5 Brand Identity Factors and the Social Media Behind It All

How this touchscreen glove company has developed a powerful brand

Identifying a brand identity is key to a company or product’s success.  Here are five of Agloves’ favorite brand identity components and how we exemplify those via social media. The importance of effectively communicating brand identity is especially high for a smaller business when playing in the same market space as bigger organizations like The North Face.  It’s what sets you apart.  It’s how your customers become loyal.

 

Jean Spencer and Jacob Midgett pose during an Agloves photoshoot. Photo credit: Forest Woodward

  1. Our brand’s essence: Our brand’s essence is culminated on our webpage.  The language, typography and colors that we choose present a fun, edgy brand that thinks of gloves as more than a winter textile, but encompasses a type personality that might use our gloves.  We focus on making our story and energy human and understandable, fun, friendly.
  2. Our likes and dislikes: We are not afraid to communicate our brand’s likes and dislikes.  It’s beyond our company’s likes/dislikes.  It’s what the living Agloves entity enjoys: winter, the ideas of silver, technology, clean design. We share these thoughts in our Tumblr page as well as on Pinterest.  We aren’t afraid to state our political affiliations.
  3. Our humor: It is important to be clever.  Funny people are likable people.  Our brand tries to communicate funny things via Twitter and Facebook.  A funny cartoon, like one of those old-fashioned ones, or a funny photo.  People can relate to humor and like to share it.  In the social world, funny goes a long way.  Our brand’s humor is a mix between my own, and things that seem funny based on popularity online.
  4. Our age: Perhaps a brand should be “ageless” but our brand has age.  We are roughly 25-35.  We communicate this through our photography, our models, the types of companies that our brand befriends on Facebook.
  5. Our philosophy: In a nutshell: provide a simple solution to a simple problem: gloves that work on out touchscreen devices like iPhones and Androids.  We do this with our #hashtags. We like to say that we are #solvingfirstworldproblems and creating #firstworldsolutions.  We value #cleantech, #simpledesign, #userfriendliness.

A Business Owner’s Lesson From Yoga

I read an article by Forbes today on 17 counterintuitive things that the most successful people do.  One of the 17 was “Get C’s instead of A’s,” and spoke about the strange occurrence that entrepreneurs and employers were often the C students, while employees happened to be A students.

Now, I don’t know if this is always true…but there are certainly instances (Steve Jobs, cough cough) where people who are true innovators make huge leaps and steps in cultural progression because they aren’t afraid to go against the grain and INNOVATE.  ”A” students might not be that type.

And then I went to yoga class, and we did dancer’s pose. You know the one: You grab one foot (say the right) with your right hand, then standing on your opposite foot you stretch your leg behind you (while still holding on) while simultaneously stretching your left arm/hand out in front of you.  It’s a balance posture but also meant to stretch your back, shoulders and hamstrings. During this posture, I thought: Perhaps it’s not being a “C” student as much as it’s about finding balance. Maybe “A” students care too much about grades and not enough about digging in the dirt.

“Finding one’s dancer” in yoga is an idea about developing enough balance and trust in your body, to create a beautiful pose. You must first develop a solid grounding (feet placed steadily on earth, toes wide, “grounding in the four corners of your feet”).  Then you can begin to build your dancer. The dancer is not successful without an equal pull in oposite directions from both your leg and your upper body, at the same time.  The further one stretches in each direction the more balanced and complete the dancer becomes.

In business, in life, and as an entrepreneur this has obvious overlap.  One must first develop foundation and grounding.  Choose a place to live that you are happy in.  Surround yourself with people that support your success and well being.  Get a job, or start a business, on ideals and practices that feel good ethically and intellectually.

Then you can build your dancer.  As, my yoga teachers always say, “The dancer starts with the kick!” A counterintuitive kinetic motion sometimes, because it feels better to start with the reach of the hand.  But it is in fact the “kick” that drives the posture. And perhaps it’s the “kick” that drives your business. Your motivation. Your ability to make an impact, splash, cause attention, reach customers, develop marketing and an overall energy towards the project.  The “kick” is the motion — and the muscle — that keeps the dancer upright.

But as mentioned, the opposite pull is equally important in the overall success of the dancer.  And it must be applied at the same time. 

On the mat, you must kick and equally reach out with the opposite hand.  It creates a bend in your back as both limbs, your kicked foot and your outstretched hand, reach so far that they begin to bend back towards each other in a circle. In my yoga classes, this is when the balance often gets lost; when people get wobbly.  It’s in part because it’s hard to think about doing both things at the same time.  It’s hard to think about your foot and hand at the same time even while sitting! Let alone while perched on one foot.

In life, this is the pull in the “oppositie” direction of your business.  It’s finding a passion that counteracts your passion for the business.  For me, it’s yoga and rock climbing.  On days where the business is glorious and fabulous, rock climbing and yoga seem like the “cherry on top.” But for days when things get rough, where touch decision have to be made, where sales didn’t go as forecasted….those are the balance tools that keep the dancer afloat.  Keep her supported, upright, beautiful.

