[webinar] 4 tips to more consistent brand marketing
TRANSCRIPT
![Page 1: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/1.jpg)
Garrett Jestice, Head of Marketing, Lucidpress
Ashley Spurlock, Solutions Marketing Manager, Workfront
4 Tips to Make Your Brand More Consistent
![Page 2: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/2.jpg)
Head of MarketingLucidpress
Who Are We?
Garrett JesticeSolutions Marketing Manager
Workfront
Ashley Spurlock
![Page 3: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/3.jpg)
If You Stick Around…
![Page 4: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/4.jpg)
• 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• Q&A
Agenda
![Page 5: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/5.jpg)
Why is brand consistency important?
![Page 6: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/6.jpg)
![Page 7: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/7.jpg)
“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%
![Page 8: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/8.jpg)
“How do you feel that the brand consistency you’ve maintained has contributed to the growth of your
organization?”
![Page 9: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/9.jpg)
Tip #1: Pick the right brand champion
![Page 10: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/10.jpg)
“Who in your organization has PRIMARY responsibility to manage and protect how your brand is used?”
![Page 11: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/11.jpg)
![Page 12: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/12.jpg)
• Define roles
Pick the Right Brand Champion
![Page 13: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/13.jpg)
• Define roles• Stakeholder buy-in
Pick the Right Brand Champion
![Page 14: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/14.jpg)
• Define roles• Stakeholder buy-in• Asset storage
Pick the Right Brand Champion
![Page 15: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/15.jpg)
Tip #2: Make your brand guidelines easier to find
![Page 16: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/16.jpg)
![Page 17: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/17.jpg)
• Offer brand guidelines in multiple formats
How to make your brand guidelines easier to find:
![Page 18: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/18.jpg)
![Page 19: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/19.jpg)
Lucidpress Brand Style Guide Template
bit.ly/LucidpressStyleGuide
![Page 20: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/20.jpg)
LucidpressBrand Assets
“Living” brand guidelines where employees create
![Page 21: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/21.jpg)
• Offer brand guidelines in multiple formats• Require reviewers to follow a style guide
How to make your brand guidelines easier to find:
![Page 22: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/22.jpg)
• Offer brand guidelines in multiple formats• Require reviewers to follow a style guide• Make clear the intended final use of the project
How to make your brand guidelines easier to find:
![Page 23: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/23.jpg)
• Offer brand guidelines in multiple formats• Require reviewers to follow a style guide• Make clear the intended final use of the project• Allow for easy comparison between content
How to make your brand guidelines easier to find:
![Page 24: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/24.jpg)
• Offer brand guidelines in multiple formats• Require reviewers to follow a style guide• Make clear the intended final use of the project• Allow for easy comparison between content• Attach requirements to project workflows
How to make your brand guidelines easier to find:
![Page 25: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/25.jpg)
Tip #3: Ensure enforcement of brand guidelines
![Page 26: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/26.jpg)
![Page 27: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/27.jpg)
• Templatize your process for review and approval
How to enforce brand guidelines:
![Page 28: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/28.jpg)
• Templatize your process for review and approval• Provide an outline at the beginning of each project
(outlining who will be reviewing what and when)
How to enforce brand guidelines:
![Page 29: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/29.jpg)
• Templatize your process for review and approval• Provide an outline at the beginning of each project
(outlining who will be reviewing what and when)• Standardize the communication of feedback
How to enforce brand guidelines:
![Page 30: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/30.jpg)
• Templatize your process for review and approval• Provide an outline at the beginning of each project
(outlining who will be reviewing what and when)• Standardize the communication of feedback• Create a library of templates (and lock them down)
How to enforce brand guidelines:
![Page 31: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/31.jpg)
Lucidpress Template Locking
![Page 32: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/32.jpg)
Tip #4: Respond faster to creative requests
![Page 33: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/33.jpg)
![Page 34: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/34.jpg)
40%24%
![Page 35: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/35.jpg)
• Implement a request queue (could be a traffic manager, a physical location, an email address, a google form, or a PM solution)
How to respond faster to creative requests:
![Page 36: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/36.jpg)
• Implement a request queue (could be a traffic manager, a physical location, an email address, a google form, or a PM solution)
• Use a scorecard to prioritize projects correctly
How to respond faster to creative requests:
![Page 37: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/37.jpg)
How to respond faster to creative requests:
Marketing Project Scorecard Template
bit.ly/ProjectScorecard
![Page 38: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/38.jpg)
How to respond faster to creative requests:
Marketing Project Scorecard Template
bit.ly/ProjectScorecard
![Page 39: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/39.jpg)
• Implement a request queue (could be a traffic manager, a physical location, an email address, a google form, or a PM solution)
• Use a scorecard to prioritize projects correctly• Communicate in the context of the work
How to respond faster to creative requests:
![Page 40: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/40.jpg)
• Implement a request queue (could be a traffic manager, a physical location, an email address, a google form, or a PM solution)
• Use a scorecard to prioritize projects correctly• Communicate in the context of the work• Enable others to create their own materials
How to respond faster to creative requests:
![Page 41: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/41.jpg)
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 Make Your Brand More Consistent
![Page 42: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/42.jpg)
ResourcesDownload at:
bit.ly/BrandConsistencyReportDownload at:
bit.ly/LastMileMarketing
Visit bit.ly/LucidpressDemoand workfront.com/demo to learn more about building a
consistent brand
![Page 43: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/43.jpg)
Keep your questions coming!
Questions & Answers
![Page 44: [Webinar] 4 Tips to More Consistent Brand Marketing](https://reader033.vdocuments.net/reader033/viewer/2022042706/587410321a28ab6f1d8b84ed/html5/thumbnails/44.jpg)
Links to this deck and all other resources will be sent to you soon.
Thanks for attending today’s webinar!