The document discusses why design is important, especially during an economic downturn. It notes that over half of major company marketing directors see a downturn as a good time to rebrand. A strong, cohesive brand establishes a consistent presence and communicates a company's value internally and externally. The document provides examples of branding work and argues that now is a good time to invest in design due to low costs and the ability to gain competitive advantages that will help in the future as the economy recovers. Consistency, cohesiveness and standing out from competitors are important.

1. Why Design?
Why Now?
Vicki Adjami :: Principal and Creative Director
Communication via Design :: www.cviad.com
Get Connected: Access to Sales and Marketing

2. Why Design?

3. “56% of marketing directors
of blue chip companies believe that a downturn
could be the best time strategically to rebrand.”
:: The Principle Group report; 250 marketing directors surveyed

4. What is a Brand?
An integrated experience
:: Externally
• engages with stakeholders in a consistent manner
• builds relationships and backs your company’s claims
• establishes a presence in the marketplace
• communicates value
:: Internally
• identifies who you are, the value of what you offer
and how you communicate that value
• shares and uses all marketing tools in smart,
interconnected ways
• has internal brand support!!!

5. What is a Brand?
Positioning statements Public relations
:: institutional/corporate :: traditional media
:: departmental • print, broadcast, television
:: product specific :: social media
• YouTube, Facebook,
Twitter
Logo
:: logomark
:: logotype Advertising
:: tagline :: print
:: online
:: broadcast

6. What is a Brand?
Websites Email promos
:: e-commerce :: HTML blasts
:: corporate :: press releases
:: micro sites :: e-newsletters
Print collateral Exhibits
:: sales kits :: tradeshow booths
:: flyers :: event and conference collateral
:: brochures :: point of purchase displays
:: stationery suite

7. Client Example :: Concentric Energy Advisors

8. :: Concentric Energy Advisors

9. :: Concentric Energy Advisors
:: Kit Folder

10. :: Concentric Energy Advisors
:: Corporate Brochure

11. :: Concentric Energy Advisors
:: Data Sheets

12. :: Concentric Energy Advisors
:: Website

13. What is a Brand?
Brand experience
:: sum of all points of contact with the brand
Brand image
:: symbolic construct created within the minds of people
:: symbolizes the brand’s differentiation from its competitors
:: information and expectations associated with a product or service
Brand recognition
:: a widely recognized brand in the marketplace

14. Client Example :: Kids In Distressed Situations

15. :: Kids In Distressed Situations
Brand strategy
Surveys and interviews
:: Agencies (internal)
:: Donor community (external)
:: Before
Positioning statement
Value propositions
:: To children and families
:: To service organizations
:: To donor community
Logo and tagline
Brand guidelines :: After

16. Branding by Design
Establish brand guidelines
:: positioning statement
:: logo usage
:: font usage
:: color palettes
Tools for control and consistency
:: standard fonts (default)
:: templates
:: images, video and audio library

17. Why Design?
Why Now?

18. Why Now?

19. “Successful companies do not
abandon their marketing strategies in a recession;
they adapt them.”
:: Professor John A. Quelch; Harvard Business School

20. Brands evolve…
Incremental changes
:: change components as needed
:: plan for continued change and growth
:: action occurs one step at a time
Ongoing upkeep
:: customer needs changes
:: economic realities
:: technological advances

21. …because marketing evolves
Internet usage
:: email blasts
:: social media
:: video story telling
:: mobile devices
Direct mail
:: more targeted database lists
:: ease of managing and customizing database lists
:: advantages of digital printing (with variable text!)

22. …because marketing evolves
Now relatively easy and inexpensive
:: email newsletters
:: Google AdWords
:: Google Alerts
Increase and measure your ROI
:: Google Analytics
:: custom website landing pages
:: make “call to action” obvious and easy

23. Client Example :: Communication via Design

24. :: Communication via Design

25. :: Communication via Design

26. Client Example :: Avistar Communications

27. :: Avistar Communications
:: Original Datasheet :: New Datasheet

28. :: Avistar Communications
:: HTML Email :: New Datasheet

29. “Smart design and photography
is more likely to stand apart from the email clutter
your customers are bombarded with…”
:: ConstantContact report “Finding Opportunity in a Down Economy”

30. “…it is also more likely to be forwarded.”
:: ConstantContact report “Finding Opportunity in a Down Economy”

31. Why Design?
Why Now?

32. Why Design?

33. consistency, consistency, consistency

34. cohesiveness, cohesiveness, cohesiveness

35. stand apart from your competition
and capture attention

36. Why Design?
Why Now?

37. Why Now?

38. It’s critical during a down economy
to increase your presence

39. It’s now relatively easy and inexpensive

40. It will position you to be
more
competitive now and in the future.

41. Why Design?
Why Now?
Vicki Adjami :: Principal and Creative Director
Communication via Design :: www.cviad.com
Get Connected: Access to Sales and Marketing