If you are in the advertising/marketing/branding world and enjoy watching TV, you have probably watched all or some of Mad Men—if not, add it to your list.
Whenever a bicycling contest is held in Portland, Oregon, you don't see the name of any corporate sponsors. No flyers, no banners, no labels.
In the headquarters of McDonalds, executives constantly remind colleagues of a company adage: "If you see a man in a $300 suit picking up paper in the parking lot, you’d better get out there and help him, because it’s Ray Kroc." That is because Ray Kroc was so obsessed with McDonalds' reputation for cleanliness that he would pick up the trash himself and shout at the local owner for not keeping the place tidy.
As communication becomes increasingly more digital in nature, there's a vital brand touchpoint which requires more consideration: typeface. As a brand asset, type possesses the ability to subtly convey brand values through the choice of letter shape. When Coca Cola followed in the footsteps of AirBnB, Nokia, General Electric, Intel and BMW to launch its own custom corporate typeface, the new typeface was designed to “encapsulate from Coca-Cola’s past and its American modernist heritage.”
When it comes to brand terminology, how clued up are you on your definitions? Does it really matter if you can’t differentiate between corporate identity and brand image, or if you struggle to clarify your brand’s positioning from its differentiation? The answer is yes.
With companies investing an estimated $500 billion globally each year on brand marketing, job description of a Brand Manager aka ‘the brand guardian’, is no small feat. The days of constructing a brand’s identity through one-way advertising has increasingly given way to the online minefield of social media; leading to an era of “open source branding” where “consumers not only discuss and disseminate brand content, they also create it.”
As complexity in sales increase, great templates for all parts of the funnel will increase your chance of winning more business. Ensure the correct use of your brand, while you streamline your sales process – here’s why sales templates will work wonders both for both your brand and for your commercial organization.
This article is written by Templafy’s Brand and Communications manager Lucy Mehrtens who successfully planned and implemented Templafy’s new visual identity and brand guidelines. Lucy explains a few key things that helped along the way. See Lucy's profile here.