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?

Recently we were contracted by Starla West International to improve and enhance their overall messaging and brand identity. One piece of this included a full website redesign.

Click the image above to see the changes made on the homepage.

Our goal was to increase usability and overall navigation throughout the site, with a fresh new look that speaks to the target market. Below you can see some of the unique features that were introduced on the new website.

1. Collapsible Sub Navigation. The collapsible sub navigation for the Corporate and Individual pages allow the viewer to easily navigate within the current section.

2. Graphic Banners. Along with the increased functionality of the site, we also wanted to enhance the overall message and voice. The banners create a sense of style and hierarchy and aid in navigation throughout the site.

3. Interactive Calendar. We created a custom calendar that allows the viewer to easily find events and view specific event details, all within this site.

4. Calendar Details & Integration. Usability is extremely important on the web, and this calendar allows you to seamlessly toggle between the calendar view and the event details.

5. One Click Registration. On the events page, we incorporated a sidebar feature allowing one click registration for five upcoming events.

6. Custom Twitter Feed. A custom feed that pulls the three most recent tweets.

7. Condensed Blog Posts. Creating condensed blog posts allows the viewer to quickly scan for the post they are interested in. Once you read more, you can Retweet, Like, and comment.

 

8. Randomized Testimonials. We implemented a testimonial randomizer within the CMS, which also condenses and links to the full testimonial.

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Overall they were very pleased with the visual and functionality improvements on this website. Check it out for yourself at StarlaWestInternational.com and see the features live.

We would love feedback, so feel free to comment on the redesign.

Like most of our professional services clients, our business is heavily driven by referrals. Most of these referrals come from current clients, past clients, strategic referral partners, friends, and family. So naturally, when I heard that Exact Target was hosting a lecture by John Jantsch, author of “The Referral Engine,” I was intrigued to attend.

Non-fiction isn’t always my go-to reading material. So for me to come back from John’s presentation, inspired to run out and buy his book, says A LOT! After reading and literally studying his book, I wanted to share some of my take-aways.

First, I encounter very few business development professionals or companies that have a plan in place for soliciting referrals. I think we share the mindset that, “I get business and do good work, and my clients will tell other people about me. I will get new business simply by meeting or exceeding expectations and giving the customer an amazing experience.” But, in reality, once we have earned the right to ask for a referral, how often do we really ask?

From this I concluded that we need to develop a strategy for soliciting referrals. We must ensure that the people who have had positive experiences with our brand in the past are educated about our services. It also helps if they understand what pain points to listen for and how to refer us if the opportunity arises. It can often take several meetings or campaigns for these groups to truly understand how to refer you, thus you must regularly communicate with them.

Second, it’s easy to ask for referrals from friends, family, and referral partners, but why is it so much harder to ask our clients? We wouldn’t ask for a referral if we did not feel that we had delighted the client and earned that right. So my challenge to each of you is to set expectations when you first engage with a client. Express that your goal is to give them a first-class experience, a smooth process, and the result they envisioned. Encourage them to be open and honest in working with you so you can manage and ensure a pleasant experience along the way.

Finally, be sure to let your clients know in advance that you will be asking them if they know anyone else that could also benefit from your services. It makes us all feel good when we make a referral that will make someone else’s life, business, or situation better. In turn, doing so will quicken your sales cycle, lessen the competition, and be a win-win for everyone.

So, what are you doing today to create your next referral?

You can learn more about “The Referral Engine” at www.referralenginebook.com

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.

What’s the number one branding question we’ve been hearing from our professional services clients these days? “Should our firm be using Social Media?” Any guesses what my answer is?

“Nope.” That’s right, nope.

Not unless you have a strategy for how to make it work.

In reality, Social Media can greatly support your efforts to brand your professional services firm as thought leaders and experts in your field. So what are we recommending to our clients who are committed to making Social Media a part of their branding and marketing mix? If you’re operating a legal, accounting, consulting, architecture or engineering firm, you may want to read on.

1. Develop a Social Media strategy.
When considering Social Media, first devise a plan. As marketing goes, it can seem easy and inexpensive, but it requires planning, time and energy to implement well. Your biggest cost is the time of the people who are managing your Social Media.

