Brand
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Volume 1 | Issue 2
February 2012
Quarterly
Building Your Business From The Brand Up™
The Colour Connection Make Your Brand Colour Work For You
Brand Evangelists Turn Your Customers Into Your Sales Force QA Is The Answer Underpinning Your Brand With Quality Assurance 99% Of Websites Are Invisible 5 Tips To Get Found And Generate Leads
Brand Quarterly™
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In This Issue QA Is The Answer Underpinning Your Brand With Quality Assurance
Franchising Forward Brands Choose Franchising For Asia Pacific Expansion
Check Yourself Your Basic 11 Point Brand Identity Checklist
Making The Change 3 Tips To Change A Habit Overnight
Discover Your ‘Super-Powers’ Boost Your Business Referrals With A Strong Power Team
The Colour Connection Make Your Brand Colour Work For You
Anatomy Of An Apple Email Breaking Down How They Do What They Do
Multiple Platforms, One Voice Social Media Marketing
99% Of Websites Are Invisible 5 Tips To Get Found And Generate Leads
Brand Evangelists Turn Your Customers Into Your Sales Force
The Need For Speed Content Writing For Your Website
Design 101 The Design Process 2
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From The Editor A New Year, A New Brand Quarterly Welcome to the second issue of Brand Quarterly. After a relaxing Xmas break we are excited about throwing ourselves straight into the first issue for 2012. I’d like to start out with a huge thank you to all of you who have given us such great support and feedback following our inaugural issue. Thanks to your support and for spreading the word via social media; we already have over thirteen hundred subscribers and it’s only the second issue!! Also, a big thank you needs to be given to all of our returning contributors for their great articles and for their williness to share their expertise with us all. This issue sees us adding to our team and giving a warm welcome to our fabulous new contributors: Dr Ivan Misner, Stephen Giles, Lynn Wrightson and Lincoln Smith. So, enjoy this, our second issue of Brand Quarterly magazine and don’t forget that your feedback is always welcome. If you have any comments, or would like a particular topic covered or question answered, please feel free to email us on studio@veseycreative.co.nz.
Fiona Vesey Vesey Creative
We’re closing in on reaching our first two thousand subscribers, all of whom are automatically in the draw for winning the iPad2, so please keep up spreading the word by sharing this magazine with the people you know will love it and we look forward to be being able to name our winner in the next issue. Enjoy! Fiona
Volume 1 | Issue 2 | February 2012 Brand Quarterly magazine www.brandquarterly.com Publisher/Design: Vesey Creative Ltd studio@veseycreative.co.nz
As the publishers of Brand Quarterly, we take every care in the production of each issue. We are however, not liable for any editorial error, omission, mistake or typographical error. The views expressed by all contributors are not necessarily those of the publisher.
Copyright: This magazine and the content published within are subject to copyright held by the publisher, with individual articles remaining copyright to the named contributor. Express written permission of the publisher and contributor must be acquired for reproduction.
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Featured Contributors Dr. Ivan Misner Dr. Ivan Misner is the Founder & Chairman of BNI, the Senior Partner for the Referral Institute, an international referral training company, as well as a New York Times best-selling author. Called the “Father of Modern Networking,” by CNN, Dr. Misner is one of the world’s leading experts in business networking and referral marketing. As well as Brand Quarterly, Dr Misner also contributes monthly articles to Entrepreneur.com as the online magazine’s networking expert, and he is a featured blogger on BusinessNetworking.com.
Stephen Giles Stephen Giles is a lawyer, strategic advisor, author and multiple brand owner who is generally acknowledged as the leader in his field in Asia Pacific. He heads the Retail & Brands Group in Asia Pacific for Norton Rose - a law firm with 39 offices throughout Asia, Australia, Canada, Europe, the Middle East and South Africa. He focuses on distribution strategy and structure, brand commercialisation, competition and consumer law and franchising, and his client base comprises many leading consumer and luxury brands. Stephen is also Chairman of the Franchise Council of Australia, and an advisory board member with leading brands Mrs Fields, Lenard’s, Pandora and Horseland.
Ken Vesey Ken is the director and lead consultant at Approachable Consultancy. Over the past 26 years, he has run several small business units, recruited staff, carried out management performance reviews, disciplinary meetings and exit interviews. He has written policy and procedures, created quality documents and systems, developed personnel systems, employment and contractor agreements and probably every other document you need for best business practice.
Lynn Wrightson Lynn is an experienced PR practitioner working in B2B public relations and strategic communications. She spent the first part of her career developing and implementing campaigns for blue-chip agri-business, financial sector and food industry clients in the UK before immigrating to New Zealand. Lynn now works with Kerry at SocialMediaMgr heading up the division, Integrated Communications. She is passionate about designing campaigns that deliver strong marketing messages to the target audience using the best of both conventional and new media marketing techniques. 4
Building Your Business From The Brand Up™
Andrew Vesey As a co-founder of Vesey Creative and creator of Brand Quarterly, Andrew lives his passion everyday – helping people and companies to grow and be successful. He keeps himself busy, constantly learning more in his fields of interest and sharing that knowledge with others. Andrew brings to the table 15+ years of training and industry experience in the areas of Graphic Design, Marketing, Advertising, Branding, Photography and Web Design.
Lincoln Smith Sun Tzu said “All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” This is also true for marketing. At 23, Lincoln had realized that there is a real need for businesses to change from the inside out. He started Lead Creation with the view to be an innovative and supportive marketing company that is expert at what it does, utilizing the culture and experience from people around the world. Now at the ripe age of 26, his company has grown to 30 staff, originating from 11 countries.
Andrew Healey Andrew Healey is the owner and operator of Word Works Copy writing Services. Before working as a copywriter, Andrew spent most of his career in the sales and marketing arena, and he brings this wealth of experience to his writing. “It’s all about communicating your message clearly and professionally”.
Keri Sandford Keri is a Design and Marketing Coordinator with Vesey Creative. With 12 years in sales, planning and coordination, she easily brings together numerous Branding components and varied personalities into a cohesive plan. In her regular column ‘Design 101’, Keri uses this experience to help everyday business people understand designers and the design process. Allowing for a more effective result from the design portion of your Brand.
