Imagine, new and improved

For some time, I’ve had the sense that the word “marketing” no longer accurately conveys the full spectrum of activities we’re involved in at Imagine. The word seems vaguely old-fashioned, as if the speed of technology has passed it by. Over the last few months, this discussion has been a central focus of our entire team. Recently, we reached consensus that Imagine is, first and foremost, a communications company. That is the concept that ties all of our offerings together, the one constant that keeps us ahead of the market.

And so it is with great fanfare (insert virtual sound effect here) that Imagine Marketing is now Imagine Communications. This is not a decision we came to lightly. After all, we’ve spent the last 11 years building brand equity for our previous name and logo. A lot of strategic thinking, relationship-building and plain old hard work went into that effort. We certainly don’t want to lose any of the credibility we’ve so painstakingly established. Still, the new name is a more accurate reflection of our true identity. Think of it as an evolution, not a change. This will become clear as you take a look at the services we offer:

· Strategic Business Planning

· Messaging

· Branding

· Graphic Design

· Media Relations

· Social Media Development and Management

· Media Buying

· Consultation

· Facilitation

· Government Affairs/Lobbying

· Video Production

· Animation

· Publishing

· Event Planning and Coordination

· More

I threw the “more” in there because I’m sure I left something out. Or maybe it means that there’s “more to come.” Either way, I felt we needed a loophole.

If you had reviewed our list from just three or four years ago, it would have looked entirely different (and shorter). The newer additions are a response to the economy, the marketplace and to our own emerging skills and interests. And we’re surprisingly good at all of them (if I may brag a bit), thanks to a team of dedicated, enthusiastic individuals who never settle for less. If you know any or all of us, I hope you’ll agree that we’re a good group to work with. Results-driven and fun at the same time.

I believe our new name and logo communicate all of that. A little bit corporate, a little bit entrepreneurial, but still capturing that intangible “stuff” that makes us who we are.

I wonder if we can get Donny and Marie to sing our new theme song.

Brian Rouff serves as managing partner for Imagine Communications. Despite his Donny and Marie reference, he likes to think he keeps up-to-date on current industry trends. Email Brian at his new email address: brouff@WeAreImagine.com.

It’s not about where you network, but how

Why do you network? Do you attend networking events to gather as many business cards as you possibly can? Or, do you attend them in hopes of finding key people you really like and want to do business with? Though the first option plays to my naturally competitive nature, I would rather leave a business networking event with a few cards of people I will keep in contact with, rather than 50 cards of people who offer services I will never need. I like to work with people I like and the only way to know if I like someone is by getting to know them. Getting to know them goes far beyond the information a business card can provide.

With the rise of social media, networking no longer requires you to get dressed up to make the best first impression. Networking can happen anytime from the comfort of your own home by accessing your favorite social networking sites. Whether you network online or off, the rules are, essentially, the same. The most effective networking isn’t about quantity, it’s about quality. It’s about building relationships that can be mutually beneficial. Business is done by people, not Twitter accounts. Putting time into building strong relationships will pay off when you need a partner on a project, advice or even your next job.

I have heard many complaints that both networking and social media can be a waste of time, but my question in response to this is, “Are you putting time into creating the type of relationships you want, or are you just collecting business cards and friends on Facebook?”

Megan Lane is part of the client relations team at Imagine Marketing.
Contact Megan at mlane@imnv.com.

Where do logos come from? (The birth of a logo)

Some things you can do yourself ... others should not be attempted

The conception- When I design a logo, the first stage is to meet with the client and gather all the information possible. We discuss the service or product the company is offering, who they’re targeting, their likes and dislikes in regards to colors, etc., and of course, the name. In this meeting, we must discover the feel of the company in order to put together the right look. From there, we go into brainstorming; sometimes this occurs with the client, and other times it is an internal process with the Imagine team. From this brainstorming session and meeting, we have what we need to move on to the next step, which can be compared to the process of being pregnant, though usually it doesn’t take quite as long.

The 1st trimester- During this phase of the logo process, I do what I call a mental flush by writing any words or short phrases that have anything to do with the client and the service or product until nothing further comes to me. This process allows me to open up my mind and to move through the obvious into the original. At the finish of this process, I take my list and start circling the words and/or ideas that will take me to my next step.

The 2nd trimester- After I put all the ideas on paper, I pull out my pencil and a pad and begin drawing while consulting my list of words. At this point, the drawings are very simple, just enough to communicate the idea. I will try many variations of the same look as well as creating completely different looks; the further I can delve into it, the more original it becomes. At the end of this process, there can be anywhere from a page to several pages of small sketches. Of these sketches, I will once more go through and circle the most promising ideas.

The 3rd trimester- Once I have chosen the ideal sketches, I will saddle up to the computer to recreate the sketches digitally. I then provide the client with three completely different versions of the logo. I have found three to be a happy number, not so many as to confuse, not too few to lack variety.

The birth- Of the three versions, the client might choose one right off the bat. Or I might have to go back to the drawing board, where I will tear the logos apart, reconfigure them and present them once again to the client. During the birth of a logo, it can go back and forth between designer and client multiple times, or it can go quickly and easily. Just as in childbirth, there are no real deciding factors. Once the final logo is born, I bundle it up and send on its way to live a long, full life making the client happy.

NOTE: A good logo makes the company look good. By the same token, a poorly designed logo makes the company look bad. Therefore, designing and deciding on a logo is a delicate process. Since a logo identifies the company it represents, hiring a good designer is a great investment. There are people who will “design” a logo for $20, and there are “logo designing” programs that can be purchased. However, many factors are taken into account when designing a logo that truly represents a company. If done correctly, your logo will be a true reflection of your organization’s identity.

Cynthia Carbajal serves as Graphic Designer for Imagine Marketing.

Email Cynthia at ccarbajal@imnv.com.