"I really, really love it" said a budding entrpreneur when talking about a particular Vistaprint template design she had recently discovered. "I'm going to use it for all my promotional material." I grimaced, knowing I was about to burst her design-happiness bubble.

In case you haven't come across Vistaprint…

Vistaprint is a popular worldwide online printing service that is incredibly cheap for small runs of anything from business cards, to rubberstamps, lawn signs and mugs. They even have reasonably-priced website and email marketing services.

I've used them on behalf of many clients and give them a big thumbs up.

Vistaprint have pre-designed templates for business cards, flyers, etc. for people to pop their details in and hey-presto! You are looking pretty darn spiffy. So what's the problem?

Back to the budding entrepreneur…

According to this budding entrepreneur, there was only one problem. She wanted to change one element of the design and was wondering whether she'd be in breach of copyright.

The problem she thought she had:

According to the Vistaprint customer service officer I spoke to, there is no copyright issue regarding altering a Vistaprint template while you are in their site, printing and purchasing from them. Not all templates can be altered, but some can.

However…

If you take the design and have someone else to print the material then you are in breach of copyright – tweaked or non-tweaked.

So if you want to print with anyone else down the track and you have a Vistaprint template as the basis of your branding, you are in trouble. You need to re-brand.

The real problem

Sites like Vistaprint are very popular. This means that many people out there are likely to be using the same template you choose. This defies the whole point of branding – i.e. presenting yourself as something special.

If someone sees your design and recognises it as a generic design template – which is becoming more and more the case – you look like you haven't had enough money, or care enough, to have your own brand developed. In short, it reduces your image of professionalism.

I know enthusiastic business owners who have completely by-passed their own branding and embraced a generic design template. Why? Because it's cheap and easy while making them look good. Or so they think. These people love showing me all the new marketing materials they have just bought…without their logo – the logo that's established their image over the years. I could cry.

Please, hire a graphic designer…

…preferably a graphic designer who understands branding. Feel free to show them the design template you love. They might be able to do something similar – but not the same. Showing your graphic designer layouts that you like fast-tracks the job nicely (which may even make the job cheaper).

Even better, sites like Vistaprint usually have clear specifications for graphic designers to work with so you can upload the designs yourself and enjoy all the perks.

IF that design is what's best

You loving the template design is all well and good. Your potential clients or customers loving it could be another matter entirely. So how do you know that's best? Find below two articles about logos. You logo should inform your brand – that is, your whole 'look and feel'.

• Briefing your logo designer.
• Logo basics even some graphic designers forget

By all means, use Vistaprint and other services like them. I do. Just go in with your eyes open about branding and about copyright.

This post was written by Megan Hills. Megan is a writer, cartoonist and marketing consultant who believes everyone is special – and wishes they would market themselves as such! Find out more about Megan.

As an Australian, I like to call it 'lift description'. But that's just me. The rest of Australia is following America and calling it an 'Elevator Pitch'.

A lift description…I mean Elevator Pitch…involves imagining that you are in a lift…or elevator. Someone else is in that tiny cabled room with you and they ask "What is it that you do for a living?".

Of course this never happens in real life.

No stranger in a lift is going to turn around and ask you what you do for living. If they do, they would be considered certifiable freaks. We both know that no one sane could be that friendly and interested in another person.

So you have to imagine that a mutual good friend or colleague has just introduced the two of you, ending with the words "You should ask this dude what he/she does for a living". The mutual friend then disappears down a corridor. Meanwhile the lift doors open and the two of you get in.

Huh? 

Okay, an Elevator Pitch is a short description that outlines your business to someone else. You have approximately 15 seconds to talk through that description in order to get your message across in an engaging manner. Sound fun?

What's with the elevator?

It's a handy scenario – but you could be anywhere.  The idea is to grab the interest of the other person quickly before they wander off. 

Four elements to the elevator pitch

Let's imagine that you are a Chinese medicine practitioner who runs his own clinic in a suburb called 'Springfield'. It's a special clinic, with spacious rooms, antique furniture and gentle music playing in the background.

Your clients often describe the clinic a 'sanctuary'. It's a place to relax and heal – away from the hustle and bustle (and away from big buildings with elevators in them, carrying nosey people who want to know what you do for a living).

