Tag: Marketing

Be a Marketing Jedi: 3 Lessons from the Star Wars Franchise

Marketing

marketing strategy

world-building

Dec 02, 2015

Whether you’re a casual passerby or an avid fan, you’ve definitely run across the Star Wars franchise in one way or another. After the first three movies’ success in the late 70’s, Star Wars was canonized in pop culture and passed down to generations of viewers. A decade later, a new Star Wars movie is on its way – and it’s hitting screens this December.Beyond strategic marketing, Star Wars’ fame is anchored on impressive world-building. You could even say that its marketing strategy is greatly dependent on the universe it’s created. Can a sci-fi movie really teach us something about marketing?Let’s list down 3 reasons why the films continue to sell to millions of fans:

1. Recruiting the Audience

Aside from George Lucas, enthusiasts have greatly contributed to the Star Wars franchise, and it’s not just in terms of their time and money. People have been helping the Star Wars universe grow and expand thanks to their dedication in creating mini-worlds. This comes in the form of numerous fan theories and spinoffs that continue to circulate through mainstream media – by building on an existing offer, fans keep the franchise alive with their own genuine interest in engaging with the work.Businesses can learn a few things from this example by looking at how word-of-mouth from the older fans made a positive impact on Star Wars’ brand reputation.  How would an old movie from several decades ago still be a hit with today’s generation if not for the recommendation of older fans? Why would older fans recommend something that they didn’t find to be of high quality? In the same way, you’ll expand your business by providing great service to your customers. By satisfying them, you’ll have them talking about you to other people, recommending your services over the competition’s.Most of the time, there’s no need to blatantly push yourself in the audience’s faces. Subtle promotions like creating online fan pages for your business gives customers an avenue to voice feedback and concerns on their dime, increasing the chances of getting honest feedback over canned responses. Wean off forced brand promotion like click bait and empty promises. Allowing customers to develop genuine interest helps your market establish a more solid relationship with your product because they’re the ones coming to you, not the other way around.Thus, work on building natural connections and make people more invested in your product so that you can draw in more customers. After giving them great service, your current clients can introduce you to their personal networks and gain you further exposure.

2. Counting on Content

The Star Wars films’ basic premise is one of the most common in literary history: a young man’s coming of age. Thanks to its universality, the plot resonated with a wide range of audiences. Its filmmakers added more diversity to the basic plot by weaving in variations.  Plot twists and additional details made the general backdrop more exciting, making for iconic movie scenes that continue to appeal to audiences of different generations.This, in turn, increased people’s interest in the movie. After all, if you were to keep creating the same content over and over, and in the same style, there’s not much reason for your audience to stick with you if they can find something more interesting created by the competition. Even if they’re still working within the same universe, the filmmakers were able to create new content within those restrictions, adding a unique touch to each movie so that each film had its own memorable moments.If you want prospects to show the same loyalty to your brand, you have to focus on crafting content that matters. The simplest way to creating relevant content is by studying your audience’s interests. Though you can do this the traditional way via surveys, focused group discussions, and interviews, there’s now a simpler, more accessible way of doing so, one that can possibly even get you more genuine results: observe how your audience behaves on their social media accounts.Providing quality content means aligning your marketing objectives to satisfy your audience, positively boosting your image as a business that values the market’s comfort above anything else. Like the Star Wars universe, take a relatable yet innovative approach with your brand. Be as relevant as you can to your market by emphasizing the benefits people can gain from your services.

3. Adapting to the Times

According to Writer’s Digest‘s Chuck Sambuchino, when it comes to creating a believable setting, you can’t afford to leave things stagnant. Your landscape and characters need to progress (or regress) over time, even if it’s just in one plot line. The Star Wars franchise has especially banked on this aspect of world-building by creating not just a bunch of interrelated movies, but an entire series. It would have been a waste to not explore the full potential of the set-up, considering how vast it was.This expansion, as well as the branch-off into TV series and books, won the favor of those who were growing up with the movies. At the same time, the additional details from the expanded universe welcomed new fans into the franchise. In the same way that audiences quickly lose interest in being served the same story over and over, there’s not much for them to look forward to if your offer – or your approach to marketing it – stays the same, despite the changing times.Similarly, businesses may have a specific target market in mind, but your customer demographic will constantly change as they grow older and gain new lifestyles. If you choose to keep targeting the same people you first reeled in, you’ll have to adapt, or they’ll leave your brand behind for another brand that suits their new, more relevant needs. At the same time, you have to figure out how to keep new customers or clients coming in. What was relevant during the founding of your company may be phased out within a few years’ time. It’s a delicate balance to maintain, but one that must be given proper attention in order to keep your business going.In order to keep up with the times, research your customers’ preferences by following their latest trends or giving specific surveys. Adjust your product and overall vision accordingly.

