All day long we listened to brilliant speakers sharing their tips on branding. One of the most entertaining campaigns we heard about was the one for Popradská káva. See for yourselves how the marketers at Zaraguza tackled the preconceptions surrounding this unremarkable brand:
But we couldn’t just spend the whole day poking fun at hipsters, gold diggers or managers. So it was time to tackle some more serious topics.
How not to lose your brand during web development
Daniel spoke about how to ensure the brand doesn’t lose its identity during website development. The foundation is a high-quality brief with a brand manual that all developers and creatives will strictly adhere to. On the other hand, it is sometimes necessary to compromise, because even the best brand must not compromise the functionality of the site. So how should one proceed to ensure the brand isn’t lost whilst the website runs as it should?
What can a web agency’s client do to ensure the brand isn’t lost during website development? The client can influence the choice of agency, shape the project brief, and subsequently get involved in the implementation. The presentation featured several case studies – take a look for yourself:
10 tips on how an e-shop can build its brand
According to research by the LoveBrand agency, a brand helps a company earn more. Working with and investing in a brand therefore pays off even for small e-shops. It isn’t necessary to hire expensive agencies straight away; Matez Jindra offered advice on how to build a brand. You can manage the start-up phase yourself; all you need is enthusiasm, a commitment to your brand and your customers, and, above all, a long-term and consistent approach to brand building.
How to build a brand using online advertising
A good way to promote a brand online is, of course, advertising. Zuzana Bergrová presented several case studies and told us more about which advertising formats work well and which, on the other hand, are a waste of time. It is important to realise that both brand-building campaigns and sales-promotion campaigns should be based on the same concept and brand manual. Essentially, the only difference lies in which metrics we measure.
In brand-focused campaigns, we evaluate: Engagement / website traffic / Click-through rate / Brand awareness / Image / Brand perception / Relationship with the community
In performance-focused campaigns, we measure: sales, leads, downloads, website actions / conversion-based optimisation, etc.
When selecting a suitable channel, evaluate the following characteristics:
- Visibility
- In-screen reach
- Engagement (i.e. how much users can interact)
- Message delivery
There has been a lot of talk about video in particular – take another look at the Popradská káva campaigns I mentioned at the start, which were seen by hundreds of thousands of people.
A few reasons to consider video advertising to support your brand:
- 25% of users aged 44 and under watch YouTube daily
- 3x higher click-through rate
- Longer viewing time: 5–30 seconds, compared to around 1 second for traditional display advertising
- It allows you to convey emotion, tell a story and explain the product