My name is Mitch Mitchell and I’m one of the board members for the Professional Consultants Association of Central New York. I met Travis many years ago and at the time he was a partner in a company called the ABC Creative Group. Now he’s the president of the company.


Travis Bort

They’re a marketing and advertising company that has some of the coolest stuff I’ve ever seen. Their offices remind me of what I always imagined a cartoon maker’s company would look like, only theirs actually looks like that. When you walk in, all you see is creativity everywhere; it’s one of the coolest offices I’ve ever seen.

Travis will be talking to us about the concept of branding, which is important to every business and not just small businesses. When you think about it, our standard modus operandi is to meet someone, hand them a business card, then go about our business. Many small businesses don’t think of a logo, and sometimes when we do, it doesn’t represent us very well.

I can attest to a part of that. I wasn’t really sure about a logo myself many years ago and I decided to go with my initials in kind of a pattern. It wasn’t fancy or anything, but I did use kind of a cool font. Of course, what happened is the printer’s couldn’t duplicate it, so I had to change to something else. I like it now, but it’s hardly what anyone could call great branding.

The best thing about being a small business is that you can always change your brand without a lot of fanfare. The worst thing in the world is selecting something that you like but turns everyone else off. And one thing most of us never have any access to is a professional who knows something about it and can offer tips on how to hopefully get it right.

I’m glad I called Travis, and I’m really glad it’s coming. And trust me, you need to come to this as well if you’re an individual or small business. It will be at the Centerstate CEO building, 572 South Salina Street, at 8AM. We charge $10 for the first two visits; I hope to see you there.

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