Use Your Office/Retail Space To Gain Brand Loyal Customers

By | Branding, Business, Design | No Comments
Shopping used to be simple. Growing up, It didn’t matter to my parents if you needed a new TV or if you needed to get a coffee; you found a product that you liked, at a reasonable price, with good quality and you purchased it. If your purchase experience was positive, you’d most likely return. However, if a competitor had a similar product for a cheaper price. Nine times out of ten, my parents were going to jump ship and change retailers.
In recent months, I’ve noticed myself returning to the same places over and over again. The same bars, restaurants and stores. I assumed it was for the same subjective reasons as my parents. Being in brand development, I wanted to dissect my mind and think about why that was. I discovered that it wasn’t the price or the convenience. Instead it relied all on the impression of the environment and the quality of product.
Every time I walked into a bar/restaurant with a well thought out environment that was physically and emotionally reflective of their brand image, I found myself understanding the message of that brand. It made an impactful impression from that moment on. Thinking about the environmental branding of your brick and mortar space is the first step to tackling objectives in your potential buyers mind. Business are more successful when EVERY aspect of their business is well thought out. Think of your space like your appearance on a first date. You should shine your shoes, iron your clothes, brush your teeth & do your hair, for starters. It should reflect who you are.
Environmental branding has a direct “first impression” impact on your customers. So what exactly am I talking about when I say “Environmental Design?” I’m talking about the color of your walls, the material and layout of your furniture. The uniform of your staff if that applies. The decorations and art. The lighting fixtures, all the way down to the kelvin temperature of your bulbs, etc.  This shit really does matter.
So if you think your business needs to work on it’s environmental branding, it probably does. Start by finding the pain points in your space and remember, simple is better. It’s about being objective and putting yourself in your clients shoes. Never assume what they’ll care about. Hire a branding expert or look up environmental design inspiration on Pinterest. Get ideas, get creative & get money. And remember- brands drive value.

How Brand Image Affects Your Bottom Line

By | Branding, Business, Design | No Comments
Flashback 70 years ago. The “Mad-Men” era when the quality of your product or service was all it took to own a successful business. From coffee to cigarettes, these everyday products have come to define modern marketing. Marketing budgets in corporations have transitioned from television and magazines to digital platforms like Facebook, Instagram and YouTube. Spokespeople have generally disappeared and Influencers have flooded in. Businesses have created compelling content to reach their consumers the way they want to be reached. Companies have stepped up their branding not just because it makes their companies look and feel better but because it makes them money. This shift is due to one thing, Brand Image.


Brand Image is how people feel about your brand. It’s both real and imaginary qualities your brand possess that are experienced through organic and paid strategic campaigns with a consistent theme, and is authenticated through the consumers’ direct experience.


“How does brand image make you money?”
Great brand image results in something called Brand Equity. Simply put, brand equity is how invested people are in your brand. If your brand image and brand equity have a positive correlation, that means consumers have generated a loyalty towards your business. For some companies, that loyalty is so strong that consumers will only purchase their products, completely disregarding the competition. A great example would be Apple and Samsung phone users. These brands “communicate to its customers based on what they care about. They understand that the experience is what matters, not megabytes.”




“Okay, thanks for the education but what’s the application?”
Here’s the application. Be Aware. Keep Adapting. Stay Active. Be aware of the emotion around your brand. Talk to your current and potential customers to learn your brands sentiment. Use that information to shift and adapt your brand to lead more customers to your business. That may mean you need to rebrand your business and its strategy. It could even mean that you may have to reposition your company. Lastly, stay active in the development of your brand image. As times change, so do people and their buying behaviors.


Keep up with trends and invest in good brand development. It will give your brand the competitive lift to soar above the competition and no matter which way you cut it—brands drive value.

RISE: Move Past Your Logo

By | Business, Featured
I first became mesmerized by entrepreneurship when working in my ex-husband’s family business. I learned there that it’s harder than it looks, but with strategy and grit, yes anything is possible. I also became aware that I was very good at developing a brand. Specifically: to new demographics and elevating the brand identity. Fast forward a business or two later to Crane Creatives, a brand development agency where we assist entrepreneurs in launching or developing their company.
It’s pretty amazing and inspiring that most of our clients have been female solo-entrepreneurs. They don’t have a business partner and they usually don’t have an investor. Simply armed with their talents and dreams of working for themselves. Full time or part time, they are willing to start somewhere – they just don’t know where to begin. Which is normal. Their expertise is within their field, not navigating the world of branding where initial start up costs can bankrupt before they get a foot in the door.
Should they spend money on SEO, what is their color palette, how do they market, how much should they spend, should they buy ads, are all dizzying questions for someone taking a leap into the business abyss.
We come in, give them a starting point, tools and a strategy to launch their business armed with the branding tools they require at an affordable price.
RISE is a series I wanted to create for solo entrepreneurs as a place of “lift” for those who are working their business or are attempting to launch. It is a place for discussion and empowerment, tools, advise based on experience, and most importantly, a place for direction as direction is the key for setting sail to any destination.
The basis of brand development poses questions such as: Who is your target audience? What does your company offer that is unique to the marketplace? How are you communicating to your customer base? Answers to questions such as these allow us to then tailor brand identity and marketing to connect to the consumer. In other words, strategy can only be formed when data is broken down, and the true mission of the business is fleshed out. The intention is to never alter the brand persona, only enhance based on the best opportunity for organic traction. In other words, never lie about who you are, as organic traction will be your first line of attracting business. Organic means natural/free, not paid, as most beginning entrepreneurs have minimal budgets for marketing. Organic is what consumers respond to because it is authentic.
RISE is here to encourage, assist and motivate, because at the end of the day: Nobody really gives a **** about your logo. They just don’t.