Logos

Identity vs. Image

There are two main factors in any business relationship: your company’s identity and your company’s image. Your identity is what you and your company aspire to be. Your image is how your clients actually perceive you and your company. So, identity is your perception, and image is your clients’ perception. Ideally, the perceptions should match closely. The consistency between the two is the equity you have with your clients, and it plays a significant part in how loyal your clients are to you and your company. Your logo is a critical part of both your identity and your image. It’s your company’s signature and seal. A great logo conveys the energy and purpose that sets your company apart.

Event Logos

Event logos are special logos designed for a special place in time. They are celebrations like your 5th, 10th, 15th, 25th anniversary. They are special programs that need to be differentiated. They are flags and coats of arms. Designed correctly, event logos deliver a sensory experience and convey necessary information in an aesthetic manner.

Electronic Mediums

Your corporate website has now taken the place of first contact with your company. It used to be your receptionist was most likely to have the initial personal contact but today, it’s your website. So, what is that first contact like for your clients and prospects? Is it groomed? Does it say the right things. Is it intelligent and representative of you and your company? Is it useful? Does it convey the message and information your prospects need in order to take the next step?

One of the most effective ways to share your expertise, stay in touch with existing clients and appeal to your ideal prospects is to write a newsletter each month or quarter. Once you have a system down for producing and distributing your newsletter, this highly effective marketing tool becomes quite effortless. The goal of your newsletter is to showcase your expertise by providing real solutions to your readers. Your newsletter should not be self serving (i.e., it should not be all about you and your company). It should share tips, resources, and tools on how your prospects and clients can solve their everyday problems.

Other electronic mediums such as PowerPoint presentations and PDF reports/booklets/ezines can be very effective tools in helping you convey value to your clients and prospects. It’s super important though to understand the tool you are using. PowerPoint is a way to make a presentation (ideally an in person presentation) — it’s typically not a good tool for conveying thousands of words and making this into your brochure. Many PowerPoint users tend to think that the usage of multiple colors and fonts are the way to make a point. Unfortunately, the only point that is typically made is that the presentation is home-made and unprofessional. Less is usually more with PowerPoint.

PDFs on the other hand are great tools for sharing information — especially information that you may not be able to present in person. Creating a PDF booklet or brochure is a way to incorporate your story, your identity and do so in a convenient way that can easily be sent to others who may have an interest.

Printed publications or catalogs are still a must for certain businesses, though pdf versions should also be an alternative.

Print

Your brochure is often called a capabilities brochure because the goal of your brochure message is to share with your audience all the capabilities you bring to the table. It should also be a direct reflection of who you are — your story. Capability brochures come in all shapes and sizes and costs. Papers, inks, binding, size, colors are all used to enhance your story. But, it all begins with your story. Start with who you are and what value you provide, then build your brochure around it.

Sell sheets or one-page brochures are another example of conveying your message. Often companies will create these sell sheets or mini-brochures to offer at tradeshows or situations where you are trying to figure out if your contact is a suspect or true prospects. Sell sheets are also great at telling a very specific story about a specific product or service area — especially useful if this information changes frequently. Reprinting a single sheet brochure is far less expensive than reproducing your capabilities brochure.

Stay in touch and have some fun. Cards and invitations are an important part of the staying in touch process. From postcards, to holiday cards, to reminder cards, remind your clients what you do and why you’re better at it than anyone else. If you are going to have a special event, don’t skimp on the invite. Invitation to your celebrations should be as special as the event itself.

Other

Other collateral items that should all match your story, your identity and your image include things like: newsletters, tradeshow graphics, posters, billboards, direct mail, promotions, advertisements, announcements, coloring books.