Why a BRAND Standards MANUAL?
Our corporate colleagues have taught us the benefits of solid branding and marketing. By distinguishing themselves in a competitive marketplace, companies with similar products, such as IBM and Apple, hold distinct identities and gain customer loyalty. Associations also exist in a competitive market where unique benefits are hard to tell apart. By establishing a unique identity, we can capture the same loyalties.
Working with Washington, D.C., graphic design and branding firm Greenfield/ Belser Ltd., we at SHRM first closely reviewed our existing marketing materials. That included marketing plans, promotional materials, proposals, cover letters, presentations, newsletters and a lot more.
Then we conducted considerable SHRM member and HR marketplace research relevant to our position, goals and brand image. Clearly, before we could decide where we wanted to go, we needed to get an exact idea of where we were.
We looked at the quality of our marketing materials and the consistency of our message. We also interviewed management, culture-bearers and those who are taking the organization into the future. Making sure SHRM’s key industries were represented, we spoke to a number of members and non-members.
As you will see while you flip through this manual, the SHRM identity is greater than any single element. It is not simply a logo or a type style or a set of colors. Instead, it is the consistent use of all of these elements, as well as consistency in copywriting tone and style, in every communication, repeated over time, that develops a memorable image in the mind of current and prospective SHRM members and interested professionals in the business community.
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