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Featured Contributors Fiona Vesey As a multi-award winning professional photographer, Fiona has a great eye for detail, which she brings to her role as editor at Brand Quarterly. Fiona is a co-founder of Vesey Creative and Brand Quarterly, and has a background in Advertising and Sales. This gives her a great working knowledge of Branding, with the added benefit of the perspective of being involved in the day-to-day running of a business.
Cath Vincent Building on a 20-year career in business consultancy and communications, Cath is a motivational speaker and executive coach. Her advice to every business leader and sales person is this: “If you seriously want to generate more sales, be more efficient and feel happier, then learn to master yourself and inspire others. Or put more simply: Wake Up Your WOW!”
Would You Like To Join Our Stable Of Featured Contributors? If you are interested, please CLICK HERE to view the info pack, which tells you all you need to know, including submission criteria and content deadlines.
Brand
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Quarterly
Building Your Business From The Brand Up™
Have Your Say... • Got some feedback for us on this issue? • Would you like to see a new feature? • Any article you’d love to see? • Have a question you’d like answered? Email us today and have your say: studio@veseycreative.co.nz
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Building Your Business From The Brand Up™
From The Web A collection of informative, inspirational, exciting, and sometimes, downright entertaining articles, quotes and videos we’ve found on the internet.
How Great Leaders Inspire Action Simon Sinek presents a simple but powerful model for how leaders inspire action. Click the image to view via YouTube
The Five Keys To Great Marketing In 2012 Rishad Tobaccowala welcomes you to 2012 with some marketing pointers. Primary among them: get real. Click the image to view via Fastcompany.com
The Many Faces Of Google You notice them every day when you search. Now check out some of the most popular Google Logo Doodles. Click the image to view via YouTube
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From The Web “You can dream, create, design and build the most wonderful place in the world, but it requires people to make the dream a reality. ” Walt Disney
The Best Commercials of 2011 Watch the six commercials nominated for the 2011 Emmy Award. Click the image to view via YouTube
Culture Eats Strategy For Lunch Shawn Parr explains why your culture is way more important than your strategy. Click the image to view via Fastcompany.com
An Introvert’s Guide To Networking Lisa Petrilli gives you the low-down on becoming a successful networker when your not comfortable ‘putting yourself out there’. Click the image to view via HarvardBusinessReview.org
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Building Your Business From The Brand Up™
“Until you value yourself, you will not value your time. Until you value your time, you will not do anything with it.” M. Scott Peck
Lessons From Apple’s “Beatles Mania” Carmine Gallo on Steve Jobs’ three-step approach to promoting products. Click the image to view via YouTube
The Three Worst Daily Deal Mistakes And How To Avoid Them Is it time for your business to get in on the daily deal trend? If you’re thinking yes, you’ll want to move carefully. Click the image to view via Entrepreneur.com
The Worlds Coolest Offices 2011 Check out some of the amazing offices from around the world. Click the image to view via Inc.com
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Does our business get a regular checkup?
QA Is The Answer Underpinning Your Brand With Quality Assurance In the last article, I talked about the absolute relationship between the Brand and Customer Service. I noted that poor customer service (whether it is actually poor or is just perceived as poor) leads to a negative brand image in consumers’ minds. On the other hand, great customer service can have significant impacts in positive brand perceptions.
So How Does Customer Service, Brand And Quality Assurance Interrelate? To achieve excellent Customer Service, you need a Quality System on which to base the operation. Note I use the word ‘system’ meaning, “A set of detailed methods, procedures, and routines established or formulated to carry out a specific activity, perform a duty, or solve a problem”. All systems have, as defined by the BusinessDictionary.com: 1. inputs, outputs, and feedback mechanisms 2. maintain an internal steady-state (called homeostasis) despite a changing external environment 3. display properties that are peculiar to the whole (called emergent properties) but are not possessed by any of the individual elements 4. have boundaries that are usually defined by the system observer. Many businesses often relate Quality Systems to manufacturing. Yes, manufacturing does use many quality systems, some of them imposed on them by legislation or industry standards. 10
Building Your Business From The Brand Up™
I would argue strongly for the need for every business to develop a quality management system (QMS). Even the sole-trader doing everything themselves, needs some sort of quality management system. I have heard the argument “Why should I spend all that time developing a huge quality system”. Ah. Who said there was a need for it to be huge? Simple is brilliant. Let us face it, you could spend 40 hours a week looking at continuous improvement and never actually get any work completed. This is often why people shy away from quality because they see it as a huge amount of work for no immediate gain in the till.
Ken Vesey Approachable Consultancy
A Quality Management System is no more than a written account of ‘How things are done around here’. A quality management system (QMS) shows how an organisation, your, operates. The QMS includes the organisation’s policies and procedures, and supporting attachments, such as forms, templates, flowcharts and training manuals. Even the sole-trader is required to have a Health and Safety Plan developed. Your accountant, if you are using one, will expect you to have some sort of documentation system. Yes, a simple file, desk draw, envelope, but at least you have a system. IRD is another organisation that expects you to have a system for tax and GST. I agree that most of you have a system, which is not written down. Small business hates writing things down. It is easier to keep it all in the head. “I know what I am doing. This is my business!” That is fine. Well fine until you have another person working for or with you. The word that now springs to mind is consistency. How on earth are you going to get consistency of Brand now you employ two more people, whether as staff or independent contractors? No problem. I will tell them when they start how I want things done. Tui does have that lovely expression – Yeah Right! Your Brand is more than a logo. It is how you work. The policies and procedures you employ to achieve this Brand should be complete, applied, understandable and consistent with actual practice. Consistent, in this context, means marked by harmony, regularity or steady continuity. In other words, free from variation or contradiction. I am sure Andrew would agree with me, this statement sounds very much like a definition explanation of Branding. A QMS does not need to take up the space of an entire wall bookshelf. It needs to be a simple document, which people can refer to and apply to the question they are asking. It simply needs to state, in plain English (that is a plea) the policy, (guidelines-statements) outlining the ways in which your business intends to conduct its affairs and act in specific circumstances. This is followed by the actual particular course of action intended to achieve a result.
