Logo NoGo for PowerPoint
Andrew Klein, professional MC and presentation skills speaker and director of SPIKE Presentations, presents his front line observations on conferences in a regular feature in BEN.
LET me start this rant off with a disclosure. I am not a branding expert. In fact I’ll go further and say I have absolutely zero qualifications in branding, PR or marketing. So my “qualifications” for making the ensuing comments have no educational basis other than my gut feel and observations.
Having made this disclosure, here is my branding advice based on sitting in conference rooms for 20 years observing thousands of PowerPoint presentations: take your company logo off your slides.
In a large percentage of PowerPoint presentations, the presenter (or possibly the presenter’s company marketing department) places their corporate logo on the top, bottom or corner of every single slide.
The thinking no doubt is that the presentation is a great opportunity to promote the company to clients, customers or potential users. A free advertising opportunity. Perhaps the belief is that the branded logo on each slide ensures uniformity and brand consistency. So slide after slide features the company logo.
However, I believe it has the opposite effect and creates a negative impression. Firstly it encourages mundanity, the dreaded slide template system leads to each slide looking identical to the next and after 30 minutes of similar-looking slides, your audience tires.
“Oh wow, another template slide that looks and feels just like the previous 75 slides, please keep them coming... yawn”. Secondly, the logo on each slide makes the presentation about you, whereas in reality a good presentation is not about you, it’s about information that benefits the audience. So your endless logoing can smack of indulgence and “salesmanship”.
Sure, place your logo on your first and final slide (a bit of branding makes sense) but branding every slide with your logo suggests insecurity.
When I visit your home for the first time I initially locate your home by the number on your letterbox or door, but once inside, you don’t have your street number stuck on the door-post of every room!
Give me the benefit of the doubt that I won’t forget it’s your house.
Branding or marketing specialists may disagree - so fire at will. But in my view, nothing beats a simple, uncluttered PowerPoint slide (different in look and feel to the previous slide, to keep us engaged) with as little corporate template nonsense as possible.
Better still, ditch the slides altogether and just rely on “Brand YOU”!
If you are looking for an MC for your next conference or a speaker/trainer on presentation skills or pitching skills, email firstname.lastname@example.org or visit his website at www.andrewklein.com.au.