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!

• Spacing around your logo
• Font ID/Recommendation,
  • Headline
  • Body Copy
  • Subheads, Emphasis
• Color Palette
• Color Usage
• Image Framing, Organization, Presentation
• Textures / Patterns

" 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:

• Essence
• Mission
• Vision
• Core Values
• Brand Pillars
• Language, Voice, Tone, Mood, Messaging

“It helps you not only define, but also refineyour image.” ~Jeffri-Lynn

Uses for a Style Guide

Reference for visual promotion of your brand

• Social media posts
• Internal documents
• Advertising
• Print collateral
• Signage
• Sponsorship representation
• Guidelines for team and external partners

Onboarding

• A style guide vs being a multiple page document as in the days of corporate protection though it is important to have enough information to protect your brand. This makes onboarding important!
• Anyone who is designing, creating, building, sending anything out on behalf of your company should have a full and thorough understanding of both your brand and its style before you "set them loose" to represent you and your brand.

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:

• How to differentiate in a field of sameness – As a job seeker and as a leader in your field
• ” If you can provide quality in a timely manner to people, they will continue to want to work with you. ” ~Ryan Fritzsche
• Modeling and learning from others’ mistakes
• It comes down to relationships
• You are your own brand
• “You have to be yourself but be your best self.â€Â ~Ryan Fritzsche
• 360º Brand Engagement and cultural fit

Brand Badassery

Advice from one Brand Badass to another…

• Anything we do in this business is not about us…sometimes you have to shut up and listen more. When we do that, we may hear something we aren’t expecting. Just shut up and listen to people. They will tell you everything you need to know.
• Sit down and listen first.
• Be proactive rather than being reactive.

https://blazeexperts.podbean.com/mf/play/qbsyjw/BrandBadasses-Ep12.mp3 Episode 12 Our First Brand Badass  

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

• Website (Rotator/Slider, Blog Posts, Hero Images on Pages, Backgrounds, Paralax Backgrounds, Etc.
• Social Media
• Emails
• POP
• Video SlideShow
• Posters
• Brochures
• Business Cards when applicable
• Individual products under the brand umbrella
• Advertising
• Thumbnails: all aspects

When to hire a professional photographer

• For your business
  • Subtle things you can do
• For you
  • Letting your personality shine through
• What to look for

CANDID VS. POSED VS. ACTION

• Execution: Brand photos of Amber Ehrlich, Tidy Bungalow (action shots on Amber’s IG) Follow @thetidybungalow on Instagram

DIY Photography Budgetary Restriction

FRAMING

• For use in promotion (leaving room for text overlay)
• Headshots
• Entry points

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:

• No
• Still no

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 Photography  

360º 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 Engagement  

Usage 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:

• Blue means Business: Trustworthy, Dependable, Responsible, Conservative. Think Forbes & LinkedIn
• Black: Luxury, Sophistication, Disruption, Strong, Intelligent

Think: Chanel

• Red: Attention-Getting, Aggressive, Provocative, Passionate, Bold,

Think: Target, Coca-Cola, CNN

• Yellow: Strongly used in communication, Positivity, Hope, Warm

Think: Sprint, National Geographic

• Orange: Creativity, Vitality, Playful, Fun

Think: Fanta, Harley Davidson

• Grey: Sleek, Timeless, Sophisticated

Think: Mercedes Benz, Apple

• Purple: Royalty, Creativity, Intelligence, Wisdom.

Think: Hallmark, Yahoo

• Green: Finance, Health, Nature.

Think: Starbucks, Whole Foods

• Brown: Friendly, Earthy, Longevity

Think: UPS, J.P. Morgan

 

Choosing a typeface:

• Pick your font last
• Analyze the personality of the font
• Avoid default fonts
• Think carefully before using more than two fonts
• When pairing fonts, ensure they are complementary
• Customize Line Height
• Serif vs san serif

 

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:

• Font Sites

Also Discussed in this Episode:

• Kat Topaz
• Topaz Design — com
• SNL Skit: Avatar logo is the papyrus font

https://blazeexperts.podbean.com/mf/play/r9ya8e/BrandBadasses-Ep9.mp3 Episode 8 – Design Identity:Choices: Colors & Fonts   [contact-form-7]

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

• BrandMark – An emblem, Iconography
• WordMark – Make it unique
• LetterMark – Acronyms and abbreviations
• ComboMark – Usually a wordmark with something else

 

Logo Usage, Trends, and Evolution

• FedEx evolved from Federal Express
• Apple evolved from Apple Computers

 

Considerations in Logo Design

• Meaning
• Positioning
• Ease of understanding what the business is or does
• Uniqueness
• Can it be trademarked?

