Essential Components of Brand Guidelines

The Shortlist

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Exile

1
Episode 10: From Refugee to Radical 44:09

منذ 2 years44:09

التشغيل لاحقا

قوائم

إعجاب

احب

44:09

When a young Eva Kollisch arrives as a refugee in New York in 1940, she finds a community among socialists who share her values and idealism. She soon discovers ‘the cause’ isn’t as idyllic as it seems. Little does she know this is the beginning of a lifelong commitment to activism and her determination to create radical change in ways that include belonging, love and one's full self. In addition to Eva Kollisch’s memoirs Girl in Movement (2000) and The Ground Under My Feet (2014), LBI’s collections include an oral history interview with Eva conducted in 2014 and the papers of Eva’s mother, poet Margarete Kolllisch, which document Eva’s childhood experience on the Kindertransport. Learn more at www.lbi.org/kollisch . Exile is a production of the Leo Baeck Institute , New York | Berlin and Antica Productions . It’s narrated by Mandy Patinkin. Executive Producers include Katrina Onstad, Stuart Coxe, and Bernie Blum. Senior Producer is Debbie Pacheco. Associate Producers are Hailey Choi and Emily Morantz. Research and translation by Isabella Kempf. Sound design and audio mix by Philip Wilson, with help from Cameron McIver. Theme music by Oliver Wickham. Voice acting by Natalia Bushnik. Special thanks to the Kollisch family for the use of Eva’s two memoirs, “Girl in Movement” and “The Ground Under My Feet”, the Sophia Smith Collection at Smith College and their “Voices of Feminism Oral History Project”, and Soundtrack New York.…

منذ عامين 41:34

MP3•منزل الحلقة

Let's dive into brand guidelines! While they are considered the foundational elements of any company's marketing toolkit, the specific components can vary greatly between firms. In episode 41 of The Shortlist, Becky Ellison and Lauren Jane Peterson, Senior Creative Strategists at Middle of Six, break down the essentials of brand guidelines. They even go beyond the basics and explore the nice-to-have and dreamworld scenarios.
This episode explores everything from defining a brand's personality and voice, how logos should be used, and the need for consistent visual and writing standards across marketing platforms. Becky and Lauren Jane also share tips on how to audit your firm's brand assets, conduct a "search and destroy mission" for non-complaint logos and visuals, and how to rein in a brand without feeling overwhelmed.
CPSM CEU Credits: 0.5 | Domain: 2

65 حلقات

#Business #Marketing #Middle

Essential Components of Brand Guidelines

The Shortlist

published منذ عامين

MP3•منزل الحلقة

65 حلقات

#Business #Marketing #Middle

كل الحلقات

1
Proposal Submission Confessions 28:21

منذ 8 أيام28:21

28:21

In Episode 64 of The Shortlist, Wendy Simmons is joined by Middle of Sixers Melissa Richey and Becky Ellison for a candid and comical discussion on proposal submission confessions. Harkening back to Episode 46, Night of the Living Deadline, this conversation dives into the best, worst, and wildest submission experiences—crazy requests, impossible demands, and unpredictable personalities. From horror stories to hard-learned lessons, it’s all on the table. Whether you’re managing a team or balancing company goals, workplace stress is inevitable—especially in a high-stakes industry with relentless deadlines. The pressure to succeed can take a serious toll, but by sharing our struggles, we can find camaraderie and maybe even some laughter along the way. CPSM CEU Credits: 0.5 | Domain: 4…

1
Circles Conference Takeaways 32:52

منذ 22 يومًا32:52

32:52

As challenging as it may be to break away from your day-to-day responsibilities to attend a conference, there is tremendous value in being immersed in new ideas, best practices, and inspiring work. But we don't have to limit ourselves and our learning to the AEC industry alone. In this episode, Middle of Six Marketing Strategist Grace Takehara shares her experience attending Circles, a national creative design conference. Listen in as Grace shares her key takeaways including how to foster your creative spark, unlocking your creative potential, and what truly matters in design efforts. Grace underscores that the value can extend to your internal team or even your entire company by inspiring others to consider new approaches and attend conferences that push their knowledge further. CPSM CEU Credits: 0.5 | Domain: 1…

1
Psychological Safety in AEC Marketing 47:03

منذ 5 weeks47:03

47:03

The importance of psychological safety, particularly in high-pressure industries like architecture, engineering, and construction (AEC), is having a moment—and for good reason! This episode of The Shortlist delves into how stress, especially secondary stress from pressure and insecurity, can negatively affect communication and team dynamics. Middle of Sixers Wendy, Allison, and Becky share their own experiences and emphasize that psychological safety—defined as a workplace environment based on respect, trust, and open communication—is essential for fostering creativity, collaboration, and overall well-being. In short, when people feel safe, they perform better, which in turn leads to better outcomes for businesses, whether it's the bottom line or the quality of work produced. CPSM CEU Credits: 0.5 | Domain: 6…

