Getting In Style: The Technology of Branding
by Maggie Ruch, Virtual Assistant
As a small business owner or entrepreneur, a great resource to have on hand is a brand style guide. This guide will give specifics about things like the appearance of the logo, and copyrights in place on the name or logo for the business, the exact colors to use (PMS or CMYK, RGB and HEX colors) and the font/s used in both the logo and on printed material. It’s a good idea to refer to this style guide for any project. These details may be subtle, but creating consistency builds trust and having a relationship of trust with a client is a relationship that you can’t put a price on.
So where do you get these details and how do you ensure that they are being implemented?
Let’s start with the logo. The graphic designer who created your logo should be able to give you the specific color codes. Many graphics people only work with CMYK colors. There are a few websites that provide conversion charts for these codes. One that I use is the RGB color calculator at http://drpeterjones.com/colorcalc/ . This calculator also matches CMYK and HEX (web) color codes. Another way for you to get the color codes from your logo is to sample the color with a photo retouching software like Photoshop. While logos that have shading and 3d effects might have spots where the color varies, you can view the color you are sampling and test a few spots on the logo before deciding on a code. Record the color codes and make sure that they become a part of the brand style guide.
Fonts. Most logos are designed with fonts that are not commonly used online or in print. They are usually custom or special font sets that designers use. You really don’t need to worry about matching these fonts, but the fonts used in print and on your website should have a particular style. The main fonts to point out here are your headings and articles. Headings are typically a serif font and body fonts are typically sans serif. This has changed in the past few years, where before serif fonts were used for the text and sans serif for headings. Whatever your preference, make sure that the font set is identified clearly in your style guide. Including samples is helpful.
For information on copyrights trademarks, or patents, consult your copyright attorney. They will have the necessary documentation for your claim and most certificates include a written description of the mark if the appearance is part of the mark. Include this description when possible.
Consult the person who does your website as well as the person who does your print materials and ask them to review the style guide and make changes where appropriate. Use your judgment. If there are great reasons (other than for your logo) for using another font set or color combination, then give it some thought. Sometimes it helps to see two proofs side-by-side to see the difference that simple changes can make, like color choices and font consistency.
Even small businesses can benefit from having a style guide. So what if you are the only person with a copy? Your goal is to grow, and as you grow you will have one of the tools in place to ensure that your brand is carried out from start to finish. An electronic copy can be sent to anyone to whom you outsource a project and can be a valuable timesaver for your business.
Maggie Ruch is a Virtual Assistant who specializes in assisting entrepreneurs who have an online presence with website and blog design, social media, and brand management. For over 4 years she has partnered with successful coaches and consultants as an integral part of building their businesses. Her website, virtualwebsiteassistant.com showcases examples of her website and fan page design. Visit her site to view testimonials from happy customers. Sign up here for her free course and ebook on branding.
A Simple eBranding Checklist
by Maggie Ruch, Virtual Assistant
With the technology boom, brand management has become more important than ever. Social media, blogs, websites, print media—it can get confusing for entrepreneurs who are trying to establish a consistent brand. I’ve put together a checklist of prime real estate in your brand management efforts.
1- Facebook: Your two greatest assets on Facebook are having a custom landing page on your fan page, and having custom artwork for your fan page profile picture. Your profile picture is on the top left of the fan page and shows up on every comment made by you when you are logged in and acting as a page. This should have your logo, contact info, and 1-3 statements about what you do best. If you have a company motto or tagline that expresses in just a few seconds exactly what you do, that is perfect. The idea is for your customers to be able to easily identify you when searching for your company on Facebook and for prospects to know EXACTLY what you do in just a few seconds. The custom landing page or welcome page on your fan page should be something that is fun, interesting, and entices people to “Like” you and to come back again and again.
2- Your twitter background. When people are checking out what you are tweeting, take the opportunity to establish that brand identity. I usually use the custom artwork from Facebook as a sidebar on the left of the twitter feed. Be careful of sizing issues, not all computers browse at the same resolution. Ask people to visit your profile and ask them if they can clearly read the custom image. It should be visible at any resolution. If you have a business that is fun, like pet toys, a fun background featuring your products is a great idea. If you have a very professional business, choose a business background or go with a solid color. The emphasis will be on your custom photo that you used from Facebook instead of the noise of a fancy background image.
