Collaborating on the WordCamp Milwaukee 2012 website

I recently joined a networking group for web developers who build custom WordPress websites and volunteered to help design the website and brand for this years WordCamp Milwaukee. Although there are several WordCamps across the country this is the first time one has been held in Milwaukee. The idea is to spotlight local talent and talk about everything WordPress.


WordCamp Milwaukee was a two day event in early June. Thanks to several volunteers the event was an incredible success. I was excited to contribute by developing the look and feel for the site while working with a couple of serious PHP gurus on the backend of the site. It was a very successful collaboration.

Updating custom WordPress project...

Over the last decade or so sustainability has become extremely fascinating to me. Working with Barb Basaj at SunSpec Energy Solutions, a home performance consultant and solar site assessor, was extremely rewarding. I had the opportunity to work with a small business offering several valuable services that help our environment and create energy independence.

After some careful consideration I've decided it's time to bring my own brand into line and update it with some minor changes. The first change is to align my business name with my URL CarlDesigns.com. The goal is to highlight the individual service my clients experience working with an independent designer vs a large firm. Instead of using my full name I've switched to my first name only because the I'm on a first name basis with all of my clients.

There are a couple other reasons for making this change... first, it shortens up the name making it easier to remember and second it retains my first name which allows me to do business without having to use a "doing business as" (DBA) designation.

I've started to experiment with my logo. Primarily to remove one of the graphic representations of the letter "C" while retaining aspects of its present appearance.

Second round of logo refresh

Recent custom WordPress website

Voice Over Nation is a training program for aspiring voice over artists. Not only do they show you the ropes they get you started with a promo disc. The owners are two fun guys with years of experience in the industry and love what they do.

The logo inside the brand

There are far too many people and professionals in the industry that still haven't made the distinction between a logo and the brand. The overall brand strategy encompasses not only the logo but every element such as marketing, advertising, public relations, employee training, etc... Without a well developed brand strategy all of these pieces are floating separating occasionally bumping into one another. 

A well thought out brand strategy is what connects them and imbeds the DNA of a brand throughout every aspect of an organization. A strong brand is similar to a set of Russian dolls—each one stands securely on its own yet has the same characteristics as the others and fit perfectly one inside another. A logo is only one doll inspired by the core purpose of the organization which is magnified from layer to layer.

Is it time for a logo Makeover?

How do you know if it's time to give your logo a makeover?

Start by evaluating what works and what doesn't. Your logo may only need a few small changes or may need to be redesigned from the ground up. Remember your logo is not about what you like or dislike but what appeals to your market. It's important to start this process by being honest with yourself.

The good news is this is an excellent opportunity to reevaluate your brand and how your logo fits within the scheme of your goals. Does your logo project the essence of your brand? Has your vision and mission changed over the years? Has your market changed? It's difficult to deliver on your brand promise if one or all of these elements have changed.

Find out what it is about your logo that still works. What elements of your present logo does your market respond to? Is it an image, logotype, colors, your tagline? Ask your existing customers what they like about your logo and what they would change.

Many logos simply need the application of a reductive approach—removing and simplifying the mark. Take Starbucks as an example. As they've grown over the years their mark has become highly recognizable allowing them the freedom of removing their name from the logo/mark. I wouldn't recommend this for most small businesses because few small businesses have the brand recognition of Starbucks. However, you can see that each time Starbucks refreshed their logo a reductive process was implemented—simplifying the mark to it's bare essence and increasing its visual recognition.

One of the most consistent mistakes I see in logo design is font choice. So many logos are designed with trendy fonts that come and go in just a few years. Can you imaging being a large corporation and spending millions of dollars on a new logo only to have to update it a year or two later? It just doesn't happen.

This is one area where I recommend small businesses think like a large corporation and use a traditional font as the foundation of your logo design. One exception to the rule is restaurants and nightclubs. Successful restaurants tend to change very quickly depending on the trends. But for most small businesses it just doesn't make sense.

