brand messaging Archives - Julie Green, Billings, MT

August 5, 2019October 27, 2023

An Open Letter to Staples on Your New Logo

Dear Staples:

You might be tempted to think that, as a writer, my only tools of the trade would be a screen and keyboard. As it turns out, however, I happen to be one of those people who love the creative process of writing notes, mind-mapping and brain-dumping into good old-fashioned in notebooks—the Leuchtturm 1917-Squared, to be precise. A slight obsession with all office supplies, as a matter of fact, is apparently part of my DNA. I bought school supplies before my children were in school (actually, before I even had children) and I am transfixed by the smell of a freshly-sharpened pencil nearly as much as Meg Ryan was in the classic “You’ve Got Mail.”

Staples is just one source I’ve used to meet my ongoing need for an office supply fix, and you’ve admittedly been one of my favorites both online and off. But earlier this year you introduced a new logo that has led me to actually like you…less.

Let me be clear: we both know a logo is not a company’s brand. A brand is about experience, approach, and market presence—just to name a few aspects. A logo is, however, often the initial introduction we are given to a brand. Its importance should not be overlooked.

You, Staples, have incorporated a playful nod to your namesake within your logo for a quarter of a century. The curved “L” was professional, yet playful—memorable without being quite so literal. After all, you are a company whose name represents having all that a person or a business needs in terms of office supplies. Like a grocery store carries flour and sugar—a pantry’s staples—you offer the staples of my business day.

Enter the new logo.

(Yawn….)

It was noted in AdAge that your new icon also references a desk—apparently somehow better appealing to a business audience. The article also included a quote from your CMO Marshall Warkentin that the update reflects “the innovative, forward-thinking problem-solvers” that make up both the company and the company’s clients.

I doubt I’m the first one to tell you this, but you most definitely missed that mark.

This logo is far from either innovative or forward-thinking. It is obvious, clunky and lacks either style or interest. Is that what this brand, which I have adored as I strolled through aisles stacked with pens and planners, thinks of me as a customer? Do you truly anticipate that I as a business owner, creative and school supply-buying parent can’t somehow discern your offerings without that oh-so-literal icon?

Perhaps even worse was an experience I had last evening; one which gave rise to this post. While watching the CBS procedural “Instinct” (Alan Cumming is delightfully brilliant in it, in case you’re wondering), I also caught two TV spots—one right after the other. The first was from you, Staples. The second was from Cologuard.

Before you think I’m comparing the new Staples logo and one’s colon, let me stop you right there. Although I’m guessing you already know that I do think the Staples update stinks.

No, it was actually the icon associated with these two brands that caught my attention.

Your ad, “The Writer” was actually a beautiful piece of storytelling. As a writer who holds her own high school English teacher close to her heart, I appreciated the nuanced approach you took. Then we got to the end, where the new Staples icon is animated and the name enters the screen.

Next, this ad popped up.

Once you’ve stopped wincing and otherwise feeling uncomfortable, see if you notice anything. If not, let me help you out. Cologuard uses an icon that reflects their name, your anatomy, and the fact that this test is all about a box. (Hint: I’m not a doctor, but I can state with some authority that colons aren’t square.)

What’s the takeaway?

A medical testing company has determined that they can use their brand icon to help consumers better understand what they do.

Staples believes that in order for those same consumers to understand who they are as a brand, you need to show a literal staple or desk or whatever it is. (As a side note, if turned on its side, the Staples icon bears a striking resemblance to the Cologuard icon—which I admit you might only notice seeing the two ads so close together.)

Long story short, if Staples felt that an updated logo was necessary, you could have done better—much better. You could have sharpened the proverbial pencil (you have aisles full of them!) and done the work to create an identity that better appeals to your diverse audience. An identity that shares your story in a wonderfully unique way as opposed to going for the merely obvious.

And I’d have suggested you use a Leuchtturm 1917-Squared to get the process started (and by the way, you really should start carrying them in your stores.)

I expect better next time, Staples.

Sincerely,

October 23, 2016July 6, 2019

To Thine Own Brand Be True

One of the most valuable assets any company has is its brand. That’s no secret among those in the marketing world, which is why there’s always a bit of surprise when a brand goes off brand. Continue reading “To Thine Own Brand Be True”

November 4, 2014July 6, 2019

Why Black Friday and I May Be Breaking Up

Black Friday and I, it seems, may be breaking up this year

A two decades-old relationship is coming to an end, ruined by stores who fail to see the value of the Black Friday brand and the experience it provided.