Building the Empire

What, then, is the lifeblood of the Star Wars franchise? It would have to be its rich and ever-growing world. Both the original and subsequent films enjoy continued popularity because of a thriving creative community that keeps it alive. But they wouldn’t have that large audience if they hadn’t offered something that gave people value.Apply some Star Wars wisdom to your own brand and encourage customer engagement with the product. Reel them in through substantial content that caters to their interests, and keep yourself updated with current trends and topics in the market.Take some lessons from the Star Wars movies’ marketing and world-building strategies, and soon you’ll be establishing your own brand empire, getting clients and customers to join your side.

References

Cooper, Tristan. “6 Star Wars Fan Theories That Are Too Good Not to Be True.” Dorkly. January 28, 2015. Accessed November 17, 2015. www.dorkly.com/post/71852/star-wars-fan-theoriesHandy, Bruce. “Star Wars: The Force Awakens Is on the Cover of Vanity Fair.” Vanity Fair. Accessed November 17, 2015. www.vanityfair.com/hollywood/2015/05/star-wars-the-force-awakens-vanity-fair-coverSambuchino, Chuck “Tips on World Building for Writers — How to Make Your Imaginary World Real.” WritersDigest.com, October 8, 2014. Accessed November 17, 2015. www.writersdigest.com/editor-blogs/guide-to-literary-agents/tips-on-world-building-for-writers-how-to-make-your-imaginary-world-real

Branding Lessons from Volkswagen’s Emission Test Fiasco

Branding

business

damage control

Marketing

online reputation management

PR Marketing

Oct 22, 2015

Your brand is your key to building and maintaining your customer base. Keeping your brand’s promises consistently keeps people loyal to your brand. A single mistake can instantly break that trust, which may cost years to get back.This is why the recent allegation of Volkswagen using software for cheating diesel engine emissions test results is such a big deal.

What happened during the 2015 Volkswagen scandal?

Why the Volkswagen scandal was such a big deal.According to reports, the US Environmental Protection Agency discovered that the automaker had installed a program to adjust engine performance when the cars were subjected to carbon emission tests. This led people to believe that Volkswagen’s diesel engines were compliant with environmental standards, meaning they were supposedly cleaner.As if this wasn’t enough, reports also say similar models shipped to European and Asian countries could also be affected by this software as well. The total number of affected vehicles could reach at least 11 million.CEO Martin Winterkorn has already apologized for his company’s apparent violation of environmental safety standards, and is set to step down. While we have yet to hear news about a product recall, it’s safe to say that the public’s trust in Volkswagen has dropped significantly. Even then, there are also lessons we can learn about safeguarding your brand during trying times:

1. Do a Product Recall

Don’t let defective products stay in the market, or your brand’s reputation could tank further.If anyone finds something wrong with your product, do a recall as soon as you can. Auto manufacturers like GM and Honda have also done recalls over defective parts when problems have been reported. This shows that you’re not willing to risk the public over the mistakes you made. You also give the impression that you act swiftly to correct your mistakes.

2. Issue an Apology

Own up to your company’s mistakes. Never run away from them.Owning up to your mistake is a crucial part of the brand recovery process. If you don’t share your side of the issue, the media will just keep reporting complaints from people and accidents caused by defective products This can be seen in the public apology done by Winterkorn. While it’s true that the public is still angry with Volkswagen, at least they humbly admitted their mistake and didn’t point fingers.

3. Keep the Public Posted

Once you’ve acknowledged the problem, keep taking steps to solve the problem, while keeping the public informed at the same time.Maintaining a presence and updating your customers is another crucial lesson here. It goes without saying that you need to improve your product and fix what was broken. But as you do this, always remember to keep the public informed about the steps you’re taking.As of this writing, Volkswagen has yet to take action over the affected cars. Expect that a costly recall will come up, though. While billions of dollars and euros might be spent to fix this problem, the people will be watching the company’s every move. It’s best for them to avoid taking wrong turns at this juncture.

