Sign & Digital Graphics

April '19

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66 • April 2019 • S I G N & D I G I T A L G R A P H I C S The important aspects of branding Scott Franko owns Franko Design Concepts and Consulting. He formerly owned and operated a multi-division sign, graphics and custom fabrication business. You can locate and contact him online at www. FrankoDesign.com. get something to eat at the food court. While standing in line minding my own business, a family of 12 got in line right behind me; a mom, a dad and 10 kids from teens to twos. What caught my attention and made me sort of uncomfort- able was their appearance. Their clothes were sort of dirty, dingy, didn't fit right, and I remember looking down instead of making eye contact. That's when I noticed the shoes. Some of the little ones were wearing shoes way too big for their feet, while the older kids wore shoes way too small with the sides split open and toes popped out the fronts. Then my eyes caught a glimpse of the father's worn out shoes before looking down at my two feet with expensive designer shoes on them. Here I was all stressed out about the company wearing these great looking shoes while this family and their issues were per- fectly happy in theirs. Then I watched as they sat together and ate a meal—perfectly happy and content. It didn't matter what they were wearing or what they looked like. They had the right attitude. And that's when it hit me. Attitude. Attitude can change anything. And change starts with the right attitude. You can't see attitude. It's invisible. But it has an attribute about it that becomes seen or visible, and when you observe or experience it, it builds an impression. So when I got home that day, I decided to write a note that went out to all the employees the following week along with their pay checks. I titled that note Living Happily With Worn Out Shoes. A brand is more than a name and logo or tagline. Those aspects of branding are important to success, but there's much more to a brand. The name, logo, tagline, colors, shapes and fonts are all important components to a brand, but so are the intangibles—like your attitude. I remember the day when attitude built an impression on me and ended up having a great impact upon myself and my sign company. In fact, I attribute a lot of our success today back to the day it happened. I entered the sign business as a young designer fresh out of school and started out in design and sales. I was only there a short time before finding myself in the role of president. The company had just gone through some hard times and was trying to turn things around, but there was a negative mood hanging over it like a big dark cloud. I didn't know a thing about running a business, but I knew with of all the things going on, one the most important things to deal with was the negative attitude. One weekend I went to the mall to walk and think and look around at all the newest types of signs. I like the creativity with brands that I see at malls. Then I got hungry and decided to Building With Attitude B Y S C O T T F R A N K O Building Your Impressions RUNNING THE BUSINESS

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