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Category: FAQs

Should You Use an AI Logo for Your Business?
Artificial Intelligence (AI) is everywhere, and it’s safe to say that most everyone is using it.

But should they be?

I’ve been asked a few times in the past year to take a logo that someone has generated from an AI platform, and to refine it – whether that means making the words look better, changing out the colors, or balancing elements that AI just couldn’t get right.

But here’s the thing: I have big-time ethical issues with using AI artwork. And this kind of thing has become enough of an occurrence in my business that I have to start talking about it more.

So what’s the big deal? AI can’t create something original or unique (not to mention the environmental and societal impacts of using AI tools). To the point that the United States Copyright Office and the U.S. Court of Appeals agree that AI-artwork cannot be copyrighted, because a human wasn’t the one creating it in the first instance. [Source]

What does that mean for businesses and branding?

The question I get most often when I bring this up is, “why should I care about copyright?” or the statement, “we don’t need to copyright our logo.”

This is a foundational misunderstanding, and it can cause problems in the long run for you and your business or organization.

Copyright is inherent for works for art – the person who created it owns it unless they transfer the rights. If someone were to use their artwork without permission, the creator (or rights owner) would have legal grounds to go and tell them to stop using it, and could take that as far as they needed or wanted to.

But when the “artwork” you create using AI isn’t copyrightable, you have no grounds. Which means you have no (legal) control over how your brand is used or by whom.

While the same rules may not apply for trademarking an AI-generated logo, a vast majority of small to medium businesses won’t pay the steep fees required to go through the trademarking process, leaving themselves with zero protection.

Where does AI artwork come from?

Generally, AI learning models are fed by imagery from the internet – whether that imagery was found in public directories, downloaded from paid or pirated sources, or bought and paid for. AI models learn from things that already exist.

Think about where that imagery came from…someone created it. And it’s nearly impossible to know who that someone is, and whether they were 1) fairly compensated for their contribution to the learning model or 2) whether they opted in to having their work(s) train the AI models.

Cite Your Sources

Have you ever seen an AI model that has cited their sources? If we the humans were to create a composite of things for something of value, and we didn’t cite our sources, we’d be accused of plagiarism and generally discredited. So why isn’t AI treated the same?

When you ask AI to provide sources, it throws a few dozen links in there that it may or may not have leveraged to any great extent, and it’s up to you to decide whether you’re going to trust it. There’s even a disclaimer on the bottom that says, “sometimes [the AI model] gets facts wrong so make sure to double check;” but do you?

How should AI be used?

I’m not naive; I know AI isn’t going anywhere. I’ve had to evolve my business to leverage it – it’s built into the tools I use every day, and speed has always been a factor in design and marketing. And yes, I know that as a business owner, you should always be looking for the next big thing that’s going to make running your business easier.

But AI should be a tool, not a replacement for real humans.

AI doesn’t possess empathy, and it doesn’t understand nuance. You can compare an AI prompt to writing a text message or an email that was ill-received when the intention was only positive; emotion doesn’t come through in text for most people. So how could AI “listen” to a business owner tell the story of their brand and pick up on the emotion and nuance that should be brought into the design of it? Or, know where to ask questions and get the deeper story that ultimately makes the brand?

Here’s how I use AI in my business:
- I use it for competitive research (and then go and verify what it’s showing me).
- I use it as a sounding board for content and ideas to see how they might work for my ideal audience, in addition to my circle of real people.
- I use it to check my tone on sensitive emails.
- I use Photoshop’s generative fill and expand features to remove filler, irrelevant background elements or to make a photo wider for a website (sparingly).
Here’s what I won’t use AI for:
- To write content for me – emails, social posts, blogs, newsletters, website content, etc.
- To create artwork – including patterns, icons, logos, or photos – of any kind
- For fact checking
When is using AI for logos okay?

In my opinion, never.

But what if I don’t have a budget? Use a word-only logo until you do.

But what if I don’t know a designer? Ask around, there’s a lot of us out there.

But what if I need a logo for something fast? You should probably slow down or you’re going to miss something crucial. Also, see the first point above.

Getting a logo via AI – whatever learning model or platform you use – is doing your business a disservice.
- AI doesn’t have the human touch; it can’t fine tune your logo to be right for your audience.
- It isn’t taking into account the larger strategy of using your logo.
- It’s not going to generate different usable variations for different scenarios.
And the worst part (from my perspective) is that even if you’re using an AI platform that can generate an SVG or EPS version of your logo, that file is going to be such a hot mess that you’ll have an incredibly difficult time using it again in the future. So if you start off with an AI logo to get something fast, with the intention of having a professional edit it later, you may find yourself having to start from scratch because a professional may not be able to (or may not be willing to) touch the AI generated items.

What’s Most Important?

In this era of speed (seemingly) being the most important thing, I’d challenge you to consider what you actually value most in the long run.

Is it doing the thing the fastest, saying “yep that will work,” and getting it out the door?

