92 West » Identity

Marketing and Advertising Basics

92 West — Thu, 13 Jan 2011 03:50:53 +0000

92 West | We’re in the Ideas Business

It’s 2011 and we here at 92 West think it’s time to get back to basics; namely branding and brand development. The basics behind branding is that people often fail to recognize the difference their brand and their brand identity. Similar terms, but different in what they mean to your marketing and advertising efforts. Also, knowing some of the basics will better equip you when dealing with your preferred identity, graphic or web design professional.

What is a Brand?

As new companies come out, competition increases and creates a near infinite amount of choices. Companies need to look for ways to connect to customers to create lifelong relationships; connect emotionally and become irreplaceable…

Case in point… I don’t need Starbucks… but I love it (don’t tell the wife)… Although I have my questions if they love me back .

In any case, a strong brand will stand out in the densely crowded marketplace. People fall in love with brands (Starbucks ), trust them and truly believe in their superiority to their competitors.

A brand is a person’s gut feeling about a product, service or company and illuminates answers to the following fundamental questions:

who you are?
who needs to know?
how they will find out?
why should they care?

To sum it up, a brand should help consumers choose from the infinite amount of choices and should reassure the consumer that they’ve made the right choice through communication on the intrinsic quality of the item they purchased. Also, a brand should use distinctive imagery, emotional associations and language that encourage customers to identify with their brand.

Honestly, there’s a lot more to this basic branding, but I think your getting the picture. Choose your audience. Communicate with them often and with consistency. Calibrate your message to entice your demographic to identify with you. Simple words… sometimes hard to do.

“It’s never to late to be what you could have been.”
- George Eliot

Communication is the key to great branding and when I was at AAA as an Advertising Coordinator they really stressed that their brand was best served at “Every Point of Contact”. That message (thanks Becky!) has stuck with me and our clients have benefited greatly as well from that doctrine.

Points of Contact… Not all, but a decent list:

Website
Newsletters
Business Forms
Signage
Packaging
Exhibits and Trade shows
Proposals
Email
Voicemails
Publications
Web Banners
Letterheads
Business Cards
Billboards
Ephemera (something transitory or short-lived)
Vehicle Graphics
Services
Employees
Speeches
Presentations
Networking Events
Telephone
Word of Mouth
Direct Mail
PR
Blogs
Social Media
Sales Promotions
TV, Radio
Print Advertising
In-Store Experiences

Now, every point of contact may seem like not a big deal but have you ever called a company and simple decided against using them from how they answered the phone or how a sales person treated you on the floor. Even some of the best restaurants with great cuisine will continue to be unvisited because of one bad waiter. There’s a great deal of choices out there… why would a customer subject themselves to anything less than a great experience.

Be the best brand you can be: Combine imagination and craft with intelligence and insight.

One eye sees. The other feels. That’s brand identity.

Brand identity is something that appeals to the senses and generates a tangible experience. You can touch it, hold it, see it, hear it sing and watch it move. It is the fuel that drives recognition and amplifies the companies difference from it’s competition. Brand identity makes great ideas meaningful and accessible; truly taking many different elements and unifying them into a seamless system.

Make Sense?

If not… look at Target. Pepsi. Coke. Amazon. Many parts. One unified message that organizes color, spirit, message and design. The end result is something that embodies the intangibles… emotion, context and things that matter most to today’s consumers… the essence of the company.

All branding is design driven and victory belongs to the most persevering. Look at GAP… they changed their logo in 2010 and a week later moved it back because of customer backlash.

Fact. Not all ideas are going to work… even if they seem great.

Victory goes to those who don’t “Market Safe” and persevere even when the chips are down.

So now that we know what a brand is and what a brand identity is… let’s talk on the tactful art of Branding.

Branding is a disciplined and in-depth process that is used to build awareness and extend customer loyalty. Great branding is driven from the top down… meaning if the CEO isn’t behind what marketing is doing… you’ll find their graphics staff in the bar after work bitching about why the message is failing. Make no mistake. Investing in your brand is an investment in your companies future. As technology advances we must seize every opportunity to express why individuals should choose your brand over another.

