Typography Matters.

“Typography” is simply defined as “the style or appearance of printed matter.” And there is a whole design world hidden behind what is commonly known as “text” or “print.” Before the digital age, typography existed, but was limited to things like what was printed in magazines and newspaper articles, or the signage on a storefront. Now, typography has exploded into an art form that has brought web designers, graphic designers, and marketers SO MANY font and type options. 

We hear these questions a lot: why is typography so important? What purpose does it serve? These are honestly great questions, and we would love to share with you some of the key roles I see typography playing in marketing today:

• It provides tone for your brand. The font that you select is one of the surest ways to define the personality and tone of your brand. Is your message bold and playful, or more free-flowing and laid back? These ideas are expressed clearly through the font type that is chosen.

• It builds and creates brand recognition. Using consistent typography for your business is a foundational component of your brand’s recognition. Your audience will begin to associate a certain font with your product or message. Through typography, you are establishing your own unique identity on the web.

• It reflects hierarchy in your message. Practically, typography provides an excellent tool for establishing hierarchy on your website or on your product. As you use different font types and text sizes, you are guiding the reader to see the emphasis of your content. Here, we see that typography is invaluable for practical purposes, as well as creating visual appeal for your business.

• It engages the reader. Much of the value of typography comes down to its ability to engage the reader. When it is done well, it draws the attention of your audience from the first glance and holds their intrigue as they enjoy your creative message expressed through type.

At Vivant, we see the power in excellently selected and curated typography for your business. It is the heartbeat of effective marketing and branding. We believe that there are few things more satisfying than finding the font that perfectly and uniquely communicates the message of each client as their brand begins to take shape. 

XOXO,

Tami & Sheree

Vivant Brand Pillars

I know you hear me discuss brand identity a lot. It’s because, from a designer/marketer’s perspective, it’s one of the most important foundations you can build when beginning a business.

Brand pillars are the forms that hold up the brand. These pillars are based off the brand’s mission, values, purpose, positioning, voice, tone, look and feel. They become the compass—they guide the business through each decision, at every level of the organization.

Brand pillars give the voice of the brand meaning. These pillars are what each social media caption, email campaign, website wording, and blog topics are based on. They become what your audience expects to hear from you. This builds credibility, understanding, empathy, and more.

For Vivant, this was not easy. Brand pillars should take a while to refine, re-evaluate, decide. For me, this was no exception. Without further ado, however…

1. Brand Foundations. This is a shocker, huh? I knew that one of my pillars would HAVE to be the importance of a solid brand, and everything that entails. Of course, I could talk about this topic for ages! And that’s why it’s one of my pillars. It’s what I aim for for each of my clients. It’s what I learn about and teach.

2. Community Connections. As a marketer, but also as a resident in rural Illinois, community is so important. Developing a network of business friends and family might just be the most important aspect of marketing that you can implement. I am passionate about increasing my crowd, and teaching others to do the same. It’s a brand pillar of mine, because where else would I be without my community?

3. Real Marketing. You heard me. REAL. I don’t want any of that fake junk, that pre-made stuff, that generic material that every other business is mailing out, posting, emailing. I want the REAL stuff. The good stuff. My contracted clients hear this a lot from me: be real. It’s okay to be vulnerable at times. It’s okay to show up even on your worst days. it’s okay to make a specific email about a product you are in love with, instead of having a generator write up a paragraph. I will always push for the real.

These three brand pillars drive my goals, my posts, my purpose, my voice, my tone, and so much more here at Vivant. I truly hope anyone who stumbles upon my website, social media, and more, can see and feel that. I would love to help each of you with your brand pillars as well! Never be afraid to reach out.

XOXO

Tami

Britt & Co. Leather

I’m so honored to share on my blog about a one-woman business who has taken her brand to an entirely new level. Brittany came to me about a year ago with a dream to work with leather, and she had a vision for her brand as well. As we talked several times on the phone and through text, I was so excited that she was understanding the importance of a brand, and carrying the brand out through every facet of her business.

Throughout the designing process, I would ask Brittany if she could imagine the graphics stamped onto her leather, on her social media, on her packaging, etc. She knew she wanted to incorporate nature, and this started with mountains, and then to trees. The trees were realistic, then more abstract, and finally abstract still. When we nailed the final logo, we both felt it, and I was so excited to dive into the supporting graphics/elements/submarks and more.

You can find Brittany on her website - https://brittandcoleather.com/ or on social media. Her shop is so lovely, and you will see what I mean when I say she has taken her brand to a whole new level. Each piece of her business fits her brand, and it makes the entire experience of working with her, lovely. She makes old Bibles new as well as sells new leather products - Bibles, journals, keychains, and more.

