Beautiful things make you stare. Beautiful things that are effective make you act.

Your company logo should be one of those things.

The most common misconception about designers is that we’re in the “pretty” business. We’re not. We’re in the communication business. Designers are here to help you effectively spread ideas. Sure, aesthetics count, but beauty is a by-product of effective design.

Your logo is short-hand for your brand. It embodies all of the positive attributes that your company stands for in one tiny image. It differentiates you from the competition in a single glance. As people see your business cards, brochures, websites, social media and advertising, your brand identity should be reinforcing your brand promise.

At every customer touchpoint your logomark needs to be recognizable and memorable. It needs to demand attention.

Solid design makes your brand purposeful, distinguishable and important. It instinctively builds trust and purchases intent.

Your creative brand is the visual bait that gets you noticed, makes you memorable, and keeps you fresh. And that, is a beautiful thing.

Need a little help making your brand beautiful and effective? The design pros at Curve are ready to help.

Have you created your Google profile? While it’s no Linkedin or Facebook, Google does offer a pretty slick personal profile page. You’ll find your Google profile at the bottom of all searches for your name. It only takes a minute to create and it helps keep your personal brand and search engine optimization in tip top shape.

Click here: http://google.com/profiles/me

Add your photo, a short bio and some other personal info (don’t forget to add your Superpower!)

Most importantly: At the bottom of the form, you can link to your company’s web site, your blog plus your Linkedin, Facebook and Twitter profiles.

Social Media! Social Media! Social Media! Sometimes it seems that’s all people want to talk about. Oprah, Ellen and Tyra dedicated entire shows to it. CNN, FOX and NBC add it to the scroll of every newscast. Ashton Kutcher has declared himself the king of Twitter. Even Barbara Walters and Larry King are jumping in.

The buzz can be deafening. But it also can be a little misleading.

If your marketing plan doesn’t include a social media component, it’s a massive FAIL. Conversely, if your whole marketing strategy relies on social media, that’s also is a massive FAIL. Social media is no doubt an integral part of a successful marketing plan. The key to remember is: it’s just one part.

The most effective campaigns involving several distinct communication channels.

First things first — create a solid foundation for your brand — or as I like to say “don’t invite guests over until your house is clean”. Make sure your corporate identity, website and print collateral are engaging, convey trust and align with your brand anthem.

Next, use traditional mass mediums (TV, Radio, Print, Outdoor) to raise awareness. Be smart with your media buys to preserve capital and reach the right audience.
Choose participatory avenues like social media and event marketing to interact with your target customers, further the conversation and build relationships.

Finally, layer in activation tactics like direct mail, email campaigns and promotions to ask for the sale.

A good market plan gets all your initiatives working together to achieve your business goals.

Curve can help you navigate through all of the avenues of marketing. Give me a call at 248.253.0303 to find out how. Consider us the Molly Maids of communication. Except we don’t do windows.

Other Super Bowl rants from my twitterstream:
Dear Bridgestone. You’re supposed to sell tires in your ad. Not Mr Potato Heads or Miatas. Maybe start with a better agency. Call me.
Again, Bridgestone? Seriously. Why not just write a jingle if you have nothing to say.
I have no problem with Bridgestone’s entertainment value, they’re just not effective. Sitcoms make you laugh. Ads make you buy.
Love the emotional spot for Ronald McDonald House. Effective spots for Avon and Hyundai.
SuperFAIL. Good news: Marketing bought a Super Bowl Ad. Bad news: Forgot to tell IT they were plugging the web site. vizio.com is down.
Coke, Pepsi, Miller & Bud are big enough to do pure brand ads. The rest of us are not. Blend Awareness & Activation or spend your money on something else.
I’ve always loved the Miller deliver guy. Thewww.1secondad.com are even better — spot on brilliant.
I thought the Coke Picnic Bugs ad was beautiful and it held my attention. It didn’t make me want to drink coke.
Was that funny ad for Monster or Career Builder? As @AmyCurve says “if you put your finger over the logo, will we still know it’s your ad?”
The little kid/inner hero ad really grabs my attention. Unfortunately, in doesn’t make me want to go to Universal.
Strong ad from Teleflora. Way to entertain AND deliver your brand’s benefit.

Do More By Doing Less from Charlie Wollborg on Vimeo.

Challenge yourself: Do fewer tasks, but do them exceptionally well. Pour yourself into your work. Take great pride in what you accomplish.

Dear Facebook from Charlie Wollborg on Vimeo.
Does Facebook’s changing their terms of service help or hurt your business?

The great debate ‘08

I have taken on many new roles in my life.  Wife, Mother, Business Owner.  With each new chapter in my life I have received buckets of advice from friends, family and colleagues and have read countless self help books.   Here are the greatest hits:  (I’ve left out the stupid advice, it wasn’t worth typing - you’re welcome)

ADVICE ON MARRIAGE

~ The engagement ring.  Never take it off, ever.  OK, maybe if you work on an assembly line, but otherwise it stays on.  Yes, even when washing your hands, making meatloaf and putting on hand lotion.  Leave it on.  It is much easier to clean the ring than to replace it.
~ The wedding.  Enjoy the moment, every moment.   Spend time enjoying the events with your new spouse.  The cake, flowers, DJ, fourth cousins twice removed and freaky limo guy don’t need your constant attention and management. In 20 years will you remember what time the cake was served or the joy of eating it with your husband?
~ The disagreements.  Go to bed angry.  I know! - most people say ‘never’ go to bed angry. But let’s be frank…  Are you really going to solve your disagreement at 2am after a few drinks?  Let it go for the evening and if it is still worth revisiting in the morning hash it out then.  Chances are you won’t care so much about the $2.00 parking ticket the next morning AND you got a good nights sleep.

