Logo NoGo for Pow­er­Point

Business Events News - - News -

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 an­drew@lunch.com.au or visit his web­site at www.an­drewk­lein.com.au.

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.