Thanks so much, Brittany, for the honor of helping you with your branding journey. I am so excited to watch as Britt & Co. continues to grow. Keep doing amazing things!

XOXO,

Tami

My Step-by-Step Client Branding Process.

Designers and creatives are always juggling multiple jobs at one time. Because of this, a streamlined process is essential to ensure each job is on track, doesn’t get lost in the hustle, and the business stays organized. Before my process was in place, I definitely felt the stress of not knowing what came next, losing track of jobs, and more.

Below is my current design process, step-by-step. If you are interested in a new brand for your business, or just starting off, here’s a little insight to the back-end of Vivant.

Step 1: Questionnaire

When a client reaches out to me, I immediately send them to the brand questionnaire found on my Services page. This questionnaire basically allows me to get inside their head, figure out what they are wanting in a new brand, and who their target audience is for their business. If I am not knowledgeable on the particular career choice, this allows gives me some background of what their job entails. I also love to see other brands they love, who their competitors are, and more. All of this background is good to know before the actual designing begins.

Step 2: Quote, Schedule, Contract

After the design questionnaire is completed, I will send a quote with a breakdown of their request, and schedule when I will begin their job. With multiple design jobs, I have a calendar in place with spots open for new jobs, so I will avoid stress, feeling overwhelmed, and I can ensure that I design a brand for each client to my highest ability. A contract is then signed, and the design process begins.

Step 3: Moodboard

The first step in the design process is drafting a moodboard filled with information that I pull from the design questionnaire. A moodboard consists of a potential color palette, other designs that mimic the style of the client, words that describe the feel of the brand, and more. Once the client loves their moodboard, I move on to the next step.

Step 4: Logo Concept

Now comes the fun part. I begin drawing, drafting, and creating logo options on my Graphic Design programs. Once I feel like I have three logo concepts that are solid, I present them to the client in a logo portfolio. The client chooses their favorite logo direction, provides feedback, and emails me back.

Step 5: Brand Portfolio

After the logo is locked in place, I then look at the design package and quote the client choose. Based on the additional pieces, I build their brand portfolio that may consist of their logo, a color palette, font packages, potential secondary logo, supporting graphics, social media pieces, and more. When the brand portfolio is ready, the same critiquing process is repeated. I sent the portfolio to the client, they provide feedback, and I continue to tweak until the client is in love with their new brand!

Step 6: Presentation of Files

TA-DA! This is the best part! Why? The client receives ALL of the files for their NEW BRAND. I love packaging up the color palette, font files, logo files in different formats, and more, and sending them off to be received by the new owner. It is so awesome to see the client take their new logo and implement it on social media, their website, email campaigns, business cards, and more. I am always here to help them in the future as well.

If you have any questions on my design process, shot me a email or contact form. I would love to chat!

XOXO

Tami

Ethereal Florals.

This brand is one that’s extra close to my heart, as it belongs to my sister-in-law, Sheree, who also happens to be a face of Vivant Marketing Co. When my brother Ryan, and Sheree were engaged, I worked with Sheree closely on a new brand for her side gig that was just starting off. However, she already had a big vision for the brand she was about to step in to, and it was so fun to help make that happen.

Ethereal Florals is Sheree’s wedding florist biz, and her vision for her brand was delicate, other-worldly, and set apart. We tried to stay far away from the normal florist brand look and create an almost heavenly feel. Sheree loved the deep earthy color tones and this played deeply into the new brand.

My favorite part would have to be the collaboration between us! Sheree drew the floral graphics that reside in her logo and brand mark and to me that shows just how passionate she is about what she does. Sheree may be local to Atlanta, Georgia, but keep her in mind if you or someone you know plans to be married on the East Coast. Her bouquets and floral arrangements are “ethereal” to say the least.

XOXO

Tami

Kamaela's Kreamery.

The cutest ice cream trailer around. You know what I’m talking about. Two years ago, two girls had a big dream and today, that dream is a reality. Not only did I get a front row seat to their brand, but I also was able to watch their entire journey - renovating their ice cream trailer and researching the accounting and legal sides of operating and owning a small business.

Their brand came to life fairly quickly, with a font package, graphics to back up their logo, business cards, thank you cards, a watercolor trailer for stickers and t-shirts, punch cards, gift certificates, name tags, and more. I LOVED watching their brand continue to develop. They did not just stop with the logo - they had a VISION. That vision has exploded into their brand, and that brand into their personality. Kami and Mikaela are sunshine, literally, and this creates depth in their brand, breathes life in their brand.

