YOUTH IS NOT A TIME OF LIFE
“Youth is not a time of life – it is a state of mind. It is a temper of the will; a quality of the imagination; a vigor of the emotions; it is a freshness of the deep springs of life. Youth means a temperamental predominance of courage over timidity, of the appetite for adventure over a life of ease … Nobody grows old by merely living a number of years; people grow old by deserting their ideals.”
Samuel Ullman, 1840 – 1924, Businessman and Poet
Or as Steve Jobs put it … Stay hungry. Stay foolish.
Painting is Imagination by Marta Zawadzka, Poland. Gorgeous!
SOCIAL MEDIA & CONTENT MARKETING
I often get asked about social media and whether it is important. I’m quick to answer YES! While a lot of companies are deep into social media, still many others don’t want to jump in for a variety of reasons. It reminds me of the mid-90’s when websites were new. I must have heard one hundred times: ‘I don’t want a website…I know I need one so I’m going to do this. But I don’t WANT one.’
Fast forward to 2017 and it’s all about content marketing … fresh, original, interesting content that customers can only get from you. Your perspective, your opinion, your information, your expertise, your face … you get the idea. Social media done right provides interesting content to the customer and at the same time builds your brand and the trust of your customers. And people do business with people they trust.
This type of content shows up on social media channels in everything from entertaining snippets of info, photos, to video testimonials. In short, content pushed out from your company ideally educates, informs, is personal and authentic. Most of all, it seeks to inform and entertain … it’s NOT a sales pitch and it’s not slick.
Besides building the trust of your clients and your reputation, quality content on your social channels supercharges your search engine ranking.
The Content Marketing Institute, an organization dedicated to researching, reporting, and educating businesses about content marketing, writes: Consistent, regular, predictable updates go a long way toward convincing search engines that your content is fresh, relevant, and timely for today’s user. Google’s “freshness score” reflects timely and updated content – you want your freshness score to stay high.
So, there are a lot of reasons to have a high quality, active social media channels as part of your overall marketing plan. If you don’t know where to start, contact us, we are happy to help.
November 1, 2017
June Berger, President, Creative Director
MILTON GLASER AND THE MORAL COMPASS
California College of the Arts in San Francisco in the 70’s was a magic place … the famous classical graphic designer Wolfgang Lederer, the amazing illustrator and typographer Steve Reoutt, the now very famous Michael Vanderbyl … it was a wonderful place to learn the practice of graphic design in the most disciplined and pristine way… discipline with wild splashes of massive creativity and responsibility.
One of the most revered and influential designers of our time, then and now, Milton Glaser, had this to say about the morality of design and brand development: “To design is to communicate clearly by whatever means you can control or master.” Mr. Glaser, now in his 80’s and working out of a small studio in Manhattan, believes that to be a good designer, you need to begin by being a good citizen – a good person on the inside. “Each design has the power to bend culture, affect the community and environment, and can even affect a person’s day.” He goes into each project with care for the general public to ensure the design benefits the greater good.
It’s a great perspective from which to design personal brands. You already know his art and you can read more about the famous Mr. Glaser here:
PELICAN STUDIOS BRANDING + COMMUNICATIONS
We love designing corporate, personal and realtor brands. We tell your story with compelling words and images and then create marketing collateral so our clients have a consistent and powerful messaging and marketing presence.
Call us anytime.
EVERY REALTOR’S BRAND SHOULD BE UNIQUE
Like snowflakes and bad days, every person on the planet is unique.
Yikes, we live in a world of smoke & mirrors and copycats. In this entertainment age, we are used to it … actors so well developed in their film characters, we assume that role reflects their true person. Likely not. Great for the screen but not great for the real estate professional looking for a branded image and wanting connect with a target market.
How do you get there? How do you create a professional image that accurately reflects who you are and at the same time helps you stand out competitive in the market? Is it complicated to achieve? It can be, and that’s why it’s worth every dime to work with a qualified professional.
Here are the elements involved:
• A great professional photo – art directed shoot of at least 100 photos
• An overall look that you love – contemporary, clean, traditional, etc.
• A color scheme that you love – and one that is not similar to your direct competition
• A logo or differentiating symbol – could be a monogram or ? But different than what anyone else is using
• The story – messaging that reflects your personality, your history and your core values Tie it together in a consistent collection of collateral materials that are used consistently.
And finally, a word about the brand designer: Find someone who’s look you like and who is experienced and understands how to create an authentic brand. Avoid agencies who make big promises and then use junior, inexperienced designers to cough out cookie-cutter brands that all look alike. The portfolio will tell you if you like the look and think it’s a look you would like to have for yourself. And find a brander you’re happy to work with long term to help with ongoing marketing, printing, etc.
June Berger, President, Creative Director, Pelican Studios
THE DYNAMICS OF A NEW BRANDING PHOTO
It’s safe to say no one likes change. Having said that, most clients that come to me and want to be branded are doing so because they ARE LOOKING FOR CHANGE… a greater market share or an elevated image in the industry. Some have gained or lost weight, or look different for another reason. Some are using the equivalent of a high school photo in their branding and advertising materials and are now just embarrassed.
To keep it fresh and look your best in your personal brand, all things being steady, photos should be re-done in approximately 5 years. Some clients go longer …. we all know those people who don’t seem to change or age!
Here are some tips when approaching a new photoshoot:
• Use an excellent professional photographer – an inexpensive photographer will give you what you pay for. The lighting won’t be beautiful… trust me, you won’t be happy.
• Plan the soot ahead of time. What is the location? Sitting, standing or ?
• Be photographed from the knees up and don’t let the photographer cut off any body parts. You can crop appropriately at the design stage.
• Take approximately 100 photos – for every 100, there will be 1 or 2 good ones.. which is why you can see that you won’t get a good result taking 6 photos for $39.99.
• Think about the look that you are most comfortable with; open smile, closed mouth?
• Generally, for a professional look, I urge no tipped heads – especially for women. It makes them typically look too soft and unprofessional. Same goes for men. However, if you have a very strong man who could look intimidating, a bit of a softer, inviting look can work.
• Choose wardrobe that fits with your market, competition, personality and the image you are wanting to create. If you never wear a tie, don’t wear one for your branding shot. Don’t show the girls.
• Discuss with the photographer any re-touching needs. I once photographed a client who had a huge dark mole on her face. It was prominent, to say the least. This client strictly instructed me NOT to remove it in the photos.. it is part of her identity that she is comfortable with. More common is a client who wants to look a bit slimmer, a bit taller, a bit more hair… you get the idea. Whether for corporate branding or personal, realtor branding, there is a lot involved in taking a professional brand photo. Most clients are best served by working with a branding professional who can art direct the photoshoot, get the right look that fits with the professional’s wanted image and then design the collateral materials for ongoing, consistent marketing.
More common is a client who wants to look a bit slimmer, a bit taller, a bit more hair… you get the idea. Whether for corporate branding or personal, realtor branding, there is a lot involved in taking a professional brand photo. Most clients are best served by working with a branding professional who can art direct the photoshoot, get the right look that fits with the professional’s wanted image and then design the collateral materials for ongoing, consistent marketing.
Whether for corporate branding or personal, realtor branding, there is a lot involved in taking a professional brand photo. Most clients are best served by working with a branding professional who can art direct the photoshoot, get the right look that fits with the professional’s wanted image and then design the collateral materials for ongoing, consistent message and marketing.
June Berger, President, Creative Director, Pelican Studios