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How to make sure your brand delivers the promise of your business
- 1. Design that works. How to make sure your brand delivers the promise of your business creogram.com
- 2. 2 creogram.com How to design a good logo?
- 3. 3 creogram.com Your logo says a lot about your business. It’s a critical first impression. When you have a poorly designed logo (or no logo), it suggests that you do not take your business seriously. Sometimes it’s nearly subconscious, yet the effect is powerful. Look around, can you find a top-tier company without a professionally designed logo?
- 5. 5 creogram.com Creogram Use your logo to illustrate your business’s key benefit. In our case it is the quality and precision of our work that increases the overall value of brands. In other words: every little pixel counts in the creation of your brand and you can see it clear only when looking at the whole.
- 7. 7 creogram.com Arrinera The logo should be distinctive and unique, just like the car it was designed for – the first Polish supercar, Arrinera Hussarya.
- 9. 9 creogram.com Silesion The logo should be simple and describable not to confuse the users of the news platform for which it was created.
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- 12. 12 creogram.com Silesion Scalable and versatile to work well on the buisness card, on the website and on the mobile app.
- 14. 14 creogram.com Invento The logo should be easily relatable to the core of your business and it should be based on a custom font.
- 16. 16 creogram.com Rallylab The logo should capture the essence of your business, like in the case of Rallylab – a racing car company - it is movement and speed.
- 19. 19 creogram.com Kreska The logo should be using the name in a clever way like in the case of our client whose name ”Kręska” translates into English as: ”line”, so we dropped the line in ”ę” and put it at the end of the logo, transformed into a real line.
- 21. 21 creogram.com And ”line” as in “eyeliner” is not far away from a mascara brush – the key element of the client’s life as a make-up artist.
- 23. 23 creogram.com Aero Investment To work well, your logo should relate to the style of your target audience. If the target group of your brand comprises of elegant gentlemen it would be best for your logo to be elegant and stylish as well.
- 25. 25 creogram.com MSZZ Your logo should be proportional and symmetric.
- 27. 27 creogram.com Bizzthink And finally: your logo should work well on various printed materials.
- 28. 28 creogram.com What do the most innovative companies in the world have in common?
- 29. 29 creogram.com They outperform the S&P businesses by 228%. They use design as an integrative resource to innovate more efficiently and successfully.
- 30. 30 Design centric organizations Apple Coca-Cola Ford IBM Intuit Nike Starbucks Target Walt Disney Whirlpool 5000$ JUN‘03 JUN‘09 JUN‘06 JUN‘12 DEC‘04 DEC‘10 DEC‘07 DEC‘13 DEC‘03 DEC‘09 DEC‘06 DEC‘12 JUN‘05 JUN‘11 JUN‘08 JUN‘04 JUN‘10 JUN‘07 JUN‘13 DEC‘05 DEC‘11 DEC‘08 15,000$ 25,000$ 40,000$ 10,000$ 20,000$ 35,000$ 30,000$ 45,000$ 228% D.INDEX S&P INDEX Dmi Design–centric index $39, 922. 89$17, 522. 15
- 31. 31 creogram.com The DMI Design Value Index, demonstrated that an unequivocal financial advantage is attributable to those that do dare to make design a priority. Do you remember those moments when you visited a site or downloaded an app and didn’t understand what it was, lost patience, or couldn’t find what you needed. In those cases we bail and go someplace else. That’s a big missed opportunity. That’s why it’s incredibly important for startups to understand that design is critical to their businesses. That...
- 32. 32 creogram.com Design is not just an option
- 33. 33 creogram.com If you look at some of the most successful businesses today like Apple, Google, and Facebook, and even some of the fast-growing, new startup success stories like Uber - they’re all design- oriented businesses. From end-to-end these companies are all incredibly meticulous and attentive to their user interface, their content, and the overall experience.
- 35. 35 creogram.com And this overall experience and how your product or service makes them feel is the basis of building your brand. With every experience they have with your brand you leave a footprint in your clients’ and investors’ minds.
- 36. 36 creogram.com Your brand is how you make them feel
- 37. 37 creogram.com
- 38. 38 creogram.com Do you remember your best experience with those brands? Do you know that to buy the products of these brands you rarely have to speak to a salesperson? The trust the brands built throughout the years of guaranteeing their customers best experiences is enough for us to buy their service without the help of any sales stuff.
- 39. 39 creogram.com
- 40. 40 creogram.com And you know what? Recent statistics say that by 2020, 85% of business communication is going to be managed without actually talking to a sales person. 85%. That’s a lot. Right?
- 41. Landing pages for special offers, downloads, promotions Your website is where all traffic should go Mobile optimised and responsive website provide a better experience for people on the go Press releases add celebrity and reach to your busi- ness, help generate awareness and leads Webinars (online seminars) are a simple way of getting sales leads Engage your audience on Facebook with updates, advice and promotions. Consider paid promotions for wider reach Social Media Strategy defines objectives and tools necessary to achieve them Local search if you want to drive people to your location Search Engine Optimisation helps users find your site Analytics to measure and monitor visitors’ behaviour on your site author: Paul Binkovsky Sign up forms for lead capture Marketing automation to increase efficiency PPC to target potential customers effectively Email marketing is the ultimate sales tool Create Google+ profile for your business Channel can feature training videos, client testimonials and product demos Sharing up the minute news and updates on Twitter Consider using hashtags to maximize reach Linkedin helps you to manage your professional relationship, grow your business network and connect with new partners
- 42. 42 creogram.com If you engage your potential client in a meaningful discussion about their needs and create a unique experience with your brand at all of these channels - you will not need to hire more salespeople but more account managers.