The Bottomline

Volkswagen has a lot to learn from its public scandal, but the company can still recover with a lot of hard work.The hardest part about your brand is that you will, at some point, have to own up to your mistakes. When this happens, it’s important to be quick in recalling any affected products. Don’t forget to share your side of the story and what you plan to do about the situation. This will help minimize the damage done by bad publicity and show that you‘re doing something to address the problem.As for the Volkswagen fiasco, the company’s going to need a lot more than an apology to get their brand back on the right track.

References

DeBord, Matthew. “VW’s Cheating on Emissions Tests Goes to the Heart of Its US Business.” Business Insider. September 21, 2015. Accessed September 23, 2015. www.businessinsider.comThomas, Chad. “VW Chief Winterkorn Steps Down After Emissions Scandal.” Bloomberg.com. September 23, 2015. Accessed September 24, 2015. www.bloomberg.comThompson, Mark, and Ivana Kottasova. “Volkswagen Scandal Widens: $7.3 Billion Cost, 11 Million Cars.” CNNMoney. September 22, 2015. Accessed September 23, 2015. www.money.cnn.com

Consistency: The Key to an Effective Sales Presentation

deck design

Marketing

presentation content

presentation structure

Rick Enrico

selling your pitch

SlideGenius

May 26, 2015

Consistency is one of the foundations of success. This principle’s importance, however, is often neglected, with people barely realizing the positive effects of being and staying consistent.But what is consistency in a sales presentation?[sg-blog-modules module=one]In today’s business scene, inconsistent PowerPoint presentations often overlook the little details. This leads to sales pitches that end up falling flat.If you want to sell your product or service, an effective sales pitch calls for a consistently convincing deck in terms of visuals and content.

Why is Consistency Important?

Your PowerPoint is a visual aid, but that doesn’t mean it’s just there to look aesthetically pleasing. It’s your partner in getting your message across, so it’s important to dress it up in a way that complements your pitch. PowerPoint is your tool to emphasize and enhance certain points.Ensure your deck’s overall content isn’t confusing by considering the texts and visual designs that you’ll be placing.

Consistency in Content

Maintain a single and uniform structure in your main points to show unity in your overall presentation.Keep your writing style the same from the beginning to end, especially when enumerating important ideas. Watch out for spelling and grammatical errors in your content. Avoid typos to make your presentation look professional and credible. Keeping an eye on tiny details like these indicate that you value your company’s image and integrity.

Consistency in Design

LogoYes founder, John Williams, enumerates the effects your choice of color has on your business. Make sure you use a consistent color palette so that everybody retains your company’s image.That’s why companies like Coca-Cola only use specific colors instead of all the colors of the rainbow—it makes it easier to connect your product to a certain look. Incorporate images and backgrounds that have the same subset of colors. Select relevant and appropriate visuals that support your text and highlight your product’s important points.You can repeat certain elements to help keep your deck consistent. For example, don’t jump from wavy lines in one slide to straight lines in another slide. When each slide looks like it came from the same company, your presentation looks well-crafted and well-designed.–Inconsistency negatively affects your overall presentation because your audience won’t know what you stand for. Who wants to invest in somebody who doesn’t even know what they really want to say? Staying consistent, not just in text but in visuals, helps keep your audience on the same page.It keeps them from guessing whether you’re one company or another, especially since consistent visuals repeat certain elements, stamping them more effectively in clients’ minds. Know what you want to say and how you want to be perceived. Use consistent visuals for a more efficient and clear PowerPoint presentation.[sg-blog-modules module=two]

References

“Structuring a Presentation.” University of Leicester. Accessed May 26, 2015. http://www2.le.ac.uk/offices/ld/resources/presentations/structuring-presentationWilliams, John. “Your Brand’s True Colors.” Entrepreneur. March 06, 2007. Accessed May 26, 2015. www.entrepreneur.com/article/175428

Using Common Values in PowerPoint Presentations

board presentations

business presentation

Common Values in PowerPoint Presentations

Marketing

Presentation as a Form of Marketing

Presentations

presentations value

Apr 21, 2015

Chances are, just about every person you’ve met has their own standards. This could be about the food they eat, the brand of clothing they wear or the gadgets that they purchase for work or for leisure.[sg-blog-modules module=one]

What makes these standards so important? They define almost everything people do, from the decisions they make to the things they believe in. For effective presenters, challenging or reinforcing these beliefs can make their speeches all the more convincing. This is because they can easily identify the values that their audiences live by, and use these to refine their presentation’s main message.

