Typography and Your Brand: How the Way Your Message Looks Affects the Way It Feels

As a marketer, a huge amount of your time is spent crafting the perfect message to really grab hold of the attention of your target audience in a way that they will be unable to break away from. The words that you're using are so important that many people fail to pay enough attention to another element that is just as necessary: typography. Simply put, the way that your message looks can ultimately affect everything from the way the reader digests it to how it is interpreted in a number of different ways.

What Your Typography Says About You

The term typography does not refer to any one particular type of font, but rather an entire family of fonts. Serif and Sans Serif are two different fonts, for example, but they both belong to the same family. Serif and Times New Roman, on the other hand, are two completely different font families.

Simple typography selection can actually be a great way to make a particular impression on your reader even before they've had a chance to digest what your marketing materials are saying. Serif fonts tend to invoke a feeling of professionalism or traditionalism, for example, while fonts designed to mimic handwriting tend to come off as much more casual and approachable. Script fonts tend to be perceived as more formal. As a result, when crafting your buyer personas you should be thinking about not only what they want you to say, but how they want you to say it. An older target audience would likely respond more to Serif typography, whereas a younger audience may prefer the additional friendliness that handwriting-style typography conveys.

Brand Consistency

One of the major benefits of making strong typography choices in your marketing materials feeds back into the larger idea of brand consistency. Take the typography of your corporate logo as just one example. By making a strong typeface decision early in the designing process and using the same overarching idea across all mediums, you can make all of your communications feel like they're coming from the same place. If your print flier uses the same basic typography selection as your website, for example, they suddenly feel like they're coming from one place even though they're being digested via two incredibly different forms of communication.

Controlling Pace with Typography

Typography can also be a great, subtle way to dictate the speed at which certain marketing materials can be read. Say you have a 500-word print flier that you can't edit to be shorter, but also are afraid may be overwhelming to the reader. By using a different typography selection to highlight certain key points, you're immediately commanding the reader to stop and pay attention to those lines. All of the information is still there, but if their eye is naturally drawn to the contrasting typography (as it likely will be), they can skim the entire flier if they want and still walk away with the message you wanted them to receive.

These are just a few of the ways that typography ultimately feeds into how successfully your message is received by your target audience. By taking a deeper level of control over typography, in addition to crafting the specific message you're trying to convey based on word-choice, your brand stands a much better chance of making the type of positive and meaningful impact on your target audience that you were after in the first place.

Endurance Can Make All the Difference

Entrepreneur and author Matthew Paulson has characterized entrepreneurship as an endurance sport. It is true that sometimes if you see you are on the wrong track, the best course of action is to abandon the original plan and start in a new direction. However more times than not, just sticking with it can often make all the difference between success and failure, winning and losing. Famed cinematic genius Walt Disney is quoted as saying, "The difference between winning and losing is most often ...not quitting." In another famous quote referring to the opinions of pessimistic critics and detractors he said, "It's kind of fun to do the impossible."

He should know. Walt Disney achieved some of the most spectacular success anyone has ever reached in cinema, winning 22 Academy Awards and more awards and nominations than anyone else in history. He did so by overcoming rejection of his ideas and doing "the impossible."

Disney's most profound idea, the notion of feature-length animated films when nothing but shorts had ever been done before, was widely criticized as foolish and destined for failure. He persisted, though, and we all know how that turned out. Disney's endurance in the face of blanket rejection made the difference. By comparison, what a sterile and vacuous world we would have had if he would've listened to his detractors and bailed out on his plans.

Long before he was laughed at by Hollywood studios, he learned the value of endurance from other so-called failures that might have derailed an otherwise imaginative career. Early on he was fired from a newspaper for not having any original ideas and for lacking imagination, of all things. His first feature-length animation was Snow White and the Seven Dwarfs, and it became the most successful film of 1938, earning the equivalent of 134 million in today's dollars. That's not too shabby for someone who lacks imagination. The world is far better off because he had the endurance to see the project through.

Distinguished writer Malcolm Gladwell outlined a theory that it takes 10,000 hours of work on a business to really know what you are doing, to make it a success. That is five years of full-time work--in other words, endurance.

David Weber and Kenny Lao hatched an idea for a food bar built around dumplings as a primary menu item. Their idea actually placed second in a New York University Stern School of Business competition, after which they launched the brick-and-mortar Rickshaw Dumpling. Becoming a bit too ambitious, they launched a second store and stretched their resources far too thin. Nearing bankruptcy, they abandoned the second site and started a mobile food truck, instead. This proved quite successful and saved their business, becoming a well-known icon in New York City. Their endurance--as well as their ingenuity--provided them the vehicle they needed to succeed.

