I've recently had an inspiration that I myself am using for my own marketing here at Clover Road. And it goes something like this…
No matter how many options there are, there is only one option… the best option. Be the best option.
For me, this goes deep. Everyone, everyday, is presented with many options and choices that need to be made. But no matter how many choices there are, only one selection is ever made. When marketing your business, your customers have many, many choices. How do you get your customers to choose you then? How do you stand out so your potential customers choose your business, or product or service? Simple, be the best choice.
And that's what branding is about! Being the best choice. Positioning your business, product, brand as the best choice. To be the best choice, you need to be unique. If you are not unique, you can never be the best choice. This makes it simple for your customers to choose you.
Position your brand to be the best choice and watch your revenue go through the roof.
Ciao,
Robert Scozzari
Often, non-designers that need to supply logo files to designers will ask that inevitable question, “what file format would you like it?”, and then followed up by the cringing, “How big do you need it?”.
Here is some basic info for non-designers on file types for logos when supplying to designers.
Ideal Format: Vector File
Info: Vector files are produced by vector editing software such as Adobe Illustrator, Corel Draw or Macromedia Freehand. The file extensions may be, .ai or .eps.
Size: Vector files are independent of file size limitations. They will scale to any size and therefor make them ideal for logos.
Not so ideal format: Bitmap File
Info: Bitmap files are produced by bitmap photo editing software such as Adobe photoshop. The file extensions may be, .psd, .tif, .eps, .jpg,
Size: Bitmap logo files are much trickier to work with than Vector. Because bitmap files do not scale like vector files do, supply files as large as you have available.
Note: Bitmap files are also less predictable. A high resolution file does not mean high quality. Each logo file supplied will have to be evaluated for quality.
Not Acceptable: Under no circumstances at all are you to ever supply a logo file in a Microsoft Word Document or a .Gif file format. That’s just bad.
When in doubt, have a reputable branding agency redesign a new stellar logo identity for you from scratch. ;-)
So there you have it. Three cheers for vector files.
Ciao,
Robert Scozzari
I just wanted to mention my top resource for choosing colours when I'm creating a new (re)brand. Colours are a huge part of a successful brand strategy. The wrong colour selections can have a serious negative effect on the effectiveness of your brand and your profitability.
I always turn to colourlovers.com. It's also a social networking site, like Facebook, but for colour freaks.
Visit my profile at, http://www.colourlovers.com/lover/scozzari
Thanks
Robert Scozzari | Branding & Marketing
Clover Road is very please to have worked with Kokimo Candles to produce a new brand identity for their newest product line, the Kokimo Hybrid Candles.
Kokimo Hybrid Candles are a very unique product. Instead of either using Canadian sourced petroleum based wax or vegetable based wax, these candles use both types of wax. In essence, creating a hybrid candle, like a hybrid car. The benefits are a quality flame and longevity of a petroleum based wax candles, plus the environmental benefits of using vegetable based wax.
Clover Road created a modern logo identity for Kokimo that was unique to the candle and emphasized both wax technologies.
