In our ever-increasingly digital society, whether you ‘exist’ depends upon whether you have a digital presence. And if you have a digital presence, the next question is, “How effective is your brand experience online, in attracting customers and creating tangible leads?” It’s not just about making things look good, it’s about solving your business problem. How to use Purpose, Strategy and Design in meaningful ways, that differentiate your business with intent, vision, relevance and clarity.

1. Your Guide to Branding Success
Copyright © 2017 None of the material contained herein may be reproduced, copied or
utilised in any form without the express written authorisation of a representative of Long White Cloud.

2. 01 Introduction
02 Brand Ecosystem
03 Purpose
04 Strategy
05 Design
Contents

3. Introduction
01

4. Introduction
Do you exist?
In our ever-increasingly digital society,
whether you ‘exist’ depends upon
whether you have a digital presence.
And if you have a digital presence,
the next question is, “How effective is
your brand experience online, in attracting
customers and creating tangible leads?”

5. Introduction
Online Business Tool
Rather than just creating a website, it’s about
creating an effective online business tool.

6. Introduction
Widen Your Viewpoint
Website
Your business is more than a website.
To succeed in today’s marketplace,
any business must widen its viewpoint to
look at a much bigger picture.
Interconnected System
Your brand is an interconnected system of
elements that collectively express a compelling
story of what you do, how you do it and
most importantly, why you do what you do.
Website
Copywriting
Customer Database
Online Advertising
Email Marketing
Social Media
Website
SEO Analytics

7. It’s not just about making things look good,
it’s about solving your business problem.
How to use Purpose, Strategy and Design in
meaningful ways, that differentiate your business
with intent, vision, relevance and clarity.
Introduction
Solving Your Business Problem

8. =
Business
Success
DesignStrategyPurpose
Introduction
Solving Your Business Problem

9. Brand Ecosystem
02

10. ecosystem (noun)
(in general use) a complex network
or interconnected system.
Brand Ecosystem
What is it?

11. Quite simply,
a brand ecosystem
is a visual map of
your brand.
A brand ecosystem is a detailed visual map of how
all the touchpoints of a brand interconnect and interact.
These touchpoints include any encounter where
your customers and your business engage in exchanging
information, provide a service, or handle transactions.
The challenge is breaking down your purpose, vision,
values and key benefits into digestible pieces where each
touchpoint has been strategically thought about.
So from a business card, to a website homepage, to a
brochure, to customer service – all these touchpoints
become an ecosystem of connected experiences that
today’s brands have to get right.
Brand Ecosystem
Visual Map

12. Omnichannel
marketing is about
creating that unified
brand experience,
regardless of
channel.
A consumer should be able to interact with any of an
organization’s channels, and the experience should be
seamless, not only in how the channels look and feel,
but also through the interactions and functionality that
each channel offers. The experience a consumer gets
while engaging via an app, in a brick and mortar store,
or through a brand’s website, should all be a cohesive
journey for the consumer.
Brand Ecosystem
Visual Map

13. Strategy
Design
Purpose
Brochure
Content Strategy
Email Marketing
Stationery Signage
1
2
SEO Analytics
2
Online Advertising
Discovery Workshop
Key Messages
Point of Sale
Brand Ecosystem
Visual Map
Website
Brand Positioning
Video / Webinar
Blog
Social Media Strategy
Visual Identity
Purpose Vision
Brand Architecture

14. Purpose Design
but no Strategy?
Strategy Design
but no Purpose?
What does
your ecosystem
look like?
Brand Ecosystem
Your Brand Ecosystem
Design
but no Purpose
or Strategy?
Purpose
but no Strategy
or Design?
Strategy
but no Purpose
or Design?

15. Strategy
Design
Purpose
Brand Ecosystem
Visual Map
Now it’s your turn!
Draw your own set of circles and
write down all of the aspects of
your brand you are already doing.
Make sure to structure the things
you are doing to the relevant circle.