Or is it taking the time to do it right, and knowing you won’t have to revisit it later and spend more time (and potentially money) on it?
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November 3, 2025
Do You Want an Executor or a Collaborator for Your Next Project?
Most of the time, if you ask someone this question, they’re instantly going to say they want to work with a collaborator. It feels like the right answer, like what they’re supposed to say. However, for some personality types, they actually need someone to just execute on their ideas without a lot of push-back; but it’s hard to be honest enough with themselves to realize it. Let’s explore the differences…

Working with a Collaborator

Collaboration and execution go hand-in-hand, but in that order. You work on an idea with someone to come to an agreed upon conclusion that suits your needs, and then the person you hired executes on that idea for you (typically).

Collaboration can also look like a brainstorming session, bouncing ideas off one another, and leveraging each other’s knowledge and experience to build something new, exciting, bold, and suitable for the need and the market.

Working with an Executor

Asking someone to execute on an idea, dictating how you want it completed and what the final product should look like is different – there’s no additional input or deviation from the original idea that you (as the boss or client) originally came up with.

Most of the time, the idea person in this scenario knows all the details of what they want, even though they may not communicate them well.

How do I know who I want to work with?

Just ask yourself one question: would I be okay with the person I’m working with pushing back on my idea? If the answer is no – and you have to be really honest with yourself to decide – then you’re looking for an executor. You want to control (be a dictator, negative connotations aside) the details to a project that you either don’t have the time or knowledge to complete, and have someone do it for you, exactly to your specifications.

That’s not a bad thing, if you realize that going in. It can also, ultimately, save you some money. Hiring someone to just do what you need them to do is easy – that type of person is typically a junior level employee who’s still learning the ropes. They essentially don’t know enough to push back, and they’ll take all the experience they can get in real world situations to become a senior level expert.

Hiring a collaborator is different. They’re someone who is typically more advanced in their skills, and who can leverage their life experience, education, and training to help you get to an end result you would have a hard time getting to on your own. Convincing a collaborative personality to just execute on something for you without bringing in their own expertise is difficult, though. They’ll likely be dissatisfied in their role working with you, and can quickly become resentful.

The Fine Line Difference

In every collaboration, especially that of a client/consultant relationship, someone has to be in charge (typically the person doing the hiring) and have the final say. Some would say that is them “dictating” what they need “executed,” and they’d be right. The difference is that before they say “go” on an idea, they’ve been presented and weighed the options on the best way to get to the end result, and 99% of the time, it’s different from where they’ve started. The boss in the situation has come to the table with an idea and they’ve allowed the collaborator to help them fine tune it.

Why is the difference important?

Having enough self-awareness to know what kind of person you want to work with can save time, money, and energy for both you and the person you hire. In the design and marketing space, hiring someone to build a creative output for you and telling them, “I don’t know what I want, but I’ll know it when I see it,” is a huge red flag – designers know this phrase will result in lots of revisions and frustrations, with them ultimately creating something they’re not proud of but that made you happy. (It’s also a quick indicator that you’re actually looking for an executor, not a collaborator.)

How to Find the Right Person to Fit Your Style

It is / can be really simple:
1. Determine what type of person you’re looking for – an executor or a collaborator
2. Look for someone with the right skillset for your needs
3. Go into the initial conversation being upfront and honest with your style. When they ask you how they can help, don’t be afraid to say something like, “I’m looking for someone to (execute/collaborate) on an idea (for/with) me.”
If you’re excited about collaborating with a professional on your next project – let’s chat about it! Schedule your absolutely free Idea-to-Execution Consult!
September 6, 2024
Booklets & Brochures: What’s the Difference?
As a business owner, getting your business in front of the right people is crucial. And even though we live in a digital world, sometimes the best way to do that is on paper. Brochures have been around for a long time, and are a common way for businesses to share what they do, often being used as a leave behind with prospective clients. But when you want to do something more in-depth, expansive, and useful, a booklet might be the right answer. So, what’s the difference?

In my line of work, the terms “booklet” and “brochure” are often thrown around interchangeably. But the fact is, while they have similarities, the big, key differences come down to two things: page count and folding options.

Brochures

In its most traditional and recognized form, a brochure is a trifolded single sheet of paper. It’s the kind of thing you would likely see if you’re staying in a touristy area and the hotel has a rack full of attractions in the area.

For example, I live near Kartchner Caverns. A brochure for Kartchner would likely include pictures of their most stunning formations, the national parks logo, opening hours, prices, and a brief history of the park, as well as a brief overview of why you should visit.

For a more traditional B2C or B2B business, a brochure might cover things like a value or mission statement, a bio for their founder, their services, and links to their online presence.

The beauty of a brochure is that you have the opportunity to guide the reader through an experience. For a trifold, here’s how that might go:

The Brochure Experience

Looking at the first panel of the trifold, the cover, it will typically have an eye-catching, interesting design, a powerful headline, and clear branding.