Think about the ways you do things in your business. What are your policies and procedures for such things as: • • • • • • • • • • • • • •
personnel training and qualification controlling the product design controlling documentation controlling purchasing product identification and traceability at all stages of production controlling and defining production and process defining and controlling inspection, measuring and test equipment validating processes product acceptance controlling nonconforming product instituting corrective and preventive action when errors occur labelling and packaging controls handling, storage, distribution and installation records
Just think. As you answer these questions to yourself, you are already developing a QMS, which is underpinning your Brand. BQ
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Franchising Forward Brands Choose Franchising For Asia Pacific Expansion Statistics collated on the penetration of franchising into the Asia Pacific region show that brands are using franchising techniques to expand and penetrate most countries. Traditionally seen as a feature of the developed market economies such as the US, Canada, Australia and New Zealand, franchising has clearly become a feature of most of the emerging economies in Asia. This is not surprising. Population growth and economic development will drive high levels of demand for goods and services over the next decades, and multi-national consumer brands are keen to enjoy the benefits of that growth. At the same time they are nervous about market entry, so the use of franchising and licensing techniques to partner with local businesses has appeal. Brand protection is critical for multi-national businesses. Asia has always been recognized for its potential, as it is the most populous region in the world. However, there have been brand protection concerns. Change has resulted from the ascension of several Asian countries to the World Trade Organization, as they were required to implement structural reforms and establish an effective regime for the protection of intellectual property as a condition of entry. As a collateral benefit, several Asian currencies have appreciated significantly against the US dollar, enhancing the capacity of Asian business to acquire foreign intellectual property. Franchising seems to have leapfrogged market entry by branches or via brand licensing, probably because franchising tends to outperform other models in terms of the consistency of customer experience achieved across a network. In addition, Governments in the Asian region are seen as largely pro-franchising, with countries such as Singapore and Malaysia having specific programmes aimed at encouraging franchising. Specific regulatory frameworks have been established in many Asian countries to give franchising credibility, as franchising is seen as an excellent mechanism to educate, train and empower local people.
Consumers have become much more brand conscious, and although in most countries the majority of franchising systems remain home grown,1 a significant number of US and Australian systems have successfully established operations in the region. Asian regulators have been quick to impose legislative requirements that regulate or affect franchising in many of the countries in the region. What is surprising is the diversity of approach. Some countries in the region – Hong Kong, Singapore, New Zealand and Japan – have adopted a laissez faire approach, but they are in the minority. And even in some of these markets, although there is no specific franchising legislation, industry codes of conduct have become a form of de facto regulation.
Norton Rose
Other countries have been very prescriptive, with Australia, China, Indonesia, Malaysia, South Korea and Vietnam moving well beyond basic prior disclosure to including relationship and other elements in their regulatory framework. Ironically franchising appears to be flourishing ubiquitously, and irrespective of the regulatory framework. Importantly, legislative intervention is not seen as a negative. There are many countries in the Asia Pacific region that have introduced franchising legislation to enhance the credibility of the sector. Malaysia, Indonesia and Australia have quite prescriptive franchising legislation, but would regard themselves as strongly supportive of the franchise model. The Chinese and Indian markets have particular appeal, as they have large and increasingly affluent middle classes whose demand for goods and services will fuel strong economic growth for the next decades. Each market has its regulatory challenges, but all can be navigated without major concerns with the assistance of experienced legal counsel. BQ
The statistics displayed on the previous page, sourced mainly from the World Franchise Council, illustrate the strong penetration of franchising in the region, and the potential for further growth and development. Economic expansion, globalization and urbanization have created a demand for different goods and services and helped feed the development of franchising.
Stephen Giles
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For example in Australia over 90% of franchise systems are home grown, according to the Franchising Australia Survey 2010. According to the Philippines Franchise Association the figure is 64% in the Philippines, whilst in Indonesia the figure is 75% according to the Indonesian Franchise Association.
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Put your best face forward.
Check Yourself Your Basic 11 Point Brand Identity Checklist We all know that it’s important to make a good impression visually. So with that in mind, here are a few basics you should check to make sure you are putting your best foot forward. Each area could be an article (or three) on its own so, I will give you the basics to build your foundation on.
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Logo And Tag Line
2.
Every business has a logo - even the ones who think they don’t. From a highly researched design to simply your name in a certain font, no matter what your logo (and tag line if you have one), CONSISTENCY, CONSISTENCY, CONSISTENCY IS A MUST. This key point applies to all the other areas covered in this article. Ensure your logo is presented in a consistent and brand-relative manner - Limit variations and ensure no previous logo versions are used.
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Business Cards
Now, not everyone has a need for business cards - but, if any staff member has physical contact with potential/current customers or suppliers, then business cards are a must. Ensure all details presented are current and the quality of the card stock, printing and finish, matches your brand image. Budget permitting, use both sides of your cards - it is a great opportunity to get more of your brand values out there while creating a greater sence of professionalism and quality.
Building Your Business From The Brand Up™
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Business Stationery
Letterhead, compliments slips, envelopes when you use them, make them count. Follow the business card method with letterhead and compliment slips. The double sided option gives a huge boost to your brand power (much more than with business cards). Don’t have the budget for branded envelopes? Look at plain, coloured options. You may be able to find bulk envelopes to match your brand image for a fraction of the price of printing them.
4.
5. Website Does your site match the rest of your brand image? Many websites are designed to look ‘fresh’ or ‘flash’ and people forget to integrate it with the rest of their brand image. Compare your site with your cards, stationery, marketing materials, signage - every other area on this list. It there are discrepancies (logo on light blue everywhere and dark blue on website because it fitted the design better) fix them, either on the site or the other items.
Social Media
The same reasoning applies as with uniforms. If you supply the vehicles, then strict maintenance is important and choose colours that compliment/ match your brand image (a green car when your logo is orange on black probably isn’t the best option). If you don’t supply your staff vehicles, think about how they look to clients etc. Is it worth offering free car washes? Can you have them park out of view if they are in poor condition? Have you thought about magnetic signs for use during work hours, meaning you can have the image of ‘company vehicles’ without actually having to supply them.
9.
7. Clothing/Uniform Not every business has branded clothing but every business has a ‘brand uniform’, whether that be a three-piece suit or red overalls. Do you have uniform standards in place? If you’re not supplying a uniform then you only have so much say in what your staff wear - you can always recommend certain colours that match your brand. Also, mechanics’ overalls with oil stains etc is fine, even expected, but worn out areas, rips and general lack of maintenance aren’t.
