DESIGN WITH SUBSTANCE 03 BRANDING CLOUD SERVICES RANZIE ANTHONY CREATIVE DIRECTOR

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1 DESIGN WITH SUBSTANCE 03 RANZIE ANTHONY CREATIVE DIRECTOR 05/07/2011

2 How can organisations with digital products maintain competitive advantage through better brand communication? With Apple set to launch their new Cloud service later this year, I ve been considering the impact of branding digital products. DESIGN WITH SUBSTANCE We believe that a company that positions themselves as consultants must have an opinion. We hope to encourage readers to challenge, colour and inform our thinking. Why not get in touch opinion@purpose.co.uk

3 In an increasingly digital age, many of the services that we will come to rely on have little or no physical manifestation. Our interaction with these brands are often via a third party device such as a computer, smartphone or tablet. So, how should organisations approach branding products that only exists in the ether? There are a couple of key factors for consideration. 1. Experience Increasingly a product s success is determined by the experience of those using it. A focus on service design and user experience will increasingly become key. Streetcar is a great example of how an integrated approach to a call centre, website, mobile application and ecrm can all align to deliver a great customer experience for something as simple as renting a pay-as-you-go car.

4 2. Reputation Increasingly a product s success is determined by the experience of those using it. A focus on service design and user experience will increasingly become key. Streetcar is a great example of how an integrated approach to a call centre, website, mobile application and ecrm can all align to deliver a great customer experience for something as simple as renting a pay-as-you-go car. In our connected digital age it is much easier for customers to trial then share their experience of using your product. How brands manage feedback is key, as are the social monitoring systems that they put in place to identify online debate. Nestle s recent Facebook problems remains a great example of how brands can get this wrong. A focus on service design and user experience will become key Ranzie Anthony

5 3. Platform Increasingly a product s success is determined by the experience of those using it. A focus on service design and user experience will increasingly become key. Streetcar is a great example of how an integrated approach to a call centre, website, mobile application and ecrm can all align to deliver a great customer experience for something as simple as renting a pay-as-you-go car. Digital products rely on digital technology. Increasingly we are shifting to a world driven by ubiquitous web services. As such it s not enough for brands to consider product experience limited to desktop or mobile devices. Emerging platforms such as tablets and Internet TV will increasingly become key. Brands have to have an eye on the future as well as today.

6 4. Personality Beyond utility and functionality, people still seek engagement. They want to build a relationship with the personality behind brands. With so much content and information readily available, organisations must strive to build advocacy through consistent values, products and servicing delivered in ways that distinguish their offering from competitors. People want to build a relationship with the personality behind brands

7 Overall There are likely to be many more considerations, I ve only listed a few. Whilst organisations such as Apple, Google, EBay and Amazon will continue to lead the way, we will start to see a new generation of forward thinking brands successfully combine experience, reputation, platform and personality. In this changing environment, established organisations may need to reappraise their perception of branding in order to maintain competitive advantage. Ranzie Anthony Creative Director ranzie@purpose.co.uk With over 15 years experience in digital and brand communication, Ranzie has led international design programmes for clients that include Vodafone, Telenor, MTV Europe, Sony, Design Council and Whitbread. Graduating from Kingston University with a BA in Graphic Design, Ranzie founded award-winning digital agency Tonic growing the business from a start-up to over 50 people. He has held senior creative positions at a number of agencies including Grey London and international communications consultancy College Group where he was appointed as Executive Creative Director across 2 businesses and 14 territories. Highly experienced in digital marketing and brand strategy, Ranzie is an active industry speaker and enjoys judging both industry and student awards.

8 03 Purpose is a brand communications consultancy specialising in brand identity and marketing communications. Our strategic, design and production skills enable clients to communicate more effectively to stand out, to connect, and to prosper. We re over thirty strong we re independent and we re listed in the Design Week league table of Top 10 UK Creative Award winning agencies. Contact us (0) opinion@purpose.co.uk