Quantcast
Channel: crowdspring Blog
Viewing all 521 articles
Browse latest View live

15 Must Watch YouTube Channels for Entrepreneurs and Small Business Owners

$
0
0

Video content is becoming more and more popular. Last year, video continued to skyrocket in popularity and represents 74% of all online traffic in 2017.

In fact, studies suggest that people prefer video content to written content, and are more likely to learn from it.

For entrepreneurs, this is important because they are constantly working on personal growth. All great entrepreneurs love learning, and video content on YouTube channels is another way that entrepreneurs can learn from other business leaders.

YouTube is a great resource with lots of information that can help entrepreneurs.

But with so many channels to choose from, it’s easy to get lost in the world of YouTube. We can probably all relate to finding ourselves on the “weird” side of YouTube watching obscure cat videos.

We’ve pulled together some of our favorite channels for entrepreneurs and small business owners.

1. TED Talks/TEDx

We’re starting out our list with one of the most popular YouTube channels for entrepreneurs, TED Talks (or TEDx, regional version of TED).

TED Talks curates talks from thought leaders around the world. The channel focuses on current and educational talks, spanning a wide variety of topics. It’s great for any entrepreneur and gives insight into many different issues around the world.

TED Talks’ counterpart, TEDx, feeds off of a similar idea but instead shows TED-style talks organized by different communities.

Here’s a good example – a talk by Julian Treasure on learning to speak to people so that people want to listen.

2. Entrepreneur

Entrepreneur focuses on big business ideas, trends, and advice targeted at entrepreneurs and small business owners.

Much of the content on their channel is similar to the content seen in Entrepreneur Magazine, which features business news and expert interviews across different industries.

Here’s a good example: lessons in business from Daymond John, Ice Cube, Nick Cannon and more.

3. Gary Vaynerchuk

Gary Vaynerchuk’s channel features the advice from CEO and founder Gary Vaynerchuk of VaynerMedia (digital agency).

Vaynerchuk offers years of experience in his videos, expanding on his advice featured in public speaking events and books. His channel is a favorite among not only entrepreneurs but also among business leaders.

Here’s a good example – the one word that built Gary’s success.

4. Content Marketing Institute

Content Marketing Institute (CMI) is a great resource for entrepreneurs looking to learn more about marketing. Through their videos, CMI focuses on the importance of storytelling and branding for businesses of all sizes and across all industries.

With short videos around 3 minutes long, CMI makes it easy for entrepreneurs to pick up quick marketing tips.

Here’s a good example – top 3 email marketing tips for 2017.

5. Startup Grind

Startup Grind is a startup community that connects and empowers entrepreneurs from all over the world.

Their videos feature talks and interviews with successful entrepreneurs, investors, and thought leaders- keeping the content about as long as an episode of a TV show.

Unlike other channels, Startup Grind is hyper focused on startups and entrepreneurs.

Here’s a good example – an interview with Patrick Collison of Stripe.

6. Behind The Brand

Behind The Brand calls itself a “backstage pass” to the minds behind some of the biggest and most popular brands. For entrepreneurs, this inside look is especially important as it spans industries beyond tech. This channel often combines advice from many other great channels for entrepreneurs, like when it featured Gary Vaynerchuk in a video.

Here’s a good example – morning routine life hacks.

7. Marie Forleo

Marie Forleo is a well-known thought leader, speaker, and small business advocate.

As a marketing, branding, and lifestyle expert, Marie Forleo offers both short and long videos filled with valuable advice for entrepreneurs. The most important characteristic of her channel is her focus on self-improvement and self-growth with her leadership and development advice.

Here’s a good example – how to convince people to pay for your services.

8. Jay Baer

Founder of Convince & Convert (a strategy consulting firm) Jay Baer runs a YouTube channel featuring 5 minute talks on different business topics. His channel focuses heavily on thinking about the customer, teaching entrepreneurs to think more about their audiences and their needs.

Here’s a good example – about the future of public relations.

9. Backlinko

Backlinko with Brian Dean focuses mostly on marketing tips, with many specialized topics about SEO.

For entrepreneurs, this channel gives tips and tricks that professional, experienced marketers use to get their companies ahead. It helps entrepreneurs learn how to find and target the traffic that they need to grow their companies.

Here’s a good example – an advanced step-by-step SEO tutorial.

10. Michael Hyatt

Michael Hyatt serves as a “virtual mentor” to entrepreneurs and small business owners. His channel is a great collection of interviews and podcasts with other business leaders, entrepreneurs, and experts. He also features several authors.

Here’s a good example – how to say No without feeling guilty.

11. FightMediocrity

Another big ideas type of channel, FightMediocrity condenses big topics into short, easy to digest videos. With quick whiteboard sketches and even animated book summaries, the channel tackles business psychology, productivity, and even building good habits.

Here’s a good example – everything that’s wrong with your behavior and why.

12. This Week in Startups

Exclusively focused on startup news, This Week in Startups helps keep entrepreneurs up to date on different startup trends and developments. It also features tips from business experts, and gives a quick glimpse into the crazy world of Silicon Valley.

Here’s a good example – an interview with Jason Lemkin about SaaS startups.

13. Brendon Burchard

Brendon Burchard offers a lot of motivational, inspirational self-improvement advice. His videos are quick, informative listicles with actionable tips- the perfect combination for any busy entrepreneur.

Here’s a good example – the science of motivation.

14. Y Combinator

The ultimate startup bootcamp also has a YouTube channel! Filled with interviews and animated advice videos. Y Combinator’s channel offers insights into their teachings, which have definitely helped many startups. The channel also offers video recordings of some of their conferences.

Here’s a great example – an interview with Elon Musk on how to build the future.

15. crowdSPRING

You didn’t think we’d leave out our own channel, did you? The crowdSPRING channel focuses on business advice for entrepreneurs and small business owners. We feature CEO and founder Ross Kimbarovsky, and his years of expertise as both a lawyer and entrepreneur. Our videos are short, ranging from around 3-10 minutes, and always offer actionable advice for entrepreneurs and small business owners.

Here’s a good example – the small business guide to creating a perfect logo.

Are there any channels that you think are great resources for entrepreneurs that we missed? Let us know in the comments below!

 

Ready to take the next step to help your business succeed? Engage with crowdSPRING’s community of over 200,000 designers who can work with you to move your organization’s design to the next level for as little as $299.


How to Effectively Market Your Small Business to Millennials

$
0
0

What group in the US numbers more than 80 million, has an annual buying power of $200 billion, and makes up nearly half of the US workforce?

Millennials.

Sometimes called “Gen Y”, millennials are the much sought after generation born between 1980 and 2000.

This generation carries impressive buying power, so it’s no surprise that marketers are focusing on understanding and speaking to this lucrative demographic. Millennials are 1.75x more likely than baby boomers (born between 1946-1964) to say they’d like to be brand-loyal, so earning their trust is likely to yield a years-long relationship with your brand.

In fact, millennials will be the recipients of “the largest wealth transfer in history” as baby boomers transfer over 30 trillion dollars of their wealth to their children.

Every generation brings its own set of values, priorities, and cultural touchpoints, and millennials are no exception.

The West Midland Family Center recently created a generation comparison table highlighting the differences between four distinct demographic groups. Below is a sample of the information they compiled. To view the entire table check out the WMFC’s full report.

When you categorize a large group of people with a narrow set of descriptive labels, you risk homogenizing the messaging meant for them. Delivered poorly or without nuance, brand messages geared toward millennials will devolve into self-parody, or even worse, ham-fisted caricature. Forbes magazine expounds on this idea, writing:

This is the number one thing you need to know about millennials. They are not like other generations in that they are a simple demographic. You have to drill down deep into the millennial generation to come up with the right marketing campaign for you.

There are, however, some striking, fundamental similarities amongst millennials. Understanding and leveraging those similarities to reach millennials in meaningful, authentic ways is the first step to connect you to the Social Generation (as they’re sometimes called).

Since they represent an increasingly powerful group of consumers, nearly every business owner must figure out how to effectively market their business to millennials.

Bye, Traditional Marketing

Traditionally, marketing has been about all send and no receive: today, that’s termed interruption marketing.

TV spots and direct mail campaigns are examples of this one-way communication style which pushes information out to the consumer, but doesn’t allow for response or conversation. As the most technologically savvy generation ever, millennials expect to be able to interact with brands they like.

This doesn’t mean you should toss out that giant media buy just yet – traditional and other types of marketing will always have their place – but be prepared to really engage.

One way you can better engage with millennials is through inbound marketing.

Inbound marketing can impress millennials without making them feel they’re being condescended to. The Nielsen Company explains:

When interacting with companies via social media, they [Millennials] value authenticity – they want to feel like they have a personal, direct interaction with the brand–and in return, they’ll advocate and endorse that brand.

Hello, Video Marketing

The goal to reach millennials is creating content that speaks to them in a language they recognize as their own (but don’t be “extra” about it). Engage with them on their own terms on services they prefer.

Use blogs, social media posts, podcasts, ebooks, and especially video to publish content that is meaningful and actionable. Invite customers to create and share their own content as well, and consider letting people remix and revamp your content to make it truly their own.

According to Hubspot’s The State of Inbound 2017 report:

  • 66 percent of millennials follow a company or brand on YouTube, and
  • 60 percent of them would rather watch a video than read a newsletter.

Video demos are especially effective: Animoto found that 85 percent of millennials found video demos useful, and a whopping 264 percent are more likely than baby boomers to share videos about a product.

One way to generate video content is by inspiring consumers to create their own. 44 percent of millennials are willing to promote brands on social media and other platforms. Try using an incentive or rewards system to get video reviews and other user-generated content from your followers, and be sure to leave virtual feedback on any content being created.

You can also generate quality content directly – here are examples of individuals and brands with strong video content on YouTube for small businesses and entrepreneurs.

Who doesn’t get excited about having their posts liked and commented on? Not this lady, that’s for sure.

Via GIPHY

#liveauthentic

Want to get the attention and trust of a millennial? Millennials spend an average of 25 hours per week online, so starting with relatable

Millennials spend an average of 25 hours per week online, so starting with relatable web-based content is your best bet. 47% of millennials use their smartphone to discover brands via digital media after a friend followed, liked, pinned, or tweeted that brand’s info on social media. Seeing and listening to content spoken in the language of their peers feels authentic to them. That establishes a connection, which in turn engenders trust.

Offer millennials content that they feel proud to be associated with – millennials have been taught since kindergarten to share, and in the social media age, they’re good at it. Brand ambassadors are a thing now, and that’s because millennials have led the charge in building real brand-consumer relationships. To earn that loyalty, your brand has to be relevant, trustworthy, and shareable.

People who have posted, tweeted, or shared about their events and experiences in the past year. Via Eventbrite

Millennials want to feel empowered. When they share, like, tweet, or comment, the demonstrate a sense of empowerment in their community.

Millenials also feel empowered by companies looking to provide social benefits to society generally. In fact, 75% of millennials feel it’s very important for a company to give back to society.

And if you’re frustrated that your traditional and online advertising isn’t working with millennials, you’re not alone. Millennials believe that advertising is largely spin, and definitely not authentic. Tellingly, 43 percent of millennials rank authenticity over content. They trust relevant, authentic opinions from real product users they can relate to:

  • 84 percent of millennials say user-generated content has at least some influence on what they buy,
  • 73 percent say it’s important to read others’ opinions before purchasing, and
  • Only 1 percent of millennials surveyed said that a compelling advertisement would make them trust a brand more.

Millennials are also more likely to both show their purchases to friends and write product reviews, perpetuating the share-purchase-share cycle.

Generation Now

As of April 2016, the number of millennials in the US surpassed baby boomers and generation X to become the largest demographic in the US. These numbers are projected to stay stable while older generations decrease in size over time.

One big difference between millennials and other generations: diversity.

Millennials are the most diverse generation ever. For example, a significant percentage of millennials are the children of immigrant parents, as noted by a White House report from 2014:

Many Millennials are immigrants or the children of immigrants who arrived in the United States as part of an upsurge in immigration that began in the 1940s. The share of people age 20 to 34 who were born in a foreign country is now around 15 percent — much higher than it was in 1950 and near the peak of almost 20 percent seen in 1910 during the last great wave of immigration to the United States.

More than 40% of the millennials in the US are made up of minority groups or individuals who self-identify as more than one race. This means that diversity and inclusion can’t be a hasty afterthought tacked on to the end of your branding and marketing – millennials expect inclusiveness to be an integral part of your message.

 

In large part thanks to this diversity, millennials tend to be socially aware and socially responsible. They expect the brands they interact with to be equally aware and engaged with the world.

Authentic. Engaged. Social.

Millennials are here, and their influence is felt across all markets and brands. If your business is ignoring millennials, you’ll quickly fall behind your competitors.

The good news is that many of the things that millennials value are values found in every generation. Optimizing your brand message to today’s consumers won’t just help you reach millennials; it will make your brand more attractive to everyone.

For more tips and tricks on how to powerfully connect your brand to your consumers, check out our latest ebook written by CEO and founder Ross Kimbarovsky entitled Stand Out: An Entrepreneur’s Guide to Starting, Growing, and Managing a Successful Business.

Important Lessons Your Startup Or Small Business Can Learn From The World’s Best Brands

$
0
0

Brand building at-scale can be different than brand building for a startup or small business. Nevertheless, smart entrepreneurs and small business owners pay careful attention to important market forces and trends that shape some of the world’s best brands.

WPP and Kantar Millward Brown just released their latest BrandZ report on the most valuable global brands. The 2017 Brandz Top 100 Most Valuable Global Brands report offers important branding lessons for startups and small business.

Before we get to the lessons from the 2017 report, we want to be sure that there’s no confusion about the term “brand.” Some entrepreneurs and business owners believe that a brand is merely their company’s name and logo.

This is only partially true. The name of your company and your logo are two important elements of your brand, but your brand is more than the company name and logo. As I wrote previously,

A brand is the sum total of the experience your prospects and customers have with your company. A strong brand communicates what your company does, how it does it, and at the same time, establishes trust and credibility with your prospects and customers. Your company’s brand is, in many ways, its personality. Your brand lives in everyday interactions your company has with its prospects and customers, including the images you share, the messages you post on your website, the content of your marketing materials, your presentations and booths at conferences, and your posts on social networks.

