A Brand for a Company Is Like a Reputation for a Person

Style Guide

October 2011

"A brand for a company is like a reputation for a person." ~Jeff Bezos, CEO Amazon Because style matters!

“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." ~Michael Eisner, as CEO of Disney

There is a psychology to why some brands work and others fizzle. What makes a brand memorable, desirable, one people recognize? Good design is key—simplicity, strong colors, relatable visuals and steady messaging.

Most people think of a brand as a logo or a slogan, but branding is much more than just a mark or tagline. The visual mark in conjunction with messaging is the brand platform, but these are only the beginnings of the process. Consistent implementation of branding through all communications, literally any place the SC SBDC is identified, will be the most important element to the success of our rebranding efforts.

Each and every SC SBDC consultant, manager and staff member is central to building the value of our brand. What every organization or business wants is to create strong brand equity, a high perceived value. Branding is an effective marketing tool that projects a positive public image helping to build worth and confidence in our services in the mind of our clients, stakeholders and the public.

We lead by example, so our materials should always set a standard of quality. A polished presentation is one of the first tenets to success. If we are careless with our brand, we may give the appearance of being slipshod in our work. The effectiveness of the new SC SBDC brand will be determined by our long-term commitment to consistent visual identity and messaging backed by our high-quality service and products.

A brand costs money to develop. It takes time and energy to strengthen. It requires determination to build value. Solid branding is an investment that should be protected. It can be one of the most valuable assets of a business or organization. It is the responsibility of us all to comply with simple standards so we can build confidence in the SC SBDC brand.

2 Brand loyalty starts at home.

“Long-term brand equity and growth depends on our ability to successfully integrate and implement all elements of a comprehensive marketing program.” ~Timm F. Crull, CEO, Nestle

This style guide is the beginning of an integrated marketing and communications (IMC) plan for South Carolina Small Business Development Centers. This IMC plan focuses on the goal of bringing all 17 centers into a cohesive network under one brand umbrella. Each location’s brand extension will provide some independence, but extensions also provide myriad benefits of association with the statewide network.

It is important to present a polished, united image to the public, stakeholders, funding sources and colleagues. Understanding how to implement the new mark and messaging in a consistent manner is covered in this style guide. Being able to explain the basics of these guidelines will also protect the integrity of our mark and language when the opportunity arises to share our brand with those outside of our network.

This style guide, also known as a brand book, has three specific goals. These are to:

1) Establish a clear vision of the SC SBDC visual identity and language (brand platform). 2) Build understanding of and commitment to the brand platform throughout the network. 3) Create a disciplined approach to communications across the network.

If we accomplish these goals, the new brand will:

1) Assist in the attraction and retention of high quality clients with growth potential. 2) Raise awareness of and stimulate the recognition of the SC SBDC, helping to increase financial support from both public and private sources. 3) Elevate the perceived value of the SC SBDC.

This is an evolving process. Unforeseen needs will arise. Mistakes will be corrected. Tweaks to the brand will be necessary to fit a certain medium. The master style guide will be maintained on the intranet portal on SCSBDC.com. When questions arise, please check this document. It will be updated as necessary.

3 It’s a lot to consider.

"Managing a brand is a lot like shaving. If you do it every day, you look pretty good. If you miss a couple days, you start to look a little scruffy." ~T. Michael Glenn, CEO FedEx

There are dozens of places a logo and messaging can be applied. Although certainly not a complete list, the chart on page 4 is an example of some of the places and situations that require SC SBDC branding. With so many opportunities to spread our message, multiplied by the people in 17 centers, the necessity for standards is apparent.

When you think of major brands, consider how often their logos are used and in how many different ways—in advertising, on websites, in direct mail, on promotional products, on packaging and the list goes on. There are people employed by large corporations who do nothing but police the image of the brand. They ferret out instances of inconsistent use and correct the problem before it gets out of control. In this way they protect the value of the brand.