In business and in life, we can allow rejections and other circumstances to rule us, or we can take charge and continue unhindered by those circumstances. An anonymous line states that calm seas do not a skilled sailor make. The rougher the sea, the more practice you get at handling problems. Walt Disney, David Weber, and Kenny Lao stuck it out. The example provided by people like this is an inspiration for us all.

It is said of mountain climbers that they do what they do simply because the mountain is there. But, without endurance there would be no successful climb. In business, the best formula for success involves the endurance of a mountain climber--just because your goals and objectives "are there." Endurance can and frequently does make all the difference.

Employee Engagement: The Most Important Aspect of Your Business You're Not Paying Enough Attention To

As a marketing professional, one of the core qualities that drives success in nearly everything that you do ultimately comes down to creativity. The employees that you've hired have to be free to let their creative juices run wild, turning in the types of materials that establish a direct link with your target audience in bold and innovative ways on a daily basis. Making sure that they have the tools necessary to unlock that underlying creativity is no doubt something that you think about daily. A related point that is just as pressing (if not more so), however, is just how engaged those employees are in the first place.

You could hire the most objectively creative or hard-working employee that you could find and it ultimately won't make much of a difference if they are actively disengaged from the environment they're working for in the first place. Employee engagement, in general, isn't just one of the most important things to concern yourself with, but it's arguably the MOST important thing for a number of fascinating reasons.

The Employee Engagement Problem

Many recent studies have been done that were designed to provide valuable insight into not only how important employee engagement is, but what happens if you're a business owner with an uninterested workforce. According to a study that was completed by Dale Carnegie Training, only 29% of workers in the United States are actively engaged with their jobs. Roughly 45% are not engaged in any way and, to make matters worse, a full 26% are actively disengaged.

When you're dealing with a disengaged workforce, you're dealing with people who aren't giving 100% of their time, energy, and creative effort to the task at hand. You're dealing with people who aren't doing their best because, to be quite frank, what's the point? You're also creating a situation where you can't hope to accomplish your own goals and the goals of your business because the people you depend on don't see the same value in moving your business forward. Rest assured, this is a problem that you need to address at all costs.

How to Fix Employee Engagement

According to another study that was conducted by Towers Watson, 79% of highly engaged employees also reported that they had both trust and confidence in the people who were leading them. A survey given out by the Psychologically Healthy Workplace Program (PHWP) indicated that employees who felt that their contributions were truly valued by their employers were 60% more likely to report that they were doing their very best inside and out of the office on a daily basis.

If you're a business owner with an employee engagement problem, it stands to reason that the first step to take involves looking inward for the solution. Employee engagement is almost intimately tied to morale, so what is the true nature of the issue you're dealing with, here? Is it that your employees feel like you don't know what you're doing? Do they feel like you have unreasonable expectations? Do they feel unappreciated?

These are the important questions that you'll need to answer in order to drive employee engagement as high as it will go. Employee engagement is absolutely the key to unlocking the true productive workforce that you need and to create an environment where "creativity" is the name of the game, thus allowing you to create the best possible marketing materials and establish the best possible connection with your target audience moving forward.

The Power of You: Keeping Things Personal in Business

In the world of business, one of the most powerful assets that you have is the deep, emotional, and very real connection that you're capable of making with the people around you. It doesn't matter if you're talking to a prospect or a client or a superior or someone in between, and it certainly makes no difference what industry you're operating in - this connection is everything. The key word here, however, is "real." If you talk to someone and see them as little more than a line item on a balance sheet, they're going to be able to tell and your relationship with that person is going to suffer. This is where the power of "you" comes in handy.

Putting the "Relations" Back in "Relationship"

To boil this concept down to its essentials, think for a moment about how irritating it is to write an impassioned letter to a business expressing some important concern or criticism that you have only to receive a standard form letter in return. You poured your heart and soul into this issue, making sure to detail every last grievance you had and that every word got the importance of your message across loud and clear. In exchange, you got a letter that has been sent out 1,000 times before that was probably sitting on a server somewhere, just waiting for an intern to swap out [INSERT NAME HERE] with your actual name.

It doesn't make you feel good and it certainly doesn't make you feel appreciated. It might even make you think twice about doing business with that particular company again. Though this is a simplification of the issue you face when you keep everyone at arm's length, it is actually quite an apt example and is something that you absolutely need to keep in mind moving forward.

"You" and the Customer

There are a number of different things that you can do to help deepen this emotional connection, even if you aren't actually speaking directly to someone. It's all about the language that you use and how you're using it. Consider a promotional poster outlining all of the great features that a particular product brings with it into the marketplace. You could have the best product in the world, but if you're just listing features in a series of bullet points it will still come across as a bit cold and distant. That emotional connection just won't be there.

