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How To Write a Design Proposal

Do you spend days working on a design proposal that finally does not become a business? Imagine having a proposal template that helps you win!

1. What is a design proposal?

2. Why do customers request proposals?

3. When to submit a proposal?

4. What do customers want to see?

5. What language should I use?

6. How do I build a proposal template?

7. How to address price objections?

8. How should I deliver the document?

9. How to follow up with customers?

In this article, I will show you how to write proposals in a fraction of the time, increase your closing rate and stop leaving money at the table.

If you are working on some type of design project, be it a logo design, brand or website project, use this guide and proposal template to win your next job!

Submitting a proposal arrives after having interviewed your client or compiled a creative summary.

Eliminate guesswork and rely on my decades of experience in closing new design projects.

In this article, you will learn:

How to structure the design proposal.

How many options to provide

Why focus on benefits, not deliverables

How to anchor your prices to the result (not hours)

What price terms to include

I have a PDF proposal template that I use for all my consulting projects.

Usually, I keep the proposal in 5-10 pages of actual copy with some additional cover pages, comparison tables, etc.

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What is a design proposal?

Your design proposal is simply a document that establishes what you propose to do for your client.

Keep in mind that a proposal is not a launch.

So never send one without having a conversation with your customers first.

It's like proposing marriage to a girl. Not only do you approach her and say "Do you want to marry me?"

First they must know a little to see if there is a good chemistry, the same with the client.

The design proposal is the document you send after talking with your client, either by phone or in person.

Clients will usually approach multiple service providers to find a good option for their project.

Therefore, they use design proposals to measure the risk of going with a particular provider.

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Why do customers request proposals?

Clients request proposals because they have many options to choose from.

You are not the only one who can do the job.

And even if it had a special power or an outstanding design aesthetic, they still want to compare their offer with other options.

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Other proposals should be like comparing apples to apples.

Your design proposal should stand out so that you can see the value.

Think about the last time you bought something.

You have probably researched a lot comparing different options and prices before making a purchase decision.

The same goes for customers, they will compare the store to find the best option.

However, the best fit does not mean the least expensive option or the best design portfolio.

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It means you can move the needle through them and help them with something they need to do.

If you can communicate that better than others, then you won! - Even if you're much more expensive.

So make sure they know you CAN do the job right at first and then make sure they see other less desirable options.

Challenge them: you can hire a designer at Fiverr or Upwork for $ 500 and it will take longer, there will be many revisions and they probably won't give you the result you want.

What happens if you get stuck? How much will it cost you?

Simply put: it should appear as the least risky option.

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When to submit a proposal?

Before you even think about developing a design proposal for your design client, you must first have a conversation WHY.

Never send a proposal before talking to your client.

It makes no sense to send proposals without discovering what the objectives of the project are and what is important to them.

Otherwise, you will most likely waste your time or compete on the price.

In any case, it did not differ from other designers and, therefore, has little chance of closing this project.

Then, even before thinking about making a proposal for your client, you must first have a sales conversation.

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If you don't want to read my other article about _how to talk with design clients_, just remember to ask them these three basic questions:

Why this? (Why do you need to design this?)

Because I? (Why do you want to work with someone expensive like me?)

Because right now? (Why do you want to do it now? Can't wait for this project?)

The purpose of these questions is to discover a true motivator behind the project.

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Do this before submitting your proposal.

Regardless of what you work (logo, brand, website, etc.), your project must be important for your client, otherwise it is very difficult to charge premium rates or even "fair" rates.

The objective of the first question: Why this? - is to discover the true commercial objective of whatever they want you to do.

Why bother doing this? - They need to have some result in mind.

Otherwise, it is difficult to justify the price, so they will opt for the cheapest option.

So, if this is a new website, they can say "We need a new website", then you ask "why do you need it?" And they respond "because our website is old, does not respond, does not communicate who we are (list problems)."

Then you go deeper "Why do you need a responsive website? Don't you convert? Do you want to generate more sales? Etc.": Here we are trying to learn what the value of this new website is.

So, hopefully, they will sit and think how wonderful it would be if the new website could achieve some goal.

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Based on your answers, you can estimate that, p. Their bounce rate exceeds 90% and they are potentially losing, say 1 million businesses a year.

With that, you can say that this project will cost $ 100k, which is only 10% of the projected value of what this project will bring to your business.

The purpose of the following question: why now? - is to make sure the project is urgent.

If this is something that you have been trying to do internally for more than 6 months but could not achieve your goals, you already know that you should do it as soon as possible.

Or maybe they have a certain deadline in mind, p. They need a new website ready for a special event.

If the project is not urgent, the client will delay in making a decision, will postpone it.

Therefore, make sure that this project is urgent and must be completed by a specific date; otherwise, they will continue to lose money or simply will not grow so fast.

The last question: why me? - It's to really see why they think you are a good candidate for the project.

What do customers want to see?

They want to see what they bring to the table and how they can help them achieve their business goals.

Customers want to see the value they can create.

They want to know what they get with each option and how it will help them grow.

When the value exceeds the cost, transactions are made.

So, if you can explain that whatever you are designing will give you 10 times more money than your investment, that is the value.

Your proposal should include sections such as the background or “Why me?”, Prices, schedule, deliverables and terms and conditions.

Be sure to explain what you get in option two, that you don't enter option one and so on.

So, of course, they want to see prices and terms and conditions: there is a new language, but everything else should be fairly straightforward.

What language should I use?

The proposal must include everything you have discussed in the sales interview (the WHY conversation).

Your proposal must be full of language that the client gave you.

There should be no surprise in the proposal when the client reads it.

You should have already talked about all this.

You need to get the words out of your mouth and put them in the proposal.

The only thing you should be curious about is just the breakdown of the three options.

And, of course, terms and conditions.

How do I build a proposal template?

So how is a proposal built?

The first page is the cover.

Design proposal: Cover

The next page is the assessment of the situation.

1. Assessment of the situation

This is where I describe the current state of the client's situation.

Describe the desired future state, where you want to go.

Then I describe why they are talking to me at all.

Design proposal: situation assessment

This is an introduction of a page, which consists of two or three paragraphs, not very long.

and then I go into 3 different incremental options: small, medium and large.

