For my third blog installment on graphic formats, I will go over raster graphics. Have you ever noticed when you zoom into an image or try to make one bigger that it gets grainy or pixelated or when you print some images they print blurrier than they appear on your screen?   That is because these images are raster graphics and are a set size based on the number of pixels it contains and how dense those pixels are on a grid.   Typically, the size is measured in dots per inch (DPI) or pixels per inch (PPI), which are essentially the same thing.   As I discussed in Part I of this series, 72 DPI is typically referred to as a low-resolution image and is more commonly used in digital/web formats.  72 DPI images do not work well in print formats.  Instead 300 DPI resolution is best for print and is considered high resolution.  Therefore, pulling images off the internet or using your snipping tool is not sufficient for quality, professional-looking print ...

As I explained in my last post , vector images are created mathematically by using formulas to create an image that can be enlarged or reduced with no loss of image quality.   The picture shown illustrates a vector graphic.  Even when enlarged, the image keeps smooth edges.  I also explained that y our logo should be initially created as a vector image, and you should have a copy of the original file even if you cannot open it.   The programs to create vector files, such as Adobe Illustrator, may not be available to you, but at some point you may need to make a change to the file, and most designers can use this file to make those changes.   Common vector file formats and their uses include the following: ·         AI (Adobe Illustrator) – This is the software that most graphic designers use to create your design or illustration (as the name would suggest). This design tool is the easiest to manipulate (should you kno...

In my previous post on working with a graphic designer to develop your logo , I mentioned that you should know what the different image file formats are.   Have you ever wondered what the heck the different image file formats mean?   When do you use which version?     In my next few blog posts, I will go over some image file basics, but I will start with the differences between Vector and Raster graphics. Vector Graphics Vector images are created mathematically by using formulas to create an image that can be enlarged or reduced without loss of image quality.  Your logo should be initially created as a vector image, and you should have a copy of the original file even if you cannot open it.   The programs to create vector files, such as Adobe Illustrator, may not be available to you, but at some point you may need to make a change to the file, and most designers can use this file to make those changes.   The file shown here repres...

Logos are part of the front line for your brand.  So it makes sense to really think about it and commission a graphic designer to make it original and professional.  Graphic designers and creative firms all work differently.  Some just charge by the hour.  Some offer a flat fee and limit your revisions and draft iterations.  Either way, you are limited by time and/or money.  In order to save both, be prepared before you talk to your designer and know what to ask for.  Below are some tips on logo development and working with a designer. Research : Research your competition's logos and color choices to make sure you stand out.  Also look up other logos, design elements, color combos, fonts, etc. that you like.  Share these with your designer to make sure you are both on the same page. Maintain your brand : Make sure to clearly explain your brand to your designer in order to maintain the same look and feel you have overall for your company...

"Thought Leadership" has been a bit of a buzz word (I guess words in this case) in the marketing world for a few years now.  What does it mean though?  I like to look at it as "Show Don't Tell," where you position yourself as the expert in your area of focus by providing helpful resources to your customer base at little to no cost to them without overly self-promoting your business.  This is the information age, and it is more important than ever to really prove yourself.  So, show people why you should be the trusted resources for their  [fill in the blank]  needs instead of telling everyone to use you or buy from you.  The self-promotional efforts can sometimes become white noise if that is all you are putting out there.  How do you show and not tell?  Below are some great ways to help develop yourself as a thought leader.  Know your audience's interests, pain points, lifestyle, communication style, etc...

So, I've gone on and on about why your brand is important and how to define it, but what the heck do you do with it? What about your company should be branded?  Essentially, everything.  Your brand should be consistent and reflected in any communication or experience you have with the outside world , your employees included.  Now for small businesses and start-ups, this can seem impossible or cumbersome.  So to begin, just start with your front line...logo, website/online presence, brochures, and even signage.  It is important that these look professional and consistent (same colors, fonts, message).  Be sure any written materials web or printed are proofed and are relatable to your target audience.  As a quick example, I will go into some of the thought behind my branding choices.   Logo : My logo is a snarky, confident little dog ready to brave the world and run with the big dogs.  It is meant to be a symbol o...

Judging by Marley's face, her answer to the question above would be a solid no. If you read my last blog post, you should now understand the importance of having a well-thought brand.  If you haven't, then back that thang up to my last post .  I went over the fact that people make decisions based on their emotions about a company or brand, and it is important that you are sending out "good vibes" so you do not get overlooked.  There are a few things you should analyze before you begin branding your company: Who are my competitors? How am I different from my competitors? Who are my customers? Who am I? How do I want to make my customers feel and think about my brand? Branding Case Study: Little Dog Marketing I'll go ahead and put myself out there, which is scary, but I've done far crazier things (like quit my job to chase a dream).  Here are my thoughts behind my own brand and how I want to be perceived.  Competitors:   Gosh, I'm u...