The Hidden Contract

The executive tosses and turns in his sleep. He's having a nightmare. In his dream, his board of directors comes to him with the news: Sales are tanking. You've signed an important contract. You MUST deliver on that contract. ARE you delivering on that contract? WHO wrote the contract? WHO signed the contract? WHAT'S in the contract WHY aren't we fulfilling the contract.WHAT are you going to do about it? Of course, because this is a nightmare, the executive has no answers. He doesn't know about the contract either. No one in his company knows about the contract. He's furious, but helpless. He doesn't know how to fix the problem, and his company is in jeopardy.Fiction? Of course. Fact? Absolutely.I call this the hidden contract. It's your brand. Your brand is the contract your customers create with your company. Yes, you heard right. It's YOUR brand, but THEIR contract. It's their set of emotions, expectations, needs, egos, aspirations, affinities, beliefs and loyalties that customers create and carry in their minds when they choose to buy your product or services. Your customers write the contract The contract is housed in their head. As long as you fulfill their list of expectations, they keep coming back. If you stop delivering on all or most of them, they choose to go to a competitor.


Thus, the earmark of a brand: It exists in the mind of your customers and it is emotionally charged. So when you consider developing, codifying, launching or repositioning your brand, it's imperative you start with research to learn specifically what they are thinking and feeling... about you. Otherwise, you won't know what's in the contract. If you have success, you won't know what you did right (so you can repeat it.) If you fail, you'll never know where you broke the promise - and that's a waking nightmare!Strong research should inform every step of the brand development process, and strong research should support the ongoing management of a brand. The intimate knowledge of what your customers think about you and your competitors provides a platform for a strategic brand. You'll have a brand that will drive awareness, increase leads, push sales, increase market share, put you at the top of the consideration set, and create a price premium. All the things that CEOs care about.But, there can be no strategic brand without knowing first what's in the hidden contract.

How to Break Through the Clutter With Brand and Design

As a designer one has to take a step back and understand what the TRUE intention is in the work they create. The art of design is different than that of a fine artist, in that it's true intention is to communicate with a focused group or target audience. If you fail to create this connection with your audience, the piece of design has failed its intrinsic purpose.Take a Multi-Level Approach
In order to "break through the clutter" my designs communicate on a multi-level dimension. This multi-level approach draws from human behavior and the emotional connection and responses that one gains from communicating. Primary visual points such as text, copy, color, photography, and illustration engage a viewer. There is however an intangible aspect to design that is ultimately where the communication with your audience resides. A designer's ability to merge these physical elements and connect them with the viewer on an emotional and mental plane is where breaking through the clutter occurs.Decipher your Unique Design Aesthetics
Unfortunately the environment is saturated with bad design. However, people unknowingly are drawn to good design. They don't know why they will stop and interact on a website that has clear lines and negative space. They just know that the design is welcoming them in and asking for their attention. It's within this simplicity that we see design working at it's most fundamental state. As a trained and intuitive creative thinker, I understand these micro and macro elements of communication and this is where the differentiation of my design work steps out against the clutter.


Design FOR Your Consumer
The consumer is a powerful individual and drives the core of this countries economy. They are also highly intelligent and have evolved as marketing tactics have shifted and changed. They are savvy. Staying in-tune with the world and its events are part of the continuing evolution of my design career and process. I continue to feed my creative mind, not only with the inviting artistic world around me, but also the scientific world of human nature. If you want to communicate, you have to understand your audience. The better you know WHO your audience is, the better connection you will make in a visual way.Find a Designer that Understands both Macro & Micro Elements to Design
In today's world if you want to communicate you HAVE to have a designer that understands the importance of these micro and macro elements. This designer will draw out the larger picture, engage and ultimately direct the viewer to act. Your customer is OUR customer and understanding their needs is as important to us within the design of your site as it is to you.Please check out a short introduction video created by Hybrid Color Films in connection with Bianca Frank Design to give you a snapshot as to WHAT branding is and WHY it is so important to your business.Do you think you could use some help branding your business?Do you need a culture video like the one shot here that evokes your brands and connects your message?

Mobile Marketing - Branding on the Go!

