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Erin Ferree's Articles in Branding

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  • The 6 Jobs of Your Logo's Icon
    This is a case of the icon's job description not being well written. In a perfect world, entrepreneurs love their logo icons—and personally identify with their meaning. But, that's the logo icon's last, and least important, job. First, it must do several more important jobs for your company.
  • Designing Temporary Materials to Get You Through A Branding Emergency
    What if your urgent problem is that you have no marketing materials for your business? Having something to market your business with is better than nothing. In some cases, it might even help you get to the next step in your brand.
  • Branding Is Like A Fairy Tale...
    It may not seem like the story of Little Red Riding Hood has much of a parallel to your business's brand. But, a good brand can be a lot like a story. Instead of being a story of a little girl going on a journey, and overcoming different challenges, the brand is the story of how you take your customer from just learning about your business to becoming a customer.
  • How A Strong Brand Identity Helps Overcome Customer Reluctance
    Many small businesses, especially one-person businesses, don't see the point in investing the time, work and money in creating a brand identity. After all, they're very good at whatever it is that they do, and they should be able to make more than "just a living" by simply putting up a website, being themselves, and delivering a high-quality service, right?
  • Rebranding Is an Excuse to Party in Your Business
    Once the redesign is done, many small businesses launch it silently. They change their logos, business cards, and websites one day—sometimes without so much as an announcement or a "By the way... " to their customers. Not only are they potentially confusing and alienating them, but they're also missing out on a great excuse to party!
  • The Building Blocks of Visual Vocabulary: Flexibility
    Just like the sidekicks help out a superhero, your Visual Vocabulary together with your logo helps put the kapow into your brand identity. These Visual Vocabulary "sidekicks" are the graphics, font styles, colors, and layouts you use in your materials, and even the type of paper you print your materials on. One of the best features of a Visual Vocabulary is its flexibility.
  • The Layers of Your Brand
    Branding is a hot topic in marketing these days, but it's defined in different ways and looked at from different angles. There are many components that make up a brand, and we call each component a Brand Layer.
  • Attract More Clients With A Brand Identity
    How A Logo Impacts The Know-Like-Trust Factor
  • 9 Keys to Building a Stand-Out Brand Identity
    Brand identity is the combined effect of visual elements in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and branded envelope. This basic set of materials can be extended to include a website, brochure, folder, flyer, or any other professionally designed pieces.
  • Planning Ahead For Visual Consistency:Information your designer should give you for future reference
    While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible, we know that this scenario is not always possible. Whenever you work with a designer other than the original who created your logo, stationery and marketing materials, we suggest a few practices that will prove invaluable for ensuring a consistent look and feel across all of your marketing communications.
  • Splitting a Brand Design Project Between Two Design Firms
    Splitting a branding project typically results in a lack of consistency between pieces in your marketing kit. All of your brand materials should have similar design elements. When a project is split among different design firms, often those firms don't have a similar style, and you can wind up with print collateral, for example, that looks dramatically different from your website.
  • To Tag Or Not To Tag?
    A tagline is a succinct phrase that communicates some of the basics of your brand. Ideally, your tagline is also memorable and helps your target audience relate to your business. If used correctly, a tagline can be a powerful part of your marketing strategy.
  • Four Brand Identity Myths That Will Hurt A Small Business
    Having a brand identity is extremely important to your business's success. However, many business owners have misconceptions about brand identities that can damage their businesses.
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