Slides from the presentation given at EUPRIO 2016, Antwerp.

1. BEYOND THE LOGO
MANAGING
THE DIGITAL BRAND
2016

2. EDWARD “BLACKBEARD” TEACH

4. Brand promise?
"Die, ye scurvy dogs!"

5. “BRAND”?
A representation
of the product
The product’s
reputation

6. “BRAND”?
Representation
Identification:
Logo, colors, style…
Reputation
Specific attributes:
Healthy, fashionable, luxurious…

7. “BRAND”?
Representation
Identification:
Logo, colors, style…
Reputation
Specific attributes:
Healthy, fashionable, luxurious…
(Relatively new)

8. IN THE DIGITAL AGE
More access to
information, more
available choices
Can also shape brands
Consumers Brands
Followed consumers
online
Blur the line between
representation
and reputation

9. IN THE DIGITAL AGE
One-way Two-way
Message Experience

10. A carefully crafted
one-way message
delivered to a receiver,
with no opportunity
for dialogue
or compromise.

11. BRAND COMPONENTS
What a company looks like, sounds like,
and how it behaves are all equal
components of brand.
“
”
Kate Williamson,
Nielsen Norman Group

12. Visual design: How it looks
Content design: How it sounds
Interaction design: How it feels

13. BRAND COMPONENTS

14. BRAND COMPONENTS
Seriously,
Microsoft?

15. BRAND TONE
Funny
Serious
Formal Casual
Respectful
IrreverentEnthusiastic
Factual
Applies to all
channels and points
of contact.
Can vary to fit
the situation.

16. MEASURING BRAND STRENGTH
Search interest

17. MEASURING BRAND STRENGTH
Head vs. Long Tail
Visits
Keywords
Head Long Tail

18. MEASURING BRAND STRENGTH
Social Listening
Volume of mentions
Reach
Measure against
Time
Competition / Market

19. BRAND & PROSPECTIVE STUDENTS
The
Prospective
Student journey

20. BRAND & PROSPECTIVE STUDENTS
9 in 10 have no idea
which university
to choose
83% use
non-branded
search terms

21. BRAND & PROSPECTIVE STUDENTS
Brands become
priority in the late
stages of the
selection process

22. BRANDED CONTENT ?
Blurs the line between editorial
content and advertising
More difficult for brands
to deliver what they advertise
Content shock

23. DEBRANDING
Consumers
Products
interfaceBRAND
Real people
Real tones
of voice

24. DEBRANDING
Brands grow by
differentiating,
isolating themselves
from others, but:
For consumers,
everything
is interconnected.
What distinguishes
brands is less important
than what brings things
and people together.

25. BRAND ADVOCATES
Increase reach
Increase trust
Easier to find within
university
than externally

26. WHERE DO YOU STAND?
Business as Usual
“Wrapper”
“Supercharger”
Brand as dialogue
Co-creation

27. THANK YOU FOR YOUR ATTENTION
@faubet

28. SOURCES
Brand Is Experience in the Digital Age
Kate Williamson, User Experience Specialist,Nielsen Norman Group
How Students Use Digital to Choose Schools
Jennifer Howard, Education Industry Director, Google
The Future Of Branding Is Debranding
Jasmine De Bruycker, creative strategist, Base Design
To build digital brands, universities need to relinquish control
Max du Bois, executive director, Spencer du Bois