An overview of what branding is and why branding is important. Explains how a strong brand can charge higher prices, attract better customers and clients and increase the value of the business. The presentation talks about why graphic design is at the heart of a strong brand identity, and the elements of an effective brand identity.

1. COMPELLING BRAND IDENTITIES IN PRINT & WEB
ID ENTITY
P R INT
P UBLISHING
How to Add Value To
WEB
Your Small Business with
Visible Logic, Inc.
142 High Street
Effective Branding
Suite 615
Portland, ME 04101
207.761.4230 The Portland Resource Group, January 2011
visiblelogic.com

2. How To Add Value To Your Small Business with Effective Branding
Emily Brackett
President
Visible Logic, Inc.
Graphic Design & Branding:
Logos, Web Sites, Print Marketing, Book Covers & Interiors
Brand Positioning & Strategy

3. How To Add Value To Your Small Business with Effective Branding
What is Branding?
Why Should I Care?

4. What is branding? How To Add Value To Your Small Business with Effective Branding
What is Branding
Why Does Branding Matter?
• Attract better clients / customers
• Charge a premium for products / services
• It becomes a promise to your prospects
• You become the top-of-mind, premium choice

5. What is branding? How To Add Value To Your Small Business with Effective Branding
Why is graphic design at the heart of branding?
• Recognition starts the process of know me, like me, trust me
• We are visual beings

6. What is branding? How To Add Value To Your Small Business with Effective Branding

7. What is branding? How To Add Value To Your Small Business with Effective Branding
Is branding just a logo?

8. What is branding? How To Add Value To Your Small Business with Effective Branding
Is branding just a logo?

9. What is branding? How To Add Value To Your Small Business with Effective Branding
Is branding just a logo?
• Visual position

10. What is branding? How To Add Value To Your Small Business with Effective Branding
Is branding just a logo?
• Visual position
glANd breeze
was founded in 2006 by Mark
is concern for the environment,
effect of global climate change and
sant place to live for his kids, their
tions beyond.
llc is a fully insured and licensed
wind based electricity generation
d businesses.
r is a graduate of the University of
Lowell) with a Masters of Science
g, a Bachelors of Science in Nuclear
past 11 years, Mark co-owned and Working with New England Breeze
ement consulting and training Our #1 priority is meeting your expectations
Inc. In his career he has served as while meeting our commitment to protecting
the planet.
tant to Fortune 1000 companies,
d Nuclear Engineer. In January
ed by Al Gore to teach about Residential solaR
te he has given 30 presentations to
en not championing the environ-
Generate your own Let New England Breeze work with you to design and
build the ideal Solar Solution for your home. We can
install a solar electricity generation systems to fit your
und on stage performing with the clean electricity needs. Small roof, large roof, no roof, no problem. Our ouR mission
Edge Players in Hudson, MA and designs look great and exceed all utility standards and Reduce and reverse the effects of fossil fuel energy on
for your home or business ,
building codes. New England’s environment by helping you generate
s family, wife Jocelyne and triplet your own clean, reliable electricity.
Curtis and Russell).
CommeRCial solaR
te of Worcester Polytechnic Insti- with a solar or Do you have a business with an expansive roof? WHat We do ouR PRoCess
Cover it with solar panels. There has never been a better • Design your system 1. site assessment:
degree in Mechanical Engineering time for a business to put up a solar electric system in
in Computer Science. After 25 wind system from Massachusetts.
• Complete all grant applications • How much power do you use?
• Obtain all permits • What conservation steps have you taken?
lopment, Bill left his career two
newable energy business installing new enGland breeze The grants are excellent and the tax benefits are
substantial. An installed Solar Electric Systems can
• Secure power company connection agreement • What conservation steps can you take?
• Do you have shading issues?
generate immediate positive cash flow. • Supply all materials
s. Bill’s hobbies include mentoring
• Install your system 2. solution specification:
at Assabet Valley and Blackstone • One that fits both your needs and your
Wind systems • Teach you about your system
ls where he has used LEGO robot- sites advantages and limitations.
We install medium scale wind generation systems.
dents prototype their designs of These systems quietly and safely power your property 3. Cost estimates:
installations also inClude
not building robots or designing while offsetting some or all of the power you purchase • 5 year workmanship warranty
• Detailed estimates including all tax credits,
ems, Bill enjoys time with his wife, from your utility.
• 3 years of web based monitoring
rebates, and grants.
achel and his two Welsh Corgis • Annual inspection during warranty period
4. installation:
• Turn-key installation from site preparation to cleanup.
5. Handoff:
• You will learn how to keep your system running
at peak production.
wEnglandBreeze.com
ive, Hudson, MA 01749
978-567-9463 www.newenglandbreeze.com Call (978) 567-9463 or Visit
www.NewEnglandBreeze.com
and request a solar system estimate
or a wind site assessment

