Developing a cohesive marketing package is essential in maximizing your impact and brand awareness. At SDG we consider your whole marketing package no matter where you are in the development stage. Our process in creating a cohesive brand from start to finish is outlined below but we are able to jump in at any stage and help complete or round out a marketing package.
We need to know about you and your business. What are your goals? How do you see your company and how do you want to be seen? The more we know about your company, the more we can help.
This is usually the first step in creating a visual representation of your company. SDG adheres to a simple approach when designing a logo as it should be easily recognizable and easy to reproduce across all modern media platforms. The ultimate goal is to have a demographic realize who they are looking at even if they see a part of the logo. Think the golden arch of McDonalds or the Amazon smile/arrow. The first step is plan a shape that incorporates your business. This usually involves picking a graphic “bug” or using the text of the business name to create a look. When using a graphic it must be exemplary of your business. If using the text and there is a possibility to incorporate a shape that ties to your business this is also a good idea. A good example of this is the FedEx arrow that appears between the E and the X. We normally work in black and white to get the shape correct and to make sure your logo looks good in the lowest format it will print which is a single color.
The next step is to create a color palette that best fits your company. Again simple is best here and sticking to two or three colors keeps the clutter down. These colors will ultimately be used in your logo in some combination and throughout you marketing package to create a cohesive look. Colors can effectively be used to creat a composition and move a viewers eye around a page and any advantage you can use to retain viewer time works to your advantage.
The next step is to create an image theme that will help define your company. For instance if you are an active garment company your theme may be national parks or one national park if you are selling locally near one specific park. Conversely if you produce metal machine heads you may take a more industrial approach. The image theme you ultimately choose will be another cohesive element in your cohesive marketing strategy.
Mission Statement and Talking Points
A marketing campaign is not only a visual representation but an auditory one as well. If you are doing interviews or creating video or television commercial you must always consider what are the main points you want to inform people about. These talking points will help you stay on subject and better represent your company as you appear in the public eye. What you say about your company is just as important as what you make your company look like.
If you choose to develop a video promo for your marketing package it will contain all the elements mentioned above. Video is a growing piece of internet marketing and should be considered as you add to the depth of your branding package.