ACCPAC Partnership 2003 Building Corporate Style By J

Susan Sheridan opened her presentation by stating your brand defines your company and corporate image. She explained that her marketing stand is based on scientific marketing practices and studies have shown that buying decisions are emotional. Her example involved UPS. UPS's marketing strategy is to have all of their drivers to be known for their niceness. The drivers are trained to engage in casual conversation with customers as they make their deliveries. Therefore, unless they

have been specifically instructed to use another delivery company's services, reception and receiving dock personnel generally choose the company whose driver is a "friend" of theirs.

Another essential tactic for marketing success is your physical image. Look at people who have reached goals that you would like to reach and use their image as an example for you. Dressing for the part can make the deal for you. Define your corporate and personal brand in your physical image. She stated that people who have a positive physical image are hired faster, paid more, and given more responsibility. The Halo Affect occurs for those who portray themselves well physically; people assume that some one who is competent in one area must be competent in all other areas as well (even when this is not the case).

Susan asked her audience to engage in several exercises which would help to define their personal and corporate brand. One such exercise involved each audience member to list three words that described their company, and then the same exercise used to describe personal traits. She explained that we should all ask ourselves, "What would I not stand for?"

Susan explained that everything counts when developing your brand. Strive to be the best at whatever you do, be the expert in your field. Earn a reputation that is so good that no one can touch you. The laws for brand specialization are:

Law of Brand Specialization.
Law of Leadership.
Law of Personality.
Law of Distinctiveness.
Law of Visibility.
Law of Utility. Use consistent behavior.
Law of persistence. Stick with your brand, avoid changes.
Law of Goodwill. Good intensions are recognized and important.

The Law of Utility was stressed in Susan's presentation. She stated that your behavior behind closed doors needs to match your brand. Reputations can shatter a good image is behavior is not consistent even in candid situations. Goodwill is equally important for corporate and personal success. The more you are perceived as good intentioned, the more your clients will want to do business with you.

Her advise for anyone striving for success is this:

Talk to successful people.
Ask "why not"
Translate brand into print.
Use professional graphics.
Match all printed materials to one theme.
Don't use reverse type.
Dont' use initial caps.
Don't use san-serif type.
Always put headers in upper left.
Make a clean printed material. No extra backgrounds and scattered shapes.
Make all printed material match.
Logo should be simple and easily remembered and easy to sketch.
Only use three colors in Logo.
Don't change if you are bored.

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