Manual de la guía de marca:
Cómo construir una identidad visual de marca poderosa en 10 pasos
¡Construya su historia de marca, no juegue a “Police Brand” y ayude a sus colegas a convertirse en defensores de la marca con nuestra guía de marca!
A non designeris guide to creating memorable visual slides.
If you’re like most people, you’ve probably created dozens of presentations in your lifetime, and many of these in just under a few hours. But ask yourself: Do you really know how to design a memorable presentation that will stick in your viewers’ minds for months, even years to come?
The answer is probably no. Most of us have never actually learned the design principles necessary to impact audiences through visual storytelling. Perhaps the closest we have ever come to crafting a visual message is a PowerPoint presentation full of bullet points, overused stock photos and bland color schemes.
But these kinds of presentations rarely inspire real change, especially in this new age of visual communication.
A non designeris guide to creating memorable visual slides.
If you’re like most people, you’ve probably created dozens of presentations in your lifetime, and many of these in just under a few hours. But ask yourself: Do you really know how to design a memorable presentation that will stick in your viewers’ minds for months, even years to come?
The answer is probably no. Most of us have never actually learned the design principles necessary to impact audiences through visual storytelling. Perhaps the closest we have ever come to crafting a visual message is a PowerPoint presentation full of bullet points, overused stock photos and bland color schemes.
But these kinds of presentations rarely inspire real change, especially in this new age of visual communication.
No-Nonsense Logo Design Tips For Small Business OwnersDesignMantic
Logo design is the first steps towards building a brand for a small business. For those not familiar with design, designing a brand identity from scratch could be challenging. But it doesn't need to be that difficult.
But it does not need to be difficult. With so much information on the web, every business owner can become a designer. However, it takes hardwork to sift through all the information on the Web and find what is essential.
To make it simple for newbie small business owners, we have put together a list of logo design tips for small business owners to help them get started immediately.
3 simple steps to create your company logo - An essential guide for entrepren...Nishchal Par
This is a short guide that will help entrepreneurs and start ups to design a professional and versatile logo investing little time and with little or no money.
Many companies during their annual meetings require their speakers to follow presentation guidelines supposed to be submitted in advance, that will be both displayed and printed as handouts. These presentations are supposed to serve both as projected visuals and as stand-alone document… do actually nothing properly! How would it be possible to do efficient presentations and efficient handouts ?
A logo is often a company's first impression, one that can impact a customer's brand perception, purchase decisions and overall attitude towards a product.
Logo design tutorials for adobe photoshop and illustratorMaxim Logoswish
It is the business logo that opens a business to the outside world. Companies that are represented with high quality logos are more popular among customers than the ones without them. This is why custom logos are so popular and every company these days is inclined to create inspiring custom logos. Once a good logo is developed, a company will display its logo in every possible instance. Once it becomes popular, most customers never look at the manufacturer’s name once they see the particular logo. Such is the power of a well designed logo.
Why Outsourcing Graphic Design Projects is the Next Big Thing?Rahul Aggarwal
Design Studios, Brand Consultants, Ad Agencies, Printing Firms, Digital Marketers etc. can grow their businesses manyfold by outsourcing their graphic design projects to Designhill, one of the world's largest graphic design marketplace. With over 25,000+ professional designers, Designhill provides a secure, risk-free and affordable solution for such business to source high quality designs.
This presentation outlines the various difficulties, frustrations and challenges faced by creative agencies and highlights how Designhill can help overcome them.
Top 10 logo design trends 2017 (updated)The Crowder
We strongly believe that a well-crafted logo is about building something that can impress, captivate and engage an audience. A great logo is one that customers will immediately recognize and connect with as well as clearly convey the message of the business.
With that said here are some of the design trends we see taking over for 2017
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?Concept Image
La plateforme de marque et l’identité visuelle sont les deux composantes clés dans la création d’une marque ou son positionnement. Elles sont indispensables pour créer une marque forte et pérenne.
Qu'est-ce qu'une plateforme de marque ? Quel est l'intérêt d'en créer une pour votre entreprise ? Pourquoi créer une identité visuelle ? Ne peut on pas se contenter d'un logo pour lancer ses supports de communication : print, web, mailing... ?
Nous vous expliquerons ce qui se cache derrière ces documents de référence, quelle est leur utilité, et comment procéder pour les mettre en place. Et partagerons avec vous quelques retours d'expérience sur ce type de projet, qui soulève souvent des questions plus larges et complexes dans l'entreprise : tout le monde est-il aligné sur la vision ? La stratégie de déveveloppement est-elle validée ? Le positionnement de l'entreprise est-il clair ? Les valeurs reflètent-elles une réalité ?
A presentation on the importance of good visual communication in small business graphic logo design.
Throughout these slides we will look at examples of bad design and explore how to avoid making the classic mistakes.
We end by showing how we work and what we can do for you.
