Visual Identity
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The document provides a checklist for designing a comprehensive visual identity that communicates a brand. It includes sections that address logo design, color palette, typography, hierarchy, iconography, data visualization, video and motion graphics, photography, illustration, web design and interactivity. The checklist emphasizes simplicity, clarity, consistency of branding across mediums, usability, accessibility, and representing the brand personality through visual elements. It concludes by mentioning Column Five, the creative agency that created the checklist.
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This document provides templates and tools to help audit, analyze, and build an employer brand. It includes workbooks and templates for identifying an organization's brand heart by establishing its purpose, vision, mission and values. There are also templates for conducting an employer brand audit, competitive analysis of other employers, mapping the employee experience, and developing an employer branding content strategy. The document recommends using the various tools and templates in order to understand an employer's strengths, weaknesses, competitors, and how to tell the best stories to engage employees.Content Measurement Maturity 
Content Measurement Maturity ssuser1cd0ea
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This document outlines a Content Measurement Maturity Model with four stages - Crawl, Walk, Run, and Fly - for measuring the success of content marketing efforts. The Crawl stage focuses on measuring audience reach and engagement. The Walk stage measures lead generation. The Run stage takes a multi-faceted approach to measure content's impact on revenue. The Fly stage helps attribute individual pieces of content directly to sales. It recommends starting with Crawl stage metrics like unique visitors and engagement, then progressing to more advanced stages as content measurement and optimization capabilities mature.Facebook Marketing Guide
Facebook Marketing Guidessuser1cd0ea
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Facebook is still an important platform for businesses due to its large audience of 2.89 billion users from varied demographics. It allows for targeted advertising through features like custom audience targeting based on interests, behaviors, and past interactions with a brand. Facebook provides analytics that give insights into content and ad performance to optimize marketing efforts.b2b Marketing
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The document discusses the challenges facing modern B2B marketers and outlines strategies for overcoming them. It begins by stating that the internet has fundamentally changed the B2B marketing landscape by enabling new ways of thinking, like zero-latency campaigns and the ability to target very niche audiences. It then explains that the new B2B buyer journey is less linear and vendors have less influence, so marketers must meet buyers where they are in their process. Finally, it describes the "battle for attention" in this new environment and emphasizes that marketers must demonstrate what's in it for the buyer in order to earn their attention and permission to market. The key is addressing usefulness and entertainment with compelling titles, sub-headlines, designCrisis of Confidence
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The document summarizes the results of a survey of 302 marketers about their content goals and measurement practices. It found that 90% of marketers expressed uncertainty that their key metrics are effectively measuring business results. While 73% identified brand awareness as a goal, only 47% cited lead generation and just 11% cited ad monetization. 69% measure success through pageviews and 65% through social shares, though these metrics may not reflect real engagement or business outcomes. Marketers wish they could better measure how their content impacts brand opinions, purchase likelihood, and overall brand awareness but currently lack ways to do so.State of Influencer Marketing
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Brands are increasingly focusing on influencer marketing and social commerce to drive ecommerce sales. Influencer marketing budgets are expected to rise in 2022, with Instagram and TikTok being top priorities. Nano and micro-influencers are gaining prominence due to their highly engaged audiences and lower cost per engagement compared to larger influencers. Video content is growing across platforms like TikTok, YouTube, and Instagram due to higher engagement rates. Measurement of influencer marketing ROI is also evolving to focus on aspects beyond direct sales.Brand Design Guide
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This document provides a guide to building a brand identity. It begins with an introduction by Arek Dvornechuck, a branding expert, who provides his mission to help people create iconic brands. The guide then covers the basics of brands, branding, and brand identity. It explains that brand identity takes various elements like logo, color, shape, typography and voice and unifies them into a cohesive system. The guide also discusses developing a brand strategy by understanding the target audience, creating a mission statement and defining the brand personality. It then covers designing the brand identity elements like logo types, effective use of shape, color and typography. The goal is to help readers create a strong brand identity that clearly communicates their10 Stats for your Agency's Deck
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This document provides several statistics that could be included in an agency's pitch deck to make it more compelling:
- When a brand posts twice a day on Facebook, those posts only receive 57% of the likes and 78% of the comments of posts made once per day.
- Click-through rates on triggered emails are 119% higher than normal emails.
- Email opens on smartphones and tablets have increased 80% in the last six months.
- Less than 0.5% of a brand's Facebook fans engage with the brand's content in a given week.Brands as Publishers.pdf
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Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.Recently uploaded (20)
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- 1. Visual Identity Checklist Brand Heart Workbook For more detail on designing your brand, see our Guide to Build a Brand Identity. Design an effective and comprehensive visual identity that communicates who you are. Visual Identity Checklist
- 2. Visual Identity Checklist Column Five // 2 Logo Colors Typography Hierarchy Design a logo that reflects your brand personality. Curate a simple but flexible palette. Select type that works as an extension of your logo. Create a logical, intuitive system. Ensure logo design works for web and print. Test that it renders well at small sizes. Choose 1 main color, 2 primary colors, 3-5 complementary colors, and 2 accent colors. Identify a primary, secondary, and tertiary typeface. Consider mixing serif and sans serif. Test for legibility in print and on screen. Focus on guiding the viewer through the content easily. Include specifications for headers, subheaders, body copy, images, blurbs, etc. Iconography Focus on simplicity and clarity. Double check that icons render clearly at small sizes. Make sure the image is relevant to the subject. Data Visualization Design for comprehension. Avoid clashing patterns (use color instead). Don’t over-illustrate or use 3D charts. Order data intuitively (alphabetically, ascending, or descending). Video & Motion Graphics Keep branding consistent. Web Design & Interactivity Focus on creating the best user experience. Photography Use consistent, cohesive visual styles. Ensure imagery is high quality and high resolution. Be mindful of inclusive representation. Consider accessibility. Design for mobile. Illustration Use illustrations to visually enhance, not overwhelm. Choose a single style. Keep it simple. Choose an animation style. Provide guidelines for kinetic text.
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