Worksheets from the bookLiesbeth Smit
Online brand identity offers exercises to define the experiments you can start running tomorrow to shape your future ready brand strategy.
The figure on the right summarizes the brand model that is the basis of the book Online brand identity. This model helps making the most out of digital for building brands.
The model is supported by exercises that can be used in brainstorms or workshops to define strategy together with colleagues and other stakeholders important to your brand. Anyone can run these exercises and anyone can participate, so all stakeholders can be mobilized to contribute to a ‘smashable’ brand experience. The worksheets that support the exercises can be downloaded below.
The book illustrates in detail how to use the exercises and it offers examples from brands that successfully applied the underlying principles.
A strong brand mission is the springboard for creating advertising and content and it is the glue that brings it all together. Wishes and fears people have, are a good basis to define your brand mission as was illustrated in the book Powerbrands from Marc Oosterhout and Mirte Stut. Online Brand Identity integrates this exercise in the broader framework. The exercise is covered in chapter 11.
Whilst a brand mission helps you define what your brand does, what your brand talks about and why the brand does so, brand identity helps you define how you do things and how you talk about things.
The model for brand identity consists of five key elements each represented by a simple question you easily answer in a brainstorm with a group of people. The exercise is covered in chapter 11.
In an age of transparency, every company needs to think about it’s corporate responsibility: what community interests should you be serving?
Chapter 11 covers exercises that facilitate brainstorms to identify both opportunities and threats in the area of corporate responsibility. Download the worksheet here.
Different people need different types of targeting and messaging and in the online world this is exactly what you can offer. If you want to make most out if this opportunity you’ll need to define your most valuable marketing segments. Chapter 11 covers an exercise to define characters and moments in people’s lives that can be the basis for targeting and content strategy.
Target by data/context
Strategists and branding experts can benefit a lot from the detailed knowledge of digital targeting capabilities that most performance experts have. Chapter 11 covers an exercise that helps scaling the knowledge from performance experts towards brand strategy. You can download example lists with data cues and contextual cues below as well as the worksheet to be used for this exercise.
Target by choice
Every interaction with your brand is a chance to learn and respond in a smarter way and programmatic systems can make that happen, but only if you build the creative materials to provide a meaningful message for different types of people on different types of moments across the consumer journey. This target by choice exercise helps creating a draft sequential messaging plan. It combines choice based ads with Remarketing to build conversations across the consumer journey. The exercise is covered in chapter 7 of the book.
The digital creative canvas allows you to create ads that adapt themselves based on the targeting cues available: these ads are called dynamic ads. If you want your creative agency to make most out of this opportunity, you’ll need to brief the agency describing all relevant dimensions you want to be adaptive in the ad.
Chapter 8 covers an exercise that helps writing a draft briefing for a dynamic ad. Download the worksheet here.
In an age where all media are digital, you’ll need real-time metrics to evaluate advertising across the full consumer journey; you need a brand funnel of digital behaviors. What behaviors you can track follows directly from the content you have, because you can only track interactions with your own content. Chapter 9 covers how you can construct a brand funnel consisting of digital behaviors based on your advertising and content strategy. Download the worksheet here.