Branding for small business 2019

Branding
basics for small
business
A talk by Paul Brammer
Breakfast in a Brewery
July 3rd 2019

Brand history
Historically branding is
literally that…
a mark of ownership
burnt on to
animals

Brand history
Northern european word

It’s a type of
“dressing to
impress”
stand out
and be seen…

i need a logo...
What is a logo?

A logo mark or words
in a stylised font?
The clearest and simplest is the 'wordmark'...
using your name in a clear and concise
manner.

Tone of voice
The ‘tone of voice’... in other
words the type of language
used to talk about your
company.

Imagery
The imagery needs to
be either ‘this is what
it is’ or ‘experiential’ in
other words this is how
you can feel…

Consistency
Creating a consistent style across
your collateral/touchpoints is
critical to building a brand identity
that allows your customers to
instantly recognise your company
and distinguish it from others.

Consistency
Touchpoints
A touchpoint is anywhere the
public comes in contact with
your idea/company/product.

Consistency
Touchpoints
Website
Business card
Letterhead
Email footer
Leaflet / Brochure
Exhibition
Business reception
...ie office building or premises
Signage
Transport
Adverts
Internet
Social media
Presentations

Consistency
Brand system
To cater for the above you
need a ‘brand system’ that
uses Brand guidelines to
keep the message clear and
consistent.

Consistency
The following 13 slides are a
good example of Brand
guidelines from an Exesios BDD
client .......
Hampton House International

Hampton House International | Brand Guidelines
how we look
This is a guide to the basic elements that make up our brand.
It will let you get to know us better...

What is a Brand Identity?
A brand identity represents the values, services, ideas
and personality of an organisation. It is designed
to increase recognition and build perceptions
of the organisation in its chosen marketplace.
This brand identity needs to be graphically
represented and usually includes elements
such as logos and supporting graphics, colour
palette, typography and photography choices
and can, within its guidelines, use examples
to visualise how a brand should be depicted
across various different visual media.
Why use these guidelines
Our Company needs to manage how
its brand is represented across all visual
media in various different situations.
The corporate identity system in this document
has been created to fulfil this purpose and the
guidelines herein explain how to correctly depict
and embody our brand ethos consistently across
different applications and in various markets
to maintain the integrity of Our Company.
This document is available to download at: hamptonhouseinternational.com/brand-guide

Our logo is very precious to us.
We took our time developing our
brand so please be nice to it.
The Logo, delightful am I not.
01
This is the stacked version of
the logo and is the preferred
version for all printed collateral
including all printed publications,
advertising, billboards, posters,
flyers and product packaging.
02
This is the landscape version
of the logo and is the preferred
version when space is not at a
premium in a layout, for example,
website graphics and banners.

Exclusion Zone, a little elbow room to help us stand out.
Minimum Size, bigger is better.
Stacked logos must not be reproduced
at a size smaller than 19mm in height.
Landscape logos must not be reproduced
at a size smaller than 8mm in height.
The minimum exclusion zone margin
for all our company logos is based on the
dimensions of the letter ‘O’ in Hampton
House. With all logos, a clear-space of
one ‘O’ must be maintained on all sides.
On all sides, the exclusion zone
should be measured from the
farthest edge of the logo. No element
may encroach on this space.
19mm min.
8mm min.
Our logo is very precious to us.
We took our time developing our
brand so please be nice to it.

We want to look good all the
time, so take time to consider
how to apply our logo.
We don’t want to come
across all doom and gloom,
but there is a right way and a
wrong way to present our logo.
01 Space around the logo
Always leave the logo some
space to breathe. Try to use
white or neutral backgrounds.
02 If you have to...
If it’s unavoidable to place the
logo on a colour or
photographic background,
use the negative version.
03 Not right
Do not rotate the logo.
04 Colour clash
Do not place the logo on
the wrong colours.
05 No thanks
Do not add embellishments like
drop-shadows, embossings etc.
to the logo.
01 03
02 04
05
Do’s Don’tsApplication

