Waypoint Writing, Author at Waypoint Writing

The Branding Blues — A Lesson from Pantone’s Color of the Year

Posted on January 6, 2020October 6, 2023 by Waypoint Writing

Image credit: Forbes.com

As a company that recently rebranded, the process of branding feels fresh and familiar. Currently, some of our clients are also launching rebranded messaging and missions for 2020.

Although the results look straightforward and simple, the decisions required along the way can be overwhelming.

One area of branding that our clients have struggled with is color. For that reason, we’re taking a look at the recent announcement regarding Pantone’s 2020 Color of the Year to explore what it might offer your brand.

Does Classic Blue capture the essence of your business? Does color really matter to your brand?

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Our First Ever #MerryMailCampaign Finishes Strong

Posted on December 16, 2019October 6, 2023 by Waypoint Writing

Just over two weeks ago, we put out the call for our first ever Merry Mail Campaign in support of Cards for Hospitalized Kids. We wanted to do something to give back, but realized time was of the essence.

Somehow, despite publishing our call for cards the day after Thanksgiving, we didn’t get lost in the shuffle of Small Business Saturday or the upcoming December holiday season. In fact, it’s fair to say that you heard our call loud and clear.

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Waypoint Writing Posts Merry Mail

Posted on November 29, 2019October 6, 2023 by Waypoint Writing1 Comment

As someone who appreciates good, old-fashioned snail mail (I’ve even published an ode to the hand-written thank you note), I am excited to announce that Waypoint Writing is embarking on a charitable campaign that requires envelopes, postage stamps, and actual handwriting.

To celebrate the season and give back in a way that represents my love of words, messages, and meaningful communication, Waypoint Writing will send holiday cards to kids who are stuck spending the holidays in hospitals around the country via the Cards for Hospitalized Kids campaign.

Instead of making this an individual endeavor, I am extending an invitation to you, your kids, your friends, colleagues, artistically-inclined associates, whoever you think might want to make a card to brighten the holiday season for a sick child.

Here’s the plan…

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Creating Content to Support Small Business for #SmallBizSaturday

Posted on November 21, 2019October 6, 2023 by Waypoint Writing1 Comment

As a small business owner, it’s probably no surprise that I believe in supporting other small businesses whenever possible. Last year, in preparation for Small Business Saturday, I blogged about the event and highlighted my visits to various local small businesses on social media.

Following some encouraging feedback and in an effort to offer more value to fellow small businesses, I created a downloadable PDF, the “Small Business Saturday Shortcut Starter Kit.”

This guide offers some suggestions pulled from last year’s blog posts, Celebrating Small Business Saturday and Five Marketing Moves for Small Business Saturday that readers found particularly helpful when preparing for Small Business Saturday.

Download the Shortcut Starter Kit Now!

Whether yours is a brick-and-mortar or online store, this free download includes tips to assist your Small Biz Saturday efforts before, during, and after your event.

Running a small business is challenging and it takes an enormous amount of perseverance on the part of the business owner. Unfortunately, all the perserverance on the planet isn’t enough. Community awareness and engagement with small businesses is critical, which is why I believe in promoting #ShopSmall campaigns and celebrating the entrepreneurs endeavoring to succeed in my area.

Although it took a big brand like American Express to kick off the campaign in 2010 and call attention to the plight and promise of small businesses, it’s up to individuals and small business owners to keep the momentum going.

And the momentum is considerable. The Small Business Saturday Consumer Insights Survey, commissioned by American Express and the National Federation of Independent Businesses reports that “90% of consumers said Small Business Saturday has had a positive impact on their community.”

Support your community by shopping small businesses on November 30 and showing some love on social media. Tag Waypoint Writing in your Small Business Saturday posts with #WaypointSmallBiz.

To my fellow small business owners, download my Small Business Saturday Shortcut Starter Kit for some last minute tips to prepare your brand for November 30th!

A Rebrand to Reroute My Business: Welcome to Waypoint Writing!

Posted on November 6, 2019October 6, 2023 by Waypoint Writing

Shakespeare famously wondered, “What’s in a name?” and suggested that a rose would smell just as fragrant if we called it a milkweed. Well, maybe. Of course, you don’t realize how much really is in a name until you feel disconnected from it and decide you need to rebrand.

Cast Iron Content, as intended and at its best, represented iron-clad messaging, rock solid content, strong and clear communication on which to build your brand. At its less-than-best, it invited contact form inquiries like the following: “Yeah, I’m trying to find cast iron brake calipers for my Lincoln Town Car…”

For a company built “to structure your story,” we realized we needed to strengthen our own.

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