16. Brand Ecosystem
Summary
Purpose provides vision and authenticity
Strategy provides a map for success
Design provides platforms for customers

17. A customer journey
map visualises all of
the touchpoints in your
brand ecosystem,
but from the viewpoint
of your customer.
It is a diagram that documents the customer
experience from their perspective, helping you to
identify areas for improvement.
The relationships between touchpoints are the
pathways that allow potential customers to bridge
seamlessly from one touchpoint to the other, building
the level of trust and confidence required to purchase
your product or hire your services.
These pathways could be links from social media to
your website, capturing customer details for future
email marketing, or encouraging customers to review
your products on reputable review websites.
Identifying and improving each stage in your
customer’s experience will significantly improve the
quantity and conversion of customer enquiries.
Brand Ecosystem
Customer Journey Map

18. Brand Ecosystem
Customer Journey Map (example)
Educate Inspire
Create Dialogue
Online Resources
Social Proof
Signup to eNewsletter
Offer VIP Vouchers Gifts
Create Engaging eNewsletters
Create Brand Ambassadors
Incentivise Sharing Reviews
Capture Customer Feedback
Simple User Interface
Capture Customer’s Details
Website
Online Advertising
Google / SEO
Social Media Word of Mouth
Podcasts, Videos
Webninars
Email Marketing
2
Product Reviews
Word of Mouth
Social MediaCustomer Database
eCommerce
VoucherLoyalty Card
Physical StoreBlogs Affiliates
SharingDiscover Investigate Purchase ShareConnect

19. Purpose
03

20. “If you stand for something,
you will always find some people
for you and some against you.
If you stand for nothing,
you will find nobody against you
and nobody for you.”
Bill Bernbach, DDB Founder
Purpose
Food for Thought

21. Business Strategy
The foundation of your entire
brand. It unearths the essence
of your business and breaks
it down into achievable steps.
• Discovery Workshop
• Market Research
• Research Insight
• Trends
Purpose
Sharing your purpose
means being explicit about
the place you ultimately
want to take people.
• Life Purpose
• Passion
• Role Models
• Shared Value
Vision Values
Connect the vision values
of a brand to the hearts
of the people that deliver it.
• Long Term Vision
• Values Cloud
• Core Values
• Values Pyramid
Business Objectives
Refine key insights from the
Discovery Workshop and break
it down into achievable steps
for strategic development.
• Goals Milestones
• Tangible Outcomes
• Financial Targets
• Basic Timeline
This is your foundation. As a business, you
should express, live, and manage
your story through everything you do.
Purpose
Who are you?
DesignStrategyPurpose

22. Strategy
04

23. “If you don’t have the
time to do it right,
what makes you think
you’ll have the time
to do it over?”
Seth Godin, Marketing Guru
Strategy
Food for Thought

24. Brand Research
To help determine strategy,
and also to assist in the
development of specific
aspects of the brand.
• Research Insight
• Visual Inspiration
• Mood Boards
Brand Positioning
All of these things need to
be born out of the purpose
that fuels and inspires your
business to evolve.
• Brand Essence
• Brand Positioning
• Brand Values
• Brand Personality
• Brand Strapline
Content Strategy
Getting the right content to
the right user at the right time
through strategic planning of
content creation.
• Messaging
• Customer Definition
• Content Gap Analysis
• Tone of Voice
• Content Plan
Marketing Strategy
Where brand touchpoints
and marketing channels are
mapped to create an entire
brand ecosystem.
• Brand Ecosystem
• Channel Definition
• Customer Journey
• Advertising Strategy
• Digital Strategy
The solution you create is only as strong as the problem
you’ve defined. The challenge is not to just make things
look good, but to solve your business problem.
Strategy
How do we get there?
DesignStrategyPurpose

25. Design
05

26. “Good design is making something
intelligible and memorable.
Great design is making something
memorable and meaningful.”
Dieter Rams
Design
Food for Thought

27. Visual Identity
The graphic elements,
which convey the symbolic
meanings that cannot be
imparted through words alone.
• Logo Development
• Colour System
• Typography
• Brand Guidelines
Digital
A digital ecosystem is about
defining how all the digital
and social assets of a brand
interconnect and interact.
• Website Blog
• eCommerce SEO
• Customer Database
• Social Media
Environmental
Communicating identity and
information, and shaping
the idea of creating experiences
that connect people to place.
• Wayfinding
• Signage
• Trade Shows
• Point of Sale
Advertising
A considered and cost
effective approach to
creating brand awareness
and customer enquiries.
• Online Offline
• Email Templates
• Social Media
• Printed Media
Great design is anything but skin deep. It only works –
it only happens – when it goes right down to the heart
and soul of the company that produces it.
Design
What do we look like?
StrategyPurpose Design

28. So you have an inspiring purpose
and a desirable product or service.
How can you lift your brand experience
to match your product?
Your Guide to Branding Success
What is Your Next Step?

29. Design focused
Strategy driven
Purpose inspired
+61 (0)478 207 586
jeremy@longwhitecloud.net
www.longwhitecloud.net
For more information