Brand identity is probably the most critical element of retail and business design. As a packaging designer you must be able to offer branding  services as part of your design services package. Brand identity is the overall graphic representation that people will associate with a company or product. In todays market, competition for customers is fierce, so you can see why a strong brand identity is crucial for companies. Business owners rely on design professionals to invest time into researching, defining, and ultimately building a brand that people can trust. One could say that branding is the foundation of your design and marketing campaign.

For graphic designers who are new to building brand recognition this article will highlight the research process that experienced designers who are successful at building brands will implement in their graphic approach before offering up any directions. When building brands it’s not simply a matter of creativity it’s a matter of doing the right research.

Whether you’re branding a product or a company you will need to put in a good amount of time doing research. Ask yourself some key questions such as;

• What kind of company are you trying to establish a graphic
representation for?
• Who are their clients?
• What is the company’s target demographic?
• What services do they provide, etc.?

The same applies to product branding. What kind of product is it? Is the product targeted at males or females and what age group? How should the product be associated with the company that is selling the product?

Once you’ve collected your preliminary data from your initial questions, filter through and analyze your information to really hone in on your target audience. The ultimate goal of branding is to speak directly to your target audience in order to motivate them to action. In order to do this you better be sure that your target market is clearly defined.

Establishing your target market means identifying who your audience is specifically. To help you find out who your target audience is exactly ask questions like;

• Where is my audience located geographically?
• What colors should be associated with the product or company?
• Who is my brands direct competition?
• What elements have made my competition successful?
• Who are my competitors targeting?

You can do a large amount of this investigating on line. The more accurately you can assess your target market the more effective your brand will be.

If you spend enough time properly researching answers to your questions you will find that you have provided yourself with a guide to direct your creativity in the design process. Remember, every element of your design is something that will be associated with the business or product you are branding. These elements should evoke emotion, create a reaction, and will not only define the company but be a part of it for as long as it exists.

These may seem like very simple questions, but the trick is making sure that you spend the time to answer them properly. Many designers throw the term branding around without a true understanding of what that term means or how effective branding is accomplished. A strong brand builds relevance, credibility and establishes trust. A strong brand speaks to your target market – it motivates customers to act. When done correctly it establishes the company or product as an industry leader. By answering a few core questions you will be provided with a system of guides to help direct you when it comes to the actual design process. This is your map to an effective brand.

In today’s technologically advanced society most of the sales and marketing of a company is done online. Therefore, one of the most important elements of a business has to be its website. A company’s website represents the first point of reference between a business and the consumer therefore, it is essential that is carries the right message. A poorly designed website can be detrimental to sales and if you decide to cut corners with basic and ineffective web design you will in effect be setting your business up for failure before you’ve even given it a chance.

Today, a beautiful looking website is not enough either. Your website needs to actively improve the way that your company operates in terms of sales and marketing. Your web site must direct viewers to an action, that action being contacting you for your services. Business owners must look for a website design company that recognizes this need and can also keep up with current technology and website marketing avenues. There are plenty of web design agencies to choose from, but finding a Web Design Company that understands how design, marketing and media work hand in hand to achieve success should be every business owners’ goal.

The pitfalls of a poorly designed website are fairly obvious. We live in a world where people are searching for what they want when they want it. If a viewer hits a site that loads even a fraction too slow, doesn’t navigate with ease, or causes any kind of frustration they bounce. Check that term business owners – how’s your bounce rate? It’s the little things like making it easy for people to search products, find a similar item list and quickly view the shopping cart from all product pages that can make the web browsing process a lot smoother and less stressful for your customers and ultimately encourage sales.

A successful website will represent the abilities of your company with a unique design, unique content and flexibility to suit your business needs. Many people underestimate the importance and value of a well designed website, but it really is your company’s best asset. A well designed website is focused on client retention and active lead generation. In a world where there are countless websites, business owners need to seriously consider how to make theirs stand out.

Part of making a website stand out is making it visible! The most important thing about your website is that it is seen by prospective customers. Let’s face it, if no one can find your site you aren’t going to get any sales. A successful website also has a successful website marketing campaign supporting it. I’ve seen so many businesses try to have one without the other – it just doesn’t work that way.

Bottom line, any business owner that wants a website that truly works for their company needs to find a result driven agency that specializes in website design and marketing. It’s easy to find an agency like this; all you have to do is ask to see the results and references to support their claims.
Obama Scholarships – Making Grants Available to Single Mothers
Single working mothers have probably the hardest job of all, in having to take care of their families on their own. For many moms, a wish or a goal that has to be put on hold in order to take care of other responsibilities, is higher education. Together with his new administration, however, President Obama is encouraging moms to make their education a priority. Obama scholarships will give working mothers a great chance to improve their futures.

With his Scholarships for Moms program, Obama, while encouraging people of all ages to seek higher education, is targeting working moms in particular. The Scholarships for Moms program builds on the federal government’s long-standing offer of Pell grants. The most commonly applied for forms of aid for students going to college are Pell grants, applied for through the Free Application for Federal Student Aid, or FAFSA. To encourage more mothers to return to school, the Obama administration is now making some changes.

The biggest incentive for the Scholarships for Moms program is in the amount of money being offered. The maximum amount awarded through Pell grants is about $4,000 per student, but that amount is increased to $5,000 for mothers who apply to the program. The purpose of these grants is to allow working moms to return to school and earn a degree. In turn, that will allow them to better provide for their families now as well as in the future. By equipping mothers to earn more money as working professionals, the administration also hopes that this will also stimulate the economy. Moms can receive an education without worrying about the costs of school or having to pay back money for a loan.

An added incentive for moms considering this program is that it applies to enrollment in nearly any type of higher education institution. Both four-year universities as well as smaller community colleges, are covered. You can choose either to go to a private school or a public one. An option for busy moms who can’t stay on campus is to study through online courses. The government’s Scholarships for Moms program really is a comprehensive attempt to get eager mothers back into the classroom.