Here are the four key elements of your pitch:

1. A key emotive word relating to your business
      Example: ‘sanctuary’ 

2. The practical element(s) of your business service
     (product/service/location):
     Example: ‘Chinese medicine clinic’, ‘Springfield’

3. What makes your business special
     Refer to post: What makes you so special, eh?
     Example: “What makes us a little different is that we combine 
     massage and acupuncture with exercise, nutrition and lifestyle advice".

4. What is the benefit generally experienced?
     Example: Great results and “Our clients come out feeling that
     everything is better”

Lift description example:

"Our client often call (business name) Springfield’s health sanctuary.

We’re a little different from many other Chinese Medicine clinics because we are truly holistic. We combine acupuncture with massage and herbal supplements. We also take the time to give diet, exercise and lifestyle advice.

This combination and the level of care creates great health results – and the client leaves feeling better about everything."

Style tips for your lift entrapment experience:

• Make it sound natural, conversational
  Avoid sounding like you have written it out
  and rehearsed it a thousand times
  (even though that's exactly what you've done).
   
• Avoid jargon
  Use words that your pitchee is likely to understand.
  (Do you know what I mean by 'pitchee'?)
   
• Make solid points
  No time for waffle words here. Make 'em count.
  Note: well-chosen emotive words aren't waffle words.
   
• Be benefits-driven
  I've already said this, but it doesn't hurt to say it twice.
  Ensure that you talk about how clients benefit from what you do.

Option: call to action

Say, after your spiel, the other person looks genuinely interested. Give them a reason to get to know you better. No, I don't mean hitting the alarm button in the elevator to play for more time. Instead – thinking of the Chinese Medicine practitioner example – you could say: 

"We give free initial 20 minute consultations to talk about what's going on with your health and how we could help. If you you know anyone who might be interested, here's my card…"

Getting it right 

Try out your pitch on a variety of unsuspecting, one-degree-of-separation people – preferably those who are your target market (i.e. people you see as your ideal clients or customers). Remember, you are not limited to those travelling in elevators. You can pitch away while standing in queues, BBQs, at cocktail parties and – most obviously – business networking functions.  

Milking it

Your Elevator Pitch will be useful for your social marketing profile (if you are that way inclined) and general branding promotion. Branding continuity is not just having your logo appearing on everything. It is also to do with 'core message' continuity.

Your lift description (okay, Elevator Pitch) is damned handy for working out your core message and sending it out into the world. So don't be afraid to milk that baby.

This post was written by Megan Hills.  Megan is a writer, cartoonist and marketing consultant who hates being hurried but acknowledges sometimes it's just the way the cookie crumbles…I mean the way the 'biscuit' crumbles. Find out more about Megan

Remember how in the previous post of What makes you so special, eh? we talked about your 'unique selling proposition (USP)'.

While the term USP doesn't sound all that riveting, identifying what is it for your business is the key to "happiness and success" (in marketing hype terms, that is) or "what is going to work for you" (in my terms).

An example

Let's say that, after assessing your competition, it is clear you are the only locksmith in your area offering a ten year guarantee.  And let's assume that having a ten year guarantee is of great interest to your potential customers – though if there is doubt, market test it (have a gander at: Market testing your promotional concept).

Okay, so that little guarantee nugget could be considered your USP.

How do you introduce that USP into your branding?

• Tagline
  If your business name is Hills Locksmiths, then your tagline (appearing under your business name/logo graphic) could be "Guaranteed security for ten years"  
   
• General 'look and feel' 
  Another approach is to position that official seal (with '10 year guarantee' in the middle of the seal) and popping it on your website banner, on the cover of your brochure, at the side of your business card layout, etc. 

USPs can change 

The marketplace demands change, what is available changes. Your tagline and general 'look and feel' are easier to change with the times than your business name or logo.

If you are feeling really rock-solid about this USP for now and the long term, you could approach it like this:

• Business name
  If you don't yet have a business name then you could look at naming your business Guaranteed Locksmiths.
   
• Logo graphic
  An alternative approach could be having a logo depicting a key with an official seal stamp over it.