Shared Beliefs Establish Trust

Using shared beliefs to make your argument credible isn’t a new technique. Marketing professor Lisa Fortini-Campbell’s book, Hitting the Sweet Spot (1992), recommends an ethics-based marketing method to form a level of empathy with customers. This involves knowing what values your customers live by and reinforcing those beliefs when advertising your products.

For example, you can show how a particular brand of SUVs can make family road trips more enjoyable and, more importantly, safe. Another example was when Kraft Foods, Inc. stopped advertising junk food to children to keep a credible relationship with its customers, most of whom were parents concerned for their family’s health.

As long as brands can show that they believe in the same things that we do, they can maintain a healthy relationship with customers. However, brands have to back this up by delivering with their marketing, products, and services, instead of simply speaking of these values.

Presentation as a Form of Marketing

Some may argue that making a presentation has nothing to do with marketing. But consider this: if you were to pitch your company’s health insurance, how would you convince your client to make that investment if they prefer to keep costs at a minimum? Would you compare your package to cheaper but less comprehensive offerings? Or would you appeal to their sense of responsibility by proposing that investing in their employees’ health could deliver long-term benefits?

If you think about it, giving a presentation can be considered a form of marketing; planning what to pitch, how to propose it, and how to design the PowerPoint all follow a similar process. In the end, they all rely on establishing connections to effectively sell themselves. This allows for easier time forming their content around certain beliefs to justify proposals and ideas.

Having a Common Ground

To use this marketing method properly, ask yourself if your company’s core values are aligned with your client’s.

In the above scenario of selling an insurance package, you can determine if there any common morals that you both practice in your respective companies. For instance, you would focus on a construction company’s belief in optimal safety and healthcare when selling insurance products. You could also focus on a finance company’s belief in making the most out of their money.

Find out which beliefs can you capitalize on when making your PowerPoint presentations content. Once you have this information, you’ll have an easier time applying values-based messages to your proposals or recommendations. Your slide designs can also be attuned on those shared moral values that you both bank on.

—

Taking this approach means you should keep in mind that your clients are humans too. Each client has their own set of ethics that influences their decision-making. In the same way that brands and advertising can use shared beliefs to encourage customer purchase, a properly designed PowerPoint presentation can use this approach to gain client approval.

By utilizing the power of belief to establish a common ground with your clients, this can be an effective tool to get the business results you need.[sg-blog-modules module=two]

References:

Cross, Vanessa. “The Goals of Values-Based Marketing.” Chron. Accessed April 21, 2015.Fortini-Campbell, Lisa. Hitting the Sweet Spot. Chicago: Copy Workshop, 1992

Listen Here: 5 Podcasts for the Busy Professional

Marketing

marketing resources

podcasts

presentation resources

Presentations

Jan 06, 2015

As a busy professional, staying on top of industry trends, productivity hacks, and career development can be a challenge. Podcasts offer an easy way to absorb valuable information while on the go. Whether you’re commuting, exercising, or taking a break, these five podcasts will provide you with insights, strategies, and inspiration to excel in your professional life.

1. “The Tim Ferriss Show”

Tim Ferriss, author of “The 4-Hour Workweek,” hosts interviews with top performers from a variety of fields, including business, sports, and entertainment. Each episode is packed with actionable strategies for improving productivity, mindset, and career growth.Why You Should Listen:

  • Actionable Advice: Tim Ferriss dives deep into the routines, strategies, and habits of world-class performers.
  • Diverse Guest List: Learn from a wide range of professionals, from entrepreneurs to athletes.

Recommended Episode: “How to Build an Empire with Sara Blakely” – Learn from the founder of Spanx about resilience, creativity, and business strategy.

2. “The Tony Robbins Podcast”

Tony Robbins, one of the world’s leading business strategists and motivational speakers, shares insights on leadership, personal development, and financial freedom. The podcast features interviews with industry leaders and covers topics like mastering emotions, scaling a business, and achieving life balance.Why You Should Listen:

  • Motivational Insights: Robbins delivers powerful advice on how to lead effectively and live a fulfilled life.
  • Business Strategies: Get practical tips on scaling businesses and achieving professional success.

Recommended Episode: “Master the Mindset of Achievement” – Tony Robbins discusses strategies for overcoming obstacles and achieving your goals.

3. “HBR IdeaCast”

Produced by Harvard Business Review, HBR IdeaCast offers insights from experts on leadership, strategy, management, and innovation. The podcast covers a wide range of topics relevant to professionals looking to advance their careers or grow their businesses.Why You Should Listen:

  • Expert Perspectives: Interviews with business leaders and researchers provide cutting-edge insights on management and innovation.
  • Diverse Topics: Covers everything from leading remote teams to the future of work.

