In a recent Billion Dollar Graphics class I was asked, “What happens if I’m railroaded by my company’s PowerPoint template?” Meaning, “What happens if I’m forced to use my company brand standards and templates even if I don’t like them?” My answer may surprise you. However, before I share my solution, let’s conduct an experiment.
Question 1: How many of the following 40 logos do you recognize?
Question 2: What package delivery company do you think of when you see this (brown) color?
Question 3: Which color is associated with Home Depot’s brand?
Question 4: Which row of logos are colored correctly (i.e., are the correct brand colors)?
For this reason, when making a presentation, I recommend picking one of two paths:
- Use your company’s brand, because it is either building mindshare or already has, which elicits feelings of trustworthiness.
- Use your audience’s brand, which is known, and similarly, elicits feelings of trust.
Mixing the two results is a watered-down version of each. It is often unidentifiable as either brand because of brand elements conflict. Mixing is only acceptable when done judiciously for a specific, clear purpose (e.g., to identify roles). Be consistent and make professional choices.
If your company’s brand standards and templates are unprofessional, politic for a change. Show examples of good company-branded PowerPoint templates. Share the benefits of making the switch. In the meantime, unless your company’s template is egregiously bad (I mean really, really unprofessional), use it.
Your personal bias for or against your company’s template and brand (assuming you are not the target audience) is eclipsed by the power of mindshare. Mindshare builds trust and trust is needed for almost every presentation to be successful. Even if you fail to achieve your goal after presenting, you are still building mindshare and improving the odds of future success.
So, my short answer to presentation professionals who don’t like their company’s PowerPoint templates is to use it, because you want your company to become a recognizable brand. It takes time to build mindshare and it’s absolutely worth it.
About Mike Parkinson, Microsoft MVP, CPP APMP Fellow:
Mike is one of 16 Microsoft PowerPoint MVPs in the United States. He is a PowerPoint and visual communication expert, a professional speaker, an educator, and an award-winning author. He regularly conducts workshops and creates graphics, presentations, and content for companies like Microsoft, FedEx, Xerox, Dell, and Boeing, as well as at learning institutions and small organizations. In 2015, Mike sold GetMyGraphics.com (a PowerPoint graphics product) so that he could focus on helping others achieve their presentation and educational goals.
Mike owns Billion Dollar Graphics (BillionDollarGraphics.com) and 24 Hour Company (24hrco.com), and authored a successful visual communication book (Do-It-Yourself Billion Dollar Graphics). Contact Mike at mike@billiondollargraphics.com to learn more.
