One of my persistent challenges is how to bring the essence of my clients and their businesses to life on the web and sometimes to printed materials as well. This recently was the case with one client and I jumped at the chance as its always a fun, diverse challenge for me. It gives me the opportunity to practice what I teach, the importance of coordinating all aspects of your promotional materials, "Running the thread throughout" as I like to put it.
This website started it all and now I am very excited to see this ad, shown below, in an upcoming issue of The Business Journal. Designed for my client, Kristina Larsen, owner of Luxury Homes Internationale real-estate, it is the latest in a suite of promotional materials I have had the pleasure of working with her on.
I teach this concept to the small businesses I design and build web presences for. It often starts with an existing logo and color scheme but it isn't until I spend some time with my clients that I get a sense of who they are and get to the essence of their business.
When thinking about promoting your business I believe it is important to coordinate all aspects of your promotional materials. I call it running the thread throughout because its how you tie all aspects of you and your business together. Your promotional materials need to communicate the sense of who you and your business are. Whether you have a brick and mortar business or not, your website, brochures, business cards, print ads, even your social media pages should all coordinate the same look, feel and message.
— Peter B
Side Note - Target
A company I often use as an excellent example of coordinating materials and communicating the sense of who they are and running the thread throughout is Target. Walk into any Target across the country and you'll find a consistency from the color pallet down to, in most cases the location of their merchandise. I can usually tell a Target ad within seconds of watching one or spot a circular on an end table from across the room.The music, colors, featured people and products in their promotional materials really give one a sense of who Target is. They carry their brand right through every aspect of their business even internally as evidenced in there offices and internal company web portal.