Welcome VELUX dealers, new and old alike!
If you've signed on to sell VELUX skylights and accessories, you're a unique and essential part of our worldwide family. As such, we want to make sure you're equipped with everything you need to make the most of your sales.
Of course, you know to complete a sale, your customer needs to trust the products they're about to buy and have full confidence that their needs will be met. That's why we've compiled the following six guidelines to help you convey a strong and consistent brand communication to reassure your customers and make the sale.
Step 1: Protect The Brand On Your Website
You have every right to use the VELUX brand on your website, however, you must never adopt essential VELUX design properties and treat them as part of your own company design. Instead, make sure your website keeps its own, unique style and character. Treat VELUX communication as a separate, distinguished element. Base this on the approved VELUX design guidelines, which brings us to...
Step 2: Use The VELUX Logo Correctly
The VELUX logo is a unique and fixed branding element consisting of white text on a red background with a registered trademark symbol. Because of this, the color, crop, or dimensions of the logo should never be changed. You can, in black and white media, use white text on a black background. To be sure no changes are made to the logo, always use an original VELUX logo file for reproduction.
Step 3: Watch Out For The VELUX Color Palette
Ultimately, your website is yours, so it must retain your company's unique color palette. Do not adopt the VELUX color palette into your website's overall design. As we said before, treat any VELUX communication as a separate, distinguishable element. Additionally, you may use original VELUX photo material to follow our products.
Step 4: Control Wording
Unlike the proverbial cheese, the VELUX name should never stand alone. It must be treated as an adjective with a descriptor: i.e., VELUX skylights, VELUX product, or the VELUX Group. Any accessories you refer to should be called "skylight products." When it comes to writing "VELUX," there are the Do's:
- Write it in all caps: "We love VELUX products."
- Follow it with a ® the first time it's mentioned: "When you buy VELUX® skylights..."
And the Don'ts:
- Write the VELUX name in lower-case letters: velux
- Surround the name with quotation marks: "velux"
- Use it without a descriptor: We love VELUX.
Step 5: Manage Your Online Marketing
To be on top of the online marketing game, you need to run an effective marketing effort with solid experience and advanced tools. That means now's the time to brush up on Search Engine Marketing (SEM), Search Engine Optimization (SEO), and social media marketing and promotion.
While you're managing your marketing that involves the VELUX trademark, make sure that it is only used when your marketing is directly related to original VELUX products or products compatible with VELUX skylights. In other words, the VELUX trademark can't be used to generate traffic to pages that promote non-compatible products as well as the products of competitors.
For more help managing your online marketing with regards to VELUX products, check out our guidelines for
Step 6: Handling The VELUX Trademark
It's a good idea to choose a unique brand name or trademark that makes your business stand out amongst your competitors. Your trademark should be something entirely different from that of VELUX because it is strictly forbidden for any dealer - VELUX or otherwise - to register rights to the VELUX trademark in any form. This prohibition includes:
- Trademark registration, incorporating trademarks that are registered by the VELUX Group.
- Registration of company names, incorporating trademarks that are registered by the VELUX Group, e.g. VELUX Dealer Ltd. or VELUX Gardinen GmbH.
- Registration of domains and email addresses, incorporating trademarks that are registered by the VELUX Group, e.g. www.velux-blinds.com, www.velux-bestprice.com, or www.blinds4velux.com.
As a general rule, don't use what is regarded as the intellectual property of the VELUX Group without seeking written permission to do so.
You can find the full version of our trademark guidelines for dealers here.
Now, we understand this can be a lot to compress. But as a VELUX dealer, you're an essential part of the VELUX family and we're here to help any way we can! If you have any questions regarding digital guidelines and the do's and don'ts of VELUX brand communication, reach out to your local VELUX representative. Or, click here for further literature regarding dealer sales and digital guidelines.
