logo design

I am conflicted, therefore I am

February 16, 2014 by Nancy Fields Leave a Comment

Last week one of my BAD challenge colleagues wrote a blog post on distilling a marketing message into one word using this phrase, I _______, therefore I am. It seemed like a simple answer: I design, therefore I am…but that’s all about me. As a business owner, being “all about me” is a tough way to turn ones passion into profit because businesses succeed, or fail, based on how well they meet the needs of their customers.

Fortunately, or unfortunately, I’ve been doing this business “thing” for the past 21 years. My business was launched when my my youngest son was still in diapers. A series of calligraphy classes inspired me to learn how to reproduce my artwork so that I could make greeting cards and stationery: Perhaps even sell my designs to a Hallmark or American Greetings as a stay-at-home mom. You want to make God laugh, tell him your plans.

Instead, an acquaintance needed some custom designed invitations to a large event, plus wanted the envelopes calligraphed. After fulfilling her request, and then a few more, I soon became her go-to person for all invitations, plus other graphic design services like brochures, interpretive panels, product catalogues, signage, advertisements, newsletters and all kinds of fundraising pieces where she worked as the Director of Alumni Relations for a prestigious boarding school. She also became my best salesperson. Soon other departments were requesting my services, as well as other private schools, colleges, and even museums and small local businesses. Within 5 years I had four employees and was working around the clock.

Having my own business was not foreign to me. I grew up in family business, and married a man who inherited a family business. Although I worked for others as early as 13, (I was tall and desperately wanted a Singer sewing machine so lied about my age to work on a local tobacco farm), and worked during and immediately after college for others, it just didn’t seem right to be on staff when my children were little. As any mom knows, there is no such thing as sticking to your plans when your kids are small because someone inevitably throws up on your best shoes as you’re rushing out the door to a much anticipated event, or trip, or … you fill in the blank.

21 years later it’s just me, once again. Graphic design and computer classes at every high school and community college, plus computers on every business desk in the country, coupled with the stock market crash and Global Financial Crisis in 2008 nearly forced me to close my one thriving service business.

This time, however, it’s going to different. My customers are different, and so am I. I have a business coach and a former client who is teaching me project management. I have no intention of making the same mistakes, and running myself into the ground. Been there. Done that.

Thus, my excellent journey through the forest of entrepreneurship has begun…finally.

Can I Have it Next Week?

December 17, 2013 by Nancy Fields 2 Comments

Do you remember the first time you asked to have something designed and produced in one week, and were shocked to learn it took much longer? You might think ‘I only need a little business card, or a simple brochure.’ It shouldn’t take that long? Right? Well…

Experience is the best teacher

If it’s one thing I’ve learned from doing custom design work for the past 20 years it’s this: how ever long I think it will take me, multiply by 3 and I might be close. I couldn’t have been more pleased to learn from two professional project managers with over 50 years combined experience, who told me my hands-on experience is right on target. In the project management world they call this “effort” vs. “duration,” which translates into, it always takes longer than you think.

Realistic time tables for promotional materials

Good design takes time, but it shouldn’t take forever. A RUSH job always costs more, and tends to lead to mistakes and oversights, which makes it really expensive. Time does, indeed, save money when it comes to design and production.

Here’s a realistic time schedule for some typical design projects, including 2 rounds of proofs, design changes, printing and delivery, but NOT including shipping or copy writing. If you need to hire a freelance copy writer add a minimum of 1-3 weeks onto the timeline below.

• Advertisements: 1 week
• Banners: 2-4 weeks
• Brochures: 4-6 weeks
• Calligraphy: 7 working days per 100 names for envelopes
• Interpretive Panels: 4-8 weeks
• Invitations: 4-6 weeks
• Logos: 6 weeks
• Newsletters: 4-6 weeks
• Power Point Slides: 1-2 weeks
• Programs: 3-4 weeks
• Sales Catalogues: 4-6 weeks for design plus 1-2 weeks for photography
• Sales Sheets: 3-4 weeks
• Stationery (letterhead, notecards, envelopes): 2-3 weeks
• Trade Show Signage: 4-6 weeks
• Training Manuals: 10 days if photocopied / up to 3 weeks if printed
• Web Banners: 2-3 weeks
• WordPress Website: 4-16 weeks depending upon the size and complexity

Why does it take so long?

