Does anyone surfing the web these days see a blue bird or a chubby aqua “T” and not think of Twitter?

Icons—pictorial representations of brands, products, or people—can be powerful tools to help you stand out in the cyber crowd.

A customized icon set—a group of similarly styled icons, much like a family of fonts—takes iconic branding to the next level by helping you:

• Differentiate one product, application, or blogger from another.
• Organize products into like groups—without sacrificing the consistent elements of your brand.
• Streamline the back-end functionality of your content management system, which makes it easier for staff to navigate and to train new staff on how to use it.
• Provide a consistent theme for graphic, product, app, and other designers to use for creating new icons.

Here at Atomic, my process for developing icon sets is pretty straightforward. It focuses on upfront preparation, which conserves your time, cuts down on costs, and ensures that we get the best results.

• Brainstorm. First, I’ll brainstorm with you to learn who and what the icon set is for. What message, position, feeling do you hope to convey? I might just listen to how you talk about your products or brand, take notes, and then jot down some ideas to see what creative concepts emerge.
• Research. Often, these early brainstorming sessions are augmented with additional research. I want to know what your competition is doing. I also like to check out how other sites use icon sets and to what effect.
• Sketch. Next, I’ll sketch out some more concrete ideas for you to review—including color schemes that bring the concepts to life. I’ll typically present ideas from a variety of different angles to see which ones you think work best for your goals. And I’ll provide my two cents to help you decide.
• Refine. Once I get more feedback, I can refine the sketches to create full, polished illustrations.

Soon enough, your customized icon set is ready to be deployed.

Now that’s iconic thinking for your brand and your business.

Using social media channels is a great way to promote your business. But a lot of companies view social media only as a means to an end – as a way to push people to their own website.

From my perspective, these companies are missing a key point about social media: the fact that most people don’t want to be redirected. They’re on Facebook or Twitter or YouTube for a reason. They want to be entertained. To catch up on the news. To interact, comment, get in on the conversation.

With that in mind, smart companies are focusing less on getting people away from social media sites – and more on establishing a strong brand presence within them.

Here are some great ways to do that.

• Facebook. Facebook pages aren’t fully customizable, but they do have some strong features. You can create custom tabs on your Facebook page and sell things using PayPal. You can also create custom landing pages. If you search for “Starbucks” on FB, for example, you’ll go straight to their Starbucks Card tab, rather than their Wall. All of this customization is done using FBML, Facebook’s proprietary markup language.

  And although this isn’t exactly customization, some companies are using FB as a customer service portal. Look at the posts and comments on Best Buy’s page, for example. Best Buy is resolving customer complains within FB – not wasting time redirecting customers to its home page. What a great concept.

• Twitter. Like Facebook, Twitter also lets you customize your page to reflect your brand. Atomic’s Twitter page, for example, is decked out with our logo, contact information, and brand colors. We’ve also included with headshots of our staff and their Twitter handles.
• YouTube. YouTube allows for elaborate customization – look how Coca-Cola has designed its YouTube channel to reflect its current “Celebration” campaign. Dr Pepper hasn’t done quite as much work – its “I’m a doctor” campaign videos run on a standard Dr Pepper background. But still, the channel is customized. That means you don’t have to go to these companies’ websites to experience their brand; they’ve brought their brand to you.

Here at Atomic, we’ve been helping lots of companies take their website presence and apply it to social media sites. Ready to do the same?

A few months ago Atomic released SlickPlan, a web-based sitemap generator. We’ve had a great response, and several people have asked how we got so much traffic to the site so quickly.

I won’t give away all our secrets, but I will say that submitting the site to a number of directories was part of our strategy.

For those who don’t know, directories are websites that categorize and list other websites. Business.com, for example, lists business websites in categories such as accounting, construction, and healthcare. Submitting your website to directories helps build links to your site and increase your search rankings.

You can’t submit your site to any old directory, however, and expect to get results. There’s some strategy involved. Here the approach I took for SlickPlan. The same approach can work for you.