If you do decide to make changes to your company's logo you will need to update your entire identity system (everything your logo is applied to). Even if you only change your logo's color(s) you may need to adjust the style, look and feel, and coloring of other brand elements such as your photograph or graphic elements (other than your logo).

One last important point is to remember—your logo is not a work of art but a communications tool. If your logo does not communicate what your business provides, either product or service, you're loosing potential buyers.

The Curse of Knowledge...

Made to Stick is a great book about crafting ideas and sharing them with people who can make a difference. We all have ideas but most never take off. This book shares the stories of those who made their ideas stick.

I was especially drawn to the chapter on "the curse of knowledge". It's stuck with me and I thought I'd share an excerpt with you from the Made to Stick web site—try it for yourself.
The following is an excerpt from Made to Stick web site: http://www.madetostick.com/excerpts/

Tappers and Listeners 

In 1990, Elizabeth Newton earned a Ph.D. in psychology at Stanford by studying a simple game in

which she assigned people to one of two roles: "tappers" or "listeners." Tappers received a list of twenty-five well-known songs, such as "Happy Birthday to You" and "The StarSpangled Banner." Each tapper was asked to pick a song and tap out the rhythm to a listener (by knocking on a table). The listener's job was to guess the song, based on the rhythm being tapped. (By the way, this experiment is fun to try at home if there's a good "listener" candidate nearby.)

The listener's job in this game is quite difficult. Over the course of Newton's experiment, 120 songs were tapped out. Listeners guessed only 2.5 percent of the songs: 3 out of 120.

But here's what made the result worthy of a dissertation in psychology. Before the listeners guessed the name of the song, Newton asked the tappers to predict the odds that the listeners would guess correctly. They predicted that the odds were 50 percent. The tappers got their message across 1 time in 40, but they thought they were getting their message across 1 time in 2. Why?

When a tapper taps, she is hearing the song in her head. Go ahead and try it for yourself — tap out "The Star-Spangled Banner." It's impossible to avoid hearing the tune in your head. Meanwhile, the listeners can't hear that tune — all they can hear is a bunch of disconnected taps, like a kind of bizarre Morse Code.

In the experiment, tappers are flabbergasted at how hard the listeners seem to be working to pick up the tune. Isn't the song obvious? The tappers' expressions, when a listener guesses "Happy Birthday to You" for "The Star-Spangled Banner," are priceless: How could you be so stupid?

It's hard to be a tapper. The problem is that tappers have been given knowledge (the song title) that makes it impossible for them to imagine what it's like to lack that knowledge. When they're tapping, they can't imagine what it's like for the listeners to hear isolated taps rather than a song. This is the Curse of Knowledge. Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has "cursed" us. And it becomes difficult for us to share our knowledge with others, because we can't readily re-create our listeners' state of mind.

The tapper/listener experiment is reenacted every day across the world. The tappers and listeners are CEOs and frontline employees, teachers and students, politicians and voters, marketers and customers, writers and readers. All of these Groups rely on ongoing communication, but, like the tappers and listeners, they suffer from enormous information imbalances. When a CEO discusses "unlocking shareholder value," there is a tune playing in her head that the employees can't hear.

It's a hard problem to avoid — a CEO might have thirty years of daily immersion in the logic and conventions of business. Reversing the process is as impossible as un-ringing a bell. You can't unlearn what you already know. There are, in fact, only two ways to beat the Curse of Knowledge reliably. The first is not to learn anything. The second is to take your ideas and transform them.

This book will teach you how to transform your ideas to beat the Curse of Knowledge. The six principles presented earlier are your best weapons. They can be used as a kind of checklist. Let's take the CEO who announces to her staff that they must strive to "maximize shareholder value."

Is this idea simple? Yes, in the sense that it's short, but it lacks the useful simplicity of a proverb. Is it unexpected? No. Concrete? Not at all. Credible? Only in the sense that it's coming from the mouth of the CEO. Emotional? Um, no. A story? No.

