branding basics: make your business stand out
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Make Your Business Stand Out
Essential Branding Basics
Presented by
Bonnie HansonSherry Santamaria
March 24, 2011
2© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
What is a Brand?
It’s what you stand for
It’s the experience you provide
It lives in the minds of your customers
It’s more than “just” a logo
3© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
New Customers
4© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
Loyal Customers
5© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
More Sales
6© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
Employee Engagement
7© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Increased Business Value
Why Brand?
8© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Branding Your Business
Step 1: DEFINE what makes your business unique
Step 2: CREATE your brand and its elements
Step 3: LIVE and promote your brand consistently
9© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 1: Define Your Brand
Focus
Personality
Ideal Customer
Competitive Advantage
10© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Brand Positioning
How do I position my brand to
STAND OUT?
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Nutritious
Variety
Neighborhood
Friendly
Personal service
Easy parking
Bread
Fresh
Natural
Delicious
Homemade
Whole grains
Brand Communication
What should my brand communicate?
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CREATE your brand
Now that you’ve defined who you are…
13© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Select your company name
Choose company colors
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Step 2: Create Your Brand
Green health, freshness and serenity
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Step 2: Create Your Brand
Blue trustworthy, dependable, fiscally responsible and secure
16© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Red energy, excitement, passion and courage
17© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Select your company name
Choose company colors
Design a professional logo
18© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Select your company name
Choose company colors
Design a professional logo
Consider a slogan
19© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Importance of a logo
Makes you recognizable to your customers
Establishes credibility
Creates a professional appearance
Generates differentiation between you and your competition
Provides a memorable visual experience
Reflects what’s unique about YOUR business
20© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Over half (58%) of current logos were designed in-house or by an acquaintance
Deluxe for Business research, 2010
Who should design my logo?
Self/Employee,
42%
Online Design
Firm, 8%
Local Designer/ Firm, 30% Friend/
relative, 16%
Other, 5%
21© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
More likely in the future to outsource locally (44%) or online (22%)
Deluxe for Business research, 2010
Who should design my logo?
Online Design Firm,
22%
Local Designer/ Firm, 44%
Friend/ Relative, 12%
Self/ Employee,
20%Other, 3%
22© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Time for a Logo Refresh?
23© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Use a professional designer
Logo Best Practices
DO DON’T
24© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Keep it simple and memorable
Logo Best Practices
DO DON’T
25© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Avoid too many fonts & colors
Logo Best Practices
DO DON’T
26© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Must be scalable
Logo Best Practices
DO DON’T
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Should look good in Black & White
Logo Best Practices
DO DON’T
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Timeless not trendy
Logo Best Practices
DO DON’T
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Ability to disconnect images from text
Logo Best Practices
DO DON’T
30© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
LIVE your brand
Now that you’ve created your brand…
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Adopt your brand internally
Step 3: Live Your Brand
32© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 3: Live Your Brand
Promote your brand in every aspect of your business
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Your Brand in Action
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Socialize Your Brand
Custom Twitter Background
SmartPhone Wallpaper
Social Media Profile Image
35© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Branding - What’s In It For You?
New Customers
Loyal Customers
More Sales
Engaged Employees
Increase Business Value
36© 2011 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Thank You for joining!
Questions?
Presentation will be at slideshare.net/deluxecorp
Click here to download your Free Branding Checklist
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