Here are the five key highlights from the 2017 report, containing important branding and marketing lessons for small businesses and startups.

1. Plan For The Future While Focusing On Today.

The most successful brands in the world spend a substantial amount of time planning future products and services. This is important because successful, lasting brands help to anticipate and help to create the future.

 

For example, only three brands that appeared in the top 10 in 2006 – Google, Microsoft, and IBM – remain in the top 10 in 2017. As the report notes,

These technology leaders demonstrate the ability of relatively young brands, like Google and Microsoft, and heritage brands, like IBM, to be relevant, each in its own way: Google primarily with search and constant innovation; Microsoft with the versatility of its Surface devices and its expanding cloud business; and IBM with its reinvention, cloud focus, and cognitive computing.

Many entrepreneurs and small business owners myopically look only at the present, focusing on short-term profits at the expense of long-term growth and success. Although short-term growth can be tempting, it rarely justifies ignoring long-term goals.

Amazon offers one of the clearest and strongest examples why businesses should focus on long-term goals. Years ago, before Amazon’s Web Services (AWS) and Kindle became as popular as they are today, Amazon’s CEO, Jeff Bezos, offered this insight:

Go back in time when we started working on Kindle almost seven years ago.  There you just have to place a bet. If you place enough of those bets, and if you place them early enough, none of them are ever betting the company. By the time you are betting the company, it means you haven’t invented for too long. If you invent frequently and are willing to fail, then you never get to that point where you really need to bet the whole company. AWS also started about six or seven years ago. We are planting more seeds right now, and it is too early to talk about them, but we are going to continue to plant seeds. And I can guarantee you that everything we do will not work. And, I am never concerned about that…. We are stubborn on vision. We are flexible on details…. We don’t give up on things easily. Our third-party seller business is an example of that. It took us three tries to get the third-party seller business to work. We didn’t give up.

Today, AWS is on pace for a $14 billion revenue year – just for one relatively new segment of Amazon’s business.

Are you thinking about the future of your business or is the vast majority of your time focused on today?

2. Have a Clear, Articulated Purpose.

The most successful brands recognize that today’s consumers have different perspectives about the world compared to earlier generations.  As we wrote recently,

What group in the US numbers more than 80 million, has an annual buying power of $200 billion, and makes up nearly half of the US workforce?

Millennials.

Sometimes called “Gen Y”, millennials are the much sought after generation born between 1980 and 2000.

This generation carries impressive buying power, so it’s no surprise that marketers are focusing on understanding and speaking to this lucrative demographic. Millennials are 1.75x more likely than baby boomers (born between 1946-1964) to say they’d like to be brand-loyal, so earning their trust is likely to yield a years-long relationship with your brand.

In fact, millennials will be the recipients of “the largest wealth transfer in history” as baby boomers transfer over 30 trillion dollars of their wealth to their children.

Big Brands recognize this and the most successful Brands have a clear purpose. According to BrandZ:

Geopolitical discord, and the question of whether brands needed to take a stand, made Purpose more important. Consumers, especially young people, expected brands to have a clear Purpose, often a higher Purpose about not only improving consumers’ lives, but even improving the world—or at least not harming it. Purpose needed to be the foundation for future growth, not a retrofitted explanation for past growth.

Interestingly, although it’s commonly thought that consumers are price sensitive, BrandZ found that the brand, not price, was the most important factor in purchasing decisions:

Over half of all consumers—56 percent—said that brand, not price, is the most important determinative factor when they make a purchase, and 30 percent said that they consider both brand and price.

3. Successful Brands Collaborate With Others.

Few Brands have the ability to single-handedly create groundbreaking products or services. For example, we’ve seen a great deal of collaboration in the automotive space, with car companies and communication companies collaborating to improve connectivity, personalization, and safety.

This offers a tremendous opportunity for startups and small businesses to collaborate with Brands. Harvard Business Review explains why such collaboration would be a win/win:

Ironically, startups and established companies would both improve their success rates if they collaborated instead of competed. Startups and established companies bring two distinct and equally integral skills to the table. Startups excel at giving birth to successful proof of concepts; larger companies are much better at successfully scaling proof of concepts.

Startups are better at detecting and unlocking emerging and latent demand. But they often stumble at scaling their proof of concept, not only because they’re often doing it for the first time, but also because the skills necessary for creating are not the same as scaling. Startups must be agile and adapt their value proposition several times until they get it right. According to Forbes, 58% of startups successfully figure out a clear market need for what they have.

In contrast, big companies often end up launching things they can make, not what people want. Successful established companies are focused on increasing scale and are often better at scaling proof of concepts than creating new products from scratch. They have huge advantages in procurement, distribution, and manufacturing, as well as sales and marketing advantages. But they have a challenge not only creating a proof of concept, but leaving it alone until it is ready to scale.

4. Consumer Loyalty Is Decreasing, Requiring Different Marketing Strategies.

More choice, better products, and increased competition across most industries have given consumers the flexibility to try many different products and services. BrandZ explains:

Proliferation of choice, price promotion, and the entrance of niche disruptor brands are among the reasons that loyalty was difficult to cultivate. In addition, loyalty was not always fashionable. For self-expression, apparel customers preferred to mix and match, curating a personal style rather than wearing the same brand or designer head to toe. Similarly, personal care shoppers looking for the newest products chose from a wide selection of brands. Responding to this purchasing promiscuity, brands tried to reach consumers at the exact right moment to trigger a sale, increasingly on mobile.

This trend presents new challenges for startups and small businesses. Techniques that worked well years ago are often failing today.

For example, while price is important for many consumers, it’s not the most important factor. According to BrandZ:

Price is important, but it is subsidiary to brand. Brands should not underprice themselves. Brands that price below their perceived worth sacrifice potential profit and value growth. Brands that price below their perceived worth also signal that they may be low in quality.

Successful companies find a way to persevere and adapt to the evolving economy. For example, smart companies use marketing psychology principles to improve the reach and efficacy of their marketing. Others leverage micro-influencers:

Unlike big time influencers who have thousands or even millions of followers, micro-influencers have a couple hundred to a few thousand followers. They are often less popular, less well known, more niche, but still highly relevant to their respective audiences.

Micro-influencers give smaller businesses an advantage by allowing the businesses to target smaller, more unique audiences.

Importantly, successful companies also recognize the value that strong design plays to help their message stand out. As we recently wrote,

Marketing studies show that the average American is exposed to around 5,000 advertisements and brands per day. Out of that veritable flood, they found only 12 made enough of an impact to leave an impression. You can help your business be one of those twelve through effective, attractive design.

Often when consumers are faced with a decision between things with similar features or benefits, they go with the one that they either recognize or that has a more pleasing design.

Especially today, when consumers are more selective and less loyal, good design helps to connect your brand to your prospective customers.

Great designs use color, layout, and smart font choice to connect to their consumer in meaningful, emotionally driven ways. Incorporating impactful, memorable, and emotional connection in the visual display of your brand is the best way to show the world who you are and what your brand stands for.

Your designs should support the principles you have built your company around, and strive to reach your customers’ hearts (rather than their wallets).

Ultimately, the most successful companies don’t leave marketing to chance. They use science to improve their marketing.

Smart businesses apply science to marketing. Relying on psychological research, these businesses adapt marketing strategies to maximize revenues and profits. When companies unlock the innermost secrets of how and why people buy things, interesting patterns begin to emerge.

For example, there’s good empirical data showing the best times and days to send marketing emails to maximize opens and click-through rates. However, as people have grown to more heavily use mobile devices, the science of email is gradually evolving. New research suggests, contrary to conventional wisdom, that many brands can benefit from sending email campaigns at night.

5. Be Meaningful And Different.

The most successful Brands stand out from the crowd. According to BrandZ:

Since Brand Power is important as a driver of sales and brand value, the logical question is, what drives Brand Power? The answer is Meaningful Difference. Brand Power is a composite of three factors: Meaning, Difference, and Salience.

Brands need to be seen by their relevant consumers as Meaningful— meeting the consumer’s functional and emotional needs in ways that are relevant and create affinity. Consumers are unlikely to consider a brand unless it is perceived as Meaningful. Once they have positively connected with consumers, brands need to stand out from other brands that also have built affinity.

Brands need to create a sense of Difference. They need to be seen by consumers as distinctive, even trendsetting. Difference gives brands their competitive edge. Finally, once brands achieve Meaningful Difference, they need to “amplify” it—by advertising, social media, retail shelf position, and other tactics—to become top of mind, or Salient.

Many of you are familiar with Apple’s Think Different campaign, launched 20 years ago. Since then, Apple has completely redefined its Brand and has enjoyed unprecedented success as one of the world’s most valuable companies – and one of its best Brands. Today, Apple can charge a premium for its phones, laptops and tablets (among other products).

By being meaningful and different, Apple has dominated certain markets. For example, Apple captured 79% of the global smartphone profits in 2016, even though it held only a 14.5 percent global share of that market in 2016.

But what does it mean for a company to be meaningful and different? BrandZ identified 10 characteristics of disruptive, original brands:

How does your company differentiate from the competition? Do your customers and prospects see your brand as meaningful? Of the 10 characteristics shown above, how many does your company share?

I recommend you download a PDF copy of the BrandZ report – there’s much more great insight that we haven’t discussed.

Ready to take the next step? Engage with crowdSPRING’s community of over 200,000 designers who can work with you to move your company’s brand and design to the next level for as little as $299.

5 Key Traits That Make Women Successful Entrepreneurs

$
0
0

Despite talk of a level playing field for women and men, the facts suggest that we still have a long way to go. Women comprise only a small percentage of executives at Fortune 500 companies, are less likely to start a venture capital funded company, and continue to trail men when it comes to compensation across most industries.

But despite societal norms that continue to chip away at opportunities and success for women business owners, women are changing industries and finding ways to succeed with their businesses.

As we wrote a few months ago,

There has never been a better time for a woman to become an entrepreneur … What makes this time so ripe for female entrepreneurs? There are a number of factors in your favor. You have more support than ever before.

People are taking notice. Over the past several decades, psychologists and business experts have intensified their research focusing on the differences between male and female entrepreneurs and business owners.

For example, despite receiving 80% less funding on average (compared to men), women are scaling their businesses and profiting in greater numbers.

What key traits help women to overcome societal and business biases?

When we look at successful women entrepreneurs and business owners, we find they share the following five important traits.

1. Women Are Great Collaborators.

While men dominate many industries, women dominate three important industries: health and social care, personal and cultural services, and education.

And this isn’t without reason: women tend to empathize more than they systemize.

By dominating fields that require high amounts of face-to-face interactions, women are able to capitalize on their strengths as collaborators. In collaboration, the tendency to empathize allows women to more accurately listen and pick up nonverbal cues.

In collaboration, the tendency to empathize allows women to more accurately listen and pick up nonverbal cues. This is an important skill because companies are rarely built by individuals. The most successful companies are built by great, collaborative teams.

Collaboration and empathy skills help women to be better teammates and also stronger leaders, because they see others as actual people, not just work producers. As a result, women leaders tend to be more attentive to their employees’ needs, aspirations, and personal lives. This leads to lower turnover, higher job satisfaction, and increased productivity. An article for The Atlantic echoes these findings, saying that women typically treat their employees differently, with empathy at the front of their management decision making.

2. Women Are Not Afraid To Ask For Help.

Every business owner and entrepreneur knows that owning a business means taking risks. But women tend to be bigger risk takers than men, with

Despite the common view that men take more risks, women tend to be bigger risk takers than men. In fact, over 87% of women label themselves as risk takers. Comparatively, 73% of men label themselves as risk takers.

A recent study published by the Centre of Entrepreneurs in the U.K. focused on the difference in risk taking between men and women. According to the study, women typically take more calculated, well thought out risks than men.

In comparison to men, women are also more likely to reach out for help when necessary, especially when assessing a potential risk.

Here’s the paradox: asking for help is often seen as a sign of weakness. Yet, not asking for help is the reason many entrepreneurs and companies fail.

Because women hesitate less when they need help, they’re more likely to avoid making some of the mistakes made by men who refuse to seek help.

The truth is that it’s hard to completely run a business on your own. No one person possesses the complete skill and expertise needed to run a business. That’s why we grow networks, hire employees, and go to conferences, among other things. Business owners are constantly turning to outside resources for help. Women tend to do it sooner and more often, which helps them gain an edge over men.

This balance between risk taking and asking for help allows many women to surround themselves with mentors and other successful entrepreneurs who can spark creativity or offer advice.

3. Women Are Often More Ambitious Than Men.

While only 18% of men reported wanting to start their own business in the next year, over 47% of women expressed their interest in starting a business.

This positive outlook is also evident in how women view the future success of their business. While 56% of all entrepreneurs expected their profits to increase within the next calendar year, over 61% of women expected their profits to increase.

Importantly, younger women are becoming even more empowered and ambitious. According to the 2016 BNP Paribas Global Entrepreneur Report, the number of successful women entrepreneurs who were millennials or baby boomers increased significantly over prior generations.

4. Women-Owned Businesses Make More Money.

The 2016 BNP Paribas Entrepreneur Report also showed that on average, women-owned businesses make 13% more revenue than businesses owned by men.

While there is no clear-cut answer as to why women-owned businesses generally earn more revenue than men, business experts speculate that women often look for opportunities in niche markets. In niche markets, businesses can target a more focused client base and build greater customer loyalty. As a result, businesses have a higher chance to succeed.

Men, on the other hand, tend to tackle bigger markets with broader, disparate audiences. The challenge with catering to these bigger audiences is that these businesses often face more competition, and consumers have more choice.

5. Women Know How To Persevere.

Women in business aren’t strangers to unfair pay, double standards, or other obstacles. As a result, women often have higher levels of perseverance and a stronger desire to succeed.

