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This chapter is from the book

Putting Your Brains and Your Brand into Action


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Creative at Work: David Airey is graphic designer and design author from Northern Ireland. His popular book Logo Design Love is full of inspiring logos and real-world anecdotes that illustrate best practices for designing brand identity systems that last. He shares his experiences in working with clients, including sketches and final results of his successful designs, but also uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to work with clients to achieve success as a designer.


Twitter: @DavidAirey

The most successful way to generate demand is to proactively connect with the clients you want or the ones you have, and to do it with your brand leading the way. When you repeatedly care for, support, and over-deliver to buyers big and small, you aren’t just providing a service; you’re leveraging your character and charm. Nothing creates a spark more than a personal touch, and that takes some scheming. Too often, the traditional sales call or networking attempt is dry and boring, but when you can incorporate your brand into the experience, and produce a good feeling or a memorable moment, you’re giving yourself the opportunity to make more than an impression.

The value of your business lies in the fact that you’re in it for the long run. The long run is what true demand requires. Demand builds over time when you build trust and give people more than they expect. It shows that you’re not a flash in the pan, but rather a skilled craftsperson who is building a legacy, a resume of being the go-to person for this particular creative product or service. You rely on your craft; others should feel like they can rely on your craft too. In the end, your brand is not really for you, it’s for your buyers. So as your brand develops, expand your thinking around how you can put your brand into the minds, hearts, and hands of your target market. Your captivating style can’t just be shared with those who are currently paying you. Let your brand be something you use beyond your website and stationery. Find unique and recognizable ways to share the big ideas and big heart behind your business. You don’t want to end up with a sharp logo and no crowd to attract with it.

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