With the proliferation of SmartPhones (3G iPhones), and now SuperPhones (4G Android OS), it has never been easier for consumers to connect on social media channels, surf the web, and make purchases online wherever and whenever.When an advertisement sparks your interest, pertinent and relevant information is immediately available on your SuperPhone. New technology enables you to simply scan QR Codes with an App on your SmartPhone, and be instantly connected to a website, a video clip, phone number or to whatever the online marketers opt to link to that QR Code.According to ComsScore's new Mobile Metrix 2.0 report highlighted USA SmartPhone users vs Desktop users on Facebook:SuperPhone: 441 mins. per month (7 hrs. and 21 mins.) vsDesktop Computer: 391 mins. per month (6 hrs., 31 mins.)Shared AdvantagesMobile branding shares many of the same advantages of Internet marketing. However, the First Mover Advantage (FMA) for marketers and businesses, unlike more traditional forms of media, is that the results of Internet and mobile marketing are measurable and traceable. Online marketers can now see the efficacy of certain Internet campaigns, they can track who is accessing their website, the means of access, and the duration of the visit. The consumer may feel somewhat uneasy with this tracking feature, but marketers find the information invaluable when determining the effectiveness of campaigns and the measurable results attained. Additionally, although the cost of mobile and Internet marketing is considerably less than traditional media, it offers a local and global reach. Why spend tens of thousands of dollars on TV commercials that are broadcast in but one specific region and language, when at a fraction of that expense, your mobile message would enable you to reach potential customers on a global basis 24/7/365? On the flip side your mobile client is always moving, easily distracted and highly demanding. Speed of execution and a focused and relevant content strategy are critical to your campaign's long-term and short-term success.


Mobile Website Checklist:- Create a Mobile Search Plan- Understand Search Engines for Mobile(Google Mobile, Bing Mobile, Yahoo Mobile, etc.)- Add a Click-to-Call Button and Additional CTAs- Build a Mobile Website Map and Keep Your Code Clean- Optimize Browser for SuperPhone Speed- Install a Sensor to Confirm Browser Device (iPhone, Android, Blackberry, etc.)- Keep it Simple with Streamlined Features (I.e., avoid flash intros, etc.)- Be aware that Websites are designed to be viewed on a 20" monitor vs a 3.5" HD SuperPhoneFirst Mover AdvantageAcknowledge that the mobile device has become the ultimate source of information and research for many global users. Only a handful of B2B and B2C companies actually tailor their websites to mobile devices, thus the user-friendly mobile website optimized for a mobile search is an indispensable component of any company's brand marketing and business development plans. If your site is not easily accessible, your target audience instantly exit your site and enter your competitor's.

Logo Design Could Mean A Lot To Many Companies and Graphic Designers

Choosing a logo design for a company can be a big decision. It is one that is going to stay with the company for many years. Most companies do not change their company logo very much, if they change it at all. This is something that is very important to consider.Graphic designers work hard to make sure that the best designs are created. They will work with the owners or managers of these companies to make sure that something is created to their specifications. Many company owners will already have a design in mind, but do not know how to get it on paper or on their website.This will be printed on all of their sales flyers, order forms, stationery and much more. It is something that companies will use to stand out from other companies. They want something that closely matches what their company is all about. They also want something that is eye catching and looks great.The actual design of it is very important. The shape of the logo, what it says and much more is what will last the longest. The colors are also important. Some companies will change this over time though.Many graphic designers use a computer program to help them figure out a design too. Instead of using many pieces of paper and scribbling different designs on each one, designers are able to use a computer program and can come up with many different designs. There are many possibilities.There are a lot of things that are going to be very important when choosing a design. The size of the design is very important. Many companies will put this in many places. It needs to be able to look good big or small.There are several things that people want in their design. The graphic design artist is going to work closely with the people who need the design. This is something that is going to be very important for them.


They have many options when choosing the different colors. They need something that is going to look good. This will only have to be designed once and can be used on all different types of things that they will have printed up for them.They have several different designs that will be chosen at first. Narrowing these down to one design will be the most difficult part. Many times, there will be several that people will like.It is something that the company is going to be known for. It helps people recognize the company without reading the words. Everybody will look at different things when they are looking to purchase from a certain company.There are a lot of choices that everyone has when they want to buy any type of product. They have several different reasons that they will choose certain colors or certain designs. Many times, it will have something to do with the products that they have or with the location of the company.There are many different options that people will choose. There are no designs that are going to be wrong when they are being designed. They have several different types of things that their design will be used on too.A logo design is something that should be designed before anything else that a company has is designed. They have many choices that are going to be considered closely. Every company wants something different and has different products or services that they are offering to the public. There are some companies that will only service areas that are close by around them while others will service people around the world.

Are You An Expert Or A Thought Leader?

I remember when I first started my coaching business and the idea of saying I was an expert gave me a queasy feeling in my stomach. After all, who was I to say I was an expert? Wouldn't that be bragging or worse - wouldn't I be laughed at if I didn't know the answer to a question?These thoughts and feelings come up for many people when they begin their businesses. Yet it's a necessary evil because having expert status has always been a cornerstone of your brand.After all you don't typically see commercials for "we kind of know what we're doing" you see commercials for "we are the BEST at solving your problem."Positioning yourself as an expert is important because people want to work with service providers that deeply understand what they're going through and can expertly guide them to a solution. They are going to hire the person they trust to take good care of them.The problem is that when everyone is positioning themselves as experts it becomes increasingly difficult to stand out in the marketplace, and naturally a new echelon of expert as emerged - the thought leader.A thought leader goes beyond expert status- they aren't just sharing knowledge, they have a message to share and challenge the way you think about a subject.