Building/Office
Clean, well maintained - enough said. Well, almost. As well as making sure your logo and brand colours are well presented (even down to carpet and plant pots), your office presentation should be brand relative - if your brand is ‘Fun’ then your office should exude that; if it’s ‘Hi-Tech’ then a retro 50’s-style building isn’t going to cut it.
10.
There are a number of visual identity opportunities with social media. Review all sites that you use and make sure you’ve incoropated your logo (checking it’s displayed properly in cropped avatar images), corporate colours and fonts everywhere it is an option to have them. Also ensure that all imagery posted on said sites are in line with your brand image - do they give the right message and would they be acceptable for other marketing communications?
Vesey Creative
8. Vehicles
Emails
An often overlooked part of your visual identity. With the volume of email contact in today’s marketplaces, it is important that you don’t slip up here - it is your electronic letterhead after all. Everyone in the company should use a branded email address (@yourdomain.etc), a branded email signature including logo and tag line, plus approved colours and fonts in the email content - matching your website styles.
6.
Fiona Vesey
Advertising Material
Your brochures, advertisements, web banners. Do they all gel with each other? Lay them all out on a table; does it look cohesive or a bit messy? Are you still using some older adverts that just need to be amended with the latest logo and brand styles? Take your best advertising communications and with a little ‘tweaking’ you can use them across all medias - this will exponentially increase the returns.
11.
Internal And External Documents
Purchase-order forms, site reports, credit applications... These can trip many businesses up. Either they don’t include your branding (even using different fonts), or your logo is slapped in wherever there is room. All these forms contain important information, but this information can be arranged to fit however you need it to. So, design one or two templates and adhere all your documents to these.
And there you have it - 11 areas to get you on your way to a healthy visual identity. BQ
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Making The Change 3 Tips To Change A Habit Overnight With 2012 well underway, you may be thinking about your New Year’s resolutions. Or you may have already made and broken them! Whatever you want to achieve this year – whether your goals are health, family or brand and business oriented – operating the same old habits will give you the same old results. Most of what we do every day is habit and habits repeated over and over become hardwired connections in the brain, making it hard for us to behave differently. It’s often said that it takes 21 days to change a habit. Research has shown that when patients have a limb amputated it can take up to 21 days before the connections in the brain are rewired to recognize that the limb is no longer there. Cath Vincent
Well the good news is it doesn’t take 21 days to change a habit. You can change a habit straightaway – but only if you want to, of course. Take the example of smoking – a person might struggle to give up smoking until they hear that their life depends on it and they are then able to quit immediately. That’s because they suddenly have a big enough reason to change. If you want to make a change for the better and are willing to make it stick, here are 3 tips to help:
1.
Micro-Changes Get You There
If I was coaching someone to lose 20 kilos, the first step would be simply to put your running shoes by the front door. It gets your mind prepared for action and the task is so small you can not fail. This sets you up for success in every task. Tomorrow you’ll walk round the house in your running shoes, the next day walk to your letter box… A series of tiny steps will get you there quicker than big ones you can not maintain.
2.
Swap Rather Than Giving Up
Always swap one behaviour for another one otherwise you’ll experience a void. If you always turn on the TV as soon as you get in and you want to change that habit, replace the action with another, for example, turn on the stereo.
3.
Focus On ‘More Good’ Rather Than ‘Less Bad’
Adding some good habits is easier than removing bad ones, so start there. If health is your goal – add 15 minutes of walking to your day before you tackle giving up the food you love. 15 minutes? Is that really going to make much difference? The answer is YES. 15 minutes of anything 5 days a week adds up to 60 hours in a year. What could you do with 60 hours a year?
Till we speak again, here’s to your unlimited potential. Ready to change your spots?
BQ
TM
Experience Vesey Creative.
Discover Your ‘Super-Powers’ Boost Your Business Referrals With A Strong Power Team Some business people seem to have all the luck. The right people just seem to put themselves in the path of these lucky people, ready to introduce them to people who will give them all the business they could ever desire. Do you know any people like this? Then you should also know that it’s likely more than just luck that brings a deluge of referrals their way. These people likely have built strong Power Teams for themselves. A Power Team is a group people of “complementary” professions. They work with the same clients, but do not take business away from each other. Great examples of these are easily found in the real estate and wedding industries. A realtor, mortgage broker, building inspector, title agency, and a real estate attorney all service clients looking to purchase property. A wedding planner, photographer, and florist are among the many professions that cater to the bride-to-be. If these professions form a Power Team, when one person in the team gets business, he or she can refer the client to every other member in the Team.
So it’s more than just luck. Successful business people have the ability to select and cultivate mutually beneficial relationships with highquality people in strategically important business categories, and this ability is a core competency for maximum success in networking. So how do you cultivate such relationships? It’s vital that you find out as much as possible about your Power Partners so that you can send the right kind of business their way. You need to learn what makes your Power Team partner special as a person, as well as how to recognize your partner’s best prospects. As a result, you can be an effective “Bragging Buddy” for your partners. As a Bragging Buddy, your job is to help prospects like, trust and want to do business with your Power Team…while they are doing the same thing for you! To follow are the ten important questions you should ask your Power Team partner, as well as some tips for helping you take full advantage of the information you gain...
It’s time to activate your Power Team.
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Building Your Business From The Brand Up™
Dr. Ivan Misner BNI The Referral Institute
1.
How Did You Get Started In Your Business?
This is a great icebreaker question. Sometimes knowing what motivated your networking partner to get into their particular business enables you to give stronger testimonials about him or her.
2.
What Do You Enjoy Most About What You Do?
Telling a prospect that your networking partner loves what they do and why, with details and stories, is very important in helping the prospect “like” your Power Team partner.
3.
What Separates You And/Or Your Company From The Competition?
You are looking for “bullet points” that can be told quickly and easily to the prospect to illustrate why you can be trusted to do a good job.
Asking someone for advice shows respect and is essential for building credibility with your networking partner on the road to profitability.
What Are The Coming Trends In Your Business Or Industry?
