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REVAMPING 
YOUR BRAND IN 
AN EVOLVING 
DIGITAL WORLD
Nate Denton 
@NateOneNorth
1 What Brand Means 
2 Achieving Brand Clarity 
3 Why Digital Matters
HOW DO YOU SEE BRAND?
WHAT IS YOUR BRAND?
THE SUM TOTAL OF YOUR 
CUSTOMERS EXPERIENCES
Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events BusinessCards Ra...
HOW HAS DIGITAL 
CHANGED THINGS?
A One-Way Broadcast
A Two-Way Conversation
A ?-Way Conversation
As consumers are becoming increasingly 
influential, businesses are becoming less 
powerful. This means that you need to 
...
3 BRAND PILLARS
1 Authenticity 
2 Delivery 
3 Consistency
Authenticity 
Discovering the consistent truths within an 
organization’s brand.
Authenticity 
Without it, you never earn the trust of your 
consumers, and the other 2 pillars become 
irrelevant. 
Your o...
“I’m glad to report that all 
beaches are open for 
everyone to enjoy!” BP 
representative Iris Cross 
says in a TV spot o...
“They talk about areas 
being all open. There are 
areas that are still closed,” 
said shrimp fisherman A.C. 
Cooper. He g...
“Since the accident happened April 20…BP shares have 
fallen nearly 40%, wiping out nearly $70B in shareholder 
value. Bef...
Delivery 
The vessels and touchpoints an organization 
uses to communicate its brand.
Delivery 
Without it, you are invisible. 
The consumer has no awareness.
Consistency 
Ensuring that your brand doesn’t deviate 
throughout the delivery process.
Consistency 
Without it, you don’t condition the consumer 
to understand your brand or gain traction with 
it over time. 
...
Mossimo Vignelli of Unimark International - 1970
1 Authenticity 
2 Delivery 
+ 3 Consistency 
Brand Clarity
HOW DO YOU APPLY 
THIS IN A DIGITAL WORLD?
UP FRONT 
THINK DIGITAL FIRST
IMAGINE IF MOTHER 
NATURE TOOK THE 
SAME APPROACH…
A BIRD’S EYE LOOK 
AT OUR APPROACH
Purpose 
/ Vision 
Value 
Proposition 
Differentiation 
Platform 
Audience 
Targets 
Content 
Strategy 
Messaging 
Visual ...
Purpose 
/ Vision 
Value 
Proposition 
Differentiation 
Platform 
Audience 
Targets 
Content 
Strategy 
A Closer Look at V...
1 Logos 
2 Colors 
3 Fonts 
4 Imagery 
A Closer Look at Visuals
Logos
You Down With SVG? 
• SVG – Scalable Vector Graphics are an 
XML-based vector image format that allows 
for scalability, i...
JPG SVG
Colors
50 Shades of Crap 
• Certain color considerations need to be 
made for on screen viewing and usability 
• Think outside th...
Color One Color Two Color Three 
Color Four
Color One Color Two Color Three 
Color Four
Fonts
Can I Get a Web Font? 
• Stop relying on your grandfather’s fonts 
• So many more great solutions today 
• Consider the gr...
The Fox The Fox 
Garamond – 72px Georgia – 72px
Imagery
99 Problems but a GIF Ain’t One 
• Optimize for the web 
• Consider responsive performance and 
scalability 
• Lots of cha...
THE FUTURE OF 
DIGITAL BRANDING?
https://www.youtube.com/watch?v=yyMdrOGhBhI
Thank You!
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
#1NLab14: Revamping Your Brand in an Evolving Digital World
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#1NLab14: Revamping Your Brand in an Evolving Digital World

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What is your brand really telling users? What is brand clarity and how do you achieve it? How has "going digital" changed things for marketers? Nate Denton, Managing Director of Creative Services at One North, discusses answers to these questions in his #1NLab14 presentation.

From the 2014 Experience Lab: Reimagine Marketing.