2. Project options

This is where I describe what I can do to help move the needle at a particular price.

Give them fixed prices for a result (not deliverables).

Incrementally, option two would include option one, but it gives them more benefits.

Design proposal: project options

Option three would give them even more benefits than the previous two options.

The first option will include what they really want, p. New logo and identity design.

Design proposal: Option one

The second option will be the logo, identity and redesign of the website.

The third option could be logo, identity, website and a marketing campaign.

To give them different options that they can choose from, with the lower level they came for and the other two options that are based on that and provide even more value. (for Sale).

After that, I would put a "why me" section.

Sometimes, I skip this section if I already know the customer, or if the level of trust is in the clouds for some reason.

3. Why do I section?

In general, it would include a "why me section" that says something like:

There are many smart cookies, why would you choose me?

And then I talk about my experience and the reasons that make me unique or suitable for this project.

Design proposal: why I section

After that, I include the estimated project schedule.

4. Chronology

This section is only to give the client an overview of how long each option can take.

Also at some intermediate point it would include a comparison table for each of the three options.

Design proposal: timeline

Then I get into prices, terms and availability.

4. Terms and conditions

This is where I say that my prices are fixed prices, not estimates.

That is a big problem and I want to emphasize that as much as possible.

Then I would list the prices of the different options.

I don't include prices in the options section, but I put them at the end.

Design proposal: terms and conditions

I do this, so that they are forced to read the document, not just jump to the numbers.

Next I will give you very clear steps on how to execute the agreement.

Usually, I insert PayPal buttons in the PDF document so they can pay online.

That's it, it has been very successful for me over the years.

It doesn't have to be a giant proposal even for a big project.

How to address price objections?

This is something you should do even before submitting a proposal, during the sales interview (why the conversation).

Separate the time from the money and consult the commercial objectives.

The proposal does not talk about why it costs so much and does not even talk about how many hours it will take to do that project.

Just say what you are going to do, what kind of value you can offer for this price.

Change the approach to achieve your business objective whenever you talk about the price.

You should address your objections even before taking the time to put together your design proposal, that should not surprise you when you see the price.

Therefore, give them a range of how much the project could cost: "According to our conversation, similar projects have cost between X and Z (give them a range) Do you think it is worth investing to achieve the Y objective?"

If they say "yes" or "maybe," then you add: "Ok, it seems like a good option.

I will put together a proposal for you with three different options so you can see exactly what I can offer and at what price. What does that sound like? "

How should I deliver the document?

You can use some online services such as Qwilr or Proposify, but do not use any of your standard templates.

I simply send the PDF document to my client by email.

Never send a free proposal template with the exact language you found on the Internet because it will make you look unprofessional.

Instead, create your own simple template, with your brand and language that only talks about the details of this particular project.

In the email, I shortly declare the purpose of the project and then add that I will follow up in 3 days if I do not receive news from them.

You also want to know who delivers the document or if you should send a copy to another person in your company.

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How to follow up with customers?

As I mentioned earlier, I usually give the client three business days to respond before deciding to contact me again, unless they say, p. "We need a week to make a decision."

This is how I usually follow it if I do not receive a response from the client:

We are planning to work for next month and I was wondering if you are ready to move on.

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If you have done everything right and understand the value of what you offer and see you as the least risky option, then there should not be much follow-up.

However, the projects are uncertain and there may be decisions taken internally to go in another direction and you have no control over that.

In this case, do not try to bother when you hear "we have decided to go in another direction."

You can follow up in one or two months by asking "Have you hired another agency? Are you happy with the project? If not, are you open to resume our conversation?

I hope that helps. If you have a question for me, just leave a comment below.

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Tips for Digital Advertising

Top 10 Digital Advertising Tips for Your Marketing Strategy

Digital advertising has become an important component of modern marketing strategies, and if it is not part of your business strategy, it should be. Whether your business is B2B or B2C, by implementing digital ads correctly, you can successfully increase your online presence and ultimately encourage more conversions and sales. 

Now more than ever, digital ads allow your company to have more visibility in a much wider audience. However, if your ads are not well thought out, you will most likely not get the result you expect. Whether it's the design, the channel or the messaging elements, every aspect of the ad must be taken into account to make it work in your favor. To determine the best ways to create and implement digital ads, we have turned to experts in the entire digital advertising industry and consulted with our own Logoengine opinion leaders to create a collection of tips that will help any company. Make the most of your campaigns. From the best channels to the best conversion content, we have it covered. Take a look at these 10 tactics and see if integrating them into your own marketing strategy can help your company get the digital advertising results you're looking for:

1. Creative elements

Your business has visual elements that make it stand out from its competition. Use that to your advantage in your marketing efforts. Whether it's a logo, a pet, a font or a color scheme, having it included can help make your brand recognizable. You want to get the attention of the public, but you also want to keep their attention and make them remember your brand. The incorporation of unique and creative visual elements in your ads is crucial to the success that the ads will bring. Sarah Maloy, Content Marketing Manager at Shutterstock, says she wants a variety of creative images, but they should be consistent: "When advertising on social media, it is important to update your creativity often to make it relevant and for users Don't see the same post more than once. When trying variations and trying new campaigns, look for images that have a consistent aesthetic so that your social campaign in general is familiar, but not repetitive, to users who can find more than An ad. In general, you want to make sure that your social ads tell a coherent story and that the image aligns with the copy, which aligns with the content of the link or CTA, which of course should align with your brand. " -Sarah Maloy, Content Marketing Manager, Shutterstock

2. Spend wisely

Each platform used to market online provides you with a different value. You should analyze in which points of sale you should invest more time and money, and which are not so essential. Some platforms that work really well for one company, produce few or no results for another. Everything is very specific to your brand, and you should plan your budget accordingly. 

Determining what each platform will do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Smemark marketing consultant: "It is essential to understand the value offered by each channel. Search advertising platforms, such as Google Adwords work best when there is a clear demand for your product or service, and you want to target people who are looking for your product or service online Search advertising is less effective for a startup that has created a new and innovative product never before seen in the marketplace, or for something that most people buy in physical stores and rarely look online. In these cases, they want to create demand from scratch. That's where Facebook fills the void. Facebook users fill out their profile with demographic details and other interests. This means you can target people who are probably interested in your business, whether are they looking for your business or not to ".