3- Your website. Any website that does not have your logo and contact info on any page, along with social media buttons and a contact form is a lost opportunity. You want to clearly express who you are and what you do within just a few seconds of a person landing on ANY page of your website. Having a header with a short tag line and your logo and a footer with your contact info and social sharing buttons is an excellent way to do this. If you have expressed to the visitor clearly your value and expertise, they will be happy to share your site with their friends online.
4- Blog. Blogging is a great way of creating dynamic content, educating your customers and prospects about your business and services, and establishing trust. You don’t have to blog daily or even weekly. Blog when you have something valuable to say or when you see something worth passing along to your clients. Give credit when citing other articles you find, and feel free to use other people’s blogs and articles as reference material. It is seen as a form of flattery. Make sure your blog is equipped with the same key ingredients as your website: your logo, tagline or slogan, contact information, and social sharing buttons. Have fun and look for more than just written articles. Look for video and audio that you can embed in your blog as well.
These are just a few key pieces to creating a more consistent image when branding your business online. As always, do your research and listen to your customer’s feedback. Just because you are “small” doesn’t mean you have to look small. And remember, to keep it simple.
Want To Build A Bold Personal and Organizational Identity? Learn How To Brand YOU! Part 1
By Becky Harmon, BOLD IDENTITY Expert
Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products
An effective brand is important for your personally and even more so as a business or non-profit leader. Why? It helps people separate you from other’s who make the same claims. Simply put, it’s your very core identity. It tells people exactly WHO you are and what you are going to do for them.
When I think of the orginal brand expert, I think of my faith. What did Christ say? I am the son of God. I am the way, I am the truth and I am the light. There is no way to get to the Father other than me (That pretty much separates him from any other religion). Come to me, all you who are heavy laden and worn out for I will give you rest. I have come to set the captives free.
Not overly complicated and he didn’t need a team of marketing experts to help him develop a logo. Although everytime we see a cross, it reminds us of one thing. The sacrifice that he paid for us individually. That’s all branding is foundationally. It’s a visual picture that helps people “get” quick your core identity.
So let’s break that down for your personal identity so we can help you develop a strong business brand. Who are you? What do people say about you? Are you an edgy leader in your industry? Or are you the experienced, reliable one? Here’s the thing about branding, you can’t be all things to all people. Who you are in essence should be your clients need you to be. Again, if it helps, think in spiritual terms. What did we need Christ to do for us? We needed to be delivered from sin. We needed someone to break the bondage of religious works off of us and reconcile us to our Father. Your brand needs to be developed out of what you provide for your clients.
First, and this has been my observation over the past decade in empowering people to move from sabotage into success that individuals HUGELY underestimate the value of DOING WHAT YOU SAY YOUR GOING TO DO QUICKLY. Might I add without prodding. I know it may sound like a no brainer, but one of the incentives people have for brand loyalty is a consistent experience.
If you say you’re going to have the service ready on a set day, be sure it is ready. Nothing leaves a bad taste in someone’s mouth like you not following through on what you say your going to do. I have seen the most gifted, intellectual leaders sabotage themselves by losing the trust of their teams and employees just because they can’t seem to follow through on their word come hell or high water.
At some point, if you are going to be an owner you must have a no excuse policy. Now, if your calling from the emergency room, then you have some slack but the truth is positive experiences lead to powerful partnerships and great momentum which leads to them telling all their friends about you. But don’t forget that bad experiences work the same way and they will tell everyone that you are all talk and no walk. That makes for bad business and no profits or provision.
Next time we will be talking about some great ways to your personal “look” and also the number one way people find you these days, your website!
Becky Harmon
Becky is a certified Atlanta Life Coach and National Speaker and is passionate about equipping Christians to move from sabotage to success. She has coached hundreds of men and women out of personal sabotage and into success. Determined to become an overcomer after self-sabotaging herself with food, alcohol, rejection, depression and resentment, Becky through the grace of God, has succeeded and is paving the way for countless others to experience the best God has for them. She is a founding member of KSU Toastmasters Club and a member of the Georgia Christian Counselors Association.
How Can I Help You?
Learn How AVAS Can Benefit Your Company
Get your FREE ½ hour call to find out how we can partner to give you the right strategy for your business.
For Email Marketing you can trust