Whether your marketing team is small, big, or somewhere in-between the need for brand authenticity and integrity is at the center of all activities. One of the best ways to convey this story is by creating an emotional connection with visual content. This bond is formed when someone connects with a brand’s emotions, which are found within the narrative—the story that communicates “who” it is, what it means to your audience, and why they should care. Join this webinar with Dane Storrusten, Sr. Creative Director at the NFL and Founder/Design Principal at Gridiron Labs, to learn tools for finding your truth as a brand no matter how big or small.

1. 1
WHY BRAND AUTHENTICITY
AND VISUAL CONTENT
WINS HEARTS
DANE STORRUSTEN

2. 2
DANE
STORRUSTEN
CREATIVE DIRECTOR, NFL
FOUNDER/PRINCIPAL, GRIDIRON LABS
LOS ANGELES, CA

3. 3
BRAND AUTHENTICITY / PRINCIPLE
VOICE AND TONE / PROCESS
VISUAL STRATEGY / PRACTICE

4. 4
BRAND
AUTHENTICITY

5. 5
Your brand is either working for you or
against you. But it is always working.
-Jeremy Darlow

6. 6
CUSTOMERS CAN'T BUILD
YOUR BRAND FOR YOU.
BRAND
AUTHENTICITY

7. BRAND
AUTHENTICITY
7
MORALLY ALIGNED
UNIQUE & ORIGINAL
TRANSPARENT / ACCOUNTABLE
REFLECTIVE OF YOUR PEOPLE
1
2
3
4

8. 8
PERSONALITY,
VOICE & TONE

9. 9
HUMANIZE YOUR BRAND
KNOW YOUR ORIGIN STORY
KEEP IT SIMPLE!
1
2
3
PERSONALITY
VOICE & TONE

10. 10
MAKE IT
HUMAN
It's much easier to define
a person, because we
ARE people.
PERSONALITY
VOICE & TONE

11. 11
STRONG
CONFIDENT
AGGRESSIVE
CONSIDERATE
SIMPLE & DIRECT
CONSISTENT

12. 12
PERSONALITY
Your DNA, who you are at the core.
Consistent and never changes.
TONE
Emotional inflection in your voice that
adapts to the conversation.
IMAGES ©PORSCHE

13. 13
QUICK EASY PERSONALITY
EXERCISES THAT WON'T BREAK
THE BANK (OR YOUR BRAIN).
PERSONALITY
VOICE & TONE

14. 14
CHARACTER
AFFINITY
Fun way to align your brand with
real people and real personalities
that can later produce “traits".
MORE THIS
THAN THAT
Abstract, passive survey that
attempts to tease out gut reactions
and avoids over analysis.
POLARITY
SCALE
Inclusive way to survey your
stakeholders and find “standout"
attributes about your brand.

15. 15
VISUAL
STRATEGY

16. 16

17. 17
VISUAL
STRATEGY

18. 18
NIKE
PHOTOGRAPHY
EMOTIONAL
HUMAN
ALL IMAGES ©NIKE

19. 19
GOPRO
VIDEO
POV / FISHEYE
OUTDOORS
ALL IMAGES ©GOPRO

20. 20
VIBRANT COLOR
ISOMETRIC VIEWS
HAND DRAWN
TACO BELL
ALL IMAGES ©TACO BELL

21. 21
Small teams, big impacts
Experiment
Show your process!
Make content for your
influencers
Share unbaked ideas
UGC
PRACTICAL
APPROACH TO
VISUAL CONTENT
VISUAL
STRATEGY

22. 22

23. 23
Illustrator
@Ben_Avlis
ALL IMAGES/VIDEOS ©BEN AVLIS

24. 24
APP .COM D2C
OWNED &
OPERATED
CHANNELS
3RD PARTY
CHANNELS
VISUAL CONTENT CHANNELS

25. Don't have a team,
or even a person?
Promo Videos & Tutorials
Chant
Live Event Coverage
InShot
Storytelling
Canva Stories
Collaboration Tool
Slate Teams
Workflow & Services
Snapwire
Animated Stories
Mojo

26. 26
CASE STUDY
NFL NETWORK/DIGITAL
VISUAL
STRATEGY

27. Do we
standout?

28. A G I L E
RESPONSIVE
D I R E C T
CONNECTION
S T R I K I N G
COMPOSITION
U N C L U T T E R E D
READABILITY
S U R P R I S E
MOTION

31. The
Test?

32. 32
CASE STUDY
NFL FANTASY FOOTBALL
VISUAL
STRATEGY

36. 36
CASE STUDY
NFL TNF PROMOS
VISUAL
STRATEGY

40. 40
ENGAGEMENT
BRAND
INTEGRITY
Don’t chase vanity metrics
Volume doesn’t win
Quality over quantity
Create your own pace
Audience keeps you honest
VISUAL
STRATEGY

41. 41
Q+A