Thursday, April 26, 2012

Different Types of Brand Co-Creation in Business

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Expert Author Carina Claire Jeppesen
Co-creation means exactly what it says - creating something of value in cooperation with others. In business, the term co-creation is used about creating value in cooperation with stakeholders. This co-creation of value can have two types of results:
- A physical result, such as an organization co-creating a fashion-line with a celebrity
- A psychological result, such as employees and customers co-creating the atmosphere at Starbucks or another café
For both types of co-creation results, the quality of the result depends on meaningful dialogue and interaction between the company and the stakeholder.
Other good examples of co-creation with a physical result include Build-a-bear, where customers create their own toy, or Trip Advisor, where ratings from holiday-goers make up the bulk of the site.
Co-creating brands
Remembering the definition of a brand from the first post, the co-creation of brands always has a psychological result, even if the product was a result of co-creation (for example if you built your own toy with materials bought from the company). As a result of your experiences with a brand, you make associations and give meaning to the brand, that is, you co-create the meaning and value of the brand. The brand does not exist without people and human interaction, as it only exists in the minds of people.
To make it a little more accessible, here are some examples of instances where you could be psychologically co-creating the brand:
- A friend tells you about her great experience with a company, highlighting the great service, and making you associate the brand with great service.
- You used to eat a specific brand of candy as a child, when being rewarded or on special occasions. In your adulthood, you associate eating that brand of candy with rewards, special occasions and a special treat.
- You read a negative review about a bad quality product, from your favorite blogger. The review makes you think twice about buying that product, and you associate the brand with bad quality.
- You see a funny advertisement on TV for a brand that you aren't familiar with. The ad makes you associate the brand with fun, lightheartedness and humor.
The examples above have been exaggerated, but think about the brands that you like and dislike and what meaning you give to these brands. Seeing a funny ad on television doesn't necessarily make you associate the brand with fun, especially if you don't like the brand in the first place.
Carina Claire Jeppesen is a web designer and a branding and communications specialist, who founded the company Web Couture Ltd in the UK. Her clients and work varies from redesigning personal websites, to conducting interviews and writing annual reports for multinational companies, to creating infographics for nonprofits. Visit http://webcouture.com for more information.
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The Creative Process

