After 20 years of building a solid reputation in tile and interior design circles, Island Stone was ready to up-level its brand for the next 20 years.
Often, the way to up-level and move forward is uncovering where we came from. Our rebrand for Island Stone celebrates its founders’ spirit of adventure and reputation for quality materials.
What is the most uncomfortable thing you have done?
My friend Marina and I got in the car of two people we had just met at a bar the night before, and headed on a three-day Australian road trip.
What did you want to be growing up?
It shifted around a lot, usually between a hot-dog on a stick girl, a National Geographic photographer, or an associate (not owner) at a paper boutique or Kinkos. So you could say my ambition came later in life.
What’s your 30 second story?
I grew up an extreme sports junkie in San Diego, schooled myself on advertising and design in Oregon, and followed my future husband to Alaska where I started my career in design, marketing and advertising. Six years later, I dragged him back to San Diego to settle down, start two businesses, have two kids, build a house, and wonder where all of our free time went. I identify as a gen-xer, which Macoe says is a very millennial thing to say. Enneagram 3.
Favorite thing about Four Fin?
All. The. Things. If I have to pick just one, it’s the team.
What is your dream vacation?
A Costa Rican surf, art, and yoga retreat with my closest people. #predictable
Find more Jen on LinkedIn
‘What is consistency in marketing?’ Hearing this question nearly made me fall over in my chair snoozing. Probably a bad thing to say coming from the person who received her degree in marketing, right? I say this in all honesty though, because the marketing of today is not the same as it was when I painstakingly attempted to memorize the ins and outs of those four ‘P’s’ many moons ago (free stickers to the first person who emails me with them hillery@fourfincreative.com).
Okay, I’m not that old, but marketing was something I studied back before ‘Content Marketing’ was a gleam in Hubspot’s eye and 11-year-old ‘Influencers’ weren’t pocketing millions in YouTube ad money.
So, before I lost it wondering why I didn’t think of the unboxing phenom or some cool wanderlust Insta account with countless sponsorships, I sat back in my chair and asked…W T F is ‘Marketing’ today? And, if I could even get my head around it’s multiple facets, how does consistency come into play? Who is killing the game when it comes to having a solid, sustaining strategy?
Branding: Marketing’s guardrails
Thank goodness I chose to pursue the path of branding…the holy grail of foundation-setting and, ultimately, consistency. Without it, myself and countless companies would be face down in a gutter somewhere.
Why? Because branding is ground zero for defining the core of who you want to be and how you want to show up in the world. This is what we do on the daily here at Four Fin, so I won’t overindulge, there’s plenty more where that came from (let’s have coffee).
When we start with a core brand concept and define the core brand elements, every decision made — from marketing to social media to customer service — better be informed by the brand. Simply put, think of your brand as the guardrails that will keep your marketing engine safely on the highway.
Marketing: Your Lambo ready to go for a spin
Wait. Do you even want a Lambo? Maybe you’re the Prius type…or a classic VW fan like me. At this stage, since we are now blazing down metaphor highway, marketing is less about what you want as a business and more about what your customers want or need…Do they need the speed of the Lambo, the zero-emissions of the Prius, or the cool factor of the classic?
A clear understanding of what your customers want, value, crave, etc. is at the crux of marketing and this hasn’t changed since prehistoric times. What has changed, is where we are meeting customers to communicate the value our brand provides and how. Enter the mind melting, infinite list of marketing tactics in use today. Pause though, and remember that brand is here to help.
If our brand concept is clearly defined (let’s go with ‘Exploration,’ for instance), everything from our name, visual identity, messaging, and vibe will echo this concept; keeping us from flying off the highway. And since we did our customer research, we (hypothetically) know our customers value luxury, curated experiences, and nostalgia. Combine the brand concept and customer insight, and can’t you just picture our Land Rover Defender cruising through the Moab desert? (LET ME DREAM).
When brand and marketing unite to deliver authentic experiences, it’s a seamless, and beautifully natural thing to witness. Factory and adventure tours, mouth-watering Insta shots, and high-end competitions most certainly capture hearts and minds of the Land Rover customer, but doesn’t it just make sense?
This, of course, is just one example of a well known and established brand, but just plain smart because they’ve established guardrails with a solid foundation (brand strategy, core elements) and deliver key experiences that marry both brand and customer desire in a consistently rad way.
