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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
Broadcast Brand CORPORATION MARKETER CONSUMER
MARKETING APPROACH Company focus (broadcast) ● Economic Transactional, marketing, short term, but tangible results ● Identity Behaviour, corporate ID, build reputation, recognition, vision values mission
Dyadic Brand BRAND CONSUMER
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
Triadic Brand BRAND CONSUMER CONSUMER
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.
1. INTERNAL ELEMENTS Organisational Identity Corporate Identity mission vision culture BRAND Perceived image Reputation loyalty, promoters 2. EXTERNAL 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
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!