If your Power Team partner has detailed information and strategies on how to profit from upcoming trends, you might learn something of value. Conversely, if your networking partner is too preoccupied with daily business to have any input here, it is an opportunity for you to help them with any trends you see that might affect their business. Build rapport by taking an active interest in your Power Team partner’s business.
What Strategies Have You Found To Be The Most Effective In Promoting Your Business?
This question leads to brainstorming for each other’s business and stimulates the exchange of marketing and promotion ideas, as well as business building in general.
7.
If There Were Anything About Your Business Or Industry You Could Change, What Would That Be?
This question, in addition to building rapport, allows your Power Team partner to discuss business freely and provides you with the opportunity to suggest solutions or at least gain a better understanding of the challenges they face.
8.
What Is The Next Big Event Coming Up For You?
This question almost always results in referral opportunities if followed up correctly.
4. What Advice Would You Give Someone Starting Out In Your Business?
5.
6.
9.
What Is Your Biggest Challenge At The Moment?
The answer will provide insight into your networking partner’s business and life to help you understand him or her more as a person, as well as possibly uncovering money on the table with referral opportunities for the Power Team.
10.
What Type Of Customers Are You Looking For? How Will I Recognize A Good Prospect For You? What Are Some Specific Situations Your Targeted Prospects Are Experiencing?
Okay, this is really three questions. In essence, the more vivid picture your networking partner paints of who and what they are looking for, the greater the probability of you recognizing their targeted prospects, giving a compelling testimonial and creating a money-making referral. BQ
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The Colour Connection Make Your Brand Colour Work For You What does red taste like? How does green feel? How reliable is yellow? A number of studies over the years have shown that humans make a subconscious judgement regarding a product, brand or person within 90 seconds of initial contact. This judgment influences every thought and interaction they have from then on. Even if you do provide a great product or service, a negative initial judgement of your brand will be a handicap to your potential success. Some people may be subconsciously turned off and not even try your product or service, while others will be much more sceptical and it will take much more to convert them into brand evangelists.
Let’s put this down to age and experience affecting our primal responses to colour. The younger generations are running more on natural instinct and heightened emotions making them easier to persuade with so-called colour stereotypes. The older generation, on the other hand, have had their brains trained through personal experience over a much longer period and some of those visceral responses are no longer as strong. So unless you are part of the target market, get at least some input from said target market or an expert who can advise you.
With this being the case, ask yourself:
Get In Touch With Your ‘Feelings’.
What is the likelihood that a potential customer will be able to smell, taste, touch or hear your brand within the first 90 seconds of their first ever contact with it? It’s pretty obvious that in most cases “the ‘eyes’ have it”.
It’s all well and good to choose a colour that looks nice, but does it emote the ‘feelings’ of your brand values? You don’t want to send the wrong message. The most basic example would be using a ‘cold’ colour when your brand values are ‘hot’ and ‘high energy’.
Add to this, the fact that the human brain recognises colour faster than shape or layout, and you start to realise just how important it is. Of course, the other senses are also extremely important and can be very effective in building your brand image. It should be your goal to meld a brand image from all 5 of them (heck - use the 6th sense to, if you can manage it). But when it comes to initial impressions, what a consumer sees is statistically at the top of the list and colour is king.
So What Colour Do You Choose? Without sitting down and learning all about your business and your brand values, I can’t tell you what colour you should base your brand around. Another (not so hot) option would be to list every colour under the rainbow and what they ‘mean’, but we don’t have enough pages for that. What I can do is give you things to think about and help you to come to your decision.
Get Advice. I know it sounds wrong giving you the advice to get advice, but this is important for your success. You may not have the budget for a colour expert or market research, but you need
to at least get a look at your target markets thought patterns. Retired males will have a much different emotional response to many colours than, say, teenage females.
Know your brand values and their associated feelings - if you haven’t worked them out yet, then stop right here and come back when you have.
Look To Nature. There are billions of examples in nature of colour sending a message. From the red warnings of spiders and snakes, to the most colourful parrot winning a mate. Look for your brand values in nature and find the colours regularly associated with them. This can help to give you a starting point by pointing out which colours, which our brains have be taught since birth, are related to your chosen feelings.
Use What Works. Do the 5 competitors with the largest market shares all use green as their brand colour? That begs looking into. • Are they presenting the same basic brand values Andrew Vesey as you? Vesey Creative • Is the industry naturally linked to a certain colour? • Are they all companies with large budgets for market research? • Or are they just copy cats?
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Trying to create the perfect colour?
Make A Statement.
But Wait, There’s More.
A great way to get noticed is to do the complete opposite. If all your competitors use red, consider blue (if it works with your values). There is no easier way to subconsciously tell the market that you are nothing like your competition.
There are exceptions to every rule.
Just make sure your choice works to strengthen your overall image, don’t use a different colour ‘just because’. When Heinz released their special edition green ketchup, it flew off the shelves. In fact, they couldn’t keep up with demand and it is their best seller ever. However, if Heinz had first come to the market with green ketchup as their standard product, it would have been so different and ‘gimmicky’ most people probably would have steered clear of it (green ketchup? That’s like blue scrambled eggs!!).
This, you would think, would automatically put the death sentence on any blue food related branding. Diet related foods, programmes and supplements are blue-heavy for the exact reason above, where as frozen food and seafood also willingly use blue as we naturally associate it with ‘water’ and ‘frozen/ cold’. This is a classic example of the ‘wrong’ colour being used in the right way.
Last But Not Least...
Colour + Tone + Tint. Choosing a colour just isn’t enough. The different tones, tints and vibrancies all tell a different story. A deep forest green means something completely different to a pale neon green.
Combinations. Look at how you will be supporting your brand colour. • What colours work well with it? • How many colours do you need? • Are your brand values best expressed with multiple colours (eg Google)? • Do you need an alternative option for when you can’t use your colour (certain international markets)? 22
Many researchers and scientists actually believe that blue is a hunger suppressant, playing on the subconscious thought patterns from nature where almost nothing edible is blue. Have a look around, you’ll see what I mean.
