We’ve been applying the finishing touches on a branding overhaul that Whitestone Design Werks created for JEB Commerce which we announced last September. In that post, our intent (both JEB Commerce and WDW) was to highlight the whole process step by step for the benefit of other businesses considering what it would take to re-invent their identity and infuse their brand with a new fresh, life. Well, the best-laid plans of mice and men…

As a consolation, we are now providing highlights of the new identity system and how it has been applied across the board to all of the collateral pieces needed for conducting a successful business. After showing what was originally being used by JEB Commerce after the jump, we’ll show the new identity living and breathing in all of it’s new environments.

Here is the original JEB Commerce logo as it appeared on their old website…

…and the new JEB Commerce logo.

And here is the new identity applied to the new website along with new supporting graphics. WDW also provided design and production for the new JEB Commerce Website and Blog.

JEB Commerce stationary system.

Here’s an example of the identity applied to the Twitter background for JEB Commerce on Twitter.

And Whitestone Design Werks also supplied portrait photography for the JEB website and applied the identity to their profile picture for their main Facebook page.

There were many other items that we haven’t included here and a few things that are still in the pipeline, but this should give you an idea of a basic minimum of elements for logo application for any business’ identity system. As you can see, an identity system is more than just a logo.

The bottom-line is that JEB Commerce and Jamie Birch in particular, went from exploring a low-priced, crowd-sourced solution that seemed very affordable, but would have only resulted in an EPS file that they would have then had to have supplied to vendors, web developers and whatever other service providers would have been necessary to produce all the necessary elements.

Like many small businesses just starting out armed with a cheap or free logo file, with the many different vendors responsible for different applications of the logo, along with the varied interpretations of design, would have guaranteed a mish-mash of inconsistent logo application across the board—not to mention the overall poor quality of logo designs that were to be chosen from in the first place. It may have been cheap, but they would have paid dearly in the lost opportunity to shine and gain the respect and trust of both their current and potential clients with a well-crafted identity system—wasting their hard work in building the JEB brand over the past few years.

As a business just starting out, you may not have realized what all was involved and how important your identity was, but now that you are on the cusp of expanding into new territories or getting ready to take your business into the next level of competitiveness and effectiveness, now is the time to seriously consider taking advantage of this time to invest in and re-invent your identity to reflect the new maturity and savvy of your brand. You’re playing with the big-boys now and its time to start looking like it.

For next week, we’ll post some of the other designs explored for the new JEB Commerce identity and hopefully shed a little light on the creation process itself.

After experiencing tremendous growth and unparalleled success as a dynamic start-up in the affiliate marketing management industry, JEB Commerce – Affiliate Program Manangement realized their logo, while professional looking, was more fitting for a business in its infancy than the maturing powerhouse it was becoming and the respected leader in their industry they were aiming to attain. Even as a relatively new player, they had already amassed an impressive client list that included brands like: Elance, Ligonier Ministries, philosphy, OfficeFrog to name just a few as well as successful experience working with brands such as Dean & Deluca and Zappos.com.

After trying an online crowd-sourcing logo design solution and being less-than-impressed with the submissions, JEB Commerce decided to approach Whitestone Design Werks to come up with a design for a new logo in order to refresh and reposition their brand. What Jamie Birch, owner of JEB Commerce thought was a simple request to design a logo, turned into an education about the difference between “just a logo” and what a well-thought out and designed identity system was and how it was crucial for developing JEB Commerce’s position as not just a well-respected brand but an authoritative, leading brand in their space.

After lamenting to Jamie (more like whining—until Jamie told me to man up) about how common a misunderstanding it is among small to medium-sized business owners about the fact that while a simple logo does become an identity by default, it is much different to have a logo deliberately designed to be applied into an identity system than to just have a logo that has been designed in a white box that you then take to a printer, web developer or sign fabricator and allow them to interpret how it is applied based upon their whims (and questionable design abilities).

After arriving at an epiphany we hit upon the idea that documenting this process would be a helpful exercise to help other small business owners understand some of the issues involved with facing the maturing of their business and its growth, but recognizing that its now time to put some “big boy (or girl) pants (pant suit)” on, as it were, and take the opportunity to invest in their identity to help elevate their brand position in order to attain their business’ ultimate goals.

In the coming weeks, Jamie and I will be highlighting the process of going through a complete identity design overhaul for JEB Commerce. I will be posting the progress and will for the first time, grant access to what is normally only a client accessible area to the general public in order to view the comps online and even provide feedback in the process. However, we will reserve the right to ignore said feedback if we disagree.

Jamie, for his part in the process, will also be posting to the JEB Commerce blog with his thoughts and updates of the process along the way in order to help educate the multitudes of Affiliates that work with and follow JEB Commerce.

So, stay tuned for what I hope will be an educational process that just might open your eyes to the value of investing in a true identity system that has been thought-through and designed to communicate the essence of your brand and then can be applied to all your points of contact with your customers thereby elevating your brand to the level of respect and authority you have earned over the years, but are being held back by an immature identity.

I do have to say that the saving grace in this storm is that it was cold and the snow was light and fluffy. So, while shoveling light, fluffy snow can be a challenge in itself (think eating peas with a butter knife), it is not as hard as shoveling wet snow. And I have to give a big shout out to my neighbors who pitched in shovels, backs, snow-blowers and plow-equipped ATV’s to help everyone shovel out each other’s driveways. Even with all the help, I pretty much missed a whole day of work shoveling. And I work from home!

So, I’m enjoying the effects of Advil now and resting up for another storm supposed to hit on Sunday that they say will bring possibly another 4-6″ of snow. Bring it on. What’s 6″? Heck, I’ll take 12″! I just hope I don’t have to shovel 30″ of snow in my lifetime again!

Now one thing to keep in mind, shushing other people’s dogs is not really a recommended activity if you want to keep civil relations with your neighbors, that is unless they’re all watching Cesar Millan too. Which, happens to be the case in our neighborhood–so its all good. But keep in mind, when you deal with other people’s dogs, its not entirely unlike disciplining other people’s children in front of them–it just doesn’t sit too well with most people.

It’s an interesting phenomenon how we are blind to our own children’s (and dog’s) disobedient tendencies. We tend to rationalize it away and apply the excuse that it’s “their temperament” or it’s because “they’re that way because they’re Rottweilers” or “because they’re Irish” (I’m mixing kids with dogs–sorry), but the point is, we rarely look at the situation honestly and conclude that, “it’s me. I’m not a good dog owner” (or parent–but I’m afraid that’s gonna have to wait for another post).

After watching oh, say, some 20-30 episodes of the Dog Whisperer, we finally realized that we were the ones responsible for our dog’s behavior and that we were just enabling his desire for structure by allowing him to be the one who called the shots since we weren’t and not realizing that we were supposed to be the dominant pack leaders (yes, all of us). The video series has been a fascinating psychological study of not just dogs (which is what you’d expect) but even more so about people and how we in America have uniquely anthropomorphized our animals and projected human emotions and reasoning onto these wonderful creatures and have forgotten that what they really are is; dogs. Yes, I said dogs! They’re D.O.G.S.! And that means, that you’re the boss–not their parent (did I just mix species again?).

So, bottomline, is that rather than learn some neat tricks on how to “train” obedience into our cute, little alpha dog, we learned how to “project calm, assertive energy” and recognize that we are humans, and that our little Cody, while still being the cutest dog in the world (see left), is a dog and not a human. And after a few weeks of putting it into practice, we now have an amazingly obedient dog. So, on top of his cuteness, he’s now obedient too. Which pretty much makes him the perfect dog. Thanks Cesar!