Big is your dream or vision.

Big is unconcerned with size.

Big is branding with integrity.

Big is your passion.

Big is marketing with honesty.

Possibilities are big.

Creating is big.

Thinking is big.

Acting is the bigger next step.

What are you dreaming/creating/thinking/doing?

I finally emerged, triumphant, a little angry, with a broader perspective, more compassion, and ultimately a different person. The anger eventually subsided.

When I started writing this blog I wanted to share experiences about virtually all of the services I regularly perform for clients. Then I wrote some reviews and observations, and wrote more about general business, until finally the focus on branding and marketing was all but gone.

When I finally regained my full health, I began writing again, but with a whole new level of focus. At some point late last year, it occurred to me that I didn’t need to write about every business experience. I no longer had a desire to write critiques of lectures and other people’s work. There’s plenty of that out there already. I wanted to write something profoundly positive that would help people learn and grow.

Yesterday, I launched a new blog aimed at inspiring people to think differently about their brands. It’s called Branding Revolution.

I’ll be writing about small business branding, personal branding, brand development, how to find meaning in your brand, how your brand fits into your marketing, and a whole lot more. Every post will be focused squarely on brands and the process of branding. Current posts include a series on how to find a great graphic designer, personal branding, and more.

Branding can be the most boring of topics if you think of it only in terms of business branding. For instance, a house-mom (or dad) would have little interest in branding. But personal branding is a whole different beast. Personal branding is, well, personal. It opens the doors to the experiences that shape us as people. When you start opening those doors and seeing what is behind them, it’s pretty fascinating stuff. It can be profound and life-changing.

If you can’t tell, I’m super excited about Branding Revolution. I hope you will come over to the new blog to learn and share your experiences.

Just as a brand is a constantly developing and evolving entity, so too is Branding Revolution. I will be chronicling the development of my own personal brand as an example. If you would like to be featured in a similar capacity, shoot me an email and tell me a bit about your story.

I’ll still be posting articles here on KellyHobkirk.com too, yet this site is going to undergo a major redesign soon. The focus will narrow for sure. Keep your eyes peeled.

Thanks for reading.

Thing is, advertising is not manipulative in the least. In fact, people actually value advertising as part of their daily lives, more so now than ever before.

All advertising mediums are completely optional. Without the branding and adverts that people love to complain about, none of the mediums would exist. Advertising pays for the entertainment we treasure and learn from. Advertising is a win-win for everyone. You get your entertainment, the advertiser gets a great response (when they do it right), and the medium – be it a tv program, magazine, website, or whateva’ – continues. Win-win-win, in fact.

Do you watch movie previews? They’re adverts. Do you ever see a movie preview that entices you to go see another movie? That’s an advert that worked the moment you paid for the next ticket. If the movie previews annoy you, you are free to look away or come in just in time for the feature. I usually see a packed theater during the previews.

The same choice to look away or simply not engage applies to every other advertising medium that exists. Try thinking about advertising like this: Advertising pays for the entertainment you love. Which forms of entertainment do you love? What types of advertising are bringing that value to you?

What did surprise me, however, is that fully half of the students felt that they are not manipulated at all. Instead they felt while businesses can effectively market themselves in very visible ways, each person has choices about what to buy and which mediums to view. My point exactly!

The students liked the idea of defining their personal brands. The teacher liked it so much in fact that she suggested making it into a class project.

It was a nice way to spend an hour and great to connect with some smart, passionate young adults.

How do you make your customers feel after they tell you what they want? Your reaction has a huge impact on their perception of you, and on how they remember you and your brand.

Customer service is one of the most important aspects of your brand. That’s right, your brand. The way we treat people is a monumental core component of how people perceive us. As we all know, perception becomes reality. Our job as business owners and brand lovers is to guide perception in every genuine way possible.