Don't be caught false advertising 

Avoid saying "We are the only ones who…." because:

• There might be someone else who does offer this, you just haven't found them yet.
• There might be someone else who does offer this, but they are crap at promoting it.
• As soon as a competitor sees you are "the only ones who…", they might think "Hey, what a great idea!" and start doing it too (you can't control copycats like this).

The fact that you are offering it is special enough. For now.

Wrap up

Whatever you do, ensure that your USP is communicated simply and clearly. Also remember to put your USP into your elevator description. 

Don't know what an elevator description is?

I have been lax, my friend! Let me share that piece of excitement with you in the next post… 

This post was written by Megan Hills.  Megan is a writer, cartoonist and marketing consultant who thinks 'lax' means 'neglectful', not the other definition… Find out more about Megan

The humble business card. So small, yet so powerful. Let's call him Ernie. 

Not all our business comes from the internet. Some of our most powerful connections can come from actually meeting a real 3-D person – and handing over Ernie (your business card).

Not just because they can use Ernie to look on your website or contact you directly. Ernie can help the conversation along. Ernie can explain what makes you special.
 

An Ernie scenario 

You're alone at one of those business networking things. This one is even more horrific than usual. There's a sea of people, but none of them familiar. Those who already know each other clump together like survivors on a life raft. Meanwhile you're paddling along hoping for someone to shuffle over and create some space for you. 

This doesn't happen, of course. Bastards.

Fortunately you come across another lonely paddler, Dolores. Talking while paddling can be hard work. At least you both look engaged.

You try to explain to Dolores what you do for a crust, but the waves are getting bigger and the room is getting louder. Dolores is looking puzzled. So you end up pulling out Ernie and passing him across like a floatie. It works. Dolores' eyes light up. Why? Because:

• Ernie answers all her main questions:
  -  Name of your business
  -  What you do that's different and how you can help (in your tag line)
  -  Your name (qualifications/credentials, if necessary) and where you can be found 
   
• Ernie looks fabulous  
  You immediately go up several notches in Dolores' estimation because the cardboard is firm (emitting confidence) and the design is easy to read, engaging and professional. 

• Ernie is a visual cue
  This can make all the difference, because many of us are more visual than auditory in how we receive information.

Dolores asks for another Ernie because there's someone else she knows who is likely to be interested in what you do. Hey, this networking thing isn't so bad after all…

After the networking thing

Back at the office, Dolores checks out your website (the web address is on Ernie, of course). The logo on Ernie is the same as what appears on the header of your website. Dolores immediately knows she's in the right place. Ernie is part of the family. You go up a few more notches in Dolores' estimation. Branding continuity is a beautiful thing when it comes to building confidence. 

Once Dolores has checked out your site, she adds your details to her contact list and slides Ernie into her business card folder. If her contact list is ever lost (computers are great when they don't send your hard drive into an abyss), she knows Ernie is there as a quick reference.

And there's no need to pull out Ernie from the folder to get all the details, because all the important information is on one side. Super easy. Unlike some, this Ernie slides in nicely to the folder. He is just the right size. The ones that aren't the standard dimensions always get thrown out because they don't fit into the filing system.

Other people's flyers, brochures and presentation folders are cumbersome things to keep. Ernie is much easier, so he's saved from the circular file.

So what have you learned from this tale?

• Have an Ernie that clearly states your name, your business name, what you do and why you are special (conveyed by business name and/or tag line), and how to contact you (if you don't want to put your actual location down, have a PO Box address – just a phone and email looks half-baked)
   
• Make sure all these details appear collectively on ONE side of Ernie
   
• Have an Ernie that's well designed, well printed and on decent, firm stock (i.e. cardboard)
   
• Have branding continuity from Ernie through to your other promotional materials 
   
• Don't make it hard to put Ernie in a wallet… 
  …business card holder or presentation satchel (they often have a plastic pocket or 4 cut slits to slide your Ernie in there). 
   
• One exception to this rule above… 
  …was a photographer who had a concertina design for her business card, making it an immediate portfolio of her work. Six panels all up. Spiffy. And still using the regular dimensions with firm cardboard (but not too thick to be cumbersome).
   