For example, Lori Greiner, Shark Tank investor/star and well-known QVC host says that she’s had to face plenty of adversity during her many years in retail. But instead of letting people tear her down, Greiner focused on strengthening her inner voice to combat the outside voices. In an interview for Entrepreneur, Greiner explains how adversity made her see business in a new way:

Sure, I’ve run into some chauvinistic people in my life, but I don’t let that stop me. I don’t even consider it. If anything, I’ll call it out or I’ll go work with someone else…It can be a pitfall if you think, ‘I’m a woman and I’m walking in the room and I’m going to be treated different’ or ‘this is going to be harder because I’m a woman.’ Don’t think like that. You’re an expert at what you do. You’re on a mission and you are a person in business. Not a woman in business. Ever.

Negative comments (like chauvinistic comments) aren’t exclusive to female business owners. The difference is that when dealt with on a more regular basis, the negativity often helps women grow a thicker skin and internalize their emotions into something positive – drive and perseverance. These unique challenges better prepare women to weather the ups and downs of owning a business.

What other traits help women entrepreneurs and business owners succeed? We’d love to hear your thoughts in the comments below.

For more about creating a successful business, check out our latest ebook written by CEO and founder Ross Kimbarovsky entitled Stand Out: An Entrepreneur’s Guide to Starting, Growing, and Managing a Successful Business.

 

 

 

Give Your New Business a Jump Start with an Effective Landing Page

$
0
0

 

Every new business hopes to launch to immediate accolades and tons of sales.

But, the truth is that most businesses start slowly. And, if they’re lucky, they last long enough to survive and grow.

But, what if I told you there’s a simple way to create momentum before your new business even sets its feet on the ground? Not to mention build credibility and generate sales leads?

Sounds too good to be true, doesn’t it?

I’m not talking about a myth or a fantasy. I’m talking about a real and actionable marketing tool – the landing page.

A landing page is a simple, targeted web page that steers your visitors to one specific goal. Landing pages can collect leads, motivate downloads and/or generate sales. For a new business, landing pages can establish credibility, create excitement for your new product or service, and collect leads for future customers – all before you officially launch.

Kickoff Labs, a viral marketing company, points out:

A great coming soon landing page, focuses on one primary objective: getting people to sign up before launch. Do this right and you can build enough initial brand momentum to sustain an enormous amount of sign ups pre-launch.

With so much to gain, how can you create an effective landing page for your business?

Let’s take a look at some content and design best practices so you can put a high-performing landing page to work for your new business.

 

Content Tips for an Effective Landing Page

Cameron Chapman of Kissmetrics reminds us that:

Landing pages, like any other part of your online marketing arsenal, need goals. Without concrete, specific goals, there’s no way to create an effective page.

So start by defining the goal for your landing page – one goal. The entire purpose of a landing page is to propel viewers to take action toward that single goal. In this example, Zendesk wants you to sign up.

 

 

Every new business should start with one, important goal: generating sales leads. The folks at Kickoff Labs recommend,

The sooner you start collecting emails the better.

Collecting emails allows you to validate your product’s market fit and find future customers. You can then use the emails you collect to provide updates to your growing customer base as your business gets closer to launch.

This, in turn, creates excitement and anticipation for your product or service. And, of course, the leads you generate from your pre-launch landing page will be primed to purchase once your business goes live.

So, if your goal is to collect leads, every element of your landing page must be targeted toward collecting email addresses. That means you’ll want to eliminate any content that doesn’t support that goal. Remember, simpler is better.

So, let’s look at the content you absolutely must include.

As a new, and unknown, business it’s vital to be clear with your audience about what you provide. Otherwise, they have no motivation to sign-up, click-through or act in any way. Josh Ledgard, co-founder of Kickoff Labs, points out:

Unless you’re already an internet celebrity with a large following, you are going to have to tell people something about what you want them to sign up for. Being stealthy only looks cool, but it generates less signups and paying customers than telling your story.

This is a great reminder to be up front with your future customers about what you do and how it can make their lives better. It’s vital to show consumers what’s in it for them. Maintain focus and show value on your landing page through strong, succinct marketing copy.

This landing page from Ipsy is a great example:

 

Ipsy tells you all you need to know in just a few words. But, not only that, they cleverly cycle through different products to complete their headline- showing you how many items they offer with the same concise statement.

 

Clear and concise language is a must when writing copy for a landing page. You want to tell your audience what you want them to do and how to do it, without any language that distracts from the task you’re requesting. Kissmetrics’  Chapman explains:

Every single sentence and word on your landing page should serve a purpose, and that purpose should be to support your call to action. If it doesn’t do that, cut it.

Here’s why you absolutely must be clear and concise with your content (and design): people have very short attention spans. As we’ve previously explained:

Attention span is the amount of time a person (or animal) can concentrate on something without becoming distracted. … Did you know that radio ads used to be 60 seconds long? Then radio ads became 30 seconds long, then 15 seconds, and now, there are many five second radio ads. TV ads have followed the same pattern. When they were first aired in 1971, television ads were 60 seconds long. Today, the standard length is 30 seconds and there are even shorter ads.

I’ve been thinking more about this topic after talking to other entrepreneurs building online startups and to small business owners looking to improve their websites. With very few exceptions, the landing and marketing pages for these startups and small businesses are packed with too much content and too many distractions. Every extra word or graphical image on a page  increases the “noise” on that page and impacts the attention of the user browsing that page.

Here’s why you should care: the attention span of a human adult, according to BBC News, is 9 seconds (the Associated Press reports that in 2012, the average attention span for a human was 8 seconds). Nearly one fifth of all page views in 2012 lasted fewer than four seconds. And to add fuel to the fire, people read only approximately half of the words on a web page that has fewer than 111 words (and only 28% of the words on a web page that has more than 593 words). If you’re still reading, then you’ve obviously decided that this content had some value and was worth your time.

And that brings us to the next vital element of your landing page content – the call to action.

In her article “What is a Call to Action and How Do I Make One?” Mindy Lilyquist explains,

…a call to action (CTA) is a statement designed to elicit an immediate response from the person reading or hearing it. It’s used in business as part of a marketing strategy to get your target market to respond through action.

Every landing page needs a call to action that clearly asks the audience to buy, download or sign-up. If you don’t make it clear what you want your consumers to do, they may lose interest and click elsewhere.

Not only does your call to action need to be clear, it needs to be easy to accomplish. So, provide your consumer with everything they need right on the landing page. This landing page for crowdSPRING’s new ebook STAND OUT: An Entrepreneur’s Guide to Starting, Growing and Managing a Successful Business provides the what, why, how and where all in one clean design.

 

 

An email sign-up form is an essential tool to include on your lead generating landing page. It serves as a visual cue to the customer of exactly what is expected of them; and, collects customer’s names and email addresses for your new business.

Make sure to include fields for the customer’s name and email address, at a minimum. You may also want to collect mobile numbers to send text updates or mailing addresses if you plan to execute any direct mail marketing campaigns.

Lastly, if you’ve sent out any sort of email or direct mail campaign pointing consumers to your landing page, make sure that you match the message of your campaign on your landing page. The landing page experts at Unbounce explain:

Message match is the ability of your landing page to reinforce the messaging presented on the link that was clicked to reach the page. Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t reinforce their intent with a matching headline and purpose (quickly and clearly).

So, make it very clear to your audience that they’ve reached the right spot by matching your campaign message on your landing page.

A final word on the content of your landing page. The most important take-away that you should remember is to keep your content simple and streamlined. Only include what is necessary to guide your customers and prospects to convert.

Content Best Practices

  • Determine one single goal for your landing page and tailor all content to support that goal.
  • Tell the consumer who you are and what you do.
  • Use clear and concise language.
  • Ask for the behavior you want with a call to action.
  • Provide the tools to accomplish that task (email form, download button).
  • Match the message from your marketing copy to reinforce the connection.

 

Design Tips for an Effective Landing Page

We’ve already discussed that a landing page should focus on one specific goal. Web design can support your landing page’s call to action is with simple, streamlined and focused design.

The first and arguably most important rule of web design for landing pages is to keep the page short. Wix, an online web design service reminds us,

A landing page, as its name may suggest, remains one single page. You can divide it into separate sections but you should stick to just one page, and preferably not a very long one.

Keeping your landing page relatively short provides less room for visitors to get distracted and lose their way before following your call to action. But with less real estate to share your message, you will need to utilize laser-targeted, succinct copy and graphics. So, plan to get rid of everything that doesn’t specifically support your call to action.

While a landing page should take its overall visual design cues from your regular website, it is not (and should not be) your website’s home page. This means that you can (and should) cut the navigation buttons (as you see in the example below from Capital One) that might distract your consumer away from the main goal.

 

 

This landing page from Capital One includes only a headline and application form- no additional navigation options, or copy. Their one graphic – an image of the credit cards for which you’re applying – serves to direct the eye back and forth between their headline and their application form. Everything on the page encourages you to apply.

Follow their example – combat distraction and create focus by including only actionable items (ex. email form, “Sign up Here!” button) that support your call to action. In fact, no graphic element should be included if it doesn’t serve your landing page’s purpose. This makes it easier for consumers to see what you want them to do and how to do it.

Another great ease-of-use tip is to keep the most important part of your landing page – the call to action – above the fold.  “Above the fold” is a marketing term that hearkens back to print newspapers. The most valuable real estate in a newspaper was the most easily seen top half; which was located above the fold.

In web-speak, the phrase indicates the portion of a web page that is visible on a monitor without having to scroll. Keeping your call to action above the fold ensures that your audience can see it right away and makes it easier for them to act. You can see in this Linkedin landing page above that they’ve placed all of their content safely above the fold.

 

 

Place less action-oriented information below the fold – such as product benefits and features or any other compelling information that might encourage people to sign up. If you want to ensure that below-the-fold content gets seen, you can utilize directional cues that help guide the eye downward. Otherwise, visitors may not realize that the content continues below.

If you plan to create your entire landing page above the fold, you should still utilize directional graphics – to guide the eye toward your headline or the form and/or buttons that you want your consumer to engage with.

 

 

Directional cues can be as straightforward and literal as an arrow or more subtle like the example above from Airbnb Magazine where the arm, hand and cup all form a line pointing toward the headline and” Subscribe” button. Good web designers will be able to offer you many different directional cue options.

Finally, your design should visually match any marketing campaigns directing traffic to your landing page. Just as your landing page should share copy with (message match) your marketing campaign, your web design should clearly call back to the design that motivated consumers to come to your landing page to begin with.

A clear visual relationship between your landing page and marketing campaign reassures your visitor that they’ve found the offer they wanted to find. And, a well-designed landing page with a clear call to action and easy-to-locate sign-up form gives the consumer the tools to effortlessly do what they’ve come to do.

Design Best Practices

  • Keep it short.
  • Remove unnecessary navigation buttons and graphics.
  • Include actionable buttons and forms that are easy to find and use.
  • Keep your call to action above the fold.
  • Use directional cues to lead your consumer to the content you most want your consumer to see.
  • Message match your design to your marketing campaign design.

 

Well-constructed landing pages are invaluable marketing tools for your business.  Embrace clean, simple, functional design and you’ll remove any potential friction for consumers. Follow the content techniques we discussed above and you’ll create content that directs focus and motivates consumer action. In no time at all, you’ll be well on your way to collecting leads and building your new business’s customer base.

Ready to take the next step? Engage with crowdSPRING’s community of over 200,000 designers and writers who can work with you to move your company’s brand and design to the next level for as little as $299.

Fresh from the SPRING: tititemprit

$
0
0

When perusing our galleries here on crowdSPRING, we see some amazing work submitted in the projects. Today, we recognize a gem submitted in this clothing project:

The challenge of this project was to create a Hawaiian hippie T-shirt design. They were encouraged to get creative and make it look like a a “real” university logo, but one with a hippie theme. We imagine the hippies will totally dig this shirt, man.

Let us start the slow clap for tititemprit. Check out more great work on tititemprit’s profile page.

Nicely done, tititemprit, nicely done!

Twitter Link Roundup #297 – Terrific Reads For Small Business, Entrepreneurs, Marketers and Designers!

$
0
0

As graduation season comes to a close, I like to reflect on Michael Lewis’ Princeton Baccalaureate speech from 2012. I know that I have been handed plenty of cookies, and sharing them has never been more important as we become increasingly connected to one another.

Now, we hope you enjoy another great set of links and articles that we shared with you over the past week on our crowdSPRING Twitter account (and on Ross’s Twitter account). We regularly share our favorite posts on entrepreneurship, small business, marketing, logo design, web design, startups, leadership, social media, marketing, economics and other interesting stuff! Enjoy!

smallbusinessblog

startupsblog

socialmediablog

designblog

logodesignblog

mobiledesignblog

otherblog

For more about creating a successful business, check out our latest ebook written by CEO and founder Ross Kimbarovsky entitled Stand Out: An Entrepreneur’s Guide to Starting, Growing, and Managing a Successful Business.

Reliable Strategies To Help Your Business Handle a PR Crisis

$
0
0

Criticism may not be agreeable, but it is necessary. It fulfills the same function as pain in the human body. It calls attention to an unhealthy state of things. – Winston Churchill

If you run a business – even a small one – you are regularly communicating with the public. Most of the time, the communications are positive and simple. But there are times when pretty much every business owner runs into a communications problem.

Sometimes, an angry customer decides to take their anger online and shares their frustrations on social networks. At other times, a negative story in the newspaper or on television might paint you or your business in a bad light.

Although many business owners don’t refer to their communications as PR (public relations), their communications effectively serve as just that.

PR is the way organizations, companies and individuals communicate with the public and media. Having good PR can bring your brand adoration, esteem, and loyalty. Smart PR can take a potential trainwreck of a situation and turn it into something advantageous for your company.

Bad PR?

It can quickly impact your revenues or the trust your customers have in your brand.

Last year, many of you will recall the negative stories about the EpiPen after Mylan, the company that manufactured the EpiPen substantially increased the price by 400 percent. The public outcry and negative publicity damaged Mylan in many ways. Mylan tried to recover by offering a generic product, but the damage was already done. The government started an anti-trust investigation, Mylan was sued, the stock fell by more than 70%, and the company had to layoff thousands of employees.

