However, typography design means more than just picking out a font. It also means choosing a font that’s easy to read, in a color that complements your logo and overall design, that gives off the right vibe. After all, there is a big difference between Comic Sans and Times New Roman. With all of the choices today, if your web typography isn’t right, it will leave your target audience with the wrong impression.

So, how did web typography become so important?

To understand that, you have to understand the history of typography design.

Typography is the study of type. But we’re not just talking about letters. The history of typography starts with the chisels and cave drawings of ancient man.

Typography design was pretty primitive for more than a thousand years. Then, it got a big boost with the invention of the printing press.

In the mid 1400′s a man named Johannes Gutenberg created a printing press that could create letters that looked like they had been written by scribes. The goal was to produce a bunch of Bibles all at once – so Gutenberg needed more than just his own handwriting to do it. Thanks to his machine, he created 200 Bibles. He also created the “Gothic” fonts that you see today.

The only problem with the “Gothic” fonts? They’re not very easy to read.

So, by 1470, the French came up with a more basic font that soon became the preferred choice for printing presses all over Europe. Their inspiration for the font was the writing they saw on the buildings in Ancient Rome, so, naturally, the font was called “Roman”. If you use Times New Roman today, you’re using a variation of this font!

By the end of the 1400′s – when the Renaissance was in full swing – people wanted letters that looked fancier. Their idea? To slant the letters. The result? Italics.

As the 1500′s went on, Italic typography design lost a bit of its popularity, and people started using it only in certain situations – like to abbreviate things or to show emphasis. We use some of those same guidelines today!

For the next 400 years, printers spent their days tweaking the Gothic, Roman, and Italic fonts.

However, by the 1800′s, typography design became a full-fledged industry. As printing presses became more advanced, their users could do more with them – and they certainly did!

By the end of the 1800′s, the trend in typography design was letters that were curved and “artsy”, thanks to Impressionism – a style of French art that was wildly popular all over the world.

During the early 1900′s – the age of Industrialization – typography became very basic. The reason? A new invention called the newspaper was very popular. People wanted an easy way to read their newspapers, and the flowery type of the 1800′s wasn’t cutting it.

By the mid 1900′s, typography design trends started mimicking current events and popular music. For example, the fonts created during the war-torn 1960′s were different than the ones created in the “totally tubular” 1980′s.

Today – thanks to the internet – new advances in typography design spread quickly throughout the world. We may still call them “Roman” or “Italic”, but today’s fonts are not country-specific. The fonts you see in America are the same as the fonts you see in Europe or the Middle East… It just goes to show you that it really is a “world wide web” after all!

With so much information flowing around, the competition to get traffic is fierce. No matter what niche you’re in, you are competing with millions of other websites. Publishing just any ol’ thing just isn’t going to cut it!

Think about the websites you visit on a daily basis… What makes you trust them?

Chances are, their website design has a lot to do with it!

Website design isn’t just the positioning of colors and letters on each page. It’s also picking colors that complement your logo and appeal to your target audience – while also having a layout that’s easy to navigate and features that don’t take too long to load. Coming up with a web design that turns your site into one that lasts the test of time is something that’s best left to a professional – unless you have oodles of graphic design, computer, and marketing experience (and, of course, the time to devote to it!).

Why can’t you just rely on free templates? After all, those were created by professionals!

Sure, free web design templates may be convenient. There’s nothing easier than “free”, right? However, if you take a look around the world wide web, you’ll see that it is a sea of free templates. If you really want to become a trusted authority, you will need a much better web design.

Think about it… do the websites you visit every day use free templates? No. Instead, they have specific features that make them unique, easier to use, and – overall – more professional and more polished.

So how do you create a website design that lasts?

Quality web design starts with the right code, and unless you’re a technological whiz, you can’t come up with it on your own. Code probably doesn’t make a whole lot of sense to you, but it’s the basis of your entire web design.