Contrast the "maximize shareholder value" idea with John F. Kennedy's famous 1961 call to "put a man on the moon and return him safely by the end of the decade." Simple? Yes. Unexpected? Yes. Concrete? Amazingly so. Credible? The goal seemed like science fiction, but the source was credible. Emotional? Yes. Story? In miniature.

Had John F. Kennedy been a CEO, he would have said, "Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace initiatives." Fortunately, JFK was more intuitive than a modern-day CEO; he knew that opaque, abstract missions don't captivate and inspire people. The moon mission was a classic case of a communicator's dodging the Curse of Knowledge. It was a brilliant and beautiful idea — a single idea that motivated the actions of millions of people for a decade.

Nonprofits—Make Your Site Donor Friendly

According to smashingmagazine.com nonprofits share many of the same best practices as any other website. However, the call to action requires a slightly different focus. Check out SM's post with 8 easy steps to improving your nonprofit website, which also includes 20 great example sites.

Smashing Magazine—Best Practices for your nonprofit website...

Why Small Businesses Fail

The E Myth

“40 percent of all startups fail in the first year of business.

Within five years, more than 80 percent of small businesses will have failed.

And the rest of the bad news is, if you own a small business that has managed to survive for five years or more, don't breathe a sigh of relief. Because more that 80 percent of small businesses that survive the first five years fail in the second five."

~ Michael Gerber


The opening of Michael Gerber's book, The E Myth, clearly illustrates the incredible challenges of starting, growing and maintaining a small business. What surprised me most after rereading The E Myth, 20 years later, was the lack of improvement in the failure rate of small business startups. These are pretty sobering statistics and they made me wonder why would anyone go into business knowing the chance of succeeding. The second question is—why do so many small business startups fail?

The E Myth covers many of the issues that keep small businesses from succeeding. It's a quick and highly informative read and well worth the time of anyone starting or running a small business. You'll discover how to avoid some of the biggest mistakes most small business owners make and how to make your business work for you instead of the other way around.

The E Myth introduced me to how I perceived and ran my own business as well as how I advised clients. It was an epiphany that exposed all my struggles, failures, and misperceptions regarding my personal concept of what my business should be. I learned very quickly that I was the epitome of what Michael Gerber describes as "the technician".

It dawned on me, while I was reading the book for the second time, I wasn't reading just any business book; I was reading an outline of a process that has come to be known as brand development. The term just hadn't been defined or coined yet. Michael Gerber introduces us to the most important elements of the branding process and applies these strategies to the small business.

Brand development is an all-encompassing process of business development. A good brand strategy reviews every aspect of a business and exposes what’s being done right and what needs to be adjusted. However, when it comes to the majority of small businesses the owner is the primary obstacle to the success of their business. I believe this book helped to spark a new perception of starting and running a small business by establishing the core purpose of why anyone starts their business.

Twenty years ago, after reading this book for the first time, I realized many of my small business clients had become statistics shortly after opening their business. It seemed the sign company was removing the signs as soon as they had installed them. As a young graphic designer I wondered, "Did I do something wrong?" Did I misunderstand their demographics, their mission? Did I use the wrong color, the wrong font in the logo and communications? Was it my work?

Over time, I started to monitor and understand the issues that caused the downfall of so many of these small business startups. I found that most of them were skipping on the basics—like bypassing the proper licenses and permits. To this day, many of the small businesses I work with have not taken the important steps first. For example, meeting with an attorney and accountant.

My own professional experience has shown that businesses that understand the entire scope of their business and their core purpose for being in business are generally the ones that succeed and are still around. They understand the purpose of their business on every level and understand that the business exists to serve them not the other way around. Still so many small business owners refuse to understand and adapt these basic principles because of their own fears and misperceptions.

The E Myth is a great starting point for any small business owner. If you’re interested in discovering what’s standing in your way to a great business and great life I highly recommend you start by reading this book.

Misconceptions about Branding

What is brand, and why does it matter to your business?