• Make sure your Ernie is inflatable (just kidding)

3 extra quick tips 

1. Be careful with die-cutting
   i.e. fancy-trim irregular edges (e.g wavy edge). It can look impressive but be expensive. Unless you're a printer or designer, it's probably not worth the expense. I'd generally opt to use the money for internet marketing development.
    
2. What to do on the back of your Ernie
   Don't repeat the information you already have on the front.
   Instead you can:
   (a)  List some key benefits. 
   (b)  Keep it blank so you can scribble additional information on it. 
   (c)  If you have the kind of business that involves regular appointments (e.g. a massage therapist) you can use the back to write the next appointment details and give the card to your client.

3. "I remember faces, but I don't remember names"
   Okay, photographs on business cards is usually a tacky look. However, I have seen one with a semi-transparent b&w image that looked incredibly sophisticated. It was representing a shmick graphic design company. Consider it.   
    

Printing a professional business card is fast and cheap. Don't print them out on flimsy card at home. You will look unprofessional and that's going backwards. You're better off not giving a business card at all. 

Don't have your brand worked out?

Read my other posts on branding design:

• Briefing a logo designer
• Logo basics that even some graphic designers forget

After these simple steps, you can go forth and proudly offer your fabulously professional Ernie – and even enjoy paddling around those crazy networking events. Bon voyage!

This post was written by Megan Hills.  Megan is a writer, cartoonist, marketing consultant who quite likes hanging out with Ernie. Find out more about Megan.

Following from my previous post on logo basics even some graphic designers forget, here are some things to consider when approaching a graphic designer to create a logo for you. 

But before we start…

Why give your logo designer a brief?

A friend of mine recently approached a graphic designer to create a logo for his new business.  He told the designer the name of the business and described the service he provided.  Then he said, 'Go for it' – i.e. the designer was to present a wide range of branding ideas. 

What came back was two pages of half-baked concepts, none of which my friend was remotely happy with.  From my experience, this result was not surprising.

I could understand the guy's logic.  An open slather brainstorm can often bring about amazingly creative ideas.  But the brainstorm needs to come from a strong foundation. And what you ultimately want is a strong presentation from the designer with a logo that will work.  

The designer needs to know all kinds of things to create that happy outcome.  And contrary to popular opinion, graphic designers don't have ESP.

Does the designer already have a creative brief form?

Before writing your brief, ask the designer if they have a creative brief questionnaire.  This document will assist in preparing answers that will inform their approach.  Some designers don't have this template set up.  Don't ask me why.

Who is a logo for?

No, it's not all about you.  Naturally it is important to be comfortable with your logo, but don’t think that it should be purple because purple is your favourite colour. 

Your logo is one very powerful way of making a connection to those you want to reach.  So think about what are they going to be attracted to.

List the basics of your business:

• What is your business name and tag line?
• What is your core service(s) and/or product(s)?
• Who is your target market? (list demographics like age, income and geographic area)
• Who is your competition and what makes you different from them? (copy and paste business logo designs from your competitor's websites, so the graphic designer knows how to differentiate your business from theirs)

Explore your logo's logistics:

• How is the logo likely be used? (consider letterhead, business cards, website, signage, stickers for packaging, ink stamps, pens, t-shirts, embroidered on uniforms, billboards, television, etc.)
• Are you likely to need sub-branding? (i.e. a logo for each of your products/services)

 
What are some key words that convey what your business represents?

• Some examples: nurturing, reliable, secure, feminine, lush, hygenic, fun, creative, practical, resourceful, friendly, etc.

Already have some ideas?

If you have some visual concepts in mind, sketch them out.  It doesn’t matter if you think you can’t draw.  Any indication is further information for your graphic designer. 

Important note: Just because you come up with a concept doesn't mean this is what the logo will end up being.  Your designer may think up something completely different that works ten times better.  Well, you would hope so.  It's what they do for a living after all. 

When non-designers have design ideas for their business, it is best to get them out in the open.  Why?  So the concept can be discussed.  Your idea might be useful to the process…or, at least the exercise gives your designer an opportunity to explain why you idea is appalling (hopefully they'll do this nicely while offering chocolate or a tumbler of whiskey).  Then you will be able to move onto other, decent ideas.

Changing an existing logo?