Ilkeston Web Design is a band of designers and programmers operating in the Derby and Nottingham areas of the East Midlands.
If you
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
How to brand yourself and get your freelancing business out of the garageApprove Me
People looking to hire a freelancer are put into the same position; they don’t have time to individually examine each qualified person for an extended period of time. They’re going to pick the one who stands out the most.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
No-Nonsense Logo Design Tips For Small Business OwnersDesignMantic
Logo design is the first steps towards building a brand for a small business. For those not familiar with design, designing a brand identity from scratch could be challenging. But it doesn't need to be that difficult.
But it does not need to be difficult. With so much information on the web, every business owner can become a designer. However, it takes hardwork to sift through all the information on the Web and find what is essential.
To make it simple for newbie small business owners, we have put together a list of logo design tips for small business owners to help them get started immediately.
3 simple steps to create your company logo - An essential guide for entrepren...Nishchal Par
This is a short guide that will help entrepreneurs and start ups to design a professional and versatile logo investing little time and with little or no money.
Many companies during their annual meetings require their speakers to follow presentation guidelines supposed to be submitted in advance, that will be both displayed and printed as handouts. These presentations are supposed to serve both as projected visuals and as stand-alone document… do actually nothing properly! How would it be possible to do efficient presentations and efficient handouts ?
A logo is often a company's first impression, one that can impact a customer's brand perception, purchase decisions and overall attitude towards a product.
Logo design tutorials for adobe photoshop and illustratorMaxim Logoswish
It is the business logo that opens a business to the outside world. Companies that are represented with high quality logos are more popular among customers than the ones without them. This is why custom logos are so popular and every company these days is inclined to create inspiring custom logos. Once a good logo is developed, a company will display its logo in every possible instance. Once it becomes popular, most customers never look at the manufacturer’s name once they see the particular logo. Such is the power of a well designed logo.
Why Outsourcing Graphic Design Projects is the Next Big Thing?Rahul Aggarwal
Design Studios, Brand Consultants, Ad Agencies, Printing Firms, Digital Marketers etc. can grow their businesses manyfold by outsourcing their graphic design projects to Designhill, one of the world's largest graphic design marketplace. With over 25,000+ professional designers, Designhill provides a secure, risk-free and affordable solution for such business to source high quality designs.
This presentation outlines the various difficulties, frustrations and challenges faced by creative agencies and highlights how Designhill can help overcome them.
Top 10 logo design trends 2017 (updated)The Crowder
We strongly believe that a well-crafted logo is about building something that can impress, captivate and engage an audience. A great logo is one that customers will immediately recognize and connect with as well as clearly convey the message of the business.
With that said here are some of the design trends we see taking over for 2017
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?Concept Image
La plateforme de marque et l’identité visuelle sont les deux composantes clés dans la création d’une marque ou son positionnement. Elles sont indispensables pour créer une marque forte et pérenne.
Qu'est-ce qu'une plateforme de marque ? Quel est l'intérêt d'en créer une pour votre entreprise ? Pourquoi créer une identité visuelle ? Ne peut on pas se contenter d'un logo pour lancer ses supports de communication : print, web, mailing... ?
Nous vous expliquerons ce qui se cache derrière ces documents de référence, quelle est leur utilité, et comment procéder pour les mettre en place. Et partagerons avec vous quelques retours d'expérience sur ce type de projet, qui soulève souvent des questions plus larges et complexes dans l'entreprise : tout le monde est-il aligné sur la vision ? La stratégie de déveveloppement est-elle validée ? Le positionnement de l'entreprise est-il clair ? Les valeurs reflètent-elles une réalité ?
A presentation on the importance of good visual communication in small business graphic logo design.
Throughout these slides we will look at examples of bad design and explore how to avoid making the classic mistakes.
We end by showing how we work and what we can do for you.
Ilkeston Web Design is a band of designers and programmers operating in the Derby and Nottingham areas of the East Midlands.
If you
Entrepreneur's guide to building a memorable startup brandIryna Nezhynska
This guide is my contribution to the global startup community.
The goal: to change the overall early business’s mindset that branding is “always a long and expensive process that is available for big companies only”. It used to be, but it is no longer a truth. Moreover I wanted to remind startups that in the era of product overload, your success depends on how people will perceive you and what emotions will turn them into your customers.
That is why I created this step-by-step guide to building a Minimum Viable Brand for startups. It will help you to create product that people will love.
How to brand yourself and get your freelancing business out of the garageApprove Me
People looking to hire a freelancer are put into the same position; they don’t have time to individually examine each qualified person for an extended period of time. They’re going to pick the one who stands out the most.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Full Brain Marketing: What is a Brand? 11.4.10EXHIB-IT!
What is a brand? This presentation answers that questions with case studies on successful brands as well as helpful information to help build your brand.
Product Management Class for Digital StartupsMiet Claes
Practical tips and inspiration for how to manage your digital product, for the selected startups at Idealabs 2016.
