Two more 1st Place EVVYs!

Friday, March 28, 2008 was the 14th Colorado Independent Publishers Association (CIPA) “EVVY” book awards banquet. I accepted two 1st Place EVVY awards on behalf of one of my clients, Barbara Flood of Phoenix Press. Barbara, her editor Barbara Munson, and I worked together as a team to create Illumination: Contemplations for an Awakened Life. This book won 1st place in the Spirituality/Religion category and 1st place in the Inspirational/Self-help category.



We also created the companion Journal of Illumination. Friesens Corporation manufactured both books. We are all proud to have created such an exceptional book. You may purchase it at www.Amazon.com




April 2008 Issue
2 Visual Branding Keys To Make Your Business Memorable — Part 1


Have you ever asked yourself why a competitor’s business gets more attention than yours? The answer just may have to do with the elements that go into how memorable the business is. And that has to do with branding.

But exactly what is branding, anyway? Think of branding as predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way that really sticks in the minds of potential customers.

Let’s say you are getting ready to run errands on a busy Saturday morning, thinking about the groceries that need to be bought, the dry cleaning that needs to be picked up, and the packages that must get to the post office before noon. The trip to the post office reminds you that your favorite aunt’s birthday is next Wednesday. You need to add buying and mailing a birthday card to your list of things to do. Without a moment’s hesitation, you know exactly where you will buy the card: the local Hallmark store. Why did you think Hallmark? The answer to that question has everything to do with Hallmark’s branding and two key elements of that branding are:

1. An attractive, easy to read, and memorable logo;

2. and a great tag line.

Assuming your own product is fabulous, it all comes down to image. Graphic design can play a huge part in that image. But what are some key things to consider?

A great logo is the first key.

You have given a great deal of attention to your company name and believe it speaks to who you are and what you do. Great! Now you need to wrap a graphic image around that name to carve out a prime piece of real estate in your target customer’s mind. That is exactly what a great logo can do.

Keep in mind that a powerful logo:
• has a strong, balanced image with no little extras that clutter its look;
• is distinctive and bold in design, making it easy to see at a glance;
• has graphic imagery that looks appropriate for your business;
• works well with your company name;
• is done in an easy to read font;
• communicates your business clearly; and
• looks good in black and white, as well as in color.

Hallmark’s memorable crown logo is one of the reasons that Hallmark comes to mind so quickly when you need to buy a greeting card. It is simple, bold, looks good in either color or black and white, and bespeaks the quality required for something to be stamped with a hallmark, so it works well with the company name. While the image might not have communicated the nature of the business when it was first created, it certainly does now!

Next month I’ll share the 2nd key — a great tag line. Be sure to “tune in.”

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Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com



But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

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