With Super Bowl XLVI being hosted here in Indianapolis, we’ve had some unique insight into the time and energy it takes to plan and execute the Super Bowl experience. Similar to building a Bold and effective brand strategy, Super Bowl prep is no simple task. Here are a few similarities that the two share:

1. Planning Starts Early.
Indianapolis won the bid to host the 2012 Super Bowl in May 2008. That means it has taken roughly 45+ months of preparation. Although the game is being held in Lucas Oil Stadium, there is much more that comes into play such as hotel accommodations, way finding, parking, etc. which required the city to evaluate the impact of hosting beyond just the stadium.

Whether you’re in the early phases of hiring a branding firm, building a brand intentionally or you’re maintaining a strong, existing brand, it’s important to make time to evaluate the big picture. How is our web presence impacting our brand? Is our internal culture consistent with the brand we’re trying to establish? Every decision you make has an impact on the brand to some capacity.

2. Defining Roles is Essential
The Indianapolis Super Bowl Host committee consists of 32 staff members and 3 legacy project members. Each member has specific responsibilities that are required if the event is going to be successful. If one or two committee members slack off, it’s going to make it harder to achieve the level of success the city is aiming for.

Metaphorically speaking, your brand has a committee too. You have a number of players that, when working collectively, can maximize the perception and success of your brand. Instead of people, your committee is made of your logo, your voice, web presence, print collateral and internal culture. Defining brand elements will keep you in control of your brand rather than your brand (or lack there of) preventing you from greater success.

3. Connecting on an Emotional Level
Game day is quickly approaching and downtown Indianapolis has been transformed into Super Bowl Village. From a local perspective, excitement in Indianapolis has reached a whole new level. Now we know which two teams will be competing for the championship, and excitement is gaining momentum on a national level too.The local and national buzz regarding the Super Bowl only adds to the anticipation but also contributes the Super Bowl brand.

What are people saying about your brand? Most of what’s being said is emotionally driven—it’s positive or negative. Emotions play a role in “business decisions,” and if your prospect can’t find an emotional connection with some aspect of the brand, it’s going to be an incredibly difficult sell.

4. Commitment and Follow Through Are a Must
Not only does the Indianapolis Super Bowl Committee have specific roles but they also have commitments. Without the commitment of following through they are left with only great ideas. Unfortunately, great ideas aren’t enough to successfully host the Superbowl.

Some of the strongest and most well-known brands that exist today are successful because their companies are committed to the integrity of the brand. They understand the importance of identity and have taken time to plan, define roles, and connect emotionally with their audience. Most have extensive brand guidelines that map out exactly how to handle the visual aspects to the brand. Every decision that impacts their brand is made intentionally.

5. Always Seek Out Ways to Improve
Over the past 45+ months, I’m sure tweaks were made to the Super Bowl Planning process to enhance the experience. We are just days away from the big game, and already Indianapolis is receiving great reviews nationwide. When you plan early, you’re giving yourself time to adjust along the way. This is also true for your brand. It’s imperative in a competitive market to be continually improving your message and awareness.

We’re only 30 days into the new year, and you still have plenty of time to plan and develop your bold brand. Choosing to build your brand with these five similarities in mind will result in a brand strong enough to withstand our rapidly changing world. It’s not a quick and easy task, but it’s never too early to start the conversation.

Have you been downtown to see the Super Bowl Village? Which element had the greatest impact on your experience?

A successful marketing campaign is more than just a great portfolio and presentation. While those are certainly key pieces, each part of the process–from the first phone call to the follow-up thank you note–reflects you and your personal “brand.” It’s important that you take the time to develop a strong strategy in advance so potential employers have a consistent experience from start to finish.

Define your strategy.
Treat your personal marketing strategy like any other design problem. You are the client, and you have a problem that needs solved (i.e. you want a job). You have a goal or outcome to work towards, and you have a specific set of criteria and guidelines to consider. Take time to map out the process, points of contact, and any deliverables you’ll need along the way. Not only will you be prepared as a result, but you’ll have more control over the experience from beginning to end.

The right approach.
These days, networking is a critical part of most marketing strategies. Many design firms don’t advertise employment opportunities, so instead of limiting your search to companies with open positions, focus your energy on the opportunity to make connections and gain valuable feedback instead. Doing so demonstrates that you’re being proactive and removes the pressure of finding or being offered a job. And, your preparedness may open up more opportunities for feedback, referrals, and even a second meeting.