It’s been nearly 20 years since the first time I set my foot out the door, shivering in the frosty chill as I scraped off my windshield and headed out into the pre-dawn darkness. My hair was a mess and I’d only taken the time to brush my teeth and take care of the basic social necessities, but with my mission clear in my mind, it didn’t really matter.

As I recall, it was a VCR that was on sale at ShopKo that had drawn me out for my initial Black Friday adventure. Of course, I had friends who’d been shopping it for years, especially to take advantage of toy offers for their kiddos. I’d called them crazy, but when I saw the price of that piece of television tech, I decided it just might be worth it after all.

I arrived and took my place in the long line of women at about 4 a.m. Most, like me, looked as if they’d just rolled out of bed. I chatted with people I didn’t know, and there were a lot of giggles about how we were silly to be up this early. I suppose you could call it a comraderie of craziness, a club of ladies committed to getting deals while having fun.

Did I get that VCR? Actually, I can’t remember—but the experience remains etched on my mind. For every year thereafter, with few exceptions, I would head out for those early morning Black Friday deals. It wasn’t about the sales, mind you; it was all about the experience. Pouring over the Thanksgiving Day ads and planning where to go and what to buy. Heading out with other wives and moms, having fun huddling together in our pajamas and coats, laughing as we waited in long lines and sharing the deals we’d snagged. It was even worth it when we returned from 12 hours of shopping, exhausted, feet hurting but with bags full of finds.

In a way, you could say this was the Black Friday brand. A brand I loved—enough to be a part of a CNN story a few years ago about my shopping strategies. It’s also a brand that has, especially over the last 3 years, diluted itself to the point of being virtually unrecognizable.

Now stores are opening almost as soon as the last bite of turkey has been consumed, and the fun of it all has declined. It’s not just that more people are coming out—it’s that they’re coming out complaining every step of the way. The lines are too long, they say. They don’t understand why the store may only have 3 of those $199 70” televisions in stock. They push, they whine, they argue. Men who would never dream of getting up at 3 a.m. are being dragged along by wives and girlfriends, and they aren’t happy about it. I’m not the only one to dislike the practice, mind you; in fact, 62% of Americans who participated in a recent survey reported they either disliked or “hated” the practice of opening it up on Thursday.

I can do all my shopping online and get the same deals, so I don’t see any reason to go out in my pajamas when I can certainly stay at home in them. So perhaps that will be what the Black Friday brand will ultimately become—a day of staying in. Which is a little ironic, considering that’s exactly what Thanksgiving Day used to be.

So Black Friday and I, it seems, may be breaking up this year—a two decades-old relationship coming to an end. Ruined by stores who fail to see the value of the Black Friday brand and the experience it provided.

May 12, 2014July 6, 2019

Telling Your Story

Thoughts from a freelance writer

As a freelance writer, I have the opportunity to work on a lot of different projects, from websites to writing magazine articles. Recently, I was approached by a local historic organization and asked to write the brochure for their upcoming home tour–one of their primary fundraising events.

Unsurprisingly, the project required me to take the home tours myself, meeting the current homeowners and talking to them about the history of their homes. As one who firmly believes that a building is more than just a collection of wood, windows and the occasional archway, I also wanted to know more about the homeowners themselves.

One of the people I had a privilege to meet had an amazing story to tell. Born in Boston, she met her first husband during World War II, married him four years later and moved to northwestern Montana. There, this first-generation American became a self-taught artist whose works have been purchased by some of the biggest names in Hollywood. Widowed while still in her 30’s, she raised her four children on her own, moving them across the state to Billings to ensure they had better opportunities. Her home–one of the most distinctive I have seen in quite some time–is warm and beautiful, a perfect reflection of her own personality.

As I talked with her, I became enthralled with her unique life story and asked her if she had written that story. With a wave of her hand, she laughed and suggested that few, if any, would be interested. Detailing the many things I’d learned about her in our time together, I suggested otherwise.

I’m always amazed how people are hesitant to tell their life stories. I’m also surprised at how many companies are equally as reticent to do the same. Oh sure–they’ll tell what products they sell or what services they offer, but they too often refuse to get to the heart of what makes them different, and that is their own story.

