source: digby.com

Everyone has heard the old adage “Beauty is only skin deep.” While this line usually refers to the importance of a person’s personality, this can also be applied to the focus that should be placed on a website’s user experience over its visual aesthetics. Don’t get me wrong, a beautiful website is not a bad thing. In fact, attractive visuals can assist in accomplishing a website’s objectives—attracting users, intriguing them to go further into the site, making their next action obvious, etc.—but it is important to ensure that usability does not fall to the wayside of building a pretty site.

In a world of ever-increasing competition, branding has become critical for any company to prove successful. The idea of branding transcends simple elements like logos, colors or taglines; instead, it represents a compilation of the attitudes and feelings that consumers attach to your company and its products or services. While a company can control the messages it puts out and the quality of its products and services, it does not have control over how its efforts are perceived by the public. Creating a brand consistent with the company’s category and culture with every element in harmony with each other is something that takes time and attention, but if done correctly can yield great rewards.

If you don’t think branding is important, just take a second to consider the price difference between a Lexus and a Kia, a MacBook and an Acer, or any brand and its generic. For me, it’s Aquafresh toothpaste. I buy no other toothpaste, regardless of any sales or promotions on other brands. In fact, I am so devoted to the Aquafresh name that I take it everywhere with me to ensure that I don’t have to use anything else. It’s that important to me. You want your brand to be to consumers what Aquafresh is to me. So the question becomes how to achieve this kind of consumer loyalty.

First, it’s critical to decide what exactly it is you want your brand to stand for. To be successful in branding, all of your efforts must be focused, and to for your efforts to be focused, you must have a unifying message. You want to develop a brand message that is unique, something that hasn’t been done before. Not only will this differentiate your brand from competitors in a distinct way, it will prevent any confusion among consumers. You want them to instantly connect the desired feelings and attitudes to your brand and not anyone else’s.

Once you have your message, you need to enforce it. Reiterate this message with every advertisement, social media post and promotional event. Everything your company puts out should be instantly accredited to your brand. It’s important to maintain a consistent look and tone that unifies these messages to be unmistakably identified as that of your brand.

While a consistent appearance of elements related to your brand helps consumers to make the connections, this doesn’t necessarily mean that everything your brand puts out needs to “match.” Instead, developing a general look with a consistent color palette and font selection and maintaining a harmonious tone for all messages will effectively achieve consumer brand recognition. This also allows for creative freedom to present messages in new and fresh ways in the future. This is a key point considering that in order to continue to build your brand in a constructive and favorable manner, you must periodically alter its presentation to stay current and relevant to consumers.

Branding is what truly separates otherwise similar products. You want your brand to be highly regarded and top-of-mind—the kind of brand that people will go out of their way to get. By building relationships with your consumers, you make emotional connections that are stronger than any other incentive.

So take some time, find out what exactly it is with which you want your brand to become synonymous, then develop your company and its communication to reinforce this message and drive the point home to consumers. Give your brand meaning. If your brand doesn’t stand for something, it will surely fall.

So stand strong!

- Savannah Harper, LB Wordsmith

About a week into November, Internet giant Google added a feature to it’s recently developed Google Plus social network—Google Plus Business Pages—that it projects to be one of the most valuable online marketing tools for companies yet. David Amerland described it in his article on Technorati.com as having the intention of allowing “businesses and brands to create the same close, personal connection with their potential customers as individuals who have been using the social network, since it opened, have done with each other.”

This certainly does sound exciting, but just as many were hesitant to invest the time to create a personal profile for yet another social network, many businesses are asking what the unique benefit is to taking advantage of this new service. After some online research, it seems that the majority of the blogosphere is optimistic that the added options for businesses will add value to marketing efforts. But the question remains—how? Here’s what we found:

Google Plus Business Pages is often compared to Facebook Pages, but it seems that their names are the most similar element of these two services. While marketing over Facebook and Twitter have revolutionized online marketing, it falls short in the fact that efforts via these vehicles only reach those to whom they are already connected. In other words, only those who “like” a page for “follow” an account will receive a company’s message disseminated over these networks. Amerland claims that Google Plus Business Pages differs in that it “can shorten the path [to a company’s site] by quite a bit, creating a winning proposition for brands which want to attract more customers, businesses which want to be found locally and marketers who want to help their clients succeed.”