Once they open the brochure, they’re presented with two panels. Since people typically read from left to right, you’ll want to plan on them seeing the left panel first. That’s where you can put things like stats about the business, mission and vision statement, or maybe a bio. Then, on the right panel, maybe you have services, or maybe a continuation of more of that ‘high level’ information from the left panel.

Then, they can open the brochure one more time, and they’re presented with two more panels. A lot of times, those panels can be even melded together a little creatively, because they’re going to be the core offering that you’re excited about sharing. This is a good place to really sell the reader on your offer. However, you have to balance what you’re putting here with everything else in the brochure, because there is a chance your reader may not make it all the way into the brochure. They may open the cover, not find something they’re excited about, and move on. So decide on your non-negotiables, the things you absolutely want them to see, and put those earlier in the experience.

Finally, because humans are curious by nature, most people will close up the brochure and flip it over to see what’s on the back. That’s where you should have all of your contact information, website link, social media, maybe a QR code, and even a testimonial. The other benefit of having this information on the back is that if someone never even cracks open the brochure, they can still flip it over and find out how to contact you.

Brochures also differ from booklets in how they’re finished, by being folded. There are 10 common ways that a brochure can be folded, and since it’s a single sheet of paper, there’s no additional finishing needed. (Check out my blog, The Business Owner’s Crash Course to Printed Materials, for more on this)

Booklets

The biggest difference between a brochure and a booklet is that a booklet is often going to be 4+ pages.

A 4-page piece, which is typically a single sheet of paper folded in half, is a weird gray area. Sometimes it’s considered a half-fold brochure, and sometimes it’s considered a booklet because it tends to be bigger. But it’s not stapled in the middle, so a brochure is the better candidate.

More often than not, booklets also tend to be ‘full size’ – meaning they have a finished size of 8.5×11, which is a standard piece of paper (like what gets loaded in your printer). That’s not always the case, like in the case of event programs. Those tend to be a little smaller, but they’re still little books with lots of information included about the event you’re attending.

A booklet can still guide someone through an experience of information, but the difference being that someone could flip to any page to jump ahead in the story. It’s like a “choose your own adventure” book.

Finally, let’s look at how booklets are finished. Booklets are stitched in the middle – often using a couple of staples, but sometimes even with actual needle and thread. Since brochures are a single page, there’s no need for them to be finished in this way.

How Do You Decide Which One to Use?

There are three things to consider when you’re deciding between a booklet and a brochure for your next project.
1. What and is it for?
2. Who is it for?
3. What’s your budget?
What and who is it for?

Booklets are great for more robust projects. Things like a welcome guide for new clients, event programs, or even gated content on a website. They’re often something that you want people to hold onto, to reference. Also, if you’re creating something primarily for digital use with the option to print a few copies, booklets display a lot better online than something that’s intended to be folded multiple times.

Brochures are better for leave-behind pieces. They’re almost like a teaser to your business or to the thing that you’re offering. They’re not nearly big enough to provide all the details, but they can get someone interested enough to look to your website, for example.

What’s Your Budget?

Because of the size and the additional cost of finishing, booklets are more expensive. If you’re going to be going meet with a prospective client, do you want to leave them with something that cost you $5-$10+ to complete (when you break down the per-item cost) or something that cost you $1 to complete, knowing you may not ever hear from that person again?

In conclusion, the difference between a booklet and a brochure really comes down to page count and folding options. If you’re having trouble determining the best path forward for the thing you’re looking to create, let’s chat, and I’ll likely be able to point you in the right direction.
July 26, 2024
A Business Owner’s Crash Course to Printed Materials
As a business owner, sometimes you just need to get something printed. To have something physical, tangible, for a specific purpose.

A lot of times, this comes up when businesses are launching and you want to have a backstock of things like business cards, letterhead, maybe even folders. Things that make sense for when you’re connecting with new clients.

But other times, a more complex need arises, when you’re exploring an asset like a brochure or booklet, or maybe even printed swag items like hats, notepads, pens, or tablecloths.

The needs vary for every business, and the choices are practically endless, so where do you even start?

First: Determine What You Need or Want

This could be an entire blog topic with all the variables, but really it comes down to what you want the end result to look like. Maybe you’ve seen something that looked really cool that you want to replicate. Or maybe you have an idea for an end result. Either way, you’ve got to figure out the details.

For paper goods, things to think about include:
- How big your paper needs to be
- How many sheets of paper it will take
- How they’ll be finished – folded, bound, perforated, glossy, matte, satin, etc.
If you’re printing swag items, you’ll want to think about:
- Color
- Function
- Material
- What you want on it (there’s usually size restrictions)
Regardless, you need to know:
- How many you need
- When you need them (be reasonable and plan ahead)
- What you’re willing to spend
Holy decisions, Batman! If you’re feeling overwhelmed, chat with an expert that can help you navigate.