1
Strategic Planning Deep Dive 37:11

منذ 7 weeks37:11

37:11

Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon kick off Season 4 of The Shortlist by diving into strategic planning methods for AEC firms. We explore how these plans can range from formal retreats to informal, and why it’s critical to have a clear, actionable strategy in place—especially in the face of economic challenges like inflation, government budget deficits, and increased competition. Whether your firm’s plan is a detailed, regularly updated roadmap or more of an ad-hoc approach, it’s crucial to align the team around a shared vision and purpose. Tune in for a conversation on how to craft a plan that will help your firm stay resilient and focused, and why strategic planning is so critical. CPSM CEU Credits: .5 | Domain: 2…

1
Leading Design-Build Pursuits 49:53

منذ 34 weeks49:53

49:53

The Progressive Design-Build (PDB) delivery method has been growing in popularity since it was introduced in the 90s. With more public agencies opting for "best value" over "low bid" for certain types of projects, PDB has become a go-to tool for state agencies, hospitals, K-12, and higher education procurement. The selection process, which often includes qualifications, proprietary or informational meeting(s), technical proposal, interview, and fee proposal (but notably, often no design) can extend several months and cost tens of thousands of dollars of staff time to complete. With so much time, money, and other resources on the line, how do you bring top-level strategy and renewed enthusiasm to each procurement stage and score the most points going into the fee proposal? In Episode 60, Middle of Six Principals Melissa Richey and Wendy Simmons discuss the origins of PDB, how to secure teaming partners, cultivating team dynamics, and developing compelling content for a series of written and in-person presentations that demonstrate why your team is the best choice. CPSM CEU Credits: .5 | Domain: 4…

1
Design Strategies for A3 Proposals 45:30

منذ 36 weeks45:30

45:30

We can thank Toyota for many innovations including honing LEAN process and establishing the "A3" approach to problem-solving. A3's structured way of presenting information concisely now shows up across all industries -- including AEC. Over the last two decades, the A3 proposal format has grown in popularity and quickly became a hot design challenge for marketing and pursuit teams. How do you fit a 20-, 50-, or 80-page proposal on just one or two sides of an 11x17 sheet of paper? The answer: you don't. Instead, you have to be ultra-strategic, selective, and creative to communicate your differentiators effectively. In Episode 59 of The Shortlist, Middle of Six Senior Creative Strategists join Wendy Simmons as they share their tips and tricks for getting the most out of the A3 format. From tackling the eternal question of, "Which comes first, graphics or narrative?" to maximizing every square inch while preserving white space, Becky Ellison and Lauren Jane Peterson discuss their approach to working within the parameters of the A3 proposal format. CPSM CEU Credits: .5 | Domain: 4…

1
Marketing Trends that Establish Authenticity 56:31

منذ 38 weeks56:31

56:31

Building a brand that authentically reflects the values, expertise, and people in your firm is job #1 for a professional services marketer. Episode 58 of The Shortlist welcomes back Marketing Strategist, Grace Takehara, and Digital Marketing Strategist, Kyle Davis, to discuss some of the trends they're seeing and how (or how not) they provide opportunities to provide insights into your firm and better connect with your audience. From blogs and long-format videos, to employee ambassadors and values-centric content, Grace and Kyle share their recommendations for leveraging current marketing trends to bring your firm's brand to life. CPSM CEU Credits: 1.0 | Domain: 6…

1
Making of "The Wildcards" 1:03:20

منذ 40 weeks1:03:20

1:03:20

Most AEC marketers' plates are filled with essential initiatives; developing responses to RFPs and RFQs or creating promotional content for websites, social media, and databases. While those projects are critical to keeping business humming, every once in a while we get the chance to work on a big, collaborative, creative project. It's those rare moments when we get to flex our marketing muscles in new and different ways, and hopefully, produce something with the energy to fuel us through the next year of project pursuits. In 2023, the team at Middle of Six unveiled The Wildcards; a creative campaign aimed at shedding a little light (and some humor) on some of the behaviors that add complexity to pursuit teams. More than a year in the making, and involving everyone on the Middle of Six team, The Wildcards have been enjoyed from coast to coast and hopefully helped a few marketers along the way. Listen in on Episode 57 as Allison Tivnon, Becky Ellison, Grace Takehara, and Wendy Simmons walk through each step of the process, starting with the smallest seed of an idea and ending with a nationally recognized campaign. CPSM CEU Credits: 1.0 | Domain: 6…

1
Brand and Client Perception Surveys 1:00:22

منذ 42 weeks1:00:22

1:00:22

" How did we do ?" It's a question that often remains unasked but holds vital importance. Without periodic touchpoints to gather candid performance feedback, strong relationships and potential repeat work can slip through our fingers. But how do we solicit honest feedback without things getting awkward? How do we select the right questions and deliver them appropriately? And once we have the feedback, how do we distill it into solid findings and actionable recommendations? Launching a client perception survey might seem intimidating and daunting, but the payoff can profoundly impact our firm's financial and cultural health. Join Middle of Six Principals, Wendy, Melissa, and Allison, as they explore why perception surveys matter and how to extract the most value from this indispensable activity. CPSM CEU Credits: 1.0 | Domain: 1…

