Imagine a company with organic beauty products. With everything set right and in place- mission, vision, brand elements- they begin with their next most crucial step- brand communication.
Now, think of a scenario- there is no brand presentation.
So, no set document for business plans, pitch decks, internal communications or brand ideology – meaning a subjective brand interaction, depending upon the person in charge.
You know what it can lead to?
Confusion among the team, inconsistent communication to the outside world, duplicacy of work, lack of trust among customers, and missed opportunities.
In this article, we shed light on what a brand presentation is, why it is important, and how you can draft a killer brand presentation that truly sets you apart. Read on to find how!
What is a Brand Presentation?
Gone are the days when only big companies needed to work on presenting their brand well. Irrespective of the size, it has become essential nowadays for every business to survive.
Brand presentations are a set of slides that highlight the ins and outs of a brand. The format incorporates brand identity elements and ideology to give people a rundown regarding what the company entails.
What to Include in the Branding Deck?
- Brand Overview: Who the company is and what it stands for.
- The Target Market Details: Who the company is serving.
- Design Elements: Logo, colors, graphics, etc., that define the brand.
- Brand Positioning: How people perceive the brand.
- Guidelines: The rules and standards for employees for brand consistency.
Benefits of Having a Brand Presentation
Everything you share – webpages, color, font, logo, content, etc. – shapes people’s perception of your brand. Each element adds its color to the canvas that your brand represents.
Your branding deck is crucial as it helps you establish your identity, improve visibility, and appear more credible.
- A good brand presentation deck can set you apart from people around you.
- It can leave a good first impression on potential clients and customers.
- By using all the elements consistently, you will be able to make your brand more recognizable and identifiable, making people more familiar with your visuals, messages, and ideology.
- A well-crafted deck will give people a sense of your professionalism. They will be able to trust you more and prefer your brand over competitors.
- It creates a cohesive experience for customers by ensuring that all interactions are unified and aligned with the brand’s identity.
- You can aim for brand consistency and integrity across all platforms and departments. It will result in better alignment for all (marketing teams, business partners, internal departments), keeping them on the same page and providing a clear reference for anything from web pages to advertising/marketing material.
- Sharing your visions and mission in a compelling story format increases your chances of emotionally connecting with people.
Tips to Create a Killer Brand Presentation
The slides are a crucial tool for business communication – they provide a canvas to introduce the brand, demonstrate what it stands for, and build credibility.
1. Have a Clear Presentation Goal
You could create the most aesthetically pleasing presentation, but it’s meaningless if it doesn’t drive your message home.
Have a clear understanding of why you are making that presentation and what you want the people to know, and then proceed backwards from there.
Once you set the presentation goal, design the slides accordingly.
2. Make it Impactful with Design Elements
The purpose of a brand presentation is to further the brand’s identity. So, it’s important to incorporate all that reflects the essence of the brand and company.
Get your game on point by including design elements like logos, graphics, etc., that are important to an audience engagement strategy.
Here are a few tips –
- If your logo has a story behind it, do tell it. Otherwise, you can explain what made you choose that logo and share the meaning of its specific colors, shapes, and elements.
- Use only high-resolution images and graphics in the presentation to avoid pixelation. Your content should be relevant to the message you wish to project.
- Your branding suite should have specific fonts and colors, which should also be included in your presentation. Consistency in your templates will reinforce your brand identity and make your slides look coherent, aesthetically appealing, and professional.
- To add creativity and fun to your slides, use effects, illustrations, animations, transitions, motion graphics, etc. However, don’t go overboard; it might distract people and make you look unprofessional.
- Always remember that white space is your one friend, and you can never afford to lose it. Keep your slides clean enough to highlight only the important points.
3. Always Consider the People
In the end, the purpose is to strike the right chord with the target market- to make them see what you want them to see.
So, keep them in the centre, whether stakeholders, clients, customers, VCs, or your team. Your presentation should be tailored according to what matters most to them.
4. Narrate a Story- the Heartbeat of Branding Presentations
Think of two presentation speeches. They share a narrative about Amazon as a company.
In one speech, the narrator starts with the history of the company, how it came into being, and how the concept was to provide everything from A to Z to its customers, hence the logo with the arrow. The inspirational story continues to elaborate on how they have lived the dream and gotten all you can think of under one window.
The other presenter discusses what Amazon does, gives a general introduction to the executives, and discusses the numbers they are generating as an MNC.
Which one of the speeches will you remember more or find inspiring enough to listen to?
Weaving a compelling story around the brand can have the following benefits.
- It will engage people emotionally, giving you a better ground to get your message home.
