Branding Basics: Make your business stand out

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Your brand is more than just your logo. It includes your product or service, your employees, your advertising and of course, the promise you make every day to your customers and prospects. In this presentation, you'll learn how to define, create and live your brand to help grow your business.

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  • Great webinar that presented this today through bizlaunch.ca. Thanks for making this presentation available for download.
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Branding Basics: Make your business stand out

  1. 1. Make Your Business Stand Out Essential Branding Basics Presented by Bonnie Hanson Sherry Santamaria March 24, 2011
  2. 2. What is a Brand? <ul><li>It’s more than “just” a logo </li></ul><ul><li>It’s what you stand for </li></ul><ul><li>It’s the experience you provide </li></ul><ul><li>It lives in the minds of your customers </li></ul>
  3. 3. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>New Customers </li></ul>
  4. 4. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>Loyal Customers </li></ul>
  5. 5. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>More Sales </li></ul>
  6. 6. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>Employee Engagement </li></ul>
  7. 7. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul><ul><li>Increased Business Value </li></ul>Why Brand?
  8. 8. Branding Your Business <ul><li>Step 1: DEFINE what makes </li></ul><ul><li>your business unique </li></ul><ul><li>Step 2: CREATE your brand </li></ul><ul><li>and its elements </li></ul><ul><li>Step 3: LIVE and promote your </li></ul><ul><li>brand consistently </li></ul>
  9. 9. Step 1: Define Your Brand <ul><li>Focus </li></ul><ul><li>Personality </li></ul><ul><ul><li>Ideal Customer </li></ul></ul><ul><ul><li>Competitive Advantage </li></ul></ul>
  10. 10. Brand Positioning How do I position my brand to STAND OUT?
  11. 11. Brand Communication Nutritious Variety Neighborhood Friendly Personal service Easy parking Bread Fresh Natural Delicious Homemade Whole grains What should my brand communicate ?
  12. 12. <ul><li>CREATE your brand </li></ul>Now that you’ve defined who you are…
  13. 13. Step 2: Create Your Brand <ul><li>Select your company name </li></ul><ul><li>Choose company colors </li></ul>
  14. 14. Step 2: Create Your Brand <ul><ul><ul><li>Green </li></ul></ul></ul><ul><ul><ul><li>health, freshness and serenity </li></ul></ul></ul>
  15. 15. Step 2: Create Your Brand Blue trustworthy, dependable, fiscally responsible and secure
  16. 16. Step 2: Create Your Brand Red energy, excitement, passion and courage
  17. 17. Step 2: Create Your Brand <ul><li>Select your company name </li></ul><ul><li>Choose company colors </li></ul><ul><li>Design a professional logo   </li></ul>
  18. 18. Step 2: Create Your Brand <ul><li>Select your company name </li></ul><ul><li>Choose company colors </li></ul><ul><li>Design a professional logo   </li></ul><ul><li>Consider a slogan </li></ul>
  19. 19. Importance of a logo <ul><li>Makes you recognizable to your customers </li></ul><ul><li>Establishes credibility </li></ul><ul><li>Creates a professional   appearance </li></ul><ul><li>Generates differentiation between you and your competition </li></ul><ul><li>Provides a memorable visual experience </li></ul><ul><li>Reflects what’s unique about YOUR business </li></ul>
  20. 20. <ul><li>Over half (58%) of current logos were designed in-house or by an acquaintance </li></ul>Deluxe for Business research, 2010 Who should design my logo?
  21. 21. <ul><li>More likely in the future to outsource locally (44%) or online (22%) </li></ul>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. 22. Time for a Logo Refresh?
  23. 23. <ul><li>Use a professional designer </li></ul>Logo Best Practices DO DON’T
  24. 24. <ul><li>Keep it simple and memorable </li></ul>Logo Best Practices DO DON’T
  25. 25. <ul><li>Avoid too many fonts & colors </li></ul>Logo Best Practices DO DON’T
  26. 26. <ul><li>Must be scalable </li></ul>Logo Best Practices DO DON’T
  27. 27. <ul><li>Should look good in Black & White </li></ul>Logo Best Practices DO DON’T
  28. 28. <ul><li>Timeless not trendy </li></ul>Logo Best Practices DO DON’T
  29. 29. <ul><li>Ability to disconnect images from text </li></ul>Logo Best Practices DO DON’T
  30. 30. <ul><li>LIVE your brand </li></ul>Now that you’ve created your brand…
  31. 31. <ul><li>Adopt your brand internally </li></ul>Step 3: Live Your Brand
  32. 32. <ul><li>Promote your brand in every aspect of your business </li></ul>Step 3: Live Your Brand
  33. 33. Your Brand in Action
  34. 34. Socialize Your Brand Custom Twitter Background SmartPhone Wallpaper Social Media Profile Image
  35. 35. Branding - What’s In It For You? <ul><li>New Customers </li></ul><ul><li>Loyal Customers </li></ul><ul><li>More Sales </li></ul><ul><li>Engaged Employees </li></ul><ul><li>Increase Business Value </li></ul>
  36. 36. Thank You for joining! <ul><li>Questions? </li></ul><ul><li>Presentation will be at slideshare.net/deluxecorp </li></ul><ul><li>Click here to download your Free Branding Checklist </li></ul>

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