So, consistency in marketing is really more about consistency of brand, and what highway we should cruise down with those brand guardrails intact to meet our customers and invite them along for the ride.
Grab the keys and let’s go!
What can you not stop playing on Spotify?
Brightest Lights by Lane 8 (our office listens to A LOT of Lane 8, sorry, you all love me).
Who do you look up to/ who is your role model?
Obvi answer – Brené Brown. For all the reasons. She is the pioneer on understanding vulnerability, and how showing up as our authentic selves is the most valuable (and productive) gift we can contribute in relationships. She has brought me, and the Four Fin team, “Clear is Kind” in framing how we work, give feedback, and share ideas. Total badass, follow her now.
When are you at your happiest?
When in WARM weather, sipping an iced coffee, at my sculpt class, listening to live music, having weird deep conversations, and when things are beautifully organized and executed.
Who’s your dream client?
This is going to be a tie between Michelle Obama and the USWNT. Both are incredibly inspiring to me, and are leading examples of how to create positive waves of change. Both have powerful brand identities that are authentic to their mission. I can only imagine organizing a joint event for these two (call me!)
Find more Jess via LinkedIn
What is the most uncomfortable thing you have done?
Teaching my first design class was the most uncomfortable thing I ever did. I remember it was an 8am class on a Monday morning and although I was excited about it beforehand, when it came time to do it, I was doubting myself. I thought “I could just be sitting at my computer designing, and instead I have to go speak in front of a class of 25 strangers. Why did I agree to do this?” But within the first 30 minutes or so, my fear dissipated, the students were kind and genuinely interested in what I had to share. By the time I taught my second class that evening, I was much more confident. Teaching has taught me so much about speaking to groups, whether strangers, clients, or internal teams, and I’m grateful for that experience!
What is your favorite food?
I’ll eat just about anything vegan, but I do have a special place in my heart (stomach?) for Italian food. Nothing beats a good lasagna! Fortunately, there are so many good non-dairy cheeses nowadays and it’s not too difficult to make a delicious plant-based one. Growing up, my friend’s Italian mom taught me a trick: add sugar, a little cinnamon, and two egg whites to the ricotta. Now I use a plant-based ricotta (or just crumble some tofu) and of course I skip the eggs (or use Ener-G egg replacer), but I do still love the sugar and cinnamon trick!
You’re a new Pantone color, what are you called?
Hmmm… the hair color I’ve been using lately is called Electric Paradise, and it’s the perfect meeting of hot pink and orange, but on me it fades quickly to a blorange tone (which I’m surprisingly ok with). With that in mind, I would name myself “Bellini Blush” (the original Bellini cocktail was named after the painter Giovanni Bellini, known for his warm yet subdued color palette).
Who’s your dream client?
I would love to work with Arctic Fox! Not only is their hair color my favorite, it’s vegan, cruelty-free, and 15% of their profits are donated to prevent animal cruelty. They also have informative blog posts, including hairoscopes! Plus their IG is so colorful, it makes me smile.
Find more Macoe via LinkedIn or Instagram (and see that Bellini Blush in action)
A likely scenario: you’ve just refreshed your brand–the strategy, logo, website, maybe even the name. You’re proud and chomping at the bit to go live with the website and blast it all over socials. Who wouldn’t? You’ve basically got a new wardrobe and MUST put it to good use, otherwise what’s the point?!
Before you blast off, pause for a hot minute and ask yourself, “have I truly thought through the best way to tell the world, especially those closest to my business, why my brand is evolving?”
Assuming you already have tons of fans/customers/clients who already love you for you, showing up with a facelift might be alarming or off-putting, even to your most loyal fans. Our recent Brand Camp alum, W.D. Dickinson had the foresight to think through its rebrand launch and corresponding announcement to key stakeholders.
Dickinson Farm had become a brand well known for its organic produce and related farm products, but was evolving to represent its larger vision and expanded set of offerings. With a new name and refreshed brand identity, W.D. Dickinson Farm, House, and Mercantile founder, Stepheni Norton, wanted to ensure the evolved brand wouldn’t alienate its core farm customers.
Thus, prior to introducing the newly branded website and announcing to the general public on social media, we helped Stepheni craft an authentic letter to her closest partners and farm customers. The email newsletter, sent just before the website launch, accomplished a number of things: explained why the brand was changing, helped set expectations, and gave Stepheni an opportunity to connect with her beloved stakeholders, an act that was perfectly aligned with her new brand strategy.