Trademark Checklist

Four Categories:

1. Fanciful or Arbitrary: The most distinctive, creative and unusual, these are strong and easily protected. Fanciful marks are “made up.” They are words with no other known meaning. Arbitrary marks are actual words with a known meaning that have no association or relationship with the brand they protect. Fanciful and arbitrary marks are registrable and, indeed, are more likely to get registered than are descriptive marks. Online Shopping Examples:

• Fanciful: Zappos
• Arbitrary: Amazon

1. Suggestive Marks. Suggestive marks suggest a quality or a connection to the goods or services. Example:

• Glance-A-Day for a calendar

1. Descriptive: Descriptive marks are words or designs that describe the brand. Weaker than the other two, they are more difficult to protect. Examples of descriptive marks:

• New York Bagels
• Buttery Spread

1. Generic words don’t qualify as legal marks. Common, everyday names are extremely difficult to protect. Examples of marks that became generic due to widespread, non-trademark use are:

• Escalator
• Aspirin

Resources Discussed in this Episode:

• Intellectual Property Brand Protection Toolkit
• Trademark Checklist
• US Patent and Trademark Office Trademark Basics

Also Discussed in this Episode:

• SNL Skit: Avatar logo is the papyrus font

 

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?

• Sizzle It – Exude Passion
• Style – Overarching 5 Senses
• Think of the words that make you feel something: Suck the audience in.
• Stereotypes vs. style
• Energy depicted in the style presentation
  • Setting up the style expectation
  • The Design ID: Word mark or Logo, Font, Colors, Images, Graphics, etc.

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.

• How you present your business exemplifies your brand
  • A brand that is genuine is easier to consistently support and sustain
  • It sets up expectations around your customer experience…
• Internally, it is important to ensure everyone who works within your organization understands it as well as you do. If they do, (eventually) your customer will know, like and trust you, too!

Resources Discussed in this Episode:

• 5 Elements of Brand

"Some businesses miss their style because they are grounded in stereotypes." https://blazeexperts.podbean.com/mf/play/xkxxra/BrandBadasses-Ep7.mp3 Episode 7 – Paint the Picture. Then Tell the Story. [contact-form-7]

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

1. Brand Development | Refinement

• Reimagine the foundation of your brand
• Examine the core values of the business
• Shift the identity to align with the values today

1. Brand Design Identification

• Visual philosophy and representation
• Personality: Voice, Language, Tone

1. Brand Application

• Channels, Messaging, Presentation

1. Brand Infusion

• Designing & Teaching, Learning & Participating

1. Brand Activation

• Practicing, Experiencing, Celebrating

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:

• The glorification of being a machine
  • The Energizer Bunnies
• Freedom of running your own business
• Range of inspiration
  • Finding the balance
  • Consistency vs. intensity
• How do we recharge and refresh?
  • Recovery
  • Consistent self-care
• Internal Brand Impact
  • Flexible schedule impact on morale
• Know when to say when
  • Escape
  • Go somewhere new

Resources Discussed in this Episode:

• For Maximum Recharge, Take Wednesday Off

https://blazeexperts.com/wp-content/uploads/BrandBadasses-Ep5.mp3 Episode 5 – Are You a Machine? [contact-form-7]

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

1. Your heart (passion)
2. Your head (commitment)
3. Your habits (action)

Communicate each of these elements to your customers and your team:

• In-person
• External promotion
• Internal education

Resources Discussed in this Episode:

• Sparking Creativity

Other Resources:

• 4 Quadrants – Brand Consistency Meter

https://blazeexperts.com/wp-content/uploads/BrandBadasses-Ep4.mp3 Episode 4 – Small Business Brand Success [contact-form-7]