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Everyone knows brand equity is crucial in today’s business market. Considerable time and resources are applied when creating a new brand or corporate identity. But what about ensuring your brand’s implementation is just as successful. The goal is to ensure your identity and brand are consistently applied, with the finished product always meeting high production standards and is cost effective. Right?
But how do you know if you are meeting these goals? The answer’s simple, organise a brand and publication review. This is a straight forward assessment of your current communication materials which can include; publications, as well as presentations, marketing, multimedia and point of sale material. Weakness and strengths are identified and a brand management system is created.
Some approaches include developing;
A graphic standards manual which is easy to adhere to. You don’t want your logo moving around on your printed stationery or worse changing colour completely (this does happen).
Recommending a particular brand of paper stock for all communication materials, allowing for bulk purchase and the consistent retention of brand equity.
Another aspect is design practicalities, careful consideration of all design aspects is crucial in ensuring the concept can be successfully carried through the production process. Your four colour 3D moving graphic may look great on your website, but is an expensive option in the print arena.
There are many more options to explore when considering a brand review and if you think this might be of interest, Neale Printers in collaboration with Amerge’s Graphic Designer Debbie is currently offering a free brand and publication review service for this month, if you would like to know more please contact the staff at Neale Printers on 384 8782.
Debbie is a qualified graphic designer with over six years work experience in the design industry. After graduating in 2000 she was accepted as an intern for lifestyle magazine Simplycity, based in New York. Since her return to New Zealand in 2001 she has worked as a graphic designer locally for both a publishing company and an advertising agency. In 2004 Debbie began Amerge using her design skills and production know-how to provide a complete communication service - taking an idea from conception through to inception.
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