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.

On Branding: Turning Emotion into Connection

560 views

Published on

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” - David Ogilvy

Published in: Marketing
  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

On Branding: Turning Emotion into Connection

  1. 1. On Branding Turning Emotion into Connection WILLIAM EVANS
  2. 2. WELCOME Will Evans will@semanticfoundry.com @SemanticWill http://semanticfoundry.com http://linkedin/in/semanticwill CONTACT Copyright © 2016-2017 William Evans
  3. 3. “Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” - David Ogilvy SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  4. 4. Waterfall Branding “We hired a brand consultancy and developed a grand brand strategy. Our ad agency went on to create and produce an ad campaign that stepped way ahead of our capability to deliver the brand promise. We ended up with customer disappointment, internal conflicts, and brand credibility erosion.”
  5. 5. Defining Brand A brand is the unique story that consumers recall when they think of you. This story associates your purpose with their personal stories, a particular personality, what you promise to solve, and your position relative to your competitors. Your brand is represented by your visual symbols and feeds from multiple conversations where you must participate strategically.
  6. 6. “Regarding Lean Branding, simplicity is not the goal. It is the result of a good idea, modest expectations, constant testing, iterative execution, and ruthless cutting.” - Will Evans
  7. 7. A S K T H E S E Q U E S T I O N S : • What is the deep seated, validated need that we satisfy? • What is our core competence? What are we really good at? • Why do we deserve to exist? • What role does branding play in our competitive strategy? Defining Brand
  8. 8. • Trademarks (these are legal properties) • Mission statement (this is a reminder) • Logo or tagline (these are signatures) • Products or services (these are the tangibles) • Advertising (they are the vehicle) What a Brand Isn’t
  9. 9. “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” - Philip Kotler SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  10. 10. Challenging Brand § Is it the personification of an organization, product or service? § Is it the source of a promise to the customer? § Is it a trust mark? § Is it a set of associations that enhance or detract from the related product or service? § Is it a source of emotional connections with customers? § Is it something that should drive the deisgn of the total customer experience? § Is it a singular concept embedded in the minds of the customer?
  11. 11. Branding as Storytelling Man is, in his actions and practice, as well as in his fictions, essentially a story-telling animal. He is not essentially, but becomes through his history, a teller of stories that aspire to truth. But the key question for men is not about their own authorship; I can only answer the question "What am I to do?" if I can answer the prior question "Of what story or stories do I find myself a part?"
  12. 12. “In societies where modern conditions of production prevail, all of life presents itself as an immense accumulation of spectacles. Everything that was directly lived has moved away into a representation.” - Guy Debord SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  13. 13. “Customers don’t care about your solution. They care about their problems.”
  14. 14. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  15. 15. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = Customer Psychology SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  16. 16. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = Customer Psychology Strategic Experiments SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  17. 17. D E S I G N T H I N K I N G L E A N A 3 BRAND STRATEGY LEAN UX BRANDING+ + = Customer Psychology Strategic Experiments Crafted Messaging SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  18. 18. “The brand needs to be reframed as a piece of narrative. And it follows that the consumer is no longer a mere ‘receiver’ of a message. We have finally established a model that places the consumer in a pivotal role — as a reader of brand activity.” — Chris Barnham Branding as Storytelling
  19. 19. § Narratives are constantly changing and open to interpretation. § There is no expectation of permanence. § Authorship is irrelevant. Brand Narrative
  20. 20. p u r p o s e the reasons to tell brand stories Customer Stories Brand Stories Brand advocate Stories told through social media stories told to share experiments Strengthen positioning Stories told through paid & earned media Stories told to leverage events m e t h o d the channels of storytelling opportunity when to tell brand stories Brand Drivers
  21. 21. • Be relevant — you’re only as valuable as your customers thing you are • Be different — but only different where it matters (like creating value) • Always deliver — but never over-promis • Have a story — connect your idea emotionally with customers • Open authorship — customers create the brand along with you Brand Principles
  22. 22. what is a brand? narrative lean branding methods
  23. 23. Saturated Market WHY YOU? Short Attention Span Low Switching Cost Speed of Viral No Advertising Budget Low Barriers to Entry Brand Matters SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  24. 24. • What is your testable hypothesis about how you will deliver value to customers? • What experiment did you run? • Can you repeat the experiment? • What was the source of the insight? • Did you validate that insight? • How did you test your hypothesis? • Can you distill it to one core promise? Brand as Hypothesis
  25. 25. Promise Story Values Name Elements of Branding 01 Promise 02 Values 03Story 04 Name SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  26. 26. LEAN BRANDING Brand Images Brand Attributes Brand Associations CORPORATE STRATEGY BRAND IDENTITY INTERNAL BRANDING PRODUCT DESIGN Do not make the mistake of letting your brand image take over and become the brand identity. It’s only part of the equation — not the whole equation. SEMANTIC FOUNDRY ATELIERMADE WITH LOVE
  27. 27. • What you believe in • What you care about • How you will make a difference • What guides your decision making Values
  28. 28. • You have identified a pain point in your customers’ experience, and validated that it’s real. • How do you plan on solving it? Brand Promise
  29. 29. § A narrative, told from the perspective of your customer, with a beginning, middle, and end. § It starts with your customer’s problem, and ends with your solution easing their pain. Story
  30. 30. • What is your name? • Does it speak to your values? • Does it resonate with your customers? • Have you tested it? • Does it align with your visual identity? • Logo • Colour Palette • Copywriting • Style Guide Name
  31. 31. § State your promise as a hypothesis § Start small § Assume your message is wrong § Test your assumptions § Iterate based on customer feedback § Accept that you will fail § Be comfortable with a brand pivot Lean Branding
  32. 32. “If you don’t talk to your customers, how will you know how to talk to your customers?” - WILL EVANS
  33. 33. THANKS Will Evans will@semanticfoundry.com @SemanticWill http://semanticfoundry.com http://linkedin/in/semanticwill Copyright © 2016-2017 William Evans SEMANTIC FOUNDRY ATELIERMADE WITH LOVE

×