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Erin Ferree's Articles in Business

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The 6 Jobs of Your Logo's Icon This is a case of the icon's job description not being well written. In a perfect world, entrepreneurs love their logo icons—and personally identify with their meaning. But, that's the logo icon's last, and least important, job. First, it must do several more important jobs for your company. Designing Temporary Materials to Get You Through A Branding Emergency What if your urgent problem is that you have no marketing materials for your business? Having something to market your business with is better than nothing. In some cases, it might even help you get to the next step in your brand. How To Avoid Having Two Separate Businesses To Market Even If You Offer Two Services I get a lot of questions from small business owners who have two major problems they solve or two services they offer in one business. I'm not really sure why this is so prevalent—but I have a feeling that it might have to do with the reluctance that a lot of small business owners feel when it comes to paring down their services or target audiences. The Three-Part Harmony in Your Logo Just as a harmonized song is made up of a set of three notes, every small business's logo should be made up of three pieces of art: the icon, the font, and the color palette. These three pieces all work together, singing the same basic song, to tell your business's story. In your logo, each of them gives you an opportunity to build in meaning and symbolism. Color Part 2: Formats and Systems There are several color formats and systems available for mixing and specifying colors. Here, we explain three of the most common systems: RGB, CMYK, and Pantone colors. Starter Website Plan for a Service Business For many small businesses, getting even a basic website up can be a daunting task! To simplify the process, we've created a basic site map for a starter website for a service business, which requires a minimum of work on your part Digital Printing vs. Press Printing—A Comparison Guide When it comes time to print your brand identity materials, there's one overarching question for you to consider—whether to print the resulting materials on a digital printer or traditional press. There are many differences between the two processes, some of which are outlined below. A Logo Isn't A Tattoo! Why Your Personal Tastes Have Nothing To Do With Your Logo As a business owner, one of the most important business decisions you'll make is choosing the design of your logo. Many business owners make the mistake of basing their logo choices on their personal preferences. But your 'likes' should have very little to do with your logo design. Create Your Marketing Machine to Plan for Marketing Success The answer to push-and-pray marketing is to plan your marketing in advance: to sit down and create a Marketing Machine so that your marketing runs smoothly and effortlessly all year long. Creating a year-round plan for marketing can really improve the number of sales that you'll be able to make, and keep a steady stream of clients and income coming in. There are several things to consider when creating your Marketing Machine: Connecting With Your Customers Through Your Brand Identity Your logo and marketing materials have many jobs, but one of the things that they can do really well for you is to introduce you to new clients and to help those potential customers feel a connection with you and your business. Alas, many small business owners overlook this valuable role for their materials when designing them, and so any connection often happens by accident alone. The Truth About Your Competition There's more to identifying The Competition than just finding other businesses that offer similar services to yours. The Great Fear of Niching... and Why You Need to Get Over It! Instead of trying to be everything to everyone, I recommend that you try niching your services. It will help your clients to focus on and identify the services that you offer, and it will help you to develop deep expertise in a single area... and niching will help you to raise your rates and create a profitable business.

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