REVAMPING YOUR BRAND IN AN EVOLVING DIGITAL WORLD
Jul 03, 2015
REVAMPING YOUR BRAND IN AN EVOLVING
DIGITAL WORLD
Nate Denton @NateOneNorth
1 What Brand Means
2 Achieving Brand Clarity
3 Why Digital Matters
HOW DO YOU SEE BRAND?
WHAT IS YOUR BRAND?
THE SUM TOTAL OF YOUR CUSTOMERS EXPERIENCES
Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product
BRAND IMAGE
HOW HAS DIGITAL CHANGED THINGS?
A One-Way Broadcast
A Two-Way Conversation
A ?-Way Conversation
As consumers are becoming increasingly influential, businesses are becoming less
powerful. This means that you need to focus more on understanding, engaging and staying relevant to consumers, and
less on trying to regiment or control them.
3 BRAND PILLARS
1 Authenticity
2 Delivery
3 Consistency
Authenticity
Discovering the consistent truths within an organization’s brand.
Authenticity
Without it, you never earn the trust of your consumers, and the other 2 pillars become irrelevant. Your opportunity is lost.
“I’m glad to report that all beaches are open for everyone to enjoy!” BP representative Iris Cross says in a TV spot over an upbeat soundtrack. “And the economy is showing progress, with many areas on the Gulf Coast having their best tourism season in years.”
“They talk about areas being all open. There are areas that are still closed,” said shrimp fisherman A.C. Cooper. He goes on to list some of the bays and fishing spots that the state of Louisiana still has closed. “It’s bogus, it’s not the truth.”
“Since the accident happened April 20…BP shares have fallen nearly 40%, wiping out nearly $70B in shareholder
value. Before the accident, the company had a market capitalization of nearly $183B. Now it’s just below $115B.”
- money.cnn.com
Delivery
The vessels and touchpoints an organization uses to communicate its brand.
Delivery
Without it, you are invisible. The consumer has no awareness.
Consistency
Ensuring that your brand doesn’t deviate throughout the delivery process.
Consistency
Without it, you don’t condition the consumer to understand your brand or gain traction with it over time. The consumer is confused.
Mossimo Vignelli of Unimark International - 1970
1 Authenticity
2 Delivery
3 Consistency +
Brand Clarity
HOW DO YOU APPLY THIS IN A DIGITAL WORLD?
THINK DIGITAL FIRST UP FRONT
IMAGINE IF MOTHER NATURE TOOK THE SAME APPROACH…
A BIRD’S EYE LOOK AT OUR APPROACH
Purpose / Vision
Value Proposition
Differentiation
Platform
Audience Targets
Messaging
Content Strategy
Voice Touchpoints
Visual Brand
Purpose / Vision
Value Proposition
Differentiation
Platform
Audience Targets
Messaging
Content Strategy
Voice Touchpoints
Visual Brand
A Closer Look at Visuals
A Closer Look at Visuals
Logos 1
Colors 2
Fonts 3
Imagery 4
Logos
• SVG – Scalable Vector Graphics are an XML-based vector image format that allows for scalability, interactivity, and animation.
• Great for responsive design; retains clarity at all resolutions
• Ensures consistency in digital delivery
You Down With SVG?
JPG SVG
Colors
• Certain color considerations need to be made for on screen viewing and usability
• Think outside the Pantone • Not all monitors are created equal
50 Shades of Crap
Color One Color Two Color Three
Color Four
Color One Color Two Color Three
Color Four
Fonts
• Stop relying on your grandfather’s fonts • So many more great solutions today • Consider the graceful degradation • Think about character limits on wrapping
Can I Get a Web Font?
The Fox The Fox Garamond – 72px Georgia – 72px
Imagery
• Optimize for the web • Consider responsive performance and
scalability • Lots of channels requires lots of
considerations
99 Problems but a GIF Ain’t One
THE FUTURE OF DIGITAL BRANDING?
https://www.youtube.com/watch?v=yyMdrOGhBhI
Thank You!