Title: Effective Communications How To Create An Impact
1Branding Basics
Seminar Presentation
2 3- UNLESS ITS
- ON A COW
-
- SEAN ADAMS NOREEN MORIOKA
4- BUT, A WELL
- DESIGNED
- LOGO CAN
5A Well Designed Logo Can
- Help a good product or service realize its full
potential - Make an impact
- Give direction
- Draw in a viewer
- Create an emotion or feeling
- SUPPORT YOUR ENTIRE BRAND!
6A Non-Branded Company
7A Branded Company
8Branding is
- All about the perception formed by your audience
- about your company, product, people, or ideas.
- It builds credibility instantly.
- This perception includes the coming together
- of logo(s), visuals, identity, marketing
materials, - programs, messaging, products, services and
- company actions.
9Why You Should Develop a Brand
- Differentiate yourself from the competition
- Creates internal focus
- Provides clear idenitification
- Enables your audience to form a relationship
with you - Creates merchandising opportunities
- Keeps everything organized
- Communicates your message
- Further develops your future branding
10Examples of Successful Brands
11Is Branding Just for Big Business?
- NO! Its for every size of company.
- Small companies have the edge
- as it is much easier to provide a
- consistent brand experience.
12Dont Wait Until Its Too Late
- One of the biggest misperceptions that
companies have is that branding begins when the
firm has money and can hire an expert. The most
successful companies consider branding from the
moment the business is just a kernel of an
initial idea. - DAVE LISS
13The Components of a Brand
This chart illustrates all the components of
a brand and how they interact with each other at
all times.
14Steps To Creating A Successful Brand
151 - Development
- Research!
- Establish Market
- Competition?
- Study Others
- Target Market
- Ask Questions
- Hire a Professional
Product Pros/Cons Are you unique?
Personality Does your name fit? Position
yourself Marketing strategy
162 - Design
- Research!
- Review Development
- Look at competition
- Personality style
- Who is the audience?
- Desired perception
- Hire a Professional
Objectives Client Goals What is the
purpose? Response rate Subliminal messages
Any limitations?
17Design adds value to a brand
18Basic Design Principles
- It is the appropriate use of basic design
principles - Messaging
- Font
- Colour
- Imagery
19 20Is Your Message
- Informative
- Hitting the right target
- Creative
- Thought provoking
21 22The Use of Fonts
Serif Font
Sans Serif Font
23The Use of Fonts
- Dont use more than 2 fonts in your piece
- Try sticking to different fonts within one
typeface, or one font for text and one for
headings - Avoid typefaces that are similar in appearance
(style, size, and weight) - Each variation in type slows the reader down
- 2. Use fonts that match the image of your piece
24The Use of Fonts
- Example of a fun font
- Example of a corporate font
25 26The Use of Colour
- Keep your colour scheme simple
- Colours convey messages emotions
- Try not to use more than 2-4 colours in a piece
- Use the same color palette throughout pieces
- Be considerate of different cultures
27The Use of Colour
red
orange
yellow
- Aggressive, assertive, intense, strong, vitality,
life-sustaining, passionate, courageous,
insightful
Warm, cautious, hazardous, energetic, fun,
cheeriness, warm, cozy, exuberance
Tropical, healing, Illuminated, discovering,
positivity, cowardice
28The Use of Colour
purple
blue
green
Royalty, spirituality, dignity, mystery
sophistication, costliness
Authority, corporate dignity, security,
faithfulness, trust, reliability, belonging,
coolness
Environmental, motion, mobility, wealth, natural,
tranquility, health, freshness
29The Use of Colour
white
brown
black
Cleanliness, purity, youth, truthfulness,
simplicity, innocence
Somber, natural, authentic, utility, earthiness,
woodiness, subtle richness
Formal, rich, elegant, serious, distinctiveness,
boldness, authority
30The Use of Colour
- Color can be used to
- Highlight important elements such as headlines
and subheads - Attract the eye
- Signal the reader where to look first
- Create an image or a mood
- Tie a layout together
- Organize
- Group elements together or isolate them
- Provoke emotion
31The Use of Colour
- NOTE If you already have an established colour
- palette keep it. Consistency is a great tool in
- effectiveness. Your audience will have a better
- chance of remembering something if they have
- seen it once before
32 33The Use of Imagery
- More people look at images than read copy
- Make your photograph or illustration a larger
focus whenever possible (i.e. half your ad) - Choose visuals that share a similar color,
theme, shape or style - Crop an image in an unusual way
34The Use of Imagery
Original
Revised
35The Use of Imagery
36The Use of Imagery
37The Use of Imagery
Original
Cropped
383 - Management
- Be consistent!
- Follow your guidelines
- Maintain quality
- Review strategies
- Review target market
- Train employees
- Hire a Professional
394 - Measurement
- CONSISTENCY!
- Reassess guidelines
- Constantly reevaluate
- Keep focused
- Customer response
- Hire a Professional
Research! Reassess Markets Reassess
Competition Ask Questions Make changes if
needed
40Rebranding
- Good reasons to consider rebranding are
- the brand has eroded through new or more
- aggressive competition
- the brand has become locked in time with
- consumers ageing fast
- theres a significant new market opportunity
that - needs to be addressed
- But be careful
41Does Your Brand Have Trust?
- Trust is fundamental because brands are about
strong - emotional bonds with customers. They give
customers a - degree of certainty that the product or service
bought - this week will be the same as it was the previous
week. - Dont do anything that undermines the trusting
- relationshipand you run the real risk of
damaging - The business.
- IT CAN MAKE OR BREAK YOUR BUSINESS INSTANTLY!
42- Rebranding is a high-risk strategy
- but with the right mix of expertise,
- sensitivity, insight and, above all,
- clear thinking it can deliver
- stunning results.
43What a Rebrand Can Do For You
- Strengthen trust and build new relationships
- Enable you to leave behind old reputations,
- dry lifeless designs qnd poor customer
relations - Engergize the face behind the brand
- Make a company more appealing to customers
- and employees
- Create new focus and excitement or BUZZ!
44Rebrand on a Solid Foundation
- Rebranding isnt just about giving an existing
- product or service a new name, new logo,
- devising a trendy slogan or changing colours
- and expecting the sales to roll in.
- Its about looking at every facet of an
- organization or company, whether youre big or
- small, have a niche market with a handful of
- employees or managing a mega brandwithin a
- global corporation.
45Conclusion
- Having a strong brand means
- having a clearly identifiable
- presence in the marketplace
- that offers a unique EXPERIENCE
- to your target market.
- GET NOTICED!
46Questions?