Whether you are starting a new venture or rebranding a well-established business, hiring a branding professional to develop your Brand Book and Visual Identity Standards Guide will be one of the most important and valuable things you’ll ever do for your business.
It can be tempting to take on the task of branding your company as a DIY project, especially if you are a new business with a limited budget. Keep in mind, though, that hiring the right professional will give you the opportunity to work with an unbiased third party to establish a solid foundation on which to build your brand as your company grows. Your brand is far more than JUST your graphic identity and logo, and the branding needs to make sense not only to you, but also to your customers.
By ensuring your business has a Brand Book as a solid reference point, you will save time and money in the long run. Do your research and shop around to find a branding company that’s the right fit for you. You will be glad you did!
Issue 5 of Ayoko Magazine features a Brand Book overview as well as several Winnipeg business case studies:
BRAND BOOK ANATOMY OVERVIEW
Knudson Law Office
BRAND POSITIONING STATEMENT
Boon Burger Cafe
BUSINESS NAME, LOGO & TAGLINE
Planned Perfectly Specialty Linens & Draping
TYPOGRAPHY & FONTS
Pure Design . Build
The Winnipeg Pet Show
GRAPHICS & IMAGERY
I Promise Marriage Commissioner
WORKSPACE & INTERIOR DESIGN
Algonquin Travel & Cruise Centre Travel Plus
WEBSITES & SOCIAL MEDIA
Winnie the Bear
IN THIS ISSUE
Building Your Brand Book: Why Every Business Needs A Visual Identity Standards Guide
Mood Boards: Exploring and Organizing Brand Elements
Rebranding Shelmerdine: A New Look That’s Second Nature
ON THE COVER
Photo: Erin Alexander Photography
Flowers: Academy Florist
Necklace: Vintage Bling
Summer Salad: The Mitchell Block
Ruffle Cake: Sweet Impressions
Styled By: Ayoko Design Inc.
Money & Finance
Stuart Henrickson, I.H. Asper Executive Director for Entrepreneurship, Stu Clark Centre for Entrepreneurship, Asper School of Business, University of Manitoba
MONEY & FINANCE SPOTLIGHT:
STU CLARK CENTRE FOR ENTREPRENEURSHIP
ASPER SCHOOL OF BUSINESS
UNIVERSITY OF MANITOBA
I.H. Asper Executive Director for Entrepreneurship
Stu Clark Centre for Entrepreneurship
Asper School of Business, University of Manitoba
Stuart Henrickson has worked in Calgary, Toronto, London, Kuala Lumpur, Riyadh and Dubai. He’s been involved in over
$17 billion of transactions including private placements, IPOs, debt offerings and structured products. He also won two international Deals of the Year awards during his career.
In short, he understands finance.
He also understands the importance of firsthand experience when it comes to funding a new business venture. As I.H. Asper Executive Director for Entrepreneurship at the Stu Clark Centre for Entrepreneurship, one of Stuart’s strengths is linking young entrepreneurs with the right mentors and connections.
“A lot of times a university will teach you how much money you require and how to build up your capital structure, but they don’t tell you how to get out the door and go find that money,” Stuart explains. “We try to direct them; we do that by creating mentorships where they can work with people in industry, but also take them out to various banks and credit unions. In addition, local groups like FuturPreneur can help young entrepreneurs with financing, and angel investor groups are available if they’re looking for equity investors.”
From subsidized legal services to the University of Manitoba’s 30,000 student campus that’s perfect for surveys and product testing, the Stu Clarke Centre for Entrepreneurship helps students take their business ideas to the next level.
“In the old days, when you wanted to start a company you did it out of your basement,” Stuart says. “Now we hope that they do it by going into a pre-incubator like Ramp Up Manitoba in the Exchange District, or they might go to that next stage of getting some government funding and being part of an incubator or accelerator like the Eureka Project in SmartPark or Manitoba Technology Accelerator – both of those are logical next steps and we have students that graduate and go right into it.”
While these services are invaluable for Asper School of Business students, the Stu Clark Centre for Entrepreneurship has an open door policy that stretches beyond the Drake Centre.
“We bring in people not only from the Asper School, but across campus,” he explains. “We have Red River College students that come to us and we send some of our students to Red River College to take advantage of their expertise as well. When you graduate, you don’t leave, you’re still part of the family – that’s how networking works and how Winnipeg works.”
Visit www.umanitoba.ca/entrepreneur or their Facebook page to learn more.
PHOTO: Erin Alexander Photography
Sales Manager Small Business, Winnipeg Market
RBC Royal Bank
As Sales Manager Small Business for the Winnipeg Market at RBC Royal Bank, Shelly Friesen helps small business owners succeed at all stages of the business lifecycle. From start-up to planning for expansion or business succession, Shelly and her team of Small Business Advisors assist with business accounts, investments, business credit cards, payment services, point of sale and capital loans to help clients achieve their personal and professional financial goals.
“In my experience, business owners’ priorities are centred around cash flow, attracting and maintaining skilled staff and access to capital for growth opportunities,” Shelly explains. “RBC works with each business owner to provide a tailored and comprehensive suite of financial services that provide for the management of cash flow at the least possible cost.”
Extremely active in the local business community, Shelly and the RBC team offer free advice events and information seminars, and also proudly support the Manitoba Filipino Business Council, Manitoba LGBT* Chamber of Commerce, Women Business Owners of Manitoba, Community Chambers of Commerce and Community BIZ Associations to name a few.
“There is an energy in our community here which fosters innovation and entrepreneurship,” Shelly says. “Combined with our cultural diversity and our location in the centre of North America, this all helps position the businesses in our city and our province as contenders on the global landscape.”
Learn more online at www.rbcroyalbank.com.
SUSAN MISNER & LAURA MCDONALD
Golden Girl Finance
The leader in financial media for women, GoldenGirlFinance.com makes finance real, relevant and relatable – not to mention entertaining. Reaching millions of readers across digital, print and television platforms, Golden Girl Finance was founded in 2010 by investment maven Susan Misner and marketing guru Laura McDonald.
“There was a lot of media out there for women that focused on parenting, but nothing really enlightening the lives of women in the area of building and protecting wealth,” Susan explains. “We don’t offer personal financial advice; our goal is to get women engaged in the market.”
Content ranges from tax strategy to real estate and general money saving tricks, and they try to give their own unique spin on topics that are trending in mainstream media.
“Success for us has been crossing key traffic levels and exceeding earning targets. I attribute our growth to our confidence; we thought we were big before we were and that helped us project a strong brand image,” Laura explains. “Our goal for 2015 is to continue to increase our reach, maintain advertiser partnerships and move more into the U.S.”
Learn more online at www.goldengirlfinance.com.