Finally, the bigger picture.
As mentioned above, it’s important to make sure that each individual piece of your personal marketing campaign is intentional, consistent, and has a clear purpose. Take the time to develop your strategy. Consider the voice and tone of your materials, the design and visuals, the different outlets for connecting with potential employers, and a plan for organizing and managing your connections and the experiences they have. Make sure everything works together seamlessly and intentionally. While it may seem like a potentially unnecessary amount of time and effort in the beginning, being prepared when an opportunity presents itself will make it well worth the effort.

Remember, marketing yourself is so much more than your portfolio and getting a meeting. When you approach the process with a solid plan, you create a strong, secure foundation to move forward on. And, more importantly, you may just find that it’s the extra nudge you need to set yourself apart from the competition. That alone is invaluable.

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In case you missed the first two articles in the “Marketing You” series or you simply need a refresher, learn more about “Designing Your Personal Portfolio” and “Putting Your Best Self Forward.”

It’s graduation time, and design students all over the country are putting their college days behind them. After countless hours logged in the studio, late nights, and a heck-of-a-lot of time spent preparing portfolios, the time has come to hit the pavement in search of that first design job. Or, perhaps you’re a seasoned pro in search of change. Whatever your circumstances, having a strong portfolio is just one piece of the puzzle. Before you step into your first meeting, take some time to prepare.

Rehearse, rework, and rehearse some more.
So, your portfolio is shiny and complete, and you’ve scheduled your first meeting! You’re all set, right? Perhaps, but more than likely, you need to do some prep on the presentation. When presenting your portfolio, be prepared to take the reins in the conversation. Assume that you’ll be in charge of talking through your work, and be prepared for a reviewer that might have little to say until you’re finished. It’s better to be over-prepared, and practice is key. Invest time in rehearsing your presentation, and you will begin to recognize areas that flow smoothly as well as others that could use some work. You might also come across a few projects that aren’t as strong as others. Practicing ahead of time allows you the opportunity to act on problems and weaknesses in advance.

A well-rounded package.
A designer’s portfolio is a key piece of the “marketing you” process, but it’s just that… one piece. In reality, your portfolio is part of a much bigger package. Design is a collaborative process, and your personality and the impression you make will also play a part in whether you’re considered a good fit for any company. Forming a good connection is key–if you’re nervous, uncomfortable, or unprepared, you may not be putting your best self forward, and you might not develop a good personal connection. Researching the company in advance, as well as rehearsing and familiarizing yourself with your presentation will allow you to focus on the person sitting across the table from you.

Work in progress.
In design, feedback and critiques are a vital part of the design process, and it’s no different when it comes to your portfolio and presentation. At this stage, it’s easy to think of your portfolio as a finished, final package, but more likely than not, your reviewer will have feedback on your work, presentation, or both. This part of the process can be frustrating and confusing as the feedback may vary with each presentation, and you will need to form a strategy for interpreting and acting on the comments you receive. After each meeting, take some time to sort through and analyze the feedback. You probably won’t act on everything, but there might be some really valuable suggestions that you can implement. Remain flexible and, most importantly, realize that your portfolio and presentation will always be a work in progress.
What’s next?
While it might seem like the process is nearly complete, it’s really just beginning. What have you done or will you do to remain top-of-mind? Be sure to discuss next steps before you leave any meeting, and always have a strategy for follow-up. And, regardless of the outcome, treat every experience as an opportunity for referrals or future work. By keeping doors open, you open yourself up for unexpected opportunities.

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Recognizing that your portfolio and presentation are only two pieces of your personal marketing strategy is key. To learn more about the bigger picture, keep an eye out for our next article in the “Marketing You” series.

In case you missed it or simply need a refresher, click here to read the first article in the series titled “Marketing You: Designing Your Personal Portfolio.”

Spring has become synonymous with the end of a school year for our local design students, and soon, fresh design careers will be sprouting all around us. If you’re a student, you know that spring is a pivotal time for final projects, portfolios, and countless reviews–all in anticipation of landing your first design job. But regardless of whether you’re marketing yourself for the first time or you’d like a change in your career, we can all benefit from a fresh perspective on how to go about it. And, while there are a lot of pieces to the puzzle, your portfolio is a key part of the process and a great place to start.