Why did the business begin? What was it like in those first years? How has it changed? Why do they offer the specific products or services they do? How do they relate to their customers? What truly, madly, deeply, authentically sets them apart?

Failing to take the time to tell your story (and tell it well) means that you’re failing to take advantage of the opportunity to reach your customers. If you’re having a hard time telling yours, I hope you’ll contact me.

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May 6, 2014July 6, 2019

Being Different Makes a Difference

Making Your Brand Stand Out

A few days ago I had the opportunity to work with one of my clients on one of their RFP’s. We talked through presentation ideas, from content to binding and discussed key elements. What we all soon realized, however, was that our primary goal was this: simply stand out. Not by the cover or the way the document was going to be tabbed—but in the proposal’s one-page introduction.

Now it may seem obvious, but it’s actually harder than it sounds. In a stack of RFP’s in which the contenders are in the same industry, generally doing the same thing, being different isn’t easy. Being different means taking a risk, it means having to be willing to prove that you truly are unique—and that the uniqueness of your company and its brand is a good thing.

I suppose it’s time to let the cat out of the bag here: this post isn’t really about how to win an RFP. There are dozens—hundreds even—of posts out there that posit precisely how to win one, or why you shouldn’t care about winning them or a host of other discussions. What the experience of dealing with an RFP called to mind for me was the importance of developing and sharing the right message regardless of the type of project you or your business is working on.

Whether you’re working in healthcare or horseshoeing, the fact is that if you don’t know what you do better than your competition, and don’t have a way to share those differentiating factors, you will never be able to successfully achieve your goals. In fact, not knowing what sets you apart will ultimately waste your time and money as you chase after business you may never win, and ignore business that could easily be yours.

One of my favorite articles about brand building is this one from Inc. At its core is the principle of proper messaging—and standing out or being different in the right way. As noted by Carlos Martinez Onaindia, co-author, Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers (Wiley, 2013):

“Differentiation is not about differentiation from your competition. It’s about how you engage your people and your stakeholders so they feel in their minds you are different.”

My clients won’t know for a number of weeks whether or not their RFP will be the winning one and, as with any company going through the RFP process, have a lot of work ahead of them. But as noted by one of the sales team after receiving the introductory page I prepared for their review, “Wow…it’s different from any [industry] bio I’ve seen, and that’s exactly what we need.”

Being different makes a difference to companies of every size, in every industry. Do you know what sets you apart? If not, I hope you’ll contact me. And in the meantime, I’ll leave you with a little RFP-style humor:

January 6, 2014July 6, 2019

What’s in a Brand?

Your business IS your brand.

While growing up on our family’s farm and ranch in Wyoming, I knew a lot about branding. Every spring and fall after calving season, we had to round them up, send them through the shoot, give them their vaccinations and apply a brand. Now I understand there are people out there appalled by this centuries-old practice, but for a rancher, branding is critical. It’s true that cattle theft, or rustling, is actually still alive and well and without branding their four-legged assets, ranchers would never be able to prove ownership. A brand ensures that their cattle can be distinguished from any other herd.

Now, you may wonder why I talk about cattle branding on a website about my freelance writing business. The answer is that helping to create a brand for a business–or writing messaging that supports a brand–is a big part of what I do. A company’s brand, you see, is far more than just a logo. It’s everything that sets them apart in the minds of their customers.

In an Entrepreneur.com article published late last year, Less Kollegian and Charles Van Vechten encouraged businesses and organizations to embrace their brand. They wrote,

“A new logo or shiny brochure is just one small aspect of your brand. It also has a voice, a message, a persona and much more. Remember that your brand is your ‘everything,’ from how you communicate internally and externally as well as go about your business even when no one is looking.”

I would also add to Kollegian and Van Vechten’s description this: your brand must be authentic, and it must be unique to you. Even if you are in a crowded field with competitors to the left and right of you, there is something distinctly different about how you do what you do, day in and day out. And that “distinctly different” something is your brand–whether or not you’ve ever identified it as such.

If you know your brand, it must be evident on-line and off, in your website, your marketing materials, the way you communicate with your customers and the way you communicate with your organization as a whole. If you don’t know it or can’t express it, then now’s the time to start discovering it.

Don’t believe me about the importance of having–and knowing–your brand? Just ask the next rancher you see.

If you’d like to know more about the importance of having a strong brand message, or need help in establishing one for your new or existing business, contact me today.

photo credit: m.gifford via photopin cc