Assuming your project can begin right away, project planning, proposals and invoicing for a project can take a 1-3 days. Add to that approvals, meeting times, travel, sick days, personal crises, vacation days, equipment failure, professional sports play-offs, Mercury going retrograde, you name it! The minute you commit to a project the anti-productivity gods think it’s ‘game on.’

Another time disrupter is holidays; especially the Thanksgiving and Christmas holidays. If they fall in the middle of the week add at least one more week to the project because most people’s minds are thinking about preparing for, or recovering from the fete— two days before and at least one day afterward.

Project planning advise

Begin at the end. Whether you need a business card or a full blown website, first determine when you absolutely must have your finished piece in-hand. Then, work backwards from that date and compare it to the bulleted list above. If your end date is not a reality, change your end date, or be prepared to pay at least twice the normal rate for RUSH charges due to overtime and added staff needed to fulfill your request.

Best wishes for getting all your projects completed on time and on budget.

Does your professional image say business or hobby?

September 17, 2013 by Nancy Fields Leave a Comment

Welcome back to the second part of my interview with graphic designer and marketing and branding expert Robin Dann in which we talk about business branding and marketing. If you missed the first part of our discussion on logos, click here.

My conversation about business branding with Robin Dann

Nancy: At what point in their business, should entrepreneurs be thinking about branding and corporate identity?

Robin: If you’re not being taken seriously! If your business and marketing materials look like this is a hobby rather than a real business, or when you want to bump things up to the next level.

There’s also the point where an entrepreneur is ready to take the focus off them, and put it on their business brand identity. This often happens when a business has expanded, additional personnel are brought in and /or additional services are provided.

At this stage, a designer will establish a style guide explaining how to use your logo: The placement of your logo on the page: Your font use and color: All the things that will build consistency in your brand. You’re basically setting up your visual identity plan and making it easier for all in your company to follow it to retain a consistent visual presence.

Nancy: Say a company already has a logo and or an established brand, would it still benefit them to work with a designer?

Robin: Absolutely!

A designer can help business owners, and even corporate professionals to step back and see their business from their client’s perspective.

I am amazed at how often I get copy for a flier or website, that is “all about me.” In helping my client’s put together promotional materials, I often have to remind them to address their client’s problem or concern… tell the client “what’s in it for them”…and less about you. Of course I do this in polite and professional manner…but the prospective client or customer’s primary concerned is with how you can help them solve a problem. Once you have captured their interest… they will want to know more about “you!”

I do a lot of work with hospitals. Often there’s a doctor who has put together a program the hospital wants to promote. Doctors are brilliant people. They like to focus on the technical side of things such as new equipment available, and the research done. But their target audience doesn’t want to know how it works…They’re really only interested in the benefits and what it can do to for them.

As a designer, and market and branding expert, my job is to get, and keep the focus on the end user, and the benefit to them.

Branding is not all about the logo, the ads or the website. It’s about developing your business identity and being consistent in all your marketing efforts. It’s about how your business interacts with your existing clients and customers. It’s about networking and sharing of information to establish yourself as an expert in your field. It’s about keeping up on trends, and also being visible in your community – whether that’s your online community or sponsoring a softball league in your town.

People buy from people and companies that they know, like and trust. Personal branding can be hugely beneficial in establishing trust and expertise that will reflect back on your business. Think of Bill and Melinda Gates, or Richard Branson. They’re doing the same thing, only on a global scale.

Branding is all about relationships. When people become familiar, and comfortable with you… and recognize you as an expert in your field, you will remain first in mind when it is time for them to make a purchase or refer your services to a friend.

Do you have a logo or a mark?

September 10, 2013 by Nancy Fields Leave a Comment

One of the benefits of the Get Clients On Line course is getting to know other like-minded small business owners and entrepreneurs who want to learn how to market their businesses and take them to the next level. Robin Dann and I met in the private Get Clients Online Facebook group, and decided to be ‘accountability buddies.‘ We speak over the phone for a few minutes Tuesday through Thursday, discuss our to-do lists, and encourage each other to keep moving forward on our marketing plans.