Clients often have great ideas, but sometimes, their ideas are out of touch with their target market, or just plain wrong. The ability to smile in the face of a weak concept is paramount to successful client relationships. I always try to make my customers feel like they are right, even when they are wrong, sometimes horribly wrong. Here is my approach:

1. Do what the client asks. Even if it is detrimental to their business – even if it makes me pull my armpit hairs (I have no hair on my head) out by the roots – I always do what the client asks. If budget and time allow for it, I provide an excellent execution of what the client asked for, along with a stronger alternative. Upon seeing the results of their request, business-savvy clients will usually choose the best approach, even if it is ultimately not the concept or end-product they originally asked for. When a client sees that their concept is not really what they were after, and I present a stronger alternative, they are happy to pay for some additional work because they know that I did exactly what they requested, then I went the extra mile to deliver a great solution.

2. Do your best. Whether we are working on our own idea or a client’s idea, putting forth our best effort will always reap rewards in one way or another. Holding back does nothing for anyone. Showing the client our best work and hard efforts will usually pay dividends. Don’t try to save the best concept for the next project, or you may not ever get the chance to show it.

3. Give the client the credit. Do your clients ever try to take credit for your ideas? Mine do, all the time. Give clients the credit when they have a great idea. Make them feel like they came up with a great idea. After all, we would not have their business if they had not had a great idea in the first place. If a client tries to take credit for your great idea, sock them in the ear. Ha! Just seeing if you are paying attention. (Don’t ever punch clients.) When clients try to take the credit, gently remind them of your value or your idea, but ultimately, let them steal the five second spotlight if they insist. What would you rather have, the credit or the business? I’m not saying you should let your clients walk all over you, but it’s not hard to strike a balance that will keep you both happy.

4. Ask questions. Listen to your clients when they are talking. If a client says something that is just plain wrong, what do you do? Tell them they’re wrong? Hell no! Did you correct your grandma when she mispronounced a word? If you did, she probably hit you over the head with a rolled up TV Guide or National Enquirer. The customer is always right. (As is the grandma.) When a customer says something that without a doubt is wrong as wrong can be, I ask questions. We know our stuff, but hey! Our clients know their businesses better than anyone. Why risk pissing off a client by telling them that they are wrong? When we ask questions and give them their due attention, we learn important little clues about what makes them tick. That gives us fuel for promoting their company and for providing better value.

5. Involve the client in the process. The more involved a client is in the work, the more invested they will be. They will understand why we chose certain paths or made particular decisions. They will have less questions and more confidence in what we are doing. When they see the results of our work, our clients have a greater understanding of how and why our work is so effective. Involving the client in the process builds trust. Their is no greater gift to be granted than that. Well, a fat check is always nice too.

6. Pay attention! This is so important that it bears repeating. Listen to your clients when they are speaking. Have you ever had a client who had the attention span of a peanut? I have. These are the ones who can’t go five minutes without taking a call on their cell. You have to imagine that these folks were about to spontaneously combust before cell phones existed. Here again though, they can interrupt our meetings any time they want. If they choose to use meeting time on the cell, that’s their choice. Where am I going with this? Clients endowed with a short attention span tend to pack the really meaningful parts of their conversation into short snippets that can only be caught if you are paying close attention at all times. It doesn’t kill me to rivet my attention on a client for two hours. What kills my business is if I don’t pay attention during the critical moments where I need to learn about the client and their business.

7. Wrong can be right. Always look for the genius in your clients’ ideas. Sometimes I find myself kicking and screaming and cursing and moaning (silently of course) when a client forces me to pursue a concept that I know at the very core of my branding being is just wrong wrong wrong! But walk the path I must because my client is devoted to their idea and its birth into the light of day. I explore, I curse some more, and then something magical occurs as I relax and let my stubborn branding ego fall off the corner of the table. Their bad, wrong idea gives birth to a new concept, something strong and true and right that gives meaning to life and shines like a smile on the sun. In reality, client ideas are all born with the best of intentions. Sometimes a client’s concept might seem too simple or just plain boring, but there is a reason their mind went there. They want to say something, but their creative expression may not be getting at the underlying concept. That’s why they have us. When a client clings to a concept that appears to have no deep creative value, rather than rejecting it, look for the genius in it. Often times a client just needs to see a great execution of their bad idea to see that it was really not what they wanted at all. But even there, your great work will lead to the next round and can serve as a springboard for opening the client’s mind.