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Expert Author Jerry Canavit
Having worked in the creative end of this business for a good while, I have often been asked "How do you come up with advertising ideas?" Do ideas just happen?
So why do some seem to be so prolific at generating ideas while others are seemingly so challenged? Does it have something to do with genes? Intelligence? Or, a magic formula?
Well, first let me say that I believe that most everyone has the potential to be creative. I also believe that those who find success at being creative have identified and practice a problem-solving approach to doing so. They may not understand how the process actually works, but they've come to understand that there is a creative process involved.
I'm not even going to attempt to try and analyze this topic in a broad sense, but rather to limit it to how a very definite process is in play when producing messages in marketing communications mediums. I believe there is no magic formula for producing ideas, however, I do believe there is a process that can serve as a guide to how ideas can be generated.
Here are my thoughts:
In marketing communications you can produce ideas in basically two ways. You can "borrow" an existing idea or approach, adapt it to your needs (with slight modification, of course), and Presto, you have your own idea (and we all know there is a lot of that going on out there). Or, you can try to create something that is totally original and unique to the product or service you are promoting.
Now, we all strive to do the latter, however, the truth is that it is very difficult to do this every time. Do you remember the last time you came up with a totally original idea? It does happen, but not very often.
More often than not, an advertising idea is a combination of existing ideas that we've seen or heard before, that can be used in a different and unexpected way - the familiar cliché seen differently, if you will. This ability to see and make new combinations is heightened by an ability to see how things relate - and to combine them to create effective and memorable marketing communications messages.
I do believe that the generation of these ideas is the result of a deliberate problem-solving process that leads to this end. I therefore offer two statements which I believe are at the source of idea generation. They are:
1. An idea is usually a new combination of existing ideas.
2. The ability to create new combinations is heightened by the ability to see relationships between existing ideas.
...therefore, creativity in advertising communications involves using combinations of known elements and an ability to see relationships that allow these elements to be considered in different ways. With that said, I will continue with a discussion about a technique for producing ideas.
The Five Steps in the Process of Producing Ideas:
Step One: Gather Raw Material.
The gathering process falls into two categories: Specific and General.
1. Specific: In marketing communications, Specific materials are those relating to the product or service and the people to whom you want to sell this product or service. We need knowledge about the product and the consumer on an intimate level. We dig for FACTS. We do RESEARCH. The process here is called PREPARATION.
2. General: Equally as important is General information. This information involves a continuous process of gathering general materials and life experiences that are relative to the problem being solved.
A good analogy here is the kaleidoscope. The kaleidoscope is an instrument that designers can use to look for new patterns. Every turn of this instrument shifts bits of glass into new patterns (or relationships). The more pieces, the more possibilities for new combinations. Comparatively, the more elements stored in your mind, the more chances are increased for the production of new ideas.
To reiterate, Specific information is information relative to the current problem-solving challenge, and General information is the total content of your kaleidoscopic mind reserve - and is a life-long job. Both contain the seeds for planting - taking us to...
Step Two: Into the Mental Maelstrom.
The second step is hard to describe. It goes on entirely in your head. Like chewing food - mashing information and facts together. Looking for relationships; for a synthesis of where everything will come together like a jigsaw puzzle.
In this part of the process, two things will happen: First, you'll have partial ideas - some crazy and incomplete. You should write them all down. They may forecast the real idea that is yet to emerge. Writing everything down helps the process.
Second, after a period of time you may tire of trying to fit this puzzle together (not all solutions come quickly). Everything seems jumbled. There seems to be no clear insight anywhere. At this point, you are ready for the next step.
Step Three: Incubation.
The third part of the process can be called the incubation stage. This is where you make absolutely no more conscious effort in looking for a solution. You drop the subject completely and put the whole thing out of your mind. Now I have no idea why this works, but I have found that it does. Apparently, when you turn problems over to your unconscious mind and let it work on its own - it can solve problems. Sometimes it comes in a revelation after a nights sleep - or while in the shower - or during a walk. I have also found that by dropping the problem-solving effort completely and turning to things that stimulate me imaginatively and emotionally - like reading a book, listening to music, or even going to a movie - things can happen. Not all solutions come this way, however, my point here is that it often works this way.
A good example of this technique is in old Sherlock Holmes movies when the famous detective would stop abruptly in the middle of a tough case and begin playing his violin or even drag a baffled Dr.Watson off to a concert. This was, of course, very irritating to the literal-minded Dr. Watson who never seemed to grasp why Holmes would consistently resort to this behavior when they were right in the middle of solving a case. Sir Arthur Conan Doyle understood - for he was a creator and understood the creative process and the power of the unconscious mind.
Now, if you've done your homework in the first three steps, you will almost certainly experience the fourth.
Step Four: Eureka!
Out of nowhere the idea can appear. It may come sometime when you least expect it. For me it's happened in the middle of the night, when I'm half awake in the morning - or, more often when I'm showering or shaving. For you it might be something different. My point is that ideas can sometimes come seemingly out of nowhere after you've stopped all of the conscious straining and have passed through a period of rest and relaxation from the search. And when the idea actually materializes, it can be so all-consuming that it becomes difficult to concentrate on much else. The application of the idea can become so involving that other competing activities can pale into a paralysis. This can provide very difficult challenges if you happen to be in the middle of a meeting or if you are working on an unrelated project with a hot deadline. Sometimes when the ideas start rolling out quickly, like giving birth, it requires immediate attention.
This step is also particularly difficult in that it involves a constant assessment of the value of the idea and to see exactly where it can be taken. This can be a period of frustration for creative people. Some don't recognize or even care about the process that generated the idea. The truth is that many supervisors expect a well thought out idea delivered according to schedule. The problem here is that the process does not naturally work that way. And, for every good idea, there are always a few clinkers that just don't work out and you just can't know beforehand which will work and which will not.
This is a time of constant moulding.
You question everything.
Will it work better this way? Or that?
Is the communication clear?
Is the tone right?
Is it just clever without making the point effectively?
Is this really as good as I think it is?
Your gut tells you it is!
Right?
Right!
So now you've come up with this great idea. What next?
Step Five: Hello Cruel World.
How will the world react to your newborn creation? Well, have courage. You should share your idea with your peers. Don't shelter it. When you do, a surprising thing can happen. A good idea has self-expanding qualities. It can stimulate those who see it and make them want to add to it. Possibilities you had not considered may be brought out.
Congratulations!
Another great idea created.
Maybe you were lucky and hit a home run. Maybe not. Whether your idea was a good one is not the point here. What I've attempted to do is describe the steps involved in allowing you to produce the idea. The quality of the idea is still in your court. If your idea is an award winner (great), a bottom-line winner (wonderful), or both (even better), it's just the icing on the cake - as we are only concerned about the process here.
Anyway, those are my thoughts. Now, do I finish the three projects that have been laying here on my desk all afternoon? Or, do I take the afternoon off for some step three incubation time and take in a movie?
Jerry Canavit
Creative Director
BK&A Advertising
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What Architects Need to Know About Signage Design