If you see this trailer out and about, do yourself a favor and stop. Not only will you taste the most delicious ice cream like EVER, but you will also meet two ladies with huge hearts, and see a brand that has been carried out, perfected, continued to hold despite them growing and gaining momentum as a business.

Keep being you, you two. Keep slingin’ cream. Thanks so much for the honor of allowing me to help make your dream a reality!

XOXO,

Tami

The Benefits of Marketing on Social Media.

It’s no secret that we at Vivant Marketing Co. love a good brand. However, it ultimately doesn’t matter how passionate you are about the product or service you are offering, or how well thought-out your branding is, if you have not connected with your audience. 

Think about it. At this point in time, a huge part of our social, recreational, and business lives revolve around the internet. And here is where the necessity of social media marketing comes in. Marketing your brand is all about creating a voice where the people are. And for us, in 2020, that means online. 

Social media is one of the greatest assets available to you as a business owner. It has essentially brought the world to our fingertips and given us an invitation to engage with it. There are countless benefits to investing in your business’s social media presence, but here are just a few to consider:

• Brand awareness. This is exactly what it sounds like: creating awareness for your brand. As a business owner, you want to know that there is a conversation about your brand, both online and in-person, constantly expanding and gaining traction. Being active on social media is not only a great way to reach new potential clients, but also to take your place in your industry as your brand gains familiarity.

• Storytelling. One of the surest ways to create loyalty and interest in your business is to market your story well. This offers the authenticity piece that is so often lacking in traditional marketing. What inspired you to start your business? Why are you passionate about the product you offer? What makes you different than your competitors? Your clients want to hear these things. Social media platforms are the perfect place to answer these questions and draw your audience in. BE REAL. We are all craving it.

• Relationship building. Social media platforms are a great way to personally engage with your clients. Whether you are simply responding to a reader’s comment, or taking a poll on a future business move, the ability to engage with others easily and quickly is an irreplaceable benefit of the internet for your business. 

• Establishing your authority. This is a huge point. When you are active in blogging and updating your social media accounts, you are creating trust. Your audience get the message that you know what you are talking about. When you have an active online presence, you are encouraging potential and current clients to rest assured that you take what you do seriously and that you are competent in your industry. 

• Increasing traffic. Making your content easily shareable is a huge marketing advantage for your business. Social media has brought with it the opportunity to post eye-catching and visually appealing images, which then directs traffic to your website painlessly with the simple click of a button. Increased traffic means increased opportunity for business, so this is worth prioritizing. 

• Fresh business opportunities. Investing in your social media presence is not only a great way to connect with and reach individuals, but also to network with other businesses! Reaching out to other business owners in closely related fields can open doors for future collaborations and business dealings that may have passed you by otherwise. Remember, community over competition, always. Not only will this cause less anxiety, create friendships, and establish trust, you will also learn so much from others! The community loves to see you banding together.

And this is just a start! From just these few points, you can see the endless potential for your business in the social media world. As a business owner, with sights set high for your future, it is crucial to have a social media presence that is engaging, genuine, and that reflects your business well. If you are wanting to elevate your branding and establish your business’s social media, you are in the right place! This is our heartbeat at Vivant. We love what we do, and we would love to do it for you.

XOXO,

Tami & Sheree

A Working Mother.

In all honesty, “working mother” is in the wrong order. It should read as “A mother who also works”, because the mother aspect is first and foremost the most important role I will play in life, besides a follower of Christ and a daughter of the King.

More honesty. It’s hard - the balance, or the lack of. It’s hard to know when to quit, when you work in your home and you never really leave it. It’s hard to know when you should put the work aside, and just “be” with your child. It’s hard to answer emails, change diapers, post on social media for a client, make dinner, create art, do laundry, do charity work, try to brainstorm and actually have creative thinking, garden, discipline, date my husband, sing in the church choir, design a logo, clean the house, put a smile on my face, read the Word.

Perhaps the hardest of all, though, is the perceptions of other’s. It’s hard to say “no” to friends and family when they ask to do something, because do I actually ‘work’ if I’m always at home in their eyes? Pretty soon my entire week is filled if I’m not careful, and then where is the time for work, let alone the household chores? And where is the balance in that, when my heart also yearns for company in motherhood, and my daughter loves the attentions of others. So I set certain days that I must say no. Mondays are a must when it comes to setting up my work week. Besides Mondays, I try to only work during nap time, and nap time is forever changing. Evenings are for my family. Lunch is for being outside.

So, what keeps me working despite this imbalance? My love for what I do. My love for community, small business, watching dreams spring into action, having a front-row seat to a career taking off. Will I forever be able to continue both roles? Only God knows. For now, I rest in the joy of both roles, and pray He will direct my path.

XOXO,

Tami