The new SC SBDC logo should be used conspicuously on all communications and support materials, preferably in a position that gives the SC SBDC prominence. In the past our centers associated themselves closely with their host universities and often marketed events in a way that directly or indirectly implied ownership in the center and the event belonged to the school. Often the SC SBDC was relegated to a back page where it looked as if we were merely a sponsor among many.

Old habits are hard to break, but in order to have an effective brand we need a new mindset that promotes each center as a part of the SC SBDC network. All events that originate from and are paid for by a SC SBDC should be branded as such. This means prominent placement of the SC SBDC logo and possibly the inclusion of the tagline or other campaign themes developed in the future. The intent should always be to promote the SC SBDC and the local center.

If a center is sharing responsibility for an event with another organization, as in the other entity contributes funds, supplies speakers, provides meeting space or vigorously promotes the event, then credit equal to that contribution should be afforded the other organization on all materials.

4 5 Marketing 101

A SWOT analysis is the study of the internal and external factors that affect the potential success of a brand.

Strengths:

 Extensive history of helping small businesses flourish and contribute to the greater economy  A quality product in high demand  A staff that can speak knowledgably concerning our programs and products

Weaknesses:

 Low brand recognition—often confused with the SBA, other small business organizations and the universities in which SBDC centers are located  Name is too long—not easily pronounced or used visually. Brand names should be easy to spell, articulate, envision and remember like Bing!, Google, Yahoo, Blackberry, Tom’s and Target.  Inconsistent naming of centers around the state can be confusing to those outside our network.

Opportunities:

 The larger story is positive, interesting and supported by reliable statistics.  Such meager branding was done previously that there is very little blocking the entry of the new brand into the marketplace.  There is great opportunity to reinvent, enhance and upgrade our reputation.

Threats:

 Limited budget  Learning curve/compliance issues with the new brand both internally and externally  Communication requirements of the Big Four and host universities sometimes conflict with the SC SBDC’s branding needs.

6 What’s in a name?

“Branding gives meaning to who we are and what we do.” ~Anonymous

Previously there has been little direction in how we refer to ourselves as an organization. A more consistent approach to naming and communication style will guide the public’s image of the SC SBDC. Spelling out the acronym at least once on a document or other materials, usually upon first reference, is always good practice. Do not assume that people know the meaning of SC SBDC. It is our job to relay meaning.

Refer to the statewide network one of the following ways. Note the plural form.

South Carolina Small Business Development Centers SC Small Business Development Centers SC SBDC (note space) South Carolina Small Business Development Centers network SC Small Business Development Centers network SC SBDC network The South Carolina SBDC South Carolina SBDCs South Carolina SBDC network our network the network

Refer to the state office also as the network collective:

South Carolina Small Business Development Centers SC Small Business Development Centers SC SBDC (note space) state director’s office, SC SBDC state director’s office, SC Small Business Development Centers state director’s office, South Carolina Small Business Development Centers

(Lowercase for the state director’s office is per the Associated Press Stylebook when used in copy. Capitalize when used in official addresses.)

INCORRECT:

SCSBDC Small Business Development Centers of South Carolina SBDC of South Carolina SBDC Small Business Development Center Refer to individual centers per their location extension plus the word area: 7 Newberry Area SBDC Newberry Area Small Business Development Center Newberry Area SBDC located at (or hosted locally by) Newberry College Newberry Area SBDC in partnership with the University of South Carolina

(In partnership is reserved for the Big Four. Other schools should be referred to using either 1) hosted locally by or 2) located at.)

INCORRECT:

Clemson University Small Business Development Centers Newberry College SBDC Small Business Development Center of Spartanburg SBDC of Coastal Carolina University

When referring to regions please use the word region rather than regional when possible. Note that in all cases ownership of the center is not conferred to the university. By using SC or South Carolina along with SBDC we are always referring to membership in the network and never giving up the title of our centers.