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Smooth integration of signage both internal and external should be of paramount concern to all involved in a building or retro-fit project. Signage design, like architecture design, can be beset with unforeseen roadblocks that can derail/delay projects endlessly. As a designer I've appointed myself the designated oracle to address a handful of major issues that need to be addressed to avoid roadblocks and keep projects flowing smoothly.
Exterior Signs Have Both Physical and Political Parameters
External signs have physical parameters and political parameters. Physical parameters are the structural limitations of sign placement and mechanics of the signage. Political parameters are the city/county/region/ landlord/building management requirements for the sign's size and structural composition. Most of the political requirements are outdated and borderline obsolete. Sign permits can be costly and most sign permitting processes are byzantine. Landlord and building management design requirements also may not be consonant with city/county/region permitting requirements, so plan ahead by meeting with both building management personnel and governmental planners, and make time to address these situations at the beginning of your project.
Understanding Design Elements of Illuminated signs
99.9% of commercial signs use lettering. The vast majority use internally illuminated signs, and the vast majority of illuminated signs use letters by themselves. There are three main parts to an illuminated letter: an acrylic face (usually translucent), opaque "returns" (the sides of the letters) and "end caps" (small strips that connect the face to the return). The end caps and returns can be painted to match both materials and colors. The translucent faces can be faced with colored vinyl or painted. Perforated vinyls are available that can expose the color of the lighting at night, while appearing like the color of the face during the day (when the lighting is off). The lighting for the letters comes in two sources: LED lighting, which comes in a variety of basic colors, and neon, which is more brilliant in color, but more expensive to create and use.
All internally illuminated signs have to be supplied with power, which means access to power sources needs to be readily available. You should try to make the power sources and connections as visually non-obtrusive as possible. The size, candle-power, orientation, and number of building piercings are easily the biggest bones of contention with regulatory authorities and landlords.
Actual and Implied ADA Requirements
There are actual ADA requirements, and implied ADA requirements. Actual requirements are set in stone. They're the law, but they're also practical and easily applied. Implied requirements are things that aren't "required" but should be used because they're both practical and the right thing to do.
First some actual ADA signage requirements. These are mostly internal building issues, and they mainly involve wayfinding and informational signs. The requirements are straight-forward:
  • The signs must have non-glare backgrounds and characters;

  • There must be a lot of contrast between background and characters;

  • Wayfinding signs must have easy to read typefaces (as defined by the ADA, functionally blind persons are assumed to be able to locate doors and signs adjacent to doors, so location designation signs aren't included in this requirement);

  • Both wayfinding/directional signs and and informational signs should use upper and lower case letters;

  • Typeface strokes should be "medium" (defined as neither bold nor thin);

  • Letter size is dictated by the distance from the reader to the sign;

  • Signs high on walls or overhead must have at least 3" (measured by the uppercase character ) characters;