If you already have a logo, ask yourself the following:

• What are the elements that are already successful? 
• Why do you think they are successful? 
• What elements do you want to change?
• Why do you want to change them?

What do you expect at 'Presentation Time' from your designer? 

My two cents: three deeply considered logo concepts from your graphic designer is generally better than a multitude of possible ideas.

A couple of dollars worth of two cents (I've addressed these points – and more – in the previous post, but they are important):

• Have the logo(s) presented in different sizes (really, really small is important)
• Have the logo(s) presented as black & white versions
• Have the logo(s) presented in a corporate material context (e.g. business card layout)
• Have the logo(s) printed on different kinds of paper (newsprint, glossy, etc.)
• Make sure you see how it looks on a computer screen (sight colour variations between printing and screen are usual in these instances)

And make sure you own the copyright to whatever design is decided upon.

Wrapping up

Gathering as much information as possible in advance before briefing a designer not only helps with initial discussions, it also assists with potential negotiations later if the designer has strayed off the brief. 

So be painstakingly detailed in your brief.  Throw all your thoughts down – even though you will be welcoming new ideas from the designer….won't you?

And be nice to designers.  Even if they look strong and assertive, deep down they are usually gentle, sensitive souls.  And this sensitivity is a good thing.  If they weren't, their powers of creativity would be dramatically diminished.  And that would be our loss.

This article was written by Megan Hills.  Megan is a writer, marketing consultant and cartoonist.  Megan thinks that graphic designers who are able to create logos that are highly creative AND work logistically AND are relevant to the business' purpose are the Zen Masters of our time.  Read more about Megan

A good logo is a simple one.  That doesn't mean designing a logo is simple.  In fact, it's the crème de la crème of graphic design.

Your logo – as simple and sweet as it may be – needs to do a number of things:

1. reflect your business accurately
2. work logistically in every format
3. look different from everyone else
4. be appealing to the folks you want to reach

Because of all these considerations, it is a good idea to hire a graphic designer to create your logo.  You want to look spiffy, don't you?  An amateur job is not the go for something that is so important.  You need make a good first impression.   

Still, even if you have a great graphic designer enlisted to help, it doesn't hurt to know some things about logo design yourself before kicking-off.

Between you and me…

…I'm a little shocked at how many graphic designers I've come across who don't take the logo basics into account.  Because I couldn't help myself, I made a pretty bold statement about these kinds of graphic designers on the website Flying Solo. Predictably, the article received a ton of flack from furious creative souls.  

Blog tip: Writing contentious articles is a great way to attract 'comments'.

Moving right along…

Below are some considerations that might help guide you (and your designer) towards a logo that is both practical and powerful:  

What is a logo?

When people think 'logo' they generally think of the symbol that appears next to (or under or above) the business name.  But your logo could just be your business name in a particular font, sporting particular colours.  

Or you can have a graphic as part of your business name, rather than beside it.  

Warning:  Be wary of graphics that break up the business name, rather than pull the visual together in a neat package.  Breaking up the business name can send a 'scattered' message.  

How you choose to approach the basic nature of the logo design depends on:

• what you want to communicate (i.e. your key message)
• who you are communicating to (i.e. the people you want to buy your gear)
• how the logo is likely to be used (i.e. what promotional formats this baby will appear on)

Do you need a symbol?

Logo symbols can be a great way pack a punch for your brand.  They often sit on the left hand side of the business name (like your business' right hand man).  Symbols can be handy for favicons (otherwise known as a 'website icon' or 'bookmark icon' i.e. the little round symbol that can appear before your website address on a web browser).  

They can also appear as a watermark design behind text in promotional material or on a product packaging tag.

There are all manner of ways a logo symbol can be used to help your branding along.  But not everyone feels the urge to have one and that's okay too.

Some more design tips:

• Make the logo design simple - The simpler, the more powerful.  Instant recognition is the name the logo game (look at the logos of major banks and telephone companies – as evil as they might be, these businesses generally have the simple logo thing sussed).
   
• Keep the number of colours used to a minimum - Aim for two colours maximum, not including white, and avoid subtle tonal changes.
   
• Avoid metallic colours - They require expensive inks/stock and don't translate well on computer/TV screens (e.g. copper will convert to a murky brown on your website).

