We have all heard the buzzword “Branding” spoken so much these days but do you really know what it means for your rural or urban business?

Branding is about creating an image. This is done through creation of a logo and/or slogan (sometimes known as a tagline) that captures the essence of a product or service.

You need to put the right message out to the right market. Businesses today have to stand out by developing a unique identity to distinguish the business from their competition. Unfortunately or fortunately, people judge a book by its cover. It only takes three seconds to make a first impression.

When you develop a brand you are developing an identity. There’s more to it than that though, you are also building trust, relationships, business personality, and a mark of quality. Good branding means it’s the first thing people think about when a product or service is mentioned.

For example when you think of Coca Cola you can actually conjure up the taste, smell and colour in your mind even without actually tasting it. This is an example of consistent brand exposure. There are hundreds and thousands of consistent brands. Successfully branding your business portrays you as a specialist in your field.

Should my branded product or service be included on all my promotional material?

Absolutely. Your new branded logo should be put on your business cards, brochures, rack cards, flyers, letterhead, envelopes, articles, posters, advertising, signage (including vehicle signage) and your website (if you need one). This will create instant recognition.

Consistency…consistency…consistency…will eventually bring that instant recognition!

Have a graphic design question? Email them to linda@sparklinggraphics.com

I wanted to discuss the joys and challenges of photo restoration as we enter into the rainy season, spending more time indoors with our loved ones. In the dictionary the word ‘restore’ means to bring back, establish again, bring back to a former condition or to a normal condition. Many people will spend hundreds of dollars on restoring vehicles, furniture, flooring, even their clothing but don’t realize they can get old photos restored as well.

Photo editing software is so widely available now with the use of digital cameras that the average person can correct red eye and minor colour and light issues. There are powerful software programs such as Adobe Photoshop which will take photo editing to the next level. This is the program that most professionals use to restore photos, whether they are old vintage photos or recently damaged photos. The degree of success in restoring a photo is determined by how badly damaged the photo is. Colour depth and scratches can be corrected but significant tears, water, fire, or light damage may be more challenging but not impossible. A professional will be able to determine if the photo can indeed be restored to near satisfaction and will work with the original colour, depth and look of the old antique photo.

Why would or should photos be restored? The most common reason is the sentimental, historical value to the owner of the photos, so they can be preserved or archived on CD or in a book or photo album. Anybody who dabbles in their family tree will be interested in preserving old photos to pass down to the next generation. There is nothing more appealing than a century old restored sepia-coloured framed photo of your ancestors hanging on the wall in that special room of your home.

If you have any questions about photo restoration you can email them to linda@sparklinggraphics.com

The first three seconds are critical for anyone in business…that’s when lasting first impressions are made.

Wow, this is kind of scary if you think of it. Good thing I made an attempt to put something appropriate on and looked in the mirror before I walked out the door! This is always a challenge for business owners in our casual, laid back community. I am a sole proprietor but what about on the weekend when I am running errands in my jeans and no makeup? Everyone has a right to their days off when they are not in work mode. That said, I try not to walk out the door looking less than I feel comfortable with. A good friend of mine likes to remind me that I can always update my wardrobe but then again she’s a ‘shop till you drop’ kind of woman! First impressions are not only physical as we know, attitude is just as important, remember that three second rule.

As business people we do have an advantage with our marketing materials. A good check in is to make sure you are proud and comfortable handing out your business card when you first meet a business contact that may become a potential client. Does it reflect you and your business? Other marketing materials such as brochures and rack cards can be designed and printed quite inexpensively and to fit everyone’s budget. I’ve seen some incredible print material and I always compliment the business owner when I can. Remember if you have signage on your car and you accidentally or intentionally commit a driving offense people do take note! Enjoy the summer months, nothing wrong in letting your hair down but remember business as usual the next day.

Have a graphic design question? Email them to linda@sparklinggraphics.com

What are the benefits of using the services of a professional graphic designer?

