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From Self Branding to Merging Brands

From Self Branding to Merging Brands

How do two established web professionals, known for their own individual strengths and brands, merge their two identities without losing their sense of self? How does that translate to a brand system?

In this high-level talk, Lea will go through:

* The difference between branding yourself and branding a company
* The research involved to remove external assumptions
* A few key questions that she and Emily both had to answer separately about themselves and the company
* How these findings informed their new company name, their eventual logo, copy, and site design
* How the brand system created helps contribute to business goals

Lea Alcantara

August 20, 2014
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  1. Some rights reserved
    From Self-Branding to
    Merging Brands
    Lea Alcantara for Digital Biz Summit
    AUG 20, 2014

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  2. Sounds like that Princess
    • Ran my own business—
    Lealea Design—in Edmonton,
    Alberta, Canada for 8 years
    • Wrote the Art of Self
    Branding in 2005
    • 3 Adjective Exercise
    • Been speaking on the
    subject since 2007
    !2
    source: dailymail.co.uk
    http://abrightumbrella.com/about/lea-alcantara

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  3. Seattle, WA
    abrightumbrella.com/visas

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  4. Had to Close Biz
    !4
    n

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  5. Spoiler Alert
    !5
    M

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  6. • Been working on podcast
    since June 2011
    !7
    History:

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  7. Long story short:
    !8
    http://abrightumbrella.com/blog/welcome-lea-alcantara

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  8. After a While…
    • We wanted to increase our profile
    • Difficult when it was under a personal name
    • We both had dated company sites—

    unsure whether it was smart to redesign
    current iteration under “Emily Lewis Design”
    !9

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  9. Conclusion:
    Rebrand
    !10

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  10. Goals of the Rebrand
    • To create clearer messaging
    • To guide us on how we present ourselves
    • To establish standards for how we conduct our
    business
    • To establish credibility
    !11

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  11. Consistent message=
    Your Brand
    !12

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  12. How to Differentiate?
    Not Just Another Web Agency
    !13

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  13. !14
    source: imdb.com
    Not a unique
    snowflake.
    Hello, other agencies, designers & devs!

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  14. !15
    Unique story arc.
    What can we offer?
    ource: collider.com

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  15. 1 + 1 = 2
    Self Branding vs Company Branding
    !16

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  16. Branding Yourself
    • Little to no restrictions
    • Very subjective
    • Organic
    !17

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  17. Branding a Company
    • Many restrictions
    • Objective
    • Inorganic
    !18

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  18. Branding a Company
    with 2 Personal Brands
    in Mind
    • ???
    • Um…
    • ???
    !19

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  19. Your Own Worst Client
    • Juggling brands:
    • Your coworker(s)
    • Your own
    • The company
    !20

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  20. A Successful Marriage
    • Two separate entities merged together with
    similar hopes, goals, dreams, personalities.
    • Together they are stronger, but both can stand
    separate and can be recognized separately.
    !21
    (business)

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  21. NATE CROFT ON BRANDING
    “You don’t know how to
    read the label because
    you’re inside the bottle.”
    !22

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  22. Discovery
    !23
    or How to Remain Objective in a Subjective Realm

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  23. GETTING TO…
    “I understand.”
    !24

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  24. Survey Says…
    !25
    Internal & External Surveys
    http://abrightumbrella.com/blog/behind-the-curtain

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  25. Internal Surveys
    !26
    Removing assumptions about how
    we view ourselves & each other

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  26. Internal Questionnaire
    • Similar to what we give to clients.
    • Divided into sections:
    !27
    • Business specific questions
    • Site questions
    • Competition
    • Group perception
    • Individual perception
    • Sample scenarios

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  27. Stereotype Yourself
    • Origins: A relief printing plate cast in a mold
    made from composed type or an original plate.
    !28

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  28. External Surveys
    !29
    Removing assumptions about how others perceive us

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  29. Become an
    Amnesiac
    !30
    source: © universal pictures

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  30. Choose 3…
    !31
    4HE

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  31. 3 Adjectives Each For:
    • Team perception
    • Individual perception for Emily and Lea
    • Asked our friends, colleagues, and
    clients to fill it out
    !32

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  32. !33
    Research Gathered…
    …what now?!

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  33. Not a Statistician, but…
    !34
    27 Total Respondents

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  34. Who Doesn’t Know
    Lea? Who Doesn’t
    Know Emily?
    !36

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  35. Contrast & Compare
    !37
    Internal Results vs. External Results

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  36. !38
    Confirmations?
    Surprises?

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  37. !39
    http://abrightumbrella.com/blog/behind-the-curtain

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  38. Revisiting
    Business
    Goals
    !40

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  39. All discussions and
    decisions are based on how
    it aligns with our findings
    !41

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  40. Goals of the Rebrand
    • To create clearer messaging
    • To guide us on how we present ourselves
    • To establish standards for how we conduct our
    business
    • To establish credibility
    !42

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  41. !43
    Disagreement?
    Return to findings!

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  42. More Parsing Tips
    • Honesty and open communication is important
    • This means leaving ego at the door
    • Understanding that branding is probably one of the
    most personal exercises you’ll go through in a business
    • Sensitivity and open-mindedness is crucial
    • Without the above, then honesty could be
    compromised
    !44

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  43. !45
    Now, execute!
    Brand Execution Plan

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  44. • Online
    • website, social media, etc to
    • Offline
    • proposals, answering phones, tone, style
    • Bridge the gap!
    !46

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  45. • e.g. bright = smart, happy
    • so…we’ll write articles for our blog & other
    publications to establish authority, but the tone will be
    conversational and positive.
    • our site will be super clean but punctuated with bright
    colours to draw out happy reactions
    • What else?
    !47
    An example…

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  46. • Choosing Clients
    • Choosing Projects
    • Choosing Partners
    • Choosing Vendors
    • … all connected to the findings
    !48
    Business Decisions

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  47. • Logo
    • Print collateral
    • Copy
    • Site Design
    • … all connected to the findings
    !49
    Identity Decisions

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  48. Questions?
    • @lealea
    • @abrightumbrella | abrightumbrella.com
    • @ctrlclickcast | ctrlclickcast.com
    • dribbble.com/lealea
    !51

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