1
Focusing on Team Strengths 50:11

منذ 44 weeks50:11

50:11

From astrology to the Myers-Briggs Type Indicator (MBTI), personality theories offer introspection and insights to deepen our understanding of others. We all recognize that marketing is a collaborative effort, encompassing strategic planning to interview coaching. The beauty of being part of a team lies in having a diverse array of perspectives, experiences, and talents to draw from, yet it isn't always smooth sailing. Differences in personalities can present challenges in understanding priorities, intentions, and approaches. At Middle of Six, we leverage the CliftonStrengths (or StrengthsFinder) theory. This 20-year-old assessment highlights personal strengths rather than weaknesses, while also facilitating understanding of how to best support our teammates when stressful situations prompt "overdone strengths." In Episode 55 of The Shortlist, we take a deep dive into the Middle of Six team with Principal Wendy Simmons, Operations Manager Susan O'Leary, and Senior Creative Strategist Lauren Jane Peterson to discuss the advantages and disadvantages of such assessments and how they've effectively utilized CliftonStrengths to establish a common language in the workplace.…

1
What Marketers Want Leadership to Know 46:50

منذ 46 weeks46:50

46:50

Marketing departments have the best chance of success when they receive clear communication from company leadership. Whether that's insights (or input!) into the firm's strategic plan, having a voice throughout the pursuit process, or being respected as subject matter experts in marketing, AEC organizations can accomplish more by making simple adjustments to how they work with their marketing teams. A great listen for both company leadership and marketing, Episode 54 of The Shortlist sheds light on often overlooked and sometimes unspoken things that marketers want you to know. Join Middle of Six principals Melissa Richey and Wendy Simmons as they provide tips and a few crowd-sourced suggestions to bridge the communication gap. CPSM CEU Credits: 0.5 | Domain: 6…

1
Efficiencies in Proposal Development 47:53

منذ 48 weeks47:53

47:53

We've all been there; wishing we had an extra 48 hours to hone a proposal's case studies, graphics, and messaging from "great" to "exceptional." But there are ways to tighten up your existing proposal process to give your team as much time as possible to craft impactful content. That often means beginning before the RFP hits the streets, knowing when to put pencils down, and using software and technology in smart ways. In Episode 53 of The Shortlist, seasoned proposal experts, Grace Takehara and Becky Ellison, share their real world experience and tips to maximize the proposal process. CPSM CEU Credits: 0.5 | Domain: 4…

1
Overcoming the Fear of Public Speaking 44:24

منذ 50 weeks44:24

44:24

No matter your position or professional experience, almost all of us struggle with some level of fear and anxiety around public speaking. And from internal meetings, to shortlist interviews, to conference presentations, the AEC industry is full of opportunities (and demands!) to address a group or lead a discussion. How can you break through the nerves, build your confidence, and make sure your message resonates? Join Middle of Six Principals Wendy and Allison as they tackle this challenging subject from a variety of angles, leaning on their combined experiences leading teams, coaching interviews, and delivering presentations. You'll be sure to come away with some valuable tips and a fresh perspective to apply to your next speaking engagement. CPSM CEU Credits: 0.5 | Domain: 3…

1
Client Care, Gifts, and Swag: Hot or Not 51:17

منذ 1 year51:17

51:17

It's never too early to start scheming your next client care gift. In Episode 51, Middle of Six marketing and creative strategists, Grace Takehara and Lauren Jane Peterson, share their best practices for executing a thoughtful client care gift campaign, common hurdles, and tips for choosing a gift that resonates. Through insightful anecdotes and industry experiences, Grace and Lauren Jane highlight how curated client gifts and thoughtful messaging can be a pivotal tool in personifying your firm's brand and values; critical elements of brand awareness. Listen in as the Middle of Six team outlines key considerations when executing a client gift campaign, the power of storytelling in gift giving, and their "hot takes" for choosing items that resonate and are worth the investment. CPSM CEU Credits: 0.5 | Domain: 5…

1
What Marketing and BD Need from Each Other 51:00

منذ 1 year51:00

51:00

In the AEC industry, Marketing and Business Development activities are tightly linked. Since marketing plans implement the business and sales goals of the company, a successful execution of strategy demands that marketing and "BD" are in alignment and constantly communicating. In Episode 50 of The Shortlist, Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon discuss how these two critical business building areas interact and define their bodies of work within a firm. Our conversation will equip you with a deeper understanding of the responsibilities and strengths of each group to help build the foundation of a supportive, strategic, and satisfying work environment for both Marketing and BD. CPSM CEU Credits: 0.5 | Domain: 3…

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