design with consistency

“Consistency is next to godliness.”

-Roland Nord, 2010 (and probably a million times before & since then)

Roland was one of my professors in grad school – my favorite, if I’m being honest. If there is one statement that stuck with me since being in his courses, it’s that one. I quote it often and in almost every aspect of my life, but here I’m talking about your marketing and a simple change you can make to increase your brand’s consistency.

Consistency in your marketing creates recognition. Using the same colors, the same fonts, and the same feeling in your advertising, social media, and documents helps your customers become familiar with your brand. Familiarity is comforting, and humans gravitate toward what is comfortable.


Consistency in your marketing creates recognition.


The visual look of your communications is as much a part of your brand as your logo. If you’re using whatever font you feel like that particular day when creating a new document or advertisement, that underlying branding message from your organization becomes choppy. If you consistently choose the same font(s) and colors, your separate pieces flow together as though they were all created at the same time.

Of course, a graphic designer can help you define a direction and create a style sheet (such as the one pictured below) with a color palette and paired fonts as a part of a brand design. That can be important as you grow, expand your reach, and create more advertising for your business, but it’s not always necessary as you’re just starting out.

design standards help with (say it with me…) CONSISTENCY

The visual look of your communications is as much a part of your brand as your logo.


If you’re just starting out or if you’re just trying to create some consistency in your day-to-day business communications, start by using the same font for your communications. Here are some tips:

  • Choose a single font for now. One that came in your word processing software is just fine; choose one that has a variety of weights (regular, bold, italic) so you can create headings, subheadings, and body text.
  • If you are looking for a resource for free fonts, Google Fonts, DaFont, and FontSquirrel are great options. Just be sure to use a font that is licensed for commercial use and you read the fine print before you put it to use.
  • Make sure the font you choose is clean and easy to read. There are a lot of fun fonts out there, and you might like a lot of them, but keep your focus on what you would want to read if you were given the document you’re creating. Stay away from cutesy or decorative fonts. They have their purpose, but it isn’t here. Here you want to stick with the basics.
  • Consider your audience – do you need to be more formal, or is more casual ok? If more formal, maybe you will want to choose a serif font (these are the fonts with the small lines at the tops and bottoms of the characters such as Times New Roman, Georgia, or Garamond). If you can be more casual, or if the communication will mostly be read on a screen, a sans serif font would be a good choice (these are the fonts with no small lines, such as Arial or Verdana).
  • Be consistent. Use it in all email communications, new documents (both internal and for your customers), and wherever else you can. Make sure your employees know to use it in their communications as well.

Bottom line: don’t stress too much about choosing a font for your organization’s communications. As you grow, you can hire a designer to really dial it in and find a font family or pairing of fonts that speak to your customers and represents your brand’s personality. For now, just make sure what you choose is easy to read and you use it consistently.

..::
What do you think? Will you be applying any of these tips in your business?
::..

cover photo credit: pixabay.com user free-photos

designed to be unique

I saw a friend out and about a while back, and he mentioned he needed new business cards. He owns a painting business in town, and he said he got his current cards from his accounting software for super cheap and he’s almost out of them. But he also said, with a tone of annoyance in his voice, “Another painter in town has the exact same cards as me, so I need new ones.”

You guys, I live in a town of around 50,000 people. I don’t know how many painting companies we have, but I can’t imagine we have a ton. And the fact that two of them ended up with the exact same business cards just screams the old adage:

You get what you pay for.

I’ve seen it before too. My hairstylist used to have the same logo and business cards as a bridal shop in town. When you get your designs created by a one-size-fits-all shop online, you run the risk of sharing your branding with someone else in town, or even your competition. The internet is big, but not THAT big.

A small design company will take the time to listen to you and learn about your business, your customer, and the message you’re trying to convey. They will create something that is unique to you and YOUR company… something that stands out from your competition’s marketing instead of matching it.