Published in: Marketing
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#1NLab14: Revamping Your Brand in an Evolving Digital World

  1. 1. REVAMPING YOUR BRAND IN AN EVOLVING DIGITAL WORLD
  2. 2. Nate Denton @NateOneNorth
  3. 3. 1 What Brand Means 2 Achieving Brand Clarity 3 Why Digital Matters
  4. 4. HOW DO YOU SEE BRAND?
  5. 5. WHAT IS YOUR BRAND?
  6. 6. THE SUM TOTAL OF YOUR CUSTOMERS EXPERIENCES
  7. 7. Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email YouTube AnnualReport Mascot Letterhead Television Logo People Events Tagline Offices Videos Website Brochure Twitter Spokesperson Television Logo People BRAND Events LinkedIn Imagery Product BusinessCards Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport IMAGE LinkedIn Imagery Product BusinessCards Radio Email Voice Photography YouTube AnnualReport Mascot Radio Involvement AdCampaign Colors Tagline Offices Mascot Letterhead Television Logo People Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn
  8. 8. HOW HAS DIGITAL CHANGED THINGS?
  9. 9. A One-Way Broadcast
  10. 10. A Two-Way Conversation
  11. 11. A ?-Way Conversation
  12. 12. As consumers are becoming increasingly influential, businesses are becoming less powerful. This means that you need to focus more on understanding, engaging and staying relevant to consumers, and less on trying to regiment or control them.
  13. 13. 3 BRAND PILLARS
  14. 14. 1 Authenticity 2 Delivery 3 Consistency
  15. 15. Authenticity Discovering the consistent truths within an organization’s brand.
  16. 16. Authenticity Without it, you never earn the trust of your consumers, and the other 2 pillars become irrelevant. Your opportunity is lost.
  17. 17. “I’m glad to report that all beaches are open for everyone to enjoy!” BP representative Iris Cross says in a TV spot over an upbeat soundtrack. “And the economy is showing progress, with many areas on the Gulf Coast having their best tourism season in years.”
  18. 18. “They talk about areas being all open. There are areas that are still closed,” said shrimp fisherman A.C. Cooper. He goes on to list some of the bays and fishing spots that the state of Louisiana still has closed. “It’s bogus, it’s not the truth.”
  19. 19. “Since the accident happened April 20…BP shares have fallen nearly 40%, wiping out nearly $70B in shareholder value. Before the accident, the company had a market capitalization of nearly $183B. Now it’s just below $115B.” - money.cnn.com
  20. 20. Delivery The vessels and touchpoints an organization uses to communicate its brand.
  21. 21. Delivery Without it, you are invisible. The consumer has no awareness.
  22. 22. Consistency Ensuring that your brand doesn’t deviate throughout the delivery process.
  23. 23. Consistency Without it, you don’t condition the consumer to understand your brand or gain traction with it over time. The consumer is confused.
  24. 24. Mossimo Vignelli of Unimark International - 1970
  25. 25. 1 Authenticity 2 Delivery + 3 Consistency Brand Clarity
  26. 26. HOW DO YOU APPLY THIS IN A DIGITAL WORLD?
  27. 27. UP FRONT THINK DIGITAL FIRST
  28. 28. IMAGINE IF MOTHER NATURE TOOK THE SAME APPROACH…
  29. 29. A BIRD’S EYE LOOK AT OUR APPROACH
  30. 30. Purpose / Vision Value Proposition Differentiation Platform Audience Targets Content Strategy Messaging Visual Brand Touchpoints Voice
  31. 31. Purpose / Vision Value Proposition Differentiation Platform Audience Targets Content Strategy A Closer Look at Visuals Messaging Visual Brand Touchpoints Voice
  32. 32. 1 Logos 2 Colors 3 Fonts 4 Imagery A Closer Look at Visuals
  33. 33. Logos
  34. 34. You Down With SVG? • SVG – Scalable Vector Graphics are an XML-based vector image format that allows for scalability, interactivity, and animation. • Great for responsive design; retains clarity at all resolutions • Ensures consistency in digital delivery
  35. 35. JPG SVG
  36. 36. Colors
  37. 37. 50 Shades of Crap • Certain color considerations need to be made for on screen viewing and usability • Think outside the Pantone • Not all monitors are created equal
  38. 38. Color One Color Two Color Three Color Four
  39. 39. Color One Color Two Color Three Color Four
  40. 40. Fonts
  41. 41. Can I Get a Web Font? • Stop relying on your grandfather’s fonts • So many more great solutions today • Consider the graceful degradation • Think about character limits on wrapping
  42. 42. The Fox The Fox Garamond – 72px Georgia – 72px
  43. 43. Imagery
  44. 44. 99 Problems but a GIF Ain’t One • Optimize for the web • Consider responsive performance and scalability • Lots of channels requires lots of considerations
  45. 45. THE FUTURE OF DIGITAL BRANDING?
  46. 46. https://www.youtube.com/watch?v=yyMdrOGhBhI
  47. 47. Thank You!

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