Make It Your Own. Now I’m not saying you need to go out and trademark the exact colour you want to use. In fact that will be impossible for many businesses. What I want you to do is look at your brand colour and find that difference. Is it ‘brighter’ than the others? Is it a special combination? Is it the complete opposite of your main competition? Whatever that thing is that makes it different, emphasize it. Whether it’s the colour itself or how you present it Make It Yours. BQ
Building Your Business From The Brand Up™
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VESEY CREATIVE LIMITED presents in association with BRAND QUARTERLY a VESEY CREATIVE production ‘BEACON IN THE STORM’ starring YOUR BRAND and OUR TEAM offering BRAND ESTABLISHMENT, BRAND REVIEW, BRAND MANAGEMENT, BRAND IMPLEMENTATION and BRAND DEVELOPMENT based on YOUR COMPANY VISION supported by a VISUAL IDENTITY MANUAL plus Graphic DESIGN, PRINT MANAGEMENT, WEB DEVELOPMENT and MARKETINg consultancy in conjunction with Strategy, tRADE SHOW DEVELOPMENT, SOCIAL MEDIA, PHOTOGRAPHY and COPY WRITING produced by FIONA VESEY directed by ANDREW VESEY
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Credits: Apple.com ‘A Review of Apple’s Email Marketing’ by Dominique Hind
Multiple Platforms, One Voice Social Media Marketing Social Media has been a most talked about ‘must have’ tool for business marketing in years. Everyone is doing it and –with a target audience of more than 1 billion people interacting via social media globally – you can understand why. Social media users represent 70% of the total internet-using population on the planet. But before we get too carried away, it’s worth remembering that social media is just another marketing tool. It sits alongside a whole raft of other channels that businesses use to communicate with their audiences. And as with the other more ‘traditional’ marketing techniques, the key isn’t just doing them - it’s doing them right. Many businesses make the mistake of using social media platforms to communicate in an ad hoc way without integrating them into the business’ overall marketing strategy. If you ask yourself a few basic questions before embarking upon a social media initiative you could save yourself time and money. 26
• Who are you trying to communicate with? • Where do these people ‘hang out’ online? • Which platforms do they use most frequently and how do they use them? A lot will depend upon demographics – if you are trying to reach a younger audience, Facebook, Google Plus and Twitter could be right for you. If your product or service appeals to an older, professional group, LinkedIn could well be the place to build business profile. Best results are achieved using multiple platforms to convey key messages that are tailored to engage specific audiences. You wouldn’t speak to your buddy in the same way that you talk to your grandmother. We are all skilled at targeting messages and using appropriate tones of voice – the same principle applies in social media marketing.
Building Your Business From The Brand Up™
Lyn Wrightson Social Media Mgr
Do Your Homework… What Are The Rules Of Engagement?
Dealing With Negative Comments Or Troublemaking On A Public Platform
You may have to do some market research to help you decide which social media platforms best suit your business. This doesn’t have to be costly and should be seen as an opportunity to connect with your current customer base. Incentives and giveaways to encourage feedback often help!
If you feel that the individual commenting is mischief-making, you have the option to delete the post and deal with the individual directly, offline. You are in control of your own page. However, we would only advise this in extreme cases. Don’t be afraid to be transparent.
Once you’ve selected the appropriate platforms, find out what the rules of engagement are. For example, if you post as regularly on LinkedIn as you do on Facebook, your messages may not be wellreceived! The content, tone of voice and regularity with which you post should all match the platform you choose.
Integrate Social Media Marketing With Your Overall Marketing Plan Once you’ve researched your target audience and set up your chosen platforms, make sure that your other marketing initiatives flow into and through all communication platforms (face-to-face meetings, direct marketing, media coverage and social media platforms). Businesses often sit social media marketing off to the side of their ‘mainstream’ marketing efforts and the result is fragmentation of the message and confusion. Your marketing messages should flow through all customer touch points and should act to create awareness, trust and knowledge regarding your products, services and markets. Most importantly, having opened up this channel of communication with your customers, don’t just send out information – listen. This is the aspect of social media marketing that most often causes concern for businesses.
Always Acknowledge And Respond Quickly To Comments Posted A genuine customer complaint promptly resolved will result in a more loyal customer. We all respect businesses that are prepared to ‘fess up’ when they get it wrong. When we see businesses listening and taking a constructive approach to problem solving, it only enhances the business’ reputation. As with the example above, if you have set up your social media platforms so that you are notified of any feedback/comments posted, you can moderate the page and decide whether or not to handle the issue publicly or on a one-on-one basis with the customer. Most often, the solution is a combination of the two.
Invite The Customer To Tell You What They Want Research -from a survey of 9000 consumers across 35 countries – tells us that 44% of respondents want to be involved in the development or co-creation of products. So here’s the opportunity – take your customers comments, concerns and ideas into account when you review your service offering. Include customers in the development of your products and services - no one knows what they want better than them! BQ
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Lincolin Smith Lead Creation
99% Of Websites Are Invisible 5 Tips To Get Found And Generate Leads Websites and branding are not the be all and end all of an online marketing strategy. It pays to be savvy if you want your website to be an effective marketing tool. While a swanky design is a great asset, it’s not going to draw traffic to your site. Form follows function and a website needs to be informative, interesting and easy to navigate. Most importantly it needs to be easily found. What’s the point of an impressive $10k website that has no traffic? Here are 5 things you can do to make sure your website pipes up above all the other noise on the internet:
1.
It’s All About Purpose
Have a purpose. Deliver something both engaging and helpful. Modern business has turned its back on ‘tell and sell’ sales; it’s now looking for the engaging and educational content. Have a plan that delivers benefits to your end user.
2.
Keywords
Keywords are the words most commonly searched terms on Google to find a business like yours. These are the foundations of being found online. Don’t build a website, register a domain or even register your business until you know exactly what people are searching for. If your web developers have not run this research, then be very wary of their marketing ability. Again, it’s all about purpose. As an example, don’t think that you can optimise for finance, when you offer financial planning; finance could be anything! To find your keywords, search for “keyword tool” on Google. 28
Be the site they find.
3.
Use A Content Management System (CMS)
We’re in the information age for Pete’s sake! If you don’t think it’s possible to write content in a whatyou-see-is-what-you-get (WYSIWYG) editor and publish it yourself, then you’ve got rocks in your head. If you have to pay your website provider hundreds or thousands of dollars every time you want to add or change some content, then you’re boxing yourself into a corner. A ‘static’ website is similar to an over-botoxed face – lacking expression and interactivity. Every time you pay for another ‘injection’, you’re just limiting yourself further - not wanting to forego your investment to change. Some of the best CMSs are free, and support is unlimited. If you use Wordpress, Joomla or Drupal, you’re off to a great start!