Next: Get an Estimate

Once you know what you want, you can determine how to get it. This isn’t any different than price and feature shopping between Target and Amazon. You’ll start by looking up (or asking for recommendations for) good printers for the type of thing you want to do, and then look at what they’re offering and for how much.*

Most online print shops will have an estimating tool, where you can put in all of the specs and it will spit out a price. This is (typically) the same tool you use to order your project. As you click through it, you’ll find that there are a TON of options, and they change depending on the options you choose. Your choices can also affect your total price – sometimes dramatically.

The most common things that can affect your end price include:
- Size
- Quantity (common are: 100, 250, 500, 1,000, 1,250, etc.)
- Page Count or Folds
- Rate of Production and Shipping
As a note, it used to be that when you were printing paper goods, decisions like one sided or two, full color or black and white, would change the price considerably. Now, the difference is literal pennies with most printers. Where minute details like that come into play is when you’re printing swag, especially things like engraved pens.

*For super specialty items or finishes – like perforations in a brochure, for example – some printers won’t have the capabilities to do that. If you’re not finding it on their website, they’ll often have a chat feature where you can determine if that’s something they can do, or if it would be a custom order (usually more expensive).

Order a Sample Pack

When you’re neck deep in the estimating process, you’ll find that many times, the paper types and weights might as well be written in another language.

How do you overcome that? Order a sample pack! Most reputable print shops will offer these for free, and you can usually find the link to order in the footer of their websites. They do this because they can 1) collect your contact info and market to you later, and 2) they know that you’re more likely to be thrilled with the end result.

Sample Pack from SmartPress

Some sample packs will come with a variety of items (business cards, notecards, letterhead, and brochures), while others will come like a paint swatch book. Regardless of the format, look for the fine print that details the paper weight on each item, and use how the paper feels to figure out what you like.

Folding & Finishing

If you’re working on a brochure or booklet project, it’s important to consider how you want it to be folded and finished. Did you know that there are 10 ways that a brochure can be folded? Most folks are familiar with the bifold, trifold, and maybe even the roll fold, but there are other less common and more complex options out there too.

Brochure folding guide from PrimoPrint

When working with a client on a brochure project, I like to think about how something opens, and what the experience will be as someone navigates the brochure. (Check out this reel for a demo)

When working on a booklet project, the most important thing to remember is that your page count has to be divisible by four! Sometimes, that means adding in some blank or decorative pages to get where you need to be.

As far as finishes go, do you want your piece to be ultra glossy? Would you like it to feel satiny-smooth? Or maybe you want to avoid fingerprints. All of these factors come into play with the finishes.

Good Printing Isn’t Cheap

There is a well-known budget printer out there that I usually won’t ever use or recommend.* When asked why, it comes down to two things: the quality doesn’t usually result in what I expect, and the customer service is atrocious. In the printing world, the adage “you get what you pay for” is very true.

Common items – like a standard business card – are going to be reasonably priced, generally, wherever you go. When it comes to more complex items, prices can differ greatly, and available options can too. If you know this going in, you can make an informed decision as to what fits your budget and where the best place is to get it.

Some things you should look for in a printing company include:
- Do they make it easy for you to leverage their service? Look for things like templates, layout recommendations, clear descriptions, and good pictures. Also, if their website feels outdated or clunky, it’s a good chance their equipment will be as well – they’re likely not investing in the best.
- Do they offer sample packs for free? While this isn’t a must, it’s a good indicator that they’ve thought through their process and prices and figured out how they can make the experience better for the customer.
- Do they have an easy customer support opportunity, like a chat feature?
- What are their reviews like OFF of their website? Consider websites like the BBB, TrustPilot, and even Yelp, Google, or social media.
- Are they considering or leveraging things that are important to you – like carbon neutrality, green printing options, a give-back program, etc.?
*My experience may not be the experience of others, and I’m intentionally not naming names. Get in touch if you’re looking for a specific recommendation.

Finally: Place the Order

When you’re ready to place your order, it’s about as serious as signing a contract. You want to make sure that you’ve got everything just so, because there’s no take-backsies. If something is wrong (like a typo, watermarked picture, or paper choice) it’s on your dime to reprint. Most print shops will make this abundantly clear as you navigate the checkout process.

My favorite print shops also have a real human who is checking your files before sending them to print, and some even offer soft or hard proofing options. These pros will be quick to call out concerns like image quality, lack of bleed, or missing fonts so that you know you’re getting exactly what you want.

Why Can’t I Just Print at My Office?

The short answer is that you can, but it might not be your best choice. There are two big things to think about depending on what you’re printing:

The first: in-office printers typically can’t print off the edge of a paper, because they have to be able to grab the sheet to feed it through the machine. So if you’ve got something where the color or image runs all the way up to the edge, it’s going to have a white border instead.

The second: if you have something that is supposed to be a specific size or folded a specific way… that’s on you to do. Whereas a professional printer has big fancy machines that trim projects down to size and that can fold them up in a specific, calibrated, always-the-same kind of way.

