On the Other Side

Posted on October 2, 2012 by admin

When it comes to things I do not stress about, hair loss easily makes the list. That could be true until I visited the other side of the creative continuum, the dark abyss filled with rolled eyes, snarky comments and a preponderance of perplexing looks for those who somehow do not get the vision, the dream, and the perfection that is our creative concept. On the other side, known as being the client, I found myself (almost) literally tearing my hair out (which my husband didn’t understand since he tries to keep as many follicles for himself as possible).

A few months ago we started working on logos for Selfspiration. Selfspiration is an organization I started that works to end child sexual abuse through legislative and social change. I knew that the process involved creating a visual identity that looks and feels just right. I’d been through this before, but as we started working through it, I realized that creating a logo for a business (as near and dear to your heart and wallet as it may be) did not compare with trying to find perfection for something you feel so passionate about and want to resonate with others on so many levels. We wanted something to appeal to child and adult survivors, girls, boys, men and women, and people at all socioeconomic levels, since child sexual abuse does not discriminate. And it needed to be something to symbolize struggle and strength, pain and the persistence to preserve.

We did a creative brief (which I labored over), and I probably got my email flagged as spam when I would think of something more to tell Sara (ADwërks Art Director) as she worked on the design. For this, it needed to be just right.

When on the client side, I used to pride myself on my ability to be ruthless and to make a quick decision. But with Selfspiration, I struggled (and Jim and Sara who helped with this project remained steadfastly patient!). I liked something about every option. I laid out the different designs all over our house, carried the stack of pristine white printouts in my purse until they become dingy with lip gloss, protein shake powder and some weird green stuff that makes you wonder what you put in your bag.

Finally, I needed to make a decision. I put everything out in front of me, took a deep breath and just listened to my gut, but even more, to my heart. We went with a design that I think symbolizes the tears and the hurt that can come from abuse, but the ability for survivors to move forward and create something beautiful in their lives.

And just last week we held our first Selfspiration day camp with teenage girls who survived sexual abuse. Several of the girls, and the adult survivors working as volunteers, saw the logo and talked about how “cool” and “awesome” it was. When you hear words like that, a few bald patches make it well worth it.

- Jolene

Shocking Branding

Posted on May 17, 2012 by admin

Consider them both shocking… people voluntarily electrocuting themselves, and brands that just get it. The first should be filed in the category of plain crazy. The second goes in the you-could-drive-yourself-crazy-trying-to-find file.

In just a matter of days, months of training (probably not enough), hours of commiserating my lack of athleticism (probably too many), and too few minutes of rational thought culminate in the challenge known as Tough Mudder in Somerset, WI. The 10-12 mile course with approximately 25 military inspired obstacles bases itself on being the toughest event on the planet.

When you consider that you run through fire, jump into ice water, climb hay bales with pitchforks and walk through electrified wires, it may be the toughest or the dumbest thing a person can do. And as I signed my death waiver in bold, bright, glittering pink pen, I realized that this brand makes even signing your life away something you smile about. It’s a brand that knows itself inside and out, reinforcing itself not just with design, style and color, but with a readily identifiable voice in all it does. It’s not just the copy on the homepage, but everything down to the to-do list for the day, which reminds you to not puke and of course, to sign that death waiver.

Either on Facebook or face-to-face, it knows its voice, bringing a mixture of irreverence, arrogance and camaraderie. Take the online quiz to see if you could muster enough to make it through a Tough Mudder; you’re asked about your workout but also the best ‘stache. This brand voice mocks marathons (boring) while remembering its mission to help raise funds for the Wounded Warrior Project. So the greater shock will be if I make it through the challenge (not a timed race, but just a matter of making it to the end). Only Saturday will tell.

- Jolene

To All You Brands Out There

Posted on February 16, 2012 by admin

Specifically the ones that don’t take branding seriously:

Branding matters, a lot, no matter how big or small your business, even if you have 6 Likes on your Facebook page. Remember, every single time your business is represented in relation to your customers and the general public, whether it be a Tweet, a sale or an ad, it all affects your brand image. And not only can your brand image affect your sales and reputation, but it can affect the entire future of your business.

Your brand isn’t necessarily defined by you; it’s defined by consumers, and the way they perceive your business. And that perception partially comes from what you have put out into the ether. Influencing that perception occurs in a number of ways, from the content of your website, to your logo, to your advertising, especially the experiences customers have with your company. All of these things (among others) contribute to your brand’s identity.

If you own a small business, do not make the mistake of thinking this kind of neurotic concern for brand development only applies to large, global brands. It’s just as important to your business, especially if you’re in the early stages of brand development. Every “branding moment” matters, regardless of how minuscule some moments may seem to you. By “branding moment,” I mean, every opportunity your business has to influence or support your brand in the public eye. And the outcome of every moment applies a plus or minus to your branding scoreboard.