Building Your Business From The Brand Up™
4.
Be Frequent, Recent & Relevant - Content Is King
5.
You’ve heard it before, but most people don’t understand the implications. Create a process to deliver great content on an ongoing basis. Be useful, interesting and purposeful, but do not over-commit yourself. Engaging content is what will get people to return, and gives you a great reason to write a newsletter, tweet, but most importantly, stay top of mind. Being frequent, recent and relevant gives you a huge advantage over the competition, because they aren’t doing it. What’s more, Google ranks websites based on relevant content and user interactions. If you have inbound links from blogging as well as returning visitors from newsletters. Then you’ll do well.
Have A Sticky Design
Ever been lost in a casino and can’t get out? It’s designed that way. Funny that you can find the concierge, bathrooms, food, bars and any type of gaming, but where the heck is the exit?
And although quality content is extremely important, no one is going to read it if you don’t have a simple, clean design. If your site also has interactive elements that draw the user in, they will spend more time exploring your website and building a relationship with your brand. The longer visitors stay, the more Google considers your site to be relevant to the search term. As a result your site is likely to appear higher in the search results pages. Draw people in. Create great calls to action. Keep them inside your content for as long as possible and then give them a reason to come back. BQ
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She doesn’t recommend much. You’ll listen when she does.
Brand Evangelists Turn Your Customers Into Your Sales Force We all know at least one person who never seems to have a nice word to say about any product or service they use. The food and service in restaurants is always lousy, people always take too long to answer help line calls, the hotel beds are hard, that digital camera just doesn’t work like it should, etc, etc... So what happens when they recommend something to you? Do you pay attention? You bet. This is obviously an extreme version of events I use to get my point across, but it works, because we all know at least one person like that. This process of recommendation still works with ‘Joe Average’ as well. I’ll tell you why.
Bad Feedback Is A Reaction, Good Feedback Is A Decision.
We want to protect our ‘family’ from the ‘dangers’ of the world, no matter how small they may be. We don’t want people we know ‘making the same mistake we did’ by buying that dress that just doesn’t sit right or going to the cafe with the rude staff. On the flip side of this, making a recommendation means putting your own reputation on the line and people don’t do that lightly. If ‘caveman you’ recommends some berries that ultimately give the entire tribe food poisoning (ie: danger), then your word would never be trusted again.
To get the maximum benefits from your brand evangelists, you need to follow 4 simple steps: • • • •
Give Them An Experience Give Them The Tools Give Them A Reason Give Them Appreciation
In order to utilise brand evangelists, you first need to create them. Give them an experience that they will remember and want to talk about.
Right from our first days on the planet, it has been in man’s nature to warn others when danger arises. You can see this with all social animals. Now in today’s society, the danger is more likely a bad coffee, compared to a lion creeping up on you, but the instinct is the same.
So that is the why. Onto the important question of ‘How?’.
Vesey Creative
Give Them An Experience
Let me explain.
Respect, acceptance and trust are high on the human survival radar, so why risk that by recommending something that may not turn out well? You know this subconsciously, and this knowledge multiplies the effectiveness of any recommendations you receive.
Andrew Vesey
“Under Promise - Over Deliver” It’s an oldie but a goodie, and so often misunderstood. I don’t mean promise something ‘average’ and then deliver something ‘good’. I mean promise something ‘amazing’ and deliver something ‘absolutely amazing’! You’ve made a brand promise to them, now keep it. Deliver exactly what you said you would. Now find that extra 1% you can add on top to make them believe you really care and want the best for them. That’s the key. It doesn’t need to cost much (or anything) and is different for every business. It could be a satisfaction survey to show you care, an upgrade because they are a valued customer, or something as simple as a smile and warm greeting. If you promise to deliver the best authentic Italian food in town and then do so with a warm, happy welcoming staff (that all happen to know the odd Italian word), then there is the cherry on your brand-promise sundae. “Under Promise - Over Deliver” Oh, and if things go wrong as they do for everyone from time to time, fix the problem as quickly and professionally as possible and add a couple of extra cherries to the sundae. You will be amazed at how powerful correcting a problem can be. Those customers can become your biggest evangelists.
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Give Them The Tools
Give Them A Reason
If you do the above step, then the wheels are already in motion and you will get results. If someone really appreciates what you have done for them they will spread the word. The key is to make it as easy for them as possible to do this and exponentially increase their effectiveness.
While they will promote your business freely on their own, you can seriously increase the volume and frequency of this promotion by reminding them about their experience or even offering incentives.
With the social media explosion over the last few years, this option instantly comes to mind. Set up pages and profiles for your business and let your customers know. The ones that are ‘social media junkies’ will quickly start promoting your business because that’s what they do. There are still plenty of people who won’t ‘work for you’ through social media or that don’t put much stock on social media recommendations. Not to worry though. These people may have a ‘smaller reach’ but their recommendations are a much more personal thing and usually carry more weight.
Keep them coming back with customer loyalty programmes. A discount card, get the tenth one free, a birthday voucher or special VIP events will keep them talking about you. As mentioned earlier, customer satisfaction surveys and testimonials are both effective. These also give your evangelist a reminder of why they loved you and will encourage them to spread the word some more. Not only that, but they have just written their own sales script to make it even easier. With social media, use special promotions and offer incentives to ‘fan’ and ‘followers’. Every time they interact with you, everyone in their networks is given another little nudge towards converting.
With these ‘personal’ connections, a simple ‘conversation starter’ will make it easy for the recommendations to flow. How many times have you recommended something that you may not have gotten around to if you hadn’t been asked about it. Use a branded pen, coffee mug, wall calendar or sample pack, whatever works for your business and budget. Make it even easier for your evangelists by branding everything down to the words you use. The ‘Indulgence’ package is much more memorable than the ‘Silver’ package. Get written or video testimonials for use in brochures and your web site. Technically these are tools for you to use, but they demand a mention here and they are extremely effective in marketing. This goes hand in hand with a satisfaction survey - find the best comments from the best customers and use them to market yourself to people that those evangelists would never normally come in contact with.
