proprietary & confidential. copyright 2012. presented by: dianne hanlon druyff executive...

PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012.

Branding in the Digital Age

PRESENTED BY:Dianne Hanlon Druyff Executive Director, Strategic ServicesKSV

PROPRIETARY & CONFIDENTIAL. COPYRIGHT 2012.

What is a brand?

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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.

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Traditional branding vs. Digital branding

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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 ?

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

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

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I N T H E B E G I N N I N G

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

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D O S E Q U I S

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J E T B L U E

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

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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.

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THANK YOU

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