Brand Well
Within the past few years, a revolution has planted its roots deep into our everyday lives. Many are now becoming more critical of how our ecological footprints affect the world we live in and what we can do to minimize our impact. From the moment we roll out of bed to the moment we crawl back in, we can be sure that our every action today will change our environment tomorrow.
This heightened concern has raised several opportunities for businesses to grow and change in ways that are increasingly necessary for lasting vitality. Economy and ecology have never had a more intimate relationship. This connection has been demonstrated by companies like Whole Foods, who have generated strong brand loyalty through the deliberate cultivation of the Earth-friendly market.
Tully's, one of Seattle's leading coffee companies, clearly focused on brand wellness in 2007 with the introduction of fully biodegradable and compostable coffee cups as well as their decision to serve only 100% Fair Trade Certified coffee. These may not be the primary reasons for the company's 10.3% and 22.3% total sales growth in the last two quarters, but they sure didn't hurt.
At Eben Design, we recognize consumers' need for change and their growing demand for companies to change with them. It used to be that clever positioning was 'just enough.' However, helping the environment and humanity has increasingly become good business. Responsible messages that promote health, peace and positive choices generate long-term brand loyalty as well as peace of mind.
But not all companies have embraced this progressive viewpoint yet, and some are suffering for it. For instance, Ford's decision to push muscle cars and SUVs despite a trend toward more fuel-efficient vehicles contributed to the $2.7 billion in losses they posted by the end of last year.
Since the early days of Eben Design, we have always sought to create and nurture healthy brands that promote healthy people and a healthy planet, but only recently have we given this philosophy a name. "Brand Well" encompasses our belief that working with forward-thinking companies will result in stronger brands that fuel a positive society and world. We choose to work with companies who employ progressive thinking and decision-making.
Considering the concept of wellness in its broadest sense, we encourage and challenge companies to Brand Well - for the sake of their business, their community and their planet.
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Tangerine Travel
As Washington's largest locally-owned travel company, Tangerine Travel focuses on providing personalized, one-on-one service, not only to build the perfect trip, but long-term customer relationships as well. Formerly known as ETI Travel, the newly rebranded company felt their old website did not reflect the unique, friendly experience they offer.
In order to effectively communicate their brand, we began the redesign of their site by adding earthy tones to create a warm, welcoming feel. Flash animation was developed to simplify navigation and create a more interactive experience. Soothing modern images of Tangerine Travel's spa-inspired decor were then added to visually invite the user to take part in the ambience first hand. Overall, we redesigned their site to establish an easy, hassle-free environment for current and potential clients.
In any industry, a person's first interaction with a company is a major factor in whether or not he or she will come to identify with the brand and become a customer. In the increasingly commoditized, price-driven travel industry, Tangerine Travel's website boldly brings the human touch back into the equation.
www.tangerinetravel.com
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Investing Inspiration - Smead Capital Management
Veteran money manager Bill Smead is rarely at a loss for words. His passion for what he does and why he does it propelled our discovery session and added a unique energy to the project. Known for the bold opinions on investing that he expresses in frequent interviews, seminars and newsletters, Bill is an articulate, knowledgeable and inspiring communicator.
So marketing communications should be a piece of cake, right?
Well, sometimes those with the most to say can benefit the most from a statement that cuts to the core of what they're all about. And the more there is to be said, the harder it can be to develop a concise, meaningful message that can be quickly digested and taken to heart. The brand position, or tagline, we developed for Smead Capital Management captured the experience of working with them. It takes on added depth when one realizes that either word can be read as the noun for a slight shift in meaning. We love it when that happens.
A good tagline is a powerful thing, but to be all that it can be, it needs to be the tip of the brand messaging iceberg...the icing on the brand messaging cake. Whatever metaphor you choose, the point is that the brand story, elevator pitch, brand vocabulary and other elements that make up a Brand Message document provide a vital blueprint for copywriting, advertising, sales - any direct communication with your market - to ensure consistent reinforcement of the ideas you want people to associate with your brand.
Don't get us wrong, Bill and the Smead Capital Management team have no problem speaking for themselves. We just helped them focus on making every word count.
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