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Your brand is more than just your logo. It includes your product or service, your employees, your advertising and of course, the promise you make every day to your customers and prospects. In this presentation, you'll learn how to define, create and live your brand to help grow your business.
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Make Your Business Stand Out
Essential Branding Basics
Presented by
Bonnie HansonSherry Santamaria
March 24, 2011
2© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
What is a Brand?
It’s what you stand for
It’s the experience you provide
It lives in the minds of your customers
It’s more than “just” a logo
3© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
New Customers
4© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
Loyal Customers
5© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
More Sales
6© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
Employee Engagement
7© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Increased Business Value
Why Brand?
8© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Branding Your Business
Step 1: DEFINE what makes your business unique
Step 2: CREATE your brand and its elements
Step 3: LIVE and promote your brand consistently
9© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 1: Define Your Brand
Focus
Personality
Ideal Customer
Competitive Advantage
10© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Brand Positioning
How do I position my brand to
STAND OUT?
11© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Nutritious
Variety
Neighborhood
Friendly
Personal service
Easy parking
Bread
Fresh
Natural
Delicious
Homemade
Whole grains
Brand Communication
What should my brand communicate?
12© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
CREATE your brand
Now that you’ve defined who you are…
13© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Select your company name
Choose company colors
14© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Green health, freshness and serenity
15© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Blue trustworthy, dependable, fiscally responsible and secure
16© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Red energy, excitement, passion and courage
17© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Select your company name
Choose company colors
Design a professional logo
18© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Select your company name
Choose company colors
Design a professional logo
Consider a slogan
19© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Importance of a logo
Makes you recognizable to your customers
Establishes credibility
Creates a professional appearance
Generates differentiation between you and your competition
Provides a memorable visual experience
Reflects what’s unique about YOUR business
20© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Over half (58%) of current logos were designed in-house or by an acquaintance
Deluxe for Business research, 2010
Who should design my logo?
Self/Employee,
42%
Online Design
Firm, 8%
Local Designer/ Firm, 30% Friend/
relative, 16%
Other, 5%
21© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
More likely in the future to outsource locally (44%) or online (22%)
Deluxe for Business research, 2010
Who should design my logo?
Online Design Firm,
22%
Local Designer/ Firm, 44%
Friend/ Relative, 12%
Self/ Employee,
20%Other, 3%
22© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Time for a Logo Refresh?
23© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Use a professional designer
Logo Best Practices
DO DON’T
24© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Keep it simple and memorable
Logo Best Practices
DO DON’T
25© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Avoid too many fonts & colors
Logo Best Practices
DO DON’T
26© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Must be scalable
Logo Best Practices
DO DON’T
27© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Should look good in Black & White
Logo Best Practices
DO DON’T
28© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Timeless not trendy
Logo Best Practices
DO DON’T
29© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Ability to disconnect images from text
Logo Best Practices
DO DON’T
30© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
LIVE your brand
Now that you’ve created your brand…
31© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Adopt your brand internally
Step 3: Live Your Brand
32© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 3: Live Your Brand
Promote your brand in every aspect of your business
33© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Your Brand in Action
34© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Socialize Your Brand
Custom Twitter Background
SmartPhone Wallpaper
Social Media Profile Image
35© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Branding - What’s In It For You?
New Customers
Loyal Customers
More Sales
Engaged Employees
Increase Business Value
36© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Thank You for joining!
Questions?
Presentation will be at slideshare.net/deluxecorp
Click here to download your Free Branding Checklist
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