11. What is branding? How To Add Value To Your Small Business with Effective Branding
Is branding just a logo?
• Visual position
• Positioning statements and audience research
Brand Statement: Knollwood Energy provides solar panel owners the easiest way to apply for Solar
Renewable Energy Certification and get the best financial return on their credits.
Positioning Statement: Ease of use; Best financial return; Best referral for installer; Experienced
industry leader
Key Audience: 1) Installers are tradespeople usually coming from the roofing, renovation or construc-
tion field who understand the growth potential of this market segment. 2) Residential home owners,
older than 60 years old who want to maximize their financial return,

12. What is branding? How To Add Value To Your Small Business with Effective Branding
Is branding just a logo?
• Visual position
• Positioning statements and audience research
• Writing tone and content

13. What is branding? How To Add Value To Your Small Business with Effective Branding
Is branding just a logo?
• Visual position
• Positioning statements and audience research
• Writing tone and content
• Actions, customer service, etc.
• What customers say
• Media, etc.

14. How To Add Value To Your Small Business with Effective Branding
Branding Identity:
Control What You Can

15. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding
Your Brand is a Combination of:
The Identity you build and
The Perception / Messages that come from others
An official “face” of an organization (Exec. Director, Founder, etc.)
Employees / volunteers
Clients / Customers / Recipients / Beneficiaries
Media

16. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

17. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

18. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

19. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

20. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

21. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

22. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

23. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

24. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

25. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

26. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

27. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

28. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

29. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

30. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

31. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

32. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding
Take 2:
A Strong Brand Identity Can Help

33. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

34. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

35. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

36. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

37. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

38. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

39. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

40. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding
Another Typical Scenario?

41. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

42. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding

43. Brand Identity -vs- External Factors How To Add Value To Your Small Business with Effective Branding
Critical Elements for a
Comprehensive Brand Identity
• Logo
• Web Site
• Business Card

44. How To Add Value To Your Small Business with Effective Branding
Brand Equity
Case Studies

45. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
The Value of Brand Equity
• Premium pricing
• Better, higher paying clients
• Reduced marketing costs (eventually)
• Greater value when selling the business (eventually)

46. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
Cream & Sugar Bakery

47. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
Cream & Sugar Bakery

48. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
Cream & Sugar Bakery

49. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
Cream & Sugar Bakery
I get numerous positive comments on my logo and my labels, which you
designed. Now, with the website up and indexed on Google, suddenly the
majority of customers are placing orders with me just after seeing the
website! I would estimate that my retail business has increased by
50%, and my web-based sales four-fold because of people finding the
website, and trusting the website enough to place an order with me.
—Elise Richer, Cream & Sugar Bakery

50. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
Educational Endeavors

51. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
Educational Endeavors

52. Brand Equity & Case Studies How To Add Value To Your Small Business with Effective Branding
Educational Endeavors
“We offered excellent services. We just didn’t have the proper perception of our ser-
vices,” —Eric Davis, Director
Before they defined and revised their brand, Educational Endeavors had 15 academic
tutoring clients and no institutional clients. Within six months of launching their new
brand, Educational Endeavors’ business jumped dramatically. The number of aca-
demic tutoring clients increased to 25, and they acquired more than 10 institutional
clients seeking consulting services. The company started acquiring institutional
clients because of their new, professional image. Business has since doubled.

53. How To Add Value To Your Small Business with Effective Branding
Emily Brackett
Visible Logic, Inc.
visiblelogic.com
visiblelogic.com/blog
twitter: @VisibleLogic
facebook: Emily K Brackett
facebook: facebook.com/VisibleLogic
LinkedIn personal: linkedin.com/in/emilybrackett
LinkedIn company: linkedin.com/company/204702

54. How To Add Value To Your Small Business with Effective Branding
Resources
White Paper:
Graphic Design: The Crucial Step Toward Higher Brand Equity,
Increased Revenues (Educational Endeavors Case Study)
8 Tips for a Comprehensive Brand Identity
Survey & White Paper on Email Domain Names
Blog