- Discover how planning your marketing strategies and brand is important
- Find out why investing in a high-quality and world-class brand logo, and web design is better than under-investing
- Learn how first impressions matter in a business brand
- Check out Ross’ Blog on How to Build a Strong Brand Identity: crowdspring.com/blog/brand-identity
Are you struggling with how to build your own brand? Are you planning on using an online logo generator for your brand?
Don’t settle with the generic instead go with something mesmeric. Be authentic with your brand and settle with something high-quality and world-class while paying less! First impressions matter, so grab their attention with your authenticity and the rest will follow.
Ross Kimbarovsky is the Founder and CEO of Crowdspring where 220,000+ creatives help businesses, startups, agencies, and non-profits with high-quality custom logos, web and graphic design, product design, and business names.
In this episode, Ross shares how thinking about your brand identity and investing in it is very crucial, especially for small businesses. He also shares his insights on what to do and what to avoid when building your own brand.
Check out these episode highlights:
- 01:28 – Ross’ ideal client: “Ideal client is a solopreneur or small business, one-to-nine employees looking for ways to level the playing field against bigger competitors.”
- 01:50 – Problem Ross helps solve: “Small businesses, entrepreneurs, startups have a tough time finding affordable high-quality design and finding people that can execute, do high-quality design. And so, Crowdspring helps entrepreneurs, those businesses, small agencies with everything from custom logo design, to website design and marketing materials design for every stage of their growing business.”
- 03:11 – Typical symptoms that clients do before reaching out to Brad: “Well, there are a number of things. First of all, marketing campaigns. Good marketing needs two things. Well, three things. Strategy, good copywriting, and good visual design. Marketing campaigns fail without any of those three things.”
- 05:08 – Common mistakes that people make before they find Ross’ solution: “I was going to say that this is a problem. When you under-invest in design in the beginning, it creates a poor foundation. So, everything you do later, you’re making poor first impressions. Your marketing campaign suffers.”
- 06:02 – Ross’ Valuable Free Action (VFA): “Do a SWOT analysis. So, SWOT stands for strengths, weaknesses, opportunities, and threats used by big businesses, great for small businesses. It’s a way to evaluate what your strengths as a company and brand are, what your weaknesses are, and foremost, it will be about visual design and the way you message and communicate about your products.”
- 06:43 – Ross’ Valuable Free Resource (VFR): Check out Ross’ Blog on How to Build a Strong Brand Identity: crowdspring.com/blog/brand-identity
- 07:20 – Q: Why can’t they wait a year, six months, a year and a half, to invest in design after they’ve launched and have a bit more money? A: You make first impressions when you’re initially launching. And when you’ve been in business for a year, whether you like it or not, you’ve developed a brand. You’ve developed a visual brand identity. And if it’s poor, if the foundation is poor, it’s really difficult to turn around after a year. And now the cost is significant because you have an identity.
Tweetable Takeaways from this Episode:“Cheap, and free design is never cheap or free. It costs you a lot more in the long term.” -Ross Kimbarovsky Click To Tweet
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 00:09
Hello everyone and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from Little Castaways Beach in Australia, joined today by Ross Kimbarovsky. Ross, good day, sir. Where are you hanging out?
Ross Kimbarovsky 0:23
Hey, Tom, happy to be here. I am in Chicago, Illinois in the United States.
Tom Poland 0:28
Chicago, Illinois, all the way to Castaways Beach in Australia. For those of you who don’t know Ross, it really is a privilege to have you on the show, Ross. What you’ve achieved- I don’t know what you’re 140 years old or something because what you’ve achieved in your lifetime is truly breath taking and extraordinary. For those of you who haven’t heard of Ross, he’s the founder and CEO of Crowdspring, and that’s where 220,000 and counting creatives are helping businesses, startups, agencies, people like us, and non-profits with high quality, custom logos, web graphic design, product design, business names. So, it’s fitting therefore that the title of this little interview is, How a Strong Brand Identity Can Help You Build a Successful and Sustainable Business. So, let’s put some flesh on that skeleton. Ross, our seven minute starts now. Who’s your ideal client, sir?
Ross Kimbarovsky 1:28
Ideal client is a solopreneur, or small business, one-to-nine employees looking for ways to level the playing field against bigger competitors.
Tom Poland 1:37
Perfect. Thank you. So, tell us in addition to levelling the playing field against bigger competitors, how would you- question number two, how would you define the problem that you solve for those people?
Ross Kimbarovsky 1:50
Small businesses, entrepreneurs, startups have a tough time finding affordable high-quality design and finding people that can execute, do high-quality design. And so Crowdspring helps entrepreneurs, those businesses, small agencies with everything from custom logo design, to website design and marketing materials design for every stage of their growing business. Ultimately, we cut prices 10 to 15 times less than the market in a different model. In a traditional model, you’re picking a designer, and then waiting for weeks to see the design. In Crowdspring’s model, you pick your price, and designers compete by submitting actual designs. So, you’re picking from dozens of custom logos, dozens of custom website designs for your business.