You can compare code to the cement foundation of your home. You can’t paint or hang pictures on the walls without a solid foundation – and you can’t use quality graphic design elements without the right code.

Once you’ve got the basic structure down, there are a few things to remember when you’re coming up with the rest of your web design:

• Don’t use font that’s too small or too big

If the writing on your website is too small, people won’t be able to figure out what you’re saying – and they won’t spend a whole lot of time trying to figure it out.

But if your writing is too big, that’s a problem, too. The last thing you want is for people to have to spend a bunch of time scrolling to finish words and sentences. The more time they spend scrolling, the less time they’re spending on digesting your message.

• Don’t start your video or music automatically

It seems so state-of-the-art – having a video that starts playing as soon as visitors arrive, or having music to complement your visitors’ viewing experience. However, autoplay is considered downright annoying for lots of people.

The last thing you want to do is startle people with as soon as they arrive at your website. By having sights and sounds that come out of nowhere, you’re doing just that!

Bottom line – you can never go wrong with putting yourself in the mind of your target audience. By trying to think about what they will and won’t like, you can come up with a website design that establishes you as a trusted expert!

Don’t be confused, though. Copy writing is sales copy; it is not content writing. With sales copy, you are trying to pitch a company, a product, or a service. With content writing, you are offering information and quick answers in an effort to show off your expertise – like in an article or a blog post. In fact, the best content writing doesn’t include any sort of sales pitch!

So, if you’re squarely-focused on copy writing, here are 5 things you can do to get copy that generates results:

1. Focus on benefits, benefits, benefits

   You know how realtors talk about “location, location, location”? This is the copy writing version! When people read your sales copy, they want to know what your company, your products, and your services can do for them. For example, do your products come with a money-back guarantee? Do you offer “extras” like free delivery? Do you have more experience than your competitors? These are all things that you need to include in your copy writing, because they let potential customers know exactly what they can expect – and how it’s going to help them.

2. Inject fear when you can

   It may sound a little strange, but it’s actually a proven copy writing strategy. Sometimes, listing all of the benefits isn’t enough; sometimes, you have to let people know what they’re missing out on by NOT doing business with you.

   For example, if your company sells cat carriers, your sales copy should explain the dangers of letting your cat ride unrestrained in the car – like the fact that she might run around and get in your way while you’re driving, or that she’s much more likely to get injured in a crash if she’s not in a carrier. After all, isn’t that a lot more convincing than just saying that your carriers are safe and sturdy?

3. Optimize it for the search engines

   Quality-wise, you can have the sales copy version of War and Peace, but if the search engines can’t find it, most people will never see it. There are about 34,000 Google searches done every single second… you simply can’t ignore numbers like that!

   So, how do you take advantage of them?

   Make sure that your copy writing includes carefully-researched keywords – and make sure that those keywords are integrated naturally throughout your content. That way, the search engines will be able to figure out exactly where to put you – and you’ll wind up with much more traffic to your website.

4. Avoid the hype

   Using bright red, capital letters and 10 exclamation points isn’t going to make your target audience reach for their wallets. Instead, it will give them a “used car salesman” vibe – and that’s not a good thing.

   Never underestimate your readers; they are smart enough to see through hype. Instead, make sure that your copy writing includes realistic promises that your company can actually keep. The key is to mix substance with style.

5. Don’t be afraid to hire a professional

   Some people just can’t write. It’s no knock on them; it’s simply a fact of life. Or, some people don’t have the time to sit down at a blank Word document and wait for the creative juices to start flowing. Others simply don’t like to write.

   However, copy writing is something that needs to be great to be successful. If you don’t have the time or the inclination to sit down and do it, leave it to a professional who does.

What makes for a good logo design?

The best logos are simple, yet distinct. When people look at them, there should be no question as to which company they represent – without looking busy or tacky.

