Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Creating Natively Digital
Brand Experiences
Kalev Peekna
Managing Director, Strategy
One North Interactive
@OneNorth, @kpe...
#LMA15
Is Brand a four-letter word?
It has to be the most misused
—and least understood—word
in the business of . . . well...
#LMA15
Legal Responses: “How is your Brand?”
“There’s no way I could
get them to shorten it.”
“It’s fine. Everyone
hates i...
#LMA15
What your Brand isn’t
Logo:Identity/Name:
Name, Name,
Name, Can’tRead
& Name LLC
Tagline:
Tomorrow’s law,
today. To...
#LMA15
So what is brand?
Pick your definition. Here are some we like:
•  “A brand is present when the value of what a prod...
#LMA15
Brand Framework
Essence
and Purpose
Voice, Brand
DNA and Actions
Activating the persona
to achieve specific outcome...
#LMA15
Digital is the Zero-Day of Brand
“The need to position your product or service so as to differentiate it in ways
th...
#LMA15
Essence
and Purpose
Voice, Brand
DNA and Actions
Activating the persona
to achieve specific outcomes
What we will s...
#LMA15
Rise of Digital: By the Numbers
Despite “restricted budgets” across all marketing, the increase
spending in digital...
#LMA15
How is Digital Changing Brand?
•  Changing & Multiplying Contexts: Website, email, social, video,
mobile, search re...
#LMA15
Traditional Brand Approach
Mission
Principles
Logo Palette
Typography
Style Guide
Tagline
Print Artifacts:
Copy
Pla...
#LMA15
Why doesn’t this work?
•  Nothing translates cleanly. Color, typography, and logo all look
slightly off.
•  New bra...
#LMA15
A Tricky Transition to Digital: Hermès
Product: Luxury fashion, “sporting” goods
Focus on materials + design
Concep...
#LMA15
Hermès Visual Platform
Logo(s):
Color(s):
Type(s):
#LMA15
Our (Radical) Suggestion
Move your consideration of digital brand:
DigitalFrom Here:To Here:
#LMA15
Digital Up-Front: What to Consider?
Let’s
Get
Digital!
#LMA15
Let’s take a look at digital up-front…
Brand
Guides
Design
Considerations
In
Action
DIGITAL UP-FRONT
BRAND GUIDES
DIGITAL UP-FRONT
DESIGN CONSIDERATIONS
Logos
JPG SVG
Colors
Color One Color Two Color Three
Color Four
Fonts
The Fox The Fox
Garamond – 72px Georgia – 72px
“Anything from 45 to 75 characters is widely regarded as a
satisfactory length of line for a single-column. The 66-charact...
Imagery
Interaction
“The details are details. They
make the product. The
connections, the connections,
the connections. It will in the
end be ...
Dan Saffer’s new book,
Microinteractions, makes the
case that design is in the
details – the very small details
that make ...
http://www.adweek.com/adfreak/sonos-brilliant-new-logo-appears-vibrate-when-you-scroll-thanks-optical-illusion-162546
DIGITAL-FIRST IN ACTION
#LMA15
In a Nutshell
•  Your first and most frequent brand interactions are now digital. Your
brand should be designed for...
#LMA15
Q&A
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Creating Natively Digital Brand Experiences - LMA15
Upcoming SlideShare
Loading in …5
×

Creating Natively Digital Brand Experiences - LMA15

1,041 views

Published on

The rising dominance of digital marketing – whether via web, email, social or mobile – makes it more important than ever that your firm’s brand expression receive continual care and extension. And yet, most marketers inherit the brand that they champion from a pre-digital era. Even the clearest guidelines for elements like logo treatment and Pantone palette don’t account for new digital contexts where brand communication is inherently more vibrant and dynamic. A compelling brand in the digital era must break out of a static, ad-driven definition to drive everything from social thumbnails and mobile typography to overall content strategy.

In this session, we start with the basics: what key components make up a digital brand? How can firms ensure their digital brand is communicated effectively? We provide examples of how businesses are maintaining brand consistency in content, typography, imagery and more. With key examples and some handy tricks and tools along the way, you’ll come away with a thorough understanding of how you can extend your brand into the interactive world.

This session was originally presented at the 2015 Legal Marketing Association Annual Conference.