What does it mean to you when someone comments about a company's brand? Do you conjure up an image of their logo? Recall their latest series of ads? Or is it something more sublime?

In my experience, branding has got to be one of the most misunderstood terms in marketing. Ask ten people to define "brand," and you're likely to get ten different answers – nine of which dance around the concept of brand, but never reach its heart.

So how do you define brand?

I like to start by listing what brand is not. Brand is not a(n):

• Logo
• Identity system
• Marketing Plan
• Advertising Campaign
• Product
• Service
• Individual
• Quick Fix
• Miracle

Defining Brand

Brand is the SUM, the essence of most of these elements. Branding done right becomes a spellbinding story – interwoven with the promise(s) you make as a company – that defines your business and reassures, intrigues and tantalizes your customers. It is the collection and coordination of all these areas that make up the total brand story.

Once you know your story, and are clear on your promises, then the elements listed above – and others, too – become your storytellers and ambassadors. (With the possible exception of "Quick Fix" and "Miracle," of course!) ;-)

When you're well branded, they tell your story 24/7 – until the mere mention of your name conjures up a whole flood of (hopefully positive) associations. Which, if you're telling the right people, leads naturally to better business and more profits for you.

So...what's your story?

Cummings | Designs crafts powerful brand stories for sustainable business, including logo design, web design and branding. To find out how we can help you position your company as the leader in your field, call (414) 378-2747 or contact us at carl@carldesigns.com.

Brand vs. Logo: What's the Difference?

“But I already have a logo.”

That’s the number one response I get when I tell people I help companies with their branding. When I hear it, I know it’s time to sit down together and order a couple of drinks. Because brand is so much more than just a logo.

Branding is more than skin deep.

To make a simple analogy, brand to a company is very much like personality to a person. You can deduce a lot about a person by the way he or she dresses, right? The colors, fabrics and styles they choose to wear provide clues about their lifestyle, beliefs, interests and attitudes.

Right or wrong, it’s quite likely that you’ve made snap decisions about a person based upon his or her appearance. You may even have gone out of your way to meet someone – or avoided them - simply because their appearance led you to believe you would enjoy – or regret – their company. But despite the old adage that “the clothes make the man,” you’d never go so far as to say that a person’s choice of clothing was his personality, or even that it defined it, would you?

Your logo is just the beginning of your brand.

A company’s logo, like a person’s attire, reflects the “personality” of the business it belongs to. It catches the eye and offers clues as to what it might be like to do business there. But in and of itself, your logo is not your company’s brand. Like a conservative suit and tie or a skateboarder’s T shirt and low-slung pants, it’s simply an outward indication of something far more complex and sublime.

I can design a logo and match it to the company well enough that by looking at it you’ll get a good idea, if not of the company’s line of business, then at least of its attitude and “personality.” But no matter how well designed, no logo by itself will ever give you that gut-level impact you’ll get when a company is thoroughly branded.

It’s only through branding that the logo begins to have the effect we want it to. When we see the Golden Arches and start to get hungry for fries, we’re not just responding to the image. We’re responding to the story McDonald’s has built up over the years, interwoven with their promises to their customers and backed up by our personal experiences with the company – experiences which, more likely than not, mesh seamlessly with that story and those promises.

That’s branding.

Successful people build their personality; successful companies, their brand.

Your logo is important. But it’s just the tip of the iceberg.

To consistently get the most out of your logo and any marketing and advertising you invest in, pay attention to building your brand. It won’t happen in an afternoon. But like a strong, confident personality, a well-developed brand will provide your company the identity and strength of character it needs to power through the tough times and soar when the going is good.

Cummings | Designs provides powerful design services for sustainable business, including logo design, web design and branding. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

Your website is a business tool

As I mentioned in my previous post a 2009 study by Barlow Marketing found a direct correlation between company size and the presence of a website. The study also found that small businesses with websites generate more revenue.