Solve a problem.
We are often asked for feedback on what type of portfolio is best. Is it a book or a set of boards? Does it show photos of work or the actual work itself? Should it be large or small? These are tough questions to answer, because, when it comes down to it, there’s no right or wrong answer. Your portfolio solves a problem unique to you, and you must challenge yourself to think of your portfolio as you would any design problem. Consider the client (you) and the content (your work). Consider the purpose, and your audience. Think through every piece–the structure, the voice, and the feeling you want to evoke when you present it. Overall, a portfolio is more than just a means of showing your work, and there’s no universal “right” solution.

Diversity.
The work that you include in your portfolio should reflect your current goals. What type of position are you looking for? Where do you want to work, and what type of design do you prefer? If you’re entering the design world for the first time, your primary goal is likely built around gaining experience, and you might not be as selective in what you’re looking for as someone who’s been in the industry for a while. Regardless, keep these questions in mind when selecting the content for your portfolio. If you’re looking for your first design job, you will likely find success if you demonstrate your skills as a well-rounded, diverse designer. Select pieces that show your ability with different types of projects, styles, and problems. By planning your ideal portfolio, you can begin to recognize and address gaps or needs before you begin scheduling meetings.

No excuses.
It might seem obvious, but only include work that you’re one hundred percent happy with. Excuses are unacceptable when you have complete control over the work you include in your portfolio. If you’re not satisfied with the outcome of a project, you won’t be able to sell it to your potential employer. Rather than risk making excuses in a review or meeting, take the time now to weed out or rework any pieces that aren’t up to your standards. You’re only as good as the weakest project in your portfolio, so only include your very best!

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So, what’s next? Soon, you’ll have a complete and polished portfolio, and you’ll be ready to hit the pavement scheduling meetings and reviews. For tips and insights on presenting your work in front of other design professionals, keep an eye out for our next article in the Marketing You series.

Something happened a few weeks ago that really got me thinking about the importance of networking, and more importantly, developing a solid strategy for it. I was at an event, and I was introduced to a group of college students from a local design school. I talked with them for a while, and before I left, I gave them each my business card. In design, like many fields, connections are crucial. The people you meet today can open a door for a job or project tomorrow. By giving them my card, I was offering myself as a connection and resource–knowing they will eventually graduate with the goal of finding a job.

After I left, I thought to myself whether I’d hear from any of those students. Unfortunately, I doubted it, and so far I’ve been correct in my assumption. This really made me think. What happened to the traditional rules of networking–to following up after a meeting, sticking your foot in the door, and creating a memorable connection? Are these rules obsolete in a society whose natural, everyday forms of communication, connecting, and maintaining relationships are online?

I don’t think so. I think they’re
more important than ever.

We talk with our clients about the importance of developing a solid strategy for marketing their businesses–both online and off. The same applies for marketing ourselves as individuals. Whether you’re a student about to embark into the professional world, a professional looking for new business, or a seasoned business veteran, we each need a strong, balanced strategy for networking.

So, how do we strike a balance between online and in-person networking to create a well-rounded approach? The key is to realize that there’s an appropriate place for both, and one or the other will be a better fit in certain instances. You can’t discount the value of a face-to-face meeting when it comes to making a first impression, forming a new partnership, or presenting a new idea. Conversely, your online social networking is great for staying top of mind, staying in touch, or even for generating leads.

There’s a lot of chaos in the online world these days, and it’s important and necessary to separate yourself with more personal, memorable connections. Talking in-person or even over the phone can be necessary to stand out. Successful networkers have found a balance of both–utilizing the tools available online for convenience, speed, and efficiency but relying on personal, in-person contacts in those cases where an impression must be made.

Unsure where to start on either front? Here are a few tips for standing out both online and in-person:

In-person networking:
Aim for real connections. Form real, memorable connections by remembering details from past conversations and meetings.

Mind your P’s and Q’s. Always ere on the side of etiquette and politeness. You only get one first impression, so use it wisely.

Remember that it’s a small world. Don’t talk poorly about your colleagues or company. It only reflects poorly on you.

Be prompt with your actions. If information is exchanged, don’t wait too long to respond with a “nice to meet you” email or phone call.