Even large, well-established companies make many mistakes when faced with a publicity crisis. Many of you probably recall a short while ago when United Airlines got raked over the Internet coals for dragging a passenger off an overbooked plane after he refused to give up his seat. United dug their pit even deeper with series of poorly thought out apologies.

Apologizing for “re-accommodating” customers by physically dragging them off the plane sounds ridiculous, but this was just the start of a long and very poorly handled PR disaster. In an email to staff, CEO Oscar Munoz refused to take responsibility for what happened, saying that the passenger was “disruptive and belligerent” and that “employees followed established procedures for dealing with situations like this.”

This negative, poorly thought out response to a PR crisis violated every guide to achieving customer satisfaction after complaints are voiced. Engaging in such behavior is sure to result in a poor experience for your consumers, and will likely result in the loss of their loyalty.

RightNow Customer Experience Impact Report details these vital statistics:

  • 89 percent of consumers do business with a competitor following a poor customer experience.
  • 50 percent of consumers allow a one week response time to any query, after which they cease doing business with that brand.

To be sure that your business is ready to deal with a PR crisis, make sure you understand what you’ll need to do if you face one. Here are five tips that can help you deal with angry customers or negative publicity.

Preparation is the father of inspiration

Be proactive! Get your team together for an exhaustive brainstorming session, and come up with every crisis that could occur in your company.

The benefits of doing this comprehensive undertaking are numerous:

  • You will address, and consequently avoid, preventable predicaments by modifying any existing problematic business processes.
  • You will create usable responses that can be refined and tweaked for major crisis situations.
  • You can assemble a designated Crisis Team to take charge when problems arise.

Creating a crisis response plan that works for your organization and includes operational and communications strategies is the best way to stay ahead of problems.

Deal with problems gracefully and effectively, and you will help ensure the long-term success of your business.

How your respond matters

First and foremost, accept that you can’t please ‘em all, and some people just want to kick and scream. Don’t feed the trolls by jumping into a storm without having a plan first.

Have situational strategies already in place so you are well prepared in the event trouble strikes. If something takes you by surprise, however, be thoughtful in your response.

You may not totally understand the details of every difficult situation your company runs into. Take the time to do your homework: Talk to your employees, and garner all of the information required to know precisely what happened.

Be absolutely sure that each complaint is being taken seriously. Customers should feel listened to, and like a real person is following up on their concerns. Don’t underestimate the value of listening to customers and prospective customers.

If you communicate a plan of action and demonstrate that you are working toward a solution, chances are good that tempers will be, well, tempered.

Jay Baer, author of Hug Your Haters, found that brands who actively answer and deal with customer complaints on social or online forums succeed in increasing customer advocacy. That’s good news for you, and for your brand.

Want to make things worse? Ignore a consumer’s complaint completely.

This aggravating non-response projects a terrible impression, leading the aggrieved to feel that your brand simply doesn’t care. The best way to lose company loyalty is by convincing your customers that you don’t value their experiences.

Want to make things even better? Go out of your way to make their experience unexpectedly special.

Pick up the phone and talk to your customer one on one. Send a personal email instead of a prewritten form. Want to really wow them? Compose a handwritten letter. Make it clear that you’re not looking to bury your head in the sand, nor are you trying to guild the lily.

Want to really wow them? Compose a handwritten letter. Make it clear that you’re not looking to bury your head in the sand, nor are you trying to guild the lily.

Say it with me: “I messed up. I’m really sorry.”

How quickly you respond matters

A key part of crisis management is communicating quickly, openly, and transparently. Samsung failed to do this in the early days when reports of exploding Samsung Note 7 phones starting pouring in and paid the literal and figurative price.

A web page warning Note 7 owners they should power down their devices and bring them in for exchange or refund were linked to from the Samsung home page with the text, “Updated Consumer Guidance for the Galaxy Note 7.”

A New York Times article on how Samsung handled the crisis too slowly and with not enough urgency put it bluntly:

“This is a phone that can literally catch fire and burn your house down with you in it,” said Dean Crutchfield, an independent brand consultant in New York. “I don’t think that’s being highlighted enough.”

Once you’ve decided you want to take action, don’t wait. Research by Convince and Convert showed that 42% of people using social media to complain about something expected a response within 60 minutes.

Corral the issue with a well-planned response so the problem doesn’t balloon out of control. Even better, if you’ve gone through the effort to create a crisis response plan you may be able to anticipate issues and deal with them before they blow up.

Use a little humor, if appropriate

Although when done improperly, this can backfire, sometimes a well-placed joke or bit of humor can turn a potential PR disaster into an opportunity. Not taking yourself too seriously can help make your brand seem more human and fallible.

The American Red Cross isn’t the first place you’d expect to find humor used to recover from a mistake. Yet this is exactly what happened when a staff member accidentally posted a personal tweet to the Red Cross’ official Twitter account.

Instead of rushing in with a series of choreographed tweets, the Red Cross instead tweeted a quick response that made light of the situation in an honest and rather endearing way.

Dogfish Head Brewery, the company mentioned in the “rogue tweet,” also took excellent advantage of the errant twittering. They showed that their hearts were in the right place by encouraging their followers to donate to the Red Cross.

Humor can be a tricky thing to do well, but it is also a powerful way to humanize your brand in a way that feels honest and open.

How you say “I’m sorry” matters

Saying “we’re sorry” is one of the many ways companies can handle touchy PR crises. Apologies may seem straightforward, but like anything deceptively easy there’s a right and a wrong way.

Dr. Beth Polin, the author of The Art of the Apology, outlines six components of an effective apology:

  • An expression of regret — this, usually, is the actual “I’m sorry.”
  • An explanation (but, importantly, not a justification).
  • An acknowledgment of responsibility.
  • A declaration of repentance.
  • An offer of repair.
  • A request for forgiveness.

A well-crafted apology can go a long way to restoring trust. “Apologies are surprisingly effective if they’re given correctly,” according to Polin.

Polin recommends you do these four things when you apologize:

  • Show you understand what you did wrong.
  • Don’t make it about you.
  • Take responsibility for your actions.
  • Explain how you’re going to make sure this will not happen again.

Make your apology meaningful. Let the injured party know you’re listening. Clearly explain what changes you’ll make to avoid hurting your customers in the future. Assure people that you are invested in genuine improvement, and demonstrate that you are working to rebuild broken trust.

Receiving negative press on social media or otherwise encountering a tricky PR situation isn’t as scary as you may think. By being prepared with a level head and appropriate crisis response strategies, you can turn bad press into a winning situation.

Don’t fear criticism. The reality is that no business is perfect and no business survives and succeeds without criticism. But when you face a crisis, look for ways to turn that crisis into an opportunity to improve your business and show your customers just how much you value them.

For more tips and tricks on how to best manage your brand, check out our latest ebook written by CEO and founder Ross Kimbarovsky entitled Stand Out: An Entrepreneur’s Guide to Starting, Growing, and Managing a Successful Business.


5 Ways Your Business Can Improve Its Brand on Instagram

$
0
0

Branding.

That buzzword has taken design, marketing, and startup blogs by storm and has put pressure on companies of all sizes to create the “perfect image”. In an increasingly competitive and noisy market, companies are more pressed than ever to carefully curate and create a recognizable identity – whether online or in the real world.

Branding is important. As we wrote previously:

People have a very short attention span. In fact, according to a Princeton University study, snap judgments count. The study found after seeing a face for only 1/10th of a second people formed opinions about that person. Judgments were made on attractiveness, likeability, and trustworthiness, and prolonged exposure to that face just reinforced the initial impression.

The same goes for websites. Three studies found that a mere 50 milliseconds were all people needed to form an opinion about a website. Google performed similar testing and found an even slimmer margin: a speedy 17 to 50 milliseconds were all people needed to decide how they felt about a website.

Social media platforms like Instagram have pushed companies to evolve their brands and extend their branding to digital channels. Big companies spend millions doing this but most companies simply don’t have big enough budgets or the people who can effectively optimize branding across different channels.

But even companies that lack people and money must find ways to showcase their brands if they are to compete. For most businesses, Instagram offers a good platform to attract and connect with customers.

The access to customers also comes with a cost: customers on Instagram, for example, can easily pinpoint a company’s brand identity, or aesthetic.

Even before social networks became popular, smart marketers already knew that branding was important. For example, we’ve known for a long time that a well-designed website targets people’s emotions and increases their chances of becoming a paying customer. We also know that people are starting to value aesthetics over bargains, making the visual and brand appeal of your business more important than ever. As we previously wrote,

Marketing studies show that the average American is exposed to around 5,000 advertisements and brands per day. Out of that veritable flood, they found only 12 made enough of an impact to leave an impression. You can help your business be one of those twelve through effective, attractive design.

Many brands have caught on, working on their emotional appeal through carefully thought out Instagram pages. But, as I wrote above, those brands often have huge amounts of resources.

What can smaller companies do to properly take advantages of platforms like Instagram?

Often, smaller companies try to use uniform filters and common colors. But these basic attempts are largely ineffective. Representing and creating your brand visually requires much more than a uniform filter and common color.

Luckily, there are many great brands on Instagram, providing lots of great examples and lessons to help you create the ultimate Instagram aesthetic.

We’ve taken a look at some of our favorite Instagram accounts. Here are five insights to help you create a great Instagram brand, even if you don’t have a dedicated 30 person Instagram marketing team.

1. Practice Color Transitioning.

Unless your company focuses on one or two colors, it’s likely that a majority of the content you post will be multicolored.

For example, Adobe provides a variety of cloud-based software solutions tailored to the creative needs of everyone from students to large Fortune 500 companies. But at the core of Adobe’s values is providing a positive, professional design experience with an emphasis on exploration.

If this sounds familiar, it’s probably not because you’ve read Adobe’s mission statement or company facts sheet. These values sound similar because they’ve been echoed in Adobe’s Instagram.

Each picture is bright, colorful, and unique. None of the pictures are shown from a “standard” point of view, and none of them seem restricted by color, light, or layout. This makes it easy for Adobe’s Instagram to look like a melting pot of crayons.

However, Adobe does a great job in planning out each post to include at least one color from the previous post. By using color transitioning, your eye is able to more easily slide across each post and make a connection- even though they are all very different. The best part is that you’re still able to use whatever you want as subjects and background scenes.

2. Include Your Company’s Purpose.

Using your company’s purpose sounds more intuitive than it actually is, but remember to include your company’s purpose in a majority of your posts. Branding is not solely about consistency and pleasing aesthetics. Branding is also designed to remind customers about your product or service.

On Instagram, many companies focus too heavily on beautiful pictures and punchy graphics but forget their call to action. It’s not enough to include a call to action in your caption (though a great caption is important). You have to subtly remind people what it is that you actually do – and what you want them to do in response to your posts. Otherwise, they’ll click the heart and move on.

So focus on conversions and learn a lesson from companies like Google. The Google Maps Instagram account does a great job of including a little pinpoint on many of their pictures. While the overall aesthetic of Google Maps’ account is travel pictures, the colorful pinpoints add a nice touch to remind followers that while the picture is beautiful, Google Maps helps you find that place.

Interestingly, the pinpoints are all different colors, and they aren’t on every picture. The only thing connecting most of the pictures is that most pictures have a pinpoint. But because pinpoints don’t appear every time, they seem like a fun addition to a photo rather than an annoying marketing tactic.

3. Pick a Personality.

Smart brands develop a brand voice. Frooti is a great example. Frooti excels at showcasing a “brand personality” in its Instagram account. The Indian mango drink company is quirky, vibrant, and fun. They communicate this by using lots of bright colors (and only sticking to a few per post), and focusing on surreal graphics with large typography.

There is clearly a lot of uniformity in Frooti’s feed, from the uniform font to the uniform color palette. But instead of trying to showcase traditionally artsy or powerful photos, Frooti relies heavily on creative graphics. Each post is carefully designed to make followers look more closely and smile, combining recognizable elements like flamingos with core parts of their brand (mangos).

4. Choose Your Medium.

With the addition of videos, stories, and multi-photo posts, Instagram offers many medium options when it comes to sharing your content. Because a strong brand is consistent and recognizable, it’s important to pick the mediums which most strongly show off your content. And while it’s okay to mix it up and use multiple mediums, you should set an expectation for the type of content your audience should expect to see from you.

NikeLab does this effectively by using videos to show their products in action. Since Nike advertises products for an active lifestyle, videos are a better way to showcase the products’ advantages and selling points.

Yet although NikeLab’s most recent posts seem to all be videos, a few weeks ago their posts were mostly still images. This change in strategy was deliberate – NikeLab phased out their photos and moved to video, much like brands do when they change brand colors.

Another important thing to note (but unrelated to choosing your medium): NikeLab is one of over 20 different Nike Instagram accounts. Splitting up their brand into specific mini brands helps Nike focus on each vertical’s individuality and attract more customers. Of course, this strategy may not work for smaller brands or smaller budgets.

5. Remember Why People Are on Instagram.

While you focus on your brand, don’t forget why people use Instagram. People love Instagram because of its beautiful photos and carefully curated view on daily life. Buffer shows that they understand this by posting stunning photos of places around the world, playing off of their existence as a remote team.

Buffer shows that they understand Instagram’s mission and its audience by posting stunning photos of places around the world where its remote team works and plays.

But tying travel photos to the idea of a remote team isn’t what makes Buffer’s brand aesthetic so pleasing. It’s the captions that they attach to the photos. Since Buffer is a SaaS product, it relies on pictures from other Instagrammers. Buffer combines those photos with witty or inspirational captions that are designed to put a smile on your face.

Their most recent caption?

Friday’s just around the corner… We’re coming up for air! 🐢❤️☀️
.
.
Swimming with the cutest turtles you’ve ever seen 📸🐢 @benjhicks

We love how playful the caption is and how Buffer leverages the community to help curate content and grow its audience. Buffer shows that it not only focuses on the community but also understands how to create emotional reactions with its posts.

What can you do beyond, color, purpose, personality, a consistency, and community? After all, Instagram offers many other elements.

The truth is that when it comes to Instagram stories, ads, and collections, it’s up to you and your budget.