In Boulder, Colorado, a hub for entrepreneurs and outdoor activists, I think a lot of people understand cultivating one’s “inner dancer.” But too often I see people get sucked down a path that is not meant for long-term balance and happiness.  It may be getting the first step of grounding wrong (by moving to a city that doesn’t jibe) or it may be either kicking or pulling too hard in one direction (throwing oneself too far into the business, or saying eff you! to life and career).

And so, even as a young buck in the overall scheme of life, I urge you take time to discover your inner dancer.  She is beautiful, supportive, grounded and successful.

 


Global warming is affecting cold-weather businesses.

Global warming, melts snow at ski resorts.

Temperatures across the globe are increasing regularly, and CEOs of cold weather companies are noticing.  When the weather is warmer, there is less of a consumer need for a really warm jacket, a new pair of gloves or a new hat, and sales revenues are reflecting that decrease in consumer demand.  As an effect, the outdoor industries are changing the game plan.

“Examples include ski resorts beefing up their snowmaking capability while simultaneously investing in zip lines and mountain bike trails. Some national retailers, meanwhile, are trimming pre-season orders for winter goods, pushing back deliveries of heavier weight apparel, and shifting inventory dollars away from snow sports equipment toward other faster growing sports such as cycling, running and yoga,” said a Outdoor Industry Association article published March 14, 2013.

Here are a few industry tid-bits we’ve compiled from a news sources we trust:

  • Vail Resorts is investing $25 million into ziplines, ropes courses, climbing walls, mountain bike trails and other summer amenitiesRead the source.
  • “We have to go back to the drawing board on how we think about the risk and reward relationship between inventory and sales in our snow business,” Zumiez CEO Rick Brooks told analysts late in 2012. “Snow in general is just a changing business for many reasons, including the fact that it doesn’t snow as much.” Read the source.
  • The 2011-2012 winter season was the fourth warmest on record for the U.S. Read the source.
  • The number of skier visits nationwide dropped by 15 percent. Read the source.

Here at Agloves we have a similar situation. We have noticed that the “winter sales season” is shortening. March is no longer a winter month, despite a majority of its day technically being winter. You get to the end of February and sales hit a wall.

It’s funny to take a step back and look at what is really happening.  As a business owner, it sometimes feels like things are always possible as long as you work at it.  But no matter how much business savvy you have, how many marketing dollars you have, or how viral your YouTube video goes….Mother Nature trumps all.  We are doing business as a consequence of the weather and the environment in which we all live.  It’s funny.

Well, no matter.  We love winter for business and gloves.  We love summer for vacations, warmth and –best of all – margaritas!


Vernal Equinox – Great time to start something new

We found this on http://www.thepowerpath.com/, and thank them for their great ideas!

“The Vernal Equinox is Wednesday, March 20 at 5:02 A.M. MDT, (Mountain Daylight Time). This is always a great time to celebrate the beginning of something new, a new beginning for any part of your life. Especially now that we are in a time of all systems go and the astrology supports great movement forward, we suggest you don’t hold back.

Dream big and ask for what you want.

If where you are going is not clear at least know with certainty what you don’t want and where you are definitely not going. It is just as important to complete cycles as it is to begin them. We often suggest acknowledging an old cycle and doing a ritual of burning some representation or symbol of the old and then celebrating the space for creating something new.

Celebrate in your own way and keep in mind that the equinox initiates this highly energetic time of manifesting and action. Beware also of the influences coming in that can be challenging in their forceful and aggressive nature. You may find yourself having to set stronger boundaries against what tries to intrude from others. And please be careful and vigilant while driving, using sharp implements and operating any kind of machinery or tools. Accidents can happen and this is not a time to be spaced out.

We also recommend you clean your personal environment with sage or other smoke or another method you may have, as any environment will collect old energies and can always use a good spring cleaning.”


Why not a bulky touchscreen glove?

The question comes up a lot: Why don’t we make a warmer glove, like a ski glove? I mean a lot, a lot. Like folks think we haven’t thought about all the different kinds of gloves there are out there over and over again.

Well, we have thought of it. And we know of manufacturers that make such gloves all across the world. This glove, pictured below, is an example. We got this glove sample in the mail today. This is a genuine leather cut-and-sew glove with re-enforced knuckles and touchscreen fabric located in the fingertips only. The Pakistani company that made this glove is ready for us to slap our logo on it and sell it as an Aglove.

Our newest glove sample.

But we choose not it. Why? Well, it’s a simple thing really. When you have a bulky glove, like this sample, you can’t really operate your device well. The fingers don’t fit quite rights, you have to pull the cloth down to get a snug touch around your finger to even get near the “touchscreen-friendly” part of the glove. Not only that, but once you get the cloth properly placed, the bulkiness of the glove makes it impossible to hit the right keys. When I try it, I can swipe my phone on, but can’t push in my 4-digit security code. I try, I try again…and eventually I pull off the glove just like I would have.

