{"id":39426,"date":"2012-01-17T08:45:00","date_gmt":"2012-01-17T08:45:00","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=39426"},"modified":"2012-01-17T14:38:27","modified_gmt":"2012-01-17T14:38:27","slug":"corporate-branding-online","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/corporate-branding-online\/","title":{"rendered":"Corporate Branding Online: Interview with Adrian Day"},"content":{"rendered":"<p><span class=\"alignright\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/12\/colourwheel.jpg\" alt=\"\" title=\"colourwheel\" width=\"280\" height=\"420\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 280px; --smush-placeholder-aspect-ratio: 280\/420;\" \/><\/span>In the latest of our series of expert interviews, Paul (Corporate Eye CEO) talked to Adrian Day about corporate brand, and how companies can express this online &#8211; via their own websites, but also via social media. <\/p>\n<p>Maybe retailers do have an advantage: but how do you communicate your bricks-and-mortar brand online? And how do you communicate your brand in an online space which you don&#8217;t control?<\/p>\n<p>Do listen: Adrian and Paul consider the websites of a variety of different companies&mdash;from Iceland and John Lewis, RyanAir and Greene King to Rolls-Royce and British Airways&mdash;and discuss how your corporate brand values are communicated by the things you do (or don&#8217;t do) online, whether intentionally or not.<\/p>\n<p>I&#8217;ve broken the interview down into smaller pieces, so that you can quickly find particular points you&#8217;d like to hear about. I&#8217;ve also included the whole interview and a transcript.<\/p>\n<h3>Part 1: Brand expression online<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>brand and brand expression<\/li>\n<li>need for a clearly defined brand<\/li>\n<li>parallels with retail: it&#8217;s the detail &#8211; look, feel, engagement<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;[The brand is] the positioning, the proposition and the personality&#8230; the expression is how that positioning, proposition and personality is then expressed verbally and visually&#8221;<\/p>\n<p>&#8220;Firms have to have a clearly defined brand and a clearly defined sense of self &#8211; then it is much easier to express it&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-01.mp3]\nLength: 4:13<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-01.mp3\">Adrian Day interview: part 1<\/a><\/p>\n<h3>Part 2: Making it explicit<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>the website and the brand<\/li>\n<li>providing brand expression tools<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;Those organisations that really understand their customer and are used to engaging with their customer are better at translating their brand into the online community&#8221;<\/p>\n<p>&#8220;If you look at John Lewis, Tesco and Iceland&#8230; each one of the brand experiences delivered by those websites is in line with what I would expect, knowing about those brands&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-02.mp3]\nLength: 5:38<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-02.mp3\">Adrian Day interview: part 2<\/a><\/p>\n<h3>Part 3: Brand across the web estate<\/h3>\n<p>Key topics<\/p>\n<ul>\n<li>corporate site vs retail site<\/li>\n<li>consumer vs B2B<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;Companies can afford to be a bit braver because people who shop in Sainsburys for example are also shareholders and analysts and we don&#8217;t necessarily have these sharp divisions in our lives. I think the messaging can be slightly different, and I think there may be some subtleties in the tone of voice&#8221;<\/p>\n<p>&#8220;Some of the corporate and the B2B sites are behind some of the more communicative consumer sites&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-03.mp3]\nLength: 7:04<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-03.mp3\">Adrian Day interview: part 3<\/a><\/p>\n<h3>Part 4: Getting it right<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>getting it right: content, social media and tone of voice<\/li>\n<li>managing the site for an audience<\/li>\n<li>demonstrating corporate values in practice<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;The most successful web-only brands &#8211; or digital brands, if you like &#8211; have been founded on a function&#8230; I just wonder if that trends gone too far&#8230; and that not enough of the brand comes through in the experience&#8221;<\/p>\n<p>&#8220;Sometimes website content is overly controlled and you end up with something that is kind of bland, and you don&#8217;t notice the difference between one company or another&#8221;<\/p>\n<p>&#8220;A lot of these corporate sites&#8230; you don&#8217;t get the sense they&#8217;re being actively managed for an audience.