After a fresh revision to a business’s branded communications, everyone is super-excited about the new look. There’s a whole new color palette to choose from, brilliantly creative supporting marks, inspiring imagery, and fancy typography.
Perhaps your company is large enough to have departments like Sales, Customer Service, and Human Resources. Maybe you’d like for each of them to be differentiated just a little bit, and you want each subsection to have its own “feel” for its internal and external communications.
After a while, the shiny wears off, and people might want to see some new things. That’s a reasonable desire, since everyone’s tapering off that high they experienced from the excitement of new things. Maybe a subsection of your business–let’s say, Sales wants their own “look.” They want to stand out in the company. They get tired of seeing the same thing over and over. Sales wants this, for example:
Well, it’s time for some tough love: It’s not about you, Sales. It’s about the company. We all admire your enthusiasm, but you have to keep the big picture in mind here, Sales. You have to understand that every time you send out the some-ol’, same-ol’ thing, someone in your audience is seeing it for the first time.
Seeing the same thing over and over is precisely the point. You’re building consistency into your brand. You’re sending the same message to your audience again and again so it sticks with them. They recognize immediately that this message came from you. Your company sees these images and this look every. single. day. Of course they will get tired of it. The shiny will wear off, and that’s okay.
The change can reinvigorate colleagues; it gets them excited about the company again. They want to to use all the new elements. On everything. Immediately. A change in your identity must be implemented slowly, even if you receive all the new elements at once. Use the same photo with the same logo placement again. And again. And again for a little while. If you’re doing it right, you’ll likely hear from colleagues, “We’re tired of seeing this same thing over and over.”
Once you’ve established a good “base” identity, and you’re reasonably certain people recognize the foundation your brand is built upon, it’s okay to start tinkering with it.
It’s taken me a long time to admit that, but I exercised my writing chops on ZenDestin Vacation Rental‘s website, where I wrote every word. ZenDestin was a rental condo in (surprise!) Destin, and the blog offered reviews of places to eat and things to do in Destin. I also wrote about vacation memories and condo improvements to get guests excited for visiting. The condo is no longer a rental, but I keep the site up as a reference.
Here are some of my favorite entries on ZenDestin’s blog, along with creative writing samples from other times.
Favorite vacation memory
Reasons to visit ZenDestin in August
Jester Daiquiris Review
Calling all Fishermen: Drop me a line in “reel” life
These are two e-mails I actually sent to distribution lists when I worked for a company. I spiced them up with some creativity to elicit better responses since most e-mails they received were pretty boring or unfriendly. It worked.
I Sent This E-mail to I.T.
Carpooling Buddy Needed
In the event you’d like to see other writing samples, like product reviews, press releases, and casual writing for lifestyle magazines, drop me a line. I’m sure I can help you develop content for your website, brochure, or sales flyer.
In September, I shot a survey out to friends and strangers to gather information about how my peers use e-mail. The results were interesting, and even had some surprises.
Here’s the age breakdown of the respondents. As you can see, 54% were in the 18-25 range. You may think since “Millennials” comprised the bulk of the respondents that you could predict them, but you may be surprised. Let’s go through some of the main takeaways.
84% of respondents are still checking their e-mail at least daily.
No surprise here! Many people still check their e-mail multiple times a day, even the generational groups that purportedly don’t use e-mail. If we add those who said they peek at their inbox “a few times a week,” nearly everyone in the survey is included. E-mail is still widely used, and people are checking it.
People use throwaway e-mail addresses.
Think visitors who sign up for an account on your website are giving you a monitored e-mail address? Think again. When asked why they had more than one e-mail address, the top three responses were for work/school, personal use, and one…to send spam to. A throwaway.
“To register multiple accounts on the same website; to send emails that aren’t from my email address; to register accounts that aren’t connected to my email address; gmail likes to link to a second account as a security measure”
Further, if businesses are sharing the e-mail addresses they collect, customers get pretty darn clever to avoid be bought and sold.
“I have my own domain with which I use different addresses for each site or service e.g. for reddit I use email@example.com and for a bank I use firstname.lastname@example.org. That way, If I start getting spam, I can see who leaked/sold my address, and decommission that address to stop the spam.”
It isn’t that the elusive 18-25 and 26-34 age range doesn’t use e-mail, it’s that they don’t use the one they gave you.
87% of people don’t give out their primary e-mail address because they don’t trust or need you.
The 13% that does give out their primary e-mail address includes the 2% of respondents who only have one e-mail address. Largely, the 18-25 group only gave out their primary address if you are providing them with something they need, such as electricity, rent, or insurance. Rarely did anyone answer that, yes, they give out their primary address regardless of whether or not they trusted you, needed your product, or were subscribed to your service. Often, respondents of all ages wanted to both trust your business and need whatever you were selling.
People have more than one e-mail address, and they probably aren’t giving you the one you want most: the one they use most. So while, yes, someone might boast a large collection of e-mails in their subscriber list, it doesn’t necessarily mean anything.
This absolutely supports my previous entry about building relationships with your customers, avoiding cold sales, and providing them with relevant offers. I’d recommend using a different platform to build your relationships, and using e-mail as a more personal form of contact after you’ve established a level of trust with the customer.
I send out lots of “e-blasts” for clients. Some clients want my opinion on whether or not it’s still relevant, some don’t. Regardless of that, e-mail is still a great communication tool.
But e-mail is changing.
The youngins have said, “I don’t check my e-mail unless you tell me you’re sending me something.” Many younger generations don’t use e-mail the way other generations do. If you’re going to continue to use e-mail for marketing, there are some things you should know.
The old rules don’t apply
People want real interaction. Use a monitored reply address, not that ‘no reply’ or ‘admin’ baloney.