• Submit to niche directories. It’s better to submit your site to a directory that relates to your industry rather than a general directory like Yahoo’s. Doing so increases the chance of your site being accepted by the directory. And, niche directories have a more targeted readership, so you’re more likely to have qualified leads find your site and click over to it. We submitted SlickPlan to makeuseof.com and webappers.com, for example, both of which cater to web designers and developers.
• Submit to directories with a high Google page rank. Having your site in a highly-ranked directory increases your site’s page rank. It also means that the directory gets lots of visitors, which improves your chances of getting referrals. In addition, sites with a high page rank are generally better made and better respected than sites with a low rank. Being in those directories helps enhance your reputation as well.
• Include links to your site in the directory’s “description” field. Some directories don’t allow you to do this. But if you can sneak a link in, it provides readers with a quick, easy path to your site and helps your organic SEO.

Remember that it won’t help to submit your site to every directory under the sun; in this case, more really isn’t better. Take a targeted approach to directory submission, and you’ll get better results for less effort.

Is email marketing dead?

We recently saw a post on this topic, and it made us stop and think. If you can get Twitter and Facebook updates from your favorite companies, do you really need to get email from them too?

We put our thinking caps on, and we thunk awhile, and we decided . . . yes, yes, you do need email marketing!

Here’s why.

• Email marketing reaches customers who haven’t jumped into social media. Plenty of boomers get email from their kids and shop online. But not all of them have started using Facebook, let alone Twitter. Email remains a useful way to stay in touch with them and let them know about sales and promotions.
• It’s a way to establish expertise. Many companies send out email newsletters just like this one on a regular basis. These newsletters aren’t pushing direct sales. Instead, they share information about topics that are important to your customers. This knowledge-sharing can help establish you as an expert in your field – whether you’re a catering firm writing about how to host a great event, or a golf pro offering weekly tips on improving your stroke.
• It’s a way to get the word out about sales and specials. It’s no big news that putting products on sale is one of the most effect calls to action available. That’s why mega-retailers like J. Crew and Land’s End have aggressive email marketing campaigns. Each company promotes a wide variety of sales throughout the year – sometimes it’s free shipping, sometimes it’s end-of-season discounts, sometimes percent discounts. But the sales are regular, and the emails announcing them can come weekly or even daily.

The rules of conduct governing email marketing are rigorous, and there’s no better way to ruin your reputation and get onto server blacklists than to violate them. But if you follow the rules, email can be a great part of your interactive marketing campaign.

Want to talk about your email strategy? Contact us today.

Stop the interweb presses! We’ve got some news!

Atomic has just released it’s first application. It’s called SlickPlan, and it’s a free tool that web developers can use to easily create great-looking sitemaps and flowcharts.

Q: Excuse me, you built an application? I thought you were web developers.

A: Well, of course we are. But often our clients need custom functionality or custom applications for their websites. We wanted to let everyone know we do that too.

Q: Really? You can do that?

A: Totally. Our own Dayton web design team handcrafted this application using PHP/MySQL and jQuery. We used Twitter to identify a qualified focus group that helped us to beta test the program. We released it about a month ago, and we’ve already got more than a thousand registered users.

Q: So you created this app for your customers?

A: Well, originally we created it for ourselves. We’re obsessive about project planning at Atomic – and the first step in planning every website is to create a sitemap. We found ourselves wasting a lot of time building sitemaps in InDesign or Illustrator. So we decided to create an app that could generate sitemaps more easily. That’s how SlickPlan was born.

Q: Is it just for web developers?

A: SlickPlan is great for web developers because they can use it to quickly build site maps, and then with a click of a button turn them into standards-compliant HTML. So that speeds development. It also speeds the review process because developers can send reviewers a URL directly from SlickPlan. Or, they can use SlickPlan to autogenerate a PDF, if that format is preferable.

But in answer to your question, SlickPlan is also great for anyone who needs to quickly and easily create a professional-looking flowchart or sitemap. Like you, for example.

Q: Me?

A: Yeah, you. You look like you could use a little more organization in your life.

Q: < sigh…. >

Want to check out SlickPlan and give it a try? Go to www.SlickPlan.com. Or contact us anytime to learn more.