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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

Search Engine Optimization by 92 West

92 West — Fri, 29 Oct 2010 00:54:21 +0000

Certified Search Engine Optimization Specialist

Yes. It’s true. We have it. You want. A search engine optimization (SEO) specialist who is certified in doing those geeky things that you don’t want to do but need. Who is he you ask… our own Jamie Kadavy. He’s savvy. He’s smart… and even better… he knows how to get you ranked higher!

Search Engine Optimization Specialist | Jamie Kadavy

What 92 West can do for your SEO needs:

92 West will provide you with a Top Ten Ranking Report. Our 60+ page report will generate a Top 10 Ranking Requirement Score for your website based on your requested keyword/key phrase. The highest score is a 100% which is required to be in the top 10 results for a specific search term. As we make the provided changes to your website, you will see your score go up, along with your rankings. We also can do all of the editing for you on your companies website based on future SEO reports or SEM (search engine marketing) needs. (Honestly… search Google for Omaha advertising…. guess who is number one.. that’s right… 92 West)

SEO??? How about Social Networking

Social Networking is important because it gives your company Recognition, a chance to build more relationships online and provides more
Resources. Social networking is also a proven method of getting easy referrals and the more social networks your company is involved with, search engines see your company as more important and will rank you higher. (Gotta love that SEO standpoint)

Contact 92 West today for additional information on search engine optimization!

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.

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. Creative Design. Original Concepts.

92 West — Tue, 05 Jan 2010 16:08:08 +0000

It’s been almost ten years since my brother and I took on the challenge of building a design agency and we’ve learned quite a bit… changed the way we did business… improved other peoples brands and have helped many companies create a strategy for success. I’m happy to say that we’re as thrilled now as we were then. The excitement behind building a brand or helping an established business find ways to reinvent their look and establish relationships with new customers. Truly, this is one of the great paths in life… a road that allows us here at 92 West to positively effect businesses and leave a meaningful and lasting impact on our clients customers.

Over the next few months we’re going to be putting together a number of video’s up on our blog that will help explain various aspects of design and branding building… even some of the basic SEO strategies we use to improve placement. For now though, I’ve included a list of what we do below and should your needs fit our services we’d love to hear from you.

Troy Kadavy
Creative Director
92 West

Brand Strategy:
A brand is a source of a promise to the consumer; it’s a simple truth in marketing. The promise is relevant with differentiated benefits. Everything an organization does should be focused on enhancing delivery against its brand’s promise.

Combining a few different definitions, a brand is the name and symbols that identify:
- The source of a relationship with the consumer
- The source of a promise to the consumer
- The unique source of products and services
- The single concept that you own inside the mind of the prospect
- The sum total of each customer’s experience with your organization

Leading organizations have discovered that brands, as well as their people, are their most valuable asset. A strong brand will deliver substantial benefits. Contact 92 West and we will help you spearhead this effort and release the full potential of your brand.

Identity and Logo Design

We at 92 West believe the best design will always start with a deep understanding of the brand and the consumer. That’s why our design process begins with an immersion into the marketplace, the brand and, most importantly, we dive deep into the minds of the people most likely to buy your brand. Just not a great look, it is a relevant design with the power to inspire and move someone.

SERVICES:
Logo Design / Identity Creation
Brand and Identity Management
Brand Positioning

Graphic Design – Print

ah… the smell of paper stock

The visual identity of your company serves to reinforce a consumers’ perceptions of the value and quality of the company’s goods and services. A consistent application of the identity across different media serves to create a unified brand experience for a company’s customers.

Collateral materials such as business cards, letterhead, brochures, and presentations are all opportunities for a company to communicate its brand. Our print materials provide a consistent, accurate expression of a company’s positioning and distinctive attributes.

