4 tips to build a more consistent brand · 2017-01-30 · brand marketing and sales materials. ......
TRANSCRIPT
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Luke Langford, VP Strategy & GM, Lucidpress
4 Tips to Build a More Consistent Brand
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VP Strategy & GMLucidpress
@LukeLangford
Who Am I?
Luke Langford
• VP of Strategy and General Manager, Lucidpress at Lucid Software
• Prior experience: • co-founded Vivint Wireless, • Product Management at Zynga, • Innovation & Strategy consulting at
Innosight, where he helped craft marketing strategy & positioning for several Chevrolet vehicles including Volt and Cruze
• Lucidpress is a brand management and design platform that helps organizations create on-brand marketing and sales materials
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If You Stick Around…
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• Why is brand consistency important?• Tip #1 – Pick the right brand champion• Tip #2 – Make your brand guidelines easier to find• Tip #3 – Ensure enforcement of brand guidelines• Tip #4 – Respond faster to creative requests
Agenda
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Why is brand consistency important?
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No Harm Done?
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People Don’t Wait. They Can’t Wait.
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“If your brand was always presented consistently, how much do you estimate that your revenue would
increase?”
Average: 23%Answers ranged from 5 to 50%
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“How do you feel that the brand consistency you’ve maintained has contributed to the growth of your
organization?”
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Tip #1: Pick the right brand champion
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“Who in your organization has PRIMARY responsibility to manage and protect how your brand is used?”
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CMO CEO
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Tip #2: Make your brand guidelines easier to find
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40% 9%Brand guidelines are easy to find
(at companies with effective brand guidelines)
Brand guidelines are easy to find(at companies without effective
brand guidelines)
vs
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• Offer brand guidelines in multiple formats
How to make your brand guidelines easier to find:
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Lucidpress Brand Style Guide Template
bit.ly/LucidpressStyleGuide
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LucidpressBrand Assets
“Living” brand guidelines where employees create
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Tip #3: Ensure enforcement of brand guidelines
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• Create a library of templates (and lock them down)
How to enforce brand guidelines:
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Lucidpress Template Locking
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Tip #4: Respond faster to creative requests
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40%24%
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• Enable others to create their own materials
How to respond faster to creative requests:
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1. Pick the right brand champion2. Make your brand guidelines easier to find3. Ensure enforcement of brand guidelines4. Respond faster to creative requests
4 Tips to Build a More Consistent Brand
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Resources
Download The Impact of Brand Consistency research report at bit.ly/BrandConsistencyReport
Visit bit.ly/LucidpressDemo to learn more about how Lucidpress can help you build a more consistent brand
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Thanks for attending today’s presentation!