&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-04.mp3]\nLength: 12:33<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-04.mp3\">Adrian Day interview: part 4<\/a><\/p>\n<h3>Part 5: Branding in a difficult economic climate<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>rebranding in an economic downturn<\/li>\n<li>repositioning the brand for customers and for staff<\/li>\n<li>repositioning for emerging markets<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;The time to look at your brand is when your market&#8217;s changing dramatically, when the organisation is changing dramatically, or in particular when your brand is out of sync with the business strategy and out of sync with consumers&#8221;<\/p>\n<p>&#8220;Do you take a different approach because there&#8217;s a downturn? Only insofar as you take a different approach to your business. I mean the purpose of brand is to reflect the business strategy.&#8221;<\/p>\n<p>&#8220;The number of organisations that have looked at their branding [in the last year] has gone up exponentially.&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-05.mp3]\nLength: 6:33<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-05.mp3\">Adrian Day interview: part 5<\/a><\/p>\n<h3>Part 6: Brand, social media and mobile<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>being there as branding: making the deliberate choice<\/li>\n<li>brand and employee behaviour<\/li>\n<li>blogger engagement<\/li>\n<li>mobile content: less is more<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;Those firms that really have strong brands: in the sense of brand, their people will do the right thing.<\/p>\n<p>&#8220;Social media is only an amplification of what always went on&#8230; but I think organisations do need to embrace it&#8221;<\/p>\n<p>&#8220;If you can get the American constitution on one page of paper and the Ten Commandments on one page of paper then why can&#8217;t you get the key points about an organisation on X number of mobile pages? I think it helps focus the mind and could be an aid to getting stronger brand presence online&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-06.mp3]\nLength: 12:09<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-06.mp3\">Adrian Day interview: part 6<\/a><\/p>\n<h3>Part 7: Making the emotional connection<\/h3>\n<p>Key topics:<\/p>\n<ul>\n<li>future of brand experience<\/li>\n<li>learning from other digital disciplines<\/li>\n<li>importance of alignment with values and personality<\/li>\n<\/ul>\n<p>Soundbites:<\/p>\n<p>&#8220;There is an opportunity for better use of sound and video and colour and pacing&#8230; when you look at what television and cinema achieve in emotional connections through visual and sound stimuli I think there&#8217;s quite a way for websites to go&#8221;<\/p>\n<p>&#8220;Don&#8217;t just update the website because you think you need a sort of image makeover; it needs to be founded in the organisational change and the organisation&#8217;s values and personality&#8221;<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-07.mp3]\nLength: 7:52<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-07.mp3\">Adrian Day interview: part 7<\/a><\/p>\n<p>Here&#8217;s the whole interview, in case you&#8217;d rather listen to it end-to-end; and the transcript, for those who prefer to read.<\/p>\n[audio:https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-full.mp3]\nLength: 56:10<br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-full.mp3\">Adrian Day interview (whole interview)<\/a><br \/>\nDownload: <a href=\"https:\/\/www.corporate-eye.com\/main\/audio\/adrian-day-interview-transcript.pdf\">Transcript<\/a><\/p>\n<p>Many thanks to Adrian for taking the time to talk to Paul.<\/p>\n<h3><strong>Who were we speaking to?<\/strong><\/h3>\n<p><span class=\"alignright\"><img decoding=\"async\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/12\/adrian-day.jpg\" alt=\"\" title=\"Adrian Day\" width=\"300\" height=\"200\" class=\"alignnone size-full wp-image-39428 lazyload\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/12\/adrian-day.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2011\/12\/adrian-day-150x100.jpg 150w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/200;\" \/><\/span>Adrian is an experienced brand consultant and client director with many years experience working at leading firms such as Landor, Siegel &#038; Gale, Ziggurat and Uffindell. He is now an independent brand consultant.<\/p>\n<p>Adrian is experienced in conducting brand research, brand positioning, brand architecture, naming and creative briefing projects together with brand implementation programmes. <\/p>\n<p>He has developed brand strategies and architecture solutions for a wide range of international clients including  BP, RBS, National Bank of Dubai, Swiss Re, Telstra,  and British Airways.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the latest of our series of expert interviews, Paul (Corporate Eye CEO) talked to Adrian Day about corporate brand, and how companies can express this online &#8211; via their own websites, but also via social media. Maybe retailers do have an advantage: but how do you communicate your bricks-and-mortar brand online? And how do [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":39428,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,5947,7098],"tags":[],"class_list":{"0":"post-39426","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-best-practices","8":"category-cross-site","9":"category-interviews","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Corporate Branding Online: Interview with Adrian Day - Corporate Eye<\/title>\n<meta name=\"description\" content=\"Expressing your corporate brand online. 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