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How To Use The DISH Brand For Beginners!

Let’s talk about branding! Branding is one of the major players in marketing, where the overall goal is for your company to establish a presence in the customer’s mind, through various outlets, like: websites, printed materials, messaging, and more.

This blog will help guide you on the Do’s and Don’ts when creating content for your DISH Premium website and show you compliant ways to display the DISH brand as a Local Authorized Retailer. We’ll give you advice on how your content should look, sound, and be displayed across various channels so you will be able to create content with confidence. Let’s get started!


What is Branding?

First, what exactly is a brand? A brand is the look, feel and character of a company. It helps businesses differentiate from each other in terms of their product and value in the mindset of customers. Simply stated, it is what customers think of when they hear your company, or brand name, both factual (they sell satellite TV) and emotional (they must care about the community because they give-back to charities). Nothing better than having a brand help you portray your company’s product, voice, and mission to the public.  

So, why is branding important? Brand standards protect the trademarked assets and imagery of the company while creating a uniformed message across all channels; creating visual consistency.

Unified logos, graphic elements, colors, typography and photography maximize a brand’s impact on millions of potential customers every day. But, what does that mean? Translation: When businesses use consistent messaging, imagery, and logos, customers will begin to recognize the brand. Even better: eventually customers will create thoughts, or have feelings about the brand, and relate those assets and emotions to a specific company. The goal is to create messaging that is so consistent, a customer knows the brand by it’s logo, tagline, product, or company colors (while having positive feelings towards the company)!

Lastly, who should use these brand standards? Anyone involved with DISH’s brand “outreach” should use these guidelines, whether it is company-wide or worldwide. This includes DISH employees, agencies, partners, retailers and members of the press.

All Local DISH Authorized Retailers also have to follow these brand standards when promoting DISH services on their websites. And promoting DISH services doesn’t have to be limited to just the website. There are various ways to communicate the brand to customers; everything from: Retail Stores, Broadcast, Out of home, Digital, Corporate, User Interface, Print and Fleet.

With all of these ways to market your business, HOW exactly do you communicate the brand on these various assets? Check out the guidelines below!


What are the Brand Standards for DISH?

DISH’s Brand standards highlight the different ways you can market DISH services in your content when promoting text, photos, logos and more. As mentioned earlier, the brand standards create a uniformed message so customers will recognize the company due to the consistency in the messaging and marketing. Below, you will find some quick and easy guidelines to follow in order to make sure your content is consistent with the DISH brand across all channels.


When displaying the DISH logo as an Authorized Retailer, we have to make sure we are using the correct  logo when speaking about specific products. For example, the DISH Roo Logo (left) is only intended for communication material related to the Hopper vs. the DISH Authorized Retailer Logo (right) may only be used for approved retailer marketing efforts.

                      Screen Shot 2016-01-20 at 12.30.30 PM                                    Screen Shot 2016-01-20 at 12.30.35 PM                         

After figuring out which logo to use, there are specific guidelines for the space, size, placement, and colors of the logo. And each logo’s guidelines will vary, so be sure to check the “DISH Brand Standards” to see which logo will be right for you and the correct way to utilize it on all marketing efforts.

Colors and Font:

Another way to help amplify branding on marketing materials is matching the font and colors to DISH’s various color schemes. Maximizing the brand and creating “visual consistency” helps make an impact on a potential customer. When a customer consistently runs into the same colors and font, in tandem with the consistent messaging and product, they will recognize these colors and messaging as DISH’s overall brand.

  • The primary color for DISH is red, it is a strong and vibrant color that should be used “liberally on all applications.”
  • The secondary colors are black, white, and gray, and “may also be used liberally to compliment the DISH Red.”
  • The Tertiary colors, or combination of colors, is DISH Yellow and “acceptable for limited use in sales, offers, and savings graphics . It may not exceed 20% coverage on any marketing execution.”
  • Lastly, the primary typeface for DISH is “Akzidenz-Grotesk, a crisp, modern sans serif font available in a variety of weights.”

