By Blaze Experts
The podcast currently has 11 episodes available.
Why you need a Style Guide for your business.
This is not just to ensure white space all the way around your logo! It is to ensure your brand is consistent through every communication. It's a litmus test of sorts…It's something you can have at your back as reference as you build materials to promote your business—from email or letter to your google my business page. This is especially important if you have team members all sending out information on your business's behalf.
Common Elements of a Style Guide – All Visual!
" The Brand isyour Business " ~Bud Adams
Style Guide VS Brand Book
Brand Book is based upon a full brand architecture which includes much more than just your look (though that is the first thing most of us think of)
A brand book defines you. It goes beyond an introduction and takes you all the way through the customer journey. Everything in a style guide PLUS:
“It helps you not only define, but also refineyour image.” ~Jeffri-Lynn
Uses for a Style Guide
Reference for visual promotion of your brand
Onboarding
Resources:Color Picker
Ryan is a Business Solutions Manager and Team Lead for Ledgent Technology. He provides support to local Phoenix businesses and jobseekers, working to fulfill their employment needs and connect them with the best talent available. Half business support and half recruiter, he is constantly on the lookout for candidates that are both skilled and a cultural fit, empowering them to reach the next step in their career.
Guest: Ryan Fritzsche, Co-Host of The Book on Recruiting, a conversational podcast where we discuss all things recruiting, careers, and technology that has to do with recruiting and the future.
Ryan is a Business Solutions Manager and Team Lead for Ledgent Technology. He provides support to local Phoenix businesses and jobseekers, working to fulfill their employment needs and connect them with the best talent available. Half business support and half recruiter, he is constantly on the lookout for candidates that are both skilled and a cultural fit, empowering them to reach the next step in their career.
Topics Discussed in this Episode:
Brand Badassery
Advice from one Brand Badass to another…
Your image depends on cohesion…not only in your messaging but also in the way your brand is depicted in all of your communications and promotions. From Instagram to In-Person Appearances, your imagery says a lot about the work you do and who you do it for. It positions you, so it is important!
The 4 I’s: Image, Influence, Impact, Income
Where you use photos
When to hire a professional photographer
CANDID VS. POSED VS. ACTION
DIY Photography Budgetary Restriction
FRAMING
iPhone – portrait vs. landscape Use of selfies – when and when not to DSLR – Higher end camera (how to use your DSLR Cheat Sheet)
Ideas about Photoshopping:
Trending Now:Current Trend to cut off the top of the head Remove.BG
Stock PhotographyFirms say “only proprietary photos” we’re ok with stock, just as long as it doesn’t look like stock “thumbs up guy” – good stock is a cost-effective and viable alternative
Other ResourcesFree: Unsplash, Pexels Paid: Adobe Stock because of pricing and value and Shutterstock
Click the thumbnail to DOWNLOAD the PDF resource full of links to many FREE online stock photo, photography and imagery websites!
https://blazeexperts.podbean.com/mf/play/ihcg6n/BrandBadasses-Ep11.mp3 Episode 11 Imagery Photography360º brand goes beyond your external image and reputation. It looks at the internal impact of the brand, too. From greeting to goodbye, your customer’s journey is determined by infusion of your brand throughout every interaction.
"A well-designed brand that is centered upon the…leadership's passion tends to be more genuine and authentic and tends to attract the customers and the team you want to build around you."External Impact Formula:How every exposure to your brand impacts your external reputation.
Employee Confidence Yields High Performance and Customer Satisfaction.60% of consumers make a purchasing decision before they have any contact with your company.
Internal Impact Formula:How your team’s understanding and pride impacts every interaction with every person who comes in contact with your brand.
Communicating the Purpose and Projecting the Mission Builds Employee Confidence38% of employees are currently driven to make a positive impact on clients and customers.
Resources Discussed in this Episode: INFOGRAPHIC of the 360º Brand
[contact-form-7] https://blazeexperts.podbean.com/mf/play/gb5ftc/BrandBadasses-Ep10.mp3 Episode 10 360º Brand EngagementUsage of color and fonts can communicate your brand without words. Be thoughtful and intentional with their use rather than just “picking your favorites.”
"Colors…translate some sort of energy. If there is a particular energy that is important to your business, you want to make sure it's how you externally represent yourself."Top Color Usage in Marketing and Brand Identity:
Think: Chanel
Think: Target, Coca-Cola, CNN
Think: Sprint, National Geographic
Think: Fanta, Harley Davidson
Think: Mercedes Benz, Apple
Think: Hallmark, Yahoo
Think: Starbucks, Whole Foods
Think: UPS, J.P. Morgan
Choosing a typeface:
Kerning: spacing between letters Tracking: spacing between groups of letters rather than individual letters Leading: spacing between baselines – line spacing
Intentional grammatical deviation for emphasis Resources Discussed in this Episode:
Also Discussed in this Episode:
Your freakin’ logo is probably the most visible and recognizable symbol of your brand, so we spent some serious time dreaming up the design for ours. Whether you are thinking about a DIY logo or you plan to direct a professional to design one with you (or for you), this episode offers things to consider as you embark on this important project.
"Your brand is your most valuable asset…and your logo is the most visible and recognized symbol of your brand."Topics Discussed in this Episode:
DESIGN Identity: We’re talking logos
There are 4 Types of Logos
Logo Usage, Trends, and Evolution
Considerations in Logo Design
Trademark Checklist
Four Categories:
Resources Discussed in this Episode:
Also Discussed in this Episode:
https://blazeexperts.podbean.com/mf/play/gsq2an/BrandBadasses-Ep8.mp3 Episode 8 – Logo Logic [contact-form-7]
Even your words should paint a picture in your dream customer’s mind’s eye.
What story is your brand telling?
"Some businesses miss their style because they are grounded in stereotypes."Topics Discussed in this Episode:
The Picture:A cohesive look that appeals to your dream client and evokes the emotion you want your customer to experience. What does that entail?
The Story:Consistent messaging that uses your voice, appropriate language, the right tone…conveying the right mood and what it’s like to work with you.
Resources Discussed in this Episode:
Brand can be like last year’s outfit. Try it on and see if it fits. Some styles are timeless while others are trendy. When looking at your brand inside and out—from its design identity to its message—has it evolved with you? Here’s a look at the elements and how they may stand the test of time to sustain your brand and business over the long-term.
"Just because you have the brand locked down, it doesn't mean you can't be creative."Topics Discussed in this Episode:
The 5 Elements of Brand
Resources Discussed in this Episode:
5 Elements of Brand
https://blazeexperts.com/wp-content/uploads/BrandBadasses-Ep6.mp3 Episode 6 – When is it Time for a Brand Refresh? [contact-form-7]When you first embark on building your business, you don’t stop until you drop. Driven by passion, you resemble the energizer bunny…going and going and going. Is burnout knocking on your door? Do you know when to say when? How can you recharge and rediscover that spark to keep the fire burning?
"Does inspiration have to be constant? Or does it just need to be consistent?"Topics Discussed in this Episode:
Resources Discussed in this Episode:
Your heart and your head determine your business (and brand) direction. If you force yourself to take action and do the work, behaviors will change and you will begin to see the results.
“If your internal treatment of your ideal customer…is just as consistent and strong as the brand you developed in the beginning…and your heart and your head are still in it, creating the habits to carry that through…those are the businesses that succeed.”
"Your brand is one of your most valuable assets."Topics Discussed in this Episode:
Three elements contribute to small business brand success
Communicate each of these elements to your customers and your team:
Resources Discussed in this Episode:
Other Resources:
The podcast currently has 11 episodes available.