Stumbling into branding


BEFORE Branding that includes binder spine, CD cover, an ad, email newsletter, identity, web, and Twitter pages

Does this sound familiar? In the first few weeks of starting my business, I realized that I needed to brand it—starting with a business card so I could hand something out when networking. I was in a hurry so the first thing I saw that looked good to me became the inspiration for my card and by extension my brand. I think it happens this way with a lot of business owners including the marketing agency I used to work for. So don’t worry if it happened to you. It’s not your fault!

Here’s the inconsistent look of my branding before. That’s because I created the business card first and then I did an ad (see upper right) based on an early version of my website that I did from a template. So I combined the two looks in a sort of transition over to one or the other.

Get a Second Opinion

Not sure which way to take it I got a trusted second opinion and I was able to see the right path to take. Here is the after. Notice the consistent color scheme, logo treatment, graphics for the background, fonts, etc. Now I’m clear on the look of my brand and it instills confidence in my small business.

AFTER Branding that includes binder spine, CD cover, an ad, email newsletter, identity, web, and Twitter pages

If you would like the confidence that professional branding can bring to your business I am ready to help. We offer a Free consultation to help you see the possibilities!

How networking grew my business

Solutions are number one with me in my design approach. I was doing mostly postcards, ads, logos, etc. in my graphic design business a few years back. I could complete each project quite quickly and so it meant I was quickly in need of new design problems to solve!
An entrepreneur friend of mine suggested I look for leads at a networking event in Westport, CT, near where I live in New Canaan. So I went. That is where I met Hank Berkowitz of HB Publishing & Marketing Company, LLC. While I gave him my business card and learned a lot from the presenter that day, I thought nothing would come of it.

Not until two years later…

I got an email from Hank asking if I could work with him designing books and whitepapers he was helping to write for clients in the finance industry. I said, “of course!” But it meant quickly getting up to speed on that kind of long-form design I hadn’t really done since my Annual Report days early in my career. I found online courses covering the specific challenges involved and learned from some of the best book designers around. Hank proceeded over the years to send me many good referrals from prestigious Wealth Managers and well-known CPAs all over the country!
I found that I love these projects and working with this type of highly motivated client. I developed a twenty-step process to take the final manuscript in Word to the design I create in Adobe InDesign. Some are white papers of 20-30 pages. Others are hardcover books of as much as 200 pages. Some the author then sells online, while some books and white papers are given away.
Providing the exciting finished product to these professionals who had dreamed of publishing a book, sometimes for years beforehand, is a great satisfaction to me and is why I’m glad book design is a growing specialty of Pat Creedon Design, Inc. And now, whenever I think a networking opportunity won’t amount to anything, I just remember how going to that one event years ago turned out!
Let me know how networking has helped grow your business. Or if you haven’t found that it works for you what does work for you?