ADVICE ON MOTHERHOOD

~ The late nights.   During the early months when you and hubby are in high negotiations trying to decide whose turn it is to get up with the baby: neither party is responsible for anything said between the hours of midnight and 6am.  It’s the sleep deprivation talking.
~ The kids.  Ignore all advice you receive on childbirth, raising kids and to-be or not-to-be a working mother.  Do it your way, love your kids and life will be fine.

ADVICE ON BUSINESS

~ The team.  Hire slow, fire fast.   Interview every candidate at least three times.  Have your partner interview them a fourth time. This may seem grueling but finding the best people takes time and is worth the investment.  On the flip side, if you feel you need to cut bait - then cut bait - prolonging the inevitable isn’t helping anyone - especially your bottom line.
~ The money. If your business is a professional services company don’t be afraid to ask for half down.  Big project or small you can’t recoup time once you’ve used it.  Before you start work require a deposit - this shows not only a financial commitment by your new client but a commitment to the project as well.  Hold strong to this policy. 
~ The work.  Seek new business from brands you have a passion for.  Working on a project you love isn’t so much like work.  This one is self explanatory.

LIFE IN GENERAL

~ The hard fast rule.  Don’t cry over anything that can’t cry over you.  This is the best advice I can offer you.  All the rest is a crap shoot.

There are a few things in my life that are absolute truths (or ATs as I will call them cause I’m a lazy typer).  Now these ATs are natural phenomenon that often make me believe I am clairvoyant, lucky or cursed - take your pick.

11. I can’t Magic Eye.  You know those fad posters of the 90s that are just a jumble of dots that supposedly when you stare at them long enough you see an eagle soaring over a river.  Well - I don’t see crap. And to be honest, I don’t think any of you do either.  It’s a scam.

10. I haven’t naturally typed the word “the” correct since the invention of auto spell check.  I am unable to type t, h and e in that order.  It is always teh.

9. At least once a month I surf past Shawshank Redemption on TV (seriously, are there no royalty fees for that movie) - and I stop and watch every time.

8.  A stone chip in my windshield will always be on the drivers side, directly in my line of vision.

7. On any given “One Hit Wonders” show Come On Eileen by Dexy’s Midnight Runners will be featured.  Can’t we all just agree to let that miserable tune rest in peace, … please?

6. At least 5 times a week I glance at a digital clock and it is 11:11 (NO - my clocks aren’t broken)

5. Every day I wear black wool pants my cat will decide to give me extra love in morning, ensuring I take a part of him with me that day.

4. I can ALWAYS count on Tyler to make me smile when I’m grumpy - he is a natural born comedian.  Which is good because…

3. Chris will ALWAYS be at least 15 minutes late anywhere we go.  It’s taken me 20 years to accept this, and now - with medication - I can enjoy life again.

2. I never win the armrest war on an airplane. 

1. When they say “Caution Coffee is Hot” at a drive thru - they’re not messing around.  You could melt aluminum in there.  I am physically unable to heed this warning and will burn my tongue.

Shoot me back your absolute truths - especially if you experience the 11:11 phenomenon.

“Every Rose Has It’s Thorn” - Bret Michaels never sang truer words. As February ushers in yet another cold month in Michigan many Detroiter’s are dreading more of old man winter. It’s been a long hard winter and we’re feeling a bit defeated. There are, however, a few reasons I appreciate the cold. As a person that does not enjoy winter sports I really had to dig deep to come up with 6, but I think they are pretty stellar:

6. Heated Leather Seats. Oh baby, who doesn’t enjoy these. Instant warmth at the touch of a button. It’s like my butt is in Cancun while the rest of me is here. This is definitely one feature reserved for winter.

5. Flannel. Now let me first qualify this by saying flannel should never be worn outside of your house - ever.. promise? However, there is something extra snuggly about changing into flannel jammies after a long day. Comfy and cozy flannel demands relaxation. It’s nearly impossible to be stressed out while wearing flannel - seriously, I’ve tried.

4. Wrapping your hands around a hot mug of coffee. Sure - it’s a simple pleasure- but there is a brief moment of calm when you sit down with that first cup o joe each morning and wrap your cold hands around the hot mug. It’s just not the same escape for me in 80 degree weather.

3. Snow Days. The look of joy my son has when school is closed. Never again in life are you granted a free day, no demands, no juggling - just a spontaneous holiday to seep late, go sledding and live for the moment. Try to see the day thru your kids eyes - work will survive without you for one day and chances are you won’t be the only one taking a vacation day.

2. Throwing a snow ball. Now this is one thing impossible to do in July. There isn’t an adult out there that doesn’t throw at least one snow ball every winter. The random surprise attack of a snow ball to your spouse or friends if just plain fun and makes me laugh every time. Unless I’m the one getting hit - then it’s not funny.

1. The enemy of my enemy is my friend. Yowsa has it been a rough ride…. The DOW drops, bailouts fail and we’re at war. You knew all that. A lot of people are angry - a lot of finger pointing is happening. Maybe if we all focus our stress and worry towards Old Man Winter we’ll spend less time angry at each other. The nasty weather, icy roads and constant shoveling is the common ground we all share. Just think of how many opportunities for small talk our weather has given you. A stranger in line at Starbucks suddenly becomes your ally in the fight against winter. Take advantage of the snow to engage in conversation with your elevator mate - he may just be your next client.

Winter indeed has it’s share of thorns but the flower itself is a beauty. What do you love about winter - drop me a line.