SlideShare a Scribd company logo
Put Design to Work to Build your Brand and
        Accelerate your Marketing
Design Intelligence

  The brains behind the beauty.
  (Gorgeous is great, but not enough!)
The cluttered environment

  The “Attention Economy” throws too many
  choices at us.
  We rely on brands to help us make choices.
Brands that excel through design
Definition of “Brand”

o  A brand is NOT a logo
o  A brand IS:
  A person’s perception of a product, service,
  experience or organization.
“Charismatic Brand”

   A charismatic brand forms a relationship, it doesn’t
  just grab attention.
  It's any product, service or company for which
  people believe there's no substitute.
  Any brand can be charismatic — even yours!
Brands with “tribes” of brand loyalists
Key ingredients for getting the brand
strategy right:

o  clear vision and mission
o  nail your positioning
o  a strong visual identity that reflects your brand
   personality
o  clear and consistent messaging that makes the
   emotional connection
You must understand the market

o  Brands help people make connections and deal
   with an overwhelming number of options by
   making clear promises and building trust.
o  People relate to brands with human qualities.
o  What brand personality attributes are authentic to
   your brand?
…to make a connection

  Alignment between the target market’s
 needs and desires
 +
 the expression of an authentic brand personality
 =
 connection with your brand.
Use creativity to develop break-
through solutions and differentiate.

 “Innovation is what gives brands traction in the
  marketplace.”              
  – Marty Neumeier
how design adds to the bottom line

   As a differentiator, design often contributes
  to brands that are leaders. These brands
  can realize greater profit margins than their
  competitors.
Pinkberry
Target
Your company can do it too!

   Some examples of companies like yours
  that have invested in design
  to accelerate their marketing.
before   after
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Logo
Put Design to Work to Build Your Brand and Accelerate your Marketing
Name, tagline and logo
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Logo and tagline
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
before   after
Put Design to Work to Build Your Brand and Accelerate your Marketing
Logo and tagline
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Logo and tagline
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Put Design to Work to Build Your Brand and Accelerate your Marketing
Track!

o  New sales opportunities
o  Referrals
o  Media exposure
o  Network growth
o  Leadership opportunities + peer recognition
o  More sales closed!
Checklist for marketing success:

o  Establish solid positioning
o  Develop a great visual brand and messaging
o  Target the right audience(s)
o  Select a smart mix of tools and activities
o  Stay committed
o  Track results
o  Reevaluate and make adjustments, expand
Any Questions?
Thank you!




        Brand • Identity • Collateral • Web
        Direct Mail • Social Media Strategy

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Put Design to Work to Build Your Brand and Accelerate your Marketing

  • 1. Put Design to Work to Build your Brand and Accelerate your Marketing
  • 2. Design Intelligence The brains behind the beauty. (Gorgeous is great, but not enough!)
  • 3. The cluttered environment The “Attention Economy” throws too many choices at us. We rely on brands to help us make choices.
  • 4. Brands that excel through design
  • 5. Definition of “Brand” o  A brand is NOT a logo o  A brand IS: A person’s perception of a product, service, experience or organization.
  • 6. “Charismatic Brand” A charismatic brand forms a relationship, it doesn’t just grab attention. It's any product, service or company for which people believe there's no substitute. Any brand can be charismatic — even yours!
  • 7. Brands with “tribes” of brand loyalists
  • 8. Key ingredients for getting the brand strategy right: o  clear vision and mission o  nail your positioning o  a strong visual identity that reflects your brand personality o  clear and consistent messaging that makes the emotional connection
  • 9. You must understand the market o  Brands help people make connections and deal with an overwhelming number of options by making clear promises and building trust. o  People relate to brands with human qualities. o  What brand personality attributes are authentic to your brand?
  • 10. …to make a connection Alignment between the target market’s needs and desires + the expression of an authentic brand personality = connection with your brand.
  • 11. Use creativity to develop break- through solutions and differentiate. “Innovation is what gives brands traction in the marketplace.”               – Marty Neumeier
  • 12. how design adds to the bottom line As a differentiator, design often contributes to brands that are leaders. These brands can realize greater profit margins than their competitors.
  • 15. Your company can do it too! Some examples of companies like yours that have invested in design to accelerate their marketing.
  • 16. before after
  • 19. Logo
  • 27. before after
  • 42. Track! o  New sales opportunities o  Referrals o  Media exposure o  Network growth o  Leadership opportunities + peer recognition o  More sales closed!
  • 43. Checklist for marketing success: o  Establish solid positioning o  Develop a great visual brand and messaging o  Target the right audience(s) o  Select a smart mix of tools and activities o  Stay committed o  Track results o  Reevaluate and make adjustments, expand
  • 45. Thank you! Brand • Identity • Collateral • Web Direct Mail • Social Media Strategy