One of the benefits of using a graphic designer is when you have an idea but just don’t know how to make it come to life and that’s exactly what a graphic design professional will do for you. They will listen to your ideas, since you know your business better than anyone else and this is the place to start. The designer will then work with you to come up with concepts that work within your budget and business plan.

Another huge benefit of using a graphic designer is the fact that they can become a one-stop source of services for your businesses. For instance, you are starting up your own business or updating the look of an existing one and you need a new logo. Once the logo is finalized and completed the designer can use it on all your marketing materials such as letterhead, labels, packaging & signage, business cards, rack cards and brochures, your website as well as develop a series of ad layouts for you.

If you are not sure if your designer can provide all this for you just ask. Most designers can provide these services or work with professionals within their network so you get exactly what you want and need for your business.

When you’ve decided you’d like to use the services of a graphic design professional keep in mind your time restraints as well as theirs. The initial consultation will give you a good indication of the experience and diversity of services the designer has already provided within their portfolio. Most designers will offer packages to fit every business.

Starting or updating a business is exciting and stressful, remember design professionals are in the business of helping you make a smooth transition. We want to make your business sparkle.

Have a graphic design question? Email them to linda@sparklinggraphics.com

Should I advertise? As a graphic design professional I get this question all the time when putting a design package together or consulting with a potential client. The answer is Yes, yes and yes!

I am tired of hearing the negative phrase ‘economic downturn’. Let’s reverse our thinking and look at the value of advertising. More than ever businesses need to consistently expose their branding in the form of advertising in print media such as newspapers, telephone ads and listings, banner ads on the web, and magazine and publications such as this one. The trick is to gear your ad to your target audience. A well thought out professionally designed ad will have a bold headline that draws the reader into the ad and make them want to contact the business to find out more about what they can do for you the reader. A picture says a thousand words so a good quality graphic is important.

Should I go colour? If you can afford to do this, visually it’s very appealing but more importantly be consistent by advertising in black or colour a minimum of three issues in a row, ideally six or longer because it takes that long to form recognition for most readers. I like to keep back issues but that’s not necessarily the norm.

One of my colleagues once told me about this analogy: We put on our brand name makeup, drink our brand name coffee, step into our brand name shoes, go to work in our brand name car and then we go to our office, review our monthly budget and decide to cut our advertising. Think about it. You are looking for a gardener and scan some print material, coming across a well designed ad for a gardener. Confident you’ve seen it before you contact them. Recognition, recognition, recognition. Most businesses can find a way to cut back on a small scale but rethink the importance of keeping your brand name out there.

Have a graphic design question? Email them to linda@sparklinggraphics.com

Does your business need a website? If you are regularly asked if you have one and you don't, then you really should consider getting one! A good website is an asset and should enhance the image of the business. The business owner should be proud to give out the web address. Remember, this is another form of advertising your products or services. Similar to advertising, your website works for you long after you have locked the doors to your place of business at the end of a long day, regardless if you are home-based or not.

If you are considering a website for your business you should take into consideration these basic tips based on your budget; Get at least three quotes from web designers. Make sure you ask if they have graphic design experience and based on your needs, also if they have programming or shopping cart experience. Will they provide or arrange for Search Engine Optimization (SEO) and submissions to the main search engines? Will they provide or arrange for domain name and web hosting for your website? You might want to consider a content writer for a professional look. Most web designers will arrange this for you. Don’t expect spell check to work for you, proofreading goes a long way. And most importantly, once your website is up and running, don’t forget to manage and update your website on a regular basis!

These days most businesses do have a website, whether it’s basically an online brochure, portfolio, informational, or selling product. The best websites are simple, easy to navigate, use brand development and are aesthetically pleasing to the eye. It is also important that the pages load quickly. If it doesn't, you risk losing your audience immediately. Your website may be your most expensive piece of marketing material initially but it could possibly be you’re most effective.

Have a graphic design question? Email them to linda@sparklinggraphics.com

So, you’ve started a new business or maybe you’ve been in operation for some time. How well known your business becomes is directly related to how the business is marketed. Business people with good marketing skills go out on a limb because they have to in order to keep up with and surpass their competition.