Clemson Region of SC Small Business Development Centers (most desirable) SC SBDCs of the USC Region SC State University Region of the SC SBDC SC Small Business Development Centers of the Winthrop Region SC SBDCs within the Clemson Region

8 A picture is worth much more than a thousand words.

“The three key rules of marketing are brand recognition, brand recognition, brand recognition.” ~Anonymous

The state logo is now available on the staff site of the state website. There are four versions (color and b&w in both JPG and TIFF), as well as artwork of our slogan. There are a few basic guidelines that pertain to the use of all versions of our mark.

1. The logo should never be altered, redrawn nor reset in a different font. The proportions and spacing of the logo must remain constant and file images should never be stretched nor distorted. Distorting a JPG file can even change the color. 2. Always allow adequate clear space around the mark. There will be instances where it is difficult to allow much clear space, but do strive to use good judgment and design. Impact and presentation should always be thoroughly considered. 3. Never place any SC SBDC logo against a color background where the logo seems to float in a rectangle of white as this appears unprofessional.

This is the correct proportion for SC SBDC visual identity.

Stretching the logo horizontally is incorrect.

Stretching the logo vertically is incorrect.

9 Extensions and attributions:

Different versions of the main logo were created to give flexibility of use while maintaining the consistency of our visual identity. Each instance of use will have to be carefully considered before a specific version of the logo is selected. Questions revolve mainly around giving credit where credit is due. While we never want to short our host institutions when it comes to crediting their contributions, we do want to ensure that all our products and services are branded as SC SBDC products and services.

State logo with Big Four attribution:

Each region has a version of the state logo with an attribution line for one of the Big Four schools. This is appropriate to use when referring to a region-wide event that perhaps involves more than one center.

Center extensions:

Each center has their own extension that is related to their geographic location rather than their host school. Our network structure is less important to our clients than the convenience of our locations. Naming centers by the closet major town or city presents SC SBDCs as the community resources they are, attracting even people who would perhaps shy away from a university setting.

10 Center extensions with attribution:

Each center also has a logo with an attribution line. This is handy when producing materials that require credit for one of the Big Four, but where the use of said school’s logo would give undue credit or generally detract from the acknowledgment the SC SBDC should receive.

Black and white logos:

There are black and white versions of each logo. These are to be used in instances when the color logo is inappropriate or does not work for some reason. The black and white logo should always be used for photocopies. If you know something will be photocopied use the b&w logo. This will ensure a clean and crisp reproduction of the SC SBDC mark.

If you don’t use the black and white version or if you copy a logo repeatedly, the image could end up looking something like this.

11 Type of files:

The SC SBDC logos are available to each center in three types of files.

1) JPG 2) TIF 3) EPS

Each has file type has specific qualities that make them better for certain uses. The key to remember here is file size. The order of files below goes from lowest quality to highest quality.

1) JPG files are lower-quality files to be used for everyday, low-end means. This can include email signatures or small publications. JPG files are traditionally used for saving photographs and images with smooth tones/colors for publication while also preserving data space. They cannot be edited and saved repeatedly as each save causes the file to lose bits of data, thus reducing quality.

Keep in mind that JPGs look better the smaller they are. If you look at a JPG close up, you’ll notice the image gets fuzzier the closer you zoom in. This is known as pixilation. It’s best to keep JPG images small in physical size. If you need to use a large/clear image, a TIF is recommended.

JPG files are also web-based files meaning if the logo is going on a website it is generally saved to a JPG format. Web sites use JPGs rather than TIF or EPS files because the site needs to load quickly regardless of the internet speed of an individual’s computer. Smaller files = faster load speeds.

2) TIF files are higher quality files used for saving images that might need to appear larger than standard size. Large posters and higher quality marketing materials like brochures or magazine covers/pages would utilize this format. The key difference between TIF and JPG (aside from file quality) is that TIF files can be edited multiple times without losing quality. While a JPG discards additional data with each save, TIFs don’t, or at least not enough to matter. They maintain their clarity with each save.