Be proactive. Unless it’s specifically discussed, always aim to make the first contact after meeting someone new.

Online presence:
Carefully select your outlets. Online networking can take off quickly, so choose your tools and determine your strategy in advance.

Be proactive with your online presence. Stay top of mind with someone by following them on Twitter, commenting on their blog articles, etc.

Audit your content daily. Make sure your content is appropriate and relevant to your personal and professional image and goals you’re trying to achieve.

Be dependable. Online networking tools are most effective when you actively maintain, respond, and post fresh content.

Use online tools to your advantage. Online tools are great for finding new connections and can provide an excellent transition to an in-person meeting.

My wife and I are taking a class called “Financial Peace University” which is Dave Ramsey’s 12-week course that teaches families to shed debt and save money. Last week was the “budget” lesson. Although Dave’s suggestions are geared specifically for home life, I saw immediate applications for designing a more efficient marketing budget.

“On paper. On purpose.” That’s how the popular radio talk show host recommends creating a budget. Every dollar gets a name. Money is set aside for specific purposes and should be used for that purpose only. Surprisingly, most American families don’t have a budget. Even more surprising, many businesses that I talk to don’t have a marketing budget. If this sounds familiar, here are five steps to get you started in the right direction.

1. Set Goals. What are your business goals for 2010? Rank them in order of importance.

2. Commit To An Amount. What is your company willing to invest to hit those goals? A conservative budget is approximately 2-4% of gross sales. Using this example, a $10 million company will invest $200-400,000 to support their current level of sales. More aggressive, consumer-focused companies often spend 10% or more annually on marketing. If you’re aggressive and looking to grow, consider these formulas from Fast Comapany. Scale these figures to best fit your goals.

3. Categorize Your Needs. Make a list of your current marketing initiatives and any new initiatives you wish to implement in 2010. Will this plan support all of your goals? Do you foresee any holes or wasted dollars?

4. On Paper. On Purpose. Now that you have established your goals, total budget, and marketing initiatives, it’s time to start building your marketing plan. Allocate the appropriate funds to each category. Some items may be paid for in lump sums, and others will be paid for monthly. Design this into your budget.

5. Opportunity Fund. Finally, be sure to allocate a category in your budget for un-planned marketing opportunities. These funds could be used for a new interactive or social media opportunity, or maybe even an emergency reprint of your company brochure. Either way, you can usually expect new opportunities to present themselves in the coming year. Even Dave Ramsey recommends having a “blow money” category in your personal budget – it’s kind of the same concept.

So in review: set goals, commit to an amount, categorize your needs, get it on paper, on purpose, and be sure to reserve a few bucks for opportunities that present themselves. Happy budgeting!

Take a moment to think about your “competition”. You probably immediately thought of one or two competitors. Your clients-to-be often ask you about them. They pitch all of the same accounts that you’re pitching. Even the not-for-profit world has competition. You’re kidding yourself if you don’t see those other charities as competing for the same donation dollars.

What if you could make them go away? I don’t mean out of business or even out of town. But what would it take to prevent them from being able to compete with your company altogether? You can’t actually get them to “go anywhere”, but there is a very simple solution.

Make your competition invisible by getting out of their business.

Okay, before you stop reading, listen to what I mean. If you’re in the professional services field (which most of our clients are) then more than likely you’re competing on the same platform, and selling a virtually identical service to the same audience as your competition.

How would you describe what’s unique about your brand? Chances are, you’d offer a paraphrased version of your mission statement. “Our commitment to quality service, and dependable …great products and fair pricing …and the best people in the business.” Sound familiar? Yes. That’s because it’s exactly how your competition talks about their brand and their services.

It’s time to Get Truly Different.

It’s all about positioning. If you’re familiar with the concept of Blue Ocean Strategy, finding an untapped, wide-open market is awesome. The truth is, you may not have to be quite that radical. The truth is, if you take a page out of the Seth Godin playbook and just do something remarkable, you’re halfway there.

A great first step is to define a niche. “But I don’t want to pigeonhole our company with a niche!” Yep, think of all of those poor, under-performing niche brands: Crocks (just for kids), North Face (just for hikers), Geek Squad (just for home computer repairs), Apple Computer (just for creative types).

Niche positioning doesn’t limit your market. Niche positioning expands it.

