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

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Awareness

+ Memory

+ Trust

+ Emotional Attachment =

Why Brand?

New Customers

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Awareness

+ Memory

+ Trust

+ Emotional Attachment =

Why Brand?

Loyal Customers

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Awareness

+ Memory

+ Trust

+ Emotional Attachment =

Why Brand?

More Sales

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Awareness

+ Memory

+ Trust

+ Emotional Attachment =

Why Brand?

Employee Engagement

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Awareness

+ Memory

+ Trust

+ Emotional Attachment =

Increased Business Value

Why Brand?

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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

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Step 1: Define Your Brand

Focus

Personality

Ideal Customer

Competitive Advantage

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Brand Positioning

How do I position my brand to

STAND OUT?

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Nutritious

Variety

Neighborhood

Friendly

Personal service

Easy parking

Bread

Fresh

Natural

Delicious

Homemade

Whole grains

Brand Communication

What should my brand communicate?

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CREATE your brand

Now that you’ve defined who you are…

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Step 2: Create Your Brand

Select your company name

Choose company colors

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Step 2: Create Your Brand

Green health, freshness and serenity

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Step 2: Create Your Brand

Blue trustworthy, dependable, fiscally responsible and secure

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Step 2: Create Your Brand

Red energy, excitement, passion and courage

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Step 2: Create Your Brand

Select your company name

Choose company colors

Design a professional logo 

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Step 2: Create Your Brand

Select your company name

Choose company colors

Design a professional logo 

Consider a slogan

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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

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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%

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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?

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Use a professional designer

Logo Best Practices

DO DON’T

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Keep it simple and memorable

Logo Best Practices

DO DON’T

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Avoid too many fonts & colors

Logo Best Practices

DO DON’T

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Must be scalable

Logo Best Practices

DO DON’T

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Should look good in Black & White

Logo Best Practices

DO DON’T

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Timeless not trendy

Logo Best Practices

DO DON’T

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Ability to disconnect images from text

Logo Best Practices

DO DON’T

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LIVE your brand

Now that you’ve created your brand…

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Adopt your brand internally

Step 3: Live Your Brand

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Step 3: Live Your Brand

Promote your brand in every aspect of your business

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Your Brand in Action

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Socialize Your Brand

Custom Twitter Background

SmartPhone Wallpaper

Social Media Profile Image

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Branding - What’s In It For You?

New Customers

Loyal Customers

More Sales

Engaged Employees

Increase Business Value

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Thank You for joining!

Questions?

Presentation will be at slideshare.net/deluxecorp

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