How much of yourself to include in your brand + Bringing out the better in both (Infographic)

How Much of You to Include in Your Brand + Bringing Out the Better in Both + Radiant Rumble Blog

I hate my brand.

I don’t know what my brand is.

I can’t fit that within my brand.

My brand isn’t fun.

My brand isn’t unique.

If any of those statements ring a bell, you’re not the only one.

Since “branding” is now more of a necessity than an addition to any given company – or person, for that matter – it has become all too jumbled and construed into who is behind the brand rather than what the brand is actually fronting. Minus the big box stores (and even they have a fine line), branding is now considered to be all about you, the one behind the curtain. People want to know you, your name, your story. They don’t want just a brand; they want a face or two to place with the brand. They want to connect to and feel connected with.

On one hand, this is all too cool for those that have the guts and those in which self-branding works well for success.

On the other hand, not all companies or organizations can create a brand with the founder(s) on the front lines.

This may be for privacy’s sake. Or most likely due to the fact that not every company can survive on a brand based on any one person or group.

The question here, therefore, is, “What do I do if my brand is not, can not, or will not be based upon me?”

There is trickery and mastery all in one when it comes to a brand you create that is separate from your personal life. To cut to the chase, a brand can never not include those that make it. It’s completely impossible. Even the designer has a hand in the events that occur when creating a brand, whether recognized or not. They consult, ideate, and create what you tell them you want and what they know you need. Your brand is somewhat a part of you and those that create it, whether intentional or unintentional.

So the answer to the question of whether your brand should include you is this:

Your brand will include some of you, whether it’s a brand after you yourself, or after the company you founded. How much of you – how much you influence, insert, and impose of yourself on your brand – that is where the line should be drawn and never crossed. Not because you aren’t important to your brand, but because it’s important for your brand to be itself without you.

Think about it this way: If you want your brand to hold its own without your face attached to its every move, it is important to center your brand on something other than yourself.

Take a look at Lincoln. They’ve put a face to their brand. It’s not the face of the founder, or the designer, or anyone in the company for that matter. Why? Well, number one, no one at Lincoln is Matthew McConaughey. Let’s just get that out of the way. Number two, their face obviously wouldn’t do the trick. They chose someone already in the spotlight with the type of class they wanted to portray, and struck a deal. More complicated than that, but that’s the bottom line.

I don’t think everyone needs an actual face to pair with their brand; however, they need a personality.

Lincoln just so happened to score both, currently.

No matter what you choose to do to portray your brand – an actual person, (which is also in fact a personality) or merely a personality – make every decision a conscious one. Every move intentional. Every piece a reflection of your brand.

In order to do this, there is no cookie-cutter answer. Every brand is and should be different. Even if they’re in the same field, a brand must be unique in order to be noticed and profitable. They must have a differentiator. The road to figuring all of this out for your brand can be scary, long and hard. But, hopefully the following will make it a bit easier. I’ll share with you what I’ve done in the past to set my brand straight. You can also read this post for greater detail on the transformation, and head on over to my website to read more about Radiant Rose. If you need help, email me for support. It’s always nice to have someone to talk to that’s been-there-done-that!


brining out the better in you and your brand (infographic) + Radiant Rumble Blog


The successful brands that are centered on one person or personality have gotten there very carefully, strategically and intentionally. Decide which way your brand needs to go (even more so than the way you want it to go) and head that way – even if it means starting from scratch. It can be done, just ask me.

Comment if you have questions or additions!

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How much of yourself to include in your brand + Bringing out the better in both (Infographic)

What I’ve Learned from the Most Recent Schwan’s Brand Evolution

Schwan's Brand Evolution + Lessons To Learn From It + Radiant Rumble Blog

Growing up, I lived in a neighborhood that Schwan’s food trucks frequented. I remember the distinct yellow truck, with the schwan on the side, and the “swooshy” font that spelled the name. I remember when it would drive by, seemingly every week, and when it didn’t come for what felt like forever. I also remember the excitement that came when it would stop in front of our house, and the “aw, man!” that occurred (out loud, too) when it would pass us up.