8. Buy yourself a shoulder to cry on.

9. Throw a private temper tantrum. Another tact to consider when a client presses you to explore a poor concept is to go ahead and stamp your feet, wave your arms, and yell obscenities. Do it all you want, but make sure you do it solo, in the privacy of your own sound-proof office. When you’re done, give the customer what they want.

10. Know when to say when. If every idea your client has makes you grit your teeth so hard they shatter, it’s probably time to refer your client to someone else. Teeth are hard to come by. Remember, though, that good clients are just as hard to come by. Sometimes letting go of a client is the best move for both of you.

Ultimately, every client comes equipped with their own set of rules. You need only decide if you want to play by those rules. I find that by always keeping this in mind, my average client relationships last over 10 years. Maybe it will help you too.

How do you keep customers happy? Have something to add to the list? Please post a comment!

I get sample packets all the time from printers wanting to become a primary supplier. They generally send their very best work, all contained in a sleek package. If the work is impressive, I keep the samples, file the card, and give the printer a shot on some quote requests. However, if the samples are lackluster, they make their way swiftly to the round file, and I remember them only for their poor quality.

Online printers don’t get it
I recently received a packet from a large online printer. I requested samples of postcards, business cards, brochures, and other identity materials. The packet I received contained only a few business cards, one of which had an ink smudge across the logo, and three identical postcards. All of the samples were poorly printed. The packet also included a form letter with a typo and two sentences that failed to make any sense whatsoever. One of those sentences happens to also be their tag line. The printer did not even bother to enclose their own business card. This company claimed to be able to help me with my marketing. As if!

The cheapest printing is often the most expensive
Another well-known online printer is staffed by customer service reps who know nothing about printing. They are nothing more than human, script-reading order takers. They cannot answer any questions about printing, nor can they offer meaningful advice about utilizing their own processes. I recently got a shipping quote from them that was less than one-third of the correct shipping cost. While submitting the order, I discovered their error, called them, sat on hold for 15 minutes, and was finally told, “Oh, sorry we got that wrong, but there is nothing we can do about that.” After 45 minutes of discussion with a manager, they decided that they would eat the difference, but only if I chose a slower shipping method. Net savings by trying the online printer: $186, a loss of three days, and an apology to our client (even though the client insisted on that printer).

Be sure to consider all factors
Large and small clients alike are telling us with increasing frequency that they want the cheapest printing available. They usually do not take into account that online printers charge for shipping. When you consider the lower quality, shipping costs, and poor service, it is usually better to stick with a local printer and pay a little more. The difference in quality will often be paid for by the first resulting sale.

There is no better way to ensure that the good money you just spent on developing a handsome brochure, or a striking identity is wasted than by hiring the cheapest printer. There are literally dozens of factors to consider when choosing a printer. Pricing generally slots in about four rungs down the ladder, after experience, quality, and service.

Budget for success
If you put off setting a budget until you are ready to go to press, you are sure to have a giant headache looming. If you set your budget before the project gets started, you will have a final design that will meet both your budgetary needs and printing requirements.

Use your designer to order your printing
Leave it to your graphic designer to choose the right printing source for the project. An experienced designer who has purchased printing for many years will know the right printers for each type of job. Designers are experienced with proofing stages, and they can catch common printer errors that clients often miss. While it may seem easy to write those things off, keep in mind that the little details that designers obsess over are the very things that make your marketing communications more effective. If you let details slip through the cracks, your marketing will be less effective. Also, while special cuts such as rounded corners may look cool, aesthetic decisions are best implemented as part of a design. Gratuitous effects rarely improve the effectiveness of marketing materials.

