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We are passionate about marketing successful retirement plan advisors and TPAs.

401(k) Marketing

121 Broadway

Suite 540

San Diego, CA 92101

(401) 400 - 3199

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401(k) Marketing, LLC is not in the business of providing legal advice with respect to ERISA or any other applicable law. The materials and information do not constitute, and should not be relied upon as, legal advice. The materials are general in nature and intended for informational purposes only. All content, including any brochures or other materials designed for potential use with plan sponsors, fiduciaries, and plan participants, must be reviewed and approved by the compliance and legal department(s) of the Financial Professional and/or Third Party Administrators firm prior to any use to confirm that they meet the firm’s legal and compliance policies and standards. The Financial Professional, Third Party Administrator,  and his/her firm are solely responsible for the use of content and any materials included herein, and for ensuring that all services provided by the Financial Professional and Third Party Administrators conform to the firm’s legal and compliance policies and standards.

Branding

June 30, 2013

Branding Basics

 

Let’s take a minute to talk about the foundation of branding.  There are a few key components that comprise the cornerstones.  Those include:

 

  • Logo

  • Colors

  • Font

  • Unified Message

 

Your visual brand is your company’s identity.  Every company’s brand should be different and unique.  The image packet represents your total brand.  Now, brand and logo are not exactly the same, but a strong image packet can  definitely promote your brand.  For a consistent client experience, you will want to create a cohesive family of content.  Every aspect should have a nice flow to it.

 

 

 

Marketing is a coordination.  Your marketing should convey the same look and feel, include common images, and evoke similar emotional responses in your clients.   Brand consistency is when your clients and prospects see, hear, feel, and experience the same excellence over time.  Branding, consistency, and reputation go hand-in-hand. 

 

How to get started, you ask?  There are a lot options to help businesses brand identities.  

 

  • Logos           

  • Colors

    • When I was creating 401(k) Marketing’s color palette, I thought a lot about color and what color means.  The blue is for reliability and stability.  The orange for creative and enthusiastic energy.  The gray is for openness and collaboration. 

 

  • Fonts

    • There are two main families of font, Serif and Sans Serif. 

      • A Serif font has ‘feet’ and they guide the reader’s eye forward and should be used in descriptions, paragraphs, and longer text to help the reader continue reading forward. 

      • A Sans Serif font is without feet and is generally used in headers and stand-out text.

 

  • Unified Message

    • What is your marketing message?  Why are you in the retirement plan space?  What do you believe in?  How are you improving the industry?  What makes your office different, special, and an expert?  These are the questions you should ask yourself, when making your brand.

 

Together, these four corners build a foundation for branding basics.  A consistent brand is a visual reminder of your company.  It slowly builds equity.  Think of branding like a piggy bank; every good experience someone has with your brand, they will make a deposit in the piggy.  Over time and with the correct steps, you build brand equity.  At 401(k) Marketing, our goal is to make your brand synonymous with retirement plans, expert, and trust. 

 

Thank you for reading, we hope you enjoyed.

 

 Sources:

http://www.entrepreneur.com/article/172582 

http://blog.hubspot.com/marketing/what-does-your-logo-color-really-mean-infographic

http://www.slideshare.net/BingDesign/brand-consistency-020813 

http://www.juuce.com.au/services/brand-design/

http://www.inc.com/guides/2010/11/how-to-maintain-brand-consistency-across-product-lines.html

http://www.mplans.com/articles/brand-standards-create-consistent-image-and-identity/

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