There are numerous articles about branding, plus it doesn’t take very long to locate a great piece on the web. A lot of people consider branding as “mystical mumbo jumbo.” While I think seo agency is a component magic, I believe that it’s also practical no nonsense stuff you learn from experience. As I learned yesterday, branding in it’s simplest form, is simply to deliver meaning and understanding.
I invited my colleague, Rudy Manning, of Pastilla Institute, a brand name and Design Agency in Pasadena, out to lunch yesterday. I wanted to talk to him about his agency, what valuable lessons he’s learned, and what struggles and advice he had. I’m in a point where I’m looking at the things I do and wondering basically if i should pivot; I’m wondering the way i arrive at that elusive “next level.” It ends up lots of people have solutions to those questions, and many them haven’t “been there.” I needed to speak to somebody who has. That’s Rudy, and that i wanted to listen to his story and share my takeaways.
One of the primary things Rudy understood was he needed to pay attention to what he enjoyed, what he did well. So he reduce many of the things he didn’t would like to hang out doing, or he found partners to deal with those tasks. Whatever the truth is that you enjoy, or even the thing that can bring within the most revenue is a great starting place when selecting where you should focus your time.
I am not a fan of Cheesecake Factory. After all, sure, I really like the cheesecakes. However their menu can be a book. There are plenty of options! Exactly why is there countless options? They obviously would like to entice an array of tastes. Right? Having options isn’t necessarily bad, although the amount of choice often delays making decisions and, I feel, has led to our culture of our desire to find the best this or even the best that. You just need to know what’s good and move ahead.
A tremendous selection or inventory doesn’t mean much if all you want is actually a damn good slice of pizza. In professional services, web, design, consulting, etc., I see plenty of “full service” agencies offering every service in the sunshine. Many agencies handle this well, many times they generate partners to help with specific things. There’s no problem with this. However I do think an agency loses sight of what’s most critical and what makes them unique once they pack on “all the things” to offer you their clients.
In-n-Out includes a small menu. Burger, Cheeseburger, and the revered Double Double. They already have fries, too, as well as the obligatory beverage selection. They serve a significant burger and also have done it that way since forever, and it works. Their simplicity in menu selection affects all facets of their business. Their cooks know precisely what they’re cooking, so quality is much more consistent. Inventory issues aren’t anything they have to be concerned about simply because they don’t have a variety of weird things to maintain. Meat, cheese, buns, and the fixins. That’s it. It eliminates confusion by the staff all along the chain. It instills confidence with their customers since they trust that consistency every visit.
One thing that Rudy distributed to me was how much thought he put in how he wanted people to perceive his business. It began with him asking me: “What kinds of projects and 28dexnpky are you dealing with?” I do plenty of small and mid-size business projects. He asked: “Do you would like to move up-market?” I actually do, needless to say. But I shouldn’t ignore what has taken me to where I am just now.
My biggest takeaway was how Rudy changed the complexion of his business by only changing the language in the company’s name. He changed it from Pastilla Design Studio to Pastilla Institute. I understand it’s more than simply the words, it’s also the attitude, and it’s also how one conducts themselves being a business representative in front and rear.
Say those words to yourself. Each name invokes different feelings and ideas. For me personally, after i was thinking of these names, Pastilla Institute immediately instilled confidence and professionalism; it taught me to feel that they did “big work.” And they do big work, with clients like SAP and Microsoft. The only thing Rudy did would be to change the words, along with that change, he launched a different form of brand.
He didn’t start to get bigger clients overnight, mind you. But it was the starting of how he positioned himself as a brand design studio, and therefore would inform his future engagements, which he still was required to hustle just for like anybody else.
Show patience, trusting your gut, and get do I need that bigger office? Do I need more staff now? etc. etc. Branding is just as much about how exactly you steer your ship internally as it is about the name on the business card. Branding is trust and trust will be the gooey stuff on the inside of a name.
I don’t spend enough time thinking about the mechanics or even the root information of branding, but after lunch, with Rudy, I can say I consider it much more differently than I did so before.