3) EPS files are used for graphics rather than photos. When images are drawn or illustrated from scratch, they’re usually saved as this type of file originally before being converted to new formats like JPG or TIF. EPS files are best at editing original versions of images (such as our logo), are used almost exclusively by graphic designers and vendors for promotional products like pens, coffee mugs, banners, backpacks and the like as they are of the highest quality and will appear with no pixilation. EPS files can also be resized without losing quality and saved repeatedly with no loss to the file. They are, however, larger files, and should be avoided if a TIF or JPG can be used.

12 To recap:

 JPGs are small and should be used for smaller publications such as flyers, nametags and email signatures in addition to web use.  TIFs are larger files that can be edited more than once and should be used for higher quality publications like magazines, posters, brochures, etc.  EPSs are large, raw files that should be used only for promotional products, banners, embroidery or in use by a graphic designer where they have the software to use original art files.

These files should all be recognizable to anyone with graphics experience. If you have questions about which file you should use for a certain situation, check with the state marketing manager or consult someone in the design field experienced in these formats.

13 Color standards

Attention to color is critical to maintaining brand identity. We should strive to be as close to our colors as possible on a daily basis with materials produced in-house. We should also be particular about services with outside vendors. Be up front with vendors about the quality requirements pertaining to our colors and the use of our logo. Vendors often think you don’t really care and will create something close, but not quite accurate.

Our official SC SBDC colors are created using the CMYK format which stands for cyan, magenta, yellow and black respectively. Our colors are:

 Blue – 100, 77, 34, 21  Green = 85, 33, 100, 24

When using a program such as Adobe Illustrator, Photoshop, or InDesign, look for the color toolbar, select the drop-down menu, and select CMYK. Input numbers below correspond to letters. For example, to select the SC SBDC color blue, type:

 C = 100  M = 77  Y = 34  K = 21

To select the SC SBDC green, type:

 C = 85  M = 33  Y = 100  K = 24

Always create our colors in CMYK format when possible. It is easier to convert these colors to another format (such as for web use) than vice versa. Consult with a graphic designer for expert assistance.

If for some reason a vendor or artist cannot use CMYK colors, the closest Pantone colors are 357 at 90% for the green and 296C at 84% for the blue.

There are other complimentary colors for use in brochures, posters and other materials forthcoming, but SC SBDC blue and green will always be most important.

14 Say what you do. Do what you say.

“Customers must recognize that you stand for something.” ~Howard Schultz, Starbucks

At the present, the SC SBDC does not enjoy high brand recognition. This will be changing over the next few years. Before moving forward, it is necessary to consider the brand personality of South Carolina Small Business Development Centers. Brand personality profiles guide future messaging platforms.

Below are the qualities we hope form people’s perception of SC SBDC consultants.

1) Knowledgeable 2) Professional 3) Experienced 4) Trustworthy 5) Committed 6) Helpful 7) Dependable 8) Approachable 9) Friendly

As an organization we hope the network shall be viewed as:

1) A valued community resource. 2) Contributing to the economy on a local, statewide and national level by helping grow successful businesses. 3) A place where every person and every idea is respected. 4) A network where potential can be developed and dreams can be realized. 5) A small business brain trust with experienced, knowledgeable consultants. 6) Highly quality service at a bargain. 7) A trustworthy place where ideas and personal information are confidential and protected. 8) The gateway and proven provider of small business assistance driving entrepreneurial growth and success.

The messaging we use to define our network will set the standard for how others define us. The information we provide on our website and all our collateral materials will be replicated by reporters and others in the media. Our distinctive voice must be friendly, but also direct.

Since South Carolina Small Business Development Centers is too long to put into a polished logo it is up to each of us to define the acronym. One way to do this is by using 15 a tagline. This slogan/tagline is featured in the heading of the state office’s website. It will be on our letterhead and envelopes and will be included in most places that provide opportunity to define our brand.

The new slogan is simple, direct and explanatory.