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Building Your Business From The Brand Up™
Give Them Appreciation They promote you because they love what you have done for them. It’s now time to let them know that you love what they have done for you. This appreciation will work in your favour, tugging at the subconscious ‘acceptance’ requirement we all have and encourage even more brand evangelism. Something as simple as an email to say thank you for the business referral, or a free T-shirt because we see you have introduced 10 friends to our store. We all know it is important to thank someone for their custom. Well the same should be said for their sales efforts. Try to make it somewhat personal. Obviously if you have a million people promoting you, then it may seem difficult, but there is always a way. A ‘blanket’ thank you is nice, and can work, as long as it is worded and presented in a way that each evangelist feels you a speaking to them.
I know you are looking at all this thinking “Wow - that seems like a lot of work and cost”. To be honest, it may be a bit of work to set up, but once that is done (if done right), it can basically run itself. There are plenty of options that are ‘budget friendly’ and everyone has the potential to grow their business this way. Think of it this way. If you are a ‘One Man Band’ business, you can only put a small amount of time and money into sales. Say you had 1000 clients and converted only 1% of them into evangelists, that is 10 part time sales staff you didn’t have before. You can see where I am going with this can’t you? Numbers, Percentages, Exponentially... That is just from a small one person business Imagine what yours could achieve. BQ
Give them the tools to help spread the word.
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Building Your Business From The Brand Up™
The Need For Speed Content Writing for Your Website We live in a fast-paced world where people demand information fast. Waiting around for it just isn’t an option — if you’ve watched people waiting in a queue at McDonald’s on a busy night you’ll know what I mean. It’s the same in cyberland. The average visitor will only read 20 per cent of the words on a page, and if they don’t find what they’re looking for within about five seconds they’re gone! This poses a challenge when writing content on your website; you need to think carefully about how it is written. SEO experts will insist that the more words you have on a page, with key words inserted, the better. And I don’t disagree; however, you can’t just present a visitor with a wall of words. It’s important that the information on your web page is scannable. That is, a visitor must be able to just glance at your page to find what they’re looking for quickly. How is this done? Well, here are some tricks:
Andrew Healey Word Works
• Like in this article, using bullet points is an effective way to break information into easy-to-read chunks. • Create a visual hierarchy to catch the reader’s eye. I like to use different colour and fonts to highlight relevant subjects that I think the visitor may be searching for. An example could be: “We provide a professional Editing Service to our clients.” If your client is looking for editing services, they should find the relevant information easily. • Remember: Excess words are useless words. If they don’t add anything, delete them. Get to the point. The trick is to communicate quickly exactly what you can do for the visitor before they click to your competitor. George Bernard Shaw once said: “The biggest problem with communication is the allusion it has taken place.” When writing content on your website, make sure you’re understood. BQ
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When you’re creating and maintaining a brand, you’re working with designers. Whether they are in-house or an external team, designers and branding are never far away from each other. Design 101 is a series aimed at bridging the gap between you and the design world. Helping you to better communicate your vision with your designer and get an understanding of ‘how they tick’.
Keri Sandford Vesey Creative
Design 101
Research
The Design Process How designs are ‘magically’ created is something that is shrouded in mystery for a lot of people. In order to help you understand the who, what, when, why and how of it all, here is a break down of the design process. It’s important to know that every designer is different but this gives you a good idea of how, in general, they all operate.
The Request A need is uncovered that requires actioning: a new logo, magazine advert, web site, advertising campaign etc.
No matter what size the project is, there will always be research to be done. The amount of research required depends on the job at hand (and budget or course). What has been done in the past? What are current trends in colours, shapes, sounds, words, textures? What about the competitors - what has worked for them and what hasn’t? How can we stand apart from them?
Conceptualisation Once the research is completed, it’s time to get creative. Guided by the brief and the research results, brainstorming leads to concepts, concepts to drafts and drafts to designs. Some designers use white boards, others computers, some prefer pencil and paper.
The Brief That need is analysed and communicated to the design team in the form of a design brief. Depending on your company structure and level of involvement, this may be done by the person making the request or the creative director for the design team. (At this point, the ‘unseen process’ begins) 36
Review Once the initial designs are ‘completed’, the design team reviews them - yes, even before you get to see them. They decide on the most promising designs, based on criteria set by the brief, their experience and knowledge, the research and the ‘feeling’ they get.
Building Your Business From The Brand Up™
Brand
™
Revision These leading designs are revised to improve on them where possible. Nothing is ever perfect, but sometimes an initial design can come close and make through the rest of the design process almost untouched.
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Next Issue...
(Back to the part of the process you see)
Presentation The designs are now ready to be presented. The presentation method and size is influenced by the type of material produced and also in a large part by what the ‘decision makers’ prefer. Some ‘decision makers’ like to be deeply involved and have a number of options to choose from and review. Others believe that the fewer options they are given the better as this means the design team have already reviewed in depth and are only presenting the cream of the crop.
Hear Ye! Hear Ye!
Review
PDS: Your Brand’s GPS
At this point, the feedback received for the presented designs is reviewed and some of the options may be removed. Some aspects of the feedback and requested revisions may need to be researched. A good design team will always advise if suggested ‘improvements’ are ill-advised as they always want the best possible result in the end.
Creating A Press Release... And Getting It To Work
Natural Selection The Right Staff For Your Brand
Your Brand’s Promise Delivery System
Brand Rehab Changing The Way People See You
Revision
Give It To Us Straight
The finalists are revised after the feedback and review process.
Customer Satisfaction Surveys
Presentation The revised designs are now ready to be presented for feedback. At this point, the process will either move back to the ‘Review’ and ‘Revision’ stages, or be signed off and approved for production.
Design 101 Utilising A Good Visual Hierarchy
Approval
And Much More...
The project is signed off for production and organised for delivery.
Available Tuesday 1st May 2012
Delivery The final design is produced in its final form in the required media, be it web, print or television, etc. This is an important part of the process as the designers will have developed the project with certain delivery criteria in mind. If the right information, files, formats, etc do not get passed on then it can ruin an otherwise great piece of work. BQ
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TM
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