Why Design? Why Now?

Vicki Adjami :: Principal and Creative DirectorCommunication via Design :: www.cviad.com

Get Connected: Access to Sales and Marketing

Why Design?

“56% of marketing directors of blue chip companies believe that a downturn could be the best time strategically to rebrand.”

:: The Principle Group report; 250 marketing directors surveyed

What is a Brand?

An integrated experience

:: Internally• identifies who you are, the value of what you offer

and how you communicate that value• shares and uses all marketing tools in smart,

interconnected ways• has internal brand support!!!

:: Externally• engages with stakeholders in a consistent manner• builds relationships and backs your company’s claims• establishes a presence in the marketplace• communicates value

What is a Brand?

Positioning statements:: institutional/corporate

:: departmental

:: product specific

Public relations:: traditional media

• print, broadcast, television

:: social media• YouTube, Facebook,

TwitterLogo:: logomark

:: logotype

:: tagline

Advertising:: print

:: online

:: broadcast

What is a Brand?

Websites:: e-commerce

:: corporate

:: micro sites

Email promos:: HTML blasts

:: press releases

:: e-newsletters

Print collateral:: sales kits:: flyers:: brochures:: stationery suite

Exhibits

:: tradeshow booths

:: event and conference collateral

:: point of purchase displays

Client Example :: Concentric Energy Advisors

:: Concentric Energy Advisors

:: Kit Folder

:: Concentric Energy Advisors

:: Corporate Brochure

:: Concentric Energy Advisors

:: Data Sheets

:: Concentric Energy Advisors

:: Website

:: Concentric Energy Advisors

Brand experience:: sum of all points of contact with the brand

Brand image:: symbolic construct created within the minds of people

:: symbolizes the brand’s differentiation from its competitors

:: information and expectations associated with a product or service

Brand recognition:: a widely recognized brand in the marketplace

What is a Brand?

Client Example :: Kids In Distressed Situations

Brand strategy

Surveys and interviews:: Agencies (internal)

:: Donor community (external)

Positioning statement

Value propositions:: To children and families

:: To service organizations

:: To donor community

Logo and tagline

Brand guidelines

:: Kids In Distressed Situations

:: Before

:: After

Branding by Design

Establish brand guidelines:: positioning statement

:: logo usage

:: font usage

:: color palettes

Tools for control and consistency:: standard fonts (default)

:: templates

:: images, video and audio library

Why Design? Why Now?

Why Now?

“Successful companies do not abandon their marketing strategies in a recession; they adapt them.”

:: Professor John A. Quelch; Harvard Business School

Brands evolve…

Incremental changes:: change components as needed

:: plan for continued change and growth

:: action occurs one step at a time

Ongoing upkeep:: customer needs changes

:: economic realities

:: technological advances

…because marketing evolves

Internet usage:: email blasts

:: social media

:: video story telling

:: mobile devices

Direct mail:: more targeted database lists

:: ease of managing and customizing database lists

:: advantages of digital printing (with variable text!)

…because marketing evolves

Now relatively easy and inexpensive

:: email newsletters

:: Google AdWords

:: Google Alerts

Increase and measure your ROI

:: Google Analytics

:: custom website landing pages

:: make “call to action” obvious and easy

Client Example :: Communication via Design

:: Communication via Design

:: Communication via Design

Client Example :: Avistar Communications

:: Avistar Communications

:: Original Datasheet

:: New Datasheet

:: Avistar Communications

:: HTML Email

:: New Datasheet

:: ConstantContact report “Finding Opportunity in a Down Economy”

“Smart design and photography is more likely to stand apart from the email clutter your customers are bombarded with…”

:: ConstantContact report “Finding Opportunity in a Down Economy”

“…it is also more likely to be forwarded.”

Why Design? Why Now?

Why Design?

consistency, consistency, consistency

cohesiveness, cohesiveness, cohesiveness

stand apart from your competition

and capture attention

Why Design? Why Now?

Why Now?

It’s critical during a down economy

to increase your presence

It’s now relatively easy and inexpensive

It will position you to be more competitive now and in the future.

Why Design? Why Now?

Vicki Adjami :: Principal and Creative DirectorCommunication via Design :: www.cviad.com

Get Connected: Access to Sales and Marketing