You’ll need some goals to think through which strategies make the most sense. Do you have a sales goal? Database growth? Hopes for PR or public speaking? You’ll need a solid strategy to get there.

2. Understand how Social Media is unique.
It’s not like advertising or even in-person networking. It’s a two-way conversation that allows and even encourages others to take part in the discussion. It can reveal a level of authenticity (or lack of) in your brand. And you’ll want to understand the SEO implications of Social Media as well. In some sense, it’s like word of mouth marketing that everyone can see and comment on.

3. Demonstrate thought leadership.
As I mentioned earlier, Social Media is a great opportunity to build on your brand’s reputation as thought leaders or establish a unique positioning for your firm. It’s a matter of sticking to what you know, taking a unique point of view, and asking for feedback.

Compelling thought leadership can also attract top talent to your firm.

4. Use the right tools.
Not every social medium is right for every business. It all goes back to the strategy – who are you trying to reach, why, and what do they want to hear?

LinkedIn, Twitter, and even Facebook Fan Pages may be good fits for most businesses, but for deeper content sharing, consider blogging, compelling videos, or even taking an active role on other industry blogs.

Meanwhile, don’t forget to incorporate your social links into your other more traditional branding efforts – website, business cards, and email signatures.

5. Social Media is not the end game.
Thought leadership, in the end, is only one strategy to build your brand. If you’re selling legal advice, it may be a great strategy. If you sell cardboard, it may not be. Consider your audience, and develop the right social media strategy for your brand.

Social Media isn’t going away anytime soon, so before you jump in, be sure to spend time thinking through your strategy. It can be a great avenue for professional services firms to brand themselves as thought leaders.

Who are the thought leaders in your industry, and how do they use Social Media? Please share your thoughts:

It’s just like I told one of our designers on Friday as we walked out to our cars, “One week down, 51 weeks to go.”

What are you going to do with the next 51 weeks? Are some of your New Year’s Resolutions already a little out of focus? What were those again? Eat healthier. Exercise more. Make more money. Sound familiar?

Last year, one of my clients said, “If you want something different, you have to do something different.”

This year do one thing different.

Look at your list of resolutions and goals for 2010. (I’m assuming you have written them down? If not, do that first.) A long list can be intimidating. Circle the one big goal that will be the biggest game changer for you in 2010. Which goal would most impact your ability to live a healthier life, or most significantly change the way you do business? Next to that goal, write down why it’s important. Maybe you really can achieve that, but so what? What’s going to change?

Maybe your big goal is a business or marketing goal? Launch that new service package. Redesign your website to drum up more leads. Reposition your company. Leverage social media. Or simply create a real marketing plan in 2010.

Anyone who’s been through a goal-setting workshop is probably familiar with the concept that to be achieved, goals first need to be S.M.A.R.T.

S – Specific
M – Measurable
A – Actionable
R – Realistic
T – Time-bound

That’s a great starting point, but my guess is 99% of your goals last year were “S.M.A.R.T.” and you still failed to achieve most of them. Why is that?

This year, do one thing different. Choose that single, most impactful goal and tell everyone about it. You may even try creating fun, positive and negative consequences for your performance. “If I do X on time, I’ll reward myself with a new laptop. And if I don’t do X, I’ll owe my whole office a steak dinner.” What would your rewards or consequences be?

Or try another approach. Condense your goal down to one word, print it out and post it on your wall, your desk, or your bathroom mirror. Focus on your one thing.

This year, my one big goal is to write a book. I’ve been talking about it for years. This year I’m actually going to get it done. Here’s why. First, having a book will be a great asset for our business. And second, I made a deal with a friend of mine who is also “writing a book.” We agreed that we would hold each other accountable to have a complete first draft of our books finished by July 1, 2010. He recommended that if it wasn’t a short-term goal (in this case, six months) we’d put if off until the end of the year. But since July is already near, we have no choice but to get going.

In addition to being able to push one another towards this goal, we’ve also created some really ridiculous consequences for not achieving our goals (I won’t give too much away, but the bet involves getting a tattoo and teaching a class in drag). So far, I already have one chapter written. That’s one chapter more than I wrote in the past few years. All in all, not a bad start.

Think about your one big goal.

How are you going to get there?

Share your thoughts: