Have you heard? Miles Design is on the move. In just a few (very short) weeks, we’ll be packing up our things and heading to a new, fresh space. We’re excited for this transition, although the thought of packing up our office is daunting.
We realize that this is the perfect opportunity (and the perfect time of year, ironically) for some serious spring cleaning around here. Who knows what we’ll find when we start digging around in the depths of our cabinets and closets, but chances are, much of it can likely be left behind.
Spring cleaning doesn’t only apply to our tangible possessions. It can also apply to your brand assets. When was the last time you took the time to “spring clean” your brand? Much like objects that accumulate over years of staying in the same place, your brand can accumulate baggage as it grows and transitions to accommodate new needs, audiences, and goals.
Could your brand use some purging? Here are five tips for simplifying, organizing, and streamlining your brand communications. (more…)
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.
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?
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. (more…)
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.
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. (more…)
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?
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?
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.
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