The takeaway – You’re going to make waves with your new brand. Think ripple effect. How will changes, especially something as significant as a rebrand, effect the varying levels of your stakeholders? Consider what to communicate, how, and when. Being crystal clear for fans/stakeholders/customers (whatever you chose to call them) is invaluable, especially today.
With windows rolled down, driving down the Coast Highway during last Saturday’s perfect sunset, I found myself BLASTING Zeppelin’s “Whole Lotta Love.”
My heart – pounding with joy
My voice – screaming until it hurt
After a cabin fever-inducing winter here in SoCal (so. much. rain.), the sun is shining again and something deep inside is craving to come out, to stretch, scream, sing, dance. Something deep inside is yelling ‘Take up some SPACE, there’s room, YOU NEED IT.’
Turns out, so do brands…
During our weekly team meeting, I shared the Zeppelin tune, and how the music reminded me to take up space. Take Up Space. This got us all talking. I challenged the team to think about which brands are truly taking up space in today’s culture. What does taking up space even mean, especially for brands? In hearing our team’s responses on brand’s they felt lived this out, three themes arose:
Get out of your own way
How easy is it to go along with the status quo, especially the status quo of your own thoughts? I often forget that things don’t change, evolve, or improve unless I get out of my own way of thinking. Same goes for industries. When you think of venture capital and law, what comes to mind? Stodgy, conservative dudes in suits, right? One look at Maveron’s website and you’ll do a double take–this is a venture capital firm? From the design to the tone of voice, any startup will remember the bold, completely unexpected experience this company delivers and more likely than not, want to be a part of it. Also, WilkMazz, bravo for not scaring us away like other law firms usually do. Who said lawyers have to be buttoned up all the time? Turns out, they can have a strong gif-game too.
Do your own damn thing
AKA, do what you do best – be yourself. When so many of us think we have to act or be someone we’re not (I’m totally guilty too), why is it so refreshing to see someone just being themselves? Authenticity is an obvious pillar for subculture branding, but it’s amazing to see Van’s take, celebrating this among their sponsored female skaters who they’ve dubbed the “Vanguards” in a recent campaign. Similarly, female shaving brand Billie is on a mission to show the world the reality of female body hair through its “Project Body Hair” campaign.
Stand up and stand for what you believe
Hearing Robert Plant belt out song after song is no truer expression of speaking his truth for Led Zeppelin, but brands don’t always need to scream to be heard. The next time you head down the meat aisle at the grocery store, you’ll probably find GoBeyond plant-based protein products (think brats and burgers). Their bold look and feel, as well as their clear mission and values don’t shy away from the fact that they believe in a better way to feed the planet. The pure simplicity of consumer goods company Brandless – from their name to their packaging and pricing model – speaks a clear testament to their belief in providing quality, affordable goods without the markup.
Since I’ve clearly committed myself to the quest of understanding why taking up space is not only good, but required to move forward and progress for both individuals and brands, it’s important to note what taking space does not mean: Yelling for yelling sake; doing it for someone else; or trying to get attention out of fear of being forgotten.
If we take a moment and recognize the root of what we’re doing here–leading with heart and intention, which is core to what we do at Four Fin for our clients–thinking about how our brand should take up space is a purposeful exercise allowing us to know ourselves and our businesses better.
Whoever said non-profits shouldn’t invest in their brand early haven’t met charity: water or its fearless founder Scott Harrison. Without a dime to his name, Harrison began raising money in 2006 to build wells in developing countries with a mission to bring clean water to everyone on earth. This mission was large, and he knew he needed a good brand to capture attention, hiring a designer as one of the first employees. 13 years later, over 9.5* million people have/or will have access to clean water thanks to Scott’s mission, and his bold model for charity: water’s success; give 100% of public donations to water projects, show proof of where all funds go, and create a brand that captures hearts and minds (which obviously is music to our ears).
Since day one, Harrison knew he wanted charity: water to be the Nike of the nonprofit sector as he cited in a talk here in San Diego this week. Without a strong brand, he knew it would impact his ability to reach his mission. Check out charity: water’s website (stellar storytelling) or see their presence on social media (close to half a million followers on Instagram) and see just how important brand is to this organization.
Thank you for doing what you do, charity: water. You’ve built a phenomenal brand worthy of your phenomenal mission.
*charitywater.org
