Creating Natively Digital Brand Experiences - LMA15
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The document discusses how digital has changed brand experiences and expression. It notes that digital interactions are now the primary context for brands, occurring across websites, email, social media, mobile and more. This fragments brand experiences into many shorter moments. The traditional approach of developing brand guidelines focused on print artifacts does not translate well to digital. Instead, the document suggests a "digital-first" approach where brands are designed from the start with digital contexts and capabilities in mind, considering logos, colors, fonts, imagery, interactions and more. This helps ensure a consistent brand experience across all channels.
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Creating Natively Digital Brand Experiences - LMA15
- 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. #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. #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. #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. #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. #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. #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. #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. #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. #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. #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. #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. #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
- 17. #LMA15 Our (Radical) Suggestion Move your consideration of digital brand: DigitalFrom Here:To Here:
- 18. #LMA15 Digital Up-Front: What to Consider?
- 20. #LMA15 Let’s take a look at digital up-front… Brand Guides Design Considerations In Action
- 32. Logos
- 33. JPG SVG
- 34. Colors
- 35. Color One Color Two Color Three Color Four
- 43. Fonts
- 45. The Fox The Fox Garamond – 72px Georgia – 72px
- 46. “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
- 47. Imagery
- 49. Interaction
- 50. “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
- 51. 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
- 55. #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.
- 56. #LMA15 Q&A