People often ask me why I use such “old school” graphics in my branding. Well, they don’t really; but it’s a great setup for a blog, isn’t it? So, let’s pretend.
You might have noticed that I like some vintage typefaces and such, and you might also note the antique typewriter ball in my marquis. (I mean, aren’t all typewriters antiques by now? Such a shame.) And I really wanted to do the whole website in Times New Roman – a beautiful, simple, serif-y masterpiece – but I didn’t want to scare too many people away.
“So, Cara,” you say, “In a time of continuing technological advancements – a glorified digital age, if you will – why in the world would you put such ‘old’ things into your branding graphics?”
The answer is simple. The basic building blocks behind language, behind messaging and behind communications, always endure. Even as our communications channels evolve, the fundamentals of impactful communications remain the same. Going back to the basics – clarity, grammar, punctuation, style, tone, intentionality, conciseness, and a thorough understanding of your audiences – always will be important to creating an effective message and messaging strategy.
No matter how flashy your website is; no matter what kind of SEO you have going for you; no matter how much money you spend on a direct mail campaign; and no matter how gorgeous your graphics or photography are … if your messaging isn’t as polished as it can be, it’s a waste of time and resources. Some “old school” message analysis always will do you good.
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