Course Material:
Creating Personas + Template
http://miet.be/why-personas-haunt-your-company-and-how-to-ghost-bust-their-ass-free-template/
Feature Spec Template
https://docs.google.com/document/d/1nNDnzc4c3LWz5Dlh8jFCMApY6CQ_s8I23c3ej11E2mg/edit?usp=sharing
Big Bertha Template
https://docs.google.com/spreadsheets/d/1fwm4segHofoPzzG5BYzJOAb2gfpggCNx4rZWzwA7iO4/edit?usp=sharing
Bug Reporting Checklist
https://docs.google.com/document/d/1of8cpDEC4sZMr3FK3O-OaBemppqi55IGS2Qus3n-H9c/edit?usp=sharing
Through this ebook, you can learn how to strengthen your brand, build the best website for your business, and optimize your site to make it easier for people to discover on Google.
Your non-profit's brand is more than your logo. It has to do with your members and stakeholders' experiences with and recognition of your organization.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
If you own a company or a brand, you need to get a unique logo for marketing and branding purposes. Believe it or not, but a logo designed correctly can make or break your brand and its image. The key to creating a great logo is a flawless design. So, we have curated all the steps you need to follow in order to come up with a logo that your brand deserves
A strategic instigation around What is a brand & what is brand building and most importantly why it makes business sense to build a brand...
An instigation, which does not cover all the advantages, but a poignant few which hopefully help convince you about the power of brand and the need to undertake brand building!
Stories are great tools that allow people to connect with and assign value to a message or idea. Telling stories about the brands we market is at the core of what we do as impactful communicators. We spend most of our time trying to protect the frame that others attempt to put around our organizations. In this white paper, Ryan Schulz (Director, Brand) discusses how to create a truly differentiated brand - an unbreakable frame - built from the consistent use of identity and character across all communication channels.
Your personal brand is a representation of you and your work.
Personal branding is about how people perceive you and what they think when they hear your name. It’s becoming increasingly important that your personal image fits into a brand that appeals to potential customers, industry followers and other brands in your space.
In this guide, we’ll go over 10 ways to build a strong personal brand so you can build your career and company online.
✅ Create an attractive, professional-looking website and blog
✅ Make a personal logo that is unique to you
✅ Develop your own voice – don’t copy what other people are saying
✅ Be consistent with the way you present yourself on social media
✅ Stay up-to-date with industry trends so you’re always in the know
✅ Create an attractive, professional-looking website and blog
✅ Collaborate with other brands
✅ Maintain a tight focus
✅ Manage your expectations
✅ Tell stories
¿Sabías que no es lo mismo un Manual de Marca y un Brand Book?
Hoy tenemos la intención de definirlos claramente y diferenciarlos.
Aunque ambos son elementos que se utilizan para comunicar y transmitir el universo de una Marca es importante establecer sus diferencias.
¿Conocías la diferencia entre un Brand Guideline y un Brand Book?
LA VACA PÚRPURA - SETH GODIN
“Sabe a pollo” no es un cumplido”
“Ya nadie se ríe de los chistes viejos”
MAX GODIN
Es usted un consumidor post-consumista. Tiene todo lo que necesita, y casi todo lo que quiere, menos
tiempo.
“El marketing es demasiado importante para dejarlo en manos del departamento de marketing”
DAVID PACKARD
“Todo lo que se podía inventar, ya se ha inventado”.
CHARLES H. DUELL, 1899. Delegado de patentes de EE. UU.
30 IDEAS SOBRE LAS IDEAS
Un libro divertido que habla sobre las ideas
de forma sencilla y busca inspirar
a estudiantes de publicidad y diseño,
a la gente que vive de las ideas
o a cualquiera interesado en los procesos
para generarlas y para encontrar
las mejores soluciones a cualquier problema.
Escribir para la red | Reflexiones sobre la nueva (y vieja) escritura informa...JORGE HERNAN GUTIERREZ
Escribir para la red | Reflexiones sobre la nueva (y vieja) escritura informativa ‘online’.
E
scribir bien en internet no solo es cuestión de arte y técnica. También se
necesita una buena dosis de sentido común. Como lectores, muchas veces
tropezamos con textos llenos de desatinos que nos exasperan. En esos
casos, pensamos: “¿Cómo es posible que el autor no haya corregido esta
piia? ¿Acaso la habrá escrito a propósito?”. En los textos de internet resultan
especialmente habituales ciertos errores toscos de escritura. Reunimos algunos,
para que no los cometas tú.
Hablar de coberturas periodísticas con ayuda de
redes sociales no es una novedad hoy en día, al
menos en la gran mayoría de medios digitales
de comunicación. El diario online, portal de informaciones
o sitio web de noticias que consultas a diario
digitando su dirección en el browser de tu navegador probablemente
tiene una página de fans en Facebook y una o más
cuentas de Twitter retransmitiendo sus contenidos a través
de dicha plataforma y complementando su cobertura informativa
durante las 24 horas del día (en el escenario ideal).