- It will enhance your brand’s recall value considerably, as people tend to remember stories better than hard facts and plain numbers.
What you can do is –
- Include your brand’s mission, vision, and values in your story.
- State pain points and tell people how your company is addressing them.
- Create your slide deck strategically by drafting a storyline that moves forward with each slide, weaving the content into a large story that keeps unravelling as the presentation progresses.
5. Highlight Your USP
Creating a branding deck is to tell people about your brand. And the most crucial aspect you want to emphasize is how you are different from anyone around you.
If you want others to take you seriously, you have to let them know loud and clear why they should. Your Unique Selling Proposition (USP) should be the highlight of your presentation, showing everyone why your brand matters.
6. Take Help of Real World Examples
We all see how big experiential marketing has become. Nowadays, it’s not just about selling a product or service; companies are coming up with innovative ways to demonstrate the experience beforehand.
Do the same with your branding presentation to make your brand look more tangible and believable for people. Instead of just giving everyone a rundown, include real-life examples to show your brand in action, like packaging, online presence, marketing efforts, advertisements, etc.
Let people know how your brand looks and feels in everyday scenarios.
7. Your Presentation Should be Concise and Focused
Like all types of presentations, a simple, straightforward, and concise presentation is what you need to drive your message home.
Figure out the critical points and stick to them. Also, introduce one idea on a single slide to avoid cluttering the space with too much information.
Keeping your presentation crisp and engaging will help tremendously, especially at conferences where people see a barrage of presentations.
Never cram information into a few slides if you have much to share. Contrary to popular belief, it would be better to spread out your content across multiple slides and maybe increase the number of slides. It will help you keep your slides aesthetically pleasing and your message clear and understandable.
For ensuring visual consistency, consider using pre-designed slides that have all elements to make your brand identity outstanding.
8. Incorporate Interactive Elements in Your Slide Deck
Let’s say you are a skincare company. Which of the following strategies will better support your efforts?
- You make people try your products or demonstrate how well your products work on the skin.
- You tell everyone in so many words how great your products are.
The choice is obvious. These experiences will help people get familiar with your brand better and engage on a much higher level by trying your product and platform themselves. Include elements like live demonstrations, props, or interactive communication sessions to make your presentation more lively and engaging.
You can also invite people to participate in discussions, sharing their expectations or experiences of your product/service. This can be another activity that actively involves people, improving your presentation and brand recall value.
9. Have a Clear CTA
You will have different audiences for your branding presentation, each with different purposes of sitting through that speech. A clear Call To Action (CTA) will let people know what they should do or your expectations after the presentation.
Whether it’s funding, approval, feedback, endorsements, or any other specific action, be clear about the next steps and let everyone know.
10. Leverage Social Standing
In one of the slides, you can include testimonials, case studies, research, etc., substantiating your work. It will help build credibility and become the key factor that closes the deal in situations like pitches or sales presentations.
Your reputation can help people trust you better, so include things that highlight your reliability and professionalism as a brand.
11. Try Humor
Play on some humor to tickle people’s funny bones and make a lasting impression. By sprinkling in some jokes, memes, and GIFs, you can count on creating a lighthearted and impactful speech.
The audience will remember you better if you make them laugh. However, make sure your jokes are generally understandable and relatable to your content and brand vibe. Carefully craft these elements in your speech to accentuate your words and content.
12. Get Someone to Proofread
Having another set of eyes go through something crucial can always be fruitful.
Imagine standing in a room of people, presenting confidently, only to find a word misspelt.
Getting someone to proofread is smart, as they can provide you with nice feedback about the document, such as whether the jokes were funny enough or the storyline was captivating enough.
Also, different societies follow different syntax, cultures, etc., which can again be brought to attention if missed. Since your presentation is a critical document about your brand, it’s essential that you get it proofread to remove errors and polish it to perfection.
13. Practice a Lot
Practicing will help you get your presentation down cold. Imagine you fumbling in front of potential investors as the company’s owner.
Though it’s your company and you know all there’s to know about it, that doesn’t mean you can present it as effectively, too.
Regular practice helps you eliminate errors and unnecessary information and refine your presentation and speech to its most efficient form.
In a Nutshell
It’s no longer enough to rely on one aspect, like a perfect logo or business cards, and expect to excel. You must up your game in every aspect that distinguishes you from your competitors.
Creating an outstanding branding presentation deck is one crucial aspect that can gain you more traction. It can portray you as a professional and efficient business, leveraging everything that drives people.
Weave your presentation in a compelling narrative, tailor your content to the people, and be mindful of aesthetics, and you are all set to leave a lasting impression.