Say hello to everyone in the
family. If you can’t find it here,
we don’t want you to use it.
Our Company logo exists
in both a stacked and a
landscape version. While the
stacked option is the preferred
logo, use of either the stacked
or landscape logos should be
determined according to their
suitability for the layout.
The use of the crest graphic
in isolation should be carefully
considered and implemented,
and be restricted to supporting
promotional materials. It is
not recommended that the
crest graphic be used as the
default identifier in place
of the complete logo.
There is one two-colour option
of our logo for each of the
stacked and landscape logos.
There is also a single colour
for reproduction on both black
and white backgrounds.
A social media version of the logo
is fully achievable, using the crest
graphic, for when a square icon
is needed for online applications.
Stacked Version Landscape Version
Main Logo Main Logo
Single Colour White Single Colour White
Single Colour BlackSingle Colour Black
Family/Variations

Our colours define our brand.
We’re bold and confident.
Simple and to the point.
pantone 1795 C
cmyk 6 : 94 : 74 : 0
rgb 221 : 40 : 57
hex # dd2839
pantone -
cmyk 0 : 0 : 0 : 100
rgb 29 : 29 : 27
hex # 1d1d1b
pantone Cool Gray 7 C
cmyk 0 : 0 : 0 : 50
rgb 157 : 157 : 156
hex # 9d9d9c
pantone N/A
cmyk 0 : 0 : 0 : 0
rgb 255 : 255 : 255
hex # FFFFFF
Colour Palette
These are our corporate primary colours for our logo, text and headers.
The corporate colour palette includes a red and
black theme with supporting tones. Colour matching
standard Pantone® references are included to
ensure accuracy when reproducing the palette.
Also included are the references for CMYK, RGB and
HEX Values for consistency across different media.
Where possible, the logo should be reproduced in
the CMYK colour process. Equivalent colours can
be composed using the RGB and HEX references
included when the logo is to used digitally.

Typography is the
backbone of design, getting
it right is paramount.
Typefaces. Print.
Our corporate typeface is Baskerville. This
full font family comes in a range of weights
to suit a multitude of purposes.
Typefaces. Digital.
When technology allows for it, Libre Baskerville
should be used for headings in any web applications
and Montserrat for body copy for greater legibility.
These are both available from fonts.google.com.
The default fall-back body fonts are Georgia and Arial
which should be utilised to ensure acceptable degradation
when Baskerville and Montserrat are unavailable.
Headline Fonts Headline Fonts
Body FontsBody Fonts
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
(.,:;?!£$&@*) 0123456789
(.,:;?!£$&@*) 0123456789
(.,:;?!£$&@*) 0123456789
Baskerville Old Face
Baskerville
Libre Baskerville
Montserrat
Aa
Aa
Aa
Aa

Brand Design Style
A clean, legible approach to our extended media
and brand situations. An understanding of the
importance of white space is also crucial in
layouts, both in and around text/images.
Black body text should normally be used unless
reversed out/white copy is more aesthetically
appropriate. Limiting colour use to our corporate
palette will serve to strengthen our brand message.
Support Graphics
Graphic elements derived from the logo are valid
for use as stand-alone support graphics provided
they are not used in place of the complete logo.
We do not recommend the use of detailed
illustrations or clip art as support graphics but
rather graphical elements from the Baskerville font
so as not to detract from other layout elements.
Large, distracting banners and graphics (such as
ribbons and arrows) should not be used as they only
serve to lessen the quality and values of our brand.
That’s just for starters...
here are a few more
things you should know.

Photographic Style
As an overall theme for the photographic style of
our brand, we suggest that photography be high
contrast stylised cityscapes (see examples), with or
without cut-out imagery to strengthen the message.
As an alternative, a gradient overlay can be used as
a replacement for white if legibility is an issue.
All photography used must be of high quality.
Images need to be clean, crisp, in focus and contain
subject matter relevant to our organisation.
That’s just for starters...
here is a few more things
you should know.

thank you
We hope you now understand our brand
and enjoy using it

Examples
.........showing how this brand is applied in digital and print situations

Examples
of brand assets applied across collateral

Consistency
For most small businesses
this means... a logo, social
media presence, some
collateral materials and
most of all ...
A GOOD WEBSITE!

Consistency
A strong brand
is about creating a successful
business and this means
making money!

Your brand is the
essence of who you are,
what you do and why
you do it so well.
Your DNA !!!

Consistency
Getting it right
creates trust,
loyalty & repeat
business.

So to recap...
the essentials for SME'S

Consistency
Consistency
Consistency
The 3 C’s of branding

Branding for small business 2019

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