“Mi propósito es ilustrar la historia del cine mucho más que su actualidad (…), tratar de precisar lo mejor posible el origen y el primer uso de tal o cual efecto del lenguaje visual y sonoro, y dar ejemplos seleccionados de los clásicos de la cinematografía” (Marcel Martin). Por medio de este libro, Marcel Martin, analiza con gran rigor las películas más importantes explicando todos aquellos componentes que las han convertido en obras de arte imperecederas.
101 Filmmaking Tips & Tricks: a FREE Filmmaking eBook.
We’re giving away a FREE moviemaking eBook! It’s a fantastic resource for anyone interested in breaking into the film and video industry. Here’s how to get it.
Libro ContraPublicidad - Conume Hasta Morir.
El homo economicus llegó a la carrera evolutiva
con mucho pelo y diciendo “Compro, compro”,
pero todavía tenía en cuenta la relación calidad-precio.
¿Es necesario seguir publicando libros? Parece obvio que redactar textos, dirigidos
o no a verse publicados en este formato, se ha convertido en una sólida tendencia,
basta ver la proliferación de contenidos digitales que habitan la Red. También resulta
constatable el hecho de que nunca antes se han publicado tantos libros. Y a
pesar de ello, la pregunta que abre esta introducción sigue resonando en mi cabeza.
PERIODISMO EN LA WEB, Lenguajes y Herramientas de la Narrativa DigtialJORGE HERNAN GUTIERREZ
Las reflexiones de este libro surgen de un proyecto subsidiado
por la Secretaría de Ciencia y Técnica de la Universidad
Nacional de Córdoba, Argentina. La investigación –basada en
otras precedentes- continúa analizando el impacto de internet
sobre las prácticas tradicionales de periodistas y Comunicadores
Sociales en general. En el mundo vertiginoso y sobreinformado
en el que vivimos, en esta sociedad líquida (Bauman), es imposible
predecir futuros alcances de la red de redes; sin embargo,
a través de trabajos como éste, intentamos presentar una visión
de algunas de sus tendencias y compartir lo que sabemos pues
lo hemos estudiado y aplicado.
Este Manual pretende dar a conocer las características y forma de proceder en la práctica cotidiana de los profesionales del diseño y servir de guía para los que se inician en esta actividad.
El packaging es la técnica por la cual un producto
se envuelve o protege para su almacenaje,
distribución y venta. Pero para un experto en comunicación, el packaging es mucho más: es una oportunidad única
para establecer o mantener una relación con el cliente.
La fotografía nocturna es una disciplina temática ya que no hace falta ningún elemento específico para conseguirla, pero a su vez, muy técnica en la que influyen numerosos factores que deberemos tener en cuenta para conseguir una buena imagen de calidad. Debido a la ausencia de luz, los automatismos de nuestros equipos pasan a un segundo plano o simplemente no funcionan, y seremos nosotros con nuestros conocimientos los que le saquemos el máximo partido a nuestras cámaras.
Una entidad, sea una empresa o una institución, necesita una razón de ser. Un nombre. Este es el comienzo de todo. Este nombre debe ser atractivo y capaz de permanecer en la mente del receptor. Para cumplir este objetivo, se emplean
una serie de herramientas visuales y psicológicas que pretenden incidir en el subconsciente del receptor, provocando el recuerdo y el consiguiente deseo por la marca, la deseada fidelización...
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
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2. i. INTRODUCTION: THE KEY ROLE OF BRAND IDENTITY 3
4
Handbook: 10 Steps to Crafting a
Powerful Brand Identity
TABLE OF CONTENTS
1 GET EXISTENTIAL: KNOW THYSELF AND YOUR WHY 4
2 TELL YOUR STORY: CONSTRUCT YOUR BRAND NARRATIVE 5
3 PART OF A WHOLE: BRAND ASSETS LIVE IN AN ECOSYSTEM 7
4 FONTS ARE FUN: CHOOSE THE RIGHT TYPOGRAPHY 9
5 GET CREATIVE: DESIGN YOUR LOGO IN BLACK AND WHITE 11
6 LIFE IN TECHNICOLOR: CHOOSE YOUR COLOR PALETTE 14
7 DESIGN FOR ALL: ACCESSIBILITY TEST EVERYTHING! 16
8 THE BRAND BOOK PDF IS DEAD: GET GUIDELINES ONLINE 17
9 BREAK DOWN THE SILOS: BRING ON THE DSM! 19
10 BUILDING TEMPLATES: DIY DOESN’T MEAN GOING ROGUE 20
HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 2
3. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 3
Like a bad haircut, a flawed or inconsistent brand identity is hard to live with,
and impossible to ignore. It's there every time you look in the mirror. Fortunately,
a bad haircut can be hidden by a hat or scarf. But for bad brands in a competitive
marketplace, there's nowhere to hide.