If you continue to guide your brand with color, purpose, personality, a consistency, and community in mind, then you can apply the same questions and solutions to Instagram stories and ads. Remember that any content you put on Instagram – whether free or paid – should increase your brand image/likeability, and seem organic.

So be weary of being pushy with ads, and be careful about which influencers you work with on posts. And remember that you don’t have to post a million times a day to get attention. Your Instagram aesthetic is much more than just a pretty filter, large team, and a funny caption. Create a great first impression of your brand and you’ll be on your way to success on Instagram.

Ready to take the next step? Engage with crowdSPRING’s community of over 200,000 designers and writers who can work with you to move your company’s brand and design to the next level for as little as $299.

How Emotional Intelligence Can Make You a Better Leader

$
0
0

 

A leader has a difficult but important job: leading a team of unique individuals to follow a single vision and to motivate them to work collaboratively toward a common goal. Not all leaders can do this effectively.

Why do some leaders succeed while others fail?

Although there are some exceptions, most great leaders succeed because they have a high degree of emotional intelligence.

Mariah DeLeon, in her article “The Importance of Emotional Intelligence at Work” writes:

…it’s vital for managers and other business leaders to operate in emotionally intelligent ways to meet the needs of today’s workers.

Jeff Immelt, the widely respected CEO of General Electric, agrees:

Leadership is an intense journey into yourself. You can use your own style to get anything done. It’s about being self-aware. Every morning, I look in the mirror and say, ‘I could have done three things better yesterday.’

Emotional intelligence (sometimes also called EI or EQ) is the ability to identify and regulate your own feelings, and the feelings of people around you. Leadership coach Brent Gleeson describes it as:

The act of knowing, understanding, and responding to emotions, overcoming stress in the moment, and being aware of how your words and actions affect others…

EQ is incredibly important in the workplace – even more important than the traditional measure of intelligence – IQ. It turns out that people with a high EQ are better teammates and better leaders than people with a high IQ.

Emotional intelligence experts at TalentSmart tested a host of 33 variables to determine which had the greatest impact on workplace success. Emotional intelligence was the strongest predictor of performance, accounting for 58% of a person’s job performance.

TalentSmart president Travis Bradberry points out,

Your emotional intelligence is the foundation for a host of critical skills—it impacts most everything you do and say each day.

Contrary to conventional thinking, there’s not one common type of emotional intelligence. Daniel Goleman, the author of the groundbreaking book Emotional Intelligence, breaks EQ down into 4 components:

  • Self-awareness
  • Self-regulation
  • Empathy
  • Relationship management

Goleman also reveals that EQ (unlike IQ) is a skill that can be learned and improved.

Let’s take a deeper look into each of the four pillars of emotional intelligence to discover how you can become a better leader.

 

Self-Awareness

Self-awareness is the first pillar of emotional intelligence. Self-awareness refers to your ability to identify your own emotions, strengths, weaknesses and behavioral patterns. Self-awareness is the foundation of emotional intelligence. In fact, the remaining 3 components of emotional intelligence all hinge upon the ability to be self-aware.

Laura Wilcox, former director of management programs at Harvard Extension School explains:

The core of high EI is self-awareness: if you don’t understand your own motivations and behaviors, it’s nearly impossible to develop an understanding of others.

Cultivating self-awareness increases your ability to understand your own emotional and behavioral landscape, in turn making it easier to understand the emotions and behaviors of others.

Self-awareness also gives you a better perspective to identify the traits that serve you well and the traits that don’t serve you at all. You can modify your behavior for the better if you can identify your own bad habits and catch yourself when you’re doing them. So, in addition to creating the foundation for EQ, self-awareness is also the foundation for self-improvement.

How can you cultivate a stronger sense of self-awareness?

Bill George, the author of Finding Your True North and Psychology Today contributor, suggests developing a habit of daily self-reflection.

Self-reflection can come in a number of forms. Meditation, journaling, yoga, prayer… even a thoughtful walk or jog can provide you with the opportunity to know yourself better.

Harvard Business Review’s Anthony K. Tjan suggests spending some time with the following questions:

  • What am I trying to achieve?
  • What am I doing that is working?
  • What am I doing that is slowing me down?
  • What can I do to change?

You can also simply observe your emotions as you experience them, accepting them without judgment. Emotions are not inherently good or bad. But an awareness of your emotional state can help you to make informed decisions about how you choose to behave toward yourself and others.

And although the journey to self-awareness always starts with the self, it’s also a good idea to seek outside perspectives. Many times we are too close to our behavior to see or understand it. Bill George reflects,

We all have traits that others see, but we are unable to see in ourselves. We call these “blind spots.”

Asking close friends or family for honest feedback about your blind spots may help you learn something about yourself that you couldn’t otherwise see. Just be prepared to receive their answers with humility and grace – some truths are uncomfortable.

How To Cultivate Self-Awareness:

  • Develop a daily self-reflection practice.
  • Ask peers for feedback about your blind spots.
  • Be prepared to face some uncomfortable truths.

 

Self-Regulation

The second pillar of emotional intelligence is self-regulation – also known as self-discipline.

Self-regulation is the action-based companion to self-awareness. Your ability to control your emotions, your behavior, and your inner resources are all determined by your self-regulation. And, it is a valuable skill.

A study at the University of Pennsylvania revealed that self-discipline outperformed IQ more than 2-to-1 in determining which students would succeed academically. And, why wouldn’t it? Intelligence doesn’t count for much if you don’t put in the effort to apply it.

Malcolm Gladwell asserts in his book Outliers that it takes 10,000 hours of practice to master a skill. It would be tough to practice anything for 10,000 hours without some serious self-discipline. With that in mind, it’s easy to see the relationship between self-regulation and mastery. And with mastery success is typically not far behind.

But self-regulation applies to more than our external behavior. Self-regulation also applies to our internal, emotional behavior. Steven Stosny, Ph.D. explains in his Psychology Today article “Self-Regulation“:

Behaviorally, self-regulation is the ability to act in your long-term best interest, consistent with your deepest values. (Violation of one’s deepest values causes guilt, shame, and anxiety, which undermine well being.) Emotionally, self-regulation is the ability to calm yourself down when you’re upset and cheer yourself up when you’re down.

But, how exactly does one regulate emotion?

Dr. Stosny recommends you start by examining your values. He contends that attempting to manage feelings, devoid of value context, can lead to behaviors meant only to treat negative feelings rather than fix the underlying cause. Stosny posits that behaving in accordance with your values will lead to more positive, balanced emotions.

Consistent self-regulation requires focus on your deepest values rather than feelings. It’s also the best way to feel better. Violation of values invariably produces bad feelings, while fidelity to them eventually makes you feel more authentic and empowered.

So, a practice of self-awareness that includes examining one’s most important values, and identifying positive and negative emotions as they occur, provides you with the information you need to make informed behavioral choices.

Meditation has also been shown to have positive effects on one’s ability to self-regulate. And, since meditation also increases self-awareness, it provides a powerful two-for-one benefit to emotional intelligence.

But, how does one make the leap from knowing what is good for you, to actually doing it?

Personal development guru and business philosopher Jim Rohn offers an answer:

Success is nothing more than a few simple disciplines, practiced every day.

This makes sense. Self-regulation can also be said to be practicing simple disciplines every day.

If you need a little more direct guidance, meet Tim Elmore. Elmore is the author of Artificial Maturity, president of Growing Leaders and a former university professor. In his years in the classroom, he has proactively worked to improve self-discipline in his students. Here are a few techniques Elmore found to be effective:

1. Do it if you hate it. This technique is pretty straightforward. Pick a task you hate to do and make yourself do it. But, don’t just do it once. Do it every day. Think of it as altitude training for your self-regulation. If you can do a task that you hate every day, then lesser chores become easier to complete by comparison.

2. Leverage Accountability. If you are actively working to strengthen your self-discipline, ask a buddy to hold you accountable. Elmore explains that you are more likely to stick to positive habits if you know someone may be checking up on you.

3. Visualize success. Elmore points out that our brains work like a muscle – they need periods of work and rest in order to grow. Elmore recommends spending time envisioning a more self-disciplined you, and then rewarding yourself or “resting” with relaxation.

How To Develop Self-Regulation:

  • Act in accordance with your deepest values.
  • Practice daily meditation to strengthen your brain’s self-regulatory pathways.
  • Do tasks you hate daily to strengthen your will power.
  • Ask a buddy to hold you accountable for your goals.
  • Strengthen self-regulatory “muscles” by visualizing success.

 

Empathy

Empathy, the ability to relate to and share someone else’s emotions, thoughts or experiences, is the third pillar of emotional intelligence. It’s that elusive skill that allows us to “walk in someone else’s shoes”.

We all possess empathy to some degree – it’s why humans find watching movies so compelling. We vicariously experience the emotional journey of the characters on the screen. But empathy plays a more vital role in real life and not all leaders have a well-developed sense of empathy.

We previously wrote about empathy in the context of delivering great customer service:

Sympathy is rarely an ideal response to a customer’s problem. Instead, show empathy. Empathy allows to you be professional and caring at the same time. It also allows you to avoid becoming emotionally involved (like when you show sympathy).

Think about it this way: when you’re sympathetic, you simply feel badly for someone. Sympathy doesn’t communicate to a customer that you understand WHY they feel the way they feel – it only allows you to communicate that you understand their problem. A typical response – “I’m sorry” – is insufficient to solve a customer’s problem. You must do more.

Leaders and manager who practice empathy in the workplace are better equipped to understand (and meet) their employees’ needs. It’s one of the traits that makes many women great leaders. Empathy also creates a more supportive environment where people feel valued and heard. You can learn more about why this is so important in my earlier article about leadership styles.

Putting your employees first can lead to happy employees. And, happy employees have been shown to be more creative, more productive and more likely to be retained.

But, don’t just take my word for it. A 2015 study by the Center for Creative Leadership found that higher empathy ratings from a leader’s subordinates regularly predicted higher performance reviews from the leader’s own boss. In other words, empathetic leaders create positive relationships with their employees and also garner accolades from their superiors. Everybody wins.

Fortunately, empathy is a skill that can be learned.

The Center for Creative Leadership suggests practicing active listening in order to strengthen your empathic ability. Here are a few guidelines for practicing active listening:

  • Make listening your entire focus, (instead of waiting for your turn to speak).
  • Ask questions to help you understand the other person’s perspective.
  • Don’t judge what the person is saying.
  • Summarize what you think they’ve shared with you.

This exercise helps you to truly understand another person’s perspective. And, that’s the first step toward empathy.

Another technique for strengthening empathy is to regularly try to see things from a different perspective. True empathy requires that we be able to see beyond our own experience. The Center for Creative Leadership recommends that managers make a habit of trying to see things from their employee’s perspective.

If you find it hard to imagine what that perspective might be, maybe it’s time for some more active listening.

How to Embrace Empathy:

  • Practice active listening.
  • Habitually look at the world from a different perspective.

 

Relationship Management

Relationship management, the fourth pillar of emotional intelligence, is a person’s ability to manage and maintain healthy relationships. Just as the ability to self-regulate grows from self-awareness, relationship management is an active extension of empathy.

If you want to run a successful business, you have to proactively work to maintain positive relationships and establish trust with both subordinates and peers.  Good working relationships create confident, happy employees. And confident happy employees are more productive employees. Forbes contributor Victor Lipman writes,

… trust is a fragile commodity in management, yet an exceedingly valuable one. It can make all the difference between an employee who is emotionally committed to an organization – engaged – and highly productive, and one who is disengaged or even destructive.

Careful relationship management cultivates emotionally engaged employees and may even help to prevent workplace burnout.

So, how exactly does one build and maintain positive workplace relationships?

Like any relationship, you’ll need to set aside some time to actually get to know an employee. This is the time to practice active listening so that you can understand who this person is and what the workplace looks like from their perspective.

The next step is crucial – validate and respect their experience. Karyn Hall Ph.D. of Psychology Today describes validation as:

…the recognition and acceptance of another person’s thoughts, feelings, sensations, and behaviors as understandable.

Even though some people deny it, everyone craves validation. And here’s why – validating someone’s experience makes that person feel accepted. And acceptance is a fundamental human need. On Maslow’s Hierarchy of Needs, our need to be accepted and belong is superseded only by our need for safety and biological demands like food and water.

Making your employees feel understood and accepted is a powerful bonding tool.

Finally, use this newfound understanding of your employees to assign tasks that play to their strengths. Katherine Prendergast of the Association for Talent Development recommends:

Motivate others by recognizing what is important to them and giving them the opportunity to work in those areas. Use their strengths and honor their gifts.

Finding tasks that naturally play to an employee’s strengths will make them feel confident and appreciated while reassuring you that someone well-suited is handling the task. Everybody wins.

How to Practice Relationship Management:

  • Set aside time to grow relationships.
  • Validate your co-workers’ experience and point of view.
  • Assign tasks that play to your co-workers’ strengths.

Ultimately, emotional intelligence is at the heart of highly collaborative teams. Emotional Intelligence at Work, an organization specializing in business performance and transformation suggests:

There is only one area which a business—or any organisation—needs to address if it wants to lift itself from averagely successful to excellent: how well the people in the business work together.

The emotional intelligence you bring to bear in your daily work interactions makes all the difference between success and failure. Ashley Zahabian, public speaker and emotional intelligence advocate, reflects:

Statistics from Harvard, Stanford, and Carnegie Foundation show that 85–87% of our success accounts from soft skills, emotional intelligence, and personal skills, yet we only pay attention to them 10% of the time… It was so backwards to me.

Zahabian continues:

As a founder or entrepreneur, it’s important to learn more about your own emotional intelligence and work to increase it. Think about why you want the things you want and whether or not they’ll be good for you or your business in the long run.

Some people have a high degree of emotional intelligence while others do not. The good news is that anyone can improve their emotional intelligence if they are motivated to do so.

You can start by learning more about your EQ strengths and weaknesses with this Emotional Intelligence Assessment from the Global Leadership Foundation.  Then take action to improve your weakest EQ skills.

So there you have it. You can improve each of the four pillars of emotional intelligence through the following actions:

1. Cultivate Self-Awareness By…

  • Developing a daily self-reflection practice.
  • Asking peers for feedback about your blind spots.
  • Preparing to face some uncomfortable truths.

