1.
You have
your branding
What next?

2.
What are guidelines?
Consistency!
This is my corporate typeface
Company
brochure
News!

3.
Why be consistent?
Enables brand recognition
Becomes memorable
Helps others figure out who you are
Makes you look efficient
Sloppy branding
= sloppy service?

4.
Common brand
mistakes
Blending in when you should stand out
Letting marketing materials go stale
Trying to be on-trend
Over-complicating things

5.
What else should
they include?
Tone of voice
Photography or other imagery
Brand personality
Tell a story

6.
Colgate
Mercedes (”The Best or Nothing”)
BMW
(”The Ultimate
Driving Machine”)
Harley
Davidson
Virgin
as opposed
to BA
Google
KFC
Disney
Apple
Land Rover
Image courtesy of Millward Brown.
http://www.millwardbrown.com/BrandZ/Top_100_Global_Brands/Previous_Years_Results/2012/Brand_Personality.aspx
Brand Archetypes

7.
Enable employees to build the brand
Focus everyone together in the same direction
What are your values and mission?
Train & educate
Brand ambassadors
They will be your