In such cases, design and brand teams are
reduced to the role of “brand police," forced to
monitor and correct misuse by colleagues
instead of crafting and projecting the true
story of the brand.
My name is Lily Maley and I’ve been in this role
for most of my career. I've worked in Market-
ing, Design, Brand, and tech strategy for nearly
12 years. I spent nearly five years at a large tech
company where I was Global Director of Cre-
ative and Brand. I lived brand strategy and
implementation day in and day out; I had the
nightmares that sometimes turned into reali-
ties of people going rogue and creating their
own DIY brand catastrophes. I joined the team
here because I’m passionate about Visme’s
capability as a brand management and
design platform.
Too often, the process of creating and imple-
menting the brand is short-sighted. Many
companies focus on designing an aesthetically
pleasing logo and picking fonts and colors—
yet they ignore the larger strategic opportu-
nity a powerful brand identity represents to
an organization.
Whether you’re a one-person startup or a cor-
porate enterprise, it’s worth taking a deeper
look at the WHY and WHO of your core identity
before you move on to the WHAT of individual
brand assets.
Brand identity is anything but trivial: It's one
of the most important business decisions
you'll make. Brand encompasses your organi-
zation’s story, values, personality, priorities, and
mission. It differentiates you from the compe-
tition. It identifies you to the world at large.
Marty Neumeier, one of the most important
thought leaders in brand strategy today
defines brand this way: It is "a perception, a
gut feeling of a customer about a product,
service or organization. It lives in their minds.”
Brand, in other words, is not limited to your
visual identity. Brand is visual, but it's also the
words, ideas and values you choose to project
to the world—the non-visual elements a brand
strategist needs to truly tell the story of
the brand.
Introduction
4. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 4
Brand identity begins with a group discussion and consensus
about what your company stands for and its mission.
Early on, bring multiple stakeholders to the
table to candidly discuss what your company
represents and what makes it unique. What is
your vision of the future? At Visme, the mission
is “to empower anyone to easily visualize their
ideas and to engage with concepts in the form
of presentations, infographics, graphics, and
other visual formats.” What are your organiza-
tion’s goals and mission? If you haven't already,
draft an organizational mission statement,
values statement and goals summary.
Next, do market research to understand your
customers and the competition. In order to
brand yourself effectively, you need to know
what others are currently doing so you are
crafting a brand in the context of the indus-
try's marketplace.
Questions to Ask:
• Who else is out there and what are they
doing?
• How is your brand different?
• What value proposition differentiates you
from your competition?
• Why would a customer choose your brand
over another?
Once you've answered these fundamental
questions, you're ready to build your brand
identity around what you've learned.
Step 1: Get Existential and Know Thyself
5. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 5
Your brand narrative is a relatively short overview of what your brand is,
what it stands for and why the organization exists.
It’s similar to an elevator pitch except that it doesn’t actually explain what the company
does. A brand narrative answers why your company was created, which problems it
attempts to solve and for whom.
Step 2: Construct Your Brand Narrative
Set up a brainstorming session with your
communications and marketing team to
help identify the personas of your
customers. I recommend using a tool
such as this guide to creating customer
personas developed by the Content
Marketing Institure
View The Persona Overview
Create Brand Personas
Once you've done that, think about what
brand personality would appeal to these
types of people. Within that context, you
can begin to outline the personality
and voice (style of communication) your
organization’s brand embodies.
Consider Personality
6. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 6
If you’re looking for inspiration, I recommend you watch one of the most
important TED talks of all time, Simon Sinek’s concept of “Start With Why.”
At this point, draft a short, para-
graph-long summary of your
brand narrative that describes
yourpersonality.Init,trytoanswer
the question “Why does my orga-
nization exist?” Some well-known
examples can be found here:
Brand Narrative Examples
Another noteworthy example:
GoPro created a video-based
brand story to connect with their
customers.
"Our organization exists to..."
Begin With:
7. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 7
Many people think of a brand as just a logo and colors, but that couldn’t be
further from the truth.
Your brand encompasses many components, and you need to think about how these assets
contribute to a core identity in line with your narrative. Brand assets aren’t stand-alone elements;
they are a whole set of interdependent pieces. Think about how the following might be
approached as a whole ecosystem within your brand story:
Step 3: Think of Brand Assets as an Ecosystem
8. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 8
These pieces are all components in the living and evolving organism of your
brand. These assets need to originate with, and contribute to, the brand narrative
that you constructed in step one.
As your organization grows and changes, your brand as a whole may change along with it. Ideally
though, with good strategy, it should always go back to the same brand narrative of “why.”
9. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 9
Step 4: Choose the Right Typography
Typography and how you approach the styling of text are key
components in how a brand feels to an audience.
In building a brand identity, some designers
start with a color palette, then a logo and
then typography. I recommend starting with
fonts, since typography relates so closely to a
brand's personality and often lends a contri-
bution in logo design.