2. Develop Self-Regulation By…

  • Acting in accordance with your deepest values.
  • Practicing daily meditation.
  • Doing tasks you don’t enjoy daily to strengthen willpower.
  • Asking a buddy to hold you accountable for your goals.
  • Strengthening self-regulatory “muscles” by visualizing success.

3. Embrace Empathy By…

  • Practicing active listening.
  • Habitually looking at the world from a different perspective.

4. Practice Relationship Management By…

  • Setting aside time to grow relationships.
  • Validating your co-workers’ experience and point of view.
  • Assigning tasks that play to your co-workers’ strengths.

Become the leader you aspire to be by following the tips we’ve discussed here. Ignore these tips and you’ll quickly find yourself facing bickering teams and a poor company culture.

 

Are you looking for other ways to maximize productivity, improve your leadership, and run or grow your business efficiently? Check out our latest ebook by crowdSPRING founder and CEO Ross Kimbarovsky titled STAND OUT: An Entrepreneur’s Guide to Starting, Growing, and Managing a Successful Business.

Fresh from the SPRING: IM3D

$
0
0

When perusing our galleries here on crowdSPRING, we see some amazing work submitted in the projects. Today, we recognize a gem submitted in this logo project:

The challenge of this project was to create a unique retro logo for a stable. They wanted a horse design that was more abstract and different from the norm. The solution was this sweet design.

Let us start the slow clap for IM3D. Check out more great work on IM3D’s profile page.

Nicely done, IM3D, nicely done!

Twitter Link Roundup #298 – Terrific Reads for Small Business, Entrepreneurs, Marketers, and Designers!

$
0
0

Getting ready to head on a summer trip? Paulo Coelho has 9 great tips to make yours a meaningful one. It’s easy to get lost, so to speak, in a long list of must-sees and to-dos when you take a vacation. Try taking some of Mr. Coelho’s suggestions so you can make your experience an extraordinary one.

Now, we hope you enjoy another great set of links and articles that we shared with you over the past week on our crowdSPRING Twitter account (and on Ross’s Twitter account). We regularly share our favorite posts on entrepreneurship, small business, marketing, logo design, web design, startups, leadership, social media, marketing, economics and other interesting stuff! Enjoy!

smallbusinessblog

startupsblog

designblog

otherblog

For more about creating a successful business, check out our latest ebook written by CEO and founder Ross Kimbarovsky entitled Stand Out: An Entrepreneur’s Guide to Starting, Growing, and Managing a Successful Business.

5 Hot Logo Design Trends That Can Improve Startup And Small Business Brands

$
0
0

It’s no surprise that business owners want their company’s logo to be memorable. They want their brand to stand out, be recognizable, and for their logo to convey the personality and purpose of their company. As we wrote previously:

Brand awareness reflects the degree to which customers or potential customers can recognize or recall a brand and correctly associate that brand with a specific product or service. Creating brand awareness is one of the key components in promoting a product or service.

Today, small businesses and startups have to compete in an increasingly noisy world, against larger, more established businesses. To do so, they need to get noticed. Customers who are just discovering your brand need something to remember you by, and your logo serves as a kind of souvenir for them to hold on to.

Customer preferences and markets change over time, so it’s important to understand trends before you settle on your brand.

I’m not suggesting you follow fads. For example, for some time, it was very popular to have 3D, animated logos but those were impossible to print and often very difficult to read. Lasting trends help you to better shape and define your brand. Passing fads can lead you astray.

Before we look at the current hot trends in logo design, here are some key principles to keep in mind for getting a great logo that reflects your brand (we’ve listed 4 key principles below but you can see all 10 in our original post: Create a Successful Logo With These 10 Essential Elements):

  • A logo should be simple: logos conveying a strong idea with minimal detailing.
  • A logo should be versatile: a logo that works equally well across different platforms and devices.
  • A logo should be appropriate: the design of your logo should convey your brand in a befitting fashion.
  • A logo should be unique: your logo should set you apart from your competition.

A well-executed logo will help your business appear professional, sharp, and interesting. An added bonus? It’s an easy way to get your brand’s personality across to your customer in those first critical moments of making a first impression.

First impressions are very important. As we wrote previously:

People have a very short attention span. In fact, according to a Princeton University study, snap judgments count. The study found after seeing a face for only 1/10th of a second people formed opinions about that person. Judgments were made on attractiveness, likeability, and trustworthiness, and prolonged exposure to that face just reinforced the initial impression.

The same goes for websites. Three studies found that a mere 50 milliseconds were all people needed to form an opinion about a website. Google performed similar testing and found an even slimmer margin: a speedy 17 to 50 milliseconds were all people needed to decide how they felt about a website.

And this is also true for logos:

After all, memorable logos are 13% more likely to get consumers attention, and 71.6% more likely to get a positive response from consumers. In a world of noise, that can make a big difference.

Here are 5 hot trends and inspirations to help you sharpen your brand’s logo, ensuring that you nail that first impression.

1. Minimal design

Simple designs are popular because they are eye-catching, memorable, and timeless. Less is often more, and nowhere is that truer than with a minimalist design.

The minimalism trend grounds most of the other current trends, which are increasingly focused on sleek, tight designs. Ornate, overworked design has been replaced with cleaner, modern concepts that retain simplicity while still functioning as creative pieces.

One reason for minimal design’s broad-based appeal? Any business can incorporate a minimal look into their existing design scheme! If you find that your existing brand is tired and out of touch, maybe it’s time to take a look at what other businesses are doing with minimalist design.

2. Hand drawn and text

If the goal of minimal logos is to communicate a brand simply and clearly, hand drawn and text logos (also known as logotypes) strive for a similar clarity. These logos are often personal, intimate, and informal in a way that minimalist logos are not.

One industry that uses handwritten logos extensively are craft breweries and for good reason. Small breweries are known for the artisanal, handmade nature of their products, and a handwritten logo helps reaffirm that quality. What could be more personal than someone’s handwriting?

All-text logos are another way for companies to differentiate themselves in a simple, yet refined way. One example of this in action is coworking collective WeWork, with an all-text logo that is no-nonsense and clear. There’s nothing to get in the way of the brand name, and that clarity helps reinforce that they’re an uncomplicated and accessible organization.

And if you look at crowdSPRING’s logo at the top of your browser window, you’ll see that it’s just text.

3. Line art

Line art logos are exactly that: logos made up of lines. They are frequently paired with a logotype or some other text, and the combination can feel modern and abstract in an elegant way.

There are a number of benefits of using line art in a logo: They are usually easily adaptable to all kinds of platforms and media, from mobile app and website to print and even billboards. They are often simultaneously simple and complex and can be tailored to communicate very specific branding needs in a way that another style cannot.

Most importantly, they can be concise, immediate and memorable, and done correctly they can often stand alone from a wordmark as a self-contained branding element.

4. Black and white

Black and white logos exude sophistication, luxury, and elegance. Small businesses and larger companies alike can use black and white to convey a sense of refinement and style. And of course, the vast majority of time when your logo appears in print, it will be in black and white (so make sure that your logo works well in black and white, even if has color in it).

The black and white trend can serve as a variation of your current logo. You’re not mandated to use each iteration of your logo on all platforms, but it’s nice to have choices – some logo color schemes work better in different spaces, particularly in the age of social media.

Black and white logos look sharp anywhere they’re used, so having a logo that translates well in black and white works to your advantage.

5. Negative space

Negative space is a design style based on dual imagery. By using both positive and negative space to join multiple images into one cohesive piece, you create an engaging and intriguing logo.

This style of logo designing has emerged as a breakout trend in 2017, not only because these logos are clever, but because they have a high recall value. These logos, with their immense visual impact, cement your brand in a consumer’s memory, making it easier for them to remember you later on.

There have been some memorable negative space examples in the past, including the FedEx logo.

If you didn’t see it already: the negative space between the ‘E’ and the ‘x’ forms an arrow symbolizing movement and precision. Which are of course two very important values for a logistics company such as FedEx.

The Toblerone logo is another great example using negative space.

We wrote previously why we love the Toblerone logo:

First of all… it’s Chocolate. Mmmm. Second of all, a bear (symbol of the city of Berne, where Toblerone is produced) is hidden in the modern version of the Matterhorn mountain logo. The Matterhorn is a great symbol of Switzerland, and is said to possibly be the inspiration for the shape of the candy bar.

If you’re a business owner seeking to grab your customer’s attention, use of negative space gives your logo an eye-catching, provocative edge.

Martin Newcombe Property Maintenance

You can probably see a trend in the trends: Simplicity and clarity are key components to any successful logo.

And of course, logos have become more important than ever. According to Fortune:

A logo isn’t just a name or an icon or other visual signature on company letterhead or a billboard or other promotional venue anymore. Take that device out of your pocket or bag and swipe through the screens, as you probably do many times a day anyway. You now carry dozens of brand icons wherever you go. “People are literally, physically interacting with those symbols in a way that they never did,” says Michael Bierut, partner in the prominent design firm Pentagram.

A great logo walks the line between timelessness and trendiness: designing a logo that is both can be a challenge. A logo that’s unique, attractive, adeptly communicates your brand values requires an understanding of the current design trends, like the ones listed here.

Look for a designer who can tailor these trends to suit your business’s unique image and personality. Need help? Look no further than crowdSPRING, where hundreds of thousands of designers have helped tens of thousands of the world’s best entrepreneurs and small businesses with branding.

Engage with crowdSPRING’s community of over 200,000 designers and writers who can work with you to move your company’s brand and design to the next level for as little as $299.

Grow Your Small Business with Consistent Branding

$
0
0

 

Every company has a brand.

This is true for your company whether you’ve made a single conscious branding decision or not.

And that’s why it’s vitally important to make conscious, consistent branding choices. The decisions left unmade, and a brand left untended may hurt your business.

As we previously explained:

A brand is the sum total of the experience your prospects and customers have with your company. A strong brand communicates what your company does, how it does it, and at the same time, establishes trust and credibility with your prospects and customers. Your company’s brand is, in many ways, its personality. Your brand lives in everyday interactions your company has with its prospects and customers, including the images you share, the messages you post on your website, the content of your marketing materials, your presentations and booths at conferences, and your posts on social networks.

Put another way, your brand is your company’s public identity. Ideally, your brand should embody the best (and most essential) attributes of your company. That’s pretty unlikely to occur if you leave your branding to chance.

Start by making deliberate, informed choices about what elements of your company’s personality and service philosophy should be featured. And once you’ve laid the groundwork, the key to branding success is consistency.

Customers can’t get to know (and trust) your business if they don’t have the opportunity to experience your brand in a consistent manner. Here are some compelling ways that consistent branding ban strengthen your business:

  • Easy brand recognition leads to positive associations.
  • Consistency provides an advantage over the competition.
  • Increased perceived value leads to higher sales.

 

Easy Recognition = Positive Associations

Consistent branding offers many benefits to your business. The most immediately obvious benefit is that it provides easy recognition of your service or product among consumers.

An easily recognized brand benefits from mere exposure. The more customers are exposed to something – a product, a service, or your brand – the more inclined they are to like it. You can learn more about this phenomenon (and how you can use it to your advantage) in 7 Marketing Psychology Tips to Improve Your Business Marketing.

Familiarity increases positive feelings. And, consistent branding keeps your company in front of customers’ eyes in a reassuringly familiar form.

 

Consistency is an Advantage

Keep your branding consistent and you stand to edge ahead of your competition.  BrandExtract, a professional branding firm with more than a century of experience, advocates for consistent branding techniques. They explain:

As you develop a consistent brand, you begin to take ownership of your own niche in the market. When you choose a position and then consistently reinforce your position, it becomes more difficult for competitors to come in and take that advantage away.

A great example of this concept in action is the historic cola war between Coke and Pepsi. Coca-Cola has had the same logo and essentially the same brand, since its inception in 1892. Pepsi Co, on the other hand, has rebranded many times.

Image courtesy of Consumerist

Coke, widely used to denote soda of any kind in the southern United States, is unquestionably the king of the cola kingdom. A 2015 Statista report revealed that Coke dominated the carbonated beverage market share at 48.6% to Pepsi’s  20.5%. Coke has clearly taken ownership of their market niche and successfully defended their advantageous position through, among other things, consistent branding.

 

Higher Perceived Value Increases Actual Value

Consistent branding also increases your company’s perceived value. Perceived value, or the worth a customer assigns to a product or service in their mind, determines how much customers are willing to pay for that product or service.

And, that beneficial market position we discussed a moment ago helps to raise perceived value. People like to associate with “the best”. Just as the star quarterback sits atop a high school’s social pyramid, the company with the best market share gains prestige and loyalty as well.

BrandExtract points out:

A consistent brand helps increase the overall value of your company by reinforcing your position in the marketplace, attracting better quality customers with higher retention rates and raising the perceived value of your products or services….In contrast, erratic, inconsistent behavior quickly leads to confusion and mistrust.

Making consistent branding choices increases brand recognition, helps establish a strong market position and grows sales through increased perceived value.

But where should you start if you want to make sure that you consistently brand your business?

Here are three best practices that will help you create a great, consistent brand.

 

One Logo, All Channels

Image courtesy of Push C&M

For many, “brand” is synonymous with “logo”.  A company’s logo should spark instant recognition whenever and wherever it appears. And, using one strong logo across all communication and marketing platforms increases the likelihood of that happening.

As we wrote previously:

One common mistake made by many small businesses and startups is to assume that once they have a great logo, they’ve created their brand and now just need to do a little bit of marketing. A brand is more than logo design. But marketing efforts can fall flat if you lose credibility with your marketing collateral. You must keep an eye on branding (easier for the world’s biggest brands – they can spend billions building their brands) because it’s too easy to make a branding mistake that can cripple your small business. For example, if your branding is inconsistent or consistently poor in email and content marketing campaigns, people will notice.

Your logo should appear on your website, business cards, stationery, product packaging, marketing collateral and social media.

So what makes an effective logo?

A strong logo must be unique, versatile and appropriate. Stay away from overused, overdone, generic logo designs.

