Download - Building a digital brand
Building a digital brand
#twbdigital
The definition of brand
A traditional definition (economic 4Ps)
“A name, term, sign, symbol or design or a combination of them which is intended to identify the goods or services of one seller or a group of sellers to differentiate them from those of competitors”
The American Marketing Association (AMA) 1960
A contemporary definition
“What it does, how it behaves and how it communicates to its customers and various audiences in all of its manifestations. Good brands want to connect with their customers on an emotional level so that they become loved and trusted.”
Mike Dempsey, quoted in Design Week January 2015
Brand models
MARKETER CONSUMER
Broadcast Brand
CORPORATION
MARKETING APPROACH
Company focus (broadcast)
● Economic Transactional, marketing, short
term, but tangible results
● Identity Behaviour, corporate ID, build reputation, recognition, vision values mission
BRAND CONSUMER
Dyadic Brand
HUMANISING THE BRAND
Receiver focus (value & equity in the consumer)
● Personality investment of emotional bond
prompting projected animism of the brand
● Relational Value in interplay and exchange encourage ‘consumer self’ expression to develop loyal promoters
BRAND
CONSUMER CONSUMER
Triadic Brand
ENJOYING A SOCIAL LIFE
Context focus (owned & marketed by consumer)
● Community retention, dialogue, built through
shared affinity: life, animism actualised, research
● Cultural broader target, develop associations to culture and emotion, increased individual & social impact.
Brand formation
2. EXTERNAL ELEMENTS
BRAND
Corporate Identity
Organisational Identity
mission vision culture
Perceived image Reputationloyalty, promoters
1. INTERNAL ELEMENTS
“A consumer perceives a brand’s equity as the value added to the functional product or service by associating it with the brand name” David Aaker 1993
How is brand equity built?Strong brand perception:
● Clarity of compelling purpose ● An ownable promise● Trust - delivering quality efficiently● Consistent Identity● Developing relationship - familiarity & values
How is brand equity compromised?Weak brand perception:
● Confused purpose● Broken promise● Lack of trust ● Inconsistent experience● Just another face in the crowd
= Association with poor quality
“Brand is not what you say it is. It’s what they say it is” Marty Neumeier
Establishing Guidelines
What is your experience of brand guidelines?
Impact of not addressing digital in brand expression
● A confused schizophrenic identity● A fractured broken appearance● Frustrated User Experience● Unprofessional - inefficient● Unrewarding
“When an organisation has a clear idea about itself, what its business is, what its priorities are, how it wants to conduct itself, how it wants to be perceived, its identity falls fairly easily in place” Wally Olins 1979
Advantages of a considered brand
● Efficient● Great for designers - defined approach● Creative & UX development● Management ● Delivery● Platform for creative expression
= Makes everything easier
Challenges of a community & culture focussed brand
“The field of brand management has come a long way from the assumptions of linear communication behind the earlier approaches to accepting the chaotic autonomous consumer
forces in this approach” Heding, Knudtzen & Bjerre 2009
Recognition - repeated message, consistency, coherent experience - once this is established you can start to flex a bit!
Thanks!