top drawer - get branding right first time

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

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Get branding right first time

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Page 1: Top drawer  - Get branding right first time

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

Page 2: Top drawer  - Get branding right first time

2

An Introduction To Me

Benjamin Morel Project Manager and Digital Marketing Consultant

@BenjaminMorel

Linkedin.com/in/benmorel

[email protected]

Home & Top Drawer – Getting Your Brand Right First Time

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3

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

Page 4: Top drawer  - Get branding right first time

4

Myth:

Having a logo gives you a brand

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5

Reality:

Your customers define your

brand image

Page 6: Top drawer  - Get branding right first time

6 Brand image is defined by customers

Example: M&S

Even Helena Bonham-Carter can’t turn you into John Lewis

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7 Brand image is contextual

Listen to what they want and need

Customers define brand image

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8

Reality:

Brand image is contextual

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9 Brand image is contextual

Example: M&S website

“Critical Performance Issues”

“Usability issues”

“Product information”

“Navigation”

Page 10: Top drawer  - Get branding right first time

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

Page 11: Top drawer  - Get branding right first time

11 Brand image is contextual

If the conversation isn’t in the context

you want, change the context

Brand image is contextual

Page 12: Top drawer  - Get branding right first time

12 Brand image is contextual

Example: Porsche

Page 13: Top drawer  - Get branding right first time

13 Brand image is contextual

Example: Porsche

Page 14: Top drawer  - Get branding right first time

14 Brand image is contextual

Shifted conversation from drivers to the drive

Example: Porsche

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15

Myth:

Image and identity are the same

Page 16: Top drawer  - Get branding right first time

16 Brand image is contextual

Brand image changes

Brand image vs. brand identity

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17

Reality:

Brand identity is everything you do

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18 Brand identity is everything you do

Example: Red Bull

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19

Myth:

My product defines my brand

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20 My product defines my brand

Example: Red Bull

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21

Reality:

Great brands are defined by a vision

Page 22: Top drawer  - Get branding right first time

22 Great brands are defined by a vision

Example: Apple

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23 Great brands are defined by a vision

Example: Berghaus

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24 Great brands are defined by a vision

Example: Dollar shave club

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25 Brand image is contextual

People don’t connect with things.

People connect with people

Great brands are visions

Page 26: Top drawer  - Get branding right first time

26 Great brands are defined by a vision

“Why do we do it?”

Define your vision

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27 Brand image is contextual

Define your vision in your

strapline

Great brands are visions

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28

What does all this mean?

Page 29: Top drawer  - Get branding right first time

29 What does all this mean?

Listen to what customers want and

need

Customers define brand image

Page 30: Top drawer  - Get branding right first time

30 What does all this mean?

Make your owned media awesome

Brand image is contextual

Page 31: Top drawer  - Get branding right first time

31 What does all this mean?

Put discussions in the context that

best suits you

Brand image is contextual

Page 32: Top drawer  - Get branding right first time

32 What does all this mean?

Remember that every communication and every action

reflects your brand identity

Brand image is not identity

Page 33: Top drawer  - Get branding right first time

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