The document discusses revamping brands in the evolving digital world. It emphasizes that brands must focus on authenticity, delivery, and consistency across all digital touchpoints to maintain brand clarity. Specifically, it recommends that brands think "digital first" and consider things like scalable vector logos, optimized colors for screens, web-friendly fonts, and performance-focused imagery. The future of digital branding, it suggests, requires strategic, multi-channel content that engages audiences across platforms.

1. REVAMPING
YOUR BRAND IN
AN EVOLVING
DIGITAL WORLD

2. Nate Denton
@NateOneNorth

3. 1 What Brand Means
2 Achieving Brand Clarity
3 Why Digital Matters

4. HOW DO YOU SEE BRAND?

7. WHAT IS YOUR BRAND?

9. THE SUM TOTAL OF YOUR
CUSTOMERS EXPERIENCES

10. Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email YouTube AnnualReport Mascot Letterhead Television Logo People Events Tagline Offices Videos Website Brochure Twitter Spokesperson Television Logo People BRAND Events LinkedIn Imagery Product BusinessCards Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport IMAGE
LinkedIn Imagery Product BusinessCards Radio Email Voice Photography YouTube AnnualReport Mascot Radio Involvement AdCampaign Colors Tagline Offices Mascot Letterhead Television Logo People Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Twitter Spokesperson Email Voice Photography Letterhead Television Logo People Events LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Website Brochure Twitter Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television LinkedIn Imagery Product BusinessCards Radio Involvement AdCampaign Colors Tagline Offices Videos Website Brochure Spokesperson Email Voice Photography YouTube AnnualReport Mascot Letterhead Television Logo People Events LinkedIn

11. HOW HAS DIGITAL
CHANGED THINGS?

13. A One-Way Broadcast

14. A Two-Way Conversation

15. A ?-Way Conversation

16. As consumers are becoming increasingly
influential, businesses are becoming less
powerful. This means that you need to
focus more on understanding, engaging
and staying relevant to consumers, and
less on trying to regiment or control them.

17. 3 BRAND PILLARS

18. 1 Authenticity
2 Delivery
3 Consistency

19. Authenticity
Discovering the consistent truths within an
organization’s brand.

20. Authenticity
Without it, you never earn the trust of your
consumers, and the other 2 pillars become
irrelevant.
Your opportunity is lost.

22. “I’m glad to report that all
beaches are open for
everyone to enjoy!” BP
representative Iris Cross
says in a TV spot over an
upbeat soundtrack. “And
the economy is showing
progress, with many areas
on the Gulf Coast having
their best tourism season
in years.”

23. “They talk about areas
being all open. There are
areas that are still closed,”
said shrimp fisherman A.C.
Cooper. He goes on to list
some of the bays and
fishing spots that the state
of Louisiana still has closed.
“It’s bogus, it’s not the
truth.”

26. “Since the accident happened April 20…BP shares have
fallen nearly 40%, wiping out nearly $70B in shareholder
value. Before the accident, the company had a market
capitalization of nearly $183B. Now it’s just below $115B.”
- money.cnn.com

27. Delivery
The vessels and touchpoints an organization
uses to communicate its brand.

28. Delivery
Without it, you are invisible.
The consumer has no awareness.

31. Consistency
Ensuring that your brand doesn’t deviate
throughout the delivery process.

32. Consistency
Without it, you don’t condition the consumer
to understand your brand or gain traction with
it over time.
The consumer is confused.

33. Mossimo Vignelli of Unimark International - 1970

40. 1 Authenticity
2 Delivery
+ 3 Consistency
Brand Clarity

41. HOW DO YOU APPLY
THIS IN A DIGITAL WORLD?

42. UP FRONT
THINK DIGITAL FIRST

44. IMAGINE IF MOTHER
NATURE TOOK THE
SAME APPROACH…

48. A BIRD’S EYE LOOK
AT OUR APPROACH

49. Purpose
/ Vision
Value
Proposition
Differentiation
Platform
Audience
Targets
Content
Strategy
Messaging
Visual
Brand
Touchpoints Voice

50. Purpose
/ Vision
Value
Proposition
Differentiation
Platform
Audience
Targets
Content
Strategy
A Closer Look at Visuals
Messaging
Visual
Brand
Touchpoints Voice

51. 1 Logos
2 Colors
3 Fonts
4 Imagery
A Closer Look at Visuals

52. Logos

53. You Down With SVG?
• SVG – Scalable Vector Graphics are an
XML-based vector image format that allows
for scalability, interactivity, and animation.
• Great for responsive design; retains clarity at
all resolutions
• Ensures consistency in digital delivery

54. JPG SVG

55. Colors

56. 50 Shades of Crap
• Certain color considerations need to be
made for on screen viewing and usability
• Think outside the Pantone
• Not all monitors are created equal

57. Color One Color Two Color Three
Color Four

58. Color One Color Two Color Three
Color Four

59. Fonts

60. Can I Get a Web Font?
• Stop relying on your grandfather’s fonts
• So many more great solutions today
• Consider the graceful degradation
• Think about character limits on wrapping

61. The Fox The Fox
Garamond – 72px Georgia – 72px

62. Imagery

63. 99 Problems but a GIF Ain’t One
• Optimize for the web
• Consider responsive performance and
scalability
• Lots of channels requires lots of
considerations

65. THE FUTURE OF
DIGITAL BRANDING?

66. https://www.youtube.com/watch?v=yyMdrOGhBhI

69. Thank You!