3. Do your research

You may have ideas about what will work best for your audience based on past experience with your ads, but it is important to take the time to conduct a thorough investigation and have data to support your actions. You can anticipate that your customers will behave in a certain way, when in fact they are going in a completely different direction. It is essential to be prepared for this in advance and use the information you collect from the research to plan your marketing strategy. Elliot Simmonds explains this concept below: "Many people use sponsored publications and other paid advertising, and it seems that many are happy to simply pay the money and see the views and clicks, even if some of those clicks are from individuals tangential to the product or service they promote Most platforms allow you to specifically target your sponsored publications and ads, and my advice is to do so after a period (even if it's only a short period) of actual research. Your instinct could tell you a lot about who your customers, but you should also take the time to find out for yourself: which consumer profiles spend the most? Who are the ones who come back again and again? Where are more clients? "-Elliot Simmonds, lead consultant, Rippleout Marketing

4. The buyer process

Understand the path of the buyer and what you need to present at each stage of the process to reach users more effectively. There are so many detailed options when it comes to seeing the buyer's analysis. You can see every step a visitor takes on your website, how much time you spent on each page and even what pages made them go away. 

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Use this information to serve your digital marketing to audience members so you can make the process simple for them and beneficial for you. James Kirby, PPC Specialist at Logo engine, highlights the importance of this: "Start targeting users who are near the bottom of the funnel. For example, audience segmentation in the marketplace allows Google to observe the history of the user to better understand where they are in. their purchase phase.This will allow retailers to target potential customers who are lower in the funnel and are close to making a purchase.There are currently 492 different market audiences to reach. sellers and retailers often overlook these guidance methods. important to take advantage of. " -James Kirby, PPC Specialist, Logoengine

5. Know your target audience

Fully understanding who your audience is and the best way to promote them is essential. You should know who you want your buyers to be before trying to market them. This is an important step in any marketing strategy, whether on or offline, and is a clearly defined aspect of your brand that you can continue to refer to. Sean Gallahar, director of social networks at i7 Marketing, explains the importance of clearly defining your target audience when you start your digital advertising campaigns: "When it comes to digital advertising, it is important to remember that for any business to be effective, they need to know who is your audience, on what social networking sites your audience spends time, and then they should make sure that they can provide content for the platforms on which their audience spends time. When it comes to marketing through social networks, Facebook is definitely leading the race because they have the best options to define who you want to market and can set any budget you feel comfortable with. Facebook also allows you to target your audience based on up to 10 interests of your audience. That's why it is important to have a defined target audience, you must know what they like to do and what they want so you know how to create content that captures your attention. " Sean Gallahar, director of social networks, i7 Marketing

6. Connect social media metrics with ROI

To see which efforts work best, you should be able to link your data to the direct result it produces. When you market online, you reach a diverse group of people, and that should be taken into account when measuring your results. You should see what promotes commitment to your company, compared to what is really driving conversions.

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 To develop a reliable strategy of attribution to social networks, Harpreet Singh, CEO and co-founder of Kvantum, says that a brand must take into account these key factors: "1. Your social audience is not a single undifferentiated mass of people trying to become friends of others or find offers They can be divided and defined into different behavior groups with different missions, by interacting with their brand 2. Social channels represent a group of people who live, breathe and express opinions and respond to world events. They are constantly changing Developing a capacity to monitor this in real time and respond with agility is essential to be relevant in social conversation 3. Just because there are more likes or more actions does not mean that the consumer is going to enter a store and Buy While there is a certain correlation, there are many other factors at stake such as paid or organic social, multichannel effects, size of the target audience, the topics of social interaction, the competitive social edia, etc. A brand needs to connect social media metrics with hard metrics such as sales, ROI, records and potential customers. "-Harpreet Singh, CEO and co-founder, Kvantum

7. Take advantage of Facebook

According to an eMarkter study, 80% of small and medium businesses have not used ads for Facebook. Jayme Pretzloff, Marketing Director of Wixon Jewelers, says that Facebook is a great advertising space for small businesses, and highlights the importance of exploring this channel: "Facebook has allowed you to take word of mouth to a whole new level. 

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Now, more than ever, the recommendations of friends have a great impact and can influence even the most cautious consumer.To do this, you have to put yourself in front of your customers: past, present and future.We know that Facebook follow-ups do not occur from the Overnight for So, how could we gather a tribe in a short period of time in an effort to boost their presence on social networks? Facebook has a great advertising model that allows small businesses to advertise in specific markets very easily and without breaking the bank. Even with a modest investment, it can reach its customers and attract them. Facebook can be a powerful publicity tool ad if used correctly. Be sure to try some ads, try them and find out what will work for your organization. "

8. Integrate all marketing channels

To reach your audience effectively, you must have consistent messages. This means making sure your ads are integrated on multiple platforms and giving users the same message, regardless of the platform. We know that each social media has a different atmosphere and feeling, so you must take the time to make your digital efforts match each site, while maintaining a unique but constant voice for your brand. Adam O'Leary, president of Encite Marketing, details this idea: "The best digital advertising advice we can share with business owners is to ensure that their campaign is integrated with their other marketing channels. An integrated marketing campaign will get much results. better than any individual initiative. For example, Facebook ads work very well by themselves when they promote a sale or advertise a new product, but they work much better when they support another marketing channel such as email. " -Adam O'Leary, president of Encite Marketing

9. Geo-fencing

The relatively new company in digital advertising is very promising for marketing specialists, especially those in the B2C space. It allows you to address customers in a completely new way based on their physical location, hoping to naturally guide them to your business. Andrea Mocherman, vice president of marketing for Gravit8 Marketing, explains how geo-fencing can be effective for a variety of businesses when it comes to boosting sales: "What is becoming an increasingly effective tool for marketing specialists is to use geo-fencing in combination with digital advertising to attract consumers at the right time, with the right message to drive traffic in the store.

