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Erin Ferree's Articles in Business

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Good Design Doesn't Get Done In A Day: Part 1 of 2 Lead time is one of the most often overlooked aspects of a design project. For some projects it's not a huge concern — you just need to get your designs reasonably quickly so you can start marketing. You should expect quick service from any designer. A Logo Without Your Name... Can Be A Big Branding Pain! Why a small business shouldn't design a logo that's only a symbol (like Nike's swoosh). Define Your Difference To Stand Out and Make Your Business Shine Thoughtfully defining your business—and your differentiation—will help you to understand who you are, what you do, and what makes you different. Not many small businesses take the time to answer those core questions about their business, but those answers are essential to creating a strong brand identity, focused messaging, and effective marketing materials. Focus Your Definition You have so much important information that soon all of your marketing materials are crammed full of text and information. Most small business owners have this problem. They are so excited about their business and everything they can do for their clients. They make the mistake of putting it all into their marketing materials. The 9 Advantages to Using a Visual Vocabulary in Brand Identity Design Visual elements are a major part of your business's brand identity design. The keystone of that design is the logo, but in many cases, the logo isn't enough to convey all of your brand attributes. A visual vocabulary is a way to reinforce and add to the messaging that is contained in your logo. 9 Keys to an Effective Website Many small companies choose not to invest in a professionally designed website, although a well-designed Web site may raise the company's level of professionalism and exposure – AND drive business and sales! Color Part 1: Accuracy Color is one of the most difficult parts of a design to show accurately to a client. Color perception can be affected by many factors, including: Choosing the Right Color Palette For Your Brand Identity Color is a highly personal experience—everyone has favorite colors, and other colors that they absolutely don't like. So, how do you determine which colors that will work for your business identity, and that will send the right message to your potential clients. Contact Information To Include On Your Business Card The logo and graphic elements that you include on your business card are quite important, but having the right text and contact information on the card is equally important. Here are my tips about the elements to include: Create Your Marketing Machine to Plan for Marketing Success The answer to push-and-pray marketing is to plan your marketing in advance: to sit down and create a Marketing Machine so that your marketing runs smoothly and effortlessly all year long. Creating a year-round plan for marketing can really improve the number of sales that you'll be able to make, and keep a steady stream of clients and income coming in. There are several things to consider when creating your Marketing Machine: Connecting With Your Customers Through Your Brand Identity Your logo and marketing materials have many jobs, but one of the things that they can do really well for you is to introduce you to new clients and to help those potential customers feel a connection with you and your business. Alas, many small business owners overlook this valuable role for their materials when designing them, and so any connection often happens by accident alone. The Truth About Your Competition There's more to identifying The Competition than just finding other businesses that offer similar services to yours.

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