Building a Better Brand Laurie Woodward Garcia Kaylin Printing and Promotional Products 954‐392‐8135 | www.kaylinprinting.com
Who are you as a company? • This presentation is about defining your company image – Your image represents who you are and what you stand for
Step 1 ‐ Defining your value and your audience • What is your company value? • Why do people buy your product or service? • Who is your target audience/those that you serve? • Why is your company better?
Step 2 – Colors, typography and graphics • When choosing your colors, typography, and graphics, look for those elements that convey your value – Design elements play an important role for how you are perceived in the market
• Are you a friendly and approachable company? Are you a strong, stable, secure company? – Whatever you want to be align your logo, colors, type and graphics around that ideal.
Step 3 – Brand Guidelines • Create Brand Guidelines, or a document that not only expresses how to use the logo and other trademarks, but that expresses the value proposition, mission statement, colors for print and web, and types of graphics • Many people in a company can use these guidelines including marketing, sales, product development, support, executive staff, human resources, IT, and the list goes on…
Step 4 ‐ Resources • All lot of work goes into building a brand, so don’t lose momentum after launching a new brand • Take all of the graphics assets, logo variations, graphic files, brand guidelines, office templates etc… and place them in an area that all employees can get to • Intranets, portals, wikis, and password protected sites on the net work great • Don’t forget to get the word out and soon you will see everyone using the resources
Step 5 ‐ Consistency • Consistently represent your brand across all impressions • Whether it’s a web site advertisement, a press release, a company T‐shirt, a datasheet, or a product, use the same logo, colors, type, graphic families and soon people with identify your brand
Step 6 – Review and Renew • It’s important to assess your brand every few years – Ask people what they think about you as a company – Ask them about your brand and how it makes them feel or more importantly – how they act
• If need be, make modifications until you get it right • A good brand can last 5‐10 years or a lifetime
Step 7 – Make it fun • Have fun developing and sharing your company brand with the world • It takes a little bit of strategic planning and focus, but once you do the legwork, your brand can create value and sales for years to come