Here’s a quick checklist that will help you get the printing you need every time. This checklist will help you understand what is involved in good printing and why it is so critical to the success of your marketing communications.

10.5 Things to Check Before Hiring a Printer

1. Budget: Set a reasonable and realistic printing budget that fits with your goals before your piece is designed.

2. Print Quality: Ask printers for a sample packet. If the samples contain obvious mistakes such as ink smudges, or if the colors are not properly registered, or the color is inconsistent, find another printer.

3. Service: Make sure there is a high level of service. A printer who has low or no service doesn’t understand that printing is a service industry. Online printers are especially guilty of this. If you have to spend fifteen minutes on hold to get an answer to a one-minute question, that’s a waste of your time, and ultimately, your money. The more time the printer wastes, the less actual value their low prices offer. Use local printers whenever possible.

4. Price: Make sure that you get the best quality for your money. Upon receiving the quote, make sure that the printer has followed your specifications correctly. They sometimes miss small details that can make large differences in quotes. Keep in mind that printing specifications are sometimes quite complex, and the best estimators are human. Keep your cool when asking for corrections.

5. Quantity, part 1: Always get quotes from at least three different printers. The quotes you get may surprise you. Since different print jobs fit best on different types of presses, you may find that the prices are all over the board. If a printer really wants your business, they will sometimes price the first job very low. If the quote is too low in comparison to the rest of the quotes, that is often a red flag. If a high-end printer’s quote is way out of your budget, the job is probably not a good fit for that printer. If the prices are consistent across the board, pick the one from the rep that gives you the best service.

5.5. Quantity, part 2: The unit cost on most printed pieces will go dramatically down as the quantity goes up. If you have more and you paid less, you are more likely to hand out your communications more liberally. For obvious reasons, this is a good thing. If you can afford more, get more, but do not sacrifice quality for a higher quantity. Avoid going one step up and two steps back.

6. Delivery: Does the printer deliver? What is the cost of delivery? Local delivery is sometimes free. Online printers charge what UPS charges, plus a markup. Printed goods are heavy, so count on adding a significant shipping charge to your online price. If you need it online and fast, you need it expensive.

Additional checklist for designers:

7. Planning: Allow enough time to make sure that you can do all of these things without jeopardizing your deadline, and without making impossible demands of your printer. To borrow a saying from one of my best printers: Want it bad? Get it bad.(TM) (Of course, they always deliver excellent quality.) Local printers can sometimes move your job up in the schedule, but be aware that there is sometimes a charge for that service.

8. Stick to Your Guns: If a printer tells you that your design is too difficult, find another printer. Not every job is a good fit for every printer. Printers are generally hungry by nature, and they hate turning away work. They will often try to get designers to change a design to better fit their press. Do not give in to that pressure. Stick to your guns. A knowledgeable printer is qualified to make good suggestions for improving a piece, but they sometimes overstep their territory to the detriment of the marketing piece. If you know your stuff, you will know the difference between a good and bad suggestion. If they go too far, hold firm or find another printer. I can’t stress enough the importance of this. It truly can make the difference between a poor or great piece and an upset or happy customer.

9. Double-Check Your Art: If you are getting spot color printing, make sure you have used spot colors. If, on the other hand, you have used CMYK builds, make sure that you have used proper builds, not spot colors, or worse, RGB screen values. This may seem like an overly basic suggestion, but it is astoundingly common for printers to receive art from design firms or ad agencies who simply do not know how to properly set up their art. If the printer has to make corrections, that extra service will increase the cost of the print job, and it will often delay delivery by a day or more. If your online printer has supplied you with art templates, be sure to precisely measure their templates because they are often inaccurate. If the template is off by even a little bit, it can throw the design off balance and reduce the effectiveness of the piece.

