Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
-
date post
13-Sep-2014 -
Category
Business
-
view
20 -
download
3
description
Transcript of Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
![Page 1: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/1.jpg)
Branding in the Digital World.
Stephen McGill, President & Creative Director
mcgillbuckley.com | @mcgillbuckley | [email protected]
Thinking beyond logos and colour palettes
![Page 2: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/2.jpg)
There is a great deal of talk about brands and branding these days.
Very few people know what the hell they are talking about.
![Page 3: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/3.jpg)
Far too many new brands start with a name and logo.
They should be starting with a strategy.
![Page 4: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/4.jpg)
Far too many brand re-development programs are superficial.
In the end all they manage to do is put a new shine on an old turd.
![Page 5: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/5.jpg)
81.2% of my presentation is about branding in general.
Context is critical I think.
In the spirit of full disclosure
![Page 6: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/6.jpg)
Perspectives on branding
What a brand is not
What a brand is What great brands do
How to build a brand
Profuse apologies
Branding in the digital world
My upcoming brand rant Opinions expressed here are my own
![Page 7: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/7.jpg)
Perspectives On branding
![Page 8: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/8.jpg)
The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
– Philip Kotler, Kellogg
![Page 9: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/9.jpg)
"Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.” – David Ogilvy, legendary Mad Man
![Page 10: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/10.jpg)
A strong brand is a business asset
$54 Billion $104 Billion $47 Billion
Forbes.com
![Page 11: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/11.jpg)
Strong brands can command a premium
![Page 12: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/12.jpg)
Strong brands can overcome a crisis
(Perhaps not two though)
![Page 13: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/13.jpg)
(simply)… What a Brand
is not
![Page 14: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/14.jpg)
A brand is not simply: A name
Names don’t define people. The same holds true for brands. But a name can come to mean something.
![Page 15: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/15.jpg)
What do these names mean?
• Nelson Mandela? • Martin Luther King?
• Rob Ford? • Daniel Alfredsson?
![Page 16: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/16.jpg)
And these names?
• Google? • WebFuel?
• General Motors? • TheCodeFactory?
![Page 17: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/17.jpg)
A brand is not simply: A logo
There are strong brands with weak logos. And there are lousy brands with award-winning logos.
![Page 18: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/18.jpg)
A brand is not simply: A logo
Like a name, a logo must come to mean something.
(PS: It is better to have a great logo)
![Page 19: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/19.jpg)
A brand is also not simply:
a colour palette
a product or service
a social media profile
a website
an ad campaign
a tagline
![Page 20: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/20.jpg)
A BRAND IS ALSO not simply:
What you say it is
![Page 21: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/21.jpg)
“Brands are built on what people are saying about you, not what you are saying about yourself.”
– Guy Kawasaki
![Page 22: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/22.jpg)
“Your brand is what people say about you when you’re not in the room.”
– Jeff Bezos, Amazon.com
![Page 23: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/23.jpg)
So, what the heck is a brand?
![Page 24: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/24.jpg)
In a perhaps misguided search for meaning, I decided to search for “brand definition” on Google?
No wonder so many people are confused.
I found 127,000,000 results.
![Page 25: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/25.jpg)
Our definition of a Brand:
A brand exists in the minds of its audiences. Quite simply, a brand is a collection of perceptions, feelings and experiences around a particular company, product, person, service or cause.
![Page 26: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/26.jpg)
Defining a brand involves:
• Being clear about what it is you do • Determining how you are different • Knowing why you matter to customers • Understanding the emotional connection
![Page 27: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/27.jpg)
Defining a brand is:
• Part art • Part science • A hair raising journey of discovery • Always more work than you think
![Page 28: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/28.jpg)
What Great Brands Do
![Page 29: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/29.jpg)
Are committed to being different.
Great Brands
Me too brands are brands without a future.
![Page 30: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/30.jpg)
“Be yourself; everyone else is already taken.” – Oscar Wilde
![Page 31: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/31.jpg)
Are willing to take a stand based on what they believe.
Great Brands
This helps build connections… and loyalty.
![Page 32: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/32.jpg)
"When you think of the blur of all the brands that are out there, the ones you believe in and the ones you remember,
like Chanel and Armani, are the ones that stand for something.