During one of our phone calls we shared the challenges we face as independent graphic designers. Robin is the owner and creative director of Studio-G Creative Design and & Marketing Services in New Milford, CT. For over 20 years she has helped entrepreneurs and small businesses build their brand with custom logos, promotional materials and websites.

Here is part one of a two part interview I had with Robin Dann.

My conversation about logos with Robin Dann

Nancy: In the 1990’s a client asked me to design a logo. A week later she phoned in excitement, saying she found an online company who would design a logo for under $300. Looking back, that was a pivotal day because my business has never been the same — I feel like I’m fighting an uphill battle to maintain my integrity as a professional graphic designer.

Have you had a similar experience in your business?

Robin: Yes. I think it started in the mid to late 90’s. The Internet was new to many households and people were in awe of all of the things that were now at their fingertips with the click of a button. Packaged Design Services being one of them.

Internet based service is the way of the world now. Even clerical workers are competing with online service providers. It’s a great resource. But like anything, there is often a down side. In the case of design, it is often sub standard or template driven work that does not really fit a client’s needs.

Nancy: You’re not only a graphic designer, you’re also a marketing and branding expert. Do you see a drawback to setting up a business today, using online logo houses?

Robin: Buying a logo design online can be the answer if all you’re looking for is an attractive mark. I’ve seen marks that people use for their logos that are nice, clean and attractive….But they are just nice marks! More times than not, they don’t fit the persons business philosophy or resonate with their target audience.

What an online logo design company will give NOT give you, that a logo and branding expert will, is the background work on your target audience.

Most times the online logo shop designs just do not seem to fit the business they are being used for…or worse, many businesses will be using the same mark, just with a different name.

The whole purpose of branding is to stand out and above the competition. Online logo houses just level the playing field. They don’t take your business to the next level.

Nancy: Do you think everyone needs a logo when just starting out in business? For example, I built a WordPress website, and designed a business card and marketing materials for a local massage therapist. She was savvy, and knew that an image of herself in her work environment was more important for promoting her business, than a logo. It’s been almost a year, and she still doesn’t have a “logo,” but it seems to be working for her.

Robin: You’re right. Many service professionals just starting out don’t need a logo. In the case of your massage therapist client, she’s developing know, like, and trust with her image. If, on the other hand, she wants to position herself as a larger studio with several therapists working with her, her personal identity will no longer be as appropriate, and a logo may be the best way to represent her business in her marketing efforts.

Determining if you need a logo really has to do with the vision you have for your business, and seeing the best path to take you there. If your competition is all playing bigger and you want to move ahead of that pack, then it is time to take the next step in your branding… a logo or visual identity package is typically the first step.

It sounds like the most important thing your client needs to do, at this point, is to be sure she’s consistent in her use of font, color, and image in all her marketing materials. Online, her web header should look like her Facebook business page header; likewise for her LinkedIn page, Pinterest, or what ever she’s using to promote her business online.

Nancy: Why should an entrepreneur or business owner hire a graphic designer, instead of their talented nephew?

Robin: People hire decorators to make things work well together, and make an environment that is comfortable for their lifestyle, and visually pleasing. In my mind, graphic designers are doing something similar, only we work with images, typography, placement of words and pictures. We do the background work to make sure that our work meets the client’s needs, and overall business philosophy, so that it can help them to build their business. As designers, we gather information, coordinate ideas and resources, add some creativity and make things flow.

As graphic designers we do the background work to make sure that our designs meet the client’s needs and resonate with their target audience. We focus on the overall tone of the company, product or service — what it “feels” like…How does the company choose to relate to its customers…what do they want to be known for? Do they want to use humor, compassion…or an analytical approach? Are they positioning themselves as “innovative” like Apple computer, or “fun” like Southwest Airlines or the Aflak Duck?

We need to fully understand, and be on the same page with our clients regarding what makes them unique, or why this company is a better choice than it’s competitors?

There’s a lot that goes into design and branding…It’s more than just having a logo!

Nancy: Thank you Robin. I look forward to our next discussion on branding.