How to Add Value To Your Small Business with Effective Branding

Visible Logic, Inc.

142 High StreetSuite 615

Portland, ME 04101207.761.4230

visiblelogic.com

IDENTITY

PRINT

PUBLISHING

WEB

How to Add Value To Your Small Business with Effective Branding

The Portland Resource Group, January 2011

COMPELLING BRAND IDENTITIES IN PRINT & WEB

How To Add Value To Your Small Business with Effective Branding

Emily Brackett

President

Visible Logic, Inc.

Graphic Design & Branding:

Logos, Web Sites, Print Marketing, Book Covers & Interiors

Brand Positioning & Strategy


What is Branding?Why Should I Care?

How To Add Value To Your Small Business with Effective BrandingWhat is branding?

What is Branding Why Does Branding Matter?

• Attract better clients / customers

• Charge a premium for products / services

• It becomes a promise to your prospects

• You become the top-of-mind, premium choice


Why is graphic design at the heart of branding?

• Recognition starts the process of know me, like me, trust me

• We are visual beings



Is branding just a logo?





• Visual position



• Visual position

Residential solaRLet New England Breeze work with you to design and build the ideal Solar Solution for your home. We can install a solar electricity generation systems to fit your needs. Small roof, large roof, no roof, no problem. Our designs look great and exceed all utility standards and building codes.

CommeRCial solaR Do you have a business with an expansive roof? Cover it with solar panels. There has never been a better time for a business to put up a solar electric system in Massachusetts.

The grants are excellent and the tax benefits are substantial. An installed Solar Electric Systems can generate immediate positive cash flow.

Wind systemsWe install medium scale wind generation systems. These systems quietly and safely power your property while offsetting some or all of the power you purchase from your utility.

Working with New England BreezeOur #1 priority is meeting your expectations while meeting our commitment to protecting the planet.

ouR PRoCess

1. site assessment:• Howmuchpowerdoyouuse?

• Whatconservationstepshaveyoutaken?

• Whatconservationstepscanyoutake?

• Doyouhaveshadingissues?

2. solution specification:• Onethatfitsbothyourneedsandyour

sitesadvantagesandlimitations.

3. Cost estimates:• Detailedestimatesincludingalltaxcredits,

rebates,andgrants.

4. installation:• Turn-keyinstallationfromsitepreparationtocleanup.

5. Handoff:• Youwilllearnhowtokeepyoursystemrunning

atpeakproduction.

ouR mission Reduce and reverse the effects of fossil fuel energy on New England’s environment by helping you generate your own clean, reliable electricity.

WHat We do

• Designyoursystem

• Completeallgrantapplications

• Obtainallpermits

• Securepowercompanyconnectionagreement

• Supplyallmaterials

• Installyoursystem

• Teachyouaboutyoursystem

installations also inClude

• 5yearworkmanshipwarranty

• 3yearsofwebbasedmonitoring

• Annualinspectionduringwarrantyperiod

Call (978) 567-9463 or Visit www.NewEnglandBreeze.com

and request a solar system estimate or a wind site assessment

Generate your own clean electricity

for your home or business, with a solar or

wind system from new enGland breeze

Photovoltaic (PV) Array

Inverter

Utility TypeElectricity (AC)

SolarElectricity (DC)

AC Disconnect

Main Electric Panel

Utility Meter

Electric Utility Service

Your Home

About New eNglANd breeze

New England Breeze was founded in 2006 by Mark Durrenberger out of his concern for the environment, his desire to slow the effect of global climate change and keep this planet a pleasant place to live for his kids, their kids and many generations beyond.

New England Breeze, llc is a fully insured and licensed installer of solar and wind based electricity generation systems for homes and businesses.