Plus, if you give that designer your repeat business, they will become an extension of your team. They will grow to understand the nuances of your business, and you won’t have to explain who you are or how your business works to them each time you have a new project. It’s like having a designer on-staff, but without having to budget for it.

Sure, you will likely have to pay more for the service of custom design. But, you didn’t design your business to fit into a template; why design your marketing around a template?

photo credit: user RawPixel on Pixabay.com

motivation in a calendar

I have a friend who keeps track of how many days in a row he runs over a mile. If he has an exceptionally busy day ahead, he plans a run around midnight so that he would have at least one mile on each side of the start of the new day. He kept his first run streak alive for well over a year, then when he missed a day, he started over again. I’m not sure where he’s at right now, but in November he posted on Facebook that he had run 574 days in a row. That is so impressive! I marvel at his commitment, and it has inspired me.

I live in Minnesota, and in the winter, I put my road bike on a stationary trainer and “ride it to nowhere”. I hate it. It’s boring and miserable. As a mom of two busy kids who also works full time, I knew that I’d be setting myself up for failure if I tried to shoot for a ride streak. Instead of trying to keep a streak going, I decided to set my own goal and my own way of tracking it. I thought I’d share it here for you, in case it helps you set a new routine and achieve a goal you’ve set for yourself.

I decided that my goal would be to ride my bike to nowhere on most days. That’s kind of a vague goal, I know, but I was shooting for 4/7 days per week. (I’m a realist, so I decided I’d forgive myself if I didn’t make the 4/7 during a week as long as I made up for it in following weeks and hit the bike most days of the month.)

I am a visual person so I needed a visual way to track my progress. I went online and found a free printable calendar that had the whole year on one page, similar to this one I designed for 2019:

On Task Calendar - Yearly

Then I got an ultra-fine tip marker in a super fun color and put a small X through the dates that I rode to nowhere. It was so satisfying to see the weeks and months fill with X’s, and it helped keep me motivated. Days without X’s stood out, and served as an in-my-face way to remind me I had missed a day or two… or three, and it was time to get back on the bike.

So, as we get ready to start a new year, rather than referring to our aspirations for change as “resolutions”, which have a reputation of failing after few weeks, let’s refer to them as “goals”. Then let’s measure and track our progress!

If my simple system fits for your goals, please feel free to download, print, use, and share the calendar I created to keep you on task. It’s yours! (If you have any trouble downloading it, just comment below with your email address and I’ll send it your way.)

2019 Printable Calendar

..::
If my system helps you, I would love to hear about it! Or share the goal-tracking idea that has worked for you! If you have a system and want me to create a handy-dandy tool for you, let’s talk about it!
::..

cover photo credit: pixabay.com

going beyond fear to faith

I’ve told you about the push I got to attend Christy Wright’s Business Boutique 3 day event in Nashville, TN in early November. Months before the trip, I wrote about that generous gift as well as many of the reasons I had NOT to go, and how I turned those into my reasons TO go:

If you know me well, you know I’m irrationally terrified of flying. I also have two very active kids to drive all over the place, two dogs to worry about, and a full-time job outside of this side-venture. It is also VERY MUCH outside my nature to accept help or gifts like this from anyone. I have a million reasons (excuses?) to turn down this most generous offer. But I have one big reason why I accepted it:

It is 100% outside of my comfort zone.

And it was. My anxiety about the trip increased exponentially as the days approached, specifically about getting on the plane and logistics of the trip, but also about details at home like which kid had practice/games when, how they were getting there, I’d be missing my son’s first hockey game of the season, etc.it will be fine

Okay. Deep breath. You can do this.

All of the flights went well from a getting-from-point-A-to-point-B standpoint. I thought I was brave… although my husband perceived it a little differently as he saw tears streaming down my face with every takeoff and landing. (I gently reminded him that being brave is not being without fear, it is pushing through your fear.) In any case, we arrived safely with all our luggage and all was well.