Slogan: We’re big on small business.

This slogan has been service marked with the state of South Carolina. Artwork of this service mark is available now on the staff of the www.SCSBDC.com. It may be used anywhere, but is most effective when used in direct relation to the SC SBDC logo. This tagline is long-term and will be our catch phrase for years to come. It is short enough to work in numerous places. It is easily reiterated for interviews.

Along the same line, but not as permanent as the slogan, is the messaging of our marketing campaign. While a marketing campaign also defines our network, it is one that will be replaced within a year or two with a fresh angle. This allows us flexibility in messaging.

This current particular campaign is an aspirational call to action. We are in a service industry. People come to us for help. Assistance and optimism are our products, therefore our campaign theme is:

We can help.

This is included with a variety of call to action copy options.

Ask us. We can help. (Can be used for all programs, as well as promo materials.) Contact us. We can help. (All programs) Dream big. We can help. (Startups) Need a plan? We can help. Looking for financing options? We can help.

These may be used interchangeably where deemed appropriate. The marketing campaign can be used for websites, promotional materials, advertising and a variety of collateral materials. To see how the logo, slogan and marketing campaign work together study the front page of www.SCSBDC.com.

16 Language

“Vigorous writing is concise.” ~William Strunk, Jr., author of Strunk & White

Remember to keep communications simple and to the point. Use short, direct sentences. General language rather than industry jargon and acronyms will reach more consumers. Please note that all journalists in the state write to a middle school reading level, the average reading level in South Carolina.

When writing for publication try to adhere to The Associated Press Stylebook. AP style is used for media releases, most magazine articles, newspaper articles, websites and myriad marketing and publicity materials. For this reason, the SC SBDC will be adhering to AP style for our communications from the state office.

No one can be expected to know AP style. Journalists spend their lives learning this style and still they keep a copy handy to look up proper use of words, punctuation and other parts of speech. It is a reference guide like a dictionary or thesaurus. Refer to the Stylebook when necessary, particularly the section marked Business Guidelines. This section addresses everything from earnings reports to currency conversions. Anyone asked to contribute an article to a business journal or newspaper or writing a media release or even a blog should try to adhere to AP style.

17 Your electronic calling card

Email signatures:

While complete uniformity of email signatures across the network is not possible, there are some basics that will make our network appear more cohesive. The email below is an example of a basic email signature.

Janna McMahan Marketing & Professional Training Manager South Carolina Small Business Development Centers Moore School of Business University of South Carolina 1705 College Street Columbia, South Carolina 29208 803-777-0440 www.facebook.com/SCSBDC www.SCSBDC.com

Adhereing to a few basic guidelines will lend our network a more polished look.

1) Use the color signature file provided. Do not use the black and white version, nor the version that has an attribution line. 2) Use a 12 point font. This size is easiest to read. 3) Use a san serif font such as Calibri or Arial. Serif fonts are fussy and not in keeping with our more contemporary, clean approach. 4) Do not use italics or bold or colors. 5) Do not add unnecessary logos or symbols. 6) Adding the name of your host university to your mailing address may be desired. Reference to the school can read:  Hosted locally by: Name of university  or In partnership with: Name of university. 7) You may wish to add your educational credentials or professional accreditations to your email signature. Please be conservative. Select only the most important. Do not add anything not directly related to how you can best serve clients.

18 8) Brevity is important. As with our business cards, there is no need to spell out the words phone, fax and email when P:, F: and the email address alone will suffice. You may add a fax number is you feel it is necessary. Street addresses are better than P.O. boxes since package delivery services require a street address. 9) Feel free to use the state Facebook connection. 10)Many people include the network performance statistics in email signatures. This serves a purpose and may be included if it is done in a tasteful manner. Think in terms of the volume of information in your email signature. Including your website address is often more helpful to the recipient than our stats. (Each website should feature the network’s stats in a prominent place.)

