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Branding - Deluxe Small Business Heroes Tour

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What is branding, how and why do you brand your business, logo design

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Branding - Deluxe Small Business Heroes Tour

  1. 1. Make Your Business Stand Out Essential Branding Basics follow hashtag #deluxehero
  2. 2. What is a Brand? <ul><li>It’s more than “just” a logo </li></ul><ul><li>It’s what you stand for </li></ul><ul><li>It’s the experience you provide </li></ul><ul><li>It lives in the minds of your customers </li></ul>
  3. 3. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>New Customers </li></ul>
  4. 4. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>Loyal Customers </li></ul>
  5. 5. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>More Sales </li></ul>
  6. 6. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul>Why Brand? <ul><li>Employee Engagement </li></ul>
  7. 7. <ul><li>Awareness </li></ul><ul><li>+ Memory </li></ul><ul><li>+ Trust </li></ul><ul><li>+ Emotional Attachment = </li></ul><ul><li>Increased Business Value </li></ul>Why Brand?
  8. 8. Branding Your Business <ul><li>Step 1: DEFINE what makes </li></ul><ul><li>your business unique </li></ul><ul><li>Step 2: CREATE your brand </li></ul><ul><li>and its elements </li></ul><ul><li>Step 3: LIVE and promote your </li></ul><ul><li>brand consistently </li></ul>
  9. 9. Step 1: Define Your Brand <ul><li>Focus </li></ul><ul><li>Personality </li></ul><ul><ul><li>Ideal Customer </li></ul></ul><ul><ul><li>Competitive Advantage </li></ul></ul>
  10. 10. Branding Activity #1 How do I position my brand to STAND OUT?
  11. 11. Branding Activity #2 Nutritious Variety Neighborhood Friendly Personal service Easy parking Bread Fresh Natural Delicious Homemade Whole grains What should my brand communicate ?
  12. 12. <ul><li>CREATE your brand </li></ul>Now that you’ve defined who you are…
  13. 13. Step 2: Create Your Brand <ul><li>Select your company name </li></ul><ul><li>Choose company colors </li></ul>
  14. 14. Step 2: Create Your Brand <ul><ul><ul><li>Green </li></ul></ul></ul><ul><ul><ul><li>health, freshness and serenity </li></ul></ul></ul>
  15. 15. Step 2: Create Your Brand Blue trustworthy, dependable, fiscally responsible and secure
  16. 16. Step 2: Create Your Brand Red energy, excitement, passion and courage
  17. 17. Step 2: Create Your Brand <ul><li>Select your company name </li></ul><ul><li>Choose company colors </li></ul><ul><li>Design a professional logo   </li></ul>
  18. 18. Step 2: Create Your Brand <ul><li>Select your company name </li></ul><ul><li>Choose company colors </li></ul><ul><li>Design a professional logo   </li></ul><ul><li>Consider a tagline </li></ul>
  19. 19. Importance of a Logo Recognizable Memorable Professional STAND OUT Credibility Differentiation UNIQUENESS
  20. 20. <ul><li>Over half (58%) of current logos were designed in-house or by an acquaintance </li></ul>Deluxe for Business research, 2010 Who should design my logo?
  21. 21. <ul><li>More likely in the future to outsource locally (44%) or online (22%) </li></ul>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. 22. Time for a Logo Refresh?
  23. 23. <ul><li>Use a professional designer </li></ul>Logo Best Practices DO DON’T #1 #2
  24. 24. <ul><li>Keep it simple and memorable </li></ul>Logo Best Practices DO DON’T #1 #2
  25. 25. <ul><li>Avoid too many fonts & colors </li></ul>Logo Best Practices DO DON’T #1 #2
  26. 26. <ul><li>Must be scalable </li></ul>Logo Best Practices DO DON’T #1 #2
  27. 27. <ul><li>Should look good in Black & White </li></ul>Logo Best Practices DO DON’T #1 #2
  28. 28. <ul><li>Timeless not trendy </li></ul>Logo Best Practices DO DON’T #1 #2
  29. 29. <ul><li>Ability to disconnect images from text </li></ul>Logo Best Practices DO DON’T #1 #2
  30. 30. <ul><li>LIVE your brand </li></ul>Now that you’ve created your brand
  31. 31. <ul><li>Adopt your brand internally </li></ul>Step 3: Live Your Brand
  32. 32. <ul><li>Promote your brand in every aspect of your business </li></ul>Step 3: Live Your Brand
  33. 33. Your brand in action
  34. 34. Branding Activity #3
  35. 35. Consistency is Key Repetition. Repetition. Repetition.
  36. 36. WIIFM? <ul><li>New Customers </li></ul><ul><li>Loyal Customers </li></ul><ul><li>More Sales </li></ul><ul><li>Engaged Employees </li></ul><ul><li>Increase Business Value </li></ul>

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