There is so much to consider when you’re having something printed that it can be in your best interest to at least chat with someone with experience. They may even be able to introduce you to something you’ve never considered that takes your project to the next level.
July 2, 2024
Good Designers Don’t Gatekeep: Finding a Collaborative Design Partner

As a business owner, have you ever felt like hiring a designer is like trying to crack a secret code? It’s like they’re holding onto their design secrets tighter than a toddler clutching their favorite toy.

Frustrating, right?

Well, let’s talk about why this is a red flag 🚩 when it comes to finding a quality graphic designer.

Picture this: you’re scrolling through your social media feed, looking for ways to spruce up your marketing game. You stumble upon a designer’s post, but instead of useful tips, you get vague advice and a sales pitch (“Comment gamechanger to snag my download!”).

When a designer shares valuable insights, tips, and tricks, they position themselves as an authority in their field. Suddenly, they’re not just another designer; they’re the go-to guru who’s always willing to lend a helping hand.

Sound familiar? It’s like a designer’s version of “stranger danger” – they’re scared to share too much in case someone snatches away their chance at a paycheck.

But let’s rewind for a sec. What if I told you that a designer willing to share their knowledge is more valuable than one who hoards it?

Yup, you heard me right.

Think about it – when a designer shares valuable and helpful information, it’s obvious that they’re not afraid of losing out, they likely have more to give, and they instantly become an authority figure. Suddenly, they’re not just another designer; they’re the go-to guru who’s always willing to lend a helping hand.

If you asked a designer you’re vetting, “How can I market my business better?” and they respond with some form of, “hire me and I’ll tell you,” would you get the warm fuzzy about working with them? Probably not.

What if they sprinkle wisdom like confetti? “Well, you could try things like social media ads, newsletters, video transcriptions, consistent blogging, creating video content – the possibilities are endless!” It’s like they’re giving you a taste of the pie before you commit to the whole slice.

When a designer offers added value, they’re showcasing their expertise and willingness to help, even beyond the scope of a project. Most of the time their expert insight saves you hours of trial and error – as a designer, they’ve likely been there, done that and got the t-shirt!

When a designer shares their knowledge, they’re not just giving generic information; they’re curating it in a way that’s digestible, relatable, and backed by real experience.

This means you get high-quality, actionable insights without any hassle or more of your precious hours being wasted. And it’s likely that the person sharing those insights would be a great collaborative partner for you and your business.

So what should you actually be looking out for when it comes to hiring a designer?

When you ask a service-related question, instead of shutting you down with a firm “no freebies,” a good designer will offer a sneak peek into what they provide as a paid service. Something like, “Sure, I can help you with that. Here’s some ways we could approach it, and if you want to take it to the next level, I’m happy to explore what that could look like as a project.”

Choosing a designer who shares their knowledge openly means you’re not just getting a service; you’re gaining a collaborator who’s invested in your success. Instead of dealing with someone who keeps their cards close to their chest, you’ll have a partner ready to provide valuable insights and tips that can elevate your business.

So go ahead, seek out those designers who are generous with their expertise. Your next big breakthrough could be just a helpful tip away.

June 11, 2024
What Are the Best Ways to Market Your Small Business on a Budget? Nine Key Tasks to Get You Started
If you’ve made the leap into being a small business owner, you know that clients aren’t just going to fall from the sky and pay you hundreds of dollars. (You do know that, right?)

So what are the best ways to promote your business when you’re just getting started and don’t have a huge budget?

The following nine tasks can help you be more visible to your ideal prospect and can help you convert them to an ideal client, faster.

START HERE!

1. Make a Plan for Your Small Business and Figure Out Your Offer

You’ve started a business, yay!

Now what? Where do you go from here? Start by making a plan!

Your plan should have a couple of key things in it:

What you offer
- Whom you’re offering it to
- How you’re going to spend your limited marketing dollars
- A timeframe
- Goals to guide your progress
This may seem like a waste of your time, because doing this right now isn’t making you any money. But the reality is that if you’re just doing work with no real rhyme or reason, you’re going to get burnt out and not know if your efforts have been worthwhile.

Getting into the weeds figuring out details like your key offerings and ideal clients will allow you to measure future business decisions easier. You’ll be able to decide if your ideal client will benefit from you investing in something or offering something new or more niche. You’ll also know if you’re spending time on the right things because you’ll be able to judge them against these two metrics.

Once you’ve made those decisions, you can set aside a dedicated marketing budget (remember, you have to spend money to make money!) and figure out how it’s going to be spent. When I go through this exercise with my clients, I like building out the framework for 12 months. This allows us to look at things like sending holiday cards, upcoming conferences you want to go to, and big networking opportunities.

Defining a timeline and setting up measurable goals along the way will help you to know if the marketing efforts you’ve got in place are working, and if they’re not, you can dive into why not. Once you have your plan in place, add a block to your calendar once a month (I would recommend at the end of the month) to review and assess your progress.

Want to know more about what this looks like? Tell me in the comments below, or book a call with me and we can go through this exercise for your business together.

PAID OPPORTUNITIES

2. Partner With an Expert

No, this isn’t just in here because marketing is part of what I do.