Mark Durrenberger is a graduate of the University of Lowell (Now UMass Lowell) with a Masters of Science in Energy Engineering, a Bachelors of Science in Nuclear Engineering. For the past 11 years, Mark co-owned and ran the project management consulting and training firm Oak Associates, Inc. In his career he has served as a management consultant to Fortune 1000 companies, Program Manager, and Nuclear Engineer. In January 2007, Mark was trained by Al Gore to teach about climate change. To date he has given 30 presentations to over 1400 people. When not championing the environ-ment, Mark can be found on stage performing with the Art Alliance’s River’s Edge Players in Hudson, MA and spending time with his family, wife Jocelyne and triplet teenagers (Marcelle, Curtis and Russell).

bill Carr is a graduate of Worcester Polytechnic Insti-tute with a Bachelors degree in Mechanical Engineering and a Masters Degree in Computer Science. After 25 years in software development, Bill left his career two years ago to start a renewable energy business installing solar and wind systems. Bill’s hobbies include mentoring FIRST robotics teams at Assabet Valley and Blackstone Regional High Schools where he has used LEGO robot-ics kits to help the students prototype their designs of full size robots. When not building robots or designing renewable energy systems, Bill enjoys time with his wife, Fiona, his daughter Rachel and his two Welsh Corgis (Dylan and Kipper).

www.newenglandbreeze.com

How SolAr electric workS

www.NewEnglandBreeze.com7 Santos Drive, Hudson, MA 01749

978-567-9463



• Visual position

• Positioning statements and audience research

Brand Statement: Knollwood Energy provides solar panel owners the easiest way to apply for Solar

Renewable Energy Certification and get the best financial return on their credits.

Positioning Statement: Ease of use; Best financial return; Best referral for installer; Experienced

industry leader

Key Audience: 1) Installers are tradespeople usually coming from the roofing, renovation or construc-

tion field who understand the growth potential of this market segment. 2) Residential home owners,

older than 60 years old who want to maximize their financial return,



• Visual position


• Writing tone and content



• Visual position


• Writing tone and content

• Actions, customer service, etc.

• What customers say

• Media, etc.


Branding Identity:Control What You Can

How To Add Value To Your Small Business with Effective BrandingBrand Identity -vs- External Factors

Your Brand is a Combination of:

The Identity you build and

The Perception / Messages that come from others

An official “face” of an organization (Exec. Director, Founder, etc.)

Employees / volunteers

Clients / Customers / Recipients / Beneficiaries

Media


















Take 2:

A Strong Brand Identity Can Help









Another Typical Scenario?




Critical Elements for a Comprehensive Brand Identity

• Logo

• Web Site

• Business Card


Brand EquityCase Studies

How To Add Value To Your Small Business with Effective BrandingBrand Equity & Case Studies

The Value of Brand Equity

• Premium pricing

• Better, higher paying clients

• Reduced marketing costs (eventually)

• Greater value when selling the business (eventually)


Cream & Sugar Bakery







I get numerous positive comments on my logo and my labels, which you

designed. Now, with the website up and indexed on Google, suddenly the

majority of customers are placing orders with me just after seeing the

website! I would estimate that my retail business has increased by

50%, and my web-based sales four-fold because of people finding the

website, and trusting the website enough to place an order with me.

—Elise Richer, Cream & Sugar Bakery


Educational Endeavors





“We offered excellent services. We just didn’t have the proper perception of our ser-

vices,” —Eric Davis, Director

Before they defined and revised their brand, Educational Endeavors had 15 academic

tutoring clients and no institutional clients. Within six months of launching their new

brand, Educational Endeavors’ business jumped dramatically. The number of aca-

demic tutoring clients increased to 25, and they acquired more than 10 institutional

clients seeking consulting services. The company started acquiring institutional

clients because of their new, professional image. Business has since doubled.


Emily Brackett

Visible Logic, Inc.

visiblelogic.com

visiblelogic.com/blog

twitter: @VisibleLogic

facebook: Emily K Brackett

facebook: facebook.com/VisibleLogic

LinkedIn personal: linkedin.com/in/emilybrackett

LinkedIn company: linkedin.com/company/204702


ResourcesWhite Paper:

Graphic Design: The Crucial Step Toward Higher Brand Equity, Increased Revenues (Educational Endeavors Case Study)

8 Tips for a Comprehensive Brand Identity

Survey & White Paper on Email Domain Names

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