Business Etiquette | Marketing | PR | Training
Ask Crystal
Question: Our company is about to merge and I’m tasked with overseeing our new logo and marketing collateral. I’m getting “suggestions” from a lot of VIPs who want the old logo to stay. It is seriously dated and frankly should have been buried years before the merger. How can I navigate this process without offending anyone and still have a job?
Treading in dangerous waters
Answer: Very carefully as this is a politically loaded project.
If you haven’t figured it out already by now in your career, you will with this project: Everyone thinks they “know” marketing and advertising. And I mean everyone. Most assume it boils down to taste, and of course everyone knows they have good taste. These folks wouldn’t tell a CPA what to do, much less a lawyer but when it comes to marketing/pr/advertising, most people think they are an expert. I remember a VP of Marketing vetoing the theme color in an ad campaign-- even through it tested highly effective-- because it reminded him of lawn furniture at his mother-in-law’s house. Yep, and they paid him big bucks for those spurts of wisdom. Here’s what you need: Start a silky internal communications campaign by recruiting a few “Influencers.” These are the natural leaders that folks readily follow—not because of a title but because they are liked. Work with them first and get their buy-in, they will help sell it to the naysayers.
Make sure you choose a design agency that gives you more than just 2-3 choices. Have them work out the design in degrees with slight modification to your existing logo and then gradually transition to the new stuff. You shouldn’t have to pay more to see more choices on the first round, so don’t fall into that trap.
Question: Question: We went to the Legal Marketing Association conference this year but the vendors were too rich for our website budget, yet they win all the awards. Are there site designers outside of the Favorite Few that really know the legal culture but will work with small firms?
Signed--Marketing Manager, Mid-Westy Gal
Answer: Ah yes, the same names paraded year after year at the LMA winning all the accolades. Yawn. It’s good that you’re thinking outside of the box.
YES, there are exceptionally good website design firms. They know SEO and all the other bells and whistles and you would be surprised at what you can get for thousands less but remember: Do your homework and be armed with good info as your attorneys will be asking what company they’ll be keeping if they opt for a shop other than the Favorite Few.