Published in: Marketing
  • Be the first to comment

Creating Natively Digital Brand Experiences - LMA15

  1. 1. Creating Natively Digital Brand Experiences Kalev Peekna Managing Director, Strategy One North Interactive @OneNorth, @kpeekna Nathan Denton Managing Director, Creative One North Interactive @OneNorth
  2. 2. #LMA15 Is Brand a four-letter word? It has to be the most misused —and least understood—word in the business of . . . well, branding. —McGhie, Austin Legal
  3. 3. #LMA15 Legal Responses: “How is your Brand?” “There’s no way I could get them to shorten it.” “It’s fine. Everyone hates it. It’s not changing.” “The last time we did anything with it we spent $300K and ended up with the same colors.” “Looks good on a golf umbrella.” “I’m glad you asked. Can you make it bigger?” “Needs to be more modern, clean, traditional, sophisticated, relaxed. I wish it popped more.” “Is there a way to refresh it without anyone noticing? “You can’t change the logo, colors, imagery or type. Or the messaging. But everything else is fair game.” “What do you mean by brand?” “I hate taglines.”
  4. 4. #LMA15 What your Brand isn’t Logo:Identity/Name: Name, Name, Name, Can’tRead & Name LLC Tagline: Tomorrow’s law, today. Together. Colors: Fonts: Times New Roman Arial All of these artifacts are part of the expression of your brand. These are visual and verbal signifiers of your real brand— triggers created for users to attach feelings to.
  5. 5. #LMA15 So what is brand? Pick your definition. Here are some we like: •  “A brand is present when the value of what a product, service or personality means to its audience is greater than the value of what it does for that audience.” •  “Living business assets, brought to life across all touchpoints, which if properly managed, create identification, differentiation, and value.” •  “Brand is what people say about you when you aren’t in the room.”
  6. 6. #LMA15 Brand Framework Essence and Purpose Voice, Brand DNA and Actions Activating the persona to achieve specific outcomes What we will say and when Logistics of executing the strategy The foundation of everything, the only thing that really matters Brand Idea Brand Persona Brand Strategy Communications Strategy Tactics Overall Customer Experience
  7. 7. #LMA15 Digital is the Zero-Day of Brand “The need to position your product or service so as to differentiate it in ways that create competitive advantage has not and will not change over time. How you accomplish this, however, is where all the change resides.” —Austin McGhie, Brand is a Four-letter Word Digital has already changed the way we think about marketing budgets, skills, and tactics. Now it is changing how we develop and express our brands. DIGITAL
  8. 8. #LMA15 Essence and Purpose Voice, Brand DNA and Actions Activating the persona to achieve specific outcomes What we will say and when Logistics of executing the strategy The foundation of everything, the only thing that really matters Brand Idea Brand Persona Brand Strategy Communications Strategy Tactics Overall Customer Experience Staying the same Changing Now Already Changed
  9. 9. #LMA15 Rise of Digital: By the Numbers Despite “restricted budgets” across all marketing, the increase spending in digital has not relented: 2010 2011 2012 2013 2014 2015 33% 35% 28% 28% 27% 27% Yearly average increase in digital spend. 2010 2011 2012 2013 2014 2015 $1330 $1796 $2298 $2942 $3736 $4745 $1K spent in 2009 on Digital would now be: Digital spend is now almost 5x the levels in 2009 Source: Oracle, Marketing Budgets 2015 https://blogs.oracle.com/marketingcloud/new-2015-marketing-budget-benchmarks
  10. 10. #LMA15 How is Digital Changing Brand? •  Changing & Multiplying Contexts: Website, email, social, video, mobile, search results, etc. – they are all brand experiences. •  Staying Close: Digital is in your pocket, on your arm, in your bag, on your desk, in front of your couch... •  Fragmenting Experience: Each interaction is shorter, but happening at multiple discrete moments. •  Participating: You can do more than consume in digital. You can change, contribute to, and use the information you find. •  Transforming Expression: Everything you learned about what your brand looks like is now obsolete or irrelevant.
  11. 11. #LMA15 Traditional Brand Approach Mission Principles Logo Palette Typography Style Guide Tagline Print Artifacts: Copy PlaybookImagery Ads Brochures Business Cards Homepage Swag Digital: Social
  12. 12. #LMA15 Why doesn’t this work? •  Nothing translates cleanly. Color, typography, and logo all look slightly off. •  New brand expressions–movement, video, social copy—are absent. •  Brand expression is fragmented as each digital designer adjusts for media that wasn’t considered. •  Everything comes out looking like the static “tests”: ads, business cards, brochures, coffee mugs, etc.
  13. 13. #LMA15 A Tricky Transition to Digital: Hermès Product: Luxury fashion, “sporting” goods Focus on materials + design Concepts: “Give time to time” “Craftsmanship is its own reward” Persona: Chic, Exclusive, Timeless, Understated
  14. 14. #LMA15 Hermès Visual Platform Logo(s): Color(s): Type(s):
  15. 15. #LMA15 Our (Radical) Suggestion Move your consideration of digital brand: DigitalFrom Here:To Here:
  16. 16. #LMA15 Digital Up-Front: What to Consider?
  17. 17. Let’s Get Digital!
  18. 18. #LMA15 Let’s take a look at digital up-front… Brand Guides Design Considerations In Action
  19. 19. DIGITAL UP-FRONT BRAND GUIDES
  20. 20. DIGITAL UP-FRONT DESIGN CONSIDERATIONS
  21. 21. Logos
  22. 22. JPG SVG
  23. 23. Colors
  24. 24. Color One Color Two Color Three Color Four
  25. 25. Fonts
  26. 26. The Fox The Fox Garamond – 72px Georgia – 72px
  27. 27. “Anything from 45 to 75 characters is widely regarded as a satisfactory length of line for a single-column. The 66-character line (counting both letters and spaces) is widely regarded as ideal.” - webtypography.net
  28. 28. Imagery
  29. 29. Interaction
  30. 30. “The details are details. They make the product. The connections, the connections, the connections. It will in the end be these details that give the product its life.” - Charles Eames
  31. 31. Dan Saffer’s new book, Microinteractions, makes the case that design is in the details – the very small details that make systems friendlier. - Fast Company
  32. 32. http://www.adweek.com/adfreak/sonos-brilliant-new-logo-appears-vibrate-when-you-scroll-thanks-optical-illusion-162546
  33. 33. DIGITAL-FIRST IN ACTION
  34. 34. #LMA15 In a Nutshell •  Your first and most frequent brand interactions are now digital. Your brand should be designed for those digital moments. •  Test new brand ideas in a digital context. Try things out in web pages, email, and LinkedIn. •  Expand your understanding of brand visuals. Take advantage of digital’s dynamic approach to color, shape, imagery, typography and movement. •  Print still matters – but do that after you nail digital. •  Users experience a single brand, no matter how many different kinds of interactions. Consistency creates seamlessness.
  35. 35. #LMA15 Q&A

×