BRAND THE UNBREAKABLE FRAME

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SECTION II A NEW STANDARD FOR BRAND ENGAGEMENT Expectations on B2B brands have shifted. THE RISE OF THE CXO The way we engage with our clients, customers and employees has completely evolved. During the last 50 years, we’ve transitioned from purely face-to-face brand engagement that occurred in brick-andmortar storefronts, to customer experiences that now occur exclusively online. Today, all business is digital— even if you still operate out of brick-and-mortar headquarters. This digital shift often removes something very important from the equation: you. This evolution has also taken peer-to-peer communication about your brand to another level. Digital may make it easier for you to share your brand stories, but it also forces you to relinquish a lot of control as to how your stories are being shared and who exactly is on the receiving end. If you aren’t putting messages out there that are deeply rooted in the character of your organization— your brand essence—it will be done for you. You can, however, guide these conversations and constantly work to protect the frame around your organization by sharing authentic and consistent stories that highlight your brand essence in an unforgettable way. Delivering best-in-class, seamless online experiences is the new standard that has been set by customers. This shift has not only created the Self-Directed Buyer but a new executive position for some companies as well: Chief Experience Officers (CXO). These executives are charged with ensuring the customer experience is not only at the forefront of brand strategy, but carried out across every customer interaction before, during and after conversion. For companies without a CXO, the responsibilities of ensuring positive customer experiences throughout brand engagement fall on a variety of brand marketing roles. 8
THINKING DIGITALLY SECTION II When it comes to utilizing digital, many organizations take a process-driven approach to brand planning and inevitably lump this tactic alongside all the others. This process will prove severely lacking, as digital is the medium through which all your communications flow. Applying a digital lens upfront helps dictate the intent behind your different tactics, whether online or off. It also makes examining audience behaviors much easier and data-rich. Knowing where your customers are active online, and how they want to engage and consume information, all contributes to a well-informed brand strategy. THE NEW “FACE-TO-FACE” In today’s connected communications environment, digital is the medium through which all your communications should flow. SEAMLESS MARKETING CONTEXTUAL MARKETING PRINT BRAND PLATFORM DIGITALLY CENTERED BRAND & COMMUNICATIONS STRATEGY CAMPAIGN EVENTS INTERNAL PARTNERSHIPS PITCHES/PROPOSALS 9
Page 1 and 2: BRAND: THE UNBREAKABLE FRAME BY RYA
Page 3 and 4: SO THE INEVITABLE QUESTION THAT IS
Page 5 and 6: DEFINING BRAND & TRUE DIFFERENTIATI
Page 7: THE BRAND PLAN PYRAMID SECTION I St
Page 11 and 12: MARKETING TECHNOLOGY FOR BRAND MARK
Page 13 and 14: DEFINE YOUR DIRECTION (CONT.) SECTI
Page 15 and 16: EXPRESS YOUR ORGANIZATIONAL CHARACT
Page 17 and 18: CONCLUSION BRAND is no longer simpl
Page 19: ABOUT One North is a digital agency

BRAND THE UNBREAKABLE FRAME

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