Recommended Episode: “Why Empathy is Key to Better Leadership” – Learn how empathy can transform workplace relationships and improve leadership effectiveness.

4. “The School of Greatness” with Lewis Howes

Hosted by former pro athlete turned entrepreneur Lewis Howes, this podcast offers inspiring interviews with some of the world’s most successful individuals, including entrepreneurs, athletes, and thought leaders. The podcast focuses on achieving greatness in all areas of life, from career to personal development.Why You Should Listen:

  • Inspiration for Personal Growth: Howes shares stories of overcoming adversity and achieving success.
  • Wide Range of Guests: From athletes to entrepreneurs, guests offer unique perspectives on what it takes to succeed.

Recommended Episode: “How to Master Public Speaking with Grant Baldwin” – Learn how to improve your public speaking skills and boost your confidence.

5. “The Daily Stoic”

If you’re looking for daily inspiration and practical advice, The Daily Stoic is the perfect podcast for professionals. Hosted by Ryan Holiday, author of “The Obstacle is the Way,” the podcast explores the teachings of Stoicism and how they can be applied to modern life, especially in business and leadership.Why You Should Listen:

  • Short, Digestible Episodes: Perfect for busy professionals, each episode is brief but packed with wisdom.
  • Timeless Philosophy: Learn how ancient Stoic principles can help you navigate the challenges of modern life.

Recommended Episode: “Why Discipline is More Important Than Motivation” – A short but powerful reminder of the importance of self-discipline in achieving success.

Final Thoughts

Podcasts are a convenient way to stay informed and inspired while juggling a busy schedule. Whether you’re looking for leadership advice, productivity hacks, or personal development tips, these five podcasts will provide valuable insights to help you succeed in your professional life.

Visual Storytelling: How Stories are Told in Pictures

Marketing

presentation design

visual storytelling

Oct 28, 2014

Are pictures really worth a thousand words? Let’s take a look at some facts.According to a whitepaper published by NewCred and Getty Images, the following statistics are proof:

  • 40% of people will respond better to information presented visually
  • 83% of human learning is visual
  • 44% of users are more likely to engage with brands on social platforms if they post pictures
  • Articles and blog posts that contain images get 94% more views than those without

Aside from all that, there’s also proof in the way our mind works. The human brain can process visuals 60,000 times faster than information presented through text. In fact, we’re all highly attuned to our sense of sight. According to Dr. John Medina, vision trumps all of our other senses.With these facts laid out, it’s easy to see why images are important to presentations and marketing materials. Through visual storytelling, you can use pictures to create stronger emotional impact. Pictures can tell a story that immediately allows your audience to connect with the message you’re sharing.So whether you’re delivering a presentation or revamping your social media profiles, visual storytelling is the best way to go. When selecting pictures to use, try to keep in mind the four key characteristics of visual storytelling:

Authentic

The best stories come from candid moments. It’s why photo sharing has become so prevalent in the age of social media. Replacing the super-polished stock photos are snapshots that allow others to see the world through a more personal perspective. Take, for example, Dove’s Real Beauty campaign. Instead of featuring models that are photoshopped to perfection, Dove featured everyday women and challenged today’s absurd beauty standards.To find images that are more authentic to your story, focus on what your brand stands for. Look for images that convey your identity and experiences as a brand. Next, look for something that will resonate with your audience. Think about the people you’re addressing and what might be authentic for them.

Relevant

Visual storytelling should also take into account what’s happening in the world. After all, your message doesn’t exist in a bubble. It’s contextualized in a milieu—a world where billions of individuals are discovering new things every single day. Make sure your visual stories are relatable and relevant to the audience you want to target. Consider what Oreo did to make the most out of a blackout that interrupted the Super Bowl. For your own visual story, choose images that evoke a sense of time and culture.

Sensory

The only thing better than a picture is the real thing. But since you can’t have real situations on a PowerPoint slide, you’re going to have to settle for the next best thing. Visual storytelling thrives on imagery that can heighten emotions and senses.Close-up and macro shots are great for showing textures that audiences can almost touch. On the other hand, a long shot can also take your audience into a particular scene, allowing them to experience it through a wider perspective.

