BRANDom Thoughts

Q: So you are a design and branding expert – how do those two concepts play against each other?

A: In my mind, a brand is a personality trait a company transmits to your brain. When I hear someone mention Coca-Cola, I picture the color red. Design plays into creating a brand's visual presence. At some point, a designer selected Coca-Cola Red to represent their company and product line.

Before designing a visual brand, it is essential to determine the desired voice, whether aggressive, soft, gritty, funky, etc. It is also imperative to research competitors and those organizations that may be in a similar space.

What is working for them, and what is not? What can I learn from them, and how can my client's brand fit into the mix and rise to the top?

Q: Where does the idea come from?

A: Ideas are generated by research and detective work, past experiences, and gut instincts. The most rewarding piece of a creative project is the eureka moment when the big idea strikes. This event can happen while driving, mowing the lawn, or grinding away on the treadmill. This dopamine-firing moment is what keeps me doing what I do.

Q: Do you often have to send a great number of ideas to a client to get them to buy into it, and how can you best help them decide?

A: I only send my clients my best ideas. During collaborative conversations with both parties, speaking, listening, and thinking, what I thought was a great concept can either be supercharged or cast aside in favor of a better one.

Q: As a business person, what are you doing to find new clients that works?

A: I post to my social media accounts, which include LinkedIn, Facebook, and Instagram. I also irregularly post to my blog and send emails to my subscribers. For our MVP clients, we send cool objects.

The best source of clients has consistently come from word-of-mouth.

Q: How can people find out more about you and your company?

A: Please visit www.eymer.com. While visiting our website, please add your name to our email list. We promise not to blow up your inbox.