It’s here and number two on the list because you should be looking for and trusting people who are smarter than you!

Doing this early in your business development can give you more time to work on income-producing activities, and can give you the confidence to show up because you know things are getting done well.

Consider this: if you’re a lawyer, you’re really good at contracts and serving your clients’ best interests, right? People come to you because you’ve been to school, spent time studying complex legal cases, and the state says you know your stuff. So why wouldn’t you do the exact same thing and trust someone who does what you need (CPA, Bookkeeper, Graphic Designer, Web Developer)?

The largest benefit in finding a trusted partner that does what you need? You can get back to focusing on what YOU do best, and leave what THEY do best, to them.*

This doesn’t just go for marketing professionals (but that is what I’m talking about in this blog). It can also mean hiring someone to take care of your books regularly, or hiring someone to write up your contract template one-time.

*Yes, I know there are plenty of options out there for the DIY approach. But just because they exist doesn’t mean that you’re going to a) know how to use them, b) enjoy spending your time on them, or c) be able to use them to create an output that’s as good as hiring a pro and being done with it. Stop settling for good enough!

3. Tackle Low Hanging Fruit First

As a new business owner, what are the best first uses for your marketing dollars?

I would argue it would be setting up your brand. That means figuring out what your business name is, what your logo looks like, and how you will present yourself to clients.

That can go further into making sure you have branded documents, business cards, social media profiles, a branded email address, getting started on your website, and building a functional and beautiful email signature.

If you know that you don’t want your business name to be your legal name (e.g. Susie Smith, doing business as Susie Smith), you should allocate some marketing dollars to this first. Otherwise, you risk confusing clients down the road when you “all of a sudden” introduce a brand name and identity. And confused minds don’t buy.

4. Make Yourself Discoverable Online

So you’re out there doing good work and working with good people, but what if one of them wants to refer you to a friend? Where can that friend go to learn more about you?

Let’s be real, if someone refers a friend to you, the friend isn’t going to just call you up (typically). They’re going to check you out online. They’re going to see if what you have to offer is actually what they need.

And if they can’t find you, they’re going to have a hard time deciding on if they should call you. If they DO end up calling you even after they can’t find you… you’re starting that relationship off sans trust.

Don’t do that to yourself!

At the very minimum of minimums, have ONE really well-defined and active social media profile. Yes, even if you don’t like social media and don’t use it personally. You would be silly to believe that in this day and age, social media isn’t a search tool.

What’s better? Having a website that has all the things!

Your website is usually the one place online where someone can go to learn everything about your business. It showcases your brand, shares what you do, talks about who you do it for, and should include social proof (testimonials, portfolio items, links to social media, etc.) that says you know your stuff.

FREE OPPORTUNITIES

5. Focus on Service

Despite anything else you could be doing as a new small business owner trying to market themselves, you should be focusing on offering amazing customer service.

Fantastic customer service is going to be the ONE thing that can wipe out any irregularities in your branding, and it is the most likely reason people will send you referrals.

Folks just want to know that you “got this for them” and that you’re going to make sure it’s done right and done well. They want to know they can get in touch with you and ask questions. That you’re going to be their ‘go-to’.

If you think about going to a store or restaurant where it felt like a breath of fresh air when interacting with the team members there, what did that look like? If you’re a Disney Adult like me, just think of the interactions with the cast members at any park. What do they do differently than most other retail establishments?

They make you feel like the most important person in the world.

Do that for your clients – the referrals will follow.

If you want to read a book on how to create that experience, I highly recommend Raving Fans by Ken Blanchard! (That’s NOT an affiliate link.) It’s a quick read, I promise, and worth your time!

6. Leverage Freebies

For most people, a free marketing opportunity is social media. Getting online and creating content, interacting with content, and promoting your services is the best freebie there out there.

Here’s my recommendation for which platform to use for your business – choose one and get really good at it before jumping to another:
- Instagram: B2C creative businesses that have a process or product they can showcase.
- LinkedIn: B2B professionals, showcasing thought leadership.
- Facebook: B2B and B2C businesses. Setup a business page, but focus on building relationship in and promoting your business in relevant groups. Otherwise, you’re paying to play, and it’s not cheap.
There’s an entire strategy behind how to create stellar content and promote it to the right people on social media. That’s not what we’re here to talk about. Just know that social media can be your best free marketing tool.

If you’re a local business operating locally, especially as a brick and mortar, look for opportunities to:
- Post on a community bulletin board
- Host or sponsor events
- Network with other businesses in the area
- Place strategic and low-cost ads in relevant local places / publications
- Tap into new, unusual, or unique markets in your area
7. Don’t Be Afraid of The Hustle

As a new business owner, you’re going to have to work for what you want.

The internet revolution means that there are (probably) lots of other people out there doing what you do – but that doesn’t mean that you shouldn’t do it.

You’re going to be able to bring a whole new flavor and perspective to the business, and you should lean into what makes you different and better.