Archetypal

Lastly, the best of visual storytelling alludes to narratives that are practically as old as time. If you think about it, you’ll notice that all your favorite stories are tied together by recurring themes and archetypes. These are universal symbols—called such because they can be found across many different countries and cultures. For your visual stories to be a success, you need to take these symbols and turn it into your own.Find an archetype that relates to your brand and make it your own. Get to know your own new character and find images that correspond to this new version of a well-loved symbol.Visual storytelling is great technique to use in presentations and marketing efforts.  By weaving imagery together, you can create a story that speaks volumes about your core message.READ MORE: The Power of Visual Storytelling – NewsCred + Getty Images (Whitepaper) Featured Image: Ravinder M A via Flickr

Trade Show Tips: Things to Remember On the Exhibit Floor

Marketing

trade show presentation

trade show tips

Sep 05, 2014

Exhibiting at a trade show? Industry events can turn into a great business opportunity if you know how to do to it right. According to Chief Marketer‘s Ruth Stevens, the terrifying possibility of customer rejection can be tempered by some measures. Here’s our take on these trade show do’s and don’t’s.[sg-blog-modules module=one]Apart from networking with potential clients, you’ll be able to show off your latest offers and learn more about the trends in your field. In order to get the best outcome from your endeavor, make sure to follow these trade show tips when you’re on the exhibit floor.

Trade Show Tip #1: Train your team to work together for a common goal

Trade shows can be tricky because you’ll be sharing the stage with other people. In order to make sure everyone is on the same page, you need to plan and prepare with your entire team. You want everyone in your booth to work together for a common goal.You want everyone to be in sync, instead of competing with each other. Hold meetings where you and your team can discuss what you want to achieve during the trade show. Allow them to contribute to making plans. Most importantly, include periodic training sessions to make sure your staff is well-prepped for the big day.

Trade Show Tip #2: Watch the crowd for potential clients

I think part of being a good entrepreneur involves being a keen observer. As you explore the different booths on the exhibit floor, keep an eye out for potential clients.If you find someone that could make a good prospect, don’t be afraid to introduce yourself and make polite conversation. Train your team to do the same thing while they’re manning your booth.

Trade Show Tip #3: Learn to take no for an answer

Conversing with prospects is important. In fact, trade shows are a great venue for it. But if they turn down your pitch, be courteous and respect their decision. That person was probably looking for something else and your solution wasn’t it.Again, learn to be sensitive to the people you’re networking with. If they’re not interested, don’t work to change their mind. Instead, work hard to engage the people who might be.

Trade Show Tip #4: Always share your contact information

To nurture the relationships you’ve made during the event, don’t forget to hand out business cards or flyers with your contact information.Similarly, you should compile all the business cards you were able to connect and reach out to prospects as soon as you can.

Trade Show Tip #5: Be friendly but professional

It’s important to keep a warm atmosphere during a trade show. The people who approach your booth should always feel welcome.Always be friendly and approachable, but keep in mind that this is still a professional event.[sg-blog-modules module=two]

Reference:

Stevens, Ruth. “Trade Show Marketing Do’s & Don’ts: Ways to Annoy Your Prospects.” Chiefmarketer. 2014. Accessed September 5, 2014. Featured Image: Sam Galison via Flickr

Marketing Presentation Mistakes that are Costing You Clients

Marketing

marketing presentations

presentation tips

Jul 10, 2014

Marketing keeps the cogs of your business running. That’s why marketing presentations are crucial to developing and promoting your brand.It’s one of the most effective methods to share your company story, where you have some time to make your case. Don’t waste a great opportunity to showcase the very best of your brand with presentation mistakes you can easily avoid.Here are presentation mistakes that may cost you your clients:

1.) Lack of preparation

Presentation prep should go beyond putting together PowerPoint slides. While slide design is certainly important (as we’ll discuss later on), you should also take the time to do some research, prepare your materials, and practice your delivery.Start preparing for your presentation as early as possible. This will give you enough leeway if you decide to change some things, or if you realize that you might need professional help. You should also iron out the most practical details of your presentation.Give yourself an opportunity to familiarize yourself with the venue you’re speaking at. That way, you can learn the technical requirements of the equipment you’ll be using and avoid the awkward “technical difficulties” spiel.

2.) Boring and generic PowerPoint designs

You can’t make a favorable impression if you’re repeating PowerPoint designs. Don’t settle for the generic PowerPoint templates. It’s important that your slides are designed to fit the theme of your discussion.Incorporate your brand into your PowerPoint design, and make sure that your key points are well-illustrated through interesting images and graphics.