Chances are you need a logo design firm to give you exactly what you need. Your regular branding firm might be able to create a logo for you – but only if they have the right experience. In order to come up with the right logo design, you need someone that has both design and marketing expertise. It’s not good enough to just be a good artist or to just know a lot about marketing. The best logo designs come from joining the two together.

So, how do you do it?

• Talk to your logo design firm

  Even if you can’t draw a straight line without a ruler, your input is important. Sure, they might be the experts on logo design, but you’re the expert on your business! You can certainly provide insight into your target audience, your products, and your company goals that will help create a better logo.

• Look at your competitors’ logo designs

  While yours will have to be distinctly different to set you apart, it’s a good idea to see what your competitors are doing. Do you like their logos? Do they work? What would you change about them?

• Gear your logo to your target audience

  You will have to “step outside yourself” to do this one! Let’s say your company targets teenage girls. You can’t look at a potential logo from the perspective of a 30 or 40-something entrepreneur. Instead, you have to look at it from the perspective of a teenage girl. Bubbly pink letters may not be YOUR thing, but they can look amazing to a teenage girl!

• Make it timeless

  The best logo designs are built to last for years and years. Think about it… companies like IBM and Coca-Cola have had the same logos for decades – and they’re working just fine!

  When it comes time to design a logo, you can’t just think about today’s trends. You have to come up with something that’s “evergreen” – which is a fancy way of saying that it will always be in style.

• Make sure your logo can be used anywhere

  You can’t say that a logo is good without also saying that it’s versatile. You logo design needs to look good in all sizes – whether you’re putting it up on a giant billboard or on a tiny business card.

• Don’t count on getting everything done in one day

  There is no rushing the creative process. Sure, your logo design firm shouldn’t be sitting around for weeks or months at a time, but you also can’t expect to have a finished product in a few hours.

  You should start working on your logo design long before “crunch time”; otherwise, you’ll probably wind up with a logo that you’re not crazy about. If that happens, even the best branding firm can’t help you out!

Now, it’s time to add one more tool into your corporate branding arsenal – your stationery.

As popular as email and text messages are, there are still plenty of times when you need to write a letter and send it through good ol’ fashioned snail mail. And when you do, you still need to be thinking about your brand.

For many of your potential clients, your stationery will be the first thing of yours that they see. It’s crucial that you make a good first impression with the right visual appeal.

In order to tie your stationery into your corporate branding, here’s what you do:

1. Incorporate your logo design

   Your logo should be prominently displayed on the top of your stationery, and it should be a big part of your envelopes, too. After all, by including your envelopes into your branding and identity, you can convey the right message even before your recipient looks at your letter!

   When you talk to your logo design firm, make sure to mention that you need a logo that will look great on signs, on stationery, and on business cards. That way, you’ll have something that works whether it’s big or small!

2. Come up with a tagline

   The bottom of each page – underneath the footer – is prime real estate. After all, it’s the last thing people will read; you want to leave them with a lasting image of what you’re all about. By coming up with a short tagline or motto, you can tell people exactly what you want them to think about you. For example, if you run a photography company, having a tagline like, “Turning today’s moments into tomorrow’s memories,” shows people what your ultimate goal is.

3. Use the same colors you’ve been using

   Good stationery will look the same as your logo design, your business cards, and your website design – meaning that you use the same colors throughout all of them. That way, you are silently teaching people to associate those colors with your company.

4. Include your social media information

   List your Facebook URL, your website address, and your Twitter username. That way, you’re showing people that you’re everywhere, that you’re on the cutting edge, and that you’re easily accessible in a variety of platforms.

Developing your corporate branding and identity doesn’t have to be difficult. With the right strategy, the right tools, and the right branding firm, you can build a successful brand that draws in new customers and keeps old ones coming back!

How to build a brand – Part 1

How to build a brand – Part 2

How to build a brand – Part 3

That’s why using your business cards to build a brand is so important!

Most of the time, your business cards provide a first impression. You hand them out to people you’ve just met – whether you’re at a Chamber of Commerce luncheon or at a friend’s cocktail party. When you hand over a business card, you’re hoping that the person uses it to remember you later.

