pursuing a strong brand, knobbe marten olson & bear (jeff van hoosear and evans, 2008) the 22...
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Pursuing a Strong Brand, Knobbe Marten Olson & Bear (Jeff Van Hoosear and Evans, 2008) The 22 Immutable Laws of Branding, Al Reis & Laura Reis (2002)The Brand Called You, Fast Company (Peters, 1997) Brand You, Tom Peters Company (Peters, 2008)
Creating your Logo & Business Creating your Logo & Business CardCard
The Law of the Name: Brands are the essence of the company
itself. Choose the right name! Make it memorable!
The Law of the Generic: One of the fastest routes to failure is
giving a brand a generic name.
The 22 Immutable Laws of Branding, Al Reis & Laura Reis (2002)
Five categories of distinctiveness:① Fanciful: Invented or coined words
▪ Examples: Kodak, Xerox, Viagra
② Arbitrary: Employ real words in unfamiliar contexts▪ Examples: Apple, Amazon.com, Adobe
③ Suggestive: Makes no direct reference to the product itself or to any component, characteristic, feature or ingredient of the product
▪ Examples: Cuisinart, Blockbuster, Jaguar
④ Descriptive: Describe the product or some characteristic of the product▪ Examples: Southwest Airlines, Honeybaked, Sports Illustrated
⑤ Generic: Describes a general class of products or services▪ Examples: Computer, Raisin Bran, PC, Yellow Pages
Knobbe Marten Olson & Bear (Jeff Van Hoosear and Evans, 2008)
Some trademarks are stronger than others
Clear your markHave it analyzed by a legal expertRegister with United States Patent &
Trademark Office (USPTO)Use your brand in the appropriate
context
Knobbe Marten Olson & Bear (Jeff Van Hoosear and Evans, 2008)
The 22 Immutable Laws of Branding, Al Reis & Laura Reis (2002)
What message do you want to send?Not all logos are created equal!
http://www.thelogofactory.com/logo_blog/index.php
What color has each of these brands adopted as part of its brand identity? UPS IBM Starbucks Target McDonald’s American Express Netflix
When using color, be:
• Differentiated• Purposeful• Consistent
The Law of Color: Choose a color that is the opposite color of your
major competitors. What does your color represent?
▪ white = purity▪ black = luxury▪ blue = leadership▪ purple = royalty▪ green = environment & health
The 22 Immutable Laws of Branding, Al Reis & Laura Reis (2002)
Brandmarks can be either a wordmark (word in unique stylized font) or a wordmark with symbol or logo.
1. Wordmark - Legible word or acronym with distinctive font characteristics.
2. Letterforms - Letter infused with personality, meaning, symbolism.
3. Emblems - Pictorial element inextricably connected to the name of the organization. Legibility challenge when minimized.
4. Pictorial Marks - Literal and recognizable image. May allude to name of company or its mission, or may symbolize a brand attribute.
5. Abstract/Symbolic Marks - Abstract visual form to convey a big idea or brand attribute.
Click on the hyperlinks below to see examples of Logos and helpful tips for creating your logo The Logo Factory Underconsideration 2008 Logo Design Trends The Most Valuable U.S. Retail Brands A Romp with Type Iconic Colors of Humanity Color Wheel Pro Color Meanings
Today you are a brand!Elevator Speech - forget the job titleEverything you do matters - Google
yourselfMarketing brochure, websites, email
address, projects completed, mission statement
Reinvent yourself, or create your brand today
Fast Company (Peters, 1997)
Appreciate the importance of branding Understand the “brand promise” Decide on your brand development Design a personal brand strategy
“If there is nothing very special about your work, no matter how hard you apply yourself, you won’t get noticed and that increasingly means you won’t get paid much, either.”
- Michael Goldhaber, Wired
Tom Peters Company (Peters, 2008)
“Like the best packages, the best calling cards
convey trustworthiness and WOW at once.”
- Tom Peters, Brand You
Universal business ritual and expectation
What’s the purpose of a business card? Means of introduction Exchange contact information Small, portable marketing tool Often used at the point of buyer’s decision-making
Gives a first impression when meeting someone Considered an extension of the individual or
company Quality and intelligence of the card reflect on the
cardholder and the company Establishes a professional identity -- your personal
brand identity
Handle cards you receive with visible respect Don’t fiddle with, fold or trash it, or write on the front Be aware of cultural trends regarding business cards
Look at the card before putting it away Comment or clarify any information If not sure how to pronounce something, ask Ask a brief question to show interest Keep it out during the meeting to refer to if needed
Don’t ask for a card from a senior or an executive Instead, if necessary, ask how you can follow up with
them, and let them choose whether to provide you with a business card or other contact instructions
Basic Elements to Consider: Name of Individual or Name of Company Address Phone Numbers Email/Website Job Title of Individual Tagline Logo List of Products or Services Incorporate a Three-Part Design
• 1 has prominence (main focus)• 2 subordinate parts (balance)
http://www.bashumimarketing.co.za/images/business_cards.jpghttp://www.danjohnston.org/wp-images/milka-business-cards.gif
It is advisable to include a professional title or to include your specialty skills.
A tagline is a brief description that can be useful if your company name is not descriptive. You can easily convey your skills, abilities, or goals with a tagline.
Be sure all information is correct and that voicemail greetings are appropriate. Also, select email addresses that are professional in nature.
What’s your personal brand identity?
Who is your target audience? (e.g., finance directors or creatives)
Message/identity you want to convey, for example: “I understand your corporate culture and will fit in” “I can create graphics like no other individual on earth” “I am not just your ordinary _____” “Although I’m entry-level, I have unusually great
credentials”
Stylization matters: choose appropriate font, color, graphics
Paper: varies in weight, surface, color, quality, shape
Production: printing, engraving, foil stamping, embossing
Keep the design simple and easy for the reader to retrieve the key info
Use the most important information only and minimize the amount of info, within reason
Consider all of the design elements (paper quality and weight, graphics, word choice, grammar, & color)
Graphics are aligned and placed correctly be sure to use the 3-part design
Be sure to not violate any copyrights or other legal naming issues
Be 100% correct in spelling, grammar, style (zero tolerance) No spelling or grammar errors Be sure all abbreviations are consistent Make sure all capitalizations are consistent and avoid all
caps
11 Parts of Business Cards, Jacci Howard Bear
Click on the hyperlinks below to see Business Card examples Rethink your business card, Chuck Green Business Cards, Daniel Will-Harris Cool business card designs, Ivan Raszl Business Cards on Flickr.com
