I have two clients I’m working with that are planning nationwide expansion for early 2008. Besides the high excitement level and hopes for the new year these companies couldn’t be much more different. One serves businesses the other is direct to consumer. One is in technology, the other in education. One targets a high income level, the other a low one. And so on… The marketing strategies couldn’t be more different - except when it comes to search.

Today when people here about a product, service or company they “Google it”. Consumers use an online search before calling or stopping by a store to get more information. Many consumers now search for information online before they even ask their friends for advice. This seems pretty universal whether the market is B2B or B2C. People want to be informed before having a discussion.

This makes sense as people like to feel empowered. And they like to look smart and well informed to their peers. Socially it’s become unacceptable to bring up a subject without having done any research ahead of time - search is just too fast and easy.

The first two steps for both of my clients are the same: (more…)

Posted in Branding and Identity, Search Engine Optimization

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Fabrication Unlimited has been offering Sacramento custom metal fabrication for a couple years. I’m pleased to be a small part of this company. You see, I designed it.

John Christensen is the owner of Fabrication Unlimited and he started his business with just one product, a “satellite antenna under eave mount”. This product helps satellite installers do their job faster and reduces the sway from wind that causes signal loss.

Fabrication Unlimited also started with a website that had just one page.

Over the last year, I have met with John several times to discuss his marketing. Out of these meetings a tighter brand was assembled including a new logo, slogan and website.

John was certain he wanted a monogram for the logo and to tell you the truth… I was doubtful. I mean, what can you do with the initials “FU”? After some thought I came up with this: (more…)

Posted in Branding and Identity, Sacramento, Website Design

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