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What is branding, how and why do you brand your business, logo design
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Make Your Business Stand Out
Essential Branding Basics
follow hashtag #deluxehero
2© 2010 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© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
New Customers
4© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
Loyal Customers
5© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
More Sales
6© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Why Brand?
Employee Engagement
7© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Awareness
+ Memory
+ Trust
+ Emotional Attachment =
Increased Business Value
Why Brand?
8© 2010 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© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 1: Define Your Brand
Focus
Personality
Ideal Customer
Competitive Advantage
10© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Branding Activity #1
How do I position my brand to
STAND OUT?
11© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Nutritious
Variety
Neighborhood
Friendly
Personal service
Easy parking
Bread
Fresh
Natural
Delicious
Homemade
Whole grains
Branding Activity #2
What should my brand communicate?
12© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
CREATE your brand
Now that you’ve defined who you are…
13© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Select your company name
Choose company colors
14© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Green health, freshness and serenity
15© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Blue trustworthy, dependable, fiscally responsible and secure
16© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 2: Create Your Brand
Red energy, excitement, passion and courage
17© 2010 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© 2010 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 tagline
19© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Importance of a Logo
Recognizable
Memorable
Professional
STAND OUT
Credibility
Differentiation
UNIQUENESS
20© 2010 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© 2010 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© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Time for a Logo Refresh?
23© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Use a professional designer
Logo Best Practices
DO DON’T
#1 #2
24© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Keep it simple and memorable
Logo Best Practices
DO DON’T
#1 #2
25© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Avoid too many fonts & colors
Logo Best Practices
DODON’T
#1 #2
26© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Must be scalable
Logo Best Practices
DO DON’T
#1 #2
27© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Should look good in Black & White
Logo Best Practices
DODON’T
#1 #2
28© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Timeless not trendy
Logo Best Practices
DO DON’T
#1 #2
29© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Ability to disconnect images from text
Logo Best Practices
DODON’T
#1 #2
30© 2010 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© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Step 3: Live Your Brand
Promote your brand in every aspect of your business
33© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Your brand in action
34© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Branding Activity #3
35© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
Consistency is Key
Repetition.
Repetition.
Repetition.
36© 2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential.
WIIFM?
New Customers
Loyal Customers
More Sales
Engaged Employees
Increase Business Value
