Branding in a Digital World

DATE:
23 FEBRUARY 2018
Brand Identity in a Digital World 
Presentation to Red & Yellow Creative School of Business

ABOUT 
US
© Shift Joe Public 2018

We are an
independent
brand design
consultancy
that serves clients
throughout Africa  
and Europe.

We develop brands that are
positioned distinctively,
appropriately, relevantly
& competitively in the
market.

SOUTH AFRICA

360°
Solution

This helps us determine where we are going,
what to create and why we are doing it,
both immediately and in the long term.
Strategy by  
design and design  
by strategy.

ABOUT 
ME

MIKE DOS SANTOS
STRATEGIC DIRECTOR
• B.A (Hons) Marketing Communication
• 13 years’ industry experience - across Creative
(Copywriting), Research, Brand Strategy,
Communication Strategy and Client Service
• Client experience: Anglo American, Brandhouse,
Visa, FNB, Liberty, Nestlé, 3M, GlaxoSmithKline,
Pfizer Consumer Healthcare, Absa, Nampak,
Media24, 3M, PPC, Ascendis Health, AB InBev,
Exxaro, Society for Family Health (SFH) and
South African Reserve Bank

ABOUT 
TODAY

Lessaboutme-
moreaboutYOU!
ABOUTTODAY

Let’smaketoday’ssession:
✓ Interactive
✓ Engaging
✓ Inspirational
✓ And, above all, FUN!
ABOUTTODAY

STRATEGIC 
CONTEXT

STRATEGICCONTEXT

Brandingina 
DigitalWorld 
 
Why a strong identity matters 
more today than ever before
STRATEGICCONTEXT

Let’sbreakthisdown...
STRATEGICCONTEXT

“The process involved in
building a unique image
and mental associations
(i.e. ‘positioning’) for a
product, service, person
or organisation in order
to differentiate it from
competitors - driven by
strategy and brought to
life through design and
consumer experience”
What is 
Branding?
“The process involved in
building a unique image
and mental associations
(i.e. ‘positioning’) for a
product, service, person
or organisation in order
to differentiate it from
competitors

What is 
Digital?
In this context:
“All online or internet-
accessible channels,
media, devices and/or
technologies - including
websites, mobile sites,
search engines, social
networks/media, apps,
online advertising and
digital signage”

What is 
Identity?
“The physical features,
values, beliefs, name/s,
nationality, personality,
expressions and other
characteristics or traits
that make up a person,
group or entity - helping
others to recognise or
‘identify’ it and, thus,
distinguish it from others”

Withthisinmind,why 
isastrongidentityso
importantforbrands 
intoday’sdigitalworld?
STRATEGICCONTEXT

“The day identity stops
being important, is the
day branding will cease
to be important.” 
 
 
  
Gordon Cook 
STRATEGICCONTEXT

STRATEGICCONTEXT
Identity  
has always been 
a vital part of 
brand strategy

Inthesimplestsense,a
strongidentityhelpsusto
recogniseandtellbrands
apartfromeachother
STRATEGICCONTEXT

Identityalsohelpstobring
abrand’sarchitectureto
life:verballyandvisually...
STRATEGICCONTEXT

Same 
Identity
Different 
Identity
Master Brand 
as Driver
Co-Drivers
Strong
Endorsement
Linked 
Name
Token
Endorsement
Shadow
Endorser
Not 
Connected
BRANDED HOUSE
(MONOLITHIC)
SUB-BRANDS ENDORSED BRANDS
HOUSE OF BRANDS 
(STANDALONE)
- HP DeskJet
- HP OfficeJet
- Dell Dimension
- Dell Vostro
(Disney)
(Toyota)
(Unilever) (Mars)
More Impact
More Simple
More Sharp
More United
More Precise
More Range
More Niche
More Autonomy
STRATEGICCONTEXT

STRATEGICCONTEXT
BUT...  
The importance of a strong, 
distinctive brand identity has, 
perhaps, never been greater 
than it is in today’s dynamic 
and increasingly complex 
marketplace and consumer 
landscape (and ‘brandscape’)

STRATEGICCONTEXT
On the one hand,
today’s consumers
have become much
more empowered
and, consequently,
more ‘active’ and
demanding than
consumers in 
years gone by...

STRATEGICCONTEXT
And, with the many options
available at their fingertips,
consumers are defining and
redefining their ‘identities’
online (both individually
and collectively)

STRATEGICCONTEXT
At the same time, competition
(often from new or unexpected
sources) continues to increase,
making branddistinctiveness 
a strategic necessity in a world of
commodiﬁcation and imitation...

Inotherwords...
STRATEGICCONTEXT

STRATEGICCONTEXT
With the never-ending
struggle to capture the
attention, interest and
loyalty of consumers in
today’s digital world - a
world characterised by
increasing interactivity,
choices and immediacy...

...it has now become more
important than ever before 
for brands to develop and
entrench a strong, relevant
and distinctive identity that
differentiates while building
immediaterecognition
STRATEGICCONTEXT

Justforfun,let’sseehow
manybrandsyoucan
recogniseinstantly...
STRATEGICCONTEXT

STRATEGICCONTEXT
?

