There are many articles about branding, plus it doesn’t take long to get a great piece on the web. Many people think of branding as “mystical mumbo jumbo.” As I think web design is an element magic, In my opinion that it’s also practical no nonsense stuff you gain knowledge from experience. As I learned yesterday, branding in it’s most basic form, is just to supply meaning and understanding.
I invited my colleague, Rudy Manning, of Pastilla Institute, a Brand and Design Agency in Pasadena, to lunch yesterday. I wanted to talk to him about his agency, what valuable lessons he’s learned, and what struggles and advice he had. I’m with a point where I’m checking out the things I do and wondering should i should pivot; I’m wondering the way i reach that elusive “next level.” It ends up a lot of people have strategies to those questions, and lots of them haven’t “been there.” I needed to talk to anyone who has. That’s Rudy, and i also wanted to hear his story and share my takeaways.
One of the primary things Rudy understood was which he needed to target what he enjoyed, what he did well. So he reduce many of the things he didn’t wish to hang out doing, or he found partners to deal with those tasks. Whatever to be honest which you enjoy, or the thing that literally brings inside the most revenue is a good starting place when choosing where to focus your time and efforts.
I am just not keen on Cheesecake Factory. After all, sure, I really like the cheesecakes. But their menu is really a book. There are many options! The reason why there so many options? They obviously want to appeal to a variety of tastes. Right? Having options isn’t necessarily bad, nevertheless the number of choice often delays decision making and, I feel, has contributed to our culture in our desire to get the best this or maybe the best that. You need to simply know what’s good and go forward.
A massive selection or inventory doesn’t mean much if all you need can be a damn good slice of pizza. In professional services, web, design, consulting, etc., I see lots of “full service” agencies offering every service in the sun. Many agencies handle this well, many times they bring in partners to help you with specific things. There’s nothing wrong with that. Having Said That I do think an agency loses sight of what’s most critical and why is them unique once they pack on “all the things” to supply their clients.
In-n-Out features a small menu. Burger, Cheeseburger, as well as the revered Double Double. They may have fries, too, as well as the obligatory beverage selection. They serve a reliable burger and get done it like that since forever, and it works. Their simplicity in menu selection affects all areas of their business. Their cooks know exactly what they’re cooking, so quality is much more consistent. Inventory issues aren’t anything they should be worried about mainly because they don’t have a variety of weird items to maintain. Meat, cheese, buns, as well as the fixins. That’s it. It eliminates confusion on the part of the workers all on the chain. It instills confidence in their customers mainly because they depend on that consistency every visit.
One important thing that Rudy distributed to me was exactly how much thought he put into how he wanted individuals to perceive his business. It began with him asking me: “What sorts of projects and 28dexnpky are you currently working together with?” I do a great deal of small and mid-size business projects. He asked: “Do you wish to progress up-market?” I truly do, naturally. However I shouldn’t ignore what has taken me to where I am now.
My biggest takeaway was how Rudy changed the complexion of his business just by changing the text in their company’s name. He changed it from Pastilla Design Studio to Pastilla Institute. I am aware it’s not just the words, it’s even the attitude, and it’s also how one conducts themselves as a business representative in back and front.
Say those words to yourself. Each name conjures up different feelings and ideas. For me personally, when I was contemplating these names, Pastilla Institute immediately instilled confidence and professionalism; it taught me to assume that they did “big work.” And so they do big work, with clients like SAP and Microsoft. The one thing Rudy did ended up being to alter the words, along with that change, he developed a different kind of brand.
He didn’t start to get bigger clients overnight, mind you. Nevertheless it was the starting of how he positioned himself as being a brand design studio, and this would inform his future engagements, which he still were required to hustle for just like anybody else.
Be patient, trusting your gut, and request should i need that bigger office? Will I need more staff now? etc. etc. Branding is really as much about how precisely you steer your ship internally since it is in regards to the name on your business card. Branding is trust and trust may be the gooey stuff inside of a reputation.
I don’t spend lots of time taking into consideration the mechanics or maybe the root specifics of branding, but after lunch, with Rudy, I could say I think it over far more differently than I did before.