top drawer - get branding right first time
Post on 11-Nov-2014
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Getting Your Brand Right First Time Benjamin Morel at Home & Top Drawer
2
An Introduction To Me
Benjamin Morel Project Manager and Digital Marketing Consultant
@BenjaminMorel
Linkedin.com/in/benmorel
ben@obergine.com
Home & Top Drawer – Getting Your Brand Right First Time
3
An Introduction To Me
Obergine Creative Digital Agency
@Obergine
Linkedin.com/company/obergine
Slideshare.net/obergine
Obergine.com
Home & Top Drawer – Getting Your Brand Right First Time
4
Myth:
Having a logo gives you a brand
5
Reality:
Your customers define your
brand image
6 Brand image is defined by customers
Example: M&S
Even Helena Bonham-Carter can’t turn you into John Lewis
7 Brand image is contextual
Listen to what they want and need
Customers define brand image
8
Reality:
Brand image is contextual
9 Brand image is contextual
Example: M&S website
“Critical Performance Issues”
“Usability issues”
“Product information”
“Navigation”
10 Brand image is contextual
If a user’s mobile experience isn’t
near-perfect your brand image is
“We don’t care about mobile”
Brand image is contextual
11 Brand image is contextual
If the conversation isn’t in the context
you want, change the context
Brand image is contextual
12 Brand image is contextual
Example: Porsche
13 Brand image is contextual
Example: Porsche
14 Brand image is contextual
Shifted conversation from drivers to the drive
Example: Porsche
15
Myth:
Image and identity are the same
16 Brand image is contextual
Brand image changes
Brand image vs. brand identity
17
Reality:
Brand identity is everything you do
18 Brand identity is everything you do
Example: Red Bull
19
Myth:
My product defines my brand
20 My product defines my brand
Example: Red Bull
21
Reality:
Great brands are defined by a vision
22 Great brands are defined by a vision
Example: Apple
23 Great brands are defined by a vision
Example: Berghaus
24 Great brands are defined by a vision
Example: Dollar shave club
25 Brand image is contextual
People don’t connect with things.
People connect with people
Great brands are visions
26 Great brands are defined by a vision
“Why do we do it?”
Define your vision
27 Brand image is contextual
Define your vision in your
strapline
Great brands are visions
28
What does all this mean?
29 What does all this mean?
Listen to what customers want and
need
Customers define brand image
30 What does all this mean?
Make your owned media awesome
Brand image is contextual
31 What does all this mean?
Put discussions in the context that
best suits you
Brand image is contextual
32 What does all this mean?
Remember that every communication and every action
reflects your brand identity
Brand image is not identity
33 What does all this mean?
Your brand is a vision
Not a set of products; not a logo; not a colour palatte; not a tone of voice
People connect with people
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