evolve - embrace brand evolution. The Sponge - master brand makers - embrace brand evolution

All purchasing decisions are emotionally driven. Rationalizations are all made after that moment of decision and are usually only to justify that decision. Ultimately it comes down to how you feel about it. This is why an emotionally driven message, or story, is the most important element in your print material, apart from the initial attention seeking headline or graphical alternative. Your story must address your target audiences world view, engage them and create a burning desire to want to do what you ask. Remember, the only way to get anyone to do anything is to make them WANT to do it, if you don’t achieve this, they won’t!

So the 3 keys are 1. get attention, 2. make an emotional connection with your audience with a story they identify with and creates a desire, and 3. then finally you give them ONE easy to follow instruction to carry out. This can be a direction to “Call this number now”, “Visit an outlet”, “Visit our website - www” or “Send in this coupon”, or anything else that drives them to take immediate action. Keep it simple and don’t leave it to them to work it out.

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If you are still here then you are one of the smart people. You understand that your branding and marketing material needs to be unique and creative so it can stand out from the daily clutter that comes before your target market and vies for a moment of their precious time. Then equally as important, it must be highly appealing and emotionally stimulating to these citizens so that your message is received and acted on directly.Understanding all the ins and outs of your business and fine points of your products, or services is what we thirst for and so should you. Only once you are armed with this information can anyone create highly alluring designs, a holistic marketing strategy, and specific micro strategies to convey an emotionally charged message directly to your target market. An emotionally charged message can strike a chord with your target market, increasing their understanding of the benefits you provide them and elicit a direct response, ultimately generating you more profit.

You’ve made it this far so we believe that you can be the best and brightest in your industry. Developing powerful designs and a focused marketing strategy will help you get the results you crave. Strive to create the most creative, intuitive and remarkable designs for your specific needs. Your ultimate goal should be to significantly increase your profit and add value to your life and business. Ours is!

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Have you got a goal you want to achieve? It is your job as the entrepreneur, go getter, or rising star to have the great ideas - create the goal. However, there is nothing more frustrating that having a fantastic idea and not knowing the quickest and most direct route to its fruition and successful application. This is where the assistance of a great design and marketing team comes in handy.

Working with a skilled and experienced team will enable you to evolve your idea into one which is profitable and achievable. Essentially taking your goal, or idea and creating the most direct and effective plan to achieve it. This plan includes a time line for the short and long term milestones.

Two critical strategies to employ in bringing any great idea to reality are your Design Strategy - development on all the beautiful, awe inspiring printed or electronic material to market your idea. And your Marketing Strategy - how you plan to make a big profitable splash in the market place with this exquisitely designed material. Neither of these plans should be taken lightly, they can mean the difference between a brand new Porsche or finding a new job. Your design and marketing team should be one in the same or otherwise have some kind of uncommon synergy and no expense should be spared here.

I find the following comparison enlightening. Your ideal potential customer is waiting to be picked up down the road. Imagine you can choose any car in the world to pick this customer up in that best matches your idea, what car would it be? Then budget accordingly.

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Have you out grown your current logo? Do you think you need a new corporate logo or corporate identity?

You may find that your corporate identity has been outdated due to a market, or company shift, or perhaps you are experiencing the aftermath of choosing to use a design fad, which may have seemed like a good idea at the time.

Your logo is the centrepiece of your entire corporate identity; it is the public “face” of your business. It not only reflects on the company, it reflects on you. Your logo and collateral material should convey a succinct message of who you are and what you stand for, creating an ideal first impression when presented to a potential client.

There are many reasons that your corporate identity may not be right for right now. Whatever reason you find for why yours isn’t working, it means that it is time for you to rebrand.

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