Perception is Key.

Really… what’s the difference between Nike and Rebook in the 90′s…. I didn’t know then… and I’ve never invested the time… but I know that I like my Nike’s .

As you proceed with your companies marketing efforts remember to invest in your core strengths and don’t skimp on understanding the consumer… you may be surprised that your strengths are not what you thoughts. Next… don’t fear innovation. It’s a driving force that won’t let you sit still while your competition passes you by. Finally… remember to communicate and do so often!

The process of branding is simple and structured.

Conduct Research – Your brand is not what you say it is… it’s what they say it is.
Process: Perception > Behavior > Performance
Clarify Strategy – The best brand strategy is developed as a creative partnership between the client, the designer and the strategist
Alignment: Vision > Actions > Expression > Experience
Design Identity – The right name connects people and captures the imagination
Process: Naming > Tagline(s) > Vision > Meaning > Authenticity > Differentiation > Duribility > Coherence > Flexibility and Commitment > Value Proposition
Create Points of Contact – Social Media is Word of Mouth on Steroids
Brick and Mortar > Web & Traditional Media > Blog > Social Media > SEO
Manage Your AssetsKeep to your strategy. Build a Brand. Protect the Message. Engage Your Costomers

Well… that was a bit longer than intended, but I think it’s a great start for Branding Basics . I’ll write more on the topic as the weeks go by.

Contact 92 West today for a quote or more information on identity, print, web or seo today!

Troy Kadavy

Creative Director

92 West | We’re in the Ideas Business

13504 Stevens Street

Suite C

Omaha, Nebraska 68137

t. 402.237.8235

d. 402.677.6241

f. 402.953.4395

http://www.92west.com

92 West Site Links:

Logo Design | Graphic Design | Web Design / Development | Photography | Omaha Web Design | SEO

92 West :: We’re in the Ideas Business

92 West — Thu, 09 Dec 2010 02:51:51 +0000

92 West specializes in logo, print and website design for Omaha, Nebraska and beyond.

Contact 92 West today for a quote or more information on identity, print, web or seo today!

Troy Kadavy
Creative Director
92 West

13504 Stevens Street
Suite C
Omaha, Nebraska 68137
t. 402.237.8235
d. 402.677.6241
f. 402.953.4395
http://www.92west.com

92 West Site Links:

Logo Design | Graphic Design | Web Design / Development | Photography | SEO | Omaha Web Design

identity (logo design) + Graphic and Website Design

92 West — Wed, 01 Sep 2010 02:26:56 +0000

We’ve been busy here at 92 West creating a number of websites, handling branding for our wonderful clients and keeping up on our graphic and website design skills. Unfortunately, we’ve been slacking on updating our main ship… the flash site. We’ve finished the content management system for our Flash site and we’ll be sure to be updating the identity, print and web design areas shortly.

In the interim, please allow us to show off some new client work through our blog… our friendly and easily updated blog…. which our flash site will now be as well . Happy days… in any case, here’s some of the new stuff for your viewing pleasure.

Logo Designs

Omaha Media Group, LLC Logo Design

Nineteen2, LLC Logo Design

Nelson Precision Agronomics Logo Design

Heartland Romance Online Dating

Genesis Medical Staffing Logo Design

Dudley's Dew Right Logo Design

92 West is in the ideas business.

We’re a results focused design firm offering a creative blend of marketing, strategy, technology and design.

Our diverse experience in branding, web design, application development, print campaigns, displays and signage enable us to guide you through all aspects of your project, from strategy to launch and beyond.

identity + print + web

Please look at our new demo reel and if you have a question on our services or are in need of a quote we’d be happy to visit with you in person. Contact us at 402.677.6241 or by clicking here.