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 This type of campaign generally generates three times the amount of pedestrian traffic and produces an increase of 27 percent in sales on average, powerful for marketers is the ability to target consumers based on their interests and attract them by delivering offers that will push them along the path of purchase. allows marketers to draw a virtual fence around any address or point of interest and send a notification ation when a customer crosses that line. Whether you are a small business owner or a large retailer, you can use this technology to capture a customer’s attention before your mpetition company offers timely deals that will boost store traffic and ultimately revenue. ” -Andrea Mocherman, vice president of marketing for Gravit8 Marketing

10. Optimize product listing ads

Product listing ads must have all the items that users want to see when they perform a search. You don't want potential clients to have to go and do more research at the risk of losing interest, so answer any questions they may have in advance. Any information that may be beneficial for the purchase process, include it! Improving these ads will ensure that they stand out, explains Monica Cabaniss, PPC Associate at Logoengine: "Take the time to create a product feed that offers a detailed description of your products so they can present themselves well in PLA on Google, Bing and now Facebook. Matching a product image with the product description on a search results page will add visual appeal to normal text ads. " -Monica Cabaniss, PPC Associate, Logo engine Ultimately, digital advertising can be the key to success for any company that seeks to effectively market the right audience.

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 If you are looking to improve your tactics and expand the scope of your current practices, try to integrate these techniques into your digital marketing strategy. While using these tips should help you improve your overall ROI in the present and near future, remember to be constantly eager to learn about changes and fluctuations in digital advertising, regardless of the platform or channel on which is found. Being proactive about it and keeping up with trends and updating yourself will differentiate you from your competition.

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Tips for Brand’s Logo

Important Tips for Redesigning Your Brand’s Logo

Few things are more important for a brand's identity than its logo. This small visual component does a lot of preliminary work to create brand awareness, build a connection with consumers and make your company recognizable in the market. Because your logo is something that consumers, customers and customers will see almost every time they meet your company, it is essential to do it right.

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However, even the best logos rarely stand the test of time without being updated or redesigned at regular intervals. If the time has come for your company to give new life to a logo that has become obsolete, obsolete or even obsolete, we have some practical advice to consider before embarking on a redesign.

Summarize the objectives of the redesign

Every design project must begin with the establishment of objectives. This is never more true than during a logo redesign project where bets are particularly high. After all, your brand logo will be seen throughout your company, and will be with you in the coming years.

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Before jumping into the project design phase, take a step back to consider what you expect the result to be. This does not mean that you need to know what the logo should look like, but you should be able to answer key questions such as:

Why does the logo need to be redesigned? For example: because it is dated, the company is changing direction, it is too complex, etc. The answer to this question will help determine the new directions you decide to take.

What story do you want to tell about your brand? The most effective logos are strategically designed to evoke a specific emotion or idea, and your brand needs to develop a clear understanding of what that concept is before entering the design phase.

Understand where the logo should live

Digital technology has introduced a completely new landscape in terms of the brand's visual identity. A few decades ago, the logo of a company had only been seen in a handful of contexts (think of brochures, print ads, billboards and maybe television).

As the ownership of the device has exploded in the last 10-15 years, company logos are increasingly called to work both in the smallest of digital contexts and in large formats. An effective logo redesign should take into account the variety of contexts in which the new logo will be seen.

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And critically, the various places where the logo lives have a great impact on the overall cost of executing the redesign. Replacing a logo on a website and in digital ads is easily done, but the gradual introduction of a new visual identity on packaging and in stores, for example, will add time and expenses to the launch of a new logo.

Decide what to save

Sometimes, the hardest part of redesigning a logo is deciding what to save and what to leave. The answer is almost never easy and will depend largely on what your company's objectives are.

For example, a company that seeks to modernize its current logo while paying homage to a strong brand heritage can choose to update the look of the logo but maintain key shapes, pets or graphics. A company that seeks to get away from its past, on the other hand, may choose to keep very little of the existing logo intact.

Know how bold you can afford to be

Certainly, it is true that a striking and striking logo redesign can attract your company's attention and signal a move in a new direction. But drastic changes can, in some cases, be confusing or unpleasant for consumers. If the new logo design is radically different from the previous one, consumers may be less able to recognize and identify their brand among competitors. This is an important concern, particularly for brands in the CPG space, where the ability of a consumer to identify a product on a shelf is of paramount importance.

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When the time comes for a redesign, consider how changes in the company logo can affect the consumer. It is important to make a sensible assessment of how bold your company can be before making important modifications.

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In conclusion

The logo design is deeply personal and exclusive to each brand. This means that the redesign process can be full of difficult decisions and different opinions among key stakeholders. Begin the project by delineating a set of specific objectives for the project and taking the time to consider what part of the logo's assets to carry out and how much to leave, will make the redesign process more fluid and help ensure the best possible result: a logo that your company, and your customers, will love in the coming years.

Source URL: http://logoengine.blogerus.com/11107766/redesigning-your-brand-s-logo

http://logoengine.designertoblog.com/16727160/important-tips-for-redesigning-your-brand-s-logo

[logoengine]

Good Content Strategy

How A Good Content Strategy Can Enable Law Firms To Offer More Flexible Working

At a time when the balance between work and personal life is more problematic than ever, finding ways to make this possible is just as important for law firms as anyone else and flexible work benefits for both employees and their employees. employers.

Times have changed a lot in the legal profession as in so many others. A key fact of current working life is that Britons not only work longer hours on average than their European counterparts, but it is also the norm that households have two or more people working.

With 76.1 percent of the UK working-age population in employment, the highest levels since records began in 1971, the reality is that for millions, juggling work and home life is a challenge. This is particularly true for couples with dependent children.

The female factor

A central aspect of this has been the growing presence of women in the workforce, and the legal sector has been greatly affected by this trend. Not only are there many more women practicing law than in the past; The latest trends suggest that the profession may be increasingly dominated by women in the coming years.

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For example, the Law Society figures for the 2017-18 academic year revealed that of the 18,000 students accepted in law courses, 68 percent were women.

Flexible work is clearly a way to help people in all sectors of the economy balance work and household responsibilities; for example, by allowing one of the parents to do the school career. It can include features such as remote work, flexible hours and the opportunity to take a permit at short notice if necessary.

