A Funny thing happened on the way to building a business ....

A short business anecdote:

I'm always fascinated by the reaction people have to the FUEL VM plastic business cards that we've used for going on 9 (!) years.

For the uninitiated – many moons ago as FUEL VM was just getting rolling – the biggest marketing expenditure the firm made were our custom, completely-ahead-of-the-curve plastic business cards ... printed 2 colors on the back and silk screened white on the front creating a virtual work of marketing art. The cards cost a significant amount of money - especially for a company literally just opening the doors. That said, I have learned a valuable lesson from them. They have helped CLOSE BUSINESS. Yeah, mock me, but the business cards have had an impact on our sales process. However, the even bigger lesson is realizing that they helped close business for FUEL VM, but the same tool would not work for another situation.

Aside: I love watching the reaction people have when they first hold the cards. 99% instantly hold it up to the light then they flip it around then they ask what the blurry mess is in the background. As human animals, we are kind of predictable sometimes ...

The ultimate point is that the cards have become FUEL VM's top marketing tool ... they elevated a mundane business necessity into a chance to motivate and inspire our typical target audience. But the design, execution and success was all based on understanding our audience and how best to position FUEL VM to them ...

The latest business cards I had reprinted a couple of years ago became a promo video for the printer. Check it out!

- Andrew M. Curtis

To see if FUEL VM can help with your marketing, brand or Web development needs, please visit fuelvm.com.

How Does the Color in Your Brand Connect with Your Customers?

Posted by: Jean Jimenez Greenwell

So, what color is your brand? And just what does that color evoke about your company's image? I worked for a company where their branding color was also used as a reference to their corporate culture - - one with a lot of energy and innovation.

I'm working with a client now who has chosen red as their main color in their branded material. Kate Smith, Color Expert, Career Color Trend Forecaster, and Editor of Sensational Color, a site featuring a wealth of information on the subject of color, describes how red affects us physically: increases enthusiasm; stimulates energy; encourages action and confidence; and, provides a sense of protection from fears and anxiety. I guess those are good connections for the color red for someone in the security industry.

For a start-up company or a company that may be re-branding itself, choosing the colors in your logo, communication templates, websites shouldn't be done haphazardly. Here are Kate's recommendations for identifying the best color for your business:

1. Start by selecting a palette of colors. Keep in mind the dominant color should convey some aspect of your company’s unique value proposition which you are trying to convey.

2. If you operate a small business and you are largely the face of the company, select a color that matches your personality.

3. Check to make sure the dominant color and/or color combination are different from your competitors. If you need to have the same dominant color, be sure to do something different with your accent color(s).

4. Confirm that your color combination works well on a projection screen or mobile device rather than just on paper.

5. How does your color scheme appear in black and white? Many logos and emails are printed using black-and-white printers, so it is imperative to keep this in mind.

Color is a powerful non-verbal element a business can use to emotionally and visually connect with its customers. How is the color in your brand connecting with your customers?