OCTAVIA GILMORE PRESENTS Marketing and Branding in the Social Media Age Grow your business online
Octavia J Gilmore is the Founder and Chief Creative Officer of Creative Juice, an award-winning creative agency. Gilmore was first introduced to graphic design at the young age of 14 and it has been her passion ever since. She attended the Savannah College of Art and Design where she obtained her BFA in graphic design. Freelancing throughout college, Gilmore built up her client base, and took the leap of faith shortly after graduating, and launched Creative Juice. Starting out as a one-woman shop, Creative Juice quickly grew, and Gilmore now manages a small team of creatives. Using their unique perspective, the female, millennial, minority-led agency creates fun, bold, forward-thinking design solutions for their clients.
CONTACT creativejuice.design octavia@itsceativejuice.com
What We'll Discuss TOPIC OUTLINE The differences between Branding and Marketing How to effectively market your business on Social Media How to decide what to share How to automate like a pro How to increase your firm’s visibility and increase traffic to your business O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E
Before we begin WHAT DO THE NUMBERS SAY? Social media is an excellent starting point for most businesses to reach their target audience. These channels allow consumers to share their opinions about brands and interact with them. 80 % of consumers are more likely to evaluate solutions from the brands they follow on a social network. O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E
What is the difference between marketing and branding? IN A NUTSHELL, BRANDING IS WHO YOU ARE—AND MARKETING IS HOW YOU BUILD AWARENESS. O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E
These What are your core principles and values? What is your mission statement? questions What inspired you to build your business? Why do you want to offer your products or services to your target are an audience? What makes you unique? excellent What is your internal company culture? What is your professional sense of style? place to What are your communication characteristics? begin: What do you want to come to mind when someone hears your business name? How do you want people to feel when they think of your business? How do you want customers to describe you as a company? O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E
‘18 Brand Guidelines
Good Business People | Brand Guidelines LOGOTYPE The logo is a vital part of our identity, which identifjes us and represents our values. Our preferred logo should be in full color against a white or very light background. The reverse full-color logo is for use on dark backgrounds. There are times when it is not Full Color Reversed Full Color possible to use full-color logos. Should the application of the logo not allow the use of full-color logo, black and white versions are available. Black White 2
Good Business People | Brand Guidelines THE SMILE Our logo is composed with a smiling face, which refmects the people that we care and work for. Our brand uses the Smile on difgerent marketing materials. The element is a great image support, without being overwhelming. The smile is a nice touch to imagery that can See examples. enhance the importance of people’s skills and lives in any types of marketing materials. NOTE: The smile element will never replace the logotype. For business/collateral materials, the smile should be used as long Do not make a pattern out of the as the logo is used on one side smile element. In this case logo is on the other side of the business card 3
Good Business People | Brand Guidelines COLOR PRIMARY COLORS This color palette are the preferred colors for most of the internal and external pieces. Compassionate Sky Classy Black C=75 M=10 Y=21 K=0 C=0 M=0 Y=0 K=96 R=1 G=172 B=192 R=34 G=34 B=35 #01ACC3 #222223 Pantone: 440C Pantone: 3125C SECONDARY COLORS This palette allows any designer to add versatility to difgerent digital and print pieces. The secondary colors are great for accents, icons, Elegant Purple Cool Silver Cream Gold or any other graphical elements C=84 M=84 Y=20 K=6 C=40 M=30 Y=14 K=0 C=4 M=22 Y=82 K=0 when needed. Keep in mind that this R=74 G=69 B=129 R=156 G=165 B=189 R=244 G=197 B=75 palette cannot be used as a main #4A4581 #9CA5BD #F4C54B colors in branded pieces. Pantone: 7672C Pantone: 7543C Pantone: 142C 4
