Out of the Gate: Don’t Be Mad If I Don’t Like Your Peaches

By | Branding, Featured, Uncategorized | No Comments


Have you ever heard this quote by Dita Von Teese:

“You can be a juicy ripe peach and there’ll still be someone who doesn’t like peaches.”

Yeah, me either, but I loved it. It kind of gives us permission to be ok being the best “we” we can be, and acknowledge that awesome “we” won’t be liked by everyone.

Same rule applies to business.

Your brand will not be for everyone. Everyone will not buy what you are attempting to sell or be. That’s actually really good though, you don’t need everyone on board to get where you want to go.

One of my first areas of strategy when working with a client, is defining exactly how their brand/product/service is unique. Most people believe they are the most qualified, or have a superior product or service. Our work begins when we engage the question: How will you communicate that uniqueness to your established market?

Step 1 – Assess your demographic with real data – tight focus on who you are communicating to.

Step 2 – Flesh out your strategy on language and marketing your brand – be unique.

The truth is, high achievers have the courage to lead and build, but it’s very human to want to be like the rest of the pack out of the gate. Don’t be homogenous: use language, brand imagery, and marketing, that is unique to your skills or business. The competition is fierce and you have a small window to get your strategy down before executing.


I take all clients through this exercise:


                                              YOUR Brand/Business

                                 Conversations ————–>Problem Solving


Conversations is another word for marketing. List conversations taking place within the industry and more importantly, what are they NOT talking about. Be specific to your demographic. Problem solving is what business does, period. List all problems associated with the industry/demographic that your business would be the solution for.


Example for a Tax Filing entity whose demographic is small business:

Conversations: “There’s so many where do I start to look”. “I don’t need someone to help me file.” “I may owe money.” “It’s too expensive.” “Will they know all the business deductions I can take.”

Problems for the demographic: forms/paperwork are confusing, they need refund quickly, they don’t have money if they owe, trust, little or no organization.

When you begin to address how you solve problems for a demographic, you are on your way to successful marketing campaigns that will connect and resonate with your audience and bring revenue or success to your brand.

Simply put, you are not like everyone else, so don’t market that way. Be uniquely you and find a way to communicate that – find the peach eating people!

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.