– Ralph Lauren
![Page 33: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/33.jpg)
Are committed to owning a distinct position in the marketplace and in the minds of consumers.
Great Brands
![Page 34: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/34.jpg)
driving machine The Ultimate
![Page 35: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/35.jpg)
Great Brands are driven by a vision
Great Brands
![Page 36: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/36.jpg)
“I want to put a ding
– Steve Jobs, Apple
in the universe.”
![Page 37: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/37.jpg)
Great Brands
Understand that experience drives
brand value.
![Page 38: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/38.jpg)
"We believed very early on that people's interaction with the
Starbucks experience was going to determine the success
of the brand.”
— Howard Schultz, Starbucks
Great Brands
![Page 39: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/39.jpg)
How to Build a Brand
(Here’s a hint: don’t start with the logo)
![Page 40: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/40.jpg)
What typically gets in the way
Poor support at the senior management
level
Superficial thinking: the
logo and tagline
syndrome
Company realities and brand vision do not match
Closed or dysfunctional
culture Resistance to change
Not making the hard
decisions
Not getting buy-in along
the way
An inward focused
point of view
Micro managing
the process
Not knowing
your audiences
Viewing branding as an expense
not an investment
![Page 41: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/41.jpg)
Understand that branding is a business process
Corporate Strategy
Brand Strategy
Branding Process
![Page 42: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/42.jpg)
Strategic branding process
You must have an explicit understanding of where a company or organization is now, where it wants to go and how it plans on getting there.
Be clear on the short and long-term business goals
1
![Page 43: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/43.jpg)
Strategic branding process
It is critical to get senior people involved and onside from the very beginning. Getting their input, support and buy-in is a must on your to-do list.
Understand who the key stakeholders are.
2
![Page 44: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/44.jpg)
Strategic branding process
Invite opinions from a cross section of people from different departments. These are the people who know the customers and help deliver the brand experience.
Involve a wide spectrum of stakeholders. 2a
![Page 45: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/45.jpg)
Strategic branding process
Make sure you know their wants and needs. Go beyond traditional segmenting to get inside their hearts and minds. Can your brand connect with them? Will your brand resonate with them?
Understand who your audiences really are.
3
![Page 46: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/46.jpg)
Strategic branding process
A brand vision forces you to know what you want the brand to be and do over the long-term. Make it simple enough for your customers and your people to get it, remember it and embrace it. It can often be the corporate vision
– unless that was written by a committee.
Develop your brand vision. 4
– unless that was written by a committee.
![Page 47: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/47.jpg)
Strategic branding process
“To make people happy.” – Walt Disney Corporation
Develop your brand vision. 4
![Page 48: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/48.jpg)
Strategic branding process
Any strong brand has to have at its core a promise that lets people know what to expect from the brand. It could be results achieved, an experience or acting in a certain way. It must be relevant to your target audiences. And it must never be broken.
Develop your brand promise. 5
![Page 49: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/49.jpg)
Strategic branding process
Bruyère Continuing Care is the champion of our aging population and those requiring continuing care.
- a McGill Buckley client
Develop your brand promise. 5
![Page 50: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/50.jpg)
Strategic branding process
Take a long hard look at where your brand “fits” from your customers or market perspective.
Develop your brand positioning. 6
What Is Your Brand For?
Who Is Your Brand For?
When Is Your Brand For?
Who Are Your
Competitors?
![Page 51: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/51.jpg)
Strategic branding process Develop your brand personality. 7
If your brand was a person, what kind of person would it be? Developing a brand personality helps to create a human side
to your brand and makes it easier for “people” to connect and identify.
Masculine or feminine?
Underdog or big dog?
Casual or formal?
Serious or humorous?
Plays by the rules or breaks
the rules?
City or country?
Traditional or contemporary?
![Page 52: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/52.jpg)
Strategic branding process Develop your brand messaging platform. 8
These are the words that help people understand who you are, what you do, how you are different and why you matter.
Key Messages Benefits Positioning Stories
![Page 53: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/53.jpg)
Strategic branding process
A thoughtful, coherent and consistent brand identity system allows a brand to a have an easily recognizable visual presence. It should be driven by all the work done to date.
