Does Race Have a Place in Marketing? | Pros and cons of using traditional demographics | Jenn Wells Design

I recently read an article from ProPublica explaining why they “had to” buy racist ads. After my initial reaction, it ended up being a really eye-opening look at the marketing segmentation options on Facebook.

Did you know Facebook allows you to select custom audiences for ads and promoted posts? Makes sense – an ad for baby shower cupcakes isn’t going to be very effective if it’s sent to people who aren’t expecting. But the fact that these selectors include things like religion and ethnicity is a little disturbing.

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ETOS Consultant Branding | Design process for a business consultant logo and website | Jenn Wells Design

The Client: ETOS Consulting

I met Olivier, the founder of ETOS Consulting, at a networking event a little while back. (See? Networking does pay off!) This relationship has been amazing for me, because without even intending to, Olivier has given me ideas for better structuring and organizing my business from day 1.

Also from the beginning, Olivier was very clear and consistent about what he wanted: a clean, modern design for his consulting brand. Professional but unique enough to be eye-catching. Quite frequently professionalism is associated with the tried-and-true, so we had to toe a fine line between creative and traditional.

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Setting Goals for Your Brand | How do you measure your brand's effectiveness? Learn how to set goals and create metrics for your brand | Jenn Wells Design

 

Happy New Year, everyone!  Naturally, my first post of 2018 is a goals post, but I’ll be covering something that too few people discuss.  How to set goals for, and assess the effectiveness of, your brand.

As a graphic designer, I know exactly how hard it can be to set concrete goals for something as intangible as your brand. After all, ask 100 different people what branding is and you’ll have 100 different answers. Well… maybe 95 different answers and 5 people will say “your logo.” But we do all want an effective brand, don’t we?

So What IS Your Brand?

Here’s my quick and dirty summary: a brand starts with its target market. You think about who you want to appeal to, what they need, and what they like. Then you think about what differentiates you from the competition. What special personality quirks can you bring to your brand? Only then, after deciding how you want your business/organization to “feel” to your target market, do you start talking color swatches and fonts.

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