an interview with Lisa Ballard
Tell us why you were contacted by "Where Women Create Business"? Experience is a valuable commodity these days in this new world of sharing, so when my friend, Jo Packham, suggested that I share my branding experience with her readers at “Where Women Create Business” magazine, I jumped at the opportunity. It was a few days later that my insecurity of presenting myself as an expert took over. So much has been written about branding that the word is becoming generic. How could I bring new insight and more importantly, what were the magazine readers looking for when it came to their own branding issues?
How did you approach the process of understanding the reader's needs? Like any design problem, you have to put yourself in the position of your audience. The followers of Where Women Create are creative entrepreneurs that are trying to reach their own audiences while standing out in a very crowded venue. I chose to focus on branding at a more personal level and present the concept of styling their own “personal brands” like they would style themselves including hairstyle, dress, actions and speech. This was a comparison they could relate to and I could connect the message of their own brand to the inner thoughts of a person and the visual style of their brand to the outside appearance of that same person.
What inspired you to develop the opening page? My own brand involves hand-lettering with a retro feel and this was the perfect time to use my style to visually convey my concepts in a fun way. Being my own art director can sometimes be challenging, but I decided to just have fun with the whole series. I figured if I was having fun, then the readers would view the daunting concept of branding as a more approachable task.