DISH in Copy:

When speaking about DISH, there are certain ways we have to display the brand name, in order to market the brand correctly to customers. Let’s take the Apple iPhone as an example. iPhone is displayed with the “i” lowercase and an uppercase “p” in the word “phone” which is consisteBnt across all marketing, everywhere you see it. If you saw “iPhone” displayed as “Iphone” in marketing materials or commercials, you would probably know what it means… but the inconsistent look may cause a customer to question the legitimacy of the product and assume it’s a knockoff iPhone. And no one wants that, especially Apple.

It’s similar when marketing with DISH. There are certain ways to display or spell out the product name in order to create consistent messaging for customers.

  • The name “DISH” – it is important that the name, DISH, be used consistently in branding efforts. The full company name “DISH Network”, is no longer acceptable when referencing the brand.
  • Capitalization – The word “DISH” must always be set in all caps.
  • Trademark Use – If there is no DISH logo present, the first or most prominent mention of DISH has to have a registered trademark symbol after it, ®, within the text. Any mention of DISH after that does not require the registered mark.
    • If the logo is present, there is no need to include the registered trademark in the text.
  • Possessive Variations – Cannot use DISH in a possessive form when referring to the brand name, unless it is in print. Possessive form cannot be used when talking about products or services either.

Here are a few examples of “Unacceptable Variations” from the DISH Brand Standards when using the DISH brand in copy:

  • Using “Network” – You cannot use “Network” as part of the name brand.
    • Screen Shot 2016-01-20 at 12.30.17 PMExample: DISH Network, Get the best deals with the Network.
  • Alternate Names – Do not change or add to the brand name
    • Screen Shot 2016-01-20 at 12.30.17 PMExample: DishTV, The DISH
  • Transformation – Do not use the DISH brand name as a verb, noun or other parts of speech
    • Screen Shot 2016-01-20 at 12.30.17 PMExample: DISH up your TV!, Get DISHed!
    • Screen Shot 2016-01-20 at 12.30.22 PMException to the rule: DISH TV Service (This is okay when used as an adjective)
  • Repetition – Do not repeat the DISH brand name in text or graphics.
    • Screen Shot 2016-01-20 at 12.30.17 PMExample: DISH * DISH * DISH * DISH


Generally, the use of product images, like the images of a DISH Hopper or Joey, is strongly encouraged in all forms of marketing. Strive to use photos with the highest quality resolution. However, try to avoid images with busy backgrounds or using multiple shots of the same product. Instead, use one primary image to highlight the product that customers can focus on. Sometimes getting the right image can be tricky. Luckily, there are a variety of angles and views available for the Hopper and Joey products located in the DISH Brand Standards (page 38).


A Couple More Helpful Tips For Creating Content:

Here are a few more tips to keep in mind when you are creating content:

  • When it comes to updating your website content, make sure that it’s unique! It does you no good to plagiarize another person’s content (no matter how good it is). Search engines are smarter than ever and they always know when you’re trying to cheat the system anyway!  
  • Add some personality! People want to see who you are. Your online presence isn’t just about DISH, it’s also about your company. You can talk about your fantastic team, great customer experiences, local community involvement, or what makes your company stand out from the rest.
  • Don’t forget about keywords! This will help you with the Google Search Ranking. This is an entirely separate blog topic, because we could go on forever about keywords. But what I can offer you is this great blog by our friends over at Hubspot on Understanding Keywords to help you get started.
  • Keep it fresh! Look for trending topics on social media or subscribe to Feedly to receive news on topics you want: related to your industry or whatever you find interesting.   Use those for ideas when thinking of what to post  on your blog, social media accounts, or website. Relevant news articles, happenings in your area, and funny photos all add some spice to your website or social media.

Now that you understand the basics of branding, are you ready to start updating your website? If you feel like you need some more information, contact our Amplio Support Team at (888) 450 – 2374 from 8 AM to 5 PM PST.

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