19 Your website is your virtual storefront

“Think about your brand becoming a portal of information and value to your customers.” ~David Placek, Lexicon Branding

Websites have become the primary marketing tool of today. The look, content and general feel of your website sets the standard for how people perceive not only your center, but the network in general. The online presence of each center speaks volumes about that center’s ability to give advice on online marketing. There are a few aspects to design and messaging that all center’s should consider.

1) Use the new SC SBDC logo prominently. It must be positioned in such a way as to leave no doubt as to the ownership of the website/center. 2) Place the SC SBDC mark against a white background. Try not to float it against a color background. 3) Spell out South Carolina Small Business Development Centers or the complete name of your center in a prominent place at the top of your website. 4) Use the slogan where appropriate. Artwork is available on the staff site of the state website. An example of this is on the heading of state’s website.

5) Use the marketing campaign messaging where appropriate. 6) In a very visible location list all the counties your center serves. This is one of the most important bits of information your website should relay. 7) Use a san serif type such as Arial. It reads nicely and has a modern flare that works with our logo. 8) Sites hosted by universities may allow exceptions to compliance with design guidelines such as color and their mark location. Ask if this is the case. Often a simple ask will allow more freedom, particularly when the universities understand the requirements of the overall rebranding of the SC SBDC. 9) Use good quality photos. Populate your site! People like to see other people they can relate to. They like to read success stories. Photography is a key element to making your website appealing. Be careful not to use poor quality snapshots. Inferior photography lends a homegrown, less polished look. 10)Revisit your website periodically to refresh content and to check that all links connect. 11)Add the network performance statistics in a prominent place.

20 Most of these guidelines are basic to the promotion of the SC SBDC brand and in service to our clients. Consistency of appearance and language is a goal that every center should consider. Each center should strive to have consumers immediately recognize their website as part of the statewide network. It can be confusing to visitors to think they are visiting an SC SBDC site and find it branded as a university site. This will become increasingly so as the public begins to recognize the new brand.

There are, however, instances where host universities have requirements and guidelines that must be followed. Under those circumstances it is important to simply do the best job possible of balancing the needs of the SC SBDC, the local center and the host university. While host universities certainly deserve to be identified and given prominence on sites they host and/or sponsor, we must do our best to maintain ownership of our centers and our brand.

21 Social networking: friends, fans, connections and circles

“If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” ~Guy Kawasaki, Chief Evangelist, Apple

Our first statewide foray into inbound marketing is the state office’s Facebook presence. All centers are encouraged to use www.Facebook.com/SCSBDC to post events and information beneficial to our audience. The state office is happy to post information for centers where links are not yet rebranded. Posts must adhere to basic standards.

1) Never write in first person. 2) Write short. Try to keep entries to four lines max. 3) Never post with anything other than the appropriate SC SBDC branding. 4) When possible, add a thumbnail. 5) Always check to make sure links work. 6) Make sure information is timely. 7) Content matters! Make sure information is interesting to the SC SBDC audience and focused on the products and services of our centers. 8) Never post personal information. 9) Never post politically sensitive materials.

While individual centers are not discouraged from having their own Facebook presence, the reality of posting daily information over an extended period can be a burden. Having the entire network contribute to the statewide page strengthens the offerings and avoids diluting reach.

If a center creates a Facebook page it should be branded appropriately. Once named, a page name cannot be changed. However, it is easy to delete a page and start over. Converting current users to the new page is easily accomplished by merely reposting the new page address on the old page and nothing else. Unfortunately, there will be some natural attrition in this process, but these are not usually active users.

For consistency, each Facebook page for a single center should reflect the statewide network followed by the name of the center. For a region the page name should reflect the network, then the region.

SCSBDC Greenville Area (note closed acronyms) SCSBDC Clemson Region (note closed acronyms)

By using SCSBDC before the center or region Facebook will recognize the association and organize drop-down options in a logical manner beneficial to our network. Never use lowercase letters when naming a page. That is inconsistent with our brand and confusing to the consumer. Facebook is an ever-evolving process. Patience and attention to detail are important.