But just remembering you isn’t good enough. You also want to make sure that your business cards convey the right message.

So how do you tie your business cards to your corporate branding?

• Don’t print them out at home

  It may save you some money, but it will also give you business cards that look cheap. Looking like an amateur is no way to develop a successful corporate identity.

• Do include your logo

  Remember, logo design is very important when it comes to building a brand. You need to make sure that your logo is present on everything you have – including your business cards.

• Do color-coordinate

  All of that time you spent picking out colors for your website design will come in handy when it comes time to create your business cards. Make sure that both of them use the same colors; it reinforces the continuity you’re trying to create.

• Don’t be afraid to use non-traditional paper

  Stark white business cards all blend together. If you really want to stick out, get professional business card paper that makes a statement. For example, if you own a construction company, print your business cards on silver metallic paper. That way, people will look at the card and automatically think of shiny silver tools.

• Do spend time picking out the right font

  Your logo design may have its own font. You don’t necessarily have to use the same font for the contact information on your business cards, but both fonts do need to complement each other. Make sure your contact information is easy to read, so that people will not have any trouble getting in touch with you for new business deals.

• Do include an email address with your dot com name

  If you use a Gmail or a Yahoo address, you’re shifting the focus away from your own brand – and reminding people of other companies. Plus, having a free email address makes you look cheap.

Business cards aren’t the only pieces of paper that are vital to corporate branding. Next, we’ll talk about how to use your stationery to build a brand.

How to build a brand – Part 1

How to build a brand – Part 2

How to build a brand – Part 4

If you want to be like virtually every other successful business out there, you need a website. But, you can’t just throw up any ol’ website. Instead, you will need to focus on a website design that matches the brand you are trying to build.

Remember, branding and identity are one in the same when it comes to business. Everything you do needs to revolve around your brand – and that includes your website design. After all, for many potential customers, your website will be the first contact they have with your business. You want it to make the right first impression!

So, how do you focus on the right website design for your brand?

1. Pick the right colors

   Colors evoke emotions, and emotions are very important in corporate branding. After all, what do you think when you see a pair of golden arches? Chances are you start to think about how good a hamburger would taste!

   However, you need to make sure you’re targeting the right emotions. What do you want people to think when they look at your website?

   Take a look at what some of the most common colors symbolize:

   • Red: excitement and power
   • Green: nature and money
   • Blue: relaxation
   • Yellow: attention-grabbing
   • White: innocence

   In order to make your website design fit in with the rest of your brand, you need to make sure that it matches your logo design. A yellow website and a blue logo, for example, aren’t going to mesh well because they symbolize very different things. People will be confused about what you’re trying to convey.

2. Inject some character

   The more personality your website design has, the more people will remember it – and that’s the sign of a good brand!

   If you can incorporate a mascot or a little cartoon, that can help provide some character. For example, when you log onto the Disney World website, you see a picture of Mickey Mouse. If you were to see Mickey Mouse anywhere else, you would immediately think of Disney World.

3. Make it consistent

   The website design you pick needs to work for all of the pages on your site. If the design changes from page to page, people will get confused. You don’t want there to be any question about the image and message you’re trying to get across.

So, do you need a web design company?

Chances are you do. Professionals have expertise and training that you don’t. A web design company can give you valuable tips and advice that you never would have thought of yourself!

But corporate branding doesn’t just matter out on the world wide web. You need to be aware of your brand anywhere you go. Next, we’ll talk about how you can use your business cards to build a brand.

How to build a brand – Part 1

How to build a brand – Part 3

How to build a brand – Part 4

But what exactly is corporate branding?
It is your business’ reputation, or what people think of when they think of you. Your branding and identity go hand-in-hand. Having a successful brand means that your customers trust you – and that they will trust any new products and services that are associated with you.