Troy Kadavy
Creative Director
92 West

13504 Stevens Street
Suite C
Omaha, Nebraska 68137
t. 402.237.8235
d. 402.677.6241
f. 402.953.4395
http://www.92west.com

92 West Site Links:

Logo Design | Graphic Design | Web Design / Development | Photography | SEO | Omaha Web Design

logo design (identity) + print + web

92 West — Thu, 05 Aug 2010 15:33:05 +0000

92 West is in the ideas business.

We’re a results focused design firm offering a creative blend of marketing, strategy, technology and design.

identity + print + web

Please look at our new demo reel and if you have a question on our services or are in need of a quote we’d be happy to visit with you in person. Contact us at 402.677.6241 or by clicking here.

Troy Kadavy
Creative Director
92 West

13504 Stevens Street
Suite C
Omaha, Nebraska 68137
t. 402.237.8235
d. 402.677.6241
f. 402.953.4395
http://www.92west.com

92 West Launches Crane Connection!

92 West — Thu, 14 May 2009 22:18:11 +0000

Crane Connection, LLC

Crane Connection, LLC approached 92 West to create a website that utilized a content management system, flash and video elements, displayed banner advertisements and also allowed crane buyers, sellers and manufacturers to meet and put their equipment online so that they may better move their inventory.

The site took three months to develop and is still in the process of improvements as I type currently. We’re incorporating an e-mail marketing tool, a blog for crane industry events / information, RSS feeds for various sections of the website and are implementing a google adwords campaign to generate awareness.

Future updates will also include a members section that will have information on how to optimize their own website’s search engine optimization.

The logo and identity of the site / company was also developed by 92 West; my advertising and marketing company. All in all I think the site will be a great success and I’ll be involved in future marketing efforts with them.

Additional Information:

Crane Connection Categories:

Hydraulic Truck Crane | Carry Deck Industrial Crane
Rough Terrain Crane | Crane Crawler/Dragline Crane
All Terrain Crane | Conventional Latticeboom

Boom Truck Crane | Gantry/Overhead Crane
Knuckleboom Crane | Tower/Self Erecting Crane
Drywall Material Handling Wall | Bucket Truck/Sign Crane

Down Cab Rough Terrain Crane | Pedestal/Marine Crane
Parts and Attachments | Featured Crane Listings

Please contact Troy Kadavy of 92 West at 402.677.6241 for any additional information.

Troy Kadavy
Creative Director / Owner
92 West

92WEST :: Branding and Logo Design

92 West — Tue, 24 Mar 2009 20:02:42 +0000

92 WEST has developed a number of logos and has creating branding for a variety of companies large and small. Below is a selection of logos we have developed over the years for your viewing pleasure.

Please feel free to contact 92 WEST with any questions or for a cost estimate.

Download Logo Examples

Branding Terms & Useage

92 West — Mon, 30 Jun 2008 21:07:08 +0000

Brand
A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service.

Brand Attributes
Functional or emotional associations that are assigned to a brand by its customers and prospects. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments.

Brand Audit
A comprehensive and systematic examination of all collateral (both tangible and intangible) which relates to a brand.

Brand Awareness
The proportion of target customers that recall a brand. Realisation by a consumer of the existance and availability of a particular product. Brand awareness is a common measure of marketing communications effectiveness. Unaided awareness is spontaneous; aided or prompted awareness is when the name is recognised among others that are listed or identified.

Brand Equity
The value – both tangible and intangible that a brand adds to a product/service.

Brand Essence
The core characteristic that defines a brand.

Brand Expansion
The exposure of a brand to a broader target customer market, geographic market, or distribution channel.

Brand Extension
The application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver.

Brand Identity
A unique set of associations that the brand strategist aspires to create or maintain. These associations represent what the brand should stand for and imply a potential promise to customers. It is important to note that a brand identity refers to the strategic goal for a brand; while brand image is what currently resides in the minds of consumers.

Brand Image
A unique set of associations within the minds of target customers which represent what the brand currently stands for and implies the current promise to customers. (Note that brand image is what is currently in the minds of consumers, whereas brand identity is aspirational).

Brand Loyalty
The strength of preference for a brand compared to other similar available options. This is often measured in terms of repeat purchase behaviour or price sensitivity.