Marketing is defined in Wikipedia as “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Marketing 101 always comes down to the Four P’s:
Product – What product or service the business is selling
Price – The amount a customer pays
Place – Location of the business, including online
Promotion – Includes public relations, print materials, sponsorships and networking to name a few.

Marketing is the single most important component for the success of a business. Without delving too deeply into the subject, if you want to do well in business you need to know your customer. “The customer is always right!”

When planning your marketing strategies, the secret is know what your customer values the most. The fact is, that the better you know your customers, the better you can anticipate their needs, the better you can serve their needs, and the better you’ll be able to sell them what they want and make them delighted about it.

As a graphic designer, my job is to help customers look exceptional with their marketing materials. This is not always an easy task but a challenge that all designers look forward to. Many designers, including myself, work directly with marketing professionals and writers who make our jobs easier. Are you proud and comfortable handing out your business card when you first meet a contact that may become a potential client? If you are, then you are well on your way to marketing your business the smart way.

Have a graphic design question? Email them to linda@sparklinggraphics.com

First of all, congratulations! It’s no small feat to write a book. For example, my mother wrote her memoirs recently, the fall of 2009 actually. It took her a couple of years to do this but she was inspired when my brother wrote his first book of poetry in 2007. I remember she occasionally kept a journal by her bedside which I am sure helped her immensely. In her acknowledgments she said she relied heavily on her two dozen or so photo albums, reference to old files and a history book written about the small town in Manitoba she grew up in. “Farmer’s Daughter” Memoirs by Maxine McConnell is an culmination of humorous stories and events making up the life of a woman who grew up poor but rich with love on a wheat farm in the small town of High Bluff, Manitoba. Married young, my mother and her new husband slowly made their way to British Columbia, having children along the way…and the story goes on.

Your life story is the best gift to pass down to your children and grandchildren. Self-publishing is easier these days and it can become a positive experience. The great thing about self-publishing is the control you have over the development of the book from doing it yourself to hiring professionals to do all or part of the book process for you. Here are a few points to consider:

Can’t actually write? That’s okay, consider a ghostwriter who is a professional writer paid to write books which are officially credited to another person.

Proofread very carefully or get someone else to do it. Better yet, hire a professional proofreader. It’s the difference between looking amateurish or polished.

Consider a professional designer who has experience designing the cover and the inside layout. Looks are everything in this case, especially if you want to resell the book.

I’ve briefly touched on the topic of self-publishing. If you would like more information on this topic you can email me at linda@sparklinggraphics.com

Do you have a family reunion to attend this summer or maybe one booked for next year? Of course, family reunions don’t have to be in the summer but most are, simply to take advantage of the good weather and outdoor opportunities etc.

My father’s family has been putting regular reunions on since 1980. He has a big family and his brothers and sisters are all from Alberta. Every five years the reunions have been switching back and forth between Alberta and BC where we are from. My parents are hosting this years reunion this August long weekend at their home in the Interior of BC.

My observation at these reunions is - it’s all about food. My mother has had a few sleepless nights wondering if she has enough for everyone! Lots of memories are made at these reunions and this year for the first time in the last 31 years of reunions we are putting together a cookbook so the whole family can enjoy all the recipes they’ve loved at these reunions. Aunt Marj’s Potato Casserole is one of my favourites and my teenage boys love it! So now I don’t have to sift through my ripped, torn, food stained drawer to find the recipe. Ok, I am not as organized as many of you are and admit to logging into the internet to find a recipe I just can’t find but it’s just not the same.

Have you considered a cookbook for your next family reunion or a collection of favourites from your family to pass down to the next generation? Believe me, kids do remember grandma’s Rhubarb Crumble Pie. The first step is to collect and transcribe the recipes and then pass them along to a professional designer to work their magic with the cover and inside layout. As my mother would say “Get Cooking… Get Baking… And Get Eating!”

Have a graphic design question? Email them to linda@sparklinggraphics.com