Archive for category Branding
“What a disappointment… I was horrified! Every wonderful impression I had of a particular company was instantly shot to shreds when driving by their facility for the first time. Their sign was old, weathered and a letter was missing from their company name. I thought to myself, if this is how they respect their brand and product, well then maybe they weren’t the company I believed them to be.”
Signage is a funny thing. People see it in a good way, a bad way or no way at all. But as competitive as business is today, whether you’re in retail, B2B, B2C or A to Z, your signage needs to be on point, because it can become a customer decision differentiator. In one glance, your signage speaks volumes about your company, and can be the influencer that translates to additional revenue.
This applies to all signage assets. From exterior and interior company signs, tradeshow pieces, stadium signs and vehicle wraps, you have the opportunity to impact audiences with a powerful, cohesive brand standard. With every signage impression, your brand should be reinforced and the quality of the signage should reflect the culture of your business.
That’s why it’s important to view signage development as an investment in your brand, and ensure that the design and production process is implemented efficiently and powerfully.
Be Unified. Although your signage may differ based on purpose, materials, size and messages, maintaining synergy with your corporate brand standards communicates a unified front both externally and internally while reinforcing valued memory units. That said, this does not mean that your signage cannot be or should not be dynamic and creative in execution. Whether your sign simply displays your logo or logo combined with text, an icon or image, you should always stay true to your brand. In fact, most national and international companies have protocols for their signage and logos to ensure that color, fonts and weight remain consistent.
Take Precautions. Always work closely with an advertising agency or signage company with proven creative, production and installation teams that can provide ideas and recommendations as to the look and types of materials that are best suited to your signage objectives, keeping in mind limitations that are sometimes imposed by weather, property management companies or cities.
Once signage design is nearing completion, request a proof for approval of any proposed signage artwork along with the manufacturing materials specifications. Additionally, before the actual manufacturing of your exterior signage takes place, make sure that your agency or vendor has city or county permits in order. There’s no scorned city official like a permits official! Finally, obtain a certificate of insurance from the company installing your signage, particularly the exterior, to cover yourself in case of injury or damage.
Be Inventive. Make sure the creative team designing your signage “gets who you are” and understands your corporate vision and existing brand. Remember that it is OK to sometimes go big, go bold, dimensional, digital and illuminated! Even a more subtle and refined look can be dramatic, such as brushed stainless steel for your lobby with etched silver decals on glass doors. A good design may lend itself to a number of materials, but always consider overall weight and how materials will install.
In terms of vehicles, if you are looking to generate leads from your vehicle wrap designs, consider something unusual to get attention. Just don’t lose “your brand” and your message in the design. If an understated look is called for, a partial wrap or logo and website is a wise consideration.
Signage has changed in so many wonderful ways with new materials, new technology and new unique ways to implement each effectively. And with so many options – inside, outside to entire sides of skyscrapers… little, tiny, thick and thin, a good signage designer will be able capture the brand, the vision and the objective.
One thing is for sure. Signage is an important part of your overall brand strategy and may afford you opportunities like none other.
To learn how to take your signage to the next level, contact Orange Label today.
Wrap it Up, Get Noticed on the Road
Vehicle wraps are a powerful addition to an integrated marketing strategy that allow companies to mobilize their brand identity throughout their local community.
Headquartered in Burnsville, MN, Orange Label client Coordinated Business Systems saw the value in this unique opportunity to reinforce their strategic branding efforts, and ended the year by extending their corporate “brand look” to their new Ford Focus sales and service fleet. As you can see, the vehicle wraps leverage fun, eye catching graphics that drive visual attention while continuing to reinforce Coordinated as the market place leader in office technology solutions.
Recognized for their “team” approach to technology and customer service, the NASCAR style graphic approach was a great fit for them. The robust 100% coverage design layers in a combination of existing brand elements that also appear throughout their integrated advertising plan such as their downtown Minneapolis Skyway ads, print ads, brochures, stadium ribbons and boards, website and landing pages, as well as their radio ads. The impact of “driving” the brand out into the community is an exciting and fun way of getting attention and creates lasting memory units. This strong visual presence is win-win for the company, employees, community, customers and prospects.
To launch the new look, fifteen employees were presented the first of these hot, new exciting cars prior to year-end. And to add excitement to the unveiling, the roll-out was televised by the local NBC affiliate which featured Coordinated President, Jim Oricchio, situated high above the company parking lot, mega-phone in hand, shouting; “Gentleman, start your engines.” As the engines engaged and the race flags waived, the newly wrapped cars sped out into the community.
Want to learn how you can make a powerful impact with branded vehicle wraps? Contact Orange Label today.
It is the mission of Orange Label to empower our clients such that they become THRIVING BRAND LEADERS. As part of this philosophy, we believe that our job is to help our clients become successful, resulting in powerful and growing demand for their product or service. One sign of a THRIVING BRAND LEADER is recognition by the outside world and we want to congratulate two of our clients that recently received recognitions of high honor in their industry.
Orange Label client Greenwell Farms, a gourmet coffee producer located in Hawaii, was recently announced as the first place winner for their 100% Kona Coffee in the “Kona Division” during the Hawaii Coffee Association’s 2011 cupping contest! It is clear to see that Greenwell’s commitment to “proudly offering Kona Coffee to discerning gourmet coffee drinkers around the world” is not going unnoticed! For more information about Greenwell Farm’s award winning coffee, click here. To read more about the 2011 cupping contest, click here.
The second congrats goes to Orange Label client, Daughters of Charity Health System, for being recognized by U.S. News and World Report Best Hospital Rankings for two Los Angeles hospitals! This ranking recognizes the stand that the Daughters of Charity Health System has made for providing the utmost quality of compassionate health care through its people and practices. To read more about the U.S. News and World Report Hospital Rankings, click here.
As consumers are increasingly relying on their smartphones to seek out information, having a presence on the mobile web has become an important element in a comprehensive web strategy. Orange Label client, Recovery Now TV strives to be the leader in their industry in the digital realm and as a response to this shift, recently launched an integrated mobile campaign.
To engage with a mobile audience, Orange Label launched Recovery Now TV’s optimized mobile website this month that detects when users are visiting from any smart phone. This enhanced website includes key features such as treatment-related videos, an informational blog, links to treatment centers and contact information with a click-to-call phone number, in a streamlined design that is easy to navigate from a small screen. A cost-effective mobile PPC campaign was launched in conjunction with the site, to drive activity and generate leads.
The inclusion of a mobile campaign has already proven to be a valuable addition to Recovery Now TV’s digital strategy (created by Orange Label Art + Advertising), as the launch has already resulted in facility admissions.