Page 69 - Duct Tape Marketing

Duct Tape Marketing

you may have some very valid reasons for your bias, and the designer
should have that data.

Insisting on a formal process, much like that described in this
chapter, will help you and the professional you hire collaborate more
effectively. It will also probably lead to a better design, reduce frustra-
tion, and potentially lower the overall cost.

Your Identity Standards
Once you have established a look and feel for your printed mate-

rials and stationery, have your designer create a set of standards that
you can publish and distribute to every person in your organization.

This set of “graphic standards” can be a simple document that
describes the way your logo can be displayed, where logo files are
stored, and the exact color usage and type styles that are to be used on
ads, letters, and forms.

This basic set of standards can help slow the inevitable misuse
and inconsistent use of graphic elements related to your brand. If you
document these basic standards and share them with employees and
vendors, your image elements will enjoy a consistent look.

The Telephone
The way your phone is answered sends a marketing message, yet

most business owners don’t give it a thought. Prepare a script and set
of standards for receiving calls, and stick to it. This may include a
short sales message or tone when answering the phone.

Give serious thought to how a receptionist takes messages or
checks to see if the caller is important enough to be sent on to the
boss.

Your Voice Mail
Create a script for your voice mail that reinforces a marketing mes-

sage. It can be creative while getting the message across. Create one way

50