The problem for law firms is how they can handle this. After all, with a large number of busy cases and many demanding clients, it is likely that any successful company will be very active and need to deploy its resources very efficiently to balance the competitive needs of providing good service to customers and maintaining a solid balance between work and personal life. .

How content can offer more flexible work

However, this is where using a good content marketing strategy can make it much easier for companies to maintain this balance.

For some people, the Internet, and especially in email, may seem a potential threat to the balance between work and personal life. This is certainly true if clients have expectations that their legal representatives can be on guard almost all the time, so that they can send an email after normal business hours with the expectation of obtaining an almost immediate response.

This is, of course, a feature of the Internet era, where consumers buy online and expect immediate delivery. Instant gratification has become a key demand of today, whether it is considered a good thing or not.

It helps to raise awareness.

On-demand services have transformed retail work, as street purchases have declined and door-to-door deliveries have proliferated. But does that really mean that other sectors should follow suit? Should legal firms have lawyers online all the time?

A good content strategy offers an alternative to this. In the first instance, it will certainly help to attract customers through the web through the production of optimized content that can obtain a high score in search rankings, which will help to raise awareness among consumers and facilitate them in the consideration stage But you can achieve much more.

Keep your customers informed

Where an intelligent content strategy will work is to guide potential clients not only to the pages where they can read about the legal services they wish to find, but also provide many links to more extensive information, in order to answer frequently asked questions. If the answers are easy to find, there will be many fewer inquiries after hours.

Good content can also help keep customers informed about how their cases will be handled, what constitutes normal work practice and the type of deadlines people can expect. All this plays an important role in managing expectations. After all, the reason why people expect e-commerce companies to deliver at their door the next day is precisely because this is what has been promised. It is better not to promise and deliver in excess than the other way around.

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The great benefit of this is that it means that clients know what to expect and, therefore, are less likely to relentlessly pursue the staff of the law firm. This can be very important when it comes to flexible work. For example, a business partner who needs to escape in the afternoon will not suddenly find that he has to deal with something urgently because this is the expectation.

Helping remote work

At the same time, online content and an excellent website can help reduce the demand for face-to-face meetings. In this case, e-commerce practices can be adopted, as there are many people who prefer to deal with online law firms rather than in person. This reduces the need for a lawyer to be in a specific place at a given time, which helps facilitate remote work.

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Of course, using content in this way is not an independent solution; The practice should be established in such a way that you can manage flexibility by not having little staff at certain times. But you can avoid an impediment to such flexibility.

Using flexibility to tell a good story

In turn, the content strategy can also be developed creatively using the flexibility that the company allows.

For example, suppose flexible work practices are so good that they give the company a prize. This type of good news creates the kind of positive public relations for law firms that generates great content. In fact, a solid balance between work and personal life can also make possible all kinds of extracurricular activities that can create a welfare factor around a company.

For example, suppose this allows some members to take time to participate in an important charity event; This not only reflects positively on the company as an entity that contributes well to society, but also helps to create a good human history, showing that there are real lives behind the names of those who perform legal functions.

A happier and more committed workforce

This is important because the ultimate goal of a good content marketing strategy is to tell a positive story about a company, highlighting its sense of mission, rather than just its function and services.

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By having a content strategy that emphasizes this mission, there are more reasons to provide flexible work. It helps create a happier and more committed workforce, which in turn feeds the sense of mission and vocation.

[logoengine]

An Effective Digital Strategy

How To Create An Effective Digital Strategy

An effective digital strategy is a crucial part of a successful business; You need to know where they are going or how they will get there. However, when it comes to digital, the number of online companies that do not have an established strategy or objectives is surprising.

Why is a digital strategy important?

If you ask most business owners what they want to get from their website, they usually respond that they want to sell more. They might want to sell more physical things or more of the services they offer or it may be based on the brand, etc., but they want to sell more ...

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However, most companies do not have unlimited resources and may want to sell more than one thing than another. That is why companies need a strategy. An effective digital strategy helps to successfully allocate effort and resources to better achieve business objectives.

To help shape your strategy, start by asking a series of simple questions such as:

Would you rather sell 1 x £ 10,000 widget or 10 x £ 1,000 widgets?

When you sell a widget, can you cross-sell additional widgets?

What is the lifetime value of an individual widget?

Which widgets have a clear market advantage?

What is the online competition for your widgets?

Once you begin unpacking the actual commercial value of your products and services, you can create a strategy and allocate resources. An effective digital strategy will not only boost commercial sales, but can also change the business direction.

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Below is an example of how we help one of our clients plan and develop a digital strategy, define business objectives and KPIs and the results.

How to develop a digital strategy.

Search engine optimization in the financial sector is difficult, particularly in the insurance market. Online aggregators with large budgets have reshaped the market leaving traditional insurance brokers fighting for their livelihoods. Working with an established broker, we face this exact situation of David against Goliath and to survive we needed an effective digital strategy.

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We start looking at insurance products and market opportunities and allocate resources based on the following knowledge:

We analyze the data and investigate the competition online.

We knew that our client was excellent for placing custom business packages

We knew that our client obtained a significant margin in commercial packages

We knew there was a lot of potential for cross-selling (from property to van)

We knew that small businesses can become big companies

Defining the goal of the North Star

The next step was to define the North Star Goal, which is a concept that emerged from the Silicon Valley business culture and has helped many new businesses become known names.

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The North Star Goal is your main goal and everything you do should help guide you towards it. Therefore, in this case, North Star would be recognized as the "broker" for small business insurance within 18 months.

[logoengine]

THE ORIGIN STORIES BEHIND 5 FAMOUS BRANDS

Branding Agency NYC

Like superheroes, famous brands almost always have a great origin story. Okay, it may not be a radioactive spider bite, but it's often not far away. Family disputes, top secret recipes and strange coincidences fill the history of some of the world's best known companies.

Learning about the origins of famous brands is an excellent way to get an idea of ​​the development process of yours. Part of the method, part of the madness, the art of building a brand implies finding exactly the right elements to tell its story.