SERVICES:
Stationary Packages
Business Cards
Letterheads
Envelopes
Brochures
Folders
Booklets
CD/DVD Case
Postcards / Direct Mail
Letter Shop
Newsprint & Magazine
Outdoor/Transit
Posters
Banners & Displays

Web Design & Website Development

the language of geek… we speak it well

Whether the objectives are to create a new business channel, customer support, or to deliver a message, a company’s presence on the web is just as important as your brick and mortar influences. 92 West balances the business requirements while keeping in line with the customer needs and budget criteria.

SERVICES:
Web Design & Development
Content Management Systems
E-Mail Template Design
BLOG Install / Design
E-Commerce Sites
DVD/CD ROM
Banner Ad Development
Maintenance
Consulting
SEO Services
ActionScript 3.0 and 2.0
PHP, ASP, ColdFusion
XML, HTML, CSS

Hosting:

Basic Hosting
10 GB bandwidth
500 MB storage
5 domains
10 email accounts

Business Hosting
30 GB bandwidth
2000 MB storage
20 domains
20 email accounts
C-PANEL access

Professional Hosting
50 GB bandwidth
4000 MB storage
unlimited domains
unlimited email accounts
C-PANEL access

Photography

point. click. shoot.

Quality images of your staff and products are all part of your daily business needs. We balance your needs with a solid product that you can use time and time again.

Services:
Staff Photography
Product Shots
Photo Touch-Up
Architecture Shots

V3 of 92WEST.com Launches 9/21/09

92 West — Tue, 08 Sep 2009 21:58:02 +0000

Current Gallery of Work:

This SlideShowPro photo gallery requires the Flash Player plugin and a web browser with JavaScript enabled.

Stay tuned for a sneak preview of 92 West’s new site.

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

Social Networking for Business

92 West — Thu, 09 Apr 2009 16:28:28 +0000

In the age of social networking online it would be in a companies best interest to take an active role in these new media outlets. Blogging is a fast and effective way to present our knowledge to a vast audience that may not be looking for your firm; finding us through a natural search rather than our staff pushing it to them. It establishes additional creditability and allows our current clients, future employees and potential clients to read a more personal message on services that they may have not known that your firm provides.

I would also concede that these information and media outlets are not a replacement of your efforts at your domain, but as a compliment to your online presence. I would also state that the following items are “nice-to-have” and not a “need-to-have” in our business model. With that said, I’ve included some of the benefits to the following:

Twitter: Online mini-blogging site.

Business Benefits:

a) User can update users on a minute by minute bases from their browser

b) Additional links to hdrinc.com is an added SEO benefit

c) Allows for an informal connection of our professionals to their peers

d) Search engine friendly content

e) RSS (Real Simple Syndication) feed can be subscribed to

Blogging: Text / Image based posts where commenting is allowed in a public or private forum

Business Benefits:

a) Allows for staff to publish their thoughts on work / theory

b) Establishes your professionals as the experts in their peers / clients eyes

c) Additional links to www.92west.com (example) is an added SEO benefit

d) Blogging on specific topics can pull potential clients to your firm and build awareness of your capabilities

e) Search engine friendly content

f) RSS (Real Simple Syndication) feed can be subscribed to

Podcasting: Video or MP3 file posted on Blog

Business Benefits:

a) Establishes your professionals as the experts in their peers / clients eyes

b) Specific topics can be presented in a formal or non-formal setting

c) Topics can be downloaded for future use which will benefit your firm’s brand awareness

Just my thoughts on it .

Troy Kadavy

Creative Director

92WEST

Omaha, Nebraska

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

92 West’s Troy Kadavy is a Featured Artist on TalentDatabase.com

Troy Kadavy — Mon, 17 Sep 2007 05:37:37 +0000

TalentDatabase.com has featured 92 West’s work and our own Creative Director, Troy Kadavy, on their main page of the design portal channel. This site is full of talented individuals and we are proud that we have been selected. Please visit TalentDatabase.com for more information and please check out our advertising and marketing site online at www.92west.com

5 of 92 West’s Websites Accepted on CoolWebAwards.com – 2 Earn Platinum Rating!

Troy Kadavy — Mon, 17 Sep 2007 05:29:32 +0000