Unfortunately, too many small businesses tend to think "small" when it comes to their website and consider it in many cases to be a cost instead of an investment. This frame of mind leads to the creation of website brochures instead of a business generating tool.

Far to often small businesses look at the price tag instead of the value. I've seen dozens of business owners spend money on a website that does nothing to drive new customers to their business, which generally leads them to believe the internet only works for "BIG" business. The truth is they got what they paid for—$500 is not going to buy you a business generating website. But it does buy you a placeholder on the worldwide web. It's time to do something with it.

Another myth is that once you have a website that's all you have to do. The reality is quite different. In many ways your website is like you. You need to take care of yourself every single day. You get up and take a shower, brush your teeth, eat a good breakfast and only then are you really ready to face the day and be your best. Well, it's the same thing. Unfortunately, too many business owners have websites with terrible hygiene problems.

Consumers expect you to have a website—period. Only a small percentage of Americans use the actual Yellow Pages—the paper version. Potential customers are using the Internet not only to find products and services but also to learn more about the company and people they're going to do business with. Your website is your opportunity to differentiate yourself from your competitor and tell your unique story. Don't miss out or under utilize the most powerful business-generating tool you have at your disposal—your webpage.

Cummings | Designs provides powerful design services for the solar industry, including logo design, web design and branding. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

Marketing your Solar Business: How Important Is Your Website?

According to a recent survey of solar industry professionals, 26% of Wisconsin solar companies do not yet have a website. And that's a shame, because they could be leaving money on the table.

Even though you may not have products you can easily sell directly online, (although it can be done phoenix.bizjournals.com) your website is a powerful tool for marketing your solar business. In fact, it can be an indispensible part of your marketing. You can use it to attract new customers, generate leads, and educate prospects. And, used properly, it can be an extremely effective way to instill trust in your prospects and get them feeling like you're someone they're comfortable doing business with.

Here are a few very interesting statistics:

• Small businesses with websites tend to generate more revenue. A 2009 study by Barlow Marketing http://www.sellingtosmallbusinesses.com/70-percent-largest-small-businesses-have-website/ found a direct correlation between company size and the presence of a website.
• Online search is a primary way people look for solar installers. According to one survey from two years ago, over half of people who had bought PV systems had used the internet when seeking an installer.
• In a recent poll asking if people still use the phone book, a whopping 4% of respondents said "yes." An additional 20% said "rarely." You can do the math.

So, once you have a website for your solar business, how do you make sure it's working for you?

How to get the most from your solar industry website

• Be searchable. There are plenty of things you can do to make sure your site pops up when people are searching for what you offer. These include optimizing your site to make it easy for both search engines and people to find you; submitting your site to search engines and directories; getting other sites to link back to your solar company's website; and adding lots of relevant content to your site.
• Have some way to collect names. This is something a surprising number of small businesses fail to do, but it's one of the most important features of a site that actually generates leads and revenue. Don't just figure people will call. Have a lead generation contact form where people can leave their name and contact information, and encourage them to sign in by offering something of interest to them.
• Include trust-building elements. Have you been in business for more years than the average solar installer? Have you won recognition or awards? Where did you get your certification? Are you accredited by the BBB or a member of your local Chamber of Commerce? Do you have testimonials from satisfied customers and pictures of your solar installations? Marketing is a game of trust. All these things can help your solar business stand out as trustworthy.
• Make sure your site looks and sounds professional. For many people, your site may be their first impression of your business. Just as you wouldn't show up at a networking event unshaven and in rumpled clothing, you'll want to be sure your website reflects your solar business in a positive way. It doesn't need to be fancy, but it should project a professional appearance.

How does your website stack up? Are you happy with what it's doing for your solar company, or do you feel it could be working harder for you? And if you're one of the 26% of Wisconsin solar businesses which don't yet have a website...what are you waiting for?

Carl Cummings provides powerful design services for the solar industry, including logo design, web design and branding. To find out how he can help you position your company as a go-to provider, call (414) 378-2747 or contact him at carl@carldesigns.com.