22 The network also has a Twitter account—SCSBDC. This account is tied directly to the state’s Facebook page and automatically posts up anything that is on the Facebook page. Because Twitter posts only 140 characters per post, it is important to keep entries on Facebook to 140 characters or below. This will allow all copy to easily translate to Twitter. Long, drawn-out copy will be cut off on Twitter and the message may be lost. Writing short is much harder than writing long. Try copy a few different ways before committing. If you make a mistake, simply delete the entry and start over. Social media is very forgiving.

Odds, ends and upcoming concerns

Paper:

Letterhead, envelopes, business cards, posters, flyers, banners and all other marketing materials should all be on bright white paper or background. Our logo always looks best against white. White was also selected because of continuity. It will be easier for everyone to find white than to try to match a shade of ivory or cream.

When having business cards printed use heavy stock. The state office’s cards are on 15 point card stock. Flimsy, thin cards allow color to bleed through. When selecting letterhead, use at least 24 lb. paper.

Typography:

Select san serif fonts. Calibri or Arial (preferred) are both good choices. Most everyone using Microsoft products has these fonts. These contemporary fonts are very readable and hold their shape when bolded. When creating flyers, brochures and other promotional materials keep fonts to a minimum. Good design needn’t be fussy or overdone. You can create interest and variety easily by using differing font sizes or by the use of bolding or color.

Signage:

Individualized door plates have been made available to each consultant. When a new employee comes on board they must make an official request to the marketing manager via email stating the exact name and title they require for their door plate. The SBA requires that all centers have the SBA logo displayed. Each door plate will include the SBA logo, thus meeting this requirement.

Promotional products and other branding opportunities:

23 Promotional products must be approved by the state marketing manager before they are produced. This includes garments, mugs, pens, pencils, stickers, mouse pads, banners, tabletop displays, signage or any other public display of the SC SBDC visual identity, slogan or marketing campaign.

Answering machine/telephone greetings:

When recording greetings for answering machines, refer to each center by name and location. An example is:

Hello. You have reached the Myrtle Beach Area SBDC located at Coastal Carolina University.

If the recorded greeting is for a region center then message could sound like the following (about 20 seconds):

Hello. You have reached the Clemson Area SBDC. This is also the lead center for the Clemson University Region of the South Carolina SBDC which serves Anderson, Oconee, Pickens, Greenville, Greenwood, Laurens, Abbeville, Edgefield, McCormick, Saluda and Spartanburg counties.

If the greeting is for a specific consultant they may say:

Hello. You have reached Pat Cameron, business consultant with the Hilton Head Area SBDC.

Staff Site:

A section of the state’s website has been dedicated to the easy access of information, templates and downloadable files for our network. The staff site on www.SCSBDC.com is accessible only by staff. When new materials are added or the password is changed, the network will be notified via email.

Login: SC SBDC Password: smallbusiness

The staff site now holds useful materials that include:

Internal Directory

SC SBDC Centers (Counties Served)

SC SBDC Center Locations Map (Double-Sided)

SC SBDC Strategic Plan Overview (Double-Sided)

24 Boilerplate Statement

SC SBDC Style Guide

Photography/Story Release Form

State Logo/Slogan Files

SC SBDC Template Powerpoint

Start a New Business Workshop Powerpoint

Marketing/PR/Creative Services List

Other considerations:

Each staff member from administrative assistant to business consultant is our brand ambassador. Take pride in our new mark and know that brand identity is essential to success in the marketplace of ideas. Steady branding strengthens the impact of all messaging, paves the way for new client relationships and makes us a team.

Rebranding is a lengthy and involved process and often has to be approached through trial and error. For assistance in interpreting the new brand and messaging platform contact Janna McMahan @ [email protected] or 803-777-0440.

And as Bartles & Jaymes used to say, “Thank you for your support!”