It's a term I've been hearing more and more over the last year. I've even been using it myself when I describe my ideal clients.You see an expert possesses a special skill or knowledge in a particular area. They are a trusted adviser, they can do things for you, or tell you how to do things you couldn't do yourself because you haven't reached the same level of mastery.A thought leader doesn't just tell you something though, a thought leader helps you experience it for yourself and draw your own conclusions.A thought leader has so much expertise in their area that they have the confidence to challenge the status quo and introduce new paradigms. They demonstrate their mastery by stepping out of the box.They have a mission and a message that they are passionate about sharing with the world.If you want people to hire you to do something then being an expert is enough. If your goal is to effect change and inspire people to change the way they look at the world then positioning yourself as a thought leader is essential.So the question is, are you an expert or a thought leader?

Start A Staffing Agency: The Owner As A Recruiter

Lost Coverage as a PercentageEmployees you send to assignments at any given time will call to either cancel a shift, calls due to illness, car trouble etc. The loss of coverage over a 6-month period of time can be calculated as a percentage.Say you have 300 hours you regularly book on a weekly basis, calculating a loss of revenue at 10% due to your employees not showing up to the assignments for any of the above reasons. 10% per week times six months equals 720 missed billable hours. If you are billing at a rate of $60 per hour, you have a gross loss of $43,200. Hence, you must continually have a quota to hire 1 Full Time Employee per month. You need to make adjustments depending what position your company is in at this point. The larger your medical staffing agency, the higher the loss due to hours missed.The Recruiter's Daily TasksYou will find that if you are wearing two hats both running your medical staffing agency and recruiting, your daily tasks will be tremendously overloaded with interviews.Prioritizing is essential given all the issues you will be dealing with on a daily basis. The convenience you offer your potential candidates generally places the burden on you to be available at their schedule.


I have found that the task that will provide "Value Added" need to be the first priority in any decision making process. It is important to focus your energy on those tasks first, then be able to delegate smaller tasks that require less effort.The Owner as the RecruiterTruth be told if you are starting a medical staffing agency you are the owner and recruiter, the marketer and secretary, the operations manager and business developer as well as the hr representative and scheduler as well as payroll representative.If you are planning on hiring a recruiter, you will need to provide a salary plus commission. You can pay a recruiter between $30,000 to $45,000 with commissions based on FTE and PTE. Make sure the commission is given after the employee's work at least two weeks.Commissions work to motivate and excel the growth process for your company. Motivation can come in different ways, but the true motivator many times in the potential money reward that will be realized a the end of this journey. The biggest challenge for you will be to followup on what is expected of both your employees and your business.

Give Your Brand the Right Start With a Memorable Logo Design!

Have you ever noticed that we forget what we read and hear, but we often remember the images we have seen? In fact some logos leave such a profound impression on the viewers that they might forget the product or service but they remember the company by its logo. No wonder, a logo is the most crucial component of any company's branding. It is the graphical representation of your company's message to the prospective customers. It is the image that will speak a thousand words to your audience on behalf of your brand. That is why you should pay special attention when ordering a logo for your firm.Fortunately, it has become pretty easy to get a custom-made logo for your company. You can hire from the unlimited number of design services available on the internet with their cost ranging from the minimum to the maximum. And, do not get turned off by the services that charge low. In fact getting a cheap logo designed is an intelligent move, here is how:A high-priced design service isn't always necessarily all that great. Now with the increasing competition in the market, even reasonably priced graphic design agencies are offering multiple concepts for logos, unlimited revisions and quick turnaround time. You can get more than one creative concepts for your brand at a fairly low price. Remember, an affordable logo design is a smart choice. All you need to do to choose the right graphic design firm is to follow these steps:


1. Interview the designer thoroughly2. Check out their previous work samples3. Find out their turnaround time.4. Find out how many number of concepts are they offering.5. Most importantly, see if they are willing to listen to your ideas or not.6. Compare the prices and find out if they are affordable and are they really offering value for money or not.Once you carry out this research, you'll pretty much know which company is the best to create your brand logo. Consider it a success if you get a great logo design from a cost-effective service. After all why pay a huge cost if you can get all the perks of a highly creative and professional job done at a pretty reasonable price. Whether you choose to go for an expensive design service or an affordable one, make sure that you get a unique, timeless, memorable and simple design.