Brand Management
The process of managing an organisation’s brands in order to increase long-term brand equity. Also the person or group responsible for designing brand identities, aligning them for maximum effectiveness, ensuring that they are not compromised by tactical actions, and designing appropriate brand crisis management plans.

Brand Personality
Brand image or identity expressed in terms of human characteristics. Distinguishing and identifiable characteristics which offer consistent, enduring and predictable messages and perceptions.

Brand Positioning
The “market space” a brand is perceived to occupy; the part of the brand identity that is to be actively communicated in a way that meaningfully sets it apart from the competition.

Brand Positioning Statement
A statement that describes the “place” that a brand should occupy in the minds of target customers. Focuses on the equities that meaningfully set a brand apart from the competition. Typically constructed in the following format: “To (target market), Brand X is the brand of (frame of reference) that (point of difference).” Eg. “to the brand of (frame of reference) that (point of difference).” Eg. “to caffeine-concerned coffee drinkers, Sanka is the brand of coffee that has no caffeine to upset you.”

Brand Power
A measure of the ability of the brand to dominate its product category.

Brand Relevance
The alignment of a brand – its attributes, identity and personality with the primary needs/wants of its target audience

Brand Slogan/Tagline
A easily recognisable and memorable phase which often accompanies a brand name. An aid to recall and reinforcement. Eg.Nike: “Just do it”

Brand Strategy
The ‘big picture’ plans and tactics deployed by an organisation/brand owner to to create brand equity.

Brand Value
The monetary premium that results from having customers who are committed to your brand and willing to pay extra for it. The financial value calculated or determined to be attributable to the brand, apart from other tangible assets.

Brand Value Proposition
The functional, emotional, and self-expressive benefits delivered by the brand that provide value to the customer: provides the rationale for making one brand choice over another.

Notes on Logo Design & Brand Application

Troy Kadavy — Thu, 19 Apr 2007 16:05:03 +0000

A companies logo should be memorable, unique, solid in design and reflect the businesses core service(s) / products(s). Truly, a great logo is more than just art; it’s your business identity and should embody your companies key attributes and brand promise while being distinctive at the same time. Our logos are designed only after our team researches your market, your firms or clients objectives, positioning as well as consideration of the logo’s various application environments.

General Items To Note About Successful Logos and What They Should Accomplish.

Distinguish your company from your competition:
Be your own brand. Emulating the leaders in your industry will not allow your firm to move ahead. Companies that are truly successful will set themselves apart, rather than looking alike (Exp: Coca-Cola vs. Pepsi, McDonalds vs. Burgerking, Microsoft vs. Apple)

Use Meaningful Colors that Reflect Your Industry:
Different colors and shades can have different effects on people because of color association. Color psychology should be applied. Color psychology is a field of study in which we as people analyze the effect of color on human behavior as well as how it impacts us emotionally. In general, people may confuse color psychology with color symbolism, which for the purpose of this article we must avoid. A typical symbolic example is that red is widely used to denote danger, in great part because of the fact that reds have the illusion of appearing nearer than other colors; thus having greater impact. In color psychology, our typical association with yellow and black is that of danger. Another great comparison is that while green denotes envy in many cultures, in color psychology, it is associated with balance.

Use an appropriate font:
Your personal tastes should be weighed in, but as a decision maker of your companies appearance and path you should be mindful of your industry and what fonts make sense.

Be Straightforward:
Logos can have embellishments / ornaments and other elaborate features, but it should be simple enough to make a quick statement.

Make an intelligible and Distinct Statement:
The next time a customer needs your kind of business, he’ll choose you just because of brand recognition and how your brand reinforces that customers perception of the value and quality of your business.

A Note of LLC, Inc and Other Details:
Your logo does not need it. That type of detail can be saved for documentation about your company.

Taglines
A logo should be designed to stand on it’s own, make an impact and visually describe what your business is or does. Taglines are an important element that can be added to further establish what you want to say. Taglines are not always recommended, but when kept short (3 to 5 words at the most) can be an important part of a company’s image.

Should your firm or client be in need of a logo, logo redesign or branding please check out our work and contact us at 402.933.3794 or order 92 West’s services online. We’ll be more than happy to assist.

