Recently I purchased my first high definition television. A salesperson at one of the stores I visited told how he had five HD TVs, and I’m just now considering my first one! I waited this long, so you can imagine I had thought through the process. I had to consider placement of the TV in my home. How was I going to use it? I’m not one for video games, and the word is that plasma is best for that purpose. What about lighting in the room? The room where I would place the set is relatively large with many windows. I was informed LCD or LED would work best in that situation, to avoid glare. Did I want extra features? I did not need the TV to be connected to a computer, so some of the ports on the more expensive models were not necessary for my application.

As I now enjoy the world of high definition, I see a comparison between my purchase process and advertising design. Just as how I was to use my television was part of my decision-making process, so should that consideration be a part of the design process.

As an example, how will a brochure be utilized? If it is going to be mailed, the size and shape need to be considered at the outset. Certain shapes require additional postage. If the plan is to mail just a few at a time, a unique shape may be worth the small amount of additional mailing cost. Will the information in the brochure be short-lived? You may need to consider digital printing where you can print smaller quantities at a more economical rate. Digital presses tend to be smaller, so the overall size of the brochure will need to fit the sheet size of the press. It is possible with today’s technology to personalize each individual brochure as it runs through the press. But, this is only available with digital printing, so once again size is critical. If the plan is for a large mailing of a large quantity, offset printing will most likely be the best value, but the weight of the paper the brochure is printed on will have to be a consideration. The heavier the paper, the more the postage, but a flimsy paper can offer a bad first impression.

With any project, the right questions need to be asked at the beginning. In this instance we have considered only a brochure. Web design, logo and identity development, advertising, direct mail all have strategic questions that should be part of the initial stages. Failure to consider the entire picture in the beginning can lead to costly delays or poor results from the finished project. The right questions lead to right choices that will produce a quality product that performs as it is intended.

I have experienced businesses that will spend thousands on magnificent office desks and furnishings yet use a logo that someone just threw together at the last moment for free. While comfort in the office space is important, a company’s logo is seen by many more people and is the representation of the company. I don’t pretend to think that a well designed logo is all a company requires to drive business, but in today’s competitive market a unique brand goes a long way to separate a company from its competition.

A well constructed logo provides a valuable first impression and is a result of a good concept and good execution. It is a solid piece that serves as an important part of the branding experience. The logo developed for Bois D’Arc Leadership was created to communicate the idea that leadership development is a step by step process. Bois D’Arc trees are very sturdy and hardy. They weather difficult times. There was thought given to the name, the logo deserved the same careful thought to illustrate the business philosophy and strategy.

Typically, when you see an effective logo it is tempting to think it’s small, it’s simple, it’s easy to do. What you are seeing in the final logo is a culmination of calculated steps designed to provide a strong, lasting visual image that is flexible, memorable, timeless and meets the needs of the client. The creation of a logo begins with creative briefs and research, there are then initial sketches and concepts, reflection and evaluation, revisions and that is all prior to the client seeing anything. Once ideas are presented there is more evaluation and possible revisions, color exploration and suggestions. When the final logo is selected you should have a strong visual symbol that will work well with or without color and at any size.

Recently I had the opportunity to attend a Dallas Cowboys football game at the new stadium. While the stadium itself is very impressive, I wanted to address the efforts of the Dallas Cowboys to brand themselves. One might think that if a person is at the stadium actually watching the game then branding is not needed. It’s over. They’ve succeeded in getting people to pay to come to the stadium. That is partially true, but the Cowboys are a great example of viewing BRANDING as creating a memory. There did happen to be a football game going on down on the field, but throughout the experience the Cowboys were creating a Dallas Cowboys memory. The audio both outside and inside the stadium are intended to further the experience. The visual presentations on the screen and throughout the stadium are crafted to promote the Cowboys and provide memories. Even the names of the parking lots draw upon Cowboy football history.

The point is that branding is more than the correct silver and blue Pantone colors and the correct usage of a blue star. For the Cowboys it is how each person has the opportunity to interact with employees, to experience the atmosphere and to come away with a positive memory whether or not the game on the field turns out positive.

I recently read an article by Jonas Bergvall that I thought had some good points. Here are some of the highlights:

There are countless definitions for this term; a promise, a rumour, a relationship, an image, a unique position and so forth. But these descriptions are all results of branding, not the brand itself. A better description is “a person’s collected experiences of a company, product or service with a certain name.” But not even this description is spot on.

A brand is actually a memory
Everything you remember about a company, through interaction, what other people say about them, advertising, using their products or every other interaction is their brand for you.

The brand as a memory
By constructing a brand as a memory you get a better tool for managing your brand. The clever thing is that you actually start at the end. In order to be able to manage your brand over time you construct a Brand Memory Identity. This is a description of the ideal memory your customer should have of your brand. This is someone who wouldn’t imagine buying anything else other than your brand, he preaches your excellence to everyone he knows, and is prepared to pay a little extra for your brand. That’s what all your customers should be like, right?

When you have defined the end state, the rest is just about backing your way from that point to now. What does your customer need to experience to get the kind of brand memory that you would like him to have?

At Stables Creative Group one of our past projects was to create a brand within a brand. We developed a campaign around a fictitious character named “Wally” for the North Texas Tollway Authority. The project was to address reducing toll violators and “Wally” was the “brand” created to get the message across.

Our business is to be creative, so it naturally follows that we appreciate creativity. A friend shared this with me and I thought I would pass it along. It is the type of thing that even if you have seen it before, it is enjoyable to view again.

Dan Stables

Recently we worked with a group to redesign the packaging and promotional materials for their coffee. The great thing about this coffee is that it has the power to change lives! Pretty strong stuff! The coffee is La Mai Coffee and they work with farmers in Thailand to grow coffee beans instead of poppies for opium in order to combat the drug trade. Then, the proceeds from the sale of the coffee are directed back to Thailand and used to fund efforts to bring young girls out of child sex trafficking. The beans are ground right here in the Dallas area and the coffee tastes great!

Right now it is a grass roots effort and the coffee is offered through La Mai International and mostly sold through church coffee shops. Please take a moment to check them out. If you drink coffee, you could enjoy a cup and change lives at the same time.

Dan Stables
Principal

Like everyone else, I find the internet a great source of information and very convenient in many cases. But the many advantages of online don’t overshadow or eliminate the value of printed material. For example, I enjoy archery. Sometime back I was considering the purchase of a new compound bow. The internet was very valuable in providing multiple sites with various offerings from manufacturers and useful information about differing models. But, when I went to the local archery pro shop to look at various models and test them out, I loved the opportunity to take printed brochures home to study. The look and feel of the photography and the paper and the ability to hold the information in my hands is much more pleasurable to me. Reading the information on a printed page is more comfortable for my eyes. (A bit paradoxical since I am stating my case on a blog!).

Recently I received a piece from Utopia Paper that pointed out some statistics that addressed my point. The piece pointed out that consumers receiving a printed catalog are twice as likely to buy online than those consumers who do not receive a catalog. That 67% of online action is driven by offline messages, and that 86% of those surveyed say shopping is easier when they have a printed catalog.

Dan Stables
Principal