- 43. 43 creogram.com So taking into account that your potential customer will need to see your brand visuals at every touchpoint to differentiate you from your competition and the fact that we can measure the ROI of most of the channels…
- 44. 44 creogram.com high ability to track Email Search Online ads Website Direct mail Mobile ads & apps Traditional media Social Content marketing Event conferences Webinars low ability to track
- 45. 45 creogram.com It brings us to an obvious conclusion that there is a true value in high quality design. And that well crafted branding is fundamental. It’s basic. It’s the tool that safeguards the uniform quality of your product, credibility of your business and the quality of user experience.
- 46. 46 creogram.com What is branding anyway?
- 47. 47 creogram.com Visual Intangibles • Logo • Color scheme • Fonts • Marketing Materials • Website/blog design • Products and packaging • Social Media imagery • Photography and graphics • Business headshots Words • Social Media messaging • Voice, tone and style Copy • Mission, purpose and values • Brand promise • Slogan and tagline • Customer perception • Customer experience • Personality • Culture • Values
- 48. 48 creogram.com Brand design = creativity + strategy
- 49. 49 creogram.com So how do you get about this? If you have a wonderful product or service, you have a brilliant name, you’ve told your story a thousand times and you are simply ready to find investors and clients…
- 50. 50 creogram.com Translate your big idea into brand idea
- 51. 51 creogram.com Only after answering these 6 questions you will be ready to start the work on your branding.
- 52. 52 creogram.com Why are we here? What do we do and how do we do it? What do we value the most? Who are we here for? What’s our personality? What makes us different? The 6 questions every brand needs to answer
- 53. 53 creogram.com But it’s just the very beginning. There are many more detailed questions you will need to answer to arrive at the basis of your brand. If you would like us to help you - we can send you our creative brief which works well as an introduction to a deeper discussion about the core of your brand. But if you want your brand identity to look exceptional you cannot give us answers like these:
- 54. 54 creogram.com Our target group is male and female 1-99 years old Unless you sell air you can never use this reply. You need to be more specific.
- 55. 55 creogram.com Our competition is everybody in our market niché Although it seems so not everyone in your niche is your direct competition. Think about the businesses you admire and those you fear most in your niche.
- 56. 56 creogram.com Just do what you think, I trust you We are happy to hear that you trust us but you also need to take some responsibility for the final look of your brand.
- 57. 57 creogram.com I am not sure, try something else It’s perfectly fine to check various options at the very beginning of a draft session, therefore this reply can be acceptable but hardly only at the very beginning, never at the end of a project.
- 58. 58 creogram.com Try a more powerful colour Unless you want to hear the designer ask: What the heck is a powerful colour? Try to choose which colour you mean exactly.
- 59. 59 creogram.com It will only take a minute Design work is a creative process. It requires experience, tools, knowledge and above all: time. If you want to have your project changed in a quality way - do not expect the designer to abandon all of his/her current work and do the job for you. Remember: great designers are always busy. Simply because they are great.
- 60. 60 creogram.com 01. Logo design contests 02. Too good to be true deals 03. Stock imagery 04. Do it yourself logo design 05. Free logo makers 06. Getting a design without feedback If you want the best logo you can get don’t use these
- 61. 61 creogram.com Professional logo designers follow a strict logo design process that can take weeks or in some cases months to complete a logo. Therefore, although these solutions sound like a mighty good deal, the quality is usually far from anything you would want to represent your business. You will be wasting your money and in the long term, in terms of damage done to your business, that amount could be quite considerable.
- 62. 62 creogram.com For example, our client’s web redesign a year ago reached a key pivot point, where the new website could either be based on the old logotype or a new one. They correctly chose the latter.
- 63. 63 creogram.com So once you have your logo and basic online branding in place your whole weeks can pass by with business deals initiated, discussed and even closed just via: e-mails, Linkedin inmails, Skype chats, carefully crafted presentations and explainer animations to end the whole adventure with hand-written thank-you notes. All you need to remember is to keep them all in line with your brand identity.
- 64. 64 creogram.com And the rest of your time, the 15% that’s left of the total, if we take out the 85% spent online, will be spent on travelling to business meetings, fairs and conferences. And this is the time when you show your portfolio but most of the times a business card is enough and we can honestly say that the business cards work better than our sales people. There are times when people ask us for business cards and treasure them just because they look so exceptional. They remember it long after we’ve met. Of course it’s not just a matter of the business cards but also a matter of the person who shares it with you. But if done right they can definitely help.
- 65. 65 creogram.com Great branding = great user experience
- 67. 67 creogram.com But there’s one more sphere of great branding influence. It is how it influences your staff. Because great branding gives your employees a battle cry, a simple way to understand what your company is doing and why. The best branding instills both a level of confidence and an element of personal pride. The pride your employees feel is what helps them to understand your business strategy, and keep it in front of them while doing their job. And, maybe, just maybe, it’s what makes them proud to come to work every day.
- 68. 68 creogram.com Feeling inspired to work with us? Let’s talk, let’s meet up and together create the visual shape of your company, the shape with two aims - to evoke desire among your clients and uncertainty among your competitors. Wioletta Majewska C E O C r e o g r a m U K +48 728 427 788 wioletta.majewska@creogram.com www.creogram.com