Sign & Digital Graphics

June '19

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26 • June 2019 • S I G N & D I G I T A L G R A P H I C S Improve your branding by bringing out your strengths 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. customers, or becoming stale, declining or needs a change. If something needs to change, branding plays a big part of carry- ing out those changes, but the changes should still involve and reflect the core elements of the brand. For instance, the shoe brand KEDS was founded in 1916 when Charles Goodyear began providing the rubber soles for women's shoes. KEDS grew to be a great brand until failing to keep up with fashion and buying trends. So, a few years ago they got Taylor Swift to become their spokesperson for a new campaign called Ladies First Since 1916. They got back to their core roots to serve and honor women, and that brought the brand back. Another example is the Hudson's Bay Company. In order for the Canadian company to better compete better with Walmart they rebranded, but they were still the same company at the core. A core attribute could be connected to a significant piece of history or location. I live on an island on the east coast. On my island, there's a restaurant that took a beating from Hurricane Florence. As they rebuilt themselves, they also wanted to rebrand. One of the more famous attractions of the island is a historic swing bridge. It was recently taken away and replaced by a modern high-rise bridge over the intercoastal waterway. But the old swing bridge is the one with all the character. If you ask anyone living here, or anyone who's ever visited, they would tell you that this old bridge was one of the core attributes of the island. While rebranding, we made a replica of the old bridge A t the core of every person and organization are the traits that make them unique—the strengths, passions, talents, skills, or something special and unique like a product, a service, intellectual property, use of technology, or perhaps an idea ready to become realized. The core is where your gifts are stored waiting to be given to the world. Your core attributes are what make you unique, and they help you become what you want to be and what you want to do. Within your core is your purpose. It is said that many things can catch your eye, but only few can catch your heart. In other words, know your core and don't get sidetracked from it. An apple is an apple down to the core. When people and organizations try to be something they're not, they are not living out who or what they are at the core. It's easy to get away from our core and try to be something we're not. It happens with brands all the time for a variety of reasons. That's why in branding, there's what we branders call the Rule of 7, where at least every seven years a brand should be evaluated to determine if it is still relevant, resonating with B Y S C O T T F R A N K O Building Your Impressions RUNNING THE BUSINESS At the Core

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