Branding in the Digital Age

1. Branding in the Digital Age PRESENTED BY:Dianne Hanlon Druyff Executive Director, Strategic ServicesKSV

2. What is a brand? A brand is the sum total of the thoughts, feelings, associations and expectations a prospect or customer experiences when exposed to any aspect of a company’s product or service, including its name, logo, the actual product experience, word-of-mouth, marketing, etc.

3. Traditional branding vs. Digital branding

4. I S B R A N D I N G I N T H E D I G I T A L A G E R E A L L Y D I F F E R E N T ?

5. Y O U A R E N O T A L O N E

6. T E L L I N G G R E A T S T O R I E S

7. I N T H E B E G I N N I N G

9. P R O G R E S S I V E I N S U R A N C E

15. D O S E Q U I S

22. J E T B L U E

24. M O B I L E B R A N D E X P E R I E N C E S

27. Tips for adding digital to the mix • Tell YOUR story • “Do” digital in a way that makes sense for you. You don’t have to have a huge budget or loads of free time. Make a plan you can live with and start. • Go into it with a clear, strong sense of your brand’s identity. Make sure everyone in your organization understands it as well. • Be prepared: think about how you will deal with negative feedback, real customer service problems, etc. Ignoring can backfire! • Understand what success looks like for you. Are you trying to raise awareness of your brand, change perception or drive a specific increase in leads or sales? This will help you establish metrics.

28. THANK YOU