Get branding right first time

1. Getting Your Brand Right First Time
Benjamin Morel at Home & Top Drawer

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An Introduction To Me
Benjamin Morel
Project Manager and Digital Marketing Consultant
@BenjaminMorel
Linkedin.com/in/benmorel
ben@obergine.com
Home & Top Drawer – Getting Your Brand Right First Time

3. 3
An Introduction To Me
Obergine
Creative Digital Agency
@Obergine
Linkedin.com/company/obergine
Slideshare.net/obergine
Obergine.com
Home & Top Drawer – Getting Your Brand Right First Time

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Myth:
Having a logo gives you a brand

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Reality:
Your customers define your brand image

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Brand image is defined by customers
Example: M&S
Even Helena Bonham-Carter can’t turn you into John Lewis

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Brand image is contextual
Listen to what they want and need
Customers define brand image

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Reality:
Brand image is contextual

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Brand image is contextual
Example: M&S website
“Critical Performance Issues”
“Usability issues”
“Product information”
“Navigation”

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Brand image is contextual
If a user’s mobile experience isn’t near-perfect your brand image is “We don’t care about mobile”
Brand image is contextual

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Brand image is contextual
If the conversation isn’t in the context you want, change the context
Brand image is contextual

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Brand image is contextual
Example: Porsche

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Brand image is contextual
Example: Porsche

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Brand image is contextual
Shifted conversation from drivers to the drive
Example: Porsche

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Myth:
Image and identity are the same

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Brand image is contextual
Brand image changes
Brand image vs. brand identity

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Reality:
Brand identity is everything you do

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Brand identity is everything you do
Example: Red Bull

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Myth:
My product defines my brand

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My product defines my brand
Example: Red Bull

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Reality:
Great brands are defined by a vision

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Great brands are defined by a vision
Example: Apple

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Great brands are defined by a vision
Example: Berghaus

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Great brands are defined by a vision
Example: Dollar shave club

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Brand image is contextual
People don’t connect with things. People connect with people
Great brands are visions

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Great brands are defined by a vision
“Why do we do it?”
Define your vision

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Brand image is contextual
Define your vision in your strapline
Great brands are visions

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What does all this mean?

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What does all this mean?
Listen to what customers want and need
Customers define brand image

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What does all this mean?
Make your owned media awesome
Brand image is contextual

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What does all this mean?
Put discussions in the context that best suits you
Brand image is contextual

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What does all this mean?
Remember that every communication and every action reflects your brand identity
Brand image is not identity

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What does all this mean?
Your brand is a vision
Not a set of products; not a logo; not a colour palatte; not a tone of voice
People connect with people