During our Understand Your Brand (UYB) workshops, we dedicate time to literally drawing an ideal customer. Not an artist? No problem (my faces are consistently frightening). The point is to articulate, visually and in writing, the traits belonging to your perception of the perfect persona.
What I learned fairly early on is that selling isn't about selling at all...when you believe it. Selling a conversation. Selling an explanation. Selling is about explaining value that can't be argued. Selling is about listening and asking the right questions. Selling, at its core, is about caring and giving a damn.
In the past year, we’ve worked with over five charter schools and their supporting organizations, rapidly increasing our experience within this specific niche...we realized we knew a heck of a lot about them, were passionate about their success, and ready to showcase our creative work for charters schools as one of the things that we do best.
All of this started with a skeptical "What's the point?" type of conversation with our team 10 months ago. It would have been easy to say, "not right now". I'm glad I didn't. I'm glad that I let someone else convince me that it was worth it, because it has been. And I'm glad that I'm able to run a company where ideas do come to thrive.
The world will move on in tech progress, as it should. What we have to be careful of is losing our personal touch, taking misconception for fact, and substituting a complementary tool for the task itself. In a nutshell, technology should serve us, not replace us.
How much does a logo cost? If the process, thoughtfulness, and intentionality – the "why" behind the "what" – is important to you, then an investment is just that – a strong investment, not simply a line-item expense.