With Google Plus Business Pages, business can be sought out by online consumers and engage in conversation with these potential customers. They can then be directed to the company’s page where they are provided with more information and the option to add a badge and receive updates. Any +1 activity can be extended to positively affect Google search results. Considering Google is the largest, most popular search engine used today, it’s not a bad idea to team up with this winner. Generating excitement for your brand on the Google Plus Business forum is rewarded with improvements in SEO. Not a bad deal.

With Google Plus Business Pages, companies can share breaking news, updates, promotions and more with the different people interested in their products or services. Brands can also promote their business with the +1 service all across the Web. And like everything Google does, the results can be measured with analytics provided by the service to help monitor a page’s progress and effectiveness.

While the true value of Google Plus Business Pages has yet to be seen, under a name like Google, it’s likely that this could just be the next big thing. The marketing landscape has undergone drastic changes in the past five years, but this evolution is far from over. Don’t be left behind as the rest of the world enters the next stage. Check out Google Plus Business Pages and decide for yourself if it could help your company reach the next level.

-Written by Savannah Harper, LB Wordsmith

Today I was inspired by a recent article on Forbes online…called “Are You Making the Right Connections?”. It got me thinking about how we strategize internally at LB and some of the things we discuss on a regular basis about ensuring we remain creative and inspired so that we deliver amazing experiences for our clients.

Holly Green is the contributing author and I found her angle interesting: “What do Velcro, barbed wire, and chainsaws have in common? They were all patterned after structures found in nature.”

I would also argue these ideas were developed out of constraints and the need to solve a problem. Looking at something familiar and applying in a different way.

Here are her three great examples of innovation inspired by nature:

1. “Velcro was invented in 1941 by Swiss engineer Georges de Mestral. After returning home from a hunting trip, he noticed a large amount of cockleburs stuck to his clothes and his dog’s fur. Out of curiosity, he stuck a few under a microscope and saw that each bur consisted of hundreds of little hooks that caught on anything with a loop, such as clothing or animal fur. He surmised that if he could duplicate the hooks and loops with other materials, he could bind them together in a similar fashion.”

2. “When ranchers first began raising cattle on the wide-open plains, they used the Osage orange as fencing material. But the thorny bush took a lot of time and effort to transplant and grow. Eventually, someone hit on the idea of fashioning wire fences patterned after the Osage’s sharp thorns. This innovation made it affordable to fence vast areas of land, and led to the practice of animal husbandry on a much larger scale.”

3. “Nature also provided the inspiration for the modern chainsaw. In 1946, a man chopping wood in Oregon noticed several timber beetle larvae chewing through the logs around him. A short while later, he developed a chain with interlocking links that mimicked the chewing action of their teeth. This led to the development of the first chainsaw that could cut with, or against, the grain of the wood.”

As Green points out, “Original ideas come from recognizing new connections between familiar things and transforming them into something new. So the next time you see a pattern — whether it comes from a beetle grub chewing through a log, or the pile of junk mail sitting on your countertop — pause for a moment and ask yourself, “How can I relate this to something I already know well?” You’ll be amazed at what you can come up with!

We believe in balancing innovation and experience as we embark on this journey with our clients. We are often inspired by physical offline objects that might lead to design inspiration for an interactive engagement and ultimately create an amazing user experience in the online world. We like to believe the greatest creativity sometimes comes from constraints that are bookended with limitless possibility.

Look around you. You never know what might become your muse for creative inspiration.

Photo courtesy of swurl.com.au

As competitors multiply and communication channels continue to be oversaturated with message clutter, the need for effective branding has become more important than ever and will only become increasingly critical in the future. Your company isn’t like every other. It’s unique and special, and your consumers should be aware of this. As stated by David Brier in a recent article in Fast Company, 9 Steps To Building A Brand That Breaks Through The Noise, “every business owner and CEO has the right to a superior brand. One that’s meaningful. Powerful. Long-lasting. Inspiring. And effective.”