Tom Poland 2:40
So, you solve the problem of price and creativity, and-
Ross Kimbarovsky 2:45
Tom Poland 2:46
Essentially, yeah, you deliver a diversity of options for the client. Perfect. Thank you. So, tell me- what I’m interested in now, question number three, five and a half minutes left, what are some of the typical symptoms that the solopreneurs these consultants, these small business owners- how do they know they need Crowdspring? What’s going on in their business or they think, “I got to check this out”?
Ross Kimbarovsky 3:11
Well, there are a number of things. First of all, marketing campaigns. Good marketing needs two things. Well, three things. Strategy, good copywriting, and good visual design.
Tom Poland 3:24
Ross Kimbarovsky 3:24
Marketing campaigns fail without any of those three things. And without all of those three things. So ultimately, one of the challenges for small businesses is how do you get a high-quality custom design at an affordable price. So as an example, logos used to cost 10s of 1000s of dollars from agencies, our price point starts at $299, including all fees. That cuts the price 10 times or more, giving small businesses, startups access to high-quality visual design from a global group of freelancers. So, a business knows they need high-quality design when they’re struggling with their marketing campaigns when their visual brand looks like 1000s of other brands.
Tom Poland 4:05
Ross Kimbarovsky 4:06
A lot of people think I’m just going to get something generic, use a generic template, use an online logo generator. Problem is none of that is remarkable. You’re not standing out. You look like 1000s of other businesses. And that creates a problem because every marketing campaign is built on a foundation. The foundation for design and copywriting is weak, marketing campaigns fail.
Tom Poland 4:28
Yeah. So, what I hear you saying is this is really an extraordinary opportunity to get cut-through in the marketplace and to stand out as being world-class, and yet on a budget. And folks, I’m not an affiliate for Crowdspring at all, so this is- I’m just stating what I think is probably the bleeding obvious and it’s suddenly people’s websites look like they’re, you know, their cousins, brothers, high school kids. And really, up until now, that world-class cut through with branding and graphics, it’s been pretty hard to get a hold of for the sort of prices you’re talking about. So, you want to add something to that?
Ross Kimbarovsky 5:08
I was going to say that this is a problem. When you under-invest in design in the beginning, it creates a poor foundation. So, everything you do later, you’re making poor first impressions. Your marketing campaign suffers. So, this is where you can truly level the playing field against other companies without spending a lot of money.
Tom Poland 5:25
Right. And it’s that- I mean, naturally, not logically necessary, but naturally, we’re inclined to think if the graphics and the images are cookie-cutter, or if not even average, then it’s likely the service that’s being provided will be over commensurate level. So, as I said, whether that’s logical or not, we want to create a decent first impression that this is something that’s world-class. So, tell us- question five, two and a half minutes left, what’s one action that someone listening to this could take that may not solve the whole problem, they might need Crowdspring for that, but it might take them a step in the right direction?
Ross Kimbarovsky 6:02
Do a SWOT analysis. So, SWOT stands for strengths, weaknesses, opportunities, and threats used by big businesses, great for small businesses. It’s a way to evaluate what your strengths as a company and brand are, what your weaknesses are, and foremost, it will be about visual design and the way you message and communicate about your products. That’s the one thing you can do. We actually write a lot about SWOT analysis on the Crowdspring blog. It can help you identify that area that can help you make the next step and grow your business.
Tom Poland 6:31
Perfect. Thank you. Question six, let’s give folks a resource they can go to. If you got something that’s free, people can just go to the website. Where do they go to get something to learn more about this?
Ross Kimbarovsky 6:43
We got a phenomenal guide on our blog, crowdspring.com/blog/brand-identity. 21,000 words. It’s free. It covers everything you need to know to build a strong visual identity. And we talk about SWOT analysis in there as well.
Tom Poland 6:58
Wow. So, it’s the whole brand identity. This is a book essentially on brand identity. So crowdspring.com/blog/brand-identity. Go get it. One minute left, one last question, which is question number seven. I always like to finish with this one. What’s the one question I should have asked you, but didn’t?
Ross Kimbarovsky 7:20
So, the one question that a lot of businesses wonder is, why can’t they wait a year, six months, a year and a half, to invest in design after they’ve launched and have a bit more money? And the answer to that question is you make first impressions when you’re initially launching. And when you’ve been in business for a year, whether you like it or not, you’ve developed a brand. You’ve developed a visual brand identity. And if it’s poor, if the foundation is poor, it’s really difficult to turn around after a year. And now the cost is significant because you have an identity. You have to change everything, your website, your business cards, your colors, your marketing materials, your messaging. When you start at the beginning, you can control the pace, you can build a strong brand. That’s why we say that cheap, and free design is never cheap or free. It costs you a lot more in the long term.
Tom Poland 8:12
Right. Thanks, Ross. That’s time’s up, but I will add to that. The other problem with that, folks, is you have all the legacy stuff sprinkled around the internet, like confetti at the wedding, and that can be just flat-out embarrassing. I should tell it right. So better to start now. Ross, really appreciate you coming on the show. As I said, it’s a real privilege to have you here, someone of your stature and the number of achievements. We have not even scratched the surface in this interview, but thank you for your time. Appreciate it very much.
Ross Kimbarovsky 8:39
Thanks, Tom. Enjoyed it.
Tom Poland 08:41
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.