Más contenido relacionado
La actualidad más candente (13)
Similar a Digital Branding: Why it matters to your success (20)
Digital Branding: Why it matters to your success
- 2. CONFIDENTIAL • 2014 Ervin & SmithSmith
2011
CONFIDENTIAL • Copyright © &
Copyright © Copyright © 2014 Ervin 2012 Ervin & Smith
A strong, consistent
brand, built up
over time, is the
best guarantee
of future earnings.
- 5. Traditional Brand Strategy
Focuses on Differentiation
DIFFERENTIATION
RELEVANCE
CONFIDENTIAL • Copyright © 2014 Ervin & Smith
What
makes you
different
from everyone
else?
REPUTATION
Is there
a desire for
what you are
offering? Are
you included
in the
consideration
set?
KNOWLEDGE
What are
people saying
about you?
Do people
know about
you? Is what
they know
accurate?
Source: Young & Rubicam
- 6. Traditional Brand Strategy
Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith
CONFIDENTIAL Smith
Differentiates on every level
IDENTITY
LOOK & FEEL
TARGETED MESSAGES
CORE MESSAGES
WE KNOW WHO WE ARE
“Designing Brand Identity” Alina Wheeler
- 7. Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith
CONFIDENTIAL Smith
has changed traditional
branding forever!
- 8. •
•
•
•
•
•
•
CONFIDENTIAL • Copyright © 2011 Ervin & Smith
•
93% of online experiences begin with a search engine
99% of purchases of complex B-to-B products or
services begin with a Google Search
70% of the links search users click on are organic
70-80% of users ignore the paid ads, focusing on the
organic results
75% of users never scroll past the first page of search
89% use search engines for purchase decisions
Google owns 65-70% of the search engine market share
SEO leads have a 14.6% close rate, while outbound
leads (such as direct mail or print advertising) have a
1.7% close rate
!
!
!
!
!
Fleishman-Hillard, HubSpot, Search Engine Journal
!
- 9. Digital Brand Strategy
Focuses on Relevance: Because no one is
typing your differentiator into a search engine.
RELEVANCE
CONFIDENTIAL • • Copyright 2014 Ervin &Smith
CONFIDENTIAL Copyright © © Ervin & Smith
Is there
a desire for
what you are
offering? Are
you included
in the
consideration
set?
REPUTATION
What are
people saying
about you?
KNOWLEDGE
Do people
know about
you? Is what
they know
accurate?
DIFFERENTIATION
What
makes you
different
from everyone
else?
- 10. CONFIDENTIAL • Copyright ©Ervin &Ervin2014 Ervin & Smith
CONFIDENTIAL • CopyrightSmith Smith
Copyright © 2014 2014 © &
What’s relevant?
- 13. Digital Brand Strategy
Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith
CONFIDENTIAL Smith
Optimizes on every level
IDENTITY
LOOK & FEEL
TARGETED MESSAGES
CORE MESSAGES
WE KNOW WHO WE ARE
“Designing Brand Identity” Alina Wheeler
- 14. WHAT THAT MEANS
WHO WE ARE
Copyright © 2014 Ervin &• Copyright © 2014 Ervin & Smith
CONFIDENTIAL Smith
Core Purpose
Vision
Values
Value
Proposition/
Differentiators
Architecture
Strategy
Products/
Service List
Philosophies
!
!
!
!
!
!
!
!
!
!
CORE
MESSAGES
TARGETED
MESSAGES
Positioning
Statement
Tagline
Brand Attributes
Brand Voice
!
!
!
!
!
!
!
!
!
!
!
!
!
Optimized
Personas
Key Messaging
Strategy
!
!
!
!
!
!
!
!
!
!
!
!
!
!
LOOK & FEEL
Design Ethos
Logo
Prototypes
!
IDENTITY
Style libraries
Color
Typography
Imagery
- 15. Copyright © 2014 Ervin & Smith
CONFIDENTIAL • Copyright © 2014 Ervin & Smith