Teg1556 Brand Power

BRAND POWER!

Starring…

What is a brand?

• Logo?

• Pantone colors?

• Font?

• Formatting?

Brand Visuals vs BRAND

• Brand visuals are the clothes that your brand wears.

• Your brand is what differentiates you from your competition.

• Your brand is your promise to your customers.

• Your brand is the share of mind you hold in each person.

YOUR BRAND IS THE CAKEYOUR BRAND VISUALS ARE THE ICING…

What are YOUR brand visuals?

• Logo

• Tagline

• Pantone colors

• Font

• Formatting

• Email signature

• Phone greeting

• Social media regulations

• Dress code

• Client

Lisa, why does my brand need to be consistent?

• Sports Authority

• Apple iPhone 3GS

• 2008 Presidential Campaign

• KMart

• It’s unprofessional to have an inconsistent brand.

• Erodes brand equity

• Erodes credibility

Seeds and Fruit Logo and Elements

• Georgia

• Fertile ground graphic

• White background

• Fuzzy rust dividing lines

• Seeds of inspiration. Fruit of labor

Acceptable Seeds and Fruit Brand Visual Usage

Unacceptable Seeds and Fruit Brand Visual Usage

Seeds and Fruit Tagline and Usage

• Acceptable:

• Seeds of inspiration. Fruit of labor.

• Unacceptable:

• Seeds of Inspiration. Fruit of Labor.

• Seeds of inspiration, fruit of labor.

• Seeds of inspiration—Fruit of labor

• Seeds of inspiration. Fruits of labor.

Seeds and Fruit Font and Formatting

• For body copy: Georgia, Georgia, Georgia!

• Phone number: Periods? Parentheses? Dashes?

• Address: St. or Street? Ave. or Avenue? Ste. or Suite? Sixth or 6th?

• Keep it consistent every time.

• Determine your standards and stick to them!

Unacceptable Seeds and Fruit Font and Formatting

Seeds and Fruit Brand

• Differentiator(s)

• Promise

• Share of Mind

Seeds and Fruit Brand

• Differentiator(s) • Format (no art snobs)• Art of the people• Exclusive interviews• Shirtless men• International• Copy/Photo balance

Seeds and Fruit Brand

• Promise

• Varied arts content• Frequent updates• Lots of photos• Probing questions• New talent• Shirtless men

Seeds and Fruit Brand

• Share of Mind

• Who has the best art blog?

• Who always has new interviews?

• Who finds artists I may not know about?

• Who nourishes my delicate design sensibilities?

• Who posts pictures of shirtless men?

THAT’S YOUR BRAND!