So take it seriously. After all, this is your business. A business you’ve probably made sacrifices for, a business that puts food on your table, and provides for your family… You probably put a lot of care into every aspect. Don’t leave branding out of it.

- Andrew

Click for photo source.

What’s In A Name

Posted on February 9, 2012 by admin

Celebrities name their children after fruit, colors, numbers and even cities. (Or in the case of one psuedo-celebrity, Press. Yes, Press, for all the attention she allegedly did and will receive.) Us common-folk laugh at birth certificates filled with words more commonly used on spelling flash cards for first graders. But the stand-out-in-the-crowd naming mentality does not start or stop with preschoolers hounded by the paparazzi.

These superlative skills also flood companies and products. Want something in HD, you get your pick of makeup, movies or sunglasses. Then there’s extreme (or EXTREME or even X-TREME) for games, pop or memory cards. And the 2012 Consumer Electronics Show introduced ultra – ultrabooks, ultracomputers and ultratelevisions.

Add to all of this, 3-D and ultimate, and you get the Ultra Ultimate Extreme HD 3-D phone, television, computer, apple, car or pajama jeans (ok, that may be a little extreme).

But it begs the question – Does an avalanche of adjectives actually help sell a product by moving it into the sphere of talked-about-ness, or does it end up disappointing? Does a name in itself create credibility, or cause chaos in an already overwhelmed marketplace?

Maybe in the end it’s not what’s in a name, but what’s in the product itself. If we sell people on exaggerated expectations, we often end up with disappointed consumers. So if a name brings with it the showmanship of an Elton John costume, but also delivers, it does the consumer some good by delivering what it promises. But when we brand an object outside of its personality and label it for headlines and not accuracy, well, it ends up like a 72-day Kardashian wedding, a lot of talk and even more gifts that should be returned.

And then there’s the guy who named his sons Winner and Loser. Names hold power, but the product (or the person) holds even more. As for naming children, she may not be a celebrity outside of her own yard, but we named our pug Mayhem Awesome. Unfortunately, as our furniture proves, she did not over-hype her name.

- Jolene

“Adjective” Photo by Procsilas Moscas, “Mayhem” photo by Jolene Loetscher

Branding & A Kennedy Half Dollar

Posted on February 3, 2012 by admin

There’s a little sandwich shop not far from the office called Whiffer’s. It’s been there forever and as far as I can tell it only has one employee and that’s Whiffer. She owns the place, makes the sandwiches and soups and provides the witty banter as she makes your lunch. Whiffer has been running that little shop longer than I’ve been in Sioux Falls, and she is quite a character with a voice that reminds you of an aging Katherine Hepburn circa On Golden Pond.

It’s a quirky little joint on North Minnesota Avenue, on the cusp between a rough neighborhood and the industrial area surrounding Sioux Falls Regional Airport. The sign by the door says “Open 11 to 3ish.” As far as I know the extent of her advertising is the weathered old sign in front of the small converted house. And if you approach from the south the sign is hidden by a bush, from the north it’s obscured by a hill and some traffic signs.

But there are a few things you can always count on at Whiffer’s – a big overstuffed sandwich, great cookies and brownies and the cost of your meal will always be rounded to the nearest quarter of a dollar. And here’s where a little bit of branding genius comes in. When you get your change, Whiffer will hand you a Kennedy half dollar.

When was the last time you were given a 50-cent piece? For me, other than Whiffer, I think the last person to give me a Kennedy half dollar was my grandmother on my eighth birthday. A Kennedy half dollar was special. You saved them carefully in your piggy-bank along with the two-dollar bills and wheat pennies; they weren’t the kind of thing you spent willy-nilly. My wife still has her little ceramic bank full of them.

Now days, when I get a quarter, nickel or dime, I put it in the ashtray of the car as fodder for the parking meters. But the meters won’t take a 50-cent piece, so I set it on my desk. I’ve begun to collect quite a few Kennedy half dollars, and every time I look at one, or pick it up and toss it in the air, I think of Whiffer. And then I know what I’m doing for lunch.

I asked her about the Kennedy half dollars the other day and she told me when she requests them from the bank, they have to go back into the vault to get her the coins. This is not a decision she makes lightly. She likes the smile those half dollars put on her customers’ faces. She likes that she’s unique. And you know what, I think it’s pretty damn smart of that old gal. She’s turned an unusual piece of U.S. currency into her calling card, and that seems to me like some pretty shrewd branding.

Seriously, when was the last time you were handed a Kennedy half dollar?

- Jim Mathis