Here is what we ask when we conduct the brand discovery exercise that inspires our from-scratch design work:1) Elevator Pitch - just a broad overview so we can get to know you.2) Who is your target audience? What do we know about them? What do they know about you? What problem are they trying to…
Read more
How to come up with a good brand
Before we can build anyone's website, we always want to get to the bottom of what our client's brand is about. Some know their brand attributes well, but most do not. Here is what I sent one recent client prospect on that topic. What makes you guys a great choice, for your clients? What unique…
Read more
WordPress Speed Optimization
One of the key concepts for optimizing a WordPress site's speed is caching. I'm talking about server-side cache, not local cache. You can set up your site so your server has a cached version of every page to send immediately when someone navigates to it. This is different from the client-side cache you may be…
Read more
What is Your Unique Selling Point?
Unique Selling Point (USP): In traditional marketing speak, that's what sets you apart from your competition. In some ways, it's very useful. Imagine if you own one of the only two Chinese restaurants in town. You might choose to focus on how yours is, "cleaner." Or has, "better food." That would make perfect sense. As…
Read more
What is Your Brand?
Brand: That's you. That's your company, as a person. In a marketing communication, the brand is the speaker, and that contributes powerfully to the meaning of the message. If your mom asks you for a quarter, you give it to her. If a police officer asks for your license and registration, you do it without…
Read more
The Story of You
You've probably heard marketing terms being tossed around. Brand, USP, insight, resonance, takeaway, etc. I was trying to sum this up for a client the other day and struck on something I kind of like, which is as follows: In the beginning, there was story. The primitive man told stories around the campfire. You tell…
Read more