  • Tactile signs. Signs that identify rooms and spaces must have a tactile component. These signs are to be located on the wall adjacent to the door latch, with the center of the sign measured 60" from the floor. It's mandatory that tactile signs use uppercase characters in sans serif typefaces. The characters can be 5/8 to 2" tall. Braille must be a part of the sign(s), and "Contracted Braille" (formerly called Grade 2 Braille) must be used. If pictograms are used to identify the space (e.g., gender pictograms outside a restroom), they must be in a six inch high clear field and accompanied by appropriate tactile characters and a braille label below the field.
ADA requirements are functionally smart and very practical. If you extrapolate the logic of ADA defined accessibility and safety into other areas of signage placement and usability your project will further benefit. For instance, it's always best that locational and designational signage - even outside - be iconic and clear. A parking sign with the handicapped symbol, verbiage, and directional information reversed out of the standardized blue is a perfect example. Another example is installing a cane-rail around the base of a freestanding kiosk or sign. The rail is supposed to extend beyond the sign's "external envelope" a specific small distance for safety purposes, but placing it at an optimum viewing distance and including it in your design system is a not only practical, it's advantageous.
Wayfinding Signage
There should be a logic to signage placement in any environment, and placement of wayfinding signage should always follow that logic:
• Movement to the right is natural when entering a building;
• Consensus eye-level is just under five feet;
• A consistent system of both eye-level placement and sign color is a proven designation technique;
• The higher the sign, the bigger the sign and the shorter the message;
• Signs dividing large spaces should be high overhead and horizontally aligned, not stacked vertically;
• Any sort of directional arrow other than left/right/up/down should be 45 degrees to the left or right of
vertical;
• The size of wayfinding signage implies importance;
• Freestanding directories or maps work best in the center of an area that faces the area being illustrated.
Digital Signage
Digital signage has a handful of basic physical parameters and one big cognitive hurdle. Physically, the screen's size, bezel, and depth all have to be addressed when designing for digital signage. Because power needs to be supplied, access to a power source needs to be assured. I strongly believe in integrating the sign with the immediate environment in some way. There's nothing more unattractive than a television hanging on a wall pretending to be a sign.
The jury's out whether it's preconditioning or pre-wiring, but a moving image attracts an inordinate amount of attention in any environment. Since that's what makes digital signage categorically unique, placement and usage of digital signs should be very carefully thought-out, and a digital sign should be embedded somehow or included as part of a kiosk/touchscreen solution.
Needless to say, there are many issues I've left unaddressed, and I know every project comes with it's own unique set of problems. One thing I can't emphasize enough is the need to plan for the issues I've described above as early as possible in your design process. While the planning won't preclude the unforeseen, it can at least soften the blow.
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5 Helpful Tips to Run a Good Design Agency

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These days the term "design agency" can mean many things. From website creation to t-shirt graphics and advertisements involving copy writing and marketing there is usually one thing in common: a strong emphasis on graphic design. Running a company that specializes in graphic design can be both challenging and rewarding. Here are some tips to help make your design agency run as smoothly as possible for maximum ROI.
Firing Customers
As with any business your customers are your lifeblood. However some customers are more trouble than they're worth. If a customer is giving you or your team a hard time and is being a general pain to work with it may be time to let them go. There is no sense in letting problem customers drag your business down. Here are some signs that identify a problem customer:
They think they know more than you do about graphic design
They want to micromanage you
They are extremely picky
They ask for constant revisions of your work for free
They refuse to pay the full price upfront (if you take payment upfront.)
Promoting Creativity Among Your Team
When running a design agency you want to get as much out of your team as possible and encourage them to take the initiative. However, you want to make sure they have the proper experience before doing this so they know where the line is and not to cross it. When a team member does something exceptionally creative or has a revolutionary idea be sure to reward them with a small bonus as a way of promoting that kind of decision making.
Eliminating the Unnecessary
This is important both on the financial and creative side of things. When it comes to business expenses you want to eliminate as many as you can as soon as possible for optimum ROI. In the realm of graphic design you also want to avoid superfluous graphics and design elements to streamline your work.
Leaving Finances in the Right Hands
Just because you're an amazing graphic design artist, manager or administrator doesn't necessarily mean you're the right person to handle the financial side of your business. If you're struggling with this hire an accountant or other business professional as soon as possible. A word of caution though, make sure the one you hire is reputable, you don't want someone screwing you over.
Exceptional Customer Service
When it comes to serving your clients you want to always over deliver; give them more than they pay for. In addition to this also make sure you have a rewards program, discounts and other incentives in place to attract new customers and keep current clients coming back for more. Also make sure you have someone with a naturally friendly attitude in charge of customer relations if you're unsuitable for that task yourself.
These tips should come in handy if you're looking to take your design agency to the next level. Getting rid of problems such as troublesome clients, unnecessary business expenses and design elements that waste resources is a huge step in the right direction. Attracting new customers and creating repeat customers is also hugely important. Overall running a good design agency is just like most other businesses, as long as you have you priorities straight it's simple to optimize you ROI in an efficient manner.
Dewsign specialise in website design Cornwall and also offer web development agency London. Creating award winning websites, eCommerce sites, bespoke software applications and more.
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Do Companies Really Need to Spend on a Good Logo Design?

