plan a vacation, and it’s always a great time to build your brand.Consumers begin forming opinions of your product and organization as soon as you break into the marketplace.If you’re not controlling your image and message, it’s being controlled by others through their perceptions of you and your product. A successful brand strategy makes sure that a compelling message is delivered correctly to your target market. The time is now to start
On the other hand, there are many talented Web designers to choose from. But talent will only take one so far. A designer has to understand and master the essence of design: Design with purpose, Create with purpose, and Implement with purpose.
As with the world of print, TV, and radio, a designer must design with four specific goals in mind:
Branding Good branding makes the cash register ring. Take Fox News as a case in point. Unlike CNN or MSNBC, Fox strives to be a bit more edgy and bold -- and they lead the pack. Their logo animation, bumper graphics, and over-the-shoulder graphics are bright primary colors. Even their music is a bit edgier with guitar riffs versus the subdued music tones of the other stations.
Concept A great concept on a shoe-string budget will blow away a weak concept on a multi-million dollar budget any day. For example, how many truck or SUV commercials have you seen with guys careening through mud or snow-covered mountain passes as the words scream out “Chevy Tough” or “Ford, Built to Last.” I can’t believe executives at these car companies spend millions each year on poorly conceived advertising campaigns.
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and strolls up to the school entrance while an older student, with his eyes glued to the Hummer, says “cool.” This is a “concept;” a very well executed concept. It strongly conveys an attitude. Even Hummer’s theme music has attitude. The bra
Though many of the Lean tools have originated in the Toyota Production System, the maturation and migration of them to non-manufacturing settings is a natural evolution. This evolution builds on the foundation of Lean in the plant and adapts the concepts to other venues.5S Workplace Organization is one lean tool that is increasingly applied in the office as well as in the plant. The basic reason for this cross-border applicability stems from its title, Workplace Organization.The key element of 5S is the getting rid of non-useful material that has accumulated in the workplace. The workplace occupants have become accustomed to fi
As with the world of print, TV, and radio, a designer must design with four specific goals in mind:
Branding Good branding makes the cash register ring. Take Fox News as a case in point. Unlike CNN or MSNBC, Fox strives to be a bit more edgy and bold -- and they lead the pack. Their logo animation, bumper graphics, and over-the-shoulder graphics are bright primary colors. Even their music is a bit edgier with guitar riffs versus the subdued music tones of the other stations.
Concept A great concept on a shoe-string budget will blow away a weak concept on a multi-million dollar budget any day. For example, how many truck or SUV commercials have you seen with guys careening through mud or snow-covered mountain passes as the words scream out “Chevy Tough” or “Ford, Built to Last.” I can’t believe executives at these car companies spend millions each year on poorly conceived advertising campaigns.
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and strolls up to the school entrance while an older student, with his eyes glued to the Hummer, says “cool.” This is a “concept;” a very well executed concept. It strongly conveys an attitude. Even Hummer’s theme music has attitude. The br
Pennypinchers, churls, moneygrubbers, niggards, pikers, pinchfists, scrimps – I HATE them. They have a scarcity mentality and they nickel and dime everyone. I don’t spend any time with them. Frugality is good, but being cheap is not smart when you want to create abundance, friends and happiness. One of the things I have learnt is that I should spend money where appropriate. Don’t take someone to a fast food joint to close a big deal. And don’t spend a fortune on things that show no ROI. But the biggest lesson I learnt is not to do business with tightwads.Pennypinchers want everything for nothing, and they always want discounts. Here
Concept A great concept on a shoe-string budget will blow away a weak concept on a multi-million dollar budget any day. For example, how many truck or SUV commercials have you seen with guys careening through mud or snow-covered mountain passes as the words scream out “Chevy Tough” or “Ford, Built to Last.” I can’t believe executives at these car companies spend millions each year on poorly conceived advertising campaigns.
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and strolls up to the school entrance while an older student, with his eyes glued to the Hummer, says “cool.” This is a “concept;” a very well executed concept. It strongly conveys an attitude. Even Hummer’s theme music has attitude. The br
Very few businesses can claim to be prepared for the loss of key staff. Quite often it is an unexpected and unplanned for event that causes quite a bit of disruption to business as usual.It is quite a gut wrenching experience to see someone you have worked with over a period of time leaving your business. Even if the parting of ways is on good terms with a period of handover, you just know that there is so much information walking out the door with your former employee and there is nothing you can do about it.And this is only just the beginning…While labouring through a period of being understaffed and overworked you are
Now, see if you remember this one. A mother is about to drop her child off at school, and asks if he’d rather get dropped off at the curb instead of directly in-front of the school. The child says, “nah, that’s okay mom.” He steps down from the Hummer and strolls up to the school entrance while an older student, with his eyes glued to the Hummer, says “cool.” This is a “concept;” a very well executed concept. It strongly conveys an attitude. Even Hummer’s theme music has attitude. The br
Ok you have a used car dealer license. You have a great location with lots of traffic going by the front of your lot. You have your ads in the local papers (news paper/auto trader/I wanta/Thrifty Nickel/other print ad book). You may even be flirting with TV spots or Radio spots. So are you selling all the inventory you want to? If you are selling all the inventory that you want to sell then close this article and have a nice day.So you are still here? I guess that means you would like to sell more cars this coming month. Well let me ask you a few questions. Do you have a website? By a website I mean with your own address (http://w
Your Web site or your client’s Web site should convey this type of branding and concept. Think outside the box. Look at other well executed designs for inspiration. Don’t look at the industry, look at the design. Just because you’re building a Web site for a golf course doesn’t mean you should only Google golf courses in your research. Look beyond. Here are some great Web site resources for creative inspiration.
http://www.commarts.com
CA-
Communication Arts, the online counterpart of Communication Arts magazine.
http://www.designinteract.com
Design Interact, The premier source of information and inspiration for the field of interactive media.
http://www.coolhomepages.com
Cool Home Pages, Great resource for designer's block.
Communication During my career in broadcast graphics we would churn out graphics for the evening news. Many of them were “over-the-shoulder” graphics which appeared behind the anchor as they delivered the story. The main philosophy I constantly ingrained into my design team was:“If it doesn’t read – it doesn’t work.” In other words, if the volume of the TV is turned off, the viewer should know what the story is about without the presence of text or title.
Your Web site should project that
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