Davenport Design & Advertising, Integrated marketing in Lancaster PA

Branding Your Business

Branding is more than just a logo...

A brand is everything that makes your company unique

Many people believe that a brand is their logo, although it may include a logo, a brand is everything that makes your company unique. To create an effective brand you must be able to answer or discover each of the areas below in a logical order; allowing for the owners or marketing people enough time to draw conclusions and come to understand the essence of the business, AS THEIR CUSTOMER'S SEE IT.

1. 

   What is YOUR BRAND?... How do we DEFINE YOURS?

   Begin by taking an inventory on your business plan, your building, your staff, raw materials or human capital used, what you do, how you produce your product or service and who you are as a company within your respective markets is really where the brand begins and ends. If your business does not have or utilize it's resources effectively, it will fail, no matter how great the marketing materials produced.
2. Move onto writing or re-writing your businesses mission statement, vision statements, targeted demographics (or projected customers), basic business goals and values should offer more clarity and give you added direction for the business.
3. Then discover your U.S.P.s- unique selling proposition or niche, features of the company's services, benefits of the company to the customers.
4. Create a slogan or tagline and the boiler plates for each demographic or market. Ask yourself which of the following four benefits does your business offer as the main focus to your customer? Most businesses need to focus on one main benefit and one secondary benefit. Realize that you can't be all things to all people and that is also true with respect to your businesses (single most important benefit).
   • Saving the customer time (Our company is quicker than the competition: Could be our service or just one of our product lines itself. i.e. High Speed internet from Comcast Highspeed Internet over Verizon DSL Services).
   • Giving the customers convienence (Our company is more easily accessible, have more service offerings, better or longer accessability than the competition. i.e. Sheetz convenience store- buy gas, get a sandwich, refill your propane tank etc... all at the same time. Look at Commerce Bank (open 7 days a week) Vs. Fulton Bank).
   • Saving the customer money (Our company is cheaper or we offer a higher ROI than the competition. i.e. Walmart Vs. BonTon or McDonald's Vs. Fudrucker's Hamburgers)
   • Giving the customer peace-of-mind (Our company adds more security or we clearly have a better product than the competition that is easily verified or proven. i.e. Timex watches "Takes a licking and keeps on ticking" Life Alert "I've fallen and can't get up" OnStar"Help is on the way").
5. Your complete BRAND IDENTITY PACKAGE should include:
   • The Logo, Logo-type or Trademark- i.e. See below for details
   • Corporate Colors- i.e. PMS or Hexachrome colors, HTML eqivalents or RGB colors for the web
   • Corporate Fonts- i.e. Never use the same fonts from your logo for your bodycopy fonts
   • Supporting Graphics- i.e. Graphics that reinforce or compliment your logo
   • Brand Photos- i.e. Photos that are used frequently to reinforce your brand
   • Sub-Brands- i.e. Graphics, Icons, quality seals, and sub-logos that are used to compliment or differentiate the brand
   • Spec. Sheets- i.e. How is the logo to be used under certain conditions, spacing, size constraints, ad templates, and pre-designed intra-office materials like: Word templates, email mastheads, fax cover sheets, and other items.
   • Printed Letterhead Package- i.e. Collaterial materials like: business cards, letterhead, envelopes etc... that are used to coorispond with customers regularly.

What are the expected results of a well defined brand identity?

Well defined markets are discovered, benefits to each customer is fully understood to the producers. Advertising and marketing needed to reach the customer carries clear and measurable results each time. Less money and time may be needed to achieve the same marketing results.

What is a professionally designed logo?

Logos, logo-types, trademarks, brand names, and slogans are elements that, over time, come to stand for a product, organization, or concept. Once created and accepted, they often become the one consistent and unifying feature of all forms of marketing communication, including advertising. A logo should represent your company's essence at a glance for use in all segments of your branding and marketing programs.

Our method for designing your logo

After getting a solid understanding of your business offerings, Davenport will create a full page of unique black & white logos. (Usually 15-25 different logos). The designed logos will be original, creative, and hand drawn on the computer using the latest industry-standard software. You will choose two or three final logos, out of which the final logo will come. The selected logo may be further modified and refined. The final logo will contain no more than 2 to 4 PMS colors, to keep reproduction costs down. A horizontal (stretched out) and a vertical (stacked) version of the logo will be created in color, BW-black and white and in line art or bitmapped versions. Logos will then be e-mailed to the customer in a .eps, .tif, jpg, .gif and .ai files etc.

Other logo services

Davenport can also create a spec. sheet of all your logo formats along with an accompanying CD of about any version of the logo you will require for your business over the years to come. This includes logo versions needed for in-house use, sign shops, embroidery, powerpoint presentations, e-mail mastheads, and internal office software.

Branding Overview

Logo Design

Business Cards

Letterhead Packages

Print Design

Website Development

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