Revisiting the Europeana Brand

Eleanor Kenny

25 September 2014, The Hague

What is brand?

Brand equity

Brand essence

It’s what people think of when they see

your brand identity

It’s what people think of when they see

your brand identity

Brand extension

Brand architecture

Getting it right = Getting back to basics

What are your values

&

what value do you offer ?

What’s the organisation trying to do?

What does the brand need to deliver for us?

Approach

Many audiences….

stakeholderpartner

end-user

paymaster

consumer

shareholder

politician

Focused brand, that unites range of elements

- Multiple descriptors and purposes for the brand

-Need for a defined tone of voice

Challenge

Need for idea to work across the social and commercial

-Positive social impact/ positive commercial impact

-Without compromising the cause

Challenge

Need for a new language to describe a new phenomenon

-How do we embrace a human and emotive tone of voice?

Challenge

Need to generate new pride, confidence and momentum as a thought leader

-5 years achieved

-Jumping to the next stage

Challenges

Many audiences….

stakeholderpartner

end-user

paymaster

consumer

shareholder

politician

Why?

How?

What?

What’s our why?

Share-All in one place

-Access to culture

-Distribution

-Connecting people

-Uniting people

-Explorer archetype

-Social cause

-Cultural focus

Create -Using culture

-Creative fuel

-Inspire creativity

-Catalyst for change

-Innovators/ developers

-Creator archetype

-Commercial benefit

-Technology focus

The two major roles of the Europeana brand

Towards an idea

Technolog

y

Culture

The intersection

What are we?

The Cultural Innovators

Europeana is an organisation that is passionate about cultural innovation. Sitting at the intersection of culture and technology, our aim is to open up Europe's creative and cultural wealth to as wide an audience as possible.

We believe culture transforms lives.

Our belief

- It builds communities and civilisations

- It drives commercial and social advancement

- It unites people through a common heritage

- It promotes understanding and enlightenment

- It enables personal growth and development

- It is a powerful tool / catalyst for change

We believe culture transforms lives

Cultural Innovators

We believe culture transforms livesBELIEF

VALUES

The Cultural InnovatorsWE ARE

PERSONALITY

Our framework

Harnessing technologyOpen, creative & shareable

Cultural authorityRobust & future-proof

RELIABLEUSABLE

IntelligentInspiring

Working collaborativelyFor mutual benefit

MUTUAL

Welcoming

http://pro.europeana.eu/web/guest/about/comms-tools/brand-guidelines

Europeana Divisions, teams & core products / services

Partnerships(Endorsement mark)Hero projects

Thank you

Eleanor Kenny