With Agloves, we want to make a truly functional touchscreen glove. Our design is thoughtfully thin, snug-fitting and light weight.  We want our glove wearers to have no problem navigating their phone.  Our belief is that a touchscreen glove should work as well as your bare hand.  The standard for functionality, we believe should be high.  It doesn’t take much, just attention to detail and executing prototypes to fit hands properly.  But it makes a big difference in the way that gloves perform on the devices.

If you want a warm glove, you can get a bulky ski glove.  That’s actually a great idea! Pull it on top of an Aglove liner. Or double up.  On really cold days, we sometimes wear two Agloves. =) It’s just like layering your sweaters.

But we just wanted our followers to know, we know that we could make a leather glove with fingertip-touch-compatibility! We are choosing not to. =)

 


Harlem Shake for Websites

Did you know that you can now make your website do the Harlem Shake? Yes, the YouTube craze has officially made it into the inside tech world of websites.

Our friend Ben, a web designer for TrackWare, recently made Agloves’ page dance: http://hsmaker.com/harlemshake.asp?url=http%3A%2F%2Fwww.agloves.com/history

To make your own, it’s pretty easy.

  1. Go to http://hsmaker.com
  2. Enter a website that has a lot of buttons!
  3. Click “Shake it”

Go for it!


Flashback – The True Reason for the Birth of Agloves

In case you haven’t heard, there is a big storm that is getting ready to dump on New England.

The storm system that’s about the drop 24 inches of snow on the US Northeast.

They say the massive blizzard could rival in infamous storm of 1978 that dumped up to 27 inches of heavy snow across parts of New Jersey, New York and Boston.

Similar to the storm of 1978, this weekend’s storm — which will begin tonight will sleet and rain — is a convergence of two winter storms, one stemming from the north, and one pulling from the Mid Atlantic.  Weather orecasters, are expecting 24 inches of snow and wind gusts up to 60 mph, according to the Washington Post.  Inevitably we’ll be screwing up flights across the country and hamper public transit in some of our nations biggest cities…..but let’s get back to the point…

This reminds us of another winter storm that pummeled New England — the “Snowpocalypse” of December 2009.  Snowpocalypse brought record snowfall to D.C. and Philadelphia that year, and was during this storm that the idea of Agloves was first conceived.

Donning her first iPhone 3, Jean Spencer was working in D.C. when the storm hit and noticed that her winter gloves failed to work on her iPhone.

“I thought, ‘Man! We need some gloves that work on our smartphones!,” said Spencer, who now works as the company’s VP Communications.

Nine months later, the nation’s first 10-finger touchscreen glove was brought to market at www.Agloves.com.

Just as that storm seeded the idea of touchscreen gloves, so will this story necessitate the use of touchscreen gloves.  The good news is that this year, as Mother Nature gets ready to unleash her wrath, there are touchscreen gloves to save the day.

Lucky for you, Agloves has a 30% OFF discount running for the entire month of February.  Enter coupon code: WinterGlove at checkout.

 


I am horrified by the idea of a fired employee suing for wages and unemployment

By Jennifer Spencer

I am horrified by the idea of a fired employee suing for wages and unemployment.
Especially when this employee was as a professional in a position of trust. The
position, like all others in a small start-up, requires flexibility and an ability to wear
many hats. As a small business owner, I work with my staff daily providing high
levels of support and communication. When an employee is not performing, as this
individual was not, I work with that person directly.

More experienced people tell me that one of the mistakes that business owners
make is to keep a bad employee for too long – to try for too long to help the
employee be successful. I am guilty of this and am now being sued by said
employee. It sickens me. It makes me so sad to live in a world where a poorly
performing employee can sue an employer. Being an entrepreneur requires so
much hope, trust, and belief in possibility. Each day requires hard work and
problem solving. I made the mistake of trying to help this employee for too long.
Hindsight shows me that firing the employee much earlier would have been the
proper course of action.

I share this story to remind fellow entrepreneurs, those individuals who take the
financial and emotional risk of creating a business, who spark innovation and create
jobs, that there are people out there who come from a position of complete self-
interest. If you sense that an employee is not able to do their job or are simply the
wrong fit, they probably are. Take action swiftly.


Take 30% off Touch Gloves – Agloves February Sale –

TOUCHSCREEN GLOVE SALE!

It’s February and we still have many more weeks of cold weather, despite what the fabled ol’ ground hog predicted this year.

Now’s the time to stock up a pair (or two!) of touchscreen winter gloves.  Enjoy the gloves at 30% off for the rest of this winter, and be ready for next year.  Yes, flip-flops and skirts sound nice right about now, but let’s be realistic, we aren’t going to be wearing those for month.  Get your winter gear now while it’s on sale and still as new as ever.

Enter: WinterGlove at checkout to receive your discount!

 

Follow us @TheAgloves and tweet #freegloves today (2/7/2013) to also be entered to win a free pair of Agloves Grip Touch ($29.99)!