Now, consider what happens when you re-frame the exact same message to directly address the reader. "X feature helps YOU solve Y problem in your life." Suddenly, you're sending forward the exact same message, but in a way that doesn't seem like he's being recited by a faceless corporation. It sounds like it's coming from a friend. Ultimately, if you want to instill loyalty in your customers, that's exactly what they need to think of you as - a trusted friend that they know they can depend on and turn to in their time of need.

We believe that this is one of the many ways that "you" will come in handy. Remember that everyone you deal with, from the customers who buy your products or services, to the vendors and suppliers that you depend on, to your own employees and more, you're dealing with unique individuals who always deserve to be treated as such. It doesn't require a lot of work to keep things personal in the world of business, and the benefits will pay dividends for a lifetime.

Email Marketing: Is it Right for Your Small Business?

Any kind of marketing in an economy that is still sluggishly recovering is not easy. But if you think marketing a profitable business is tough, imagine how hard it is for a non-profit that is completely dependent on donations. Dreams4Kids is one such non-profit that succeeds primarily with email marketing. Their motto is "replacing charity with opportunity," and they do just that by stimulating participation and community involvement.

The most famous quote by cultural anthropologist Margaret Mead is, "Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has." Dreams4Kids is this kind of forward-thinking small group, and its success is directly linked to its marketing campaigns. While Margaret Mead's quote bears remembering, it is also true that the engine that drives such successful enterprises is marketing, and with non-profits, donors are the spark that runs the engine.

Marketing through email has been around for quite a while now. It is basically the online version of a direct mail letter--the electronic counterpart to postal letters, fliers, and brochures that have been used and are still being used so successfully. Combining your print marketing with your email marketing just makes sense.

Some of the advantages email marketing has are obvious. Emails are fast and cheap. They can deliver your message almost immediately at almost no cost, and have literally no negative environmental impact. That is quite a bargain. But there are some less obvious benefits, too. With email, you can track whether your mail is getting opened or not. That is valuable information for any marketing campaign. After all, the trick is still getting your message opened and read. If you can determine which messages are getting opened, you have a head start in adjusting the campaign.

What actually works?

How does a non-profit like Dreams4Kids successfully market using email? They follow some easy guidelines that any small business can employ.

1. Decide what kind of campaign you want. Emails can be regularly scheduled newsletters or more sporadic announcements linked to specific events. Both are beneficial and should be considered. But, if you try the latter, be sure your timing is appropriate. The reader must have time to react, but not too much time.

2. Know your target audience. This is an important step in getting those emails opened and read. Whatever is in your email, it has to be relevant to the clients' interests or you are wasting your time.

3. Provide value. Once it is open, your email must provide something valuable to the reader, whether it is a discount coupon, an announcement of a product launch, or some other information that the client has an established interest in. This is where the mantra comes from: Content is king. The content must have value. Determine what your customers' questions are and then answer them before they are asked. That provides value.

4. Be brief and to the point. Rambling messages rarely get read completely today. One such email could doom all your subsequent emails to the delete button without being opened.

5. Use images to attract the reader's eye and maintain interest. A picture really is worth 1,000 words.

6. Use a mobile-friendly email template. If you still think today's technology is mostly limited to desktop computers, think again. Technology statistics website Statista.com says that Apple Computer's iPad sales top $1.6 billion quarterly. Worldwide tablet sales by all manufacturers are now over 50 million units quarterly. The days of the desktop's supremacy are now well behind us. Your emails have to be easily read on tablets and smartphones or your campaign is doomed from the start.

Using email in conjunction with your print marketing really can work for you so that your business becomes part of your customers' conversations. If Dreams4Kids can effectively use email to attract donors, you can use it to attract and keep customers for your business.

Brand Awareness: Becoming Another Kleenex

In today's world of marketing, if you are not marketing online, you are missing a very big boat. Marketing is now a science with logistics and parameters that were largely unheard of just a few years ago. However, that is not the case with the notion of brand awareness. The auto industry was probably the biggest contributor to the idea that brand loyalty could be utilized to sell more products. That industry is over 120 years old, and brand awareness became a fashionable tool in marketing automobiles by the early 1900s.

Brand awareness, of course, is the extent to which a name, label, logo, catch phrase, jingle, or another identifier that is associated with a brand, a specific product, or a company is easily recognized by customers. Brand awareness may be old news, but the Internet has taken the concept to new heights, becoming far more measurable and quantifiable as part of an overall marketing strategy.

There are many examples of successful brand awareness implementation. It has always been primarily produced by effective advertising. The most dramatically successful advertising campaign is the one where your product becomes synonymous with the product category. For many years now, a facial tissue has been called a Kleenex regardless of what actual brand was used. This is the same result we see when some people refer to any sport-utility vehicle as a Jeep and any cola drink as a Coke.