Image courtesy of Starbucks

 

Customers recognize unique logos easily in a sea of generic logo design. Versatile logos translate well across all mediums – from large business signage to a tiny business card. And appropriate logos create logical associations in your customer’s mind, helping them to link the logo to your product or service.

Starbucks’ monochromatic mermaid logo is a perfect example of a unique and versatile logo that can scale to any size or marketing channel.

Once you have a great logo design, you can use it as a springboard into our next consistent branding tip – the style guide.

 

Lock it Down with a Style Guide

Image courtesy of Shakeupid

A brand style guide is the ultimate compendium of all branding info. If you want to create a consistent brand presence, a style guide is an absolute essential.

Propoint, a digital creative agency, and Forbes contributor, explains:

A brand style guide (also known as a brand book or brand guide) acts as a key document that helps content creators communicate a consistent message to your audience, so it’s a great asset for creating consistent, on-brand content.

More specifically:

A style guide is a set of rules to follow any time a member of your organization wants to publish, present or promote content for your brand. It answers questions like:

What font does your logo use? What colors are approved? When you need an image for a project, what tone and feel should it have? Should writers use “email” or does your organization prefer the hyphenated “e-mail?” What is your stance on the Oxford comma debate?

These seem like small details, but if they’re not captured in a style guide your beautiful brand can quickly drift into an inconsistent experience for your customers and employees.

But what, exactly, will you find in a style guide?

Your style guide should include all the information necessary for anyone to create content with your business’s unique branding signature. This includes visual info such as fonts, brand colors, logo, signage specifications, typography style and any other commonly used branded graphic elements. It should also cover less tangible items like ideal voice and tone, your branding mission and company philosophy.

When building your style guide, use your logo as a starting point. Take your color cues, font inspiration and graphic style from your existing logo. After all, since your logo will be appearing on all of your marketing materials (right?), everything else should be visually compatible with it.

To learn more about style guides, we recommend you read What is a style guide and how can you create one for your business?

If you create and follow a brand style guide you will ensure that any content you create reflects the spirit and visuals of your brand. It’s a one-stop shop for creating consistently branded content every time.

 

Deliver Your Brand’s Promises

A fabulous logo, expertly deployed and a consistent style guide mean nothing if your business does not follow through on its brand promises in the real world. Remember that your brand should always be true to the reality of your business. Walking the walk is just as important, if not more so, that talking the talk.

William Arruda, personal branding expert and founder of Reach Personal Branding, shares:

Branding is the key to differentiating yourself from the competition, but if you don’t build your brand promise around reality or consistently live up to it, your branding efforts are pointless. Brands are built through the consistent delivery of the brand promise through all stakeholder touch points. It is the consistent, desired experience that builds trust and trust is the foundation for loyalty and promotion.

Make it simple to live up to your promises by creating a brand that is true to your business from the start. Focus your brand on the key elements that are most important to your company. This will make it natural and easy to follow through on the promises your brand makes.

Arruda goes on to explain in “Why Consistency is the Key to Successful Branding” that consistently delivering on your brand promises does more than just secure customers’ trust. It also creates fertile ground for your business to safely evolve and grow.

…being consistent doesn’t mean that you can’t change. In fact, consistency gives you a firm foundation for evolving into offering even more options for even more people. Once you have built a reputation through the consistent delivery of your brand promise, you have permission to evolve and expand.

Delivering on your brand promises today builds consumer trust that will benefit your business tomorrow. So set your business up for long-term success with a consistent, real-to-life brand that you can execute every day in every customer interaction.

If you want customers to buy-in and trust your brand, it must be consistent.

Recap:

  • Feature one logo across all channels.
  • Create a branding style guide.
  • Deliver on your branding promises.

Follow these guidelines and you’ll see your business grow with the support of a consistent, genuine brand presence.

 

Your company’s brand deserves a first class logo. Let crowdSPRING’s team of  200,000+ designers help you find it. It’s easy, fast and your satisfaction is 100% guaranteed – just click below to get started for as little as $299. 



Fresh from the SPRING: AuraDesignStudio

$
0
0

When perusing our galleries here on crowdSPRING, we see some amazing work submitted in the projects. Today, we recognize a gem submitted in this logo project:

The challenge of this project was to create  a magical Steampunk style logo for a comic book series that follows the adventures of an autistic boy and his older sister.

Let us start the slow clap for AuraDesignStudio. Check out more great work on AuraDesignStudio’s profile page.

Nicely done, AuraDesignStudio, nicely done!


Twitter Link Roundup #299 – Terrific Reads for Small Business, Entrepreneurs, Marketers, and Designers!

$
0
0

As citizens of the planet, I think it’s our job to be kind to each other as often as possible. I came across this story on tiny kindnesses, and I think it’s a great reminder that being kind doesn’t have to be a huge gesture. Kindness is not always a difficult or profound choice: Often, it’s just being mindful and putting the greater good ahead of personal gain in everyday moments.

We hope you enjoy another great set of links and articles that we shared with you over the past week on our crowdSPRING Twitter account (and on Ross’s Twitter account). We regularly share our favorite posts on entrepreneurship, small business, marketing, logo design, web design, startups, leadership, social media, marketing, economics and other interesting stuff! Enjoy!

smallbusinessblog

startupsblog

 

socialmediablog

logodesignblog

otherblog

10 Best Apps For Small Business Owners

$
0
0

Life would be easier if you could run your business from wherever you are.

Running your entire business from your phone without compromising on features or ease of use seems like an impossibility. However, in an increasingly fast-paced business culture, few successful business owners can operate their businesses while tethered to their office desk. Many must find ways to work while they’re away from the office.

Fortunately, small business owners are now living in a time of virtual riches. There is an abundance of productivity and business mobile apps that can help you run your business remotely. Many of these apps are free or inexpensive.

Here are ten terrific mobile apps that you should consider using. If we missed your favorite app, share it in the comments and let us know how it helps you run your business.

 

Full Contact

Full Contact takes the traditional address book and builds on it, turning it into something even more useful.

After you’ve added your contacts to the service (which runs on iOS, Android, and in your web browser) the service spins into action. It ferrets out duplicate contacts and data, scours the web and social media to fill in gaps, and gathers valuable information about your contacts.

Want to be able to make a note that one of your employees is celebrating his twenty-fifth wedding anniversary next week? How about impressing a client by wishing her a happy birthday? Full Contact makes keeping those kinds of notes easy.

This information gives you a broader picture of the people you interact with and is valuable for keeping everything you might need to know about someone on hand. You can then sync that information to different services and devices, giving you a robust, centralized location for all of your contact information. You no longer need to be tied to a rolodex or your notes at the office.

Full Contact’s basic features are available free, with affordable subscriptions unlocking advanced features like business card scanning and real-time sync.

 

Gusto

Until recently, taking care of payroll, benefits, and other HR-related tasks from a mobile phone was a challenge. This has changed with the rise of cloud-based services like Gusto, which handles much of the administrative work that traditionally required dedicated HR departments.

Small and medium sized business owners operating without a big HR team will find Gusto invaluable. Gusto helps you to manage all kinds of administrative work, including any employee scheduling and payroll tasks. It also helps you price and manage health insurance, 401(k) plans, and other benefits.

Gusto starts at $39 per month and $6 per employee you manage with the service, so it’s a cost-effective option for maintaining administrative sanity. We love Gusto and use it at crowdSPRING.

 

Quickbooks

Quickbooks has been around for a long time. How long? So long that its original release back in the 1980s actually ran on MS-DOS, proving itself as a staple for business owners of all kinds.

Its latest incarnation, Quickbooks Online, is a cloud-based service providing small business owners with robust accounting and cash flow management. There is even a freelance option with specific features aimed at independent workers and other self-employed consultants.

Pricing for Quickbooks starts at $10 a month for the freelance edition and scales up to $40 a month for the top tier option. If that’s a little too pricey for you, you’ll often see 50% off specials.

Slack

There is a seemingly endless flood of apps and services out there to help you and your employees stay in contact, but one of the biggest and most beloved is Slack.

With an easy to use interface and playful features (I’m looking at you, Slackbot), it’s no surprise that Slack is catapulting through the charts for business owners of all kinds. Here at crowdSPRING, we love Slack, and find it’s an especially valuable tool for our team.

A surprising variety of businesses and organizations use Slack for real-time chat, file sharing, and audio/video calls. Take the Hartford, Connecticut police department, who use Slack to “track and share intelligence regarding felonies and pattern crimes.” Bet you never knew Slack was a crime-fighting superhero.

Slack’s feature-rich free package might be all you need, but there are also paid tiers starting at $7 a month per user. Paid features include archives of all messages, group video and audio calls, screen sharing, and more.

 

Todoist

Staying on top of your to-do list is a challenge every small business owner knows all too well, but thanks to cloud-based apps like Todoist, organizational nirvana is not far away.

Todoist is the most well-rounded task organizer available. It boasts an impressive list of features and support for devices across more than 10 different platforms, making it accessible and functional for small business owners and big business owners alike.

Todoist helps you:

  • Create tasks and assign them to specific projects,
  • Create reminders based on time or location,
  • Create labels to organize across projects,
  • Allow for comments and file attachments on any given task,
  • Delegate projects and tasks to other subscribers.

Todoist’s basic features are free to use, with a $39 yearly subscription opening up a number of powerful add-ons, like location-based reminders and project templates. If you’re in need of organizational hand holding – hey, did you remember where you left the keys? – Todoist might just be the app you’ve been searching for.

 

Tripcase

Travel organizer app Tripcase describes itself as “a single place for all of your trips.” It provides travelers with features that make travel easier, including:

  • managing itineraries,
  • hotel bookings,
  • rental car reservations,
  • flight change notifications, and
  • airport terminal and gate information.

Tripcase makes adding flights easy by creating new itineraries from forwarded flight confirmation emails. It also lets you share trips with others so they can receive notifications of trip changes. It’s available online and for iOS and Android.

The majority of Tripcase’s features are free, but access to its expense and receipt tracking feature requires a $6 yearly subscription fee. If you and your business are, well, going places, Tripcase is a good thing to pack along.

 

Adobe Scan

Creative software veteran Adobe recently tossed its hat into the crowded “use your phone as a scanner” ring with their release of the aptly-named Adobe Scan.

As the name suggests, Adobe Scan lets you turn photos of documents, whiteboards, and other “analog platforms” into high-quality PDFs. It also features powerful text recognition that turns your scans into searchable, selectable text, and provides cloud storage for your files via their Creative Cloud product.

Business owners of all kinds can save time and energy otherwise spent hanging over a clunky scanner by expediting an otherwise tedious job. Adobe Scan is a free app and available for iOS and Android devices.

 

Evernote

Thanks to Adobe Scan, you can have a virtual stack of scanned documents piling up in your digital workspace. This can get out of hand fast, so once you’ve scanned your documents, organize them (and lots of other file types) with Evernote.

Evernote is one of the first “everything bucket” apps, and even though there have been a number of high-profile competitors (including Google Keep and Microsoft’s OneNote), Evernote’s cross-platform support and reliable sync are hard to beat.

Evernote’s free tier caps monthly uploads to a total of 60mb with up to two synced devices, but yearly subscriptions starting at $47 are available if you need more.

 

Dropbox

If you were looking for other options to store your files, no list of essential apps would be complete without mentioning Dropbox. It burst onto the online scene in 2007 and hasn’t looked back, amassing over 500 million users.

Dropbox creates a special file folder on your computer that syncs those files across any number of devices, making your files available wherever you are. It has apps available for most major platforms, including iOS, Android, Mac, Windows, and more.

Jill Duffy of PC Magazine says:

Dropbox is among the simplest and most elegant cloud storage and file-syncing services. It gives you access to your files from nearly anywhere. You can install Dropbox on virtually any computer or mobile device. Dozens of apps integrate easily with Dropbox, too, making it highly versatile.

Dropbox’s free plan gives you 5 GB of storage to work with, which you can increase up to 16 GB by referring people to the service. Their “plus” tier raises that to 1 TB for $10 a month, and there are additional team and business plans available as well. We love Dropbox, and use it at crowdSPRING.

 

IFTTT

Think of IFTTT (short for “If this, then that”) as a magical connector for your apps and services. As the name implies, it allows you to connect your services together by doing “that” when “this” occurs.

Confused? Here’s an example: You can create an applet (a very small application performing one or a few simple functions) that automatically saves any images you upload to Evernote straight to your Dropbox account. You can set your home lighting system to turn off once you get to work. Did you recently publish a new WordPress blog post? Set it up so that IFTTT tweets it for you, pushing traffic to your site. The possibilities aren’t endless, but they are pretty long.

IFTTT is an incredibly powerful service that is surprisingly easy to use, with hundreds of pre-made recipes to choose from. IFTTT is free to use and available online, with clients for iOS and Android.

Running a business can be an overwhelming thing. Using available technology to make your business run smoothly and efficiently can make an otherwise stressful prospect into something well organized and functional. With so many useful and low-cost services available to help you, there has never been a better time to be a business owner.

Now you have the tools, but what if you don’t have the business? If you’re ready to become an entrepreneur but aren’t sure where to start, take a look at our free e-book STAND OUT: An Entrepreneur’s Guide to Starting, Growing, and Managing a Successful Business.

5 Tips for Starting a Successful Clothing Brand

$
0
0

Many people want to start a clothing brand. After all, how difficult could it be?

The truth is that successful clothing brands become successful in part because they’re created by people who are passionate about clothing.

But, a clothing brand needs more than just exquisite design to create a lasting business. It needs all the trappings of a successful business as well. Apparel retailers need to master marketing, manufacturing, and retailing, among other things.

Shira Sue Carmi, the founder of Launch Collectivereminds us that the business of launching a clothing brand is as important as the artistry:

Fashion is amazing in the way it balances art and commerce, but it’s a business. Don’t start a business because you want to design. Start a business because you want to start a business.

So, are you a designer or an apparel entrepreneur? If you are ready to start a fashion business, let’s get down to it. Here are our top 5 business tips for starting a successful clothing brand.