At times I thought the Schwan’s salesmen just came up to the door, asking if we needed anything, and other times I knew they were delivering an order my Mom had made. Either way, I always wondered why they didn’t stop every time I saw them. I wanted what all kids scream for… Ice cream!

I know that perceptions of time and actuality of events are sometimes skewed in memory from childhood to adulthood; however, one thing I’m certain of is that I viewed the Schwan’s truck as THE ice cream truck of our neighborhood. I think I remember an actual ice cream truck in our neighborhood literally once or twice, music and all. But Schwan’s? They were a childhood staple. They were considered the best, and I’d take the Schwan’s truck over a regular ol’ ice cream truck any day. Call it advertising to the true customer peeking out the window!

Fast forward to today (I’ve moved a few times since my childhood neighborhood), and I hadn’t heard of or seen a Schwan’s truck in years. I had wondered what ever happened to them, but honestly chalked it up to one of three things:

1) They went out of business.
2) Their trucks weren’t running around anymore because home delivery was a lost art.
3) They just didn’t sell well in the area I lived.

It really had never occurred to me to look them up!

Then one day, a newly branded Schwan’s truck pulled out of a neighborhood ahead of me while on my way home from work. I literally said out loud to myself, “Is that a Schwan’s truck?!” I was honestly surprised. Seeing that truck definitely brought back some great childhood memories, and a certain sort of pride that they’re still around – possibly making other children’s days brighter with ice cream, just like when I was little.

I immediately noticed a new truck design, and a new logo. Then MANY thoughts arose:

Why the new brand? They even changed the actual Schwan image on the logo. With the detailed wings. And the “shwooshy” font. Why change what was, to me, such an iconic symbol? What. The. Heck. And is that a different yellow, too?!

As soon as I got home, I Googled “Schwan’s trucks”, and found their new-to-me logo and truck wrap design, along with their matching website. I analyzed it, then decided to find the old branding and trucks from my childhood memories, and conducted a comparison. It was different, but it definitely was not the same.

Then the thought crossed my mind that even I have undergone my own brand evolutions, in the much shorter-lived life of my company. In all reality, every brand has to change at some point in order to live in this highly competitive world of capturing the consumer’s attention – and gaining results from that attention. It’s not that I expected them to stay the same so much as keep the nostalgic feeling created for me when I was a child.

Digging deeper, I found that Schwan’s was more than the ice cream truck I remember as a child; they actually own some well-known brands that are available in local grocery stores. I also learned that they’ve definitely had their ups and downs over the years. But the one thing that remains the same with the new look? Schwan’s is dearly keeping the tradition that brought them to life in the first place: Home Service Food Delivery.

Schwan’s wasn’t trying to create a new brand for itself in order to lose the customers it once had and follow a different path. Schwan’s rebranded in order to keep the loyal customers, and gain new ones, all the while forging the same path within the same market they had been serving since that life-changing delivery in 1952.

Of course, there have been other designs of the brand since opening Schwan’s Dairy in 1948; however, the branding I’m referring to is the two most recent renditions. If you’re wondering what the big deal is, see the transformation below.
Schwan's Brand Evolution + Radiant Rumble Blog

There are definitely lessons to be learned from this evolution:

#1. Relevancy requires effort and change.

#2. Traditions and values worth keeping require clear focus and determination.

#3. Great people equal great processes and products, which equal great results.

Schwan’s obviously wants to keep its doors open, doing the same thing they’ve always done in process. This new brand just means that they saw the need to update their image in order to stay the course, and it was most likely reluctantly done on some level. Letting go of the past and trekking into the future takes guts, but it’s admirable when done correctly.

If you’re older or don’t feel the same nostalgia from Schwan’s that I do, you’re not going to get the fact that I was pleasantly surprised with my findings. The Schwan’s brand definitely has reason to be proud of where they started, to where they are today, and why it matters to constantly “work hard, help one another, grow in every way, be enthusiastic and have integrity in everything that you do” (Marvin Schwan). Schwan’s probably wouldn’t be here if it weren’t for that mindset.

Now… Ice cream, anyone?

