Revamping Your Brand for the Digital World
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The document discusses revamping brands in the evolving digital world. It emphasizes that brands must focus on authenticity, delivery, and consistency across all digital touchpoints to maintain brand clarity. Specifically, it recommends that brands think "digital first" and consider things like scalable vector logos, optimized colors for screens, web-friendly fonts, and performance-focused imagery. The future of digital branding, it suggests, requires strategic, multi-channel content that engages audiences across platforms.
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Revamping Your Brand for the Digital World
- 1. REVAMPING YOUR BRAND IN AN EVOLVING DIGITAL WORLD
- 3. 1 What Brand Means 2 Achieving Brand Clarity 3 Why Digital Matters
- 4. HOW DO YOU SEE BRAND?
- 7. WHAT IS YOUR BRAND?
- 9. THE SUM TOTAL OF YOUR CUSTOMERS EXPERIENCES
- 10. Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email YouTube AnnualReport Mascot Letterhead Television Logo People Events Tagline Offices Videos Website Brochure Twitter Spokesperson Television Logo People BRAND Events LinkedIn Imagery Product BusinessCards Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport IMAGE LinkedIn Imagery Product BusinessCards Radio Email Voice Photography YouTube AnnualReport Mascot Radio Involvement AdCampaign Colors Tagline Offices Mascot Letterhead Television Logo People Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn
- 11. HOW HAS DIGITAL CHANGED THINGS?
- 16. 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.
- 17. 3 BRAND PILLARS
- 18. 1 Authenticity 2 Delivery 3 Consistency
- 19. Authenticity Discovering the consistent truths within an organization’s brand.
- 20. Authenticity Without it, you never earn the trust of your consumers, and the other 2 pillars become irrelevant. Your opportunity is lost.
- 22. “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.”
- 23. “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.”
- 26. “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
- 27. Delivery The vessels and touchpoints an organization uses to communicate its brand.
- 28. Delivery Without it, you are invisible. The consumer has no awareness.
- 31. Consistency Ensuring that your brand doesn’t deviate throughout the delivery process.
- 32. Consistency Without it, you don’t condition the consumer to understand your brand or gain traction with it over time. The consumer is confused.
- 33. Mossimo Vignelli of Unimark International - 1970
- 40. 1 Authenticity 2 Delivery + 3 Consistency Brand Clarity
- 41. HOW DO YOU APPLY THIS IN A DIGITAL WORLD?
- 42. UP FRONT THINK DIGITAL FIRST
- 44. IMAGINE IF MOTHER NATURE TOOK THE SAME APPROACH…
- 48. A BIRD’S EYE LOOK AT OUR APPROACH
- 49. Purpose / Vision Value Proposition Differentiation Platform Audience Targets Content Strategy Messaging Visual Brand Touchpoints Voice
- 50. Purpose / Vision Value Proposition Differentiation Platform Audience Targets Content Strategy A Closer Look at Visuals Messaging Visual Brand Touchpoints Voice
- 51. 1 Logos 2 Colors 3 Fonts 4 Imagery A Closer Look at Visuals
- 52. Logos
- 53. You Down With SVG? • 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
- 54. JPG SVG
- 55. Colors
- 56. 50 Shades of Crap • Certain color considerations need to be made for on screen viewing and usability • Think outside the Pantone • Not all monitors are created equal
- 57. Color One Color Two Color Three Color Four
- 58. Color One Color Two Color Three Color Four
- 59. Fonts
- 60. Can I Get a Web Font? • Stop relying on your grandfather’s fonts • So many more great solutions today • Consider the graceful degradation • Think about character limits on wrapping
- 61. The Fox The Fox Garamond – 72px Georgia – 72px
- 62. Imagery
- 63. 99 Problems but a GIF Ain’t One • Optimize for the web • Consider responsive performance and scalability • Lots of channels requires lots of considerations
- 65. THE FUTURE OF DIGITAL BRANDING?
- 69. Thank You!