Mc Combs KTG Webinar Thursday June 18

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Mc. Combs KTG Webinar Thursday, June 18

Brand Guidelines Presented by Renae Donus Spur Consulting LLC

About Me § Mc. Combs 2000 alumna § Consulting & Marketing background § Accenture Senior Consultant § Kraft Foods Brand Management § Started Spur Consulting in 2012 § Marketing consulting firm specializing in Customer Definition, Marketing Strategy, Branding, Marketing Collateral & Communication § Focused on helping start-ups and small companies § Mc. Combs MBA+ Coach

What are Brand Guidelines? § Brand Guidelines are the written and visual declaration of how you want your company and brand to be presented to the world. § They should include more than logos, colors, and font. § Think of them as a bio for your brand. What do you want people to really know or think about your company and your brand?

Why Brand Guidelines? § Consistency § Establish rules for everything (logo, visuals, copy) in an effort to create a unified look and feel for everything you produce and share. § Remember, you’re building a brand – think long-term. § Inspiration § Inspire any partner to embrace the brand what it stands for.

Who uses them? § Employees (training / on-boarding) § Creates a culture of consistency and opportunity § Develops brand advocates internally § Communicates the vision / mission of the company verbally and visually § External partners and vendors (RFP, training) § Fosters accountability and consistency § Inspires creativity and personal investment § Influences word of mouth § BOD / Investors § Effectively communicates the marketing strategy § Achieves buy-in, WOM

Brand Guideline Components § Company Background § Product & Positioning § Customer § Brand Principles § Visuals § Voice § Rules

Silvercar Example

Company Background § Your Story § How the magic happened… § Your Vision § Bigger idea for what could be § Optimal goal + reason for existence § “Making cancer history” § Your Mission § Day-to-day who you are, what you stand for § Tagline

Silvercar

Silvercar Vision

The Product § Overview / Key Features § Value Propositions § Positioning v. Competition / Perceptual Map

Silvercar

The Customer § Demographics § Age, gender, HH income, etc. § Psychographics § Values, opinions, and attitudes § Qualitative research is key § Lifestyle / Behaviors § Hobbies, interests, purchase behaviors § Highlights possible partnership opportunities, meaningful ways to engage

Silvercar

Brand Principles § Defines your brand’s unique personality § Determine 3 -5 key brand attributes § Consider short-term and long-term § Consider customer needs/wants first § Brainstorm a long list, then prioritize § Principles need to be differentiated § Explanation needs to be clear and meaningful § Employees and agencies need to internalize § Should be culture-defining

Silvercar

Visuals § Visual Brand Identity § Photography or illustration (or both)? § Define 3 -5 visual attributes / style guidelines § Use examples to demonstrate § If subtleties need to be emphasized, consider “Why this / Not that” comparisons § Keep in mind that this is the most critical component of your brand. Your website, app, digital ads, collateral, print, signage should all embrace this section of the guidelines § Details matter!

Silvercar

Brand Voice § Copy and Tone § Define 3 -5 mandatory copy attributes § Create and include examples from: § Email marketing § Print / OOH / Other advertising § Social media / blogs § Consider including “off-limits” words/phrases § Note any nuances § Again, details matter!

The Rules § What most Brand Guides are based around § Logo / Usage / Spacing § Colors § RGB / HEX / PMS § Typography § Headings / Sub-text § Brand Assets § Any objects / items which can be associated and used with your logo

Spotify

Plan of Action § Collect data! § Conduct customer research § Know your competitors § Define customer demographics § Engage leadership team and employees § Collect examples of good/bad visual imagery § Collect examples of good/bad copy § Refine company priorities (mission/vision) § Brainstorm brand attributes § Hire a graphic designer to make it a reality

Summary § Defining your brand on paper matters! § Brand Guidelines are a working document § Revisit 1 -2 x per year § Tackling Brand Guidelines sheds light on other elements of your company § Use Brand Guidelines for training/marketing: § Employees § Partners / Vendors § Investors § Keep customer research as a priority to extend the life of your brand

Thank You! § Questions / Comments? § Email me at renae@spur-consulting. com § Call me at (512) 850 -8021 § The recording of today’s presentation, along with the Power. Point slides, will be available on our Career Resources web page by early next week: location: https: //meeting. austin. utexas. edu/ktgwebinar/

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