3.) Sounding too much like a sales pitch

While you definitely want to seal the deal, your presentation should also have more than just a plea to get hired.Don’t be tempted to go down the sales pitch route. Showcase your brand by presenting how and why it’s significant to your audience. You have to appeal to their emotions and experiences. Presenting a bunch of data that supposedly shows why your services are the best in the industry won’t do anything if you can’t say why it matters to your audience.Consider these tips while preparing your presentation content, inspired by Certified Speaking Professional Terri Langhans:

  • Research about your audience
  • Identify three to four of your key attributes that you think are important to them
  • What could they benefit from these attributes and why is that important?

4.) Poor and uninspiring delivery

There are three components to an effective presentation: content, design, and delivery. Your content may be compelling. Your PowerPoint design may be breathtaking. But if you deliver your presentation by mumbling to yourself, all your effort becomes moot.Luckily, poor delivery is one of the presentation mistakes you can easily remedy. The Internet is a wonderful source of inspiration. Watch Steve Jobs introduce the first iPhone here. Observe how he makes use of an energetic performance and take note of his movements and speech patterns.

5.) Tuning out the audience

If you were in the audience, would you trust a presenter talking AT you? Don’t make the mistake of tuning out your audience. The point of your presentation is to introduce your brand and create a favorable impression.If you go through your presentation without so much as a quick glance at your audience, you won’t succeed in your mission. Make eye contact with a few individuals in the audience. Smile throughout your presentation. You can also mention that you’ll be taking inquiries at the end of the presentation.Do whatever it takes to make sure that your presentation is inviting and inclusive.Featured Image: Clover Autrey via Flickr

Your Brand Should Be In Your PowerPoint Designs

Branding

Marketing

powerpoint designs

Jul 09, 2014

In today’s competitive business landscape, your brand is more than just a logo or tagline—it’s the embodiment of your company’s identity, values, and message. One of the most powerful ways to communicate your brand is through your PowerPoint presentations. Whether you’re pitching to clients, presenting to stakeholders, or sharing updates with your team, your brand should be infused in every aspect of your presentation design.A well-branded presentation not only reinforces your company’s identity but also builds trust, recognition, and credibility. Here’s why your brand should be reflected in your PowerPoint design and how to effectively incorporate it into every slide.

Why Branding Matters in PowerPoint Presentations

1. Consistency and Professionalism

Consistent branding across all materials—from your website and social media to your presentations—creates a unified look and feel. When your presentations are aligned with your brand, they reflect professionalism and attention to detail. It shows your audience that you take your brand and message seriously, which can increase their confidence in your company.

2. Memorability and Recognition

A well-branded presentation leaves a lasting impression on your audience. The more consistent your brand elements are across all platforms, the more recognizable and memorable your company becomes. Presentations that incorporate your brand’s unique colors, fonts, and imagery help solidify your presence in your audience’s minds.

3. Emphasizes Identity and Values

Your brand is a reflection of your company’s values, mission, and identity. Including these elements in your presentation reminds your audience who you are and what your business stands for. Branding elements in PowerPoint can communicate a sense of trust, authority, or innovation depending on your company’s identity.

4. Builds Trust and Credibility

A cohesive, polished presentation enhances your company’s reputation. When your slides reflect a clear and professional brand image, it builds trust with your audience. They’ll perceive your company as organized, reliable, and credible—all factors that can make or break a client or investor decision.

How to Incorporate Your Brand into PowerPoint Design

1. Use Your Brand’s Color Palette

Your brand’s colors are one of the most recognizable visual elements. Incorporating your brand colors into your PowerPoint slides helps create a seamless experience across your various touchpoints.

How to Do It:

  • Set a Custom Color Theme: PowerPoint allows you to create custom color themes. Navigate to the Design tab, select Colors, and click on Customize Colors. Input your brand’s primary and secondary colors to establish a consistent palette across all slides.
  • Use Colors Consistently: Apply your primary brand color to headings, key elements, and backgrounds, while secondary colors can be used for accentuating details or highlighting data points.

Example:

If your brand uses a blue and green color scheme, make sure that your titles, section dividers, and key visuals use these colors consistently throughout the presentation.

2. Incorporate Your Brand Fonts

Typography is another essential element of branding. Using your brand’s fonts in your PowerPoint presentations ensures visual consistency and reinforces your brand’s personality, whether it’s modern, professional, or playful.

