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Branding
Logos
Style Guides

DID YOU KNOW?

Ads that use thin models reduce women's self-esteem. Too bad, because they also leave a positive impression of the featured brand. This from business profs at Villanova University and the College of New Jersey. Adage.

Spending on B2B promotional marketing topped $44.76 billion in 2007.

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Marketing Insights

Take a break with award-winning ads at Adsoftheworld.com

Over 7 million adult Canadians (40%) lack the literacy skills to cope with the demands of everyday life and work in modern society. Your copy has to be very clear if it is going to reach this market.

Through our strategic partnerships with Idea Alternatives, we offer marketing research, strategy, and public relations services.

Marketing

Marketing isn't rocket science, but it is social science requiring research, analysis and experience to generate innovative ideas that solve real-world business concerns.

Marketing has 3 objectives:

• AWARENESS: A new product or company needs to work on product/brand awareness.
• PROOF OF PERFORMANCE: If the product or service is a familiar commodity, the company should be demonstrating how this version out-performs its competitors.
• BRAND EXCELLENCE: If the marketplace is crowded, show how your brand intrinsically means value-added attributes apply.

To achieve your objectives, your marketing strategy should reflect which stage you are in now, and how you will move forward once success is achieved at this level. The tactics you develop might include web pages, brochures, product spec sheets, blogs, and press releases. But they should also include staff meetings and information sheets to ensure everyone in your company understands what you currently want the public to know about the product, service, or business.

Some companies separate traditional marketing from internet marketing. We believe that the two should be developed together, as part of one consistent, continuous plan.

Marketing Tactics

Be systematic about marketing. It is an ongoing permanent part of your business that will define

• How your products / services are customized for your target customers (talk to clients)
• How each product / service is superior to those of your competitors (do your research)
• How your company as a whole provides better service, as illustrated through your branding, certifications, awards, and other qualifications (be honest)
• Why customers should trust you
• Other services you can extend to customers, including leads, introductions to qualified strategic partners, networking opportunities, bonuses, discounts, and knowledge.

Marketing to Build Trust

There is no culture or society that does not demand trust before they will do business. That trust may be built on faith at the beginning, but ongoing relations are based on trust. Marketing that carries deep into your company, extends consistently across your customer-base and prospects, and is reflected in your ongoing customer support, builds trust.

If the materials you send out are muddy, confused or contradictory, your customers may be getting mixed messages. A clear and consistent brand statement, backed by a style guide to define the brand for staff and suppliers, will help you deliver a consistent message.

Branding

Branding gives a company/person/service/product a unified and unique image and personality that reflects its promise and purpose. It provides potential clients with subtle clues about the value(s) of the company and its place in the world. A brand should be appropriate, credible and competitive, to be reassuring. More on branding.

Logo Design

The visual pocket-version of your mission statement or elevator speech, your logo should reflect the style of your company through colour, shape and tag lines. More on logos.

Style Guides

Your style guide ensures everyone knows the rules regarding fonts, colours, and layouts, style, tone and spelling. Style guides should be distributed to contractors, agencies and freelancers as well as internally. More on style guides.

Communications Audit

A communication audit can uncover whether or not everyone in your company knows your key services, customer service guarantee, and mission statement. It will assess if all the messages that pass among staff or beyond your walls to customers, prospects, the community and suppliers, imply the same thing.

You have a story to tell. We can help you tell it across many channels from print to online to broadcast and trade booths.

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