10. Review Specifications: Review colors and papers with your client. Choose a stock that makes a strong impact and meets the budget. Good designers know which papers to specify for meeting goals and price points. If the client specifies an online printer for their business cards, make sure to tell your client that they cannot have the higher quality uncoated stocks that make the most impact because online printers do not offer them. Also, be sure to explain the extreme difference in brightness between many spot and process colors (oranges and blues, for example), and that spot and process colors will most often not precisely match. If you are using metallic inks, be absolutely certain to show your client a swatch prior to printing, as they are often unaware of the muted nature of metallics. If you are using any special printing effects, show an example.

A few words about cheap business cards
Avoid using online business card template designs and printers who offer free cards that fail to include your logo. Using cards such as these to make a first impression is detrimental to your business every single time. A generic card will not set you apart in any way. You don’t need to spend a fortune on your printing if you don’t have the budget, but if you haven’t got $200 to spend on your business cards, you may want to rethink your marketing strategy anyway. Even if your business is an online business, and you rarely hand out cards, spring for a good design and some decent printing, and you will find it to be worth its weight in gold. It can take months to build your credibility, but it takes only one cheap business card to undermine that credibility in the eyes of a prospective client. Are you a fly-by-night company or an established professional? Your business card will succinctly answer that question.

Make your printing a strong link
High quality printing defines an important part in the difference between acceptable and high-impact, memorable corporate identity, branding, and marketing communications. If you consider your printing to be a critical link in the chain, you will help ensure that your marketing communications will get the maximum return on investment.

‘How the heck,’ you may be asking yourself, ‘does a blue jay hiding a durned nut relate to branding and marketing?’ Well, I’ll tell you.

Blue jays are all very similar looking to a non-Audubon Society onlooker like myself. Without some specific knowledge of the species, I doubt that I could distinguish one from another if my meal depended on it.

When I meet my clients for the first time, they are often a lot like that blue jay in the back yard. They are visually indistinguishable from their industry peers, and they are usually hiding their best treasures. Like the blue jay, the messaging in their marketing doesn’t speak to humans.

‘What do you mean by that, Hobkirk?’ you think as your forehead rumples.

I’ll spell it out:
• Companies often lack a distinguishing, clear, meaningful corporate identity.
• Their best qualities are usually not communicated to their ideal target market. (In fact, they often have not clearly defined their ideal target market.)
• The messages in their advertising and marketing typically do not speak to the people in their target market, and their tag lines are often meaningless.
• Their treasures have been buried so long that they no longer know what they are or where to find them.
• They often lack a clear understanding of how their identity, brand, branding, advertising, and marketing can converge to keep their peers from stealing the show.

Instead of leveraging their identity, values, and brand to make connections with their target markets, most businesses, large and small alike, leave (and sometimes create) stark disconnects at nearly every point of marketing communication. What happens when a disconnect occurs? Your prospective or existing customer moves on to someone else. That doesn’t sound very appealing, does it?

Every small business can and should employ the same tactics and tools that large businesses use to market themselves. Small businesses often rely on the time-honored excuse that they haven’t got the budget for professional branding and marketing. There are now plenty of options available for attaining affordable brand development and marketing planning, so let’s bury that excuse next to the nut. Or they whine, “I hate marketing.” If you hate marketing, hire someone you can trust to do it for you. Better yet, hire someone who can actually convince you that branding and marketing are fun. Or, close your doors and go look for a job.

How can you avoid having a squirrel steal your customers?! How can you make sure that you are connecting with your clients using compelling messages at every opportunity? Where are these opportunities?

Hint: Marketing opportunities are happening to you every single day. Ring me up. I love talking about this stuff. Meanwhile, I’ll be out back moving sticks around, while trying to figure out where the blue jay got a hazelnut this time of year.

All members of the free-to-join Biznik.com are welcome to come. All the details are here. Biznik is known for affordable, high-value events, and this workshop is no exception. Come see branding take center stage at this historic Seattle landmark.