How to Do It:

  • Embed Custom Fonts: PowerPoint allows you to embed fonts so that they appear the same on all devices. Go to File → Options → Save and check Embed Fonts in the File.
  • Use Branded Fonts for Headings and Body Text: Apply your primary brand font to headings and titles and a complementary font for body text. This creates a clean and readable hierarchy while maintaining your brand’s look.

Example:

If your company uses a sleek, modern font like Lato for branding, ensure that all titles and headings in your presentation use this font, while using a legible body font like Arial or Calibri for larger blocks of text.

3. Add Your Logo Strategically

Your logo is the face of your brand and should be present on your slides—but not in an overwhelming way. Incorporating your logo subtly helps build brand recognition without overpowering the content of your slides.

How to Do It:

  • Position Logos in the Header or Footer: Place your logo in a consistent position, such as the top left corner or bottom right corner of each slide. This maintains a branded look without distracting from the main content.
  • Use Transparent Logos: A transparent version of your logo can blend seamlessly with slide backgrounds and give a more polished appearance.

Example:

Place a small version of your logo in the footer of each slide for consistent branding without detracting from the main content.

4. Use Branded Imagery and Graphics

Images and graphics help tell your story visually. Incorporating branded imagery or graphics that reflect your company’s style and tone reinforces your brand identity.

How to Do It:

  • Custom Icons and Graphics: Use icons and graphics that align with your brand’s design language. Avoid generic stock images and instead focus on images that reflect your company’s mission, product, or message.
  • Branded Photography: If your brand uses a specific style of photography, such as minimalist, candid, or high-contrast images, make sure to apply the same style to your presentation images.

Example:

If your brand uses flat design icons, be consistent with that style throughout the presentation rather than mixing with other styles like 3D icons or illustrations.

5. Create Branded Slide Templates

Using a consistent slide template that reflects your brand’s aesthetic is key to maintaining cohesion across presentations. Branded templates make it easier to create professional presentations without worrying about design inconsistencies.

How to Do It:

  • Design Master Slides: PowerPoint’s Slide Master feature allows you to create and customize templates that can be applied across all slides. Customize the layout, colors, fonts, and logos on the master slides to maintain brand consistency.
  • Ensure Visual Hierarchy: Organize your templates with clear title, content, and image placeholders. This ensures that your brand is reflected in every slide while maintaining readability.

Example:

Create a branded title slide with your company’s logo, primary color scheme, and branded font. For subsequent slides, design templates with headers in your primary brand color and accent colors for subheadings.

6. Incorporate Brand Messaging

Your brand’s tone of voice should also come through in your presentation. Whether it’s a formal, corporate tone or a friendly, conversational one, ensure that your written content matches your brand’s messaging.

How to Do It:

  • Use Branded Taglines and Slogans: Include your company’s tagline or mission statement on key slides to reinforce your message.
  • Maintain Brand Voice: Ensure that the tone of your presentation aligns with your brand voice. If your brand voice is formal, avoid using overly casual language, and vice versa.

Example:

If your brand is known for its innovation, include a slide with your tagline or value proposition to remind the audience of your brand’s purpose and strengths.

7. Be Consistent Across Presentations

Branding isn’t limited to a single presentation—ensure consistency across all presentations, no matter who creates them. Consistency strengthens brand recognition and makes your content appear cohesive.

How to Do It:

  • Create a Branded Template Library: Design a set of branded PowerPoint templates that team members can use across the organization. This ensures that every presentation reflects the same level of professionalism and brand alignment.
  • Train Teams on Brand Guidelines: Provide employees with guidelines on how to use brand elements such as colors, fonts, and logos in presentations. This ensures consistency, even when multiple people contribute to creating presentations.

Example:

Develop a branded PowerPoint template for different types of presentations—sales, investor updates, internal meetings—that can be used company-wide for uniformity.

Final Thoughts

Branding your PowerPoint presentations is essential for maintaining consistency, professionalism, and recognition in every interaction with your audience. By incorporating your brand’s colors, fonts, logos, imagery, and messaging into your PowerPoint design, you can elevate the impact of your presentation and reinforce your company’s identity.Remember, a branded presentation is not just about aesthetics—it’s about telling your company’s story in a way that resonates with your audience and leaves a lasting impression. Whether you’re pitching new clients, sharing quarterly updates, or presenting to investors, aligning your presentation design with your brand will help you build trust, create engagement, and stand out in the marketplace.Let your presentations be a reflection of your brand’s strength and identity!