top drawer - get branding right first time

Getting Your Brand Right First Time Benjamin Morel at Home & Top Drawer

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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

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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

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Myth:

Having a logo gives you a brand

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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

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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

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Myth:

Image and identity are the same

16 Brand image is contextual

Brand image changes

Brand image vs. brand identity

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Reality:

Brand identity is everything you do

18 Brand identity is everything you do

Example: Red Bull

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Myth:

My product defines my brand

20 My product defines my brand

Example: Red Bull

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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

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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