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What s in a Brand
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The message and values your business communicates what sticks most in your customers and prospective customers minds are your brand. You might have a wellknown product name that communicates dependability, integrity, and trust. You might have established your organization as the one that puts people first and so your brand communicates caring and respect of staff and customers. The way in which you communicate your brand has a lot to do with how your customers remember it. Even small items such as the font you choose, the subtle color of blue you always use, or the company motto you ve had since the '60s all reinforce your brand message. Choosing colors, fonts and phrasing that reinforce the brand you want your customers to remember is an important part of telling the story of your business or organization. If you choose well and use your items consistently, your publications can go a long way toward helping your customers understand who you are and what you offer which can mean increased customer loyalty and greater visibility down the road.
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7:
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Produce Professional Business Materials with Office Publisher 2007
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Selecting the Color Scheme
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Office Publisher 2007 includes dozens of professionally designed color schemes for your publications. This saves you the trouble of trying to determine what colors match as you prepare your business materials. To make a color scheme the default for the publications you create in Publisher, click the Color Scheme down arrow in the Customize box and select your choice (see Figure 7-5).
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Figure 7-5
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The color scheme you choose is applied to the current template as soon as you select it.
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The font scheme you select for your publication includes not simply one font in a particular style and size but instead two complementary styles one for headings and one for the body text of your materials. Each scheme has its own name (such as Deckle, Dictation, and Economy, as shown in Figure 7-6). To choose a font scheme, click the Font Scheme down arrow and scroll through the list to find and click the one you like.
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Figure 7-6 A font scheme is a coordinated pair of font choices you apply to headings and body text in your publications.
Part II:
Preparing and Producing Professional Results
Using Your Business Information
Office Publisher 2007 provides several ways to add your business information, such as the firm s telephone number or motto, to your customized template so that you don t have to retype it each time you create a new document. In the Business Information section of the Customize dialog box, you can add and display the information easily. Begin the process by clicking the Business Information down arrow and choosing Create New (see Figure 7-7).
Figure 7-7
Create a new business information set.
The Create New Business Information Set dialog box (see Figure 7-8) gathers the information so that it can be applied automatically in your publications. Fill in the information and name the set by clicking in the Business Information Set Name (the name you enter will be available in the Business Information list in the Customize box).
Figure 7-8 Enter all your business information, as well as your company motto and logo, in the Create New Business Information Set dialog box.
7:
Produce Professional Business Materials with Office Publisher 2007
Applying Business Information
Your business information will be applied automatically to a new publication you create whenever you choose the information set in the Business Information list. The information is plugged into any business address fields (for example, in a return address text block on your company newsletter). You can also add specific items from your business information set by displaying the Business Information task pane (choose Business Information from the Insert menu or click the task pane title bar down arrow and choose Business Information).
You can edit the business information you ve entered for a specific set by choosing Business Information from the Edit menu (or click the Change Business Information link in the bottom of the Business Information task pane). The Business Information dialog box enables you to choose the set of information you want to edit and then make modifications, delete, or update the data as needed.
Part II:
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