At the conference itself, I was inspired, energized, and motivated with practical strategies I have already started putting to use in order to serve you well. I was encouraged to step out from behind my logo and allow you to get to know me personally. I heard speakers who gave me goosebumps and brought me to tears, encouraging me to believe in this business and myself. (Seriously, if you are a woman business-owner, look into Business Boutique.) There were so many takeaways, but the quote from Christy Wright that stood out to me the most was this:

Both faith and fear require believing in something that hasn’t happened yet.

Does that hit you like it hit me? I caught my breath when I heard that one. It’s powerful! But because I wanted to justify my fears, I spent a few moments trying to think of loopholes and reasons this statement isn’t true… but I came up empty. There was no rationalizing the power out of it for me.IMG_3098 2

Pushing beyond fear in this case meant getting on a plane and leaving my day-to-day life behind in order to invest in myself, and therefore in you. I was vastly rewarded with amazing speakers and information I could immediately take back and apply to my business.

In addition to all of the practical tools I took with me from that event, I also took away a change in perspective: when fear arises and I start to doubt what I’m capable of achieving, I am going to take a deep breath and choose faith. You can too!

Just do it scared. Don’t wait. Don’t wait until you’re “ready”, or until the thing is perfect, or until you get approval from him or her… just #doitscared.

..::
Tell me about a time you were rewarded for pushing past fear – a time you DID IT SCARED. Or I’d love to hear what you think about the quote about fear & faith – did it hit you like it did me?

You might like this FREE downloadable wallpaper for your smartphone! I put it on my phone to remind me that I have a choice between faith and fear, no matter the situation. (If you have any trouble downloading it, just comment below with your email address and I’ll send it your way.)
::..

photo used in the free download is from pixabay.com user “oadtz”

cover photo credit: pixabay.com user “sasint”

marketing kindness

A while back, I wrote about a generous gift I received from a client. I mentioned then that I had been working on a project for them that truly exemplifies who they are, and now that some time has passed and word is out, I thought I’d tell you more about it.

Frozen Yogurt Creations is a locally-owned frozen treat shop, but it’s so much more than that. Anyone who knows store owners Kelli and Bruce also knows that they see their shop as a place for community and family, for celebration and smiles, and a place to pause and reconnect with those we care about. They are intentional in their decisions – from their marketing to their cheery atmosphere to the gifts they give organizations in the community (which they do quietly and frequently).

I struggle to even call their most recent marketing campaign a “marketing” campaign, because for them, it isn’t about the marketing. They want to change the community to be kinder, and they thought of a fun way to do it that is just… well, I don’t know how to say it other than it’s just so them.

It starts with a business card sized coupon:

discount cards

The idea is that they hand these cards out to family, friends, and employees to give to people they “catch” in an act of kindness, which the recipient could turn in for a free treat.

So then the recipient comes in, card in-hand, and writes down what they did on the back of the card. The card gets added to one of 6 posters that are hanging on the wall, such as this one:

poster/wall art
24″ by 36″ custom poster

Each one of those little rectangles will eventually get covered up with a card, but for now, they each contain a little quote about kindness. The posters hang near the seating areas so customers can read them while they enjoy their treat.

Finally, the do-gooder gets their picture taken holding a sign so Kelli and Bruce can brag about them a little bit on social media, like this:

38933040_2163576540341425_2844245291803082752_n

Finally, they give that person a new, blank card so they can give it to someone else for their act of kindness and keep the campaign going.

So, yes. Technically, this is a marketing campaign. The first Facebook post they did about the campaign got around 150 “likes” and a bunch of shares and comments. Subsequent posts had strong responses as well. People got excited about it, and word is spreading, which I imagine is probably good for their business.

More importantly to Kelli and Bruce, it’s a Kindness Campaign: smiles are being spread during a time in history when maybe the world could use a little extra kindness. That’s their goal; the other stuff is secondary.

..::
What do you think about their campaign? How can your business create a Kindness Campaign, with the heart being in the kindness and the marketing being secondary? What kind of organizational culture needs to be there so customers know it’s genuine and not just for publicity?
::..

cover photo credit: user klimkin on Pixabay.com