Post on 14-Jul-2015
UnderlineEight
Let’s get the party started.
2
But before we start - please, set this presentation to
fullscreen.
UnderlineEight
And trying to make it equal.
A lot of people thinks that everyone sees the same. But of course it’s not true. You may have a great idea, but if you are showing it
poorly, nobody will understand what you want to say.
It’s important to see the difference.
5
UnderlineEight
Identity Image
9
Who the fuck am I? - the brand said.
Who the fuck this brand is? - the client said.
UnderlineEight
Identity
Who the fuck this brand is? - the client said.
Image
10
Who the fuck am I? - the brand said.
Brand’s point of view Audience’s point of view
UnderlineEight
Is it possible to make it equal?
The relation in which these two parameters are equal is a dream for marketers.
Of course for those smart ones who know what their brand want to say.
image = identity
12
?
UnderlineEight
I don’t know. But I know how get closer to this
dream. Actually it’s the topic of this presentation.
14
UnderlineEight
Identity Image
17
Who the fuck am I? - the brand said.
Communication
Brand’s point of view
Who the fuck this brand is? - the client said.
Audience’s point of view
UnderlineEight
The main mistake of many brands is to think, that their communication ends with writing few sentences about the brand
and its mission on the website.
Sorry. Its not enough.
Don’t believe in words. Believe in acts.
20
UnderlineEight 23
Lightyear wants to be known for his bravery and courage. He
believes that his special powers will help him save the world.
Buzz Lightyear
UnderlineEight 26
He can’t fly. He’s laser weapon occurs to be just a light.
And yes. He can breath with open ’helmet’.
It’s just a toy :(
UnderlineEight
You know the truth about Buzz…
…because he only talks about his special features. He doesn’t have them in reality. Other toys are laughing at him.
It’s the same with brands. If you want people to respect your brand you need to act. Not only talk.
My advice - show the brand’s idea in every fuckin possible place.
27
UnderlineEight 29
Brand Idea
Corporate identity
Topic
Personality
Behaviour
Enviroment
Acts
Products
UnderlineEight
How your stores and headquarter looks like.
For example when you are producing Scandinavian interior design products, your HQ need to be decorated in this style.
When you are producing sport goods it nice to have a basketball court in the backyard.
Enviroment
It’s the main idea for the brand. You need to define what you want to say, how you want to be remembered. What image of your brand do you want to built.
So yes it’s a brand identity.
Brand idea
You can call it even a key visual. Here you will find all visible things like logo, colors, fonts and so on.
You are defining how your brand looks like.
Corporate identityWhat is the topic that you are in?
For example Dove is interested in discovering the real beauty in every woman. KitKat is about taking a break. TicTac = freshness.
Find something for yourself.
Topic
30
Be careful with words which you are using. You could be very emotional or very calm. You could shouting, swearing or whispering, be expansive or write briefly.
Style is crucial.
PersonalityHow people from your organization behave.
I know one brand where employees have a break between 12am and 1pm to ride their bikes. It proves that they are really interested in cycling. Why? Because they are bikers.
BehaviourWhat activities do you undertaking?
Here you will define all stuff related with promoting your brand. Touch points, campaigns…
Acts
It’s the most obvious.
Features of products define you. Just look at cars. Porsche cars tells a lot about the brand. Compare it to Volvo. You see difference.
Products
UnderlineEight
Identity Image
32
Who the fuck am I? - the brand said.
Brand’s point of view
Personality
Behavior
Acts
Products
Environment
CI
Topic
Who the fuck this brand is? - the clinet said.
Audience’s point of view
UnderlineEight
I just can not tell you.
Follow me for next presentations
See u soon.
Who am i?
UnderlineEight@gmail.com
36