Why Design? Why Now?
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Transcript of Why Design? Why Now?
Why Design? Why Now?
Vicki Adjami :: Principal and Creative DirectorCommunication via Design :: www.cviad.com
Get Connected: Access to Sales and Marketing
Why Design?
“56% of marketing directors of blue chip companies believe that a downturn could be the best time strategically to rebrand.”
:: The Principle Group report; 250 marketing directors surveyed
What is a Brand?
An integrated experience
:: Internally• identifies who you are, the value of what you offer
and how you communicate that value• shares and uses all marketing tools in smart,
interconnected ways• has internal brand support!!!
:: Externally• engages with stakeholders in a consistent manner• builds relationships and backs your company’s claims• establishes a presence in the marketplace• communicates value
What is a Brand?
Positioning statements:: institutional/corporate
:: departmental
:: product specific
Public relations:: traditional media
• print, broadcast, television
:: social media• YouTube, Facebook,
TwitterLogo:: logomark
:: logotype
:: tagline
Advertising:: print
:: online
:: broadcast
What is a Brand?
Websites:: e-commerce
:: corporate
:: micro sites
Email promos:: HTML blasts
:: press releases
:: e-newsletters
Print collateral:: sales kits:: flyers:: brochures:: stationery suite
Exhibits
:: tradeshow booths
:: event and conference collateral
:: point of purchase displays
Client Example :: Concentric Energy Advisors
:: Concentric Energy Advisors
:: Kit Folder
:: Concentric Energy Advisors
:: Corporate Brochure
:: Concentric Energy Advisors
:: Data Sheets
:: Concentric Energy Advisors
:: Website
:: Concentric Energy Advisors
Brand experience:: sum of all points of contact with the brand
Brand image:: symbolic construct created within the minds of people
:: symbolizes the brand’s differentiation from its competitors
:: information and expectations associated with a product or service
Brand recognition:: a widely recognized brand in the marketplace
What is a Brand?
Client Example :: Kids In Distressed Situations
Brand strategy
Surveys and interviews:: Agencies (internal)
:: Donor community (external)
Positioning statement
Value propositions:: To children and families
:: To service organizations
:: To donor community
Logo and tagline
Brand guidelines
:: Kids In Distressed Situations
:: Before
:: After
Branding by Design
Establish brand guidelines:: positioning statement
:: logo usage
:: font usage
:: color palettes
Tools for control and consistency:: standard fonts (default)
:: templates
:: images, video and audio library
Why Design? Why Now?
Why Now?
“Successful companies do not abandon their marketing strategies in a recession; they adapt them.”
:: Professor John A. Quelch; Harvard Business School
Brands evolve…
Incremental changes:: change components as needed
:: plan for continued change and growth
:: action occurs one step at a time
Ongoing upkeep:: customer needs changes
:: economic realities
:: technological advances
…because marketing evolves
Internet usage:: email blasts
:: social media
:: video story telling
:: mobile devices
Direct mail:: more targeted database lists
:: ease of managing and customizing database lists
:: advantages of digital printing (with variable text!)
…because marketing evolves
Now relatively easy and inexpensive
:: email newsletters
:: Google AdWords
:: Google Alerts
Increase and measure your ROI
:: Google Analytics
:: custom website landing pages
:: make “call to action” obvious and easy
Client Example :: Communication via Design
:: Communication via Design
:: Communication via Design
Client Example :: Avistar Communications
:: Avistar Communications
:: Original Datasheet
:: New Datasheet
:: Avistar Communications
:: HTML Email
:: New Datasheet
:: ConstantContact report “Finding Opportunity in a Down Economy”
“Smart design and photography is more likely to stand apart from the email clutter your customers are bombarded with…”
:: ConstantContact report “Finding Opportunity in a Down Economy”
“…it is also more likely to be forwarded.”
Why Design? Why Now?
Why Design?
consistency, consistency, consistency
cohesiveness, cohesiveness, cohesiveness
stand apart from your competition
and capture attention
Why Design? Why Now?
Why Now?
It’s critical during a down economy
to increase your presence
It’s now relatively easy and inexpensive
It will position you to be more competitive now and in the future.
Why Design? Why Now?
Vicki Adjami :: Principal and Creative DirectorCommunication via Design :: www.cviad.com
Get Connected: Access to Sales and Marketing