Branding, It's more than your logo


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Overview of branding geared towards entrepreneurs/start-ups who've not yet gotten far in the process of building brands for their companies or products.

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Branding, It's more than your logo

  1. 1. Bbranding It’s more than your logo.Monday, February 13, 12
  2. 2. cliff notes for the history of visual branding (even though branding is more than visuals)Monday, February 13, 12
  3. 3. Ingrid NewkirkPresident of PETA That is SO not cool.Monday, February 13, 12
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  5. 5. early advertising playing on the novel-ish idea of a brand nameMonday, February 13, 12
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  7. 7. » A brand is not a logo. » A brand is not your company name and tagline, or your product. » A brand is not the look of your business cards, stationery and the corporate identity manual to which they adhere. » A brand is not a product. » A brand is not what your company says about itself (though that should be “on brand”).Monday, February 13, 12
  8. 8. » A brand is all of these things — which are important — plus one crucial element: how the market perceives your company and products. » Some people say that a brand is a “promise”. That’s true too — it’s putting your name on something.Monday, February 13, 12
  9. 9. Handy Equation: all of your stuff + people’s perceptions + consistency over time = your brandMonday, February 13, 12
  10. 10. i stole the idea for this next thing from my friend fred. (, February 13, 12
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  17. 17. {visual respite}Monday, February 13, 12
  18. 18. simplified version of how to get from no brand to a dandy brand » Start by thinking about: what are the 3 words I want to pop into people’s heads when they see our logo, or hear our name? Simon Sinek“People don’t buy what you do, they buy why you do it.”Monday, February 13, 12
  19. 19. more steps for going from no brand to a splendiferous brand » Understand your company and product inside-out » Make sure everyone on the team, who represents the brand in the world in any way, understands the company and product inside-out » Understand your story, and make sure everyone’s telling it the same way (in-person, when they pick up the phone, on Twitter, Facebook, LinkedIn, other social media, on your blog, in pitches, everywhere) » Make sure you and the team are psyched — this is important Tony Hseih CEO of Zappos I would so agree with that…Monday, February 13, 12
  20. 20. more steps for going from no brand to a fantabulous brand » Work with a designer/firm to create differentiating, compelling, appropriate visual branding — then use it consistently and without fail. » Work with a designer/dev/UX expert to make your website amazing. There really is ROI to this.Monday, February 13, 12
  21. 21. start with a great company/product name as your foundation marty neumeier’s 7 criteria for a good name: 1. Distinctiveness 2. Brevity 3. Appropriateness Marty 4. Easy spelling and pronunciation Neumeier My books are really good 5. Likeability quick reads about this stuff. 6. Extendibilty 7. ProtectabilityMonday, February 13, 12
  22. 22. then, using what you know about the “why”, start getting visual annie’s 7 criteria for a good logo: 1. Distinctive 2. Appropriate (to you and to the right paradigms) 3. Usable (technically and, of course, legally) 4. Appealing 5. Extensible 6. Not overly literal (unless that’s appropriate) 7. Timeless (not trendy) ★ Cleverness is totally optionalMonday, February 13, 12
  23. 23. ready, set… IMBUE!Monday, February 13, 12
  24. 24. more information for your perusal Book-type things: Fabulous, quick-read primer on branding: The Brand Gap by Marty Neumeier Good overview of why web design decisions can make or cost your money: Web Design for ROI by Lance Loveday and Sandra Niehaus Why how you do it is as important as what you do for brand success: The Thank You Economy by Gary Vaynerchuck Case studies of how branding plays out in design: Branding From Brief to Finished Solution by MonoMonday, February 13, 12
  25. 25. more more info Online goodies: best-global-brands-2011.aspx And if you have access, search the HBS cases for “branding”. There’s good stuff in there.Monday, February 13, 12
  26. 26. find me & this presentation Annie Smidt email: twit: @anniesmidt slides:, February 13, 12