BUT...There is so much more to brand 
identity than just visual identity 
or simply what meets the eye!
STRATEGICCONTEXT

Whatarethevarious
componentsofa 
brand’sidentity?
STRATEGICCONTEXT

ImagesLogoName
STRATEGICCONTEXT

Colours
STRATEGICCONTEXT

STRATEGICCONTEXTSTRATEGICCONTEXT
Pictorial 
signiﬁers

STRATEGICCONTEXTSTRATEGICCONTEXT

Typefaces
STRATEGICCONTEXT

STRATEGICCONTEXT
Photographic 
treatment 
andstyle

STRATEGICCONTEXT

Visual 
language
STRATEGICCONTEXT

Character
STRATEGICCONTEXT

Tagline
STRATEGICCONTEXT

Voices
STRATEGICCONTEXT

Audio 
mnemonics
STRATEGICCONTEXT

STRATEGICCONTEXT
And,beyondtheobvious,
anyexternaltranslationor
manifestationofabrand’s
underlyingstrategyand
‘promise’toconsumers...

...apromisemadetangiblethrough 
experience
STRATEGICCONTEXT

STRATEGICCONTEXT
The ﬁeld of psychology
proposes that identity
lies at the very core of
all human experience

STRATEGICCONTEXT
A strong and meaningful
brandidentity can thus
help to deliver a positive,
valuable brandexperience
to consumers who identify
with the brand and what it
stands for in the market

A strong and meaningful
brandidentity can thus
help to deliver a positive,
valuable brandexperience
to consumers who identify
with the brand and what it
stands for in the market
STRATEGICCONTEXT
STRATEGICCONTEXT
This is especially important
in the digitalage, where
the power of interactivity 
is helping to bring brands 
to life in new, exciting ways

STRATEGICCONTEXT
There has never been a 
greater need for building, 
entrenching and ‘owning’ 
astrong,strategically 
relevantbrandidentity

EXERCISES: 
STRONG BRANDS

EXERCISE1: 
 
Think of a brand (globally or locally) that you
would describe as having a very strong identity. 
Then, make a list of the top 3 things that, in 
your opinion, make its identity so strong.
EXERCISE:STRONGBRANDS

EXERCISE2: 
 
Considering the various brands that have been
highlighted, why would you say it is beneﬁcial
for those brands to have a strong identity in
today’s digital world? What are the beneﬁts?
EXERCISE:STRONGBRANDS

THE 4 KEY 
BENEFITS

Astrongbrandidentity:
1. Provides a source of distinctiveness
2. Offers a point of credibility
3. Enables consumer self-expression
4. Acts as a powerful unifying factor
© Shift Joe Public 2018© Shift Joe Public 2018
THE4KEYBENEFITS

STRATEGIC
BENEFIT#1: 
 
A strong identity
provides a source 
of distinctiveness

STRATEGICBENEFIT#1:DISTINCTIVENESS

✓ Primary means by which products or services are
distinguished in the eyes (and minds) of consumers
✓ Array of options available today (coupled with drive to
boost engagement) means that a distinctive identity is
critical to building brandequity - both ofﬂine and online
✓ Especially in categories where functionaldifferentiation,
on its own, is becoming increasingly difﬁcult to attain

For example:
BANKING FAST FOOD

Two iconic South African brands 
in these respective categories 
have excelled in terms of driving
differentiation through a strong 
identity (ofﬂine as well as online)...

For years, the banking industry in South Africa 
was dominated by the so-called ‘Big4’:

As a market challenger, 
Capitec has successfully 
stood out by translating 
its essence and promise 
of ‘simplicity’to every 
facet of the brand’s 
identity and expression

From its visual elements and revolutionary branch design...

...to the look, feel and experience of all digital touch-points

In fact, in a recent 
website redesign, 
the brand even got
children to test the 
new site and ensure 
it delivered on the
promise of simplicity!

And, Capitec’s recent YouTube
advertising campaign takes the
core idea of ‘simplicity’ to another
level - keeping the message short
and simple, while also making it
simple to ‘skip’ the adverts...

Nando’s has successfully leveraged a strong
brand identity to its beneﬁt - allowing the
brand to build on a longstanding reputation
for being morethanjustafastfoodchain, 
but also an entertainer and commentator 
on local and international affairs

Speciﬁcally, the brand has taken to
digitalchannels to enhance its
unique position in this regard...

Theresult?

A brand that is not only instantly distinguishable and
identiﬁable through consistent visual treatment applied
across all its various platforms (both ofﬂine and online)...

...but, also, its inimitably cheeky, quirky brand character
and persona: another example of a strong brand identity
and experience mirroring a brand’s strategic philosophy

And, as a testament to its consumer appeal, Nando’s
currently boasts one of the highest social media
followings (and engagement rates) among SA brands!

STRATEGIC
BENEFIT#2: 
 
A strong identity 
offers a point 
of credibility

STRATEGICBENEFIT#2:CREDIBILITY

✓ Identity helps convey trustworthiness in online channels
✓ Online is fast becoming consumers’ primary method for
researchingandpurchasing brands or products
✓ Judgements re. credibility are formedwithinseconds
✓ Therefore, ﬁrstimpressions are crucial!
✓ And, consistency breeds familiarity, which breeds trust...