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Expert Author Charlie John
A logo is a graphic design used by companies to promote their instant brand recognition and brand themselves. A logo is a company's identity. Given its importance and potential market exposure, the designing and selection of a logo is nearly as important as the company's name. It is one of the most important factors of marketing to come up with a good logo with respect to the business. An effective design should have a few different properties. It should most definitely represent the main objective of the company. It is usually a good idea to keep your logo simple and easily recognizable. A professional looking design portrays a strong image of the company and adds to market appeal to it.
Here are some of the main reasons highlighting the importance of designing a good logo.
1. Get yourself Recognized
Logos are designed to be the "face" of a company. They are a graphical display of a company's unique identity. Using colors, images and fonts, they are designed in a way that they are both, instantly recognizable and linked to the company's identity. They are also a way of referring to the company in advertising and marketing materials. It is very important to design a logo keeping in mind that whenever a customer looks at it, he/she should be able to instantly recognize it and link the design to the company.
2. Reinforce your business' identity
A company's logo is their identity. Hence it should be unique. When designing a logo it should be kept in mind
that this graphical image is going to be used to portray the company nearly everywhere. All the customers, current and potential would use this image to link the products or services to the company. A company should design their logo in a way that it very clearly shows the company's identity. When people should see the logo, the only thing that should come to their mind is the company to which the logo belongs to and their products or services. A logo is an integral part of a company's brand and image building.
3. Keep it simple and look big
Logos should be unique and easily identifiable by potential customers. Although there are infinite choices for color, visual elements and typography, a logo should be designed in a way that it helps convey information about the company. It is generally a good idea that a company's logo should be simple. Simplicity is a major factor in designing a logo. This is due to the fact that a simple logo is easy to distinguish and remember. A simple design greatly helps the people to understand the logo, remember the company and also keep the logo in mind. Adding too many images, colors or different fonts might make the design complex. It may not be recognized by the consumers at all times or it might even be just too difficult to keep in mind. A complex logo is also hard to interpret and link it to the company.
4. Gain your customers trust and exhibit professionalism
A professionally designed unique logo can be spotted by the client even from a distance and it can easily register itself into the minds of the customers. It shows the potential customers that the company is serious about what it does. A professionally designed emblem and branding techniques can greatly promote and develop a company's image for the public, but on the other hand, an unprofessional or a sloppy looking logo can ruin the public image. A professional design always attracts more attention of the customers and it gives out the feeling of trust and reliability. If the customers start trusting a certain company, they talk about it with others. A customer praising the company to other potential customers is the best possible way of marketing. A high quality and professional looking logo will give out certain positive messages to the consumers which would be beneficial for the company.
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It's All in a Name (Brand You)

