Is Your Business Ready to Dominate 2025? Here’s How to Start Strong in Q1

THE SBD BRAND IDENTITY APPROACH

Peter Herring: SBD Copywriter and Brand Strategist

SBD’S Marketing Process for CREEKSTONE DESIGN + REMODEL Why are logos like Olympic Weightlifters? Yes, we’re talking about your company name, set in a specific typeface, in a particular color, with that graphic icon next to it. But...weightlifter? Exactly! Because your logo proceeds you everywhere, online, offline. With that icon, a powerful symbol of your unique expertise, and that font and color, chosen to elicit a trusting response in your target market, it does a lot of heavy lifting for your brand. It attracts attention, it engenders trust and willingness to try your company or product out, it sticks in peoples’ heads and hearts. It hoists your reputation.

Every year, for several years, we’ve created campaigns for TOC that generate tens of thousands of dollars in donations. Most of this work is done for the Willamette Week’s annual Give Guide. This year, we did it again – and then some. Not only did we create online and in-publication materials, but we also wanted to connect with TOC’s fans in the most personal way: in the venue itself. The need was urgent. That’s because an expensive upgrade to the alarm system is required in 2024. Thus, we created these posters.

From Once Upon a Time to Happily Ever After: People Love Stories.

ICONIC Road Stories: How to Market without Marketing

Classic Sash & Door (CS&D) is an established purveyor and installer of high end windows and doors for the greater Portland area. The company’s strength lay in their team’s deep knowledge of windows and doors combined with their familiarity with the diverse architectural styles of Portland area homes. Their ability to “match and enhance” the look of “your classic” home is a strong unique selling proposition.

Adventure Afoot at Christiane Millinger Rugs Christiane Millinger Rugs (CMR) is one of the best, most internationally connected, and most knowledgeable purveyors of widely diverse styles of fine handmade rugs in Portland and the nation. Christiane’s passion for rugs and her extensive knowledge of the history, natural materials, and techniques of hand weaving, plus her personal connections with international weavers and renowned designers, drive the brand. But the CMR website did not convey this. As well, Christiane said that she was losing sales to other rug sellers in town who were more trendy, though they lacked CMR’s diversity and depth. Also, CMR is the exclusive dealer in the Portland area for several international designers, and this information was downplayed on the site. While the company has walk-in and online business, as well as a small dedicated group of interior designers and architects who bring their clients to CMR, many designers in town turn to other purveyors. We did initial qualitative research with Voice of the Customer (VoC), one-on-one interviews with a mix of customers and professional designer clients. VoC research tells us, in the customers’ own voices, what triggers their search for rugs, how they search, how aware they are of the product qualities, experiences they seek, and other valuable information that helps us develop strategies and the correct voice and messaging to use in marketing the company.