Will the BP oil spill disaster spur a boom in solar?

As you read this, barrels and barrels' worth of crude is flowing unchecked into the Gulf of Mexico. Attempts to stop the flow have repeatedly failed. Meanwhile, the dire environmental and economic consequences of what may be the worst environmental disaster in human history are already making themselves felt. And for many it feels like a punch in the stomach.

While it may not be immediately obvious to those of us as far away from the Gulf as Wisconsin, the BP oil spill could trigger a sea change (no pun intended) in public sentiment and policy regarding energy and the environment.

Could the Gulf oil spill be an environmental 9/11 that prompts America to wholeheartedly embrace solar energy and other renewable energy options?

Depending on the severity of the spill and its consequences, it very well might. While it's unlikely we'll see the end of off-shore drilling any time soon, Americans are now more likely to oppose offshore oil drilling than support it. www.cbsnews.com And public concern over the safety of offshore drilling could result in legislation and restrictions on the practice – which could very well result in a rise in the price of oil. Rising fuel prices, of course, result in a much faster payback for solar – thus mitigating one of the biggest barriers to sales of solar installations and equipment.

The political climate, too, could turn even more favorably towards clean energy solutions. The spill has already prompted coastal state governors Charlie Crist of Florida and Arnold Schwarzenegger of California to renounce offshore drilling as not worth the risk. A May, 2010 poll www.pollingreport.com/energy by the PEW Research Center indicates that Americans overwhelmingly (73%) support increased funding for renewable energy, including solar, wind and hydrogen.

And perhaps most importantly, like the 9/11/2001 terrorist attacks, the enormity of this environmental disaster and its consequences may be enough to shake the American people from their complacency. Combined with faster payback and increased political support and funding, its effect could be momentous. Since solar still represents only a tiny fraction of energy produced in the U.S., even a small increase in the percentage of Americans investing in solar could result in massive growth in the industry.

What does this mean for the future of independent solar providers?

Will growth in demand for solar result in better business for solar companies across the board?

In the short term, probably. But if you're a solar provider don't sit back on your heels. As the industry expands and matures, expect changes ahead.

One big one? Consolidation and the trend towards larger companies. We're already seeing it at the corporate level amongst solar manufacturers. (For instance, in the concentrating solar thermal arena, witness Ausra's recent buyout by nuclear energy manufacturer Areva, and Solel's acquisition by the multinational Siemens.) But don't count on it's not happening on Main Street, USA. For instance, here in Wisconsin there are dozens of full-service solar thermal and PV installers listed with Focus on Energy, the state's renewable energy regulatory agency. But the lion's share of installation sales goes to a small handful of them each year.

As the demand for solar rises, we may see more small-scale installers initially. But energy is big business, and as the percentage of total energy supplied by solar rises, so will the size of the average company supplying it. (Don't rule out the possibility of regional utilites diversifying into residential solar, either.)

Another trend to anticipate is increasing regulation in the solar industry. Right now in Wisconsin it's pretty easy to become a certified installer. But as the industry matures, look for more regulatory laws involving certification and installation to be passed and enforced.

Does this mean curtains for you, if you're one of the many small solar installation companies scattered throughout Wisconsin and the rest of the United States and Canada?

No, not at all. But it does mean it's wise to be prepared.

Developing a strong presence in your market now will help you prepare for changes and developments that may impact your solar energy business in the future. And that means paying attention to your presentation, your image, your market share and your sales strategy.

Do you have a strategy in place that will help you expand with the market and capitalize on the opportunities coming your way? Have you given any thought to branding? Do you have the professional image and market presence you'll need to remain competitive through future transitions in the market?

This is a formative (and potentially volatile) time in the solar industry. Have you assembled your home team yet? You'll want to pick strong players. The time for aggressive growth and positioning is now!

Cummings | Designs provides sales driven branding and design services for the solar industry. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

Solar Industry Growth in Wisconsin: Can You Handle It?

