Luke Langford, VP Strategy & GM, Lucidpress

4 Tips to Build a More Consistent Brand

VP Strategy & GMLucidpress

@LukeLangford

Who Am I?

Luke Langford

• VP of Strategy and General Manager, Lucidpress at Lucid Software

• Prior experience: • co-founded Vivint Wireless, • Product Management at Zynga, • Innovation & Strategy consulting at

Innosight, where he helped craft marketing strategy & positioning for several Chevrolet vehicles including Volt and Cruze

• Lucidpress is a brand management and design platform that helps organizations create on-brand marketing and sales materials

If You Stick Around…

• Why is brand consistency important?• Tip #1 – Pick the right brand champion• Tip #2 – Make your brand guidelines easier to find• Tip #3 – Ensure enforcement of brand guidelines• Tip #4 – Respond faster to creative requests

Agenda

Why is brand consistency important?

No Harm Done?

People Don’t Wait. They Can’t Wait.

“If your brand was always presented consistently, how much do you estimate that your revenue would

increase?”

Average: 23%Answers ranged from 5 to 50%

“How do you feel that the brand consistency you’ve maintained has contributed to the growth of your

organization?”

Tip #1: Pick the right brand champion

“Who in your organization has PRIMARY responsibility to manage and protect how your brand is used?”

CMO CEO

Tip #2: Make your brand guidelines easier to find

40% 9%Brand guidelines are easy to find

(at companies with effective brand guidelines)

Brand guidelines are easy to find(at companies without effective

brand guidelines)

vs

• Offer brand guidelines in multiple formats

How to make your brand guidelines easier to find:

Lucidpress Brand Style Guide Template

bit.ly/LucidpressStyleGuide

LucidpressBrand Assets

“Living” brand guidelines where employees create

Tip #3: Ensure enforcement of brand guidelines

• Create a library of templates (and lock them down)

How to enforce brand guidelines:

Lucidpress Template Locking

Tip #4: Respond faster to creative requests

40%24%

• Enable others to create their own materials

How to respond faster to creative requests:

1. Pick the right brand champion2. Make your brand guidelines easier to find3. Ensure enforcement of brand guidelines4. Respond faster to creative requests

4 Tips to Build a More Consistent Brand

Resources

Download The Impact of Brand Consistency research report at bit.ly/BrandConsistencyReport

Visit bit.ly/LucidpressDemo to learn more about how Lucidpress can help you build a more consistent brand

Thanks for attending today’s presentation!