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!