Last November Niels Wolter, head of PV programs at Focus on Energy, was asked how the solar industry was faring in Wisconsin.

"It's been a remarkable year," he replied. "We're projecting out 73% growth over last year. Before that it was growing at about 80% per year since 2002. So it's slowed down a little bit in the growth rate, but it's still a booming market."

WOW! With growth like that even in the most sluggish economy since the great Depression it's no wonder solar is considered one of the hottest up-and-coming industries around. Solar providers must have it made, right? Can providers even keep up with all the work?

Well, maybe. If you're a solar provider you've probably already figured out that succeeding in this industry is no simple task. Here are a few of the challenges you're facing:

• A Tiny Market: The solar industry is still a tiny, tiny fraction of the state's economy – barely a blip on the charts. While growth in terms of percent is off the charts, the actual numbers of installations per capita is still miniscule. I'm still researching to get more current numbers, but in the meantime keep in mind that Focus on Energy reports only 78 professionally-installed PV systems in 2006. Even assuming 80% growth since then, that's still only a few hundred systems per year. Not what you'd call unlimited potential, at least not yet.

• New professional competition: Between the often-cited growth percentage numbers, the increase in eco-conscious thinking in the last few years, and the growing numbers of unemployed or underemployed, solar is attracting a lot of attention from those looking to change careers. Solar installation classes at the Midwest Renewable Energy Association in Custer, WI are routinely filled to capacity, and new certification programs through unicersities and technical colleges are sprouting like mushrooms. Will industry sales growth keep up with the growth in the number of providers in the state? Time will tell.

• Other competition: Did you know that Sam's Club now offers 3 and 1.2 KW grid-tied solar PV systems? www.samsclub.com/sams. Or that enterprising direct marketing veterans are already successfully selling solar thermal kits (like this one offered by Sunward www.gosunward.com) to homeowners via mail order? As the solar market heats up in this country you can expect to see more and more of this kind of thing.

• A tough sell: Been to a trade show lately? Probably you spent a lot of time talking about solar. But how many systems did you actually sell? Solar is hip and trendy, but it's big and expensive, and a lot of people view it as a luxury. Which means it's not as easy to sell as you might think.z

I'll be addressing many of these issues in depth in future posts. But for now let's just say that wild industry growth numbers don't eliminate the need for good marketing practices. Image, branding and developing a solid marketing plan based on industry realities are as important as ever – and, like solar itself, will prove to be a smart investment for the long run.

Cummings | Designs provides sales driven branding and design services for the solar industry. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

selective attention test

SEO vs SEM

Search Engine Optimization vs. Search Engine Marketing

It's my goal to provide a simplified explanation for these two very important web-marketing tools. Like so many things it's about identifying the onion verses the layers or the whole vs. the pieces.

What's the Difference?
The terms “search engine optimization” and “search engine marketing” are often used incorrectly. Even some ‘experts’ in the field commonly swap the two terms, which tends to add to the confusion. The important thing to note is the two terms have different meanings.

Search engine optimization (SEO) is actually a component of search engine marketing—a function of the SEM process. SEO is the act of optimizing a website for organic or natural search engine listings. Many consider search engine optimization to be the most cost-effective function in a search engine marketing campaign; still it's just one element.

Search engine marketing (SEM) is the process of marketing a website via Internet search engines; whether by improving rank in organic or natural listings, paid or sponsored listings or a combination of all of them.

A comprehensive search engine marketing campaign includes (at least) the following functions:
• Search engine optimization
• Search engine and directory submission management
• Paid inclusion and trusted feed programs
• Pay-for-placement management (includes pay-per-click)
• Link popularity / reputation development
• ROI and performance monitoring and reporting

So don’t be confused by the SEO / SEM terms. Now that you know the difference between the two, it’s not as complicated as it first seemed. Search engine optimization is simply a component of search engine marketing, period.

The Avocado Game

I like to start most of my presentations and meetings out with a simple thought. Especially with new clients or groups of people I've just met. It's very similar to the "all time" party favorite — word association — except I simplify it by only using one word — avocado.