Why is that? When a consumer thinks, “Gee, I need an XYZ,” whatever brand fulfills that niche positioning, will be the first brand the consumer will think of.

Okay, so how do we apply what we see in the consumer product market, to the professional services market?

First off, let’s remember that the same “30-year-old dude” that’s buying North Face and Apple, could be the same professional who’s making the decision about which architects to consider for the building expansion, or which law firm would be best suited to handle their intellectual property needs. People are people. When they’re at work, they’re still people. You aren’t selling to a “business.” More than likely, you’re selling to another person. Don’t forget that.

So back to the question, how can we go about applying what we know in the consumer market to the professional services market? Here are my top five suggestions:

1. Find a price niche.
What would your customers be willing to pay a premium price for? Within your market, what can you offer at the top end of the price spectrum? Or how can you bill differently. If your industry bills by the hour, consider a monthly retainer or flat package or project fees. On the flip side, what can you systematize and charge a miniscule amount for? What if you became known as the giant law firm who filed Trademark Applications as fast as the online guys, but with the clout and service that you’re known for in the community?

2. Light Blue Ocean.
What do our customers want that we (and our competitors) don’t currently offer? How could we take our service to the next level? Daily personal telephone updates? On-site service? Online project status monitoring? A project manager with an iPhone could easily post progress photos of your new building, and status updates via Twitter. (Hint: This may be the thing from #1 that allows you to charge a premium.)

At our office, the dry cleaner picks up our laundry from our suite and delivers it right back to our coat closet. My credit card is on file, and I seldom even see our trusty delivery guy. It’s like magic. And guess what? It costs pretty much the same as the strip-mall dry cleaner. Remarkable.

3. Before you try to look different, figure out how to be different.
Design and marketing professionals are experts in the art of creating something new and interesting. This works out great when you ARE new and interesting. However if you’re really more of the same old, same old, it tends to backfire. (See also: JetBlue, etc.) Arguably one of the best “brands” in history for doing something different: Barack Obama. He sounded different, he exploited his differences, and he did an amazing job of looking different. Now we get to see if he lives up to his brand promise of Hope and Change.

4. Now that you’re doing something different, it’s time to be sure you look and sound different.

5. Let someone else look in the mirror for you.
Chances are, you’re so close to your own brand that you’re still a little confused. You may have even convinced yourself that you’re well-niched, doing unique things, have made your company truly different, and do in fact you look different too. Strangely, your competition is still there, buzzing in your ear. Now would be a good time to get a second opinion. Try consulting a mentor, a colleague from another department, or try enlisting the help of a marketing professional.

Here’s one final suggestion: when you’re looking for a professional firm to help you with positioning, branding or marketing, ask them why they are unique. And then ask them who their competition is. If their answers sound similar to yours, keep looking.

Welcome to 2009.

With my impressive powers of deduction, I have surmised that next year will be 2010… Yikes. So my question is, when 2010 rolls around, where do you want your business to be?

Of course if you’re paying any attention to the media, you may have noticed things in the marketplace these days are potentially challenging at best. People often ask me “Is the downturn affecting your business?” I usually respond (somewhat coyly) with, “Actually, we’ve decided not to participate in the downturn.”

In reality, our business is doing better than ever. We are blessed to have a great list of aggressive clients who also see this market as we do: an opportunity. Our current core clients realize that today is not the time to sit back and just “see how things go.” That’s a great way to watch your competitors blow past you. Today is also not the time to just throw money at all things marketing. Now is the time for calculated, planned action.

Stepping up in this market requires choosing to be bold. 2009 will be what we choose to make of it. And the best way to choose a good outcome for 2009 is to take some time to think about it. Here’s the most grossly over-simplified, step-by-step solution I can offer.

1. Choose to be bold. Choose to succeed in 2009.
2. Set bold business goals. Review them daily.
3. Create marketing strategy (and budget) to accomplish those goals.
4. Align marketing tactics to support those strategies.
5. Create a calendar-based plan to follow your strategies.
6. Review your progress regularly, and adjust accordingly.

You may have noticed I didn’t mention positioning, design, branding, or interactive media? There’s no mention of establishing your brand’s voice or look and feel? All of those things are very important, and I’ll touch on those in the following months. However, the first thing I want you to do this year is to choose to succeed. Be bold.

Are you up to the challenge?