invoke I ignite I illuminate

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c r e a t i n g f o r a h i g h e r p u r p o s e

Presenting: ian serffPresident and Art Director of Serff Creative Group, Inc.

> Over 20 years of experience in the creative industry as a designer

> Creative design solutions in print, web, and strategic branding implementation

> Work with small- to medium-size businesses

> From concept to final implementation of campaigns and projects

> Celebrating over 10 years in business

Where do i get a majority of my creativity?> Husband and father of seven children

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the aspects of a brand

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© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : aspects

color usage in your brandChoosing the right color for your company can make or break your success in business.

> Speaks of your personality.

> Triggers an emotional response with your customer.

> One of the fastest ways to get brand recognition.

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© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : aspects

hoW messaging builds your brandThe copy establishes an emotional connection to your viewer.

> Develop a theme that captures the essence of who you are.

> Connect with the visuals to drive the value of your company.

> Be very direct where applicable. In other areas, create a story of who you are and your services.

> Customer service is a part of this messaging of how your brand is perceived by customers.

c r e a t i n g f o r a h i g h e r p u r p o s e

© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : aspects

visuals of a brandImagery sets the tone for your personality.

> Leverage the style and use of photography and/or illustration.

> All imagery should have a consistent look and feel.

> Whatever you choose, use a consistent style in all materials, whether printed or online.

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© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : aspects

search engine oPtimization (seo) and the effectiveness of Words> How customers look for you online

> Be strategic on your home page and draw them in

> Optimize your content throughout your website

> Specify title page tags

> Look at external links to help drive traffic to your website

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consistency of your brand

c r e a t i n g f o r a h i g h e r p u r p o s e

© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : consistency

building aWarenessWhen people recognize your brand as yours. > This does not necessarily mean they prefer your brand,

attach a high value to, or associate any superior attributes to your brand, it just means they recognize your brand and can identify it under different conditions.

c r e a t i n g f o r a h i g h e r p u r p o s e

© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : consistency

building aWareness> A brand’s practical attributes and

symbolic values are inherent elements that help the brand appeal on consumers’ minds and emotion. When consumers relate brands with symbols, it becomes easier for an organization to raise consumer interest.

> Mercedes is known for luxury > Apple is known for innovation

in consumers’ minds, a brand is more than just a recognizable name: it is a Promise that needs to be met on a regular basis.

c r e a t i n g f o r a h i g h e r p u r p o s e

© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : consistency

hoW to do it correctlyBranding is not just about applying a logo in a consistent manner, and having the right colors. It is ensuring: > All messaging of communication materials

are pulling in the same direction for your branding

> That it all “looks” consistent in design, copy and across all mediums.

> Each communication you have with a customer you are growing the relationship and building that awareness to ensure trust.

if you’re not consistent, it Will cause consumers to lose trust in the brand and it’s messaging.

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connecting marketing mediums

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© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : connecting mediums

direct mail and email> Multi-touch campaigns

> Branding with visuals and copy to keep consistent

c r e a t i n g f o r a h i g h e r p u r p o s e

© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : connecting mediums

Print to Web> Taking it online

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© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : connecting mediums

Website to social media> Your online branding presence

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the importance of your brand

c r e a t i n g f o r a h i g h e r p u r p o s e

© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : the importance

a visual connection to your customersYour brand shows you who you are: > The company > Your products > Your service

c r e a t i n g f o r a h i g h e r p u r p o s e

© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : the importance

the value of your brandWhat your product or service means to your customer’s lifestyle. > Makes it easier on their life or job. > Gives them confidence at what programs they are developing. > Improves the sales process to prospects with a strong brand.

Or in other terms, its called Brand Equity. The sum total of all the different values people attach to the brand, or the holistic value of the brand to its owner as a corporate asset.

a brand is nearly Worthless unless it enjoys some equity in the marketPlace. Without brand equity, you simPly have a commodity Product.

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© 2013 Serff Creative Group, Inc. All rights reserved.

brand power : : the importance

the value of your brandPerceived Quality or Emotional Attachment > The added value to brand equity frequently

comes in the form of perceived quality or emotional attachment. Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.

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© 2013 Serff Creative Group, Inc. All rights reserved.

hit the road!create a road maP> What areas can you improve of your brand within the next month?

> Steps to develop in the next 3-6 months? 6-12 months?

> Evaluate your website and other marketing materials.

> Social Media. Time to refresh your brand? If you are not on LinkedIn, Twitter or Facebook, get on them this year and leverage your company online with a strategy for implementation.

make this the year you get your brand dialed in for a strong Presence for years to come!

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© 2013 Serff Creative Group, Inc. All rights reserved.

words of advice questions to ask When choosing a consultant or agency to Work With> How long have you been in business?

> What types of services do you offer?

> What types of clients do you serve?

> What is the process of communication?

> Do you have a list of references?

> What are your ethical standards?

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contact information:ian serffpresident/art directorian@serffcreative.com303.537.8705

www.serffcreative.com

linkedin.com/in/serffcreativetwitter.com/serffcreativefacebook.com/serffcreative