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What I’ve Learned from the Most Recent Schwan’s Brand Evolution

Is Your Brand Getting The Point Across? (How to Perform a Brand Breakdown)

Is Your Brand Getting The Point Across? (How to Perform a Brand Breakdown)
Branding looks different for everyone. Whether in the same field or completely different parks, your company’s mission is never the same as the next. That’s really the beauty and downfall of branding: it can be whatever you want it to be. Whatever. This can also play a factor in why a brand does or does not succeed. Sometimes a brand is brought forth in creativity, consistency, and cohesiveness… and sometimes it is brought forth in absence of creativity, consistency and cohesiveness.

Because of this, the question may arise, and often does, as to why some have a hard time getting their brand across to customers – and the public in general. The answer could be many things – from competition, to marketing strategy, to budget. However, the answer could also be much less complex than you might think. The answer to your branding woes may just be one breakdown away. @rrcreates

“Why is my brand so hard for people to get?”

“Why can’t I or my employees speak clearly about my company?”

“Why is everything that is created for my business so hap-hazard, not consistent?”

If you find yourself asking a variation of the above questions, you may need to break your brand down. A Brand Breakdown is just that: getting to the finest detail, asking honest questions and putting a microscope on your brand in order to get to the bottom of what makes it tick and why. Performing a Brand Breakdown is not necessarily fun, but it can be extremely rewarding. If you’d like to examine where your brand currently resides on the scale of effectivity, look no further, your Brand Breakdown awaits…

Try to honestly answer and address these questions and statements. If you do make time to address this, results will follow – and if you do it now, they’ll come sooner rather than later.


DO THIS: Mission Statement
What is your Mission Statement, Company Creed, or whatever you’ve decided to call it (besides tagline, this is deeper than that)?

TO ACCOMPLISH THAT:
+ Convey why your company exists, thus converting customers and employees into believing what you have to offer is both reasonably needed and wanted – all in a very specific, yet relatively short statement.

If you can’t clearly state it on paper, or say it in 60 seconds or less, you’re either confusing, boring, or otherwise losing the attention of your audience and potential customers. One way to know whether your brand is getting the point you want across, is to…


DO THIS: Survey Non-Customers
Survey non-customers, people you don’t know, about their thoughts on your brand. The grocery store or your favorite coffee shop will work great. The people you ask may not have a clue when it comes to branding terminology or technicality (they may not even be your target audience), but they are the general public that will be viewing your brand, so it needs to be clear to all, target audience or not.

TIP: Keep to those questions that ask for a specific answer, for example, the less specific “Do you like my brand?” vs. the more specific “What do think my brand lacks?”

TO ACCOMPLISH THAT:
+ Insight into those that are not your target market, and even those that are, helping you cater more to your ideal customer

+ Valuable, honest feedback from real people, in real time, that have no emotional ties to you or your brand


DO THIS: Survey Customers and Employees
Survey your own customers and employees about their thoughts on your brand… Yikes! This one could be a bit more difficult to swallow, but it could do so much to push your brand further. Current customers and employees bring a perspective from your side of the fence. They see more of what you see and know more of what you know, so their answers will hopefully be more intuitive. However, they may or may not be completely honest, and it may be hard to hear what they have to say. Just keep telling yourself, “It will be beneficial!” For additional help with this, check out this blog post on the 5 Best Ways to Get Feedback from Your Customers.

TO ACCOMPLISH THAT:
+ Knowledge of what your customers and employees actually think of your brand – good and bad

+ Ability to learn what you’re doing right and wrong with your brand, and to put a plan in place to get the desired outcome

+ Break the ice, so you can continue to survey on a regular basis (this goes for non-customers as well)


DO THIS: Survey Yourself
As you may have realized, what you know about your brand isn’t always what you convey, or how others view it. Ask yourself two questions, in this order:

Q #A. “What do I think of my brand?”
Q #B. “What do I want others to think of my brand?”

Feel free to add more questions as you see fit, but these are the main two that need answers. I recommend full sentences, as well as to write down one word per line. Be descriptive in the way of qualities, attributes and characteristics.

TO ACCOMPLISH THAT:
+ Written proof of what you want for your brand
+ Actionable content for future goals


DO THIS: Why?
Why does your brand exist (or want to exist), and what role do your customers play in that?