At the same time though, effective branding has come to be more of a challenge in the wake of the Digital Revolution, which has created new channels of communication and is constantly cranking out new ones. The challenges posed by evolving technology also give life to opportunities that marketers of the past could have never dreamed of. Brands now have the ability to interact with consumers and build connections through engaging social promotion and online communities.

The real challenge in branding lies in using available resources in a way that makes sense but even more importantly, inspires and interests your audience. While it’s up to you how you do it, Brier offers some useful insight into some things to keep in mind when attempting to bring your brand through the clutter and give it the recognition it deserves.

So what’s rule number one? Break the rules. Brier points out that no one ever rises above the status quo without pushing the boundaries. “By breaking those rules with insight, intelligent and innovation, [brands] get heard in a world that’s simply too busy to listen.”

Again, the focus should be on effective branding. Brier warns that focusing on what’s most efficient often provides results that aren’t effective, and efforts are wasted on a half-baked attempt. Be thorough. Be effective.

“Social media isn’t a brand strategy.” And it never will be. Social media outlets are channels that if used correctly, can be an effective way to get your brand’s message out and connect with your consumers. Be engaging. This is your chance to create an experience for your consumers that can be instantly shared via digital word-of-mouth. But when creating your social content, keep in mind that “while it’s important for a brand to develop something to say, it’s more important to create something that will be heard.”

Branding sets up a certain expectation of quality. Be sure to deliver on the promises you make with your brand messages. While branding can distinguish two otherwise identical products, real brand loyalty derives from consumers feeling that the brand meets their high expectations.

In regard to this, remember that people aren’t passionate about the ordinary, so be extraordinary, both in who your brand is and what it stands for. Be creative and different in your branding, and don’t limit this mindset to the creation of your brand message. Apply it to the way you present your message as well, including the channels you choose and how you engage your audience. A recent survey by Adweek reveals that 73% of the subscribers who responded believe that inspiration and engagement take precedence over consistency when it comes to brand message developement (Data Point: Making the Brand Inforgraphic).

Brands hold amazing power. They evoke feelings and memories and give a personality to your company to which your consumers can relate. Develop your brand to be one that represents the quality you believe to be behind it, and effectively convey that message to the public.

Make a plan, and then make a stand for your brand.

Written by Savannah Harper – LB Wordsmith
Photo courtesy of Delevante Creative.

This week, we asked everyone at LB to share the website they visit to learn, get motivated and be inspired. These included everything from sites that showcase innovative graphic design to those that provide top-notch news from the world of the web.
Check them out—you might just make some new bookmarks.

Behance

Creative professionals from across industries use Behance to create multi-media portfolios that showcase their work within the Network. Millions of visitors — including top creative companies, recruiters, editors, and more — come to the Network to see the incredible work and find talent to hire.

Through instant and efficient promotion of work, ready access to a global pool of top talent, and a constant stream of the best creative work from around the world — the Behance Network is revolutionizing the way creative professionals manage their careers and companies find talent.

The 99 Percent

The 99% is Behance’s research arm and think tank. Taking its name from Thomas Edison’s famous quote that “genius is 1% inspiration, 99% perspiration,” the 99% includes a daily web magazine, an annual conference, and the best-selling book “Making Ideas Happen.” Through articles, tips, videos, and events, we share best practices that help creative professionals move beyond idea generation into idea execution.

Dribble

Dribbble is show and tell for creatives. Designers, developers and other creatives share shots—small screenshots of the designs and applications they are working on. Once uploaded, content can be found, followed and shared by viewers of the site.

Mashable

Mashable is the largest independent news source dedicated to covering digital culture, social media and technology. Mashable reports on the importance of digital innovation and how it empowers and inspires people around the world.

Mashable’s 20 million monthly unique visitors and 4 million social media followers have become one of the most engaged online news communities. Numerous studies and leading publications have declared Mashable the most influential online news outlet and a must-read site.

Gestalten TV

Gestalten specializes in developing content for aficionados of cutting-edge visual culture worldwide. The company is best known for the more than three hundred and fifty books they have published that document and forecast vital design movements.

