Digital Branding: Why it matters to your success

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A strong, consistent brand, built up 
over time, is the
best guarantee 
of future earnings.

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Digital Branding: Why it matters to your success

  1. 1. DIGITAL BRANDING: CONFIDENTIAL • Copyright © 2014 Ervin & Smith Why it matters to your success Copyright © 2014 Ervin & Smith
  2. 2. CONFIDENTIAL • 2014 Ervin & SmithSmith 2011 CONFIDENTIAL • Copyright © & Copyright © Copyright © 2014 Ervin 2012 Ervin & Smith A strong, consistent brand, built up 
 over time, is the best guarantee
 of future earnings.
  3. 3. CONFIDENTIAL • Copyright © 2014 Ervin & Smith Copyright © 2014 Ervin & Smith why digital branding?
  4. 4. TRADITIONAL vs. DIGITAL BRANDING BRANDING CONFIDENTIAL • Copyright © 2014 Ervin & Smith Focuses on differentiation ! Focuses on relevance !
  5. 5. Traditional Brand Strategy Focuses on Differentiation DIFFERENTIATION RELEVANCE CONFIDENTIAL • Copyright © 2014 Ervin & Smith What makes you different from everyone else? REPUTATION Is there a desire for what you are offering? Are you included in the consideration set? KNOWLEDGE What are people saying about you? Do people know about you? Is what they know accurate? Source: Young & Rubicam
  6. 6. Traditional Brand Strategy Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith CONFIDENTIAL Smith Differentiates on every level IDENTITY LOOK & FEEL TARGETED MESSAGES CORE MESSAGES WE KNOW WHO WE ARE “Designing Brand Identity” Alina Wheeler
  7. 7. Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith CONFIDENTIAL Smith has changed traditional 
 branding forever!
  8. 8. • • • • • • • CONFIDENTIAL • Copyright © 2011 Ervin & Smith • 93% of online experiences begin with a search engine 99% of purchases of complex B-to-B products or services begin with a Google Search 70% of the links search users click on are organic 70-80% of users ignore the paid ads, focusing on the organic results 75% of users never scroll past the first page of search 89% use search engines for purchase decisions Google owns 65-70% of the search engine market share SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate ! 
 ! ! ! ! Fleishman-Hillard, HubSpot, Search Engine Journal !
  9. 9. Digital Brand Strategy Focuses on Relevance: Because no one is 
 typing your differentiator into a search engine. RELEVANCE CONFIDENTIAL • • Copyright 2014 Ervin &Smith CONFIDENTIAL Copyright © © Ervin & Smith Is there a desire for what you are offering? Are you included in the consideration set? REPUTATION What are people saying about you? KNOWLEDGE Do people know about you? Is what they know accurate? DIFFERENTIATION What makes you different from everyone else?
  10. 10. CONFIDENTIAL • Copyright ©Ervin &Ervin2014 Ervin & Smith CONFIDENTIAL • CopyrightSmith Smith Copyright © 2014 2014 © & What’s relevant?
  11. 11. CONFIDENTIAL • Copyright © 2011 Ervin & Smith Optimize your brand, not just your website !
  12. 12. CONFIDENTIAL • Copyright © 2014 Ervin & Smith Copyright © 2014 Ervin & Smith how?
  13. 13. Digital Brand Strategy Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith CONFIDENTIAL Smith Optimizes on every level IDENTITY LOOK & FEEL TARGETED MESSAGES CORE MESSAGES WE KNOW WHO WE ARE “Designing Brand Identity” Alina Wheeler
  14. 14. WHAT THAT MEANS WHO WE ARE Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith CONFIDENTIAL Smith Core Purpose Vision Values Value Proposition/ Differentiators Architecture Strategy Products/ Service List Philosophies ! ! ! ! ! ! ! ! ! ! CORE MESSAGES TARGETED MESSAGES Positioning Statement Tagline Brand Attributes Brand Voice ! ! ! ! ! ! ! ! ! ! ! ! ! Optimized Personas Key Messaging Strategy ! ! ! ! ! ! ! ! ! ! ! ! ! ! LOOK & FEEL Design Ethos Logo Prototypes ! IDENTITY Style libraries Color Typography Imagery
  15. 15. Copyright © 2014 Ervin & Smith CONFIDENTIAL • Copyright © 2014 Ervin & Smith

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