TO ACCOMPLISH THAT:
+ Reminder of why your brand exists and what you’re working towards
+ Actionable content for future goals
+ Possible revision/addition to your Mission Statement


Brand Breakdown: Getting to the finest detail, asking honest questions and putting a microscope on your brand in order to get to the bottom of what makes it tick and why.
Radiant Rose Creates has been at it for a while now, and to tell you the truth, it’s really never-ending. Between new things happening, additions to the company, heading different directions than we thought a year before, and honing our craft… a brand is never really complete. It’s always evolving, always adapting. Radiant Rose and Radiant Rumble will always hold true to the essence of providing valuable products and radiant content, but it’s nice to shift a bit with new ideas and further education.

If you need any help or guidance, you can always shoot us an email. Branding is hard, which is why companies like ours exist – to help you out! Thank you for following along and sharing with your friends. Give us a piece of your mind, if you’d like, cause we sure would!

Is Your Brand Getting The Point Across? (How to Perform a Brand Breakdown)

Your Brand: Questions to Ask When Your Designer Doesn’t + Special Offer!

Your Brand: Questions to Ask When Your Designer Doesn't + Radiant Rumble Blog

Yesterday was all about your brand, and rounding things out in your mind so that you can move forward in the process of creating one for your online store. From having a purpose all the way down to your brand promise, your brand – across all platforms – must be… consistent!! In order to do this, we let you in on some key questions to ask yourself when deciding on the direction you want to take your company’s image. Today, we’re going to take that one step further:

We’re gonna give you the whole questionnaire. That’s right!

It’s no secret that a great designer asks key questions before starting the process of creating ANYTHING with a client. So below, you find our Logo Exploration Form, or, Questions to Ask When Your Designer Doesn’t.

Why are we sharing this with you?

#1: You can find these questions all over the internet. But we’ve got them all in one spot.

#2: You’ll be so relieved to find that you can answer these questions all on your own time, whether you’re in the market for a graphic designer, or not. Plus, when you are, you’ll be able to impress them with these questions already answered.

#3: You know that you’re getting great information from someone that knows what they are doing.

#4: We hope you’ll come back to the blog, and share with your friends.

#5: We like helping people, and this is one way we know that we can. Simple as that.

Now…

Before we reveal the questions, we’re going to give you a change at a special offer. Never before have we done this, but we feel it’s necessary to help you make the leap to a new, amazing, cohesive, consistent BRAND. This offer is only available by a first-come-first-served basis. There are limited spots available. Here’s how it works:

#1. You are in need of either a: A) New Brand or B) Brand Overhaul + #2. You copy and email the completed questions to us = You will receive 50% off your New Brand or Brand Overhaul with Radiant Rose Creates.

How about that equation!

Now, get on it. We’ll be waiting for your email! **Remember, this offer is limited**


Brand Exploration Form from Radiant Rose Creates
Brand Exploration Form Company name? (Give full, correctly spelled and spaced company name, as you want it to appear on your logo)

Tag line?

Describe your services / products:

What are your company goals?

Why do you want a new logo / what do you want it to accomplish?

Who are your main competitors? (Include website(s) if available)

How are you different from your competitors?

Who will your brand attract (target market)?

What do they value?

What are their needs (that you/your business can fulfill)?

What is their perception of you/your business (convenient, innovative, trendy, helpful, quick, etc.)?

List 3-5 words your brand should exemplify:

What is your brand’s purpose?

What is your brand’s story?

What core values drive your brand?

What are your differentiators?

What is your brand “promise”?

What feeling or message do you want your logo to convey?

How do you prefer your logo to be worded/written out? (Image only, image w/ name & tagline, etc.)

Do you have any specific imagery in mind for your logo?

Color preferences or existing brand colors?

Colors you do NOT want to use?

Typography choice? (Bold, script, dainty, etc.)

Deadline?

Budget?

Do you want additional services to be packaged with your new logo? (Business cards, stationary, etc.)

What logos appeal to you, and why? (Email examples to create@radiantrosecreates.com, send Pins, etc.)

How would you define a successful outcome for this project?


Have fun!

Your Brand: Questions to Ask When Your Designer Doesn’t + Special Offer!