A report by US ﬁrm
Masterful Marketing
notes that strong,
consistent digital
branding is able to
boost credibility by:

Making the brand appear 
more prominent and stable, 
as well as more professional

Building an 
emotional 
connection 
with consumers

And, communicating 
a commitment to 
deliver on promises 
and expectations

Consumersdon’ttrustbrandswithbadwebsites!

Lookingmorecloselyata
localbrandthathasleveraged
astrongidentitytobuildtrust,
bothofﬂineandonline...

Consistent, instantly recognisable visual style and tonality
have helped the brand to attain high differentiation and
emotive appeal in a primarily functional category

Across multiple channels, the brand projects a uniformly
characteristic air of authority and stability - establishing
itself as a ‘trustmark’ in the SA ﬁnancial services sector

Unsurprisingly, Allan Gray
emerged as the winner in 
the Investment Management
category of the most recent
Reader’s Digest ‘Most Trusted
Brands South Africa’ survey...

STRATEGIC
BENEFIT#3: 
 
enables consumer 
self-expression

STRATEGICBENEFIT#3:SELF-EXPRESSION

✓ Brands do more than convey corporateidentity
✓ They also have the potential to serve as tools for the
construction (and expression) of personalidentity
✓ Neuromarketing - medial prefrontal cortex of the brain
(responsible for governing self/identity) is responsive to
visual/verbal stimuli that resonate with the individual
✓ Thus, strong brands can act as ‘extensionsofself’ for
consumers who identify with them (i.e. image and values)
STRATEGICBENEFIT#2:CREDIBILITYSTRATEGICBENEFIT#3:SELF-EXPRESSION

In the digital world, 
where personalisation 
allows for individualised 
consumer experiences, 
a strong, strategically 
relevant identity is, 
therefore, critical!

For the youthmarket, 
characterised by higher 
brand consciousness 
and heavy digital media 
consumption, this is 
especially key - driving 
receptivity to brands 
associated with the 
need for individuality 
and self-expression...

...in other words, brands that fall into relevant archetypal
categories - including the Rebel, Explorer or Hero

Let’stakealookat 
aperfectexample 
ofsuchabrand...

Authentic, established 
brand identity and image 
(underpinned by strong, 
celebrated philosophy)

Taking its tagline to heart, Nike recently ‘just did it’ with a
conscious decision to move away from traditional advertising -
focusing more on digital marketing and social media instead

This includes the brand’s own social network, Nike+
(where runners can monitor performance, access
exclusive content and connect with each other)

Across its various 
platforms, Nike 
consistently stands
for (and celebrates) 
the core values of 
boldness and 
individual 
expression

As further proof of this, in 2016, the brand
launched NIKEiD: a service allowing users to
customise shoes purchased from Nike online

Following its 2016 launch in SA, the service has already gained
substantial traction with local consumers and inﬂuencers...

...and, further illustrating Nike’s
strength among the country’s
youth, the brand was named
‘Overall Coolest Brand’ (for the
third consecutive year) in the
2017 edition of Sunday Times
‘Generation Next’ survey

STRATEGIC
BENEFIT#4: 
 
acts as a powerful 
unifying factor

STRATEGICBENEFIT#4:COMMUNITY

✓ Identity provides unity (and community) in online world
✓ Digital supports afﬁliation and sharedidentiﬁcation
among individuals - separated geographically or socially
✓ At the same time, heightened B2C/C2Bconnectedness
✓ Strong digital identity has power to build (and maintain)
group identity through creation of ‘brandcommunities’
✓ Especially true for brands with a ‘cult-like’following

Let’sexamineonesuch 
brandthathassuccessfully 
leveragedastrongidentity 
(andphilosophy)inorder 
tobuildacommunity...

In 2017, for the seventh
consecutive year, Apple
was named ‘World’s 
Most Valuable Brand’ 
by the US business 
publication, Forbes

Incidentally, despite having several product-focused social
media proﬁles for its ﬂagship services (e.g. App Store, iTunes)...

...the brand itself 
has never had an 
ofﬁcial Facebook 
or Twitter account!

Given the brand’s
differentiated and
consistent identity, 
as well as innovative
products/services 
and exceptionally 
loyal fan base...

...Apple relies, instead, on supporters and inﬂuencers to drive
the conversation and reinforce the community’s values online

While this might 
seem a little risky, 
there are many who 
consider the brand to 
be the very pinnacle of
social media success...

CLOSING 
THOUGHTS

CLOSINGTHOUGHTS
In today’s increasingly
digitised marketplace, 
the link between brand
identity and brand strength
cannot be overemphasised...

CLOSINGTHOUGHTS
Larry Ackerman 
The Identity Circle
“Identity is cause; brand is 
effect. And the strength of 
the former inﬂuences the 
strength of the latter.”

ANY 
QUESTIONS?

Joe Public United Building
Nicol Main Office Park
2 Bruton Road
Bryanston
T +27 11 591-7770
E info@joepublic.co.za
Thank you

Branding in a Digital World

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