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Expert Author Mandie Crawford
It may be all in a name. At least that is part of the recipe for success for your business. "The art of the start". So the question is - can people tell what you do by the name of your company? And the next question is, if you work as an independent representative of a company on a commission or franchisee type of compensation- are you branded as you and your name or as the company and their name?
Naming your business is one of the very first things to consider - and often the most difficult part of getting started. And so to get the ball rolling- people often settle for the best they can come up with at the time because they have to get the business cards printed, the website up and the ad in the local paper. I know. I too have committed this fatal error.
Look around you at the number of businesses who have not only branded themselves, but identified an entire industry with the name of their business - even having their names added to the dictionary in the process. What great advertising is that? Ski-doo. Google. Xerox. Because of their branding and incredible creativity they have successfully integrated their company name into everyday language. Can you do this on a limited budget- not that easily. However you can at least ensure that your name easily identifies what you do and who you are. Your name and a tag line can tell people what you do and why they should use you in a catch phrase that you can use everywhere you go.
Here are a couple simple examples of business names and tag lines I have invented or seen that give you an idea of what I mean.
'Massage Works' - Hands on Stress Relief - tells volumes about what they do and reassures the potential client that they will be relieved of stress. I want to go- how about you?
'A-Count-Ability Bookkeeping - Count on us to keep your finances recorded' Hmm... what does that say? I read responsibility in that message- something we like to link with our money. I think I will hire them.
Including your name in your business is fine, but instead of just your name try also adding a descriptive of the service with it in your tag line. Using a word with movement in it can create the vision of action in a prospective clients mind. This will give the prospective new client the idea that you will give him the attention that he needs or may describe the strength and value of your company.
'Healing Hands' is a very powerful statement. Adding the industry to the title here really says all the client needs to know. 'Healing Hands Chiropractic' speaks volumes. You get the point.
Once you have the name you need - now comes the time to brand your product, services and sometimes self to reflect what you do. It is when you confuse your message that people become unsure about what you have to offer them. For many who may need your product but do not understand your industry- this is even more important. The word 'marketing' or 'logistics' may seem like Greek to most people. Words like 'catering' and 'cleaning' are much more common and adding descriptors to these words may be all you need to brand yourself. If you must use words that are not part of everyday language make sure that your tag line is easy to remember and describes what you do.
Finally when looking at the name of your business make sure that you use simple everyday words whenever possible. As an example, a car repair company tripled its business by interchanging the word 'repair' with 'fix'. Hard to believe, but when you think of your car- you generally say I need to get my car fixed.
If you are having difficulty attracting clients and you know your business is one people need- take a moment and ask people what your business name says to them. (Ask people who do not know for sure what you do.) And do not be afraid of asking for professional help in developing your name or your brand. There really is a little bit of magic in creating just the right look and feel to a business. It's why the big guys pay the big bucks to get the right branding. Think about it. "Just Do It", "Why buy a mattress anywhere else".
Successful Marketing begins with your business name. Make it easy to say, easy to remember and let it speak volumes about what you do and why someone should call you!
"One of the keys to effective communication and dispute resolution is understanding ourselves and how we think and also understanding how others are wired as well. Each of us has personality styles that are unique to ourselves - however there are also patterns as well. When you understand the differing personality styles and their blends - you begin to see people as they are with more understanding! For more information on understanding personality styles please contact Mandie at president@roaringwomen.com."
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Why Do You Need a Logo and How to Get One

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Expert Author Donald Paul Gonsalves
Can you imagine taking along an iPhone without the Apple logo? Or wearing a pair of Nike sneakers without its 'swoosh'? Or going to the McDonald's with a missing M logo? And I can just go on and on with these questions.
A logo is like the face of a company to the rest of world. It imparts an identity to a company or a brand. A human mind remembers images and pictures before they will remember a name. Most people can associate your logo with your business a lot easier than with your company name. And this could probably be the most important reason why any business needs a logo. Even some countries whose tourism sector makes up a large portion of their economy such as Spain, Italy, Turkey or the Bahamas Islands have logos that identify them in marketing their country. A business name is very important but it will never be as catchy as a great logo. That's why, currently, the usage of both image (ideogram) and name (logotype) is widely spread.
Logos have also been seen an object of desire. People using a superior product likes to flaunt it and they would like people to have notice of it. A smart logo on these products satisfy consumers as others tend to recognize these products or the company making it by their logos. And as these products gets associated well with their logos, people perceive the logo as their object of desire.
A logo would therefore be considered as a necessary element in the formation & success of a business and it's important to have a logo designed in the best way possible to reflect the business and not just a fancy mark. Several small and medium business avoid getting their logos designed through a graphic designer or design agencies as budget might be a reason, or may be just because they don't know any good designer. A lot of online logo design services are available that can provide affordable logo designs within your budgets. Before finalizing any agency or designer to design a logo for you, it's necessary that you see their past work and recommendations.
Show the designed logo choices to your family, friends, staff and customers before you finalize the logo as it would be good to know likes and dislikes from others' perspective. Before finalizing the design get the logo revised according to the feedback you receive to that you will get a mark which will enhance you company identity.
Donald Gonsalves
Branding Expert
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