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From green armchairs to orange shoes and trips to the zoo, we are immersing ourselves in the origins of five of the world's most emblematic brand identities, and key lessons to learn from each.1. Red Bull: the local heroUbiquitous among adrenaline junkies, long-distance truckers and athletes, Red Bull has dominated the global energy drink market for decades. A well-known brand identity worldwide, the company's aggressive and creative approach to sponsorship has made Red Bull's name synonymous with everything from Formula 1, cliff diving, night clubs, snowboarding and a guy who literally jumps to earth from outer space.

But it was not always like this. Red Bull once led a humble life as a stimulus for manual workers in rural areas of Thailand. Marketed for low-paid workers and motorcycle taxi drivers (who, presumably, were not trying to defy the laws of gravity and sanity like their American counterparts), Krating Daeng was the basis of what would later become, you guessed it: Red Bull .

The powerful mixture of caffeine and taurine was originally modified from a popular Japanese recipe by Chinese businessman Chaleo Yoovidyha, who introduced Krating Daeng in Thailand in the 70s.Chaleo also designed the Krating Daeng logo: two combat bisons in front of a yellow sunset. Sounds familiar? According to the South China Morning Post, the ‘logo" evoked the lively spirit of bullfights that have been popular in rural areas of Thailand. "

Cut to 1984: the Austrian merchant, Dietrich Mateschitz, suffers a time lag while traveling through Thailand for work. By chance, take a strange medicinal-looking bottle with two bulls. Its jet-lag disappears, and the seed of what we now know as Red Bull is sown.

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Seeing the potential of the brand among western partiers and lovers of extreme sports, Mateschitz approached Chaleo with an offer to launch the brand outside of Asia. And the rest is history!While Mateschitz updated the brand, it stayed close to its roots. Red Bull retained the original fighting spirit of Krating Daeng, maintaining, among other things, both the bison logo and the name.Lesson: famous brands have deep roots in our minds. Don't be afraid to be inspired by an idea or formula that already works, but think about how you could improve it in a new and broader context.2. TD: The green chairTD Bank is an iconic brand of North America. Started in 1855 to serve Canada's emerging grain industry, the Bank of Toronto became one of the largest banks in the world.

Although the company went through several iterations and mergers before becoming the TD we know today, it has tried to stay close to a set of guiding values ​​that put the customer at the front and center.

A key symbol of the TD brand, the small but powerful green chair is now synonymous with the bank itself. According to their own estimates, the TD green comfort machine has 86% brand recognition among Canadians. As for the furniture, that makes this chair quite famous. However, despite its role as a centerpiece in the company's brand identity for almost 20 years, the chair is hardly used.

In 2000, TD had just acquired Canada Trust. The company sought to make a bold statement to the large number of Canadians who felt undervalued by the same banks that depended on them. Enter the Toronto agency, Harrod and Mirlin, and the idea of ​​a "habitable metaphor," something that represents comfort and familiarity in a single glance. Along with the chair, the initial list included an open door, a pair of comfortable slippers and a smoking pipe.

Fortunately, however, the chair won. As a brand symbol, it has continued to evoke the openness and relationship that TD actively seeks to seek in its commercialization. Recently, the company updated its iconic upholstery, replacing the old motto "The bench can be so comfortable" with a new and modernized chair and the motto "Ready for you" of 2017.Imagine if they had gone with the pipe!Lesson: Brand symbols, whether they appear in logos or in advertisements and marketing materials, can be an effective way to help your customers make a positive partnership. Be sure to think carefully about finding a symbol that encapsulates who you are but can also stand the test of time.3. Penguin: the dancing birdOne of the most iconic logos ever created, the famous dancing penguin became the crowning symbol of a brand whose history includes meetings of naked meetings, trips to the zoo and an office in a crypt.

The eclectic British publishing house began in 1934 when the young publisher Allen Lane found himself waiting for a train at Exeter St David's and searching the train station's bookstore for something to read.

What he found was too expensive or mediocre. Upon detecting a gap in the market for a more affordable and high quality alternative, Lane and his brothers went to work.

Lane had already discussed the use of an animal logo for the brand, but it wasn't until a typist suggested a penguin as "worthy, but impertinent" that Lane solved. Falling in love with the idea, Lane immediately sent 21-year-old designer Edward Young to the London Zoo, where the dancing penguin finally emerged.

Since then, this little tuxedo bird has gone through some minor revisions, including the version you're probably familiar with today. Updated by Jan Tschichold in 1964 and reviewed in 2003 by Angus Hyland of Pentagram, the penguin has lost a few pounds remarkably.

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The reduction of the mark on its vertical axis, Hyland explained, allowed the logo to be more readable on the back of a book. A great example of considering your logo in your viewing context!Lesson: reducing your brand to a single word or phrase is a great way to clarify the creative direction you want to take. After that, you will have a better idea of ​​the rules that govern the appearance of your brand (including the logo). What words or phrases come to mind with your brand?Uber: the tripUber has had a good amount of wrong turns over the years (driving pun), but it is hard to deny that it has one of the most impressive brand vehicles that exist (there is another!). Like all major brands, Uber started from a personal experience.

On a snowy December night in Paris, 2008, Travis Kalanick and Garrett Camp were shaking while waiting for a taxi. None came. Timely, the company started at that time as a half-serious joke about asking for a private limousine through an application. After that night, Camp and Kalanick separated, but the idea stayed with both. Shortly after, "UberCab" was born.

In March of the following year, the two co-founders developed the application and proceeded to test it in New York in 2010 using only three cars. Upon returning to Paris in December 2012, they launched Uber, exactly three years after the application was first conceived there.

The company has grown exponentially since then, revolutionizing the meaning of traveling on the road. However, one of the most inspiring elements of that trip is the way Uber has told his story in all the elements of the brand. The entire Uber platform, from the application to the tone of voice and design, is a master class of branding.

Check out the Uber design microsite. It's a great example of how to distill your origin story in your own brand, including "U" shaped frames and logo animation that reads like a map marker would. The entire brand is a dynamic visual metaphor of what the product does.

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Lesson: Think creatively about how your story tells each element of your brand, both online and offline. Consider how to increase your existing brand elements in memorable elements that convey who you are and what you do. What other opportunities do you have to deepen your customer's experience with your brand?5. Monzo: the coral menuIt is rare for half of the population to know their brand instinctively only by the color of a debit card. But that is exactly what the British company FinTech Monzo has achieved.

