Effective Communications How To Create An Impact

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Branding Basics
Seminar Presentation
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• A LOGO IS NOT
• A BRAND

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• UNLESS ITS
• ON A COW
• SEAN ADAMS NOREEN MORIOKA

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• BUT, A WELL
• DESIGNED
• LOGO CAN

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A 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!

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A Non-Branded Company
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A Branded Company
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Branding 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.

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Why 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

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Examples of Successful Brands
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Is 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.

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Dont 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

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The Components of a Brand
This chart illustrates all the components of
a brand and how they interact with each other at
all times.
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Steps To Creating A Successful Brand
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1 - 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
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2 - 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?
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Design adds value to a brand
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Basic Design Principles

• It is the appropriate use of basic design
  principles
• Messaging
• Font
• Colour
• Imagery

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• MESSAGING

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Is Your Message

• Informative
• Hitting the right target
• Creative
• Thought provoking

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• FONT

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The Use of Fonts
Serif Font
Sans Serif Font
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The 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

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The Use of Fonts

• Example of a fun font
• Example of a corporate font

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• COLOUR

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The 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

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The 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
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The 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
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The 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
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The 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

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The 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

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• IMAGERY

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The 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

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The Use of Imagery
Original
Revised
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The Use of Imagery
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The Use of Imagery
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The Use of Imagery
Original
Cropped
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3 - Management

• Be consistent!
• Follow your guidelines
• Maintain quality
• Review strategies
• Review target market
• Train employees
• Hire a Professional

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4 - Measurement

• CONSISTENCY!
• Reassess guidelines
• Constantly reevaluate
• Keep focused
• Customer response
• Hire a Professional

Research! Reassess Markets Reassess
Competition Ask Questions Make changes if
needed
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Rebranding

• 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

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Does 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!

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• 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.

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What 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!

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Rebrand 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.

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Conclusion

• Having a strong brand means
• having a clearly identifiable
• presence in the marketplace
• that offers a unique EXPERIENCE
• to your target market.
• GET NOTICED!

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Questions?