Discovery, in the Ologie sense, is an important part of the branding process that we apply to every one of our clients. It involves reviewing a client’s existing materials, sizing up industry peers, talking with dozens of people, and generally gathering every scrap of information we can get our hands on.
The mark of a great brand video is its ability to elicit powerful feelings. But that doesn’t mean you open with a grandiose cliché or a shot of the earth from space. You just need to capture your true, authentic brand in an interesting way. Here’s how:
Building Authentic Brands from the Inside Out
We’ve yet to find a client with no constraints on their marketing budget. (If you’re one of those clients, please call us.) So we’re continually working with institutions, companies, and organizations of all shapes and sizes that need to tell their story authentically—without breaking the bank.
Today, there’s no more essential vehicle for your brand story than the web. But using the medium successfully requires a significant shift in perspective. Here we outline five strategies that will get you thinking pixels over paper.
Urban Outfitters is spot on when it comes to their kitschy email blasts. They mix web graphics circa 1997, over-the-top animated gifs, hand-drawn type, wacky textures, and sassy subject lines. For example: The “Get What You Really Wanted Sale” on December 26 and “Get Your Shit Together for 2013” on January 1. I can’t unsubscribe. You got me, Urban. You got me good.
You sweat your strategy. You labor over your logo. You fine-tune your voice and massage your message. But at a certain point, you have to let go. And if you’ve done the right things in creating your brand, customers will pick it up and make it their own.
How can we foster greater collaboration?
We’re reminded that communicating with a business audience is very different from talking to consumers. And this is important because just about every client we work with—organizations from banks, hospitals, to colleges—has to do both. So, naturally, we’ve learned a few things and even if you’re not a B2B marketer, you might be surprised at how they apply to your work as well.
Stop listening to your customers. (Sort of.)