Four Ways To Put Your Brand To Work

Most business owners have heard the advice: Don’t’ spend so much time working in your business that you forget to work on your business. In this case, the word “business” is pretty much interchangeable with the word “brand.” And yes, it’s challenging to make the time to build a brand that feels authentic and is built to goes the distance.But if you put the time in, the payback is a powerful tool that can do a lot of the heavy lifting for you when it comes to differentiating your company in a crowded marketplace. Below are just a few of the ways your brand can work for you and your business.

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Go With The Flow

Whether it’s the creation of a logo, a website, or a full-blown branding project, there are common techniques that we apply to all the tasks we undertake at Cronin Creative. The deliverables may differ, but the tools and the methodology remain the same.

At the moment, in addition to the project types mentioned above, we are working on the design and production of three books and a glossy, quarterly magazine. This stuff is especially close to our hearts, because it takes us back to our roots in the magazine business in New York City.

As with the design and branding processes, there is a method and an order when designing publications. We’ll call it “flow.” It’s important to strike that delicate balance between attention to detail and keeping a constant eye on the “whole,” the overall dynamic of the final product. A logical flow is essential to effective messaging.

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The Value Of Design

Design. The word gets tossed around a lot, but what does it really mean? Is it important? Is it valuable? Not surprisingly – as people who spend the majority of their time designing one thing or another – we respond to both of those questions with a resounding yes.

Design is everywhere all the time. From the cell phone in your pocket to your coffee cup to your car to the landscaping and signage in your neighborhood, everything we see every day is the product of some designer’s work. Design and designers have everything to do with the way our world looks and feels.

Design plays an increasingly vital and valuable role for any business, large or small, in today’s highly competitive and noisy marketplace. Expertly crafted, well-thought-out design brings real clarity to a brand and does a lot to differentiate and grow a business in this crowded environment.

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A Sign Of The Times

I confess. I love church signs. And living in a town with a place of worship on every other corner, I read a new “inspiration of the week” just about every day. Whatever your spiritual leanings, the messages these mini billboards convey can create a moment of reflection in the midst of a hectic, traffic-delayed, daily routine. Hey, I’ll take it.

These ubiquitous placards also speak to me as someone who works with clients to grow their businesses by bringing clarity to their brand. In today’s crowded-and-noisy marketplace, the real challenge is to stand out and actually get someone to listen to what you’re trying to say. And on that score, these church signs really deliver. I can’t help but admire their ability to attract eyeballs. I’ll bet you read them. I know I do, and I believe just about everyone else does too.

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When Good Ideas Go Bad

We’ve had it pounded into our heads since childhood: “Never give up.” “Don’t be a quitter.” “Quitters never win.” And while there’s no argument on the power of perseverance in this life, I know from experience that there are times when stubbornly over-pursuing a “eureka” idea can drag your process down and take your creative spirit along with it.

Giving up on any pursuit is commonly regarded as some kind of failure, but letting go and executing a creative about face can deliver just the opposite. If you’ve chased that idea down one dead end after another (which I’ve certainly done more than once!) it might be the right time to close that door and let another open. In my experience, it always does. Every time.

There’s also your audience to consider. If a particular approach just isn’t working for you, there’s a good chance it wouldn’t play well with those you’re trying to reach. Sometimes it’s easier and more productive to cut bait and move on.

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