Beautiful People. Beautiful Brands.

Coming right off an exhausting – but stimulating – trip to the America’s Beauty Show in Chicago last weekend, I was overwhelmed by this little slice of celebrity, fashion, and pent-up energy that was released in one big extravaganza at the McCormick Convention Center. It was an enormously successful show, with attendance that surpassed the expectations of many – a good sign the market is likely on the verge of an upswing.

I was impressed when I heard that the legendary hairdresser and businessman, Vidal Sassoon himself, probably one of the most famous and historic names of the beauty industry, was signing autographs on the showroom floor. Sure enough, seated at a table, there he was, row upon row of eager fans in front of him, their hands outstretched, holding scraps of paper for signatures. But it occurred to me, for many people, his name probably conjures up images, not of a smiling face, and his recreations of classic bob haircuts, but the infamous logo on plastic shampoo and hair conditioner packaging that was relentlessly advertised on prime-time television with the unforgettable phrase, “If you don’t look good, we don’t look good.” The jingle rings on in my ears to this day. So prominent was the brand name in my sheltered suburban world of household beauty products, bestowed on me by my two older sisters in the early eighties, that I can say for myself at least that I probably didn’t realize Vidal Sassoon was actually the name of a human being until I hit my early twenties. More…

Complex Needs. Simple Solution.

Tonic Blue recently developed a new web site that allows the Society of Thoracic Surgeons (STS) to effectively communicate with an international membership of over 6,000 surgeons, researchers and healthcare professionals. The site architecture required careful attention at the beginning of the project to ensure the needs of all audience types were being considered, and so that content from categories such as education, research, membership and advocacy funneled into the site structure appropriately. Elaborate wireframe diagrams were created that allowed scrutiny of functionality and layout of pages before a single splash of color was applied to any page. The process paid off, resulting in beautifully-designed site that does not sacrifice usability at any level.

A content management system (CMS) was integrated that allows numerous association managers to publish material, preventing workflow bottle-necks common to many associations, yet a content review and approval process allows managers the quality control they need to ensure communication establishes a unified voice and a strong brand impression.

Visit sts.org, and see how Tonic Blue created a site designed to accommodate high quantities of frequently changing and seasonal content for one of the world’s most prominent and respected medical societies.

A Matter of Trust

Companies strive to portray their brands as those that can be trusted. Unfortunately, trust levels are not where they used to be.

It takes only a Pew Research Center poll from April, 2010 to shed some light on current views. The poll found that only 22 percent of Americans trust the government in Washington. Corporations don’t fare any better: the poll further confirmed that only 39 percent of consumers trusted messages conveyed to them by corporate spokespeople in 2010, compared to 45 percent in 2009. There are many elements contributing to consumers’ lack of trust: The economic downturn is an obvious indicator, but badly handled scandals, including the former Hewlett Packard CEO’s sex scandal, or the slowly-handled BP gulf oil spill, don’t help.

And keep this in mind; a carefully molded brand impression that takes years to build can go right out the window with a single rumor on a social media or news network. Take a look at the recent headlines that spread like wildfire when WikiLeaks’ Julian Assange revealed he may release damaging private information from a Bank of America executive on his controversial web site. The bank’s stock went down 3 points the following day even though there had been no such information revealed.

Think carefully about how you communicate when representing your company’s brand. Social Media and web content, although a powerful tool to spread great messaging and build impressions, can go sour instantly. Brands need to do more than merely stay on the straight and narrow; they need to develop web content that builds their impression effectively and should rely on experienced resources to create and manage their communications.

Building on a century-old brand

When Tonic Blue was awarded the web site redesign project for a company with an incredible reputation in the Chicagoland’s construction community, some deep thinking was required. How do you convince an audience of something they already believe? Continental Electrical Construction Company was already established as an industry icon, with a Chicago history going back almost one hundred years. Started a year before people even had electric refrigerators in their homes, the company has experienced tremendous success and has emerged as one of the greatest of the city’s “big shoulder” success stories.

With the creation of the company’s new web site, Tonic Blue focused on the substantial company history and its experience handling Chicago’s highest profile projects; U.S Cellular Field, Millennium Park, The Willis (Sears) Tower, and large corporate and institutional facilities such as Boeing Headquarters, and University of Chicago Hospital Center for Advanced Medicine.

The foundation of Continental’s brand is its reputation for working on high-profile projects, its impressive history (check out the interactive timeline that begins with the company launch in 1912), and its impressive array of services, including experience with emerging, smart-building technologies.

The Continental Electrical Construction web site flaunts a great brand with a clean presentation and showcases what makes the company truly great.

Medals for Excellence

Addus Healthcare makes it possible for thousands of seniors to continue living in their homes instead of moving into nursing homes. In the long run it’s a healthier and happier situation for the clients and their families.

Tonic Blue Communications played a role in creating an important program for Addus Healthcare that encourages Home Care Aides to be on the lookout for signs of change in the client that can lead to more serious problems and possibly hospitalization. As soon as an aide spots a wound, signs of dizziness, swelling in the legs or other changes in the client, they must report them to the Addus Care Coordinator who will see to it that the client gets immediate medical attention. The goal is to keep the client healthy and safe in the comfort of their own home.

The prompt action on the part of Addus Home Care Aides does not go unrewarded.  At In-Service meetings, those who have gone above and beyond receive a custom made medal that can be worn in recognition of their actions.

Advertising the softer side

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We’re proud to announce the launch of our strategic campaign for Takara Belmont. The series, featuring juxtaposed salon and spa furniture in the most unusual settings imaginable, paints a playful portrait of a company that has been a leading name in the beauty market for more than 50 years. Although Takara has carved a niche for itself with high-end products, the campaign promotes the more expressive side of the business. Selection of furniture is a big step for a salon or spa owner—not only is function important, but it’s a statement of the personality and character of their business.

By choosing products that reflect a specific image, the salon owner is establishing their salon or spa’s brand. Image is huge. From retro to modern, Tonic wanted to strike an emotional chord with the audience at a point when they may be considering an investment that will play a major role in molding identity.