This doesn’t mean you have to define all the
heading sizes and type styles, but starting
with a body text font and an accent/header
font can be an effective jumping-off point for
creativity. These pieces all greatly influence
each other, so they often work hand-in-hand
and require further refinement as the brand
identity takes shape.
Typography Basics:
• For a great overview of typography and fonts,
check out this article by DesignLab:
How to Choose the Right
Font for Your Design
• If your company is primarily based online, you
should also be aware of desktop/print fonts
vs. webfonts. Many pre-web fonts were pri-
marily designed for print usage.
• Perhaps the easiest way to pick fonts if you’re
not married to one particular specimen is
to use Google Fonts, which will give you
915 options.
Google's Open-Source Font
Library Can Be Found Here
• Google Fonts are easy to use and adaptable,
and you will never have to worry about the
font licensing issues that haunted designers
pre-2010.
CrowdSpring's Font
Law Licensing Overview
Visme's Guide to Elegant Free Fonts
10. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 10
Some brands continue to use licensed, as opposed to open-source, fonts. I will
warn you that it may make your life as a brand advocate more difficult,
especially as you deal with a growing organization in terms of employees.
For more inspiration and combinations using Google fonts, check out
Reliable PSD's resource on font pairings and combinations:
Ultimate Google
Font Pairings
SOME COMMON TYPE CLASSIFICATIONS
Sans Serifs
Letters without the small
projecting features at the ends
of lines
Geometric: Influenced by geo-
metric shapes and originating in
the 1920s Art Deco movement,
these letterforms use strong
angles, feel very rounded and
modern, and are typically less
readable for body text at smaller
sizes.
Humanist:Humanist sans serifs
(there are also humanist serifs,
which can also be called "old
style" as I've called them to the
right) have closer ties to hand-
written calligraphy and feel less
artificial and cold than many
other serifs. They resemble more
closely the way a person typically
would write letters by hand.
Serifs
Letters with the small projecting
features at the ends of lines
Old Style: Also called "humanist
serifs", these typefaces are based
on some of the earliest forms of
typesetting. The letterforms are
based on pen-drawn strokes and
have less contrast between thick
and thin strokes as we find in
other serifs.
Transitional:Pioneered by John
Baskerville in the 18th c., these
typefaces introduced a slightly
higher contrast between thick
and thinner strokes and a curved
serif made possible by new tech-
niques. These typefaces were
often optimized for ink to not pool
while drying, and were used heav-
ily in print.
More Distinctive Serifs
Letters with the small
projecting features at the ends
of lines
Didone: Also known as "didot",
"neoclassical", or "modern", these
19th c. architectural typefaces
have high contrast of thin and
thick strokes. Flamboyant and
meticulously constructed,
didone frequently suggest high
fashion or luxury brands.
Slab Serifs:Slab Serifs, also dat-
ing to the 19th c., are the polar
opposite of Didone. Highly read-
able for display, these letterforms
have a uniform weight. Often,
slab serifs simply appear to be a
sans serif with an extra stroke.
These typefaces have strong but
diverse personalities and can be
fun to play with.
Read: Visme's Guide to Font Pairing
11. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 11
The most recognizable and unique brand asset is your logo.
Logo design, once you have chosen a type family, comes as a natural next step to me. Complet-
ing those first few mockups is daunting, but when you start to sketch and lay out ideas, things
often come a lot quicker than you might think! I prefer to start in B&W or grayscale so I can
compare my ideas without adding the extra variable of color. Plus, you'll know exactly how your
logo will look when reversed on a dark background, which is very important for almost every
brand out there.
There are five "core" types of logo designs that you should be aware of:
Step 5: Design Your Logo in Black and White
BRANDMARK
COMBINATIONEMBLEM
LETTERMARKWORDMARK
12. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 12
Types of Logos:
Essentially, this is a logo laid out in type. A
wordmark can be either a short name (ie,
eBay) or a longer professional name (ie, a
namedlawpractice).Thisworkswellwhen
the name of the company is particularly
pithy or speaks to the nature of the
business (eBay) or when the name of the
business is particularly relevant to its
status within the industry such as law
practices.
Also known as an "iconic" logo, this is a
symbol that itself represents a company.
Often,companiesliketohaveabrandmark,
which is a standalone image or depiction
of an object/animal/plant/person, etc. A
true brandmark is iconic (ie, Apple), but
many less recognizable companies will
use it in combination with a wordmark.
Wordmark
Brandmark
Sometimes also known as a monogram,
this can either be a treatment of the first
letter of a business (ie, McDonald's) or an
acronym by which the organization is
known (ie, HP) that stands for something
longer. A lettermark can be used by itself
once the brand is recognizable, but it’s
often used in combination with a
wordmarkwhenthenameofthebusiness
still needs to be identified.
