digital branding: why it matters to your success
Post on 19-Oct-2014
230 views
DESCRIPTION
A strong, consistent brand, built up over time, is the best guarantee of future earnings.TRANSCRIPT
CO
NFI
DEN
TIAL
• Cop
yrig
ht ©
201
4 Er
vin
& S
mith
Copyright © 2014 Ervin & Smith
DIGITAL BRANDING:Why it matters to
your success
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithCop
yrig
ht ©
201
4 Er
vin
& S
mith
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
011
Ervi
n &
Sm
ithCO
NFI
DEN
TIAL
• Cop
yrig
ht ©
201
2 Er
vin
& S
mith
A strong, consistent brand, built up over time, is the best guarantee of future earnings.
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithCop
yrig
ht ©
201
4 Er
vin
& S
mith
why digital branding?
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Smith
TRADITIONAL BRANDING
DIGITAL BRANDING
Focuses on differentiation !
Focuses on relevance !
vs.
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Smith
Source: Young & Rubicam
DIFFERENTIATION
RELEVANCE
REPUTATION
KNOWLEDGE
What makes you
different from everyone
else?
Is there a desire for
what you are offering? Are you included
in the consideration
set?
What are people saying
about you? Do people know about you? Is what they know accurate?
Traditional Brand Strategy Focuses on Differentiation
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithC
opyr
ight
© 2
014
Ervi
n &
Sm
ith
IDENTITY
LOOK & FEEL
CORE MESSAGES
WE KNOW WHO WE ARE“Designing Brand Identity” Alina Wheeler
TARGETED MESSAGES
Traditional Brand Strategy Differentiates on every level
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithC
opyr
ight
© 2
014
Ervi
n &
Sm
ith
has changed traditional branding forever!
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
011
Ervi
n &
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
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Smith
CO
NFI
DEN
TIAL
• Cop
yrig
ht ©
Erv
in &
Sm
ith
RELEVANCE
REPUTATION
KNOWLEDGE
DIFFERENTIATION
Is there a desire for
what you are offering? Are you included
in the consideration
set?
What are people saying
about you?Do people
know about you? Is what they know accurate?
What makes you
different from everyone
else?
Digital Brand Strategy Focuses on Relevance: Because no one is typing your differentiator into a search engine.
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithC
ON
FID
ENTI
AL •
Cop
yrig
ht ©
201
4 Er
vin
& S
mith
Cop
yrig
ht ©
201
4 Er
vin
& S
mith
What’s relevant?
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
011
Ervi
n &
Smith
Optimize your brand, not just your website
!
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithCop
yrig
ht ©
201
4 Er
vin
& S
mith
how?
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithC
opyr
ight
© 2
014
Ervi
n &
Sm
ith
IDENTITY
LOOK & FEEL
CORE MESSAGES
WE KNOW WHO WE ARE“Designing Brand Identity” Alina Wheeler
TARGETED MESSAGES
Digital Brand Strategy Optimizes on every level
CO
NFI
DEN
TIAL
• C
opyr
ight
© 2
014
Ervi
n &
Sm
ithC
opyr
ight
© 2
014
Ervi
n &
Sm
ith
WHO WE ARE Core Purpose
Vision
Values
Value Proposition/Differentiators
Architecture Strategy
Products/Service List
Philosophies
!!!!!!!!!!
CORE MESSAGES
Positioning Statement
Tagline
Brand Attributes
Brand Voice
!!!!!!
!!!!!!!!
TARGETED MESSAGES
Optimized Personas
Key Messaging Strategy
!!!!!!!!!!!!!!!
LOOK & FEEL Design Ethos
Logo
Prototypes
!IDENTITY
Style libraries
Color
Typography
Imagery
WHAT THAT MEANS
CO
NFI
DEN
TIAL
• Cop
yrig
ht ©
201
4 Er
vin
& S
mith
Copyright © 2014 Ervin & Smith