Top drawer - Get branding right first time
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Transcript of 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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An Introduction To Me
Benjamin Morel Project Manager and Digital Marketing Consultant
@BenjaminMorel
Linkedin.com/in/benmorel
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
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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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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”
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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
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11 Brand image is contextual
If the conversation isn’t in the context
you want, change the context
Brand image is contextual
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12 Brand image is contextual
Example: Porsche
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13 Brand image is contextual
Example: Porsche
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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
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16 Brand image is contextual
Brand image changes
Brand image vs. brand identity
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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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Myth:
My product defines my brand
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20 My product defines my brand
Example: Red Bull
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Reality:
Great brands are defined by a vision
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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
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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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What does all this mean?
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29 What does all this mean?
Listen to what customers want and
need
Customers define brand image
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30 What does all this mean?
Make your owned media awesome
Brand image is contextual
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31 What does all this mean?
Put discussions in the context that
best suits you
Brand image is contextual
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32 What does all this mean?
Remember that every communication and every action
reflects your brand identity
Brand image is not identity
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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