Lettermark
Example: Dunkin (RIP Donuts)
Example: Weight Watchers
Example: Chrome
13. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 13
Some designers avoid this type of logo,
but it’s come raging back in the past
couple of years with the hipster trend, and
I’ve seen these requested more. This is the
retro-style crest, woodcut or shaped-word
style (think Jack Daniel’s, Starbucks or
“that local craft beer company nearby”)
that may or may not have an “Est. 1901” or
a Latin motto.
Emblem
Most small business logos fall into this
category. This is any combination of the
above pieces (think Burger King, Adobe, or
Microsoft) designed to marry a lettermark
or brandmark with the name of the
company. Sometimes, the lettermark or
brand mark may be used on its own for app
icons, favicons, etc.
Example: Harvard
Example: Slack
To begin creating your logo, here are some questions you should always ask:
• Should this logo be primarily oriented as horizon-
tal (ie, at the top of a website on a nav bar) or as
a square (ie, more for social media, an app icon,
printing, or product packaging)?
• What type of logo should it be? Is this business
well-known enough to go only by a brand mark
or should it be a combination? Which type of logo
speaks to the narrative?
• Is there some sort of brand mark that might be
applicable to this brand, in terms of an object, an
animal or an ideal?
• Is there any visual that speaks to the narrative
developed or to the goals and mission of the
company? This is particularly relevant for a non-
profit organization. For example, an LGBTQ orga-
nization might include a rainbow or a Christian
organization might include a cross or dove.
• Typographically, should this tie in with the type-
face(s) chosen above? Or should this be a com-
pletely different typographic application?
(although hopefully, it looks good with the type
selected above or else we might need to revisit
the last step)
Combination
Types of Logos:
Visme's Logo Brainstorming Tips
14. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 14
The color palette is so closely tied in with the brand narrative, typography
and logo design that I often leave it until last so that I can best put it in
context of the direction the elements are going.
Look at all the personality that color can bring to your brand:
Step 6: Identify Your Color Palette
15. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 15
I typically choose between four and six “primary brand colors”
and often also use those colors in tints.
One of my favorite resources is to use Coolors.co to lay out my palette, making sure to have a mix
of dark, bright/accent, and pale colors that look good together.
It's important to think about not only how these colors look as a palette but also how they’re
used in context. Try laying out a page or some sort of design in the colors; it will help you get
perspective about possible uses. I always try playing around with the colors in a real design, to
see if they work in context. Another thing that's key is thinking about other places that are going
to have to adapt the brand palette. Make sure to be thinking about your greyscales and planning
a dark base color for body text and accent “almost-white-but-actually-not” for web and UI use,
as well.
When you finally have a palette in mind that you like, take it back to your B &W logo and
see how it looks!
Coolors.co has Palette-inspiring magic!
Visme's Color Psychology Guide
16. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 16
Don’t make accessibility an afterthought. In many cases, it’s not just best
practice, it can get a business seriously fined or denied contracts. Section 508
Compliance and WCAG Accessibility are not a joke, and every designer working
in the market right now needs to know what those are and how they work.
If you need to learn more, here’s a great 45 min
course that will explain everything:
Free Accessibility Course From Skillshare
What You Need To
Know As A Designer:
Video Accessibility
If your company is releasing video content, you
need to make it accessible with subtitles. You-
Tube offers this service for free within the plat-
form, but I also recommend you check out
Amara if you’re producing cross-platform
video content.
Amara Accessibility Video Dubbing Tool
Color Blindness Check
You should try running your logo and major
content pieces on a color-blindness simulator
to make sure it’s readable and clear for those
with color blindness. According to Colour-
blindawareness.org, around 4.5 percent of the
population has some form of color blindness,
so it has common incidence and designers
need to be aware of how to best plan for it.
Color Blindness Simulation Tool
Contrast Ratios
It's critical to check your color contrast ratios
for things like button backgrounds, use of col-
ors together, etc. If you are envisioning an
amazing accent color for call-to-action but-
tons, please make sure that it’s WCAG compli-
ant. I ran into this with the accent “action”
orange the executive team loved, which also
happened to be entirely unsuitable for creat-
ing accessible buttons on websites.
Free Color Review Contrast Ratio Tool
For example: they’ve since fixed it, but one of
my FAVORITE companies, Airtable, at one
point had very sad contrast ratio (see image).
Dyslexia Accessibility
For helping dyslexic users better process your
content, there’s a fantastic font that you may
consider offering via a setting if you have an
app, a lot of long-form text or if you ever get a
request for it.
Open Dyslexic Free Font
Thinking proactively about these issues will
make you a better user-centric designer, and
make for a better company overall.
Step 7: Accessibility Test EVERYTHING!
17. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 17
Long live the web-based Brand Hub! If you’re still using a PDF as a Brafnd Book
within a larger organization, you will be haunted by old copies o this PDF for the
next decade.