92 West Launches Riverside RV Camp & Storage’s Website

Troy Kadavy — Mon, 26 Mar 2007 21:52:38 +0000

Riverside RV Camp & Storage, referred to 92 West by an existing client, was in need of a website to be designed which reflected their campsite and business. After speaking with Ron & Bridget, owners of Riverside RV Camp & Storage, it was decided that we were going to implement a content management system (CMS) which would cut maintenance costs by allowing and admin user on their staff to update the text and graphics. Also during the meeting it was decided that 92 West was to re-brand their current logo and color scheme to better fit their goals and desired look for the camp site. The riversidervcamp.com site was created on the Soholaunch platform and our design integrates various graphic elements as well as Flash navigation. The end results reflect a clean style and simple navigation for ease of use regardless of your level of skill navigating the web. Also, in our internet marketing efforts, all pages were search engine optimized and submitted to the leading 64 search engines for added exposure online.

Please visit riversidervcamp.com or read below for details.
Ron & Bridget, the owners of Riverside RV Camp, have created a camping ground near Ashland, NE (about 20 miles west of Omaha, NE). The camp resides on the Salt Creek which leads into the Platte River. Riverside is a place where individuals can take their RV, set-up camp, enjoy the outdoors, go fishing, take the kids to the pool and, more importantly, relax.

Facilities offer water, 30 and 50 amp hookup, weekly RV waste pick up at RV camp site, restrooms, showers, washers/dryers, swimming pool, children’s playground, one picnic table per lot, walking trails and fishing is available. Roads will be hard surfaced during the 2007 camping season. The camp has many trees and lots average 35′ wide x 50′ long.

Riverside RV Camp is close to Mahoney State Park, Strategic Air & Space Museum, Quarry Oaks Golf Course, Iron Horse Golf Course, Simmons Safari Park, City of Ashland, West Omaha shopping and restaurants.

Building a Brand Identity… Why should you do it?

Troy Kadavy — Sat, 16 Dec 2006 23:46:27 +0000

This is a question that needs to be answered before an organization can embrace branding as an investment rather than a cost. The fact is that while few view brands this way, they are business assets. This simple realization is something that many brand strategists have spent a good deal of time writing and speaking about. Brands have a value in the marketplace that can be built up over time or degraded through bad behavior.

A brand is the sum of all perceptions about a product, service, or organization. It is what customers, prospects, and employees feel when they think of your business. It is the music on hold, the sign on the door, and the conference table in your conference room. Every time your entity touches a customer, prospect, or employee they add one more experience to their perception of your brand.

What this means is that measuring and managing the kind of experience you’re creating for your customers and employees is a crucial part of building a valuable business. Businesses that are typically associated with great branding typically: charge a premium price, perform better in he stock market, have higher customer and employee loyalty, and increase the level of emotion in their category.

As we are bombarded with more and more information our emotions play a bigger role in decision-making. Brands that build rational and emotional equity with consumers will be the leaders of tomorrow. We at 92 West aim to take part and assist those in need.

92 West Launches New Personal Project – Rakish Artwork

Troy Kadavy — Fri, 18 Aug 2006 04:26:41 +0000

RAKISH ARTWORK
PROJECT DESCRIPTION:

Rakish Artwork is marked by a carefree, stylish unconventionality. It has been designed to sell our staff’s and local artist’s artwork online to a wide range of consumers that desire fashionably chic artwork.

Rakish Artwork


SEO | Omaha Web Design | Marketing | Advertising | Logo Design | Branding | Identity | Web Design

92 West Launches New Brand for Sunrise Business Cards

Troy Kadavy — Sat, 06 May 2006 03:55:50 +0000

SUNRISE BUSINESS CARDS
PROJECT DESCRIPTION:

Tim Mandolfo of Sunrise Business Cards wanted to update his company’s image to appeal to a broader market. The new logo was incorporated into a complete branding package that included a direct mail campaign introducing the new look to both their current clientele and to new prospects.

Sunrise Business Cards