If you build a brand properly, people will also think of you first whenever they think of your industry or niche. For example, when you think of soda, you probably immediately think of Coca-Cola. That’s successful corporate branding in action!

But you do not have to be a giant company to build a brand. In fact, corporate branding is something that every business can benefit from – big or small.

So, how do you do it?
To establish a successful brand, you need a step-by-step strategy. Before you can do anything else, you will need to:

1. Define what you want your brand to be

   What do you want your company to be known for? What kind of “personality” do you want to project? Depending on the products or services you provide, you don’t necessarily have to be formal. You may decide that you want to be known as a witty company or one that thinks outside of the box.

2. Understand your target audience

   Who exactly are you marketing to? How old are they? What kind of background do they have?

   Once you figure that out, you need to put yourself in the mind of your target audience. What would you be looking for? What would appeal to you?

   Until you can relate to your target audience, you cannot build a successful brand.

3. Design a logo

   A professional logo design firm can help you figure out which colors and shapes will best convey the message you are trying to project. For example, if you have decided to build a creative brand, your logo design company may use bright colors and modern-looking fonts to create your logo. After all, that looks a lot more creative than a basic black logo with Times New Roman font!

A professional branding firm can help you come up with these answers. However, once you make it through these 3 steps, the work isn’t over! Next, we’ll discuss how important website design is to corporate branding. After all, if you want to be on the cutting edge, you’ll need a website that’s a big part of your overall marketing scheme!

How to build a brand – Part 2

How to build a brand – Part 3

How to build a brand – Part 4

Shannon and Team ShowStoppers prepared for months for ShowStoppers’s HSN debut at their office in Manhattan Beach, California.  They wanted to ensure America saw how versatile and effective ShowStoppers truly are and how they can help each and every person ‘keep their fashion fastened’!  Shannon spent the week prior to her on-air debut in Tampa, Florida meeting with HSN representatives, participating in Host Training, and doing all necessary preparation for the ShowStopper segment.

ShowStoppers SOLD OUT on their first appearance on HSN!  Selling over 2,000 units, Shannon Mattingly and the ShowStopper Team are ecstatic to share their fashion fix-all product with the country.  What a job well done!  We are so proud of Team ShowStoppers and we send our greatest congratulations to them!

Offline Imaginations

How often does it happen that suddenly your connection snaps and you are left staring at your desktop? Clueless, abandoned and desperate I thought hard for a way out. To my great surprise I discovered quite a few things I could do when offline, such as:

Clean Up The Mess

After a quick scan of my screen, I noticed that a lot of icons were unused for a very long time.

A subsequent hunt into the depths of my computer memory, I managed to excavate a lot of unused files and software waiting to be led to their graves. As I pressed delete each and every time I could feel my computer’s excited pulse as it regained precious speed.

I had managed to detoxify my computer!

Not So Near Future

I also came across a lot of data and emails I had stored, in hopes of returning to it in the near future. All those notes, all those “awaiting responses”, finally clamored their way into my notice.

I sat down and began to prepare replies to emails, evaluating data earmarked earlier and jotting down my reviews. Lost ideas, thoughts and proposals bounced back into my mind.

I had done much more work offline that day than I ever did online in 3 hours!

Deep Breath

Finally after sorting out my backlog I breathed a sigh of relief. With the past sorted out, I focused on the future. Notes on upcoming projects, thoroughly detailed reports and POA’s were prepared, suggestions offered, and changes recommended.

I got my finances in order too. Still having time on my hands I explored software and discovered some attributes that I could use in my future projects. I prepared automations for most of my work.

I had managed to evolve my personality a tiny bit. I had become more time efficient in that hour!

Shut Down

Lastly, a quick glance at the watch confirmed my hunch that I had effectively utilized my time offline and still managed to get loads of work done.

This time when I looked at my screen, I wasn’t desperate or clueless. I knew just what I wanted to do, “shut down”. I changed my password after ages and dusted my computer table (again after ages).