This document discusses branding and marketing a business. It defines what a brand is and explains why branding is important. It suggests thinking about the company's aesthetic, logo, and website domain name. Both online and offline branding tactics are covered, such as business cards, brochures, email marketing, social media, search engine optimization, and networking events. The document provides examples of branded materials like invitations and emphasizes consistently using branding guidelines.

1. Design & Branding
to Market a Business
Lisa Ghisolf, Gizmo Design, Inc.

3. What is a brand?
• A collection of images and ideas representing a
company, such as a name, logo and design
scheme
• An accumulation of experiences related to the
product or service’s use, advertising and media
commentary
• Positive impressions create higher perceived
value which boosts sales

4. Why Brand?
• “Competing for eyeballs”
• Think of it as a strategic business tool
• It will happen by plan or by accident — which will you choose?
• It helps people identify and remember your company
• Convey professionalism and be memorable
• Give your business a personality
• Build trust

5. The fun stuff
• How do you want your company to be seen?
Is there an aesthetic that you like?
• Think about typefaces, colors, symbolism
important to your company
• How long is the process?
• How much does it cost?

6. Before and after

7. Before and after

8. Before and after
fragrant design

9. Before and after

11. I have a logo. Now what?
• Use it consistently
• Branding standards guide
• Set forth the acceptable usages for
employees, vendors and clients so your
image is consistent and not degraded
• Launch your brand—event?
• Promotional items, stationery, marketing
materials, web sites, domain names

12. Online vs. Offline

13. Online vs. Offline
• Logo

14. Online vs. Offline
• Logo
• Stake your claim: Website
domain, email, Twitter,
FaceBook

15. Online vs. Offline
• Logo
• Stake your claim: Website
domain, email, Twitter,
FaceBook
• Website

16. Online vs. Offline
• Logo
• Stake your claim: Website
domain, email, Twitter,
FaceBook
• Website
• Content management system
[CMS]?

17. Online vs. Offline
• Logo
• Stake your claim: Website
domain, email, Twitter,
FaceBook
• Website
• Content management system
[CMS]?
• Email marketing

18. Online vs. Offline
• Logo
• Stake your claim: Website
domain, email, Twitter,
FaceBook
• Website
• Content management system
[CMS]?
• Email marketing
• Social media

19. Online vs. Offline
• Logo
• Stake your claim: Website
domain, email, Twitter,
FaceBook
• Website
• Content management system
[CMS]?
• Email marketing
• Social media
• Search engine optimization and
search engine marketing

20. Online vs. Offline
• Logo • Business cards, stationery,
invoicing
• Stake your claim: Website
domain, email, Twitter,
FaceBook
• Website
• Content management system
[CMS]?
• Email marketing
• Social media
• Search engine optimization and
search engine marketing

21. Online vs. Offline
• Logo • Business cards, stationery,
invoicing
• Stake your claim: Website
domain, email, Twitter,
• Brochures
FaceBook
• Website
• Content management system
[CMS]?
• Email marketing
• Social media
• Search engine optimization and
search engine marketing

22. Online vs. Offline
• Logo • Business cards, stationery,
invoicing
• Stake your claim: Website
domain, email, Twitter,
• Brochures
FaceBook
• Website • Direct mail
• Content management system
[CMS]?
• Email marketing
• Social media
• Search engine optimization and
search engine marketing

23. Online vs. Offline
• Logo • Business cards, stationery,
invoicing
• Stake your claim: Website
domain, email, Twitter,
• Brochures
FaceBook
• Website • Direct mail
• Content management system • Signs—if outside, permits?
[CMS]?
• Email marketing
• Social media
• Search engine optimization and
search engine marketing

24. Online vs. Offline
• Logo • Business cards, stationery,
invoicing
• Stake your claim: Website
domain, email, Twitter,
• Brochures
FaceBook
• Website • Direct mail
• Content management system • Signs—if outside, permits?
[CMS]?
• Leave-behinds
• Email marketing
• Social media
• Search engine optimization and
search engine marketing

25. Online vs. Offline
• Logo • Business cards, stationery,
invoicing
• Stake your claim: Website
domain, email, Twitter,
• Brochures
FaceBook
• Website • Direct mail
• Content management system • Signs—if outside, permits?
[CMS]?
• Leave-behinds
• Email marketing
• Social media • Referral cards
• Search engine optimization and
search engine marketing

26. Online vs. Offline
• Logo • Business cards, stationery,
invoicing
• Stake your claim: Website
domain, email, Twitter,
• Brochures
FaceBook
• Website • Direct mail
• Content management system • Signs—if outside, permits?
[CMS]?
• Leave-behinds
• Email marketing
• Social media • Referral cards
• Search engine optimization and • Appointment cards
search engine marketing

31. You’re Invited
Enhancing the Quality of
Life or People with Diabetes
through Exercise and
Physical Fitness
where
5758 South Maryland Avenue • Chicago • 2nd Floor Food Court
when
Saturday, June 2 from 8:30am - 12:15pm
program “Preventing Diabetic George Bakris, MD
Kidney Disease” Professor of Medicine and
Director, Hypertension Unit
“The Role of Hydration and Nutrition Amy Hess-Fischl MS, RD,
in Exercise... From Endurance LDN, BC-ADM, CDE
Activities to Weekend Warriors” Diabetes Educator
Please RSVP to Jim Carr by May 31
at 773-702-2371 or sensordude@sbcglobal.net.
This program is free and continental breakfast will be served.
Complimentary valet parking will be available
at the front of the building.

36. Brief primer in social media
What’s right, what’s wrong?

37. And, networking...
• They’re just as scared as you are
• Don’t sell sell sell!
• Help others & help yourself
• http://www.NetworkInChicago.com

38. Any questions?
Lisa Ghisolf
www.gizmo-design.com
lisa@gizmo-design.com
312.545.9235