Greyskye brands, which means we DO corporate identity. That involves the part of the brain that helps increase a company’s net worth by increasing its brand equity through creative image building and unique marketing communications material – the RIGHT side.
How Unique Is Your Image?
As long as your company is portrayed as and run in a manner consistent with its mission, goals and objectives – it has jumped one of its toughest hurdles. After that, another hurdle is to UNIQUELY position yourself in your market and to keep your audience there – a big hurdle nonetheless. Message style and content, delivery mediums and frequency follow.
How to be unique?
It comes mainly from hiring the right level of TALENT to do it for you. WEBSTER’S definition of “talent:” 1. A mental or physical ability : aptitude. 2. Superior natural ability : genius. 3. A person or people with such ability. Here’s a breakdown of the creative process: Agency researches and taps into your market. Creative writers begin concepting. Designers begin brainstorming; stream-of conscious, quick thumbnails, numerous internal meetings, feedback, pencil sharpening, re-hashing out, presenting, re-presenting, re-re-re-presenting – until final realization. Ingenuity, smarts, raw determination and great word-of-mouth can get virtually any business off the ground. There is no question, however, that the “four Cs” of branding and marketing accelerate growth all the more: Correct, Creative, Clear, Consistent.
How Are You Currently Branding Your Company?
Do you have a logo? Is it consistent from usage-to-usage? Why is that important? So there will be no confusion of what or who your company is in the eyes and/or ears of your target audience – ever – and because 80 percent of the information we absorb comes from what we see, through our eyes. Today more-than-ever, effective branding comes down to satisfying the ever-increasing need in each and every one of us to absorb new sights and sounds – faster. Many people have probably become somewhat desensitized to and discerning of new imagery – HDTV- and DSL-delivered. Blame it on evolution. To much information in this information age is just the right amount of information. This has increased the need for unique “positioning.” In other words, in terms of even hoping for effective brand recognition today, one should not only be thinking of inventing the most unique spin on their company, but of its positioning and delivery as well. At least consider everything required to grab the reader – even if you never employ any of it – and by the most creative means necessary. That even goes for your newsletter. If you aren’t working with a team helping you brand, then hire one. If you won’t, or cannot, then, unfortunately, you will have to find the time to do it yourself. If you do not have the time, then keep focusing on working smarter, not harder. If you are already successful (or think you are), and with little or no branding efforts, then you may likely not be earning the revenues you potentially can. And if you are truly happy with and successful from your branding efforts, we salute you.
How Clear Is Your Message?
When someone sees your logo, reads your article, hears your radio spot, or interacts with your web site, it is an opportunity for your corporate or brand identity to be reinforced, thereby building upon and hopefully strengthening your brand equity – the backbone of business. Whether it will be in the form of traditional advertising such as print and broadcast, or public speaking events, an interactive web site, direct mail, or published works – simplified communications and consistent vital messaging are the first steps. Is that clear?
Branding Also Means Advertising, Direct Mail and PR
Once the messages are clear – and cleared with everyone, implementation begins. It may or may not begin from ground-zero with a logo, but certainly crosses over into advertising, direct mail and PR. It is MOSTLY about choosing the best creative team – and creative solution you can find. Advertising: the right concepts and content – when to be funny and when to be technical; optimum combinations of size, frequency, color and response data gathering. Direct Mail: the right concepts and content; the right list (culled through various means); optimum combinations of size, frequency, color, printing configurations (to keep printing and postage costs down) and response data gathering and telemarketing. PR: the closest thing to word-of-mouth – the right PR to portray newsworthy company issues and events as leading-edge and have them published; certain regularities established e.g. days-per-month; the right publications; schedule and coordinate networking and speaking events; enter field competitions, and response data gathering. Creative Committee: After a successful branding effort or ad campaign, for example, with your creative committee in-tow, let the dust settle and “take stock.” Maintain your creative committee, however. You may likely not need to meet as often or as long, but DO NOT halt creative brainstorming altogether. Always keep the creative engine set minimally at “all-ahead one-third.” Whatever means your company may employ to increase its client base, Greyskye can ALSO assist you in planning how to handle response increase. We’re here to help.
How Creative Is Your Communications Material?
Is it different – not different enough? Is it “ad-like”? Is it too slick, uninspiring, off-the wall, inappropriate, too dry, cliche, trite, in bad taste (we’ve seen ’em all), improperly rendered, unnatural, too colorful, not colorful enough, incognizant of all markets, gramatically incorrect, too crowded, or improperly formatted? We certainly hope not all of the above, but if you want a fresh opinion, you should call us. That’s how we very often begin our relationship – by building our client’s TRUST in us seeing how we address every one of those areas from the getgo.
Again, is your company portraying its best possible image?
Are You In The Market For Planned Creative?
Who will tell you other than Greyskye Marketing Consultants? Answer: post and prior industry-related and other research, response from previous efforts, competitive influences, partners and employees, clients, family and friends. Run focus groups. Allow Greyskye Marketing Consultants to assist you in establishing your creative committee, one that meets regularly – somewhere/somehow – once-a-week, for example. Agenda are addressed and met – minutes are taken and agenda is drawn for the next meeting – and so on. Q&A and round-table discussion time must be figured in. Considering ALL of the above – help Greyskye to help you determine to what extent you should be marketing – with a customized Marketing Plan.
Sample ID Manual
1. Philosophy – The “One-Firm” Concept – Stationery – Publications – Advertising
2. Basic Elements – Symbol and Logotype – Signature – Nomenclature – Signature with Business Unit Names – Area of Isolation – Signature with Rules – Signature Misuse – Size & Position of the Signature – Color – Signature Color – Color Use – Primary Typeface – Secondary Typeface
3. Publications – Publications Overview – Typographic Guidelines – 8-1/2″ x 11″ Brochures – Copyright Notice – 6-3/8″ x 10-3/8″ Brochures – 3-3/4″ x 8-3/4″ Brochures
4. Advertising Guidelines – Elements of the Advertising System Advertising Signatures – Sector or Business Unit Names in Advertising – Advertising Grids – Typographic Style for Headlines and Subheads – Typographic Style for Body Copy – Typographic Style for Coupon and Other Small Space Advertisements – Visual Images in Advertising
5. Stationery and Forms – Business Cards – Stationery and Signage – Internal Memoranda – Forms
6. Reproduction Materials – Reproduction Art for Signature – Coated Color Swatches – Uncoated Color Swatches
Greyskye Marketing’s definition of colophon:
A logo, i.e. a visual symbol extracted and abstracted from a business and its mission – one that visually assists in uniquely positioning, or branding, that business in its market, and one that commands recognition.
Our creativity stems from our understanding and interpreting your business’ reach, goals, and core philosophy. The creative process takes time and numerous iterations to achieve what you and your universe can identify and associate with.
Our philosophy on the logo:
“Everything your company is or does is defined by how the world perceives you.
It all starts here – in the uniqueness of your brand – what makes you better and different – and how you communicate that message.
That is the equity upon which companies are built.”