But you’ve still got to want it, go after it, and hustle for it. (Not ‘hustle’ in the bad way, like stealing people’s money.) You’ll have to lean into the bad days, work through them, and figure out what’s not working when the clients and revenue aren’t coming in.

You know how they say that an animal can sense your emotions – good or bad? Clients are the same way. If you’ve got a bad attitude about your business and you’re feeling righteous and annoyed that it’s not making you a millionaire overnight, they’re going to pick up on that.

Trust the process, do the things, and don’t be afraid of the work it’s going to take to achieve your version of success.

8. Gather Social Proof

Along the way of building your business, there are going to be things that say, “I know what I’m talking about.”

Generally, those will be testimonials. For creatives, that might be a portfolio of projects. In other situations, it might be contest entries/wins, or mentions in a publication, or guest spots on a podcast.

Regardless of what social proof looks like for you and your business, you should be gathering it all the time!

Social proof is going to help convert people from a maybe to a yes.

Put that ish everywhere. Make a highlight on your Instagram. Put it on your website. Post a blog about it. Send out an email blast that includes it.

Just make sure you’re always gathering it.

AND FINALLY…

DON’T GIVE UP

Look, I kind of already touched on this in the hustle tip above, but being a business owner is HARD.

You’re going to have good days and bad days. Hell, you’re going to have good months and bad months!

Things are going to throw you off course. Clients are going to fire you. People aren’t going to like you.

The trolls are everywhere.

That doesn’t mean you should give up on your daydream. If you felt strongly enough about building this business to get started, there is a reason for that! Lean into it, trust the process, and enjoy the ride.

There are going to be businesses that don’t work out, and every situation is unique. But don’t be the business that didn’t work out just because things got a little hard. Give it everything you’ve got and look for new tactics and opportunities so that you can know that you tried everything before throwing in the towel.

If this blog was helpful for you as business owner, tell me about it in the comments! If there is something you want to know more about, feel free to book a complimentary Idea to Execution call.
March 15, 2024
What to Wear for Your Next Corporate Photoshoot

If you’ve ever been to a business’ website where they have pictures of their team, and especially group pictures, you might have noticed some off-putting things right away. Maybe the pictures felt dated. Or perhaps that one girl stood out in her hot pink dress.

While I would absolutely recommend a business owner invest in great brand photography, there are some things that you have to pay attention to in order to ensure you don’t fall into easy traps.

Note: There are exceptions and caveats to every rule. If you have something you’ve seen that is inspiring your shoot, or you want to be intentionally different, by all means. The following are meant to be general do’s and don’ts for business leaders who don’t know where to start.

JUMP TO A TIP

Do look at what everyone plans to wear.

Don’t forget to start with a color palette.

Do reserve the right to veto.

Don’t forget a backup.

Do opt for classic styles and fits.

Don’t be too stuffy.

Do avoid bold patterns and colors.

Don’t show off too much skin.

Do ask for a second opinion.

Don’t wear white or beige.

Do remember your environment.

If a client asks me for recommendations of what to wear for a corporate photoshoot, here’s what I would tell them and why:

DO look at what everyone plans to wear ahead of time.

You don’t want to get to the photoshoot and be appalled or annoyed by what someone chose, with no ability to change. You’ll end up hating the photos, which means you wasted time and money.

See how the girl on the right stands out?

DON’T forget to start with a color palette or theme.

Going into your outfit options with an idea of what you’re looking for is going to reduce your headache in the long run, especially if you have a big team. You could choose a theme like fall colors, jewel tones, or black and gray. Or, you could say no to specific colors based on the background you’ll be shooting against.

They have a theme, but the red shirt in the middle is immediately noticeable.

DO reserve the right to veto a team member’s outfit.

Let’s not worry about hurt feelings here. You’re the business owner, you get to decide how you want your photos to look. Obviously, you want your team to feel amazing in the photos (it will come through, trust me!), but don’t force them to go out and buy something new. Give them some parameters and work with them to find something you’re both happy with.

The choice of footwear for the person in the middle maybe should have been veto-ed here.

DON’T forget a backup.

Even if you’re just bringing an extra sweater in a different color, bring an option for your outfit – just in case it’s not photographing well or you’re feeling way too self-conscious for good photos.

DO opt for classic styles and fits.

So bell-bottoms and crop tops are very “in” right now? Not for your corporate photo shoot! Find outfits that will stand the test of time so that you can get the most out of your investment. Business casual is a safe bet, unless…

In 2024, they’re very trendy. But in 2006? They would have looked frumpy and disheveled.

DON’T be too stuffy.

If you’re not the business casual type, and your clients would never catch you in a blazer or a pencil skirt, don’t wear that for your photoshoot! It will create a disconnect, especially for new clients who’ve looked at your website. Instead, opt for a slightly elevated version of your daily attire, while keeping it timeless.

She still looks professional, but she’s not wearing a suit.

DO avoid bold patterns and colors.

This goes back to timeless photos where no one stands out like a sore thumb. If one person is wearing huge polka dots while everyone else is in solid colors, your eye is going to go STRAIGHT to the dots in the final picture.