So, what do you think of when you think of avocado? Is it the color green? Is it the pit? Or, is it guacamole? For me it's always that ugly appliance color from the 70's. The point of this demonstration is to illustrate that even though we're all talking about the same thing our interpretation, perceptions and perspectives are different and individual. If you're lucky you'll get three or four that can agree on a variation of guacamole.

Granted you'll get some people who are way above playing this silly little game. But I can't tell you how many times they end up being unable or unwilling to see a solution from a different perspective.

The other starting point I enjoy sharing is the tale of the old Zen master. A man came to see the Zen Master to resolve an issue. The Zen Master being a good host offered his guest some tea. The Zen Master knew the man was not there to learn anything but to force his position on to the Zen Master and display his knowledge of the issue. As the Zen Master poured the man his tea he kept pouring the tea and let it overflow the cup. Initially the man didn't say anything but finally he said, "That's enough". "Don't you see the cup is already full?" The Zen Master smiled and replied, "This teapot is every thing I know and the cup is your mind. If your cup is full how can I share my knowledge with you?"

As I remember the story the man got up and left knowing he was no match for the Zen Master. The point is that in order to arrive at the best solutions all minds must be open to the possibilities.

Brand from the corner of your eye...

A quick note on brand — I was chatting with a client about brand and they liked this comparison so I thought I would share it with you on my blog. Although this can be applied to almost any business or organization, I'm going to focus on retail because it's the most apparent and visible application of brand identity.

Anyone could mention the name of stores like Target, Nordstrom, Walmart or Pennys — any department stores. However, just the name of each store most likely brought an immediate feeling or impression to mind of the company including price point, product quality and environment. Stores like Nordstrom, famous for their high quality customer service and products, brings images of high-end quality, elegance and sophistication to mind. Of coarse there is a price tag that goes along with it.

On the other end of the spectrum the name Walmart invokes thoughts like savings, deals, low prices. Both have positive and negative links for different people. My guess is, you can probably drive by one of these stores and without even looking at them directly, just out of the corner of your eye, identify who it is by the colors, size, shape and style of their signs and building as well as the surrounding environment.

So the questions I posed to my client and to you — is, "what impression does your company or organization have on your market?” Do you have the same brand awareness and identity? Is your brand negative or positive? Are people confused about what it is you do or offer?
All of these brands have one thing in common — they all have a strong brand identity program in place. One last question, "What kind of impact would this level of brand identity have on your company or organization?

Small Biz Resources

I'm not going to claim to be a small business expert. However, I've worked with hundreds of small businesses and seen some succeed and unfortunately many of them fail. With the economy in its present state many are going to work for themselves. I think it's awesome that more individuals are taking charge of their lives and hopefully finding the work that brings them joy.

To answer many of the questions I get from small business startups and to curve the percentage of failed business I would recommend checking out your state government's resources for small business startups. Beyond informing you on tax issues these sites generally have some great resources like checklists and questionnaires to help you understand what you're about to undertake and to define whether you're a good candidate for starting a business.

Almost every business failure I've seen has been contributed to poor planning. Whether it's licenses, finances or legal issues. They just didn't take the time to do the homework and be realistic. I know all about the stories of someone starting a multi-million dollar company out of their garage with six credit cards. Yes, it happens but not very often. This isn't to crush your dreams or stop you from taking the leap. However, do your homework and plan for the unexpected — because it happens.

At the very least, please take the time to check out your states business resources and ask questions. Talk to an accountant and attorney before you do anything else. And, most of all make sure you have the funds to finance your startup. It use to be standard to have six (6) months or operating costs — these days I'd recommend at least nine (9) months. Most businesses fail within the first few months because they under estimated the cost of business.

For the resources above just google "starting a business in (your state) and you'll probably find a site similar to the State of Wisconsin. http://www.wisconsin.gov/state/byb/

Good luck and best wishes!