“i see you, i know you” boosting a brand through visual...
TRANSCRIPT
“I See You, I Know You”Boosting a Brand Through Visual Identity
Director of Marketing at E-Tabs
Studied marketing
But… this journey began in sales loves marketing
A bit about me
Conor
Importance of visual identityWhat should it do?
Awareness
Differentiation
Loyalty
A bit about E-Tabs
Data visualization & reporting software and services for market research
Long and proud history
Won many industry awards and accolades
For this rebrand we used the London-based design agency Maven
Name is misleading
In need of freshening up. Look again!
No indication of who we are or what we do
Moving in a new direction
Lacking personality and engagement
Why rebrand? The problems
Change legacy brand perception
Reposition the brand
Boost engagement
The visual rebrand objectives
(AWARENESS)
(DIFFERENTIATION)
(LOYALTY)
What did we do?The logo
What did we do?A recognisable device
What did we do?Colours and Textures
What did we do?Brand Pillars
knowledge speed
simplicity flexibility
What did we do?Brand Pillars
knowledge
What did we do?Brand Pillars
speed
What did we do?Brand Pillars
simplicity
What did we do?Brand Pillars
flexibility
What did we do?Brand Pillars
What did we achieve?Legacy brand perception
AWARENESSLess, “we don’t need tabs”
Refreshed the brand
Increased lead generation at conferences
Existing database leads looking again
Best exhibitor awards
What did we achieve?Reposition the brand
DIFFERENTIATIONNow strongly positioned as visualization
Set apart through our brand pillars
Visually unique
Strong brand personality
What did we achieve?Boost engagement
LOYALTYPeople want to interact with our brand
Elicits emotion – fun, happiness, love
Customers covet, use and keep our merchandise
Recognition for appealing exhibit spaces
“I would love one of those sweatshirts. They are really cute.”
“These are wonderful! I am very excited to be the lucky winner.”
“I returned from vacation to find my extremely cool Data Owl sweatshirt waiting for me - many thanks, love it!”
“You have no idea how excited I am!!”
“As far as I am concerned, there is no better outfit for a casual Friday.”
My visual identity strategy commandments
Be MEMORABLE
Be UNIQUE
Be LIKEABLE
(AWARENESS)
(DIFFERENTIATION)
(LOYALTY)
Questions to ask yourself
What does my visual identity communicate?
Does it stand out?
Will it have an immediate impact?
What do people think/feel when they see my brand?
What do I want people to think/feel?
Does my visual identity have personality?
THANK YOU.