Creating A Brand For Your Online Store + 10 Questions to Ask Yourself

Creating A Brand For Your Online Store + 10 Questions to Ask Yourself + Radiant Rumble Blog

Apple. Coke. Caterpillar. Heinz. KitchenAid. Lego. Shell. Starbucks.

What comes to mind… first? It’s not the machinery, amazing appliances, or taste. Sure, those eventually arise, but in all reality, what’s the first phrase or image that comes up before the product itself? The sleek apple, the iconic red script, the bright yellow and red shell… then the taste, the smell, the look, the feeling. And that’s exactly where the they want you.

The psychology behind why the largest companies do what they do comes down to one simple word: brand. And they sell it to you, to me, to the world – if only for a second, or for a hundred years. Why is Disney so successful? It’s not because of the television shows or the theme parks. It’s that “Magical Experience”. Companies behind brands have spent millions to figure out that consumers not only want to be sold a great product at an amazing value, but consumers want to be sold an experience.

Say you have a great product at an amazing value. Or you don’t. Either way, you want to open an online store that sells to the consumer, and sells well. How do you begin to do that? How does a website gain traction, traffic, and earn an income? The first step comes in the form of your brand. From the logo, to the color, to the typeface to the verbiage, it all has to be consistent, inviting, and create a feeling within your consumer. Whatever that feeling may be, you get to decide, but it must coincide with your brand standards and vision.

What are your brand standards and vision? What are you trying to achieve with your brand? What’s the meaning behind the purpose? If what you want for your brand isn’t heard, felt, or seen by others, there’s something wrong. Not only will your brand fail (your company is another story, we’re just talking about image here) but there will be a disconnect between you and your clients, as well as you and your employees.

So, let’s take a moment to break some things down. In order to strive for brand awareness, your brand must…

Have A Purpose
Why use that color, or that font, or those graphics? Branding is all about providing an image to the name for your customers. Why do you think that check mark comes to mind when you think of Nike? Or their infamous slogan, “Just Do It”? It’s not because the image or the slogan is anything special on their own; it’s because the Nike brand as a whole has made it special – through word and deed. Give everything (through word and deed) a consistent purpose, and you’ll soon find things coinciding and colliding to create a strong brand for your audience.

Use YOU To Your Advantage
What makes you and your company unique? Capitalize on it. Even if your company isn’t named after you, you’re still the head honcho, and your passion, if nothing else, should show through. Take Tom’s shoes, for example. Their main focus isn’t selling shoes, it is their One for One program: You buy a pair, they give a pair. Simple as that. On top of being unique in product (yes, there are copycats), they’re also unique in promotion and business model. You may not be in the market to give your products away, but you get the idea.

Follow The Process
You can’t expect to wake up one day and have it all figured out. When creating your brand, there is a process to go through to help you decide what to do next. From brainstorming, to visualizations, to slogans, to the background story, it all has to come together to make one clear and cohesive brand. Without the process, you’ll end up doing this backwards and side-to-side, until you – much less your audience – don’t even understand your own brand. What’s this so-called process? At Radiant Rose we have a handy-dandy List of Questions. That’s right! Nothing too complicated, nothing too hard, just a simple Q & A session we have with our clients to get their minds working before we get one step into the process. This helps us help you. Sometimes the client doesn’t always know what they want, so our job is to get it out of them! To get the ball rolling for you, we’ve listed some of our best. Read below for questions to ask yourself when creating your brand:

1. Who will your brand attract (both customers and employees)?

2. What do they value?

3. What are their needs? (That you/your business can fulfill)

4. What is their perception of you/your business? (Convenient, innovative, trendy, helpful, quick, etc.)

5. List 3-5 words you want your brand to exemplify. (What is it’s “personality”?)

6. What is your brand’s purpose (this could also be your tagline)?

7. What is your brand story?

8. What core values drive your brand?

9. What is/are your differentiators?

10. What is your brand “promise”?

Are you able to answer all of those? If not, we can help. If so, we can also help with that. Give us a ring; we’d love to start branding your company from the inside out.

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Creating A Brand For Your Online Store + 10 Questions to Ask Yourself