How to Add Value To Your Small Business with Effective Branding

COMPELLING BRAND IDENTITIES IN PRINT & WEB ID ENTITY P R INT P UBLISHING How to Add Value To WEB Your Small Business with Visible Logic, Inc. 142 High Street Effective Branding Suite 615 Portland, ME 04101 207.761.4230 The Portland Resource Group, January 2011 visiblelogic.com

How To Add Value To Your Small Business with Effective Branding Emily Brackett President Visible Logic, Inc. Graphic Design & Branding: Logos, Web Sites, Print Marketing, Book Covers & Interiors Brand Positioning & Strategy

How To Add Value To Your Small Business with Effective Branding What is Branding? Why Should I Care?

What is branding? How To Add Value To Your Small Business with Effective Branding What is Branding Why Does Branding Matter? • Attract better clients / customers • Charge a premium for products / services • It becomes a promise to your prospects • You become the top-of-mind, premium choice

What is branding? How To Add Value To Your Small Business with Effective Branding Why is graphic design at the heart of branding? • Recognition starts the process of know me, like me, trust me • We are visual beings

What is branding? How To Add Value To Your Small Business with Effective Branding

What is branding? How To Add Value To Your Small Business with Effective Branding Is branding just a logo?

What is branding? How To Add Value To Your Small Business with Effective Branding Is branding just a logo? • Visual position

What is branding? How To Add Value To Your Small Business with Effective Branding Is branding just a logo? • Visual position glANd breeze was founded in 2006 by Mark is concern for the environment, effect of global climate change and sant place to live for his kids, their tions beyond. llc is a fully insured and licensed wind based electricity generation d businesses. r is a graduate of the University of Lowell) with a Masters of Science g, a Bachelors of Science in Nuclear past 11 years, Mark co-owned and Working with New England Breeze ement consulting and training Our #1 priority is meeting your expectations Inc. In his career he has served as while meeting our commitment to protecting the planet. tant to Fortune 1000 companies, d Nuclear Engineer. In January ed by Al Gore to teach about Residential solaR te he has given 30 presentations to en not championing the environ- Generate your own Let New England Breeze work with you to design and build the ideal Solar Solution for your home. We can install a solar electricity generation systems to fit your und on stage performing with the clean electricity needs. Small roof, large roof, no roof, no problem. Our ouR mission Edge Players in Hudson, MA and designs look great and exceed all utility standards and Reduce and reverse the effects of fossil fuel energy on for your home or business , building codes. New England’s environment by helping you generate s family, wife Jocelyne and triplet your own clean, reliable electricity. Curtis and Russell). CommeRCial solaR te of Worcester Polytechnic Insti- with a solar or Do you have a business with an expansive roof? WHat We do ouR PRoCess Cover it with solar panels. There has never been a better • Design your system 1. site assessment: degree in Mechanical Engineering time for a business to put up a solar electric system in in Computer Science. After 25 wind system from Massachusetts. • Complete all grant applications • How much power do you use? • Obtain all permits • What conservation steps have you taken? lopment, Bill left his career two newable energy business installing new enGland breeze The grants are excellent and the tax benefits are substantial. An installed Solar Electric Systems can • Secure power company connection agreement • What conservation steps can you take? • Do you have shading issues? generate immediate positive cash flow. • Supply all materials s. Bill’s hobbies include mentoring • Install your system 2. solution specification: at Assabet Valley and Blackstone • One that fits both your needs and your Wind systems • Teach you about your system ls where he has used LEGO robot- sites advantages and limitations. We install medium scale wind generation systems. dents prototype their designs of These systems quietly and safely power your property 3. Cost estimates: installations also inClude not building robots or designing while offsetting some or all of the power you purchase • 5 year workmanship warranty • Detailed estimates including all tax credits, ems, Bill enjoys time with his wife, from your utility. • 3 years of web based monitoring rebates, and grants. achel and his two Welsh Corgis • Annual inspection during warranty period 4. installation: • Turn-key installation from site preparation to cleanup. 5. Handoff: • You will learn how to keep your system running at peak production. wEnglandBreeze.com ive, Hudson, MA 01749 978-567-9463 www.newenglandbreeze.com Call (978) 567-9463 or Visit www.NewEnglandBreeze.com and request a solar system estimate or a wind site assessment

What is branding? How To Add Value To Your Small Business with Effective Branding Is branding just a logo? • Visual position • Positioning statements and audience research Brand Statement: Knollwood Energy provides solar panel owners the easiest way to apply for Solar Renewable Energy Certification and get the best financial return on their credits. Positioning Statement: Ease of use; Best financial return; Best referral for installer; Experienced industry leader Key Audience: 1) Installers are tradespeople usually coming from the roofing, renovation or construc- tion field who understand the growth potential of this market segment. 2) Residential home owners, older than 60 years old who want to maximize their financial return,

What is branding? How To Add Value To Your Small Business with Effective Branding Is branding just a logo? • Visual position • Positioning statements and audience research • Writing tone and content

What is branding? How To Add Value To Your Small Business with Effective Branding Is branding just a logo? • Visual position • Positioning statements and audience research • Writing tone and content • Actions, customer service, etc. • What customers say • Media, etc.

How To Add Value To Your Small Business with Effective Branding Branding Identity: Control What You Can

Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding Your Brand is a Combination of: The Identity you build and The Perception / Messages that come from others An official “face” of an organization (Exec. Director, Founder, etc.) Employees / volunteers Clients / Customers / Recipients / Beneficiaries Media

Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding Take 2: A Strong Brand Identity Can Help

Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding Another Typical Scenario?

Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding Critical Elements for a Comprehensive Brand Identity • Logo • Web Site • Business Card

How To Add Value To Your Small Business with Effective Branding Brand Equity Case Studies

Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding The Value of Brand Equity • Premium pricing • Better, higher paying clients • Reduced marketing costs (eventually) • Greater value when selling the business (eventually)

Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding Cream & Sugar Bakery

Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding Cream & Sugar Bakery I get numerous positive comments on my logo and my labels, which you designed. Now, with the website up and indexed on Google, suddenly the majority of customers are placing orders with me just after seeing the website! I would estimate that my retail business has increased by 50%, and my web-based sales four-fold because of people finding the website, and trusting the website enough to place an order with me. —Elise Richer, Cream & Sugar Bakery

Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding Educational Endeavors

Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding Educational Endeavors “We offered excellent services. We just didn’t have the proper perception of our services,” —Eric Davis, Director Before they defined and revised their brand, Educational Endeavors had 15 academic tutoring clients and no institutional clients. Within six months of launching their new brand, Educational Endeavors’ business jumped dramatically. The number of academic tutoring clients increased to 25, and they acquired more than 10 institutional clients seeking consulting services. The company started acquiring institutional clients because of their new, professional image. Business has since doubled.

How To Add Value To Your Small Business with Effective Branding Emily Brackett Visible Logic, Inc. visiblelogic.com visiblelogic.com/blog twitter: @VisibleLogic facebook: Emily K Brackett facebook: facebook.com/VisibleLogic LinkedIn personal: linkedin.com/in/emilybrackett LinkedIn company: linkedin.com/company/204702

How To Add Value To Your Small Business with Effective Branding Resources White Paper: Graphic Design: The Crucial Step Toward Higher Brand Equity, Increased Revenues (Educational Endeavors Case Study) 8 Tips for a Comprehensive Brand Identity Survey & White Paper on Email Domain Names Blog

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How to Add Value To Your Small Business with Effective Branding

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