In just a few years, the alternative banking startup has taken the United Kingdom by surprise. By existing at the crossroads of technology and user experience, Monzo grew in response to growing public dissatisfaction with existing forms of banking.

Following the financial crisis, Monzo (originally called Mondo until he surveyed customers by a new name) worked hard to develop a brand identity based on transparency; challenging big banks about the meaning of money in the digital age. Now, the company is a family name: a claim backed up on its website with the headline: "55,000 people open a Monzo account every week."

But the company's most famous brand asset, its luminous coral debit cards, did not emerge as a typical brand decision.

The CEO of Monzo described how the deadline of a printer caused the company to press its designer to provide final tests, in the absence of an hour and a half. Frustrated, the designer suggested that they could also wear the color of their shoes, a pair of hot coral Nikes.

The CEO loved it, and the color stayed. Ironically, the color of the card became perfectly emblematic of the Monzo brand values: bright, different and bright.

Lesson: Trust the creative process; Be open to happy accidents when exploring your brand identity! Remember that sometimes a little pressure under tight deadlines is where the best decisions can be made. Don't be afraid to set deadlines for yourself to keep the momentum and great ideas flowing.The great design begins with small ideas.Companies that can visually tell the story of who they are and what they do are more likely to captivate customers and establish a deeper connection over time.

Visiting your beginnings again is a great way to get clarity about the direction of your brand. Think about why you started in the first place and how you can portray that as a message, a visual identity and the actions you take as a business.

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[logoengine]

HOW MUCH DOES A LOGO COST IN 2019?

Logo Design Agency

If you are thinking of taking your side thrust to the next level this year, getting a killer logo design can help you transform your business idea into a profitable company.

Which raises the question: how much does a logo cost? From DIY design to working with a graphic designer or agency, the cost of a logo can vary from $ 2 to $ 2500 +, with several intermediate options. Mid-range options include buying a logo from an online logo maker (starting at $ 20) or a design crowdsourcing website (starting at $ 99).

But the truth is that there are so many variables that influence how much you will pay for your logo design. This is what you need to know before choosing how to make your logo.The logo creation tripDesigning a logo with or without external support is an iterative and multi-step process that may involve research, brainstorming, sketches and various design concepts.

That's why custom logo packages can vary greatly not only in price, from relatively free to a few thousand dollars, but also the amount of time and effort required to do the job.

Before diving, go back one step to discover how you will use that logo on channels and brand applications.

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Will your logo only live digitally, or do you plan to print it on business cards and other marketing materials? The answer to that question may change the type of logo file formats and the color variations you will need.

Let's start by explaining that there are two basic categories of image files: raster and vector.Raster files are measured in DPI (dots per inch) and have a file extension of .jpg, .png or .gif. Since raster files are based on a pixel grid, you run the risk that your logo will distort when the image size changes.

Vector files, on the other hand, can be scaled to any size without losing quality, from an Instagram profile picture to a subway station ad. They can be opened, edited and saved in different programs, and have a file extension of .ai, .eps, .svg or .pdf.

While it can make a high resolution raster file work for you, they are not ideal for all applications. Vector files are what you want to ensure your logo looks amazing on all brand assets.

And when it comes to color variations, make sure you get light, dark and full-color versions of your logo for your brand needs, as well as versions with transparent backgrounds.

Export options for color may also vary: RGB is used for digitally displayed logos, and CMYK is better for printed products (Pantone can work for both).

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Is your head spinning already? Don't worry, we are here to guide you through the cost of making a logo and what each type of package includes.Option 1: do it yourselfIf you are looking to flex your design skills, you may want to try your own logo. But creating a design that suits your brand and can be used on all channels is a challenge.

The biggest cost will be your own time creating a paper logo and choosing the right design software to bring the sketch to life.

We want to warn you that there is a reason why people pay to design logos. It is not easy, especially without design experience.

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The good news? You will have complete creative control, and there are online tutorials to take your hand while learning new software.SketchOnly available for Mac OS X, Sketch costs $ 99 for a one-year license. The vector-based design software will allow you to export your logo in various formats: PDF, SVG, PNG, JPG and EPS. While Sketch is becoming a favorite in the design community, it is not a tool for print design, since you cannot export logos in CMYK colors compatible with the printer.Adobe IllustratorIllustrator is the reference application of the design industry for vector graphics and is designed to work with other Adobe programs. You can export your work in more than ten formats for digital and printed use. Access the software through an Adobe Creative Cloud membership for $ 20.99 per month on an annual plan or $ 31.49 per monthly use.VectrA free (but basic) vector graphics editor, Vectr can be downloaded to your desktop or used online. The program offers lessons in the application and the files can be exported in both raster and vector format, including AI, PNG, JPG and SVG.CanvaThe paid Canva subscription costs $ 9.95 per month or $ 12.95 paid monthly in an annual plan. The program features more than 1000 logo templates to customize and allows you to download your finished work as JPG, PNG, PDF or GIF.Option 2: Buy and customize a logo templatePrefabricated templates reduce part of the effort and time required to create a logo from scratch.Because you need software to customize the design, most template logo files are compatible with Adobe Illustrator (again, you will need a paid subscription to these programs). Then it takes time to alter the colors and change the generic text to the name of your brand.

These templates can come with more than just a logo, offering a brand package and social media designs. Be sure to read the template description to find out what you get, including the file types included.

And remember: using a template means that other people might have a logo very similar to the one you choose. We do not want you to disburse the money that cost you so much to earn for an excessively used and unoriginal design!Creative marketThere are more than 49,000 logo templates in Creative Market to explore, ranging from just $ 2 to $ 500. Most templates cost between $ 19 and $ 39 for a package with two license options: standard, for business that will not exceed 500 sales, and extended, for unlimited sales. Expect to spend three times the price indicated for the extended license.GraphicBurgerGraphicBurger carries lots of logo-worthy icons in a variety of formats with complete kits for between $ 20 and $ 100 per package, ranging from a couple of hundreds to a few thousand icons. These icons can be inserted into design programs such as Sketch or Illustrator to modify and combine them with typography.GraphicRiverWith almost 58,000 templates, GraphicRiver offers low-grade templates of around $ 10 and high-end packages that can reach the $ 200 mark. Most non-exclusive logo packages on this site will cost you between $ 30 and $ 50 and they come with vector-based files.Option 3: use an online logo makerWithout the need to buy or learn design software, logo creators could be the cheapest option on the market. Some sites charge absolutely nothing to use the service: you only pay when you are ready to download the logo files.

