David: What is Brand Identity Development? How do you tell your brand story? How does that all come together as part of a coherent marketing strategy? Those just really the questions that I intended to ask today’s special guest, Alex Williams. Alex, welcome to DMR!
Alex: Hello David. Thank you for having me on.
David: Welcome. Alex likes to call himself the “Swiss Army Knife” of marketing in creative services. He offer services like logo and identity development as well as marketing strategy; and you can find them at thermalexposure.com. So Alex, you enjoy wearing lots of different hats then?
Alex: Yeah. I guess I have to. I started out as a web developer just in the early days around 1998. That’s make a grandfather in internet years.
David: Before my time.
Alex: Yeah. After doing a little bit of web development, I really got a hankering for getting into design. Once I was into design, I realized I needed to use my own photographs and so I taught myself photography and that transitioned into video and so yes, I wear a lot of hats. I guess you’d say I might attention deficit disorder or something because I jump from thing to thing, but yeah, it keeps me happy.
David: I’ve worn lots of different hands but I try and wear just one hat at the same time. Because I remember back in … I didn’t start getting online in terms of running a business online until about 2000 but it’s still quite a long time ago and I was using Photoshop back the obviously, things have moved on so much really. Really, you focused on Brand Identity Development at the moment and how …
Alex: Yes. That’s correct.
David: How would you describe that?
Alex: I work with a lot of new company startups, nano-technology and the kind of things that we have in the Pacific Northwest. Just lots startups so people come to me and they say, “I need a logo.” Well, what do you do? There’s a lot of questions that goes into the very first elements of creating a brand. Yeah, I find it really useful to interview my clients to find out what it is exactly that they do and how they’re changing the world. You really need to differentiate yourself from other people and you need to think about all those things even before you begin to create a logo.