• Do you have a tag line (slogan)?  - If so, have a version of your logo with your tag line.

• Avoid hairlines – Thin lines can get lost in photocopying, on television and on computer screens.
   
• Test the logo’s appearance:  Fax it, photocopy it, print it out, look at it on your computer monitor.

• Does it reduce well in size?  What can you see when your logo is 3cms in width – or even smaller?

• Check it out in different formats: See how it will look on letterhead, with comp slips, business cards, order forms, packaging, web page, newsprint, glossy paper.

• Consider appearance beyond corporate material: As an ink stamp, in a small black & white newspaper ad, on a billboard, embroidered on a uniform or printed on a promotional t-shirt, etc.  

• If the logo is one colour, have a reverse colour option - If blue on white, for example, check out the white on blue option.

• Ensure your designer gives you a black & white version of the logo (if you have a colour logo).

• Also have a black & white inverse option - White on black/black on white.

• Consider having both horizontal and vertical versions to accommodate different layout demands.

• Consider 'long-range' identification - If street signage, expo signage, event banners, and/or uniforms spotted easily in a crowd will be important to your business, consider your logo to be a light colour (or white) on a strong background colour for it to be seen quickly and easily from a distance. 

A couple of legal tips

Make sure the design hasn’t already been trademarked by someone else.  And check that you own the design, not your designer – ensure the copyright ownership is documented and signed by both of you. 

Wrapping up

When satisfied with your logo design, make sure your logo appears on EVERYTHING. Business cards, letterhead, signage, packaging, e-mail signature, advertising – the works. 

Familiarity creates trust (unless your logo appears on the news in relation to something really bad).  So don’t be shy, go forth and shamelessly stamp your logo about the place.

Next?

Next I will write a post on how to brief your designer.  It is likely to involve chocolate, so stay posted (boom boom).  

Maybe even consider subscribing to My Marketing Thing….

This article was written by Megan Hills.  Megan is a writer, marketing consultant and cartoonist.  Despite popular opinion, she also has friends that are graphic designers.  Read more about Megan

A client recently got in touch about finding a name for a new business.  The staff brainstorm had already happened back at the client's office.  You could have called it a tsunami.  

The client wanted my feedback on their ideas. The staff had obviously gone through every thesaurus on the planet. They had also given their best college try to be fun and creative. 

But my feedback changed everything.

The team had started off well. A pretty thorough job had also been done on analysing how the competition was branding themselves. What seemed to work ‘out there’ and what didn’t.  

One staff member had actually gone to the trouble of writing out the key elements of the business and what makes them different (called a 'USP' – unique selling proposition).  Three key messages had been identified.  All great stuff.  

You would think all the boxes were ticked.  But they weren’t.

Let’s say the client’s business was about recruitment.  The list the staff came up with were generally one-word shots, like ‘connection’, ‘fusion’, ‘empower’, and  ‘dovetail’. 

Each word was a vague gesture towards at least one of the three key messages. I felt sorry for the words.  An awful lot of pressure had been put on them. They needed support. They needed context.

When choosing a new business name it can be helpful to imagine how the name is going to sit in a logo.  And when you do this, consider the following:

Ask: What is your industry?

If you are in recruitment consider having ‘recruitment’ in the name.  There are two good reasons to try this out: 

1. Potential clients will then know immediately what industry you’re in (i.e. how you can help them)

2. You have a nice keyword in your domain name (good for Google searching)

So instead of just ‘dovetail’, see the name as ‘Dovetail Recruitment’.  

Ask: Is it available?

A quick gander on Google and you’ll see that all the business names (connection, fusion, empower and dovetail), along with the word ‘recruitment’, have been taken somewhere in the world.  

Important note:  Don’t just check if you can register it as a business name and if it’s already trademarked.  You need a good website address as well. The hat trick.

If you want to have a global presence, finding a name that is still available can be challenging.  If you want to be more local, then it is generally less of a problem.  

Either way, it is worth going through the process as thoroughly as you can to end up with a name that works.

Ask: What’s your tagline?

Let’s keep with ‘Dovetail Recruitment’ as a business name for now.  It sounds okay and we know what you do.  But what makes you different from other recruitment agencies?