As a head of brand at a previous orga-
nization, I made a feature-rich brand
portal with Wordpress with a custom
subdomain. You can also use a robust,
paid option like Frontif y or
Brandfolder.
You can even make one in Visme via
our Publish to Web feature or embed it
as HTML 5 on your site. That way, when
people visit the link, they always know
it’s the current version. You don’t have
to worry about what Flora over in
accounting has saved on her 1999-era
laptop that may or may not contain
Comic Sans.
What your Brand Hub
should contain:
• Your brand narrative, guidelines for tone
and company history, if applicable
• Boilerplate/elevator speech for how to
describe the company
• Your logo for both light and dark back-
grounds (with downloadable versions)
• Guidelines for logo usage (giving it plenty
of space from elements around it, not
manipulating or changing it in any way)
• Fonts (with downloadable versions) and
specified typefaces (size, color, style) for
different heading sizes and body copy
• Palette of both primary brand colors, tints
and greyscale (include HEX values, RGB,
CMYK, and Pantone if necessary)
• Guide on how to use imagery, illustration,
iconography
• Ideal call-to-action button look and feel
• Links to core brand templates
• Contact info for VP Brand, Creative Direc-
tor, or another brand point of contact
Step 8: The Brand Book PDF Is Dead Dead
18. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 18
It's 2019 and the innovation of "design systems" are bridging the gap between
brand design and UX (user experience) designers and developers. Combining the
traditional brand guidelines elements with development's web-based components
called "pattern libraries," DSM (Design System Management) is a hybrid brand
guidelines meets development how-to-style manual, and has been the new
acronym everyone seems to be talking about with respect to the next stage of
brand strategy.
A design system doesn't just tell you what the brand should look like, it provides the already
branded components of development code in modules. Just like lego blocks from the same set,
the pieces are ready to go, be repurposed, and fit together in new ways. Both brand design and
ux design collaborate with development teams on building design systems, and until recently
was the realm only of the large enterprise with a small army of designers and developers.
Google pioneered the concept in 2014 with its Material Design Library, soon widely adopted in
apps worldwide. In the past few years, other large companies such as IBM (Carbon, pictured
below)) and Airbnb (Design Language System) followed suit.
Now, it’s all fine and good for Google, IBM and Airbnb with teams of hundreds of designers.But,
how can smaller design & UX teams build such a thing? Lucid (paid) and Adele (open-source)
started the adventure, but now InVision, the go-to UX prototyping platform, has launched their
new DSM tool and sample library, making things much simpler to implement and integrate, even
for smaller-scale teams.
Step 9: Bring on the Design System!
19. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 19
From InVision's Marci Pasenello, Lead Project Manager of the new
Design System Management tool:
“Creating a design system in DSM allows various stakeholders to centralize assets and doc-
umentation into a single, centralized place. This enables an organization to create a shared
language and identity across functions, business units, product lines, and sub-brands. Ulti-
mately, this results in a shared sense of ownership over the brand's consistency, differentiated
qualities, and overall integrity.”
So, if you have a UX and front-end team, see if they want to team up and create not only brand
guidelines for the rest of the world, but also for the dev team. Creating a DSM is the ultimate way
to cement your visual identity between brand and UX, especially if you are building a software-
or app-based product.
From this...to this!
20. HANDBOOK: 10 STEPS TO CRAFTING A POWERFUL BRAND IDENTITY 20
#1
People will continue to DIY their own stuff or enlist their niece “who is taking a design class in
college” or otherwise create things that are completely off-brand and awful if you don’t give
them a way to create their own on-brand visual content.
#2
If you provide an easily accessible brand portal (think subdomain or “xyz.com/brandguide ) as
the “stick” along with some tools that they can use (imagery, icons, branded templates) as the
“carrot”, they will remember that both exist a lot more readily, because they’ll be using both
regularly.
This is especially relevant to global organizations. The larger the organization and the
further the spread of offices, the more off-the-rails things seem to become.
If you build it, they will come. “It,” in this case, means
a full library of on-brand templates that they can
access and use to bring out the best in your brand.
Not sure how to put that into practice? You can easily
create a branded template library with multi-user
access in Visme.
The bottom line is that if you give your colleagues/
employees plenty of resources to use in their daily
lives, they’re more likely to think of you less as “brand
police” and more as “helpful brand friends.” Instead of
constantly imposing “brand rules” on them and cor-
recting flaws and inconsistency, you’ll be empowering
them with the creative tools they need to do their best
work.
Check out how Visme can help you create an on-brand
library of templates, icons, typography, and more and
make it easier for different teams to collaborate and
create a powerful brand as a team.
Now that you have your brand identity locked down for yourself,
you need to make sure that other people know how to use it.
Enter: Brand Management Platform!
In my years playing corporate brand police, I have found two universal brand
management truths in life:
Step 10: Templates & Communication
How to Set Up Your Brand Assets and Templates In Visme!