The red tights don’t make sense for this shoot. That’s immediately where the eye goes in a sea of blue.

DON’T show off too much skin.

Bottom line, it’s just as distracting as the polka dots in the last tip. Ladies, avoid tank tops and above the knee skirts. Gentlemen, don’t open too many buttons on your button down.

The girl farthest to the left is bordering on scandalous, sitting in a short sleeveless dress.

DO ask for a second opinion.

If you’re not sure if what you’ve chosen will photograph well, ask your photographer! They’re going to be able to point out what will look good on camera, if a pattern will add extra pounds, if a color is going to be too bold in your environment, or worse, camouflage you. They’ve probably seen it all, and they’ll appreciate that you trust their opinion.

DON’T wear white or beige without something over it.

A crisp white button down looks classic. But, unfortunately, white doesn’t make photography easy – that’s why there is an entire industry of people who specialize in wedding photography. White tends to “blow out” the exposure in a photo, and it can make everything else appear dull without the right settings and lighting. So, if you are heart-set on that white button down, add a dark blazer or sweater for contrast and to minimize the white. And sorry ladies, no white pants, please!

White outfits help the overall softness of this photo, but would have been hard on a dark background.

DO remember your photoshoot environment.

I live in the southwest, and it gets HOT here. Doing a photoshoot outdoors, asking people to be covered up, in the middle of summer… you’re just asking for sweat stains. Consider whether you’ll be indoors or out, what your background is going to look like, and what the options are for staying warm or cool in-between shots. Pro-tip: Bring things that can help folks touch up – hairspray, bobby pins, mirrors, safety pins, extra makeup – so that you can fix anything that happened between your bathroom and the shoot.

The woman in the middle is beautiful, but her outfit is washed out- she’s almost a ‘floating head’.

These tips are mostly for teams of people. But they also apply for individuals who are planning for their corporate headshot, just without quite as much coordination.

My last tip for your next corporate photo shoot is to tell your photographer to be a little bossy. You’re hiring a professional, so let them do their job and be the professional. Encourage them to tell you if your outfit isn’t photographing well, or if the pose you’re in isn’t flattering. A good photographer will know what works, and given the freedom to tell you will result in a better shoot.

The photos above are taken from publicly-accessible Pinterest pins. These are NOT my photos or my clients, I do not take credit for these photos, nor is this meant to be slanderous of the teams photographed or the skill of the photographer(s). These are simply here to serve as an illustration of the points identified above.

March 1, 2024
What exactly do you do?: A graphic designer job description

In catching up with an old friend recently, she asked me, “So what is it that you do again?”

She knew that I owned my own business and I did something with design, but wasn’t sure exactly what that meant. And she’s not the first person to ask me that!

Being a graphic designer and marketing strategist (< that’s what I do!) can be a very encompassing, fluid, and currently, trendy job description. But like… what does it mean?! Let me do my best to explain!

I like to think of my role as having two facets, or silos, if you will.

What I do as a Graphic Designer

In the first silo, as a graphic designer, I work with clients to help bring their visual identity ideas to life. So, the representation of their business that people see, and sometimes see without their involvement. This translates into assets like logos, business cards, social media graphics, presentations, letterhead, signage, etc.

As a graphic designer, I take the vision they have, the thing they daydream about when building a business, and I make it a reality in the digital space, and then work with a third-party vendor to get things printed (as needed). Sometimes, that vision is incredibly abstract, and I’ve even had folks describe it as a feeling: “I want my business to feel like…”

What I do as a Marketing Strategist

The other facet of what I do is the marketing strategy.

While I didn’t go to school for marketing, I’ve been working in a marketing setting doing something that wasn’t graphic design since 2010! I would design when I could, but I was basically learning about how to apply design, and how to make it something effective that would meet the clients’ goal.

This comes into play when a client says something like, “I want a PowerPoint deck that I can use after I meet with a prospective client that they can continue to mull over. It should have an overview of what we talked about and what I can offer.”

What this tells me is how the thing I’m going to design will be used, so that I can create it appropriately and effectively. It also opens up an opportunity for me to make suggestions to the client about how else they can leverage the same piece, or how a slight adjustment might create a second version for a different application. Hence, strategy!

But wait, there’s more!

There’s a third layer of what I do that kind of falls into both silos but in a weird way, and could technically be its own job description.

I build and manage websites!

Some would refer to that as a web developer or a programmer or a coder, but I’m not building from scratch here. I’m leveraging ready-made tools to make something that is both effective (strategy) and beautiful (design). It serves a need, it functions well, but also maintains a consistent visual representation of the business.

Hopefully that helps to answer the question of what I do! There are a lot of different projects that can fall into my job description, and when I’m working with new clients, there isn’t a lot that I don’t do in the marketing and design space.

If you’d like to get some of those ideas out of your head and see if we’d be a good fit, schedule your free Idea to Execution consult with me!

January 24, 2024