Good Business People | Brand Guidelines NO-NO’S 1 2 3 (1,2) PROPORTIONS & ORIENTATION Do not alter proportions as it destroys the perception of stability. Spacing and proportions of the letters should always be consistent. (3,4) EFFECTS & STROKES Do not add any efgects to the logo, 4 5 6 drop shadows, glows, embossing, etc. Applying strokes is not allowed. (5, 6) COLORS & GRADIENTS Do not alter the color of the logo or apply any gradients. (7, 8) BACKGROUNDS Do not place the primary logo over unapproved backgrounds or 7 8 9 unspecifjed patterns. Use the alternate versions. (9) TYPOGRAPHY Do not modify the font in the logo. Do not use the logo or part of if as text. 6
Good Business People | Brand Guidelines WE SOUND LIKE THIS... Our brand is more than just the CHARACTER way we look visually. The logo, TONE OF VOICE LANGUAGE | PERSONA | colors and other supporting visuals are great for brand consistency, but we also represent Good Business Credible Professional Insightful People with what we say and how we say it. Forward-looking Cultivated Straightforward Personable Knowledgeable Experienced Remember: Knowing the brand’s Authentic Passionate Positive voice will help to distinguish Values-based ourselves from every other brand out there, through difgerent print and digital channels. When creating content for a presentation or brochure keep OUR BIG χ To prepare businesses for the future with a scalable operating model in mind our 4 components: the persona, the tone and the language, χ To profjtably grow businesses using the GBP ACE talent strategy approach PROMISE as well as our big promise. χ To expand our clients’ collective business acumen for sustainable growth 8
Good Business People | Brand Guidelines WEB & PRINT The typefaces for the brand are Montserrat, Zilla Slab and Roboto Condensed, and their difgerent weights. HEADLINES ALL CAPS When possible, treat the body copy at Montserrat 90% Classy Black when against a ABCDEFGHIJKLMNOPQRSTUVWXYZ white background. SUBHEADINGS: SMALLER abcdefghijklnopqrstuvwxyz FONT AND BRIGHT COLOR 0123456789!@#$%^&*() MONTSERRAT Should be used for headlines, Body copy can be in Classy Black at 90%. and it could be all-caps. Subheadings Zilla Slab can be all caps, but smaller, and can ABCDEFGHIJKLMNOPQRSTUVWXYZ Lorem ipsum dolor incorporate color, making it more “YOU ALL abcdefghijklnopqrstuvwxyz approachable. sit amet, consectetur ARE GREAT 0123456789!@#$%^&*() adipiscing elit. Aliquam PEOPLE” sollicitudin sit amet ligula ZILLA SLAB imperdiet iaculis. Donec Should be used for body copy, and it tincidunt enim risus, sed hendrerit felis Roboto Condensed should never be used in all-caps. accumsan et. Duis venenatis placerat. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 0123456789!@#$%^&*() Some fjne copy here using Roboto Condensed aliquam sollicitudin ROBOTO CONDENSED sit amet ligula imperdiet iaculiS . Should be treated in all caps for callouts, and lower case for fjne type. 10
Good Business People | Brand Guidelines ICONS The icons are small graphics that are great for multiple uses such as infographics and conceptual ideas. They follow a line style with a little bit of detail. They can be used against a colored background as long as the visibility and readability is not afgected. Icon - Black Icon - Blue NOTES Black Reversed icons: against bright backgrounds such as Compassionate Sky, Cool Silver, and Cream Gold. Blue Reversed icons: only against dark backgrounds suck as Classy Black or Elegant Purple. EXTRA ICONS NEEDED Always follow our icon style, and Icon - Black Reversed Icon - Blue Reversed Icon - White never be fjlled with any color. 3pt - Round corners and ends 12 2x2in Artboard
Good Business People | Brand Guidelines IMAGERY The type of imagery we use should showcase real life and efgortless situations, avoiding staged imagery to achieve a more natural look. This allows viewers and readers to more easily relate to our message. The subject of a photo can be centered or ofg-site, this allows more dynamism and creativity especially when designing compositions that require placing text on imagery. Keep a balance and do not overload with text. Use depths of fjeld to highlight or emphasize the subject; the subject may be in the foreground or background. This makes the images more natural. Grayscale images can be used, but maintain balance between the images, white space and accent colors. 13
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