A presentation at Digital Olympus by Nela Dunato
Human Centered Branding The Key to Marketing with Authenticity NELA DUNATO
THERE ARE FUNDAMENTAL DIFFERENCES THAT AFFECT HOW WE BRAND SERVICES AS OPPOSED TO PRODUCTS.
• Services are custom created and delivered by one real person to another. • They can’t be entirely automated. • Service businesses typically need fewer clients to remain profitable.
WE DON’T HAVE TO OPTIMIZE MARKETING FOR GROWTH, WE NEED TO OPTIMIZE IT FOR SATISFACTION.
SOMETIMES NUMBERS DON’T TELL US THE WHOLE STORY.
Our Goal: RECREATE THE EXPERIENCE OF MEETING A CLIENT IN PERSON THROUGH ONLINE MEDIA.
DESCRIBE HOW OUR CORE VALUES AFFECT YOUR WORK.
INCLUDE THEM IN A SLOGAN OR A TAGLINE TO MAKE IT MORE POWERFUL.
LOOK FOR OPPORTUNITIES TO WEAVE THEM INTO YOUR MARKETING MESSAGING AND CONTENT.
LOOK FOR OPPORTUNITIES TO DRAW ATTENTION TO YOUR U.V.P. IN YOUR WEB COPY.
• Short introduction (elevator pitch) • Tagline • Services & landing page titles • Social media ads • Services page copy (long form)
BRAND VOICE IS PRESENT EVERYWHERE IN YOUR MARKETING.
CREATE A CHECKLIST WITH BRAND VOICE QUALITIES TO USE WHENEVER YOU’RE WRITING NEW CONTENT OR MARKETING MESSAGING.
• Personalize automated communication tools • Customize purchased templates • Build your phrasebook
WHO APPRECIATES US & OUR APPROACH TO WORK? IDEAL CLIENT WHO NEEDS THE VALUE WE CAN PROVIDE? WHO SHARES OUR VALUE SYSTEM?
DISTILL YOUR IDEAL CLIENT AVATAR INTO A FEW CHARACTERISTIC WORDS THEY RECOGNIZE THEMSELVES IN.
FORMULA: U.V.P. FOR IDEAL CLIENT “Trust-building social media marketing for health experts” “Relaxation & replenishment for moms who work too hard”
• Introductions (elevator pitches) • Services pages & About page • Targeted content • Follow your ideal clients on social media
COLORS ARE THE MOST MEMORABLE PART OF YOUR VISUAL BRAND.
• Consistent colors & fonts • Less stock photos, more original photos • Show up on video • Don’t mix different styles of graphics • Create templates for everything
LOGO BECOMES IMPORTANT THE MORE PROMINENT YOUR COMPANY GETS.
DOCUMENT ALL THE VISUAL BRAND IDENTITY ELEMENTS AND ASSETS IN A BRAND STYLE GUIDE.
Colour Palette Secondary colours These colours and their tints may be used to highlight information in printed and digital media. Darker shades of this palette (bottom row) should be used sparingly. LIGHT GREEN CREAM HEX RGB CMYK HEX RGB CMYK #DCE7BB 220/231/187 15/1/32/0 Logo Variants OFF-WHITE #F1F4E8 241/244/232 4/1/9/0 HEX RGB Multiple CMYK #F7F7F7 247/247/247 variants of the 2/1/1/0 logo are prepared for optimal application across a wide range of media. Please use only the supplied logo files, and only in the ways described in this document. The full logo or wordmark variant are chosen based on the proportions of the available space, so that the logo covers the most of the area. The symbol may be used as a profile photo on social media, a website icon, or a decorative element. DARK BROWN LIGHT BROWN LIGHT GREY HEX RGB CMYK HEX RGB CMYK HEX RGB CMYK #40382D 64/56/45 60/60/71/57 #C4B187 196/177/135 25/27/51/0 #C8C7C3 200/199/195 22/17/20/0 FULL COLOUR LOGO Silver Lime Café Branding Guidelines • Page 11 FULL COLOUR WORDMARK FULL COLOUR SYMBOL Full colour logo The full colour logo is used whenever a colour reproduction is available, always on white and light backgrounds. The RGB variant is used on the web, social media, digital documents, e-mail, presentations, videos and other digital media. Pantone variant is used when printing a larger run of promotional materials with a limited number of colors. CMYK variant is used when printing a smaller run of promotional materials, as well as when when a large number of colors is required. Silver Lime Café Branding Guidelines • Page 3
Don’t do it perfectly, just do your best.
RELATIONSHIPS YOU FORM WITH YOUR CLIENTS ARE YOUR BEST BUSINESS TOOL.
FIND OUT MORE: humancenteredbrand.com SAY HI OR ASK QUESTIONS: @nelchee hi@neladunato.com DOWNLOAD SLIDES: bit.ly/do-nela
Branding approaches that are typically taught in books and universities are designed for corporations and startups. Unfortunately, they don’t work so well for service oriented businesses, such as creative agencies and freelancers. Marketing consultants need to pay attention to these differences when managing other people's brands, as well as maintaining their own brand. Today’s consumers are well educated and have more options at their fingertips than ever. They can smell manipulation and dishonesty from a mile away. Businesses need to change their approach to branding and marketing if they want to grow a loyal audience. Human centered branding excels where corporate and personal branding both fall short. In this talk, you’ll get practical tips on how to grow a relationship-focused business and connect with your clients on a deeper level. And if your clients are service based businesses as well, you'll learn an indispensable framework that will transform your approach to marketing.
for free. You
can too.