Especially created for an international audience and to offer even more inspiration to satisfy your creative hunger, Gestalten.tv serves up Vanguards, Rogues, Legends, Performers, and Players. Since 2007, they have produced and delivered beautifully-shot, biweekly film portraits on innovators and leaders who dare to change today’s creative landscape with a bold vision.

Smashing Magazine

Founded in September 2006, Smashing Magazine delivers useful and innovative information to Web designers and developers. Their aim is to inform readers about the latest trends and techniques in Web development. They believe that the most remarkable yet overlooked aspect of the design community is its friendly, enthusiastic spirit.

A List Apart

As the site that boasts to be made “for people who create websites,” A List Apart Magazine explores the design, development, and meaning of web content, with a special focus on web standards and best practices.

Fast Co. Design

Fast Co. Design believes that a company’s most important employees aren’t its bankers or management gurus, but rather the graphic, industrial, and interface designers who design the things a company actually makes.

Thus, they cover breaking news about new products, business ventures, and wild ideas, as well as controversial ideas and publish essays from some of today’s leading designers. All of these are intended to start new conversations, and inspire new ideas.

Do you have a really good website you visit? Share it with us!

Inspiration doesn’t always come easy. In the midst of our personal lives, professional pressures and our own expectations for ourselves, there come times when we all feel overwhelmed and as if that spark of creativity is short-circuiting. But all is not lost. Sometimes the best thing to do to help your work is to stop working.

Now don’t necessarily turn off your brain, but instead, find that thing that you do or that place that you go that clears your thoughts and gives you a new perspective. Everyone has their own way of doing this, but sometimes you can find what works for you in looking at what others do. This week I examined some of the different methods out there for getting inspired, including what some of our own LB team members do when their brain needs a breather.

Again, there are a vast variety of ways that people get inspired. Some involve “getting away from it all” in a quest for solitude while others focus on surrounding oneself with more people of which to feed off. It’s all about what works best for you.

LB designer Justin Miller says that for him, “it’s all about getting away from the computer and getting outdoors in the fresh air.” He achieves this by simply going outside and taking his dog for a walk around the neighborhood or jumping on his bike and cruising the streets while taking in the scenery. Getting design off of his mind leaves room for ideas to enter his head that have the potential to lead to new designs later. There can be times when the issue with your work isn’t doing too little, but rather doing too much.

Justin isn’t the only one who finds the outdoors to be stimulating. Others have similar muses like the ocean or the sunset or restart their brain by doing outdoor activities such as running or driving. Surrounding yourself in an environment that starkly contrasts with your usual workspace can put your mind in a different place that allows for new thought and inspiration. Physically taking yourself “out of the box” can lead to the kind of out-of-the-box thinking that inspirational ideas are made of.

For LB developer Chad Davis, music does the trick when his creativity needs a kick-start. “It can be live music or playing music or even just listening to music on my headphones,” says Chad. One of the great things about music is its power to transform a situation and have you look at your environment differently. Even better, if you aren’t in the position to leave your desk, music creates an escape that involves no physical movement (but feel free to dance a little). Also, it’s up to you which tunes you choose to set your desired mood.

Inundating yourself in the creative work of others can foster your own creativity and inspiration. Looking at art that already exists helps you build on what is already out there; it’s like a jumping point. Consider the fact that those artists probably ran into walls during their creative process too, but they got through it and so will you.

As for me, I like to surround myself with people and just watch. Observing others can be invigorating and reminds me that there are so many other ways of doing things. We all have the tendency to get lost in our own lives and forget that insight can be found by examining the lives of different people. People watching can happen just about anywhere that there’s… well, people. Malls, airports, parks and concerts are all great places to see strangers in their element. Inspiration often happens when you take some time to look at the world through the eyes of someone else.

These are just a few ways people find inspiration, and maybe one of these could work for you, too. Just remember that when you run into a wall, don’t give up. It’s important to make time to let inspiration develop naturally by doing what it is that frees your mind from the stresses of work and gives you time to think.

Find what takes you there and get inspired.

By Savannah Harper