  • Develop your brand.
  • Fill in the business blanks.
  • Prepare for manufacturing.
  • Create a sales plan.
  • Spread the word.

 

1. Develop Your Brand

Step one of starting a clothing line? Develop your brand.

As we’ve previously discussed,

…your brand is your company’s public identity. Ideally, your brand should embody the best (and most essential) attributes of your company.

The importance of your brand identity cannot be understated – especially in the world of fashion. Clothing is very personal because our clothing choices are one of the ways that we define our identity – to both ourselves and to the world. As a result, the brands we choose to wear become an extension of who we are and how we see ourselves.

In particular, the millennial generation has been shown to desire an authentic connection with their clothing brands. Fabrizio Moreira writes in his article “Building a Startup Clothing Brand in a Fast Fashion Economy“:

They want a brand “experience,” they want authenticity. It follows, then, that having a message that resonates with these consumers, and staying authentic to that message, is one of the few ways to break into the cutthroat fashion industry as a small brand…

So, before you sketch your first rendering, ask yourself these important questions:

  • What identity do I want my clothing brand to project?
  • Who will want to wear my clothes?
  • What can customers get from my clothing brand that they can’t get anywhere else?
  • What makes my clothing unique?
  • What is the most important part of my customer’s experience?

Your answers to these questions (and others like them) will build the core of your brand. All of your future branding decisions should expand on these ideas. Your business name, your logo, your web design should all grow from the concepts you laid out here.

Moreira cites Bad AF Fashion (a fashion startup less than a year old) as a how-to example. Here’s what Moreira thinks they’re doing right:

Arguably, the key to their success has been having a clear brand identity that resonates with their target customers, staying authentic to that identity, and knowing how to communicate it to the desired audience.

So, take the time to think – really think – about your brand from the start. You can learn more about the nuts and bolts of establishing and maintaining a consistent brand in our previous article “Grow Your Small Business with Consistent Branding“.

 

2. Fill in the Business Blanks

Once you define your brand, you can begin to think about the vitally important details of actually starting and running a business. From choosing a business structure to pricing, licensing and permits to business plan… There’s a lot to think about.

First, you will need to choose the legal structure for your new business. Sole proprietorship or LLC? Incorporate or register a partnership? We discussed these options previously in our article 15 Tips for Turning Your Craft Hobby Into a Successful Business:

A sole proprietorship is the “most basic type of business to establish” according to the SBA (Small Business Administration). You are the sole owner of the business; and, as such, are solely responsible for the assets and liabilities accrued by the business. This may be just the ticket for your brand new, baby crafting business as it is also the easiest to set up.

If you’re interested in a little more protection, an LLC (or Limited Liability Company) may be a better fit. The LLC business structure provides the limited liability features you would find in a corporation. The Small Business Administration has all of the details about these common small business structures and others.

To learn more about corporations, partnerships and other legal mistakes people commonly make when setting up a small business, take a look at our post and video: 10 Legal Mistakes That Can Destroy Your Small Business And How To Avoid Them.

After you determine your business’s legal structure, you’ll need to file the necessary paperwork. The U.S. Small Business Administration tells us that some form of license or permit is necessary for virtually every type of business. Their website has all of the info you need to find out what sort of license or permit you’ll need to start a business in your state.

Legal details squared away? Then it’s time to think about the specifics of your business. Entrepreneur contributor Toby Nwazor advocates for creating a business plan:

Any experienced entrepreneur knows a company without a business plan is like a fish without water. The plan does not need to be lengthy at first. Rather, it should be one or two pages, identifying the key elements of the clothing line’s business strategy.

Your plan should include (at minimum) a statement about your brand, a general description of your products and a strategy for how you plan to sell them. For more information about how to create a business plan, the Small Business Administration has you covered again. Click here to see their complete guide to writing a business plan.

In a detailed business plan, you may want to include your anticipated pricing structure. But, whether you include pricing info in your business plan or not, it’s an issue you must consider.

You may dream of owning your own brick and mortar shop – or maybe you fantasize about seeing your labels on the rack at Nordstroms. Either way, in order for an apparel business to scale and grow, it must have price points for both retail and wholesale. And, those prices should take into consideration the expenses of designing and creating your garments.

Nwazor recommends that you aim for prices 30% – 50% higher than your expenses in order to ensure a profit. Profit is, after all, essential to your business’s success.

Plan ahead for all of the necessary legal and logistical business considerations and you’ll create a strong foundation for your clothing brand’s successful future.

 

3. Plan for Manufacturing

Unless you personally plan to sew every garment you sell (a business model that would be impossible to scale) you’ll need to consider how your collection will be manufactured. A manufacturer is not just the means to an end – it’s the partner that will help you make your ideas a physical reality. So, making the right choice is critical.

You should plan to interview a number of different factory locations to find the one that is a right fit for your business. There’s a terrific book about this from the founder of Nike, Phil Knight – Shoe Dog. In the book, Knight writes about how he found the perfect partners for manufacturing Nike shoes – and the struggles with partners who were less than perfect.

Before you reach out to potential manufacturing partners you’ll need to get your own business in order. Anna Livermore, founder of fashion business consulting company V. Mora, recommends completing the following “To-Do” list before reaching out to manufacturers.

  • Determine a realistic, honest budget. Don’t overcommit funds you don’t have. 
  • Learn about the manufacturing timeline so you can plan accordingly.
  • Prepare your design resources (fabric swatches, sewn samples, and tech pack or renderings).

When you reach out to a manufacturer for the first time they will have questions for you – questions that you should be equipped to answer. If you take the time to establish your budget, understand the production timeline and know your designs inside and out then you’ll be ready for them.

When you do finally start meeting with potential manufacturers put your most professional foot forward. Jennifer Philbrook co-founder at Stitch Method suggests:

Look at this meeting as a partner meeting and walk in with a smile! Not only are you looking to see if this factory is a good fit for your brand, but they are looking to see if your brand is a good fit for them! You don’t want to assume they automatically want to work on your project.

Of course, walking into that meeting prepared will go a long way toward convincing a manufacturer that you are a worthwhile prospect. Having worked on both the design and production side of the clothing industry I can tell you that manufacturers love a designer who really knows their business. On the same token, nothing is more irksome than a designer with lots of ideas and no understanding of the manufacturing process by which those ideas are made real.

 

4. Create a Sales Plan

Where do you plan to sell your clothing? In an online shop? In a brick and mortar store of your own? Or maybe you want to sell in local boutiques?

There is no one right answer. And, it’s a good idea to consider the pros and cons of each option before making a decision that feels right for you.

Selling a clothing line online is cheaper and less labor-intensive than setting up your own physical store. There’s no monthly rent, mortgage or property taxes to pay, and no fixtures to buy. It’s also relatively easy to create an e-commerce presence nowadays without a lot of technical knowledge.

Most template-based web design services offer some form of e-commerce functionality. And some, like Shopify, are built specifically for e-commerce. But, think carefully before you decide to use a template-based service.

Remember how important your unique branding is? The templates on those e-commerce sites are available for every other new fashion brand to use, as well. As I mentioned in a previous article,

It’s not enough to have a website… You also want to be sure that your site’s design is unique and that it showcases your products and you.

Just like your logo, your web design should start with your personal brand. A well-designed website will expand upon and support the values and personality traits that you’ve identified as being core to your business. If web design is not among your many DIY skills, know that there’s help available.

There are self-hosted open-source e-commerce services available that allow you to use your own uniquely branded website with their e-commerce functionality. Check out services like WooCommerce, Magento, and Open Cart. Not only can you use your own original web design, they also scale easily alongside your business as it grows.

Alternately, if you dream of selling in a physical store, it’s a safer financial bet to start by selling in boutiques that already exist before taking the plunge and opening your own shop. When deciding which boutiques you would like to carry your line, double back to our first point – your well-developed brand.

Choose boutiques that are in line with your brand identity. If you design biker leathers for motorcycle enthusiasts, you can probably bypass the boutique down the street that specializes in yoga pants and maxi skirts. However, if you make wise location choices, there’s a good chance your target audience already shops there.

Once you’ve targeted which boutiques you’d like to partner with, start thinking like a retailer. Stitch Method’s Philbrook shared this advice in her article “5 Things I Wish Someone Had Told Me Before I Started My Clothing Line“:

If you plan on selling wholesale to boutiques it is important that you have merchandise ready to sell during the correct buying season… You need to figure out when you need to have production ready to ship to stores or customers and then work backwards from there through the development stages (leave enough time!) to make sure that you are working on the correct season.

Luckily, you’re already planning to learn about the manufacturing production timeline (remember Tip #3?) so you should be golden.

Pro Tip: Always schedule your meetings with boutiques in advance. In retail, the customer always comes first, so cold calls and drop-ins are a bad idea.

 

5. Spread the Word

If you’ve made it this far, you know your brand inside and out, all of your legal business details and business plan are in place, you have a manufacturing partner producing your garments, and a plan for selling them. Now it’s time to focus on getting the word out about your fabulous new line of clothes!

A great way to get started is to compile a list of local fashion editors and media outlets (radio, television and online blogs). When you are ready to launch you can notify these resources via press release. Take it one step further by creating an entire press kit. Check out this article from PR Couture to learn how.

Another important (and easy to overlook!) marketing tool for your clothing line are the pictures of your garments. If you’re just starting out, you might be tempted take these yourself. But, blurry or poorly lit photos can actually work against you. So, if you can afford it, hire a professional photographer to ensure great results.

These images will be used on your website, social media marketing, and advertisements. So, keep your brand and target customer in mind and style them accordingly. But most importantly, make sure your styles are the stars of the photos – simplicity is key keep accessories and background elements to a minimum.

As a new business owner, you’ll also want to take full advantage of the inexpensive and easy exposure that social media marketing offers you. As we’ve previously explained,

Social media gives you the ability to easily keep customers up-to-date on new products, store policies or sales. It also enables you to build a social rapport with current customers, while building low-pressure relationships with future buyers.

Maintaining (at a minimum) a Twitter and Facebook presence will help you build an audience of devotees. And consider micro-influencers, who can help you in the early days. Make it easy for visitors to see what your clothing brand all about by featuring those fabulous photos of your line in a Facebook album.

Social media is also the perfect platform to help future customers get to know you as well as your clothes. One major reason why customers buy from a start-up business instead of a major retailer is that they feel a connection to that business’s story. So, use your Facebook and Twitter to share that story – for free!

Finally, consider throwing a launch party to create exposure and excitement for your line. In an article for Inc. Magazine, Francis Arden (Aston Models partner) shares some great advice to ensure that your launch party is the well-attended extravaganza you dream it will be.

Build your list.  Remember those local fashion editors and media outlets? They should be on your list. So should local boutique owners, fashion buyers and anyone else who is relevant in your field.

Don’t compete for guests.  Schedule your party on an evening with no other major events – especially not other major events in the fashion industry. You don’t want to force your attendees to choose between your launch and another event.

Hold your event at an interesting location.  A special, unique venue can really make an event feel like… well… an event! But, don’t choose randomly, pick a location that jives with your brand presence. Try to find a venue where your target audience would feel right at home – if ‘home’ was super fun and exciting.

Offer something for free.  People love free swag. If you can afford it, offering a thoughtful and relevant free gift will make a great impression on your guests. If your budget is tighter, Arden suggests offering an open bar for a limited part of the evening. Everyone loves an open bar; and, you can schedule the timing to coincide with when you’d like the bulk of your guests to arrive.

For more useful tips like these, check out the rest of Arden’s tips here.

And there you have it… Five tips to help get your new clothing line off to a great start. We’ve covered a lot, so let’s briefly review.

1. Develop your brand.  

Develop an authentic brand that honestly embodies your unique artistic point of view and speaks to your target audience. Plan your business name, logo, and web design to embody your brand.

2. Fill in the business blanks.  

File the permits or licenses that allow you to do business legally. Create a business plan and pricing strategy.

3. Plan for manufacturing.  

Determine your budget, learn the manufacturing process and timeline, and prepare your designs for sharing with tech packs, samples, and fabric swatches.

4. Create a sales plan.  

Choose your strategy – online or off? If online – create a custom website with your unique branding and e-commerce capability. If offline – form partnerships with boutiques that your target audience would frequent.

5. Spread the Word.  

Send press releases or press kits to relevant media outlets. Show your line off to its best advantage with professional photos. Use social media to share your story and your fashions. Hold a launch party to create excitement for your line.

There’s a lot to think about when you’re starting your own clothing line – not the least of which are the clothing designs themselves. But, following these 5 recommendations will help set your business off on the right Jimmy Choo clad foot.

 

Your company’s brand deserves a first class logo. Let crowdSPRING’s team of  200,000+ designers help you find it. It’s easy, fast and your satisfaction is 100% guaranteed – just click below to get started for as little as $299. 



Fresh from the SPRING: horus

$
0
0

When perusing our galleries here on crowdSPRING, we see some amazing work submitted in the projects. Today, we recognize a gem submitted in this logo project:

The challenge of this project was to create a logo design that combines image and text for a wood products company.

Let us start the slow clap for horus. Check out more great work on horus’ profile page.

Nicely done, horus, nicely done!

 

Twitter Link Roundup #300 – Terrific Reads for Small Business, Entrepreneurs, Marketers, and Designers!

$
0
0

Elon Musk may be the greatest entrepreneur of our generation. Sure, there are other phenomenal entrepreneurs, including Jeff Bezos of Amazon and Mark Zuckerberg of Facebook, among others. But Musk has faced enormous challenges and risks in trying to move humanity forward in a number of important areas, including space exploration, green energy, artificial intelligence, and recently, tunneling. Above, Must is interviewed at TED (2017) about Tesla, space, AI and his plans to change the world. It’s well worth your time to watch the interview.

Now, we hope you enjoy another great set of links and articles that we shared with you over the past week on our crowdSPRING Twitter account (and on my Twitter account). We regularly share our favorite posts on entrepreneurship, small business, marketing, logo design, web design, startups, leadership, social media, marketing, economics and other interesting stuff! Enjoy!

smallbusinessblog

startupsblog

socialmediablog

designblog

otherblog

Viewing all 521 articles
Browse latest View live