I’ve just started reading an interesting new book called “slide:ology: The Art and Science of Creating Great Presentations.”Â It’s by Nancy Duarte, a designerÂ who played a major role in helping Al Gore with his presentation “An Inconvenient Truth.”Â
She makes the point that companies would spend much more on improving the quality of their presentations if they would consider presentations to be a part of their brand.Â She writes:
Truth be told, the reason many organizations relegate slides to the bottom of marketing food chain has to do with how they approach brand.
Many companies have forgotten — or simply never realized — what branding is. Rather than a name or logo or tagline that reflects what a company thinks of itself, brand is what a company stands for in the hearts and minds of its customers: to be successful, the company must have an emotional connection with the consumer.
Â Similarly, presentations all too oftenÂ reflect the agenda of the presenterÂ rather than build a connection with the audience. This is unfortunate because presentations could be considered the last branding frontier, in terms of both the attention paid to them and where they fit in the sales cycle.
In many instances presentations are the last impression a customer has of a company before closing a business deal.
Indeed, it wouldn’t take much for any company to stand out from its competitors if it paid some respect to its brand — and its audience — through presentations.