Cold-selling via e-mail is a rookie mistake and fodder of the 90’s. Work on building trust and relationships through e-mail.
You don’t need a ‘call-to-action’ in every button, headline, or subject, which leads us into…
Consumers are getting less tolerant of sales pitches: you’ve gotta be less “spammy” and “sales-y”
Just stop with the ‘Clickbait‘ subject lines, for crying out loud! This tactic hurts consumers’ trust in your brand. I would even venture to say consumers will resent you for clickbait titles.
Authenticity matters: have a personality and unique voice. Speak and write like a human being, not a bot.
Make sure the e-mail focuses on the consumer, not the product. Be helpful, offer relevant information the consumer is interested in (which is usually themselves). Be reader-centered.
Who your buyers are matters whether or not e-mail still works
Really consider that point; just because someone hands you their e-mail address doesn’t mean they are a buyer. Sometimes they’re just being nice, sometimes it’s a throwaway e-mail address because they think you’re going to send them junk.
Many younger people consider e-mail passé. ‘Old people’ use Facebook, and ‘older than old’ people use e-mail. Yes, younger generations have e-mail accounts, but they don’t check them regularly or rely on them to keep up with people the way previous generations did and do.
Conclusion: It’s in flux. You’ve got to change your approach.
Be authentic. Have conversations. Use humor!
Be brief: I’ve got 30 unread e-mail in my inbox right now–most of which are newsletters–and I don’t wanna scroll through some company’s long-winded sales pitch. I’m probably just gonna delete it.
Be useful: Stick to one topic or goal. Is this a business recap that directly affects your readers? Are you offering an exclusive deal? Remember why your reader signed up to receive e-mails.
Here’s the thing: you have to think of e-mail the same way you think of social media: Who is your market? What is your goal? Do you have time for it? Can you adapt? And one final point: when you Google “e-mail marketing tips,” be sure and check the date on the article. You don’t exactly want an article posted in 2009 for tips on e-mail marketing.
The first stage of Trinity Financial Planning’s identity and branding project is complete!
Trinity takes a no-fluff approach to investing and planning for your retirement. They focus on pragmatic steps and practical goals. Trinity’s mission is to deliver solutions to business and individual clients designed to achieve specific, measurable financial goals. Their Five-Point Philosophy focuses on Customer Service, Comprehensive Planning, Implementation, Continuity, and Confidentiality.
Trinity’s logo uses the shape and design of a sword’s blade to inspire the letter forms. The logo focuses on stability, pragmatism, and protection.
The shield icon and logotype and arranged into a triangle, inspiring the three-pronged approach to Trinity’s advice. The colors are two shades of steel gray to reinforce the stable and assured advice from Trinity’s financial advisors.
Having designed for a multitude of industries, including fashion, beer, technology, sports, and broadcast television, I cannot understate the value in having an smaller icon for clients to use on promotional items like USB drives, pens, ID tag holders, and key chains. A smaller icon also becomes useful in small ad spaces, website favicons, and social media profile photos.
Armed with this knowledge, Trinity also received a icon to use in such cases. This icon is to be used sparingly, and in instances where shrinking the logo would degrade its integrity.
Stay tuned for Trinity’s style guide and future design work–and contact me any time for a quote on your business’s new logo or re-brand.
The client wanted something “like the 30A logo,” which is a bit tricky. First, the 30A logo already exists.
This logo does a good job of articulating the sights along State Route 30A: relentlessly sunny, expansive blue sky, and slivers of stratus clouds.
In trying to understand what qualities about the 30A logo my client liked, I investigated both that logo and my client’s business: childcare along 30A.
Of all the soothing sights and sounds of the beach, nothing is more iconic than the roar and crash of waves. Steadily rolling, cresting, and retreating, these gentle and reliable motions draw people in droves to witness their wonder.
And it was these images that inspired Coastal Kids Babysitting, LLC.
Coastal Kids received a hand-lettered logo, meaning I used no fonts. I hand-drew each letter in “Coastal Kids” and fitted them together to create a truly unique look. A brand guide for Coastal Kids helps complete the new business with a color palette, font selection, and supporting imagery.
Congrats and good luck, Coastal Kids, on your new venture!
Specializing in Louis Vuitton, Chanel, Prada and Gucci handbags, LuxExchange needed an eCommerce site with the capability to provide online quotes for customers seeking to sell or consign their luxury designer purses.
LuxExchange hired me to handle up on this. I set them up with a website that did all these things, plus prioritized the shopping experience, provided lots of information about the store, and offered a simple check-out process.
In addition to their web design, I also offered e-mail marketing.
Future plans for the website include a blog readers can use to identify authentic handbags, what drives handbag trends, and other useful information about buying, selling, and consigning their handbags.
I’ve done my share of logos. Some were more successful than others. When entering into the logo design process (and it is a process), clients who receive the most successful logos enter the process with one understanding: that it is what you do with it that makes it successful.
…and here’s one about Destin! This one I made has been Liked and Re-pinned on Pinterest multiple times–and for good reason: it’s much more interesting to see data-heavy information when it’s put into an illustrated format. If you have a lot of data you’d like arranged in an interesting, readable way, consider an infographic.
Infographics, or information graphics, take complex ideas and give them a visual representation to make the idea more easily digestible.
It’s like fiber for your brain.
This is not a new way to display information; in fact, infographics have been around for some time and communicate difficult, rote, or boring information in creative and attractive ways. Infographics seek to engage readers, and often times the reader retains the information better simply because of the way it was presented.
Infographics are hugely useful for:
If you’ve got a report, publication, or presentation coming up that could use some love and pleasantries, let me create an infographic for you. In fact, I highly recommend using an infographic in an advertisement–they are visually striking and often jump off the page. And readers remember them. You’ll be the talk of the watercooler with your fancy self.