Corporate identity and digital brand management

Introduction

• Corporate identity: Anchor of the brand in a dynamic environment.

• Customers as decision makers who also act emotionally and socially.

• Customer expectations: B2C, B2B, brand image.

• Brand management as an integrated approach.

Brand as a platform for identity

• Readjustment of the brand under the conditions of the digital age as a process of change.
• How are we talked about - who are we for our core target group - who do we want to be - how do we act - how do we get closer to our customers' expectations?
• The three pillars of corporate identity:
• Corporate behavior: customer persona, define character type, type and promise as brand content; behavior guidelines incl. social media guidelines.
• Corporate design: shaping identity; image before language, emotion before reason; findings from neuroscience, implicit language of image or typography.
• Corporate Communications: How does the company speak? How does it conduct the dialog? What does it have to say? Communication as an integrated task; trends.
• (Online) reputation management: monitoring communication about and with the company; brand development and moderation as a permanent task.
• Control of the brand value.

Identity comes from within

• Our self-image? Our promise? How do we want to develop?
• Participation in the company creates acceptance; positioning in competition.
• Brand management as moderation; identity online and offline.
• Content management as a basis; developing an editorial plan.
• Implementation and metrics: Installing a learning system as an overall view off- and online.
• Human resources, organization.

Brand image as a result of media and personal encounters

• Brand - customer relationship: character and roles; customer contact points.
• Moderation of the brand on the web. Personal contact is just as important: Events. Service.

Best practice examples