The objective in advertising or any brand awareness marketing endeavor is not simply to get your product name or image in front of the consumer. It is to get the image into the mind of that consumer, so when the buying customer wants a product, he or she wants your product before that of any competitors. Repetitious advertising creates a memory trace that remains and is reinforced with every additional occurrence. Think of mayonnaise, hot dogs, ketchup, beer, and coffee. The odds are pretty good that in each case you thought of a specific brand. It is no coincidence that the biggest selling brands are also among those most heavily advertised in various media.

While a successful advertising campaign can create solid brand awareness, a limiting or cessation of advertising can erase the gains in a remarkably short time. Forty years ago, a steel wool soap pad was known as a Brillo Pad. Today, SOS brand is the big seller. Brillo sometimes doesn't even get any shelf space, and we must ask when was the last time you saw an ad for Brillo scouring pads? The manufacturer failed to maintain the brand awareness level they had established. A massive advertising campaign by the manufacturers of SOS soap pads was the driving force that changed the landscape.

Advertising remains key to this process, and today the most critical medium for reaching the customer is the Internet. No other medium offers such widespread advantages in both reach and monitoring capacity. With the Internet, you can track how many times your ad has been viewed and how many times it has been clicked on.

Furthermore, social media and blogging have opened up new avenues for tracking your brand's impact. Programs exist that can tell you how many times your brand has been searched for by a search engine. Others can reveal how many times it has been mentioned in a blog anywhere on the World Wide Web. These "mentions" can be even more critical to brand awareness than page views or clicks because each one may represent an impartial testimony to your product. Even negative discussion tends to reinforce brand awareness. The old saying applies: There is no such thing as bad publicity.

Establish it, reinforce it, and nurture it. Brand awareness can make the difference for you in becoming another brand like Kleenex.

Sensitivity to People's Needs

Doing business involves a product or service and a buyer and seller. In large part, it also involves the formation of relationships. The fact that some of them are quite temporary does not diminish the importance of these buyer-seller relationships. The objective, of course, is to limit the number of temporary relationships and increase those that are ongoing. Repeat customers are intrinsically valuable for the success of a business.

Naturally, these relationships should be as positive as possible. To do this effectively, you need to be sensitive to the needs and desires of the individual. Never forget that your customers are, first and foremost, individuals with personal needs.

In years past, some companies dealt only sporadically, if at all, with this issue, trusting fully in their products to supply what the customer needed. But, the relative success and failure of many such businesses have proven this outmoded attitude to be counter-productive.

Indeed, an entire industry has grown up around the concept of customer relationship management (CRM). Today, software is available from many sources. This software can make it far easier to manage all customer contacts, enhancing the relationship to the utmost, producing greater sales through better communication. However, it still comes down to the one-on-one relationship and your awareness in general, as well as specific customer needs.

Customer Satisfaction

As has always been the case, a successful appreciation for the needs of your customers is driven by sensitivity--treating people as people rather than simply as customers. Since a business' customer contacts are most frequently engaged in by employees rather than management, a company's employees and their training are of paramount importance in achieving better customer interaction.

A company is in a far better position for growth when its employees are made aware that their overall performance will be judged by their customer interaction--the levels of satisfaction those clients have achieved. After all, customer satisfaction is the most effective means of achieving customer retention, a far more efficient way to increase sales than continually reaching out only for new customers.

One key element in developing satisfied customers is to ensure that they deal with satisfied employees who present a positive picture of the company. A satisfied employee is a valuable tool. This is especially true when your employees are dealing with customer complaints. When a customer is most upset about something is when your employee's "soft skills" are the most critical. Soft skills involve the ability to address customer complaints with politeness and de-escalation of the client's emotional responses.

This brings to mind the movie, The Negotiator, where Samuel L. Jackson's character tells another negotiator, "Never say 'no' to a hostage taker." He then tricks the other guy into saying no several times, each time castigating him for his ineptitude. As humorous as this scene is, it also highlights the importance of a skillful use of words and an awareness for the needs of your counterpart in conversation. While your employee is not going to cause someone's death, she just might cause a lost sale. Making certain that every client conversation concludes with a positive perception can result not only in short term sales but also in a greater number of positive stories being shared among new potential customers.

With businesses becoming ever more international in scope, many organizations are increasingly investing in staff training to enhance cultural sensitivity. Cultural, political, religious, and linguistic differences do exist as potential barriers, and learning to navigate this new international landscape is an important ingredient for future growth.

Never underestimate the power of positive relationships. Sensitivity to customer needs is key to a better public perception of your business.