Develop your brand identity system. 9
Logo Applications Name Standards
![Page 54: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/54.jpg)
Strategic branding process Design your ideal brand experiences. 10
How will you turn your brand vision and promise into brand-building customer experiences?
Think of how and where your customers come into contact with your brand?
![Page 55: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/55.jpg)
Strategic branding process
These are delivered at your brand touch points.
Design your ideal brand experiences. 10
What are all your brand
touch points?
What can you do to leverage
them?
Everyone plays a role in brand experience.
It should be constantly evolving.
“You cannot NOT have a user experience.” – Lou Carbone
![Page 56: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/56.jpg)
Which brings us to Digital Branding
![Page 57: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/57.jpg)
Digital marketing and an increasingly digital world has not changed what a brand is.
It has however radically changed how a brand is discovered, delivered, perceived and experienced.
![Page 58: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/58.jpg)
“With digital diversification getting bigger and with more channels appearing each quarter, brands are going to shift from "Should I be here?" to "What should I do now that I am here?" Success will be linked to how well the brand can differentiate itself and the levels of emotional engagement it can create.”
– Robert Passikov, Consumer Experience Guru
![Page 59: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/59.jpg)
What then is Digital branding?
• An environment? • A platform?
• A format? • A device?
(It is likely all these things with more to come) }
![Page 60: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/60.jpg)
• It is one of the many possible channels through which a brand can connect.
• It is an increasingly important touch point for brands.
• It can be a driver of customer perceptions and experiences.
• More than ever digital is the first encounter with your brand.
Our view on digital branding
![Page 61: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/61.jpg)
• Lead with business and brand strategy, leverage with technology.
• Be where your audiences are.
• Constantly look for insights.
• Engage, experiment, evolve.
• Beware of the digital disconnect.
Our approach to digital branding
![Page 62: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/62.jpg)
• How will we meet our business and brand objectives?
• How will we deliver on our brand promise?
• How will we reinforce our brand positioning?
• How can we deliver brand experiences?
• How can we deliver our brand personality?
A few digital branding questions:
![Page 63: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/63.jpg)
• Territorialism of different practitioners.
• An overabundance of self proclaimed experts.
• Too much focus on technology at the expense of strategy.
• An overinflated estimate of its value (perhaps).
• Too much emphasis on price as a benefit.
A few digital brand concerns:
![Page 64: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/64.jpg)
What excites us about digital branding: • An entirely new environment for building brands.
• Enhanced abilities to monitor brands.
• Direct connections with brand audiences.
![Page 65: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/65.jpg)
What about Canadian Brands?
![Page 66: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/66.jpg)
Top Canadian Brands Top Brands In Canada* Top Canadian Brands* Canada’s Most Influential Brands**
1. Disney 1. Tim Hortons (10) 1. Google
2. Lego 2. Westjet (16) 2. Facebook
3. Johnson & Johnson 3. McCain Foods (18) 3. Microsoft
4. Rolex 4. Canadian Tire (28) 4. Apple
5. Nestle 5. Jean Coutu (32) 5. Visa
*Source - canadianbusiness.com (scores are based on trust, admiration, respect, good feeling and overall esteem) ** Source – Iposos Reid Research
![Page 67: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/67.jpg)
Canadian brands we admire
![Page 68: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/68.jpg)
Let’s Pick A Great New Local Brand
• Great positioning – DIY
• Fun, friendly, quirky personality
• Delivers an engaging brand experience
• Great products (a matter of taste)
• Understands brand touch points
![Page 69: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/69.jpg)
Closing thoughts.
![Page 70: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/70.jpg)
• Be driven by business strategy and goals.
• Make sure you have an inspiring vision and a compelling promise.
• Be different and be clear.
• Don’t overlook the power of personality and experiences.
• Get yourself a really nice logo!
Want to develop your brand?
![Page 71: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/71.jpg)
” When you’re going through hell, keep going."
— Winston Churchill
![Page 72: Branding in the Digital World: Thinking Beyond Logos and Colour Palettes](https://reader033.fdocuments.net/reader033/viewer/2022051207/541377c37bef0a40598b8bf2/html5/thumbnails/72.jpg)
Thank you for your time. Any questions?