An online logo creator (like Logoengine!) Can generate hundreds of logo variations using basic information about your company and your design preferences; You can then edit and adjust the models you want.

But be careful: although logo makers have low prices, the quality of the designs can differ dramatically. While there are gifts on the market, a paid option is more likely to provide you with the correct files you need to use your logo with confidence.

Logoengine falls into this category, which offers a basic PNG logo package for $ 20 and $ 65 for a high resolution logo package with PNG, EPS, SVG and PDF files (more pricing information here).You can also buy add-ons such as a social media kit (with the size of your logo for different platforms) and business card design templates.

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Option 4: Crowdsource the designThink of crowdsourcing as a contest: publish a detailed summary of the logo in a community of designers, including the price you are willing to pay for a design. Freelancers can submit their unique designs to have the opportunity to be chosen.Once a design is finalized, the designer will send his logo in multiple types of files to start his business.99designs99designs runs seven-day contests divided into two rounds: qualification and final. You have the opportunity to give feedback to designers to refine your entries, and up to two weeks to review the final designs submitted before choosing a winner.Four different logo packages range from $ 399 to $ 1699, the most expensive option exclusively for those who call "top-level" designers. You will have to pay in advance for your design contest (before obtaining any logo file), but it comes with a money-back guarantee.DesignCrowdYou can set a three, five or 10 day deadline for your design contest on DesignCrowd and provide a detailed design summary. Start a contest for just $ 109, and you can expect to receive up to 50 designs from a handful of designers. They also offer a money back guarantee.DesignHillThrough DesignHill, the crowdsourcing logo starts at $ 199, but you can set a higher budget if you want to get the attention of top-level designers. Although you can choose the duration of the contest to meet your needs, you will have to pay the cost in advance.Option 5: hire an independent logo designerClicking on a freelancer means that you can work with an expert to create a professional logo design while watching several concepts come true. Depending on the skill of the designer, a new logo could cost between $ 250 and $ 2,500.

Through different platforms, there are online communities of designers that you can search to find one that meets your needs. But remember that this will take time!BargainDespite offering a free basic membership, to find hired designers, Dribbble charges $ 199 for a monthly membership or $ 99 per month, paid annually.

Through the platform, you can establish how much you are willing to pay, the type of work you need and the level of experience you are looking for. Designers set their own hourly rates, which can vary from $ 15 to $ 200 per hour depending on their experience.FiverrSet the style, file format, price range and design deadline through Fiverr. You will then have to pay a designer in advance for your work, usually in the range of $ 25 to $ 150 per hour. Fiverr offers three packages: basic, standard and premium, each with its own set of design and file download options. For a simple logo design, packages generally range between $ 50 and $ 100.UpworkConsidered to be the largest independent exchange in the world, most designers will charge between $ 10 and $ 200 per hour. A basic account is free, apart from a 2.75% transaction fee.

If you upgrade to a professional account, Upwork selects freelancers for a flat rate of $ 500 and an additional 20% transaction fee. Upwork also allows you to keep your funds in custody, which means that designers must complete the work to receive payment.Option 6: hire a logo design agencyThe most expensive logo option that exists is to hire a company to do the work for you.Agencies charge more than $ 2,500 for a logo design, and some reach the $ 5,000 to $ 10,000 mark. That can be a prohibitive cost for someone looking to evolve a side bustle in their 9 to 5.When considering an agency, this is what you should consider:Deposit: Expect to pay up to 50% of the cost for the design of a logo before an agency goes to work.The contract: not all agencies will ask you to sign a contract. If you do, you will be legally obligated to pay the full fee when the work is finished.

Time: With the support of a design team, an agency can take the time to create its logo. Wait at least one week before seeing any model.Additional costs to considerOnce your logo is complete, you can consider rounding up your company's visual identity with custom designs for social networks and business cards. Setting brand guidelines and obtaining a brand could also be on your list.

These costs can accumulate quickly, so keep them in mind when selecting (and budgeting) a logo creation option.Choose the correct optionEven if you are just starting a business, a logo is the starting point to build your brand identity.Once you have an idea, think about how you are going to show your brand online and offline. Then, find out what price of the logo design package will work for you.

At the end of less than $ 100, you might consider designing a logo yourself or customizing a template if you have some editing options. An online logo maker is another economical option if you don't want to buy design software but still want to control the process.

More to spend? You can consult the crowdsourcing design or hire an independent designer or agency if it seems appropriate.

Whichever option you choose, we wish you the best in your logo creation journey!

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Object Oriented Libraries

Laravel not only provides an MVC structure, but also offers many libraries and modular tools to develop robust web applications. It offers several preinstalled libraries and provides support for many other libraries that are not available with other PHP frameworks.

One of the most useful and robust libraries is the authentication library that provides tools for authentication without interruptions. It is very easy to install this library and it has advanced security measures that offer multifaceted security to your data. Each request for authorization and data recovery is highly resistant to any unauthorized penetration.

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Design agencies can provide Photoshop design to a developer and deliver an exceptional WP theme to their clients. It is beneficial for website design agencies, since the conversion of design quality will boost their customers' online business. Therefore, customers will be satisfied with their services.

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[logoengine]

Design agencies can provide Photoshop design to a developer and deliver an exceptional WP theme to their clients. It is beneficial for website design agencies, since the conversion of design quality will boost their customers' online business. Therefore, customers will be satisfied with their services.

[logoengine]

Laravel is an elegant and simple set of tools that developers use to develop web applications with many functions without compromising the functionality of web applications. Many companies prefer Laravel web development, as it offers excellent simplicity and facilitates the coding process. The following are the benefits that companies can obtain with the Laravel PHP framework to develop their websites.