Brand Consistency 020813

1,352 views

Published on

Published in: Design, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,352
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brand Consistency 020813

  1. 1. 1| © Bing DesignConsistency across multiple departmentsNick Gaskins, Bing DesignFebruary 8, 2013Organizational Branding
  2. 2. 2| © Bing DesignBing DesignWe’ve been designing longer thanMicrosoft has been searching.• Over 30 years developing custom solutionsfor clients in technology, highereducation, healthcare, professional services• Marketing Communications• Publications• Web and Social Media• Branding and Identity• Advertisingbingdesign.com
  3. 3. 3| © Bing DesignThis is NOT Marketing 101…we assume everyone hasa logo and brand guidelinesin use or in development
  4. 4. 4| © Bing Design…but this IS Consistency 101• More of a journey than a destinationfor most organizations• Oodles of obstacles• Let’s get over most of the hurdles
  5. 5. 5| © Bing DesignBranding is for everyone• Four traditional P’s of marketing:Product, Promotion, Price, Place• Marketing is done by alldepartments – from answeringthe phones to creatingmarcom pieces• Brand is the sum total ofexperiences customers havewhen exposed to your productsand people• Everyone in your organization isa brand steward
  6. 6. 6| © Bing DesignObstacles toconsistency• Budgets – “more with less”• Explosion of communicationchannels• Legacy names and imagery• Lack of communication• Staff turnover• Technology – digital printing• Internal boredom
  7. 7. 7| © Bing DesignResults of inconsistency• Brand messages are less impactful• Market position becomes less memorable• Target audience gets confused
  8. 8. 8| © Bing DesignBrand ImplementationBroad strokes
  9. 9. 9| © Bing DesignDeveloping• Before – ask for list of needs from all departments• During – allow one review by key representatives
  10. 10. 10| © Bing DesignCommunicating• Introduce major updateswith meetings or webinars• Distribute and promoteminor updates with regularemails• Regularly promotebenefits of one branddirection• Create energy andexcitement
  11. 11. 11| © Bing DesignSupporting• Customize andpromote templates• Negotiateorganization-widecontracts withvendors– Economiesof scale– Consistentcreative
  12. 12. 12| © Bing DesignEnforcing• Make guidelines tight enough to be unified, but looseenough to allow creativity• Review most pieces for a period of time• Selective review as standards become more familiar
  13. 13. 13| © Bing DesignTools for brandconsistency• Kickoff presentation• Asset repository• Wiki guidelines• Approved templates – don’treinvent the wheel every time• Ongoing education• Two-way communication• Some form of corporateoversight• Peer-to-peer support(private FaceBook group)
  14. 14. 14| © Bing DesignThank youNick Gaskins – nick@bingdesign.comhttp://www.executiveboard.com/communications-blog/enforcing-brand-standards-carrots-or-sticks/http://chiefmarketer.com/disciplines/branding/0511-brand-guidehttp://saatchidesign.wordpress.com/2009/09/25/20-top-tips-for-designing-effective-brand-guidelines/http://www.visibleworks.com/blog/?p=102

×