This is where a tagline becomes helpful.  A tagline can really push home what is special about you.  

Perhaps your recruitment business has a special screening process that has a unique, lateral approach to finding the right person for the job.  The process screens candidates for qualities beyond the usual criteria that other agencies use.

What could your tagline be?  Perhaps something like:

Lateral recruitment for better results.

So we’re now looking at:

Dovetail Recruitment
Lateral recruitment for better results

The positives about the line is that it prompts the question ‘What is lateral recruitment?’.  A potential client might call you on the basis of that question.  

To a lesser degree it prompts another question: “better results than who?”.  The imagined answer would be “Better than those silly-moo linear recruiters that you usually hire”.

But the line needs improvement.  Firstly, you don’t need ‘recruitment’ in the tagline when it’s already in the name.  And it might be good to try a more personal approach. After all, this is a ‘people business’.  

So let’s make it:  

Dovetail Recruitment
Your lateral resource for better results

But what if we think (after some market testing) that the term ‘Wide Net’ might be worth introducing?  The word ‘lateral’ is still quite effective…  Do you change the tagline or change the name?  Be bold.  Try changing the name and see how it feels.

Wide Net Recruitment
Your lateral resource for better results

Compare this business branding example to one small brainstorm word: ‘dovetail’. See the difference?

The punch line

I’m not saying ‘Wide Net Recruitment’ is the best name for this particular business.  Or that ‘Your lateral resource for better results’ is the best tagline. The point is, the business and the tagline need to work together for the key message to come through powerfully and succinctly. Combined, they need to say what you do and why you are special.

Test them both on your target market.  Ideally, this means a good swag of people that don’t know you from Adam.  This way you will have a better chance of receiving helpful, objective feedback.

One final tip:

Say the business name.  Don’t just write it. I’ve seen too many names where the potential client would hesitate before attempting to pronounce the darn thing.  

You might think the name is straightforward to pronounce, but always test it. Use a flash card and get strangers to speak it out loud. 

Then, by all means, sing your new business name from the rooftops.

Megan Hills is a writer, marketing consultant and cartoonist - more about Megan

I did this 'Rebranding Christmas' cartoon (above) for my other blog site: My Cartoon Thing.   But I want to tell you about where the inspiration came from. It was a conversation with a client who was about to make a very serious marketing mistake.

The butt of the joke in the cartoon is the notion that Santa feels the need to rebrand Christmas.  The elves look less than inspired by the process.  Who can blame them? 

I looked much like one of Santa's elves when my client said to me "It's time for 'a fresh look' to the business".  Sounds innocent enough.  But we had only created the new look twelve months before.  Clients and potential clients might have really only got the impact of it 6 months before.   The 'old' look has only just taking hold, and creating a great response from those my client was wanting to reach.  

Changing now was the worst thing he could do.

Being committed to your brand is vital.  It takes time to build familiarity and trust with your target market.  Give them that time.  Changing your 'look and feel' or corporate identity too soon just confuses everyone.  And all that familiarity and trust you've worked so hard to build goes down the toilet.

If your main brand is working REALLY well over a long period, don't just change it for the sake of changing it.  Consider keeping it as is.  Instead, create a new injection through sub-branding.  That is: brand or re-brand your products and/or services (that exist under your main 'umbrella' brand).

My client's biggest mistake was making it about himself.  He is tired of the look, so he wants to change.  

But it is not about him.  

The branding (and rebranding) process is for the people 'out there' he wants to connect with.

Don't fall into the same trap that Santa did – instead, get out onto your sleigh and talk to the kids.  And have a great Christmas.

My Marketing Thing is about letting you explore the different ways you can promote your thing – with a dash of fun and a little soul.

We share ideas about branding (moo), website marketing and that SEO stuff, affiliate hobnobbing, printed promotional bibs and bobs, what those boring marketing terms actually mean (corporate image, corporate material, corporate branding, etc – and why the bizarre fixation with the dull word ‘corporate’) and basically how to sell things without feeling dirty.  

In short, My Marketing Thing is about your marketing thing.  

More about My Marketing Thing and The Marketing Thing Queen: Megan Hills