How do these things happen? All I wanted to do was get new business cards, and the next thing I knew we were getting new head shots. Then the process somehow morphed into a complete redesign of our company’s corporate image.
We are the kind of people who will redesign a room on a whim. A colorful new pillow will result in completely new paint adventure, which we do so often that I am always fearful that the walls will collapse under the weight of each new coat. And that’s just our winter activities. In the spring and summer I become the Queen of Transplants, reconfiguring every single section of the garden for a totally new look. So I was not in the least surprised when Sara decided that we needed a new logo after only one year in business. Not surprised, but instantly terrified.
Combine two creative people, each with their unique style and perspective – not to mention generational differences – and you have the recipe for disaster. Well, perhaps that’s stretching the point, but getting the two of us on the same page insofar as our new logo design was not pretty. I had to put my foot down when Sara suggested we change the name of the company. Us old folks can only take so much change before our heads explode.
Thank God for Photoshop!
If you grew up playing with Mr. Potato Head, as I did, you know how much fun it is to work with Photoshop. We started with a couple of constraints – the name of the company plus the desire to keep “Creativity” as a multi-colored word. We were able to switch the “+” to an “&”, since the URL has to have “and” in it. The ampersand is tinted and behind the words to create a watermark effect.
Choosing the much-beloved (by me) American Typewriter font for “Content” was practically a no-brainer. It replicates an old typewriter style and perfectly represents the writing aspects of what we do. But while we agreed that “creativity” should be a script font, we couldn’t decide on the one we should use. I Mr. Potato Headed our logo with about 25 different scripts and took three Advil (twice!). Two weeks later we settled on a font named “Channel”.
Up until now our the services we offered only consisted of long-term social media management on a monthly retainer basis and limited time consulting for businesses who wanted to do it on their own but needed help getting started. We realized that this involved sizable commitments of time and money for many companies, as well as us. And for us, a company with a good, albeit short, track record, this still involved a lot of time selling ourselves.
Our solution is to develop a menu of additional services that are smaller and finite. This is what the information marketers call a “sales funnel”. You draw people into your community by giving them something very inexpensive or free, offer more services at a higher cost, and finally selling them on your main product is easier because you have established trust and already delivered good value.
Stay tuned for the introduction of these individual products that include short explainer videos, video extras, SEO and reputation management.
The Nightmare to Come
You might be thinking that with our fresh, new logo and updated business cards on the way that we can claim “Mission Accomplished.” You would be wrong. The next step it to totally revise our website design and copy, a task that has me terrified.
Not only that, but Sara just picked out a new rug for the family room and is looking at paint samples. I am going to need something much stronger than Advil!