We love eCommerce. It's our bread & butter. Some of our best & longest-lasting ongoing relationships are from working with our clients who operate online businesses.
(10-15 minute read)
Search Engine Optimization (SEO), it's a large convoluted and messy term. But it doesn't need to be. In this post we're going to focus on a few key actionable items that provide the best returns. We will start with some of the typical questions we at EvenVision hear from clients, and follow it up with a basic audit and more holistic review. The sections will be broken up as:
With all our clients, those that have jumped on newsletter (email marketing) systems for sales and client relationship development have found much success from this outlet. We highly recommend developing a strategy to capitalize on newsletters as a means of connecting with past & future clients throughout the year, and distributing valuable information.
The following Article is broken down into these digestible bits:
Welcome to our constantly updating Insight - Great Reading for Designers, Developers & Strategists (what EvenVision is Reading)
Our team at EvenVision is constantly reading articles on design, development, and strategy from sources throughout the web. We not only love to read and learn but love to share and empower those around us. Therefore we've decided to start compiling a list of all the valuable and actionable articles we've been reading.
First Principles for Product Design
Akar Sumset – Medium
Fantastic article that reviews Product Design, and the concepts accompanying the field. It’s as much a resource for design, marketing, and psychology as it is an attempt to compile key resources and related text that defines our current understanding of designing for user based solutions.
“It’s a bummer that the implementation looks completely different than what we designed”
Fabricio Teixeira – Medium
We only get the chance to make a first impression once.
Site speed matters, because speed is the first experience people have with your website, your brand, your company. Site speed is a visitor's first impression, so let’s make sure it’s a good one.
Below we will cover the following: What is site speed? Who cares about site speed? What can you do to improve it? And how we at EvenVision tackle Site Speed.
Welcome to our constantly updating Insight - EvenVision Design Tip of the Week.
Each week, our team at EvenVision compiles little tips regarding design that we believe are valuable and actionable for small businesses. But in their simplicity, these design tips are valuable for everyone.
We’ve been asked this question numerous times so here I will attempt to provide you some basic information regarding trademarks. It’s important to note that I am not providing legal advice. For legal advice or information about your particular situation, please reach out to a qualified attorney with experience in trademark law.
1. First thing first. What is a trademark?
A trademark is “any word, slogan, symbol, design, or combination of these that: 1) identifies the source of your goods and services, and 2) distinguishes them from the goods and services of another party.”
2. Benefits of a Trademark:
Is there any real value in a trademark? Yes.
Federally Registered trademarks receive the following benefits:
Once again, we at EvenVision are not providing legal advice and so we will leave the following as direct quotes from the USPTO basics video (link found down below).
3. How do I register my logo as a Trademark?
So the benefits seem enticing, but how do you actually register a trademark? Well, it’s important to note that there is a two-tier system within the United States for registering a trademark: Federal and State. Because there is so much information about registering trademarks available, we will only be covering Federally Registered Trademarks.
4. Trademark applications can be denied.
The most basic reason a trademark application may be denied by the USPTO is based on the principle called “likelihood of confusion.” Defined below:
“likelihood of confusion between the mark in your application and a mark registered from another party.”
Here are some of the things which may be red flags for the USPTO with regards to the likelihood of confusion:
5. Inherent strength of a Trademark
Not all logos or marks are created equally, this not only has to do with the quality of their design work but also with the selection of the name. Some are indeed stronger than others, and for trademark purposes, this is an important aspect to note because the strength of a mark determines how easy it is to protect.
USPTO notes these distinct levels of strength, listed from weakest to strongest: These are pulled directly from their video regarding the basics of trademarks:
6. Do your research
Once again, filing for a trademark does not mean that you are guaranteed a trademark, nor are you able to be refunded your filing fee. Therefore, no matter what size your organization is, it’s important to spend the time in researching whether or not there is already a trademark registered that would prevent your application from being accepted.
USPTO calls this process the Trademark Clearance Search and recommends the following steps:
7. Enforcing your Trademark Rights
You are responsible for policing your trademark. If another organization infringes upon your registered trademark rights, the federal or state organizations that they are registered through will not do anything unless you initiate an action against the organization that is infringing upon your rights. That said, the USPTO will not allow a company to trademark a similar mark or logo, so there is at least some level of automated policing occurring.
To sum things up:
Should I trademark my Logo? Totally. There are some serious benefits if your business or organization plans to exist for a long duration and expand.
But the process can be long, hard and possibly expensive. You have to be smart about what you're trying to trademark and be careful about the help you acquire. Furthermore, trademarking your logo isn’t simply a one-shot process, but requires careful diligence overtime to make sure your mark is protected.
Video is one of the most effective storytelling mediums there is. The combination of visuals, sound, and motion is a powerful one that can convey information with great efficiency, and that the audience can immerse itself in much more easily than just words or sound alone.
When content includes visuals, readers are more likely to both read that content and understand it.
Traditional business thinking has always prized stability. The way to build success, the usual thinking goes, is to protect your business by avoiding risk as much as possible. To that end, most businesses focus on finding one particular way of doing things, streamlining and perfecting that one method as much as they can, and then sticking with it as long as possible. Here at EvenVision, we look at things a little differently.
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