BRAND THE UNBREAKABLE FRAME
UnbreakableFrame UnbreakableFrame
SECTION III EXPRESS YOUR ORGANIZATIONAL CHARACTER THROUGH SOCIAL MEDIA HOW GARTNER DID IT Gartner, an information research and technology company, does a great job of promoting its brand while driving traffic and giving attention to the firm’s robust thought leadership at the same time. In this case, Gartner has a very similar social media strategy for all of its channels. It curates news from sources it knows will resonate with its audiences and reinforce the brands of the different sources (Forbes, Inc. etc.). Gartner also uses social to drive traffic to its thought leadership and to spread its insights around the web. Gartner has created a very specific and consistent look and feel for these social nuggets. Each one follows a similar design aesthetic and employs a similar photography style. The headlines are catchy and easy to read at a glance (more likely to grab you while you are scrolling), and the way that they are written reinforces the brand positioning of the firm. The result is a series of graphics that are worthy, most of the time, of being shared. Each item either links or displays a link back to a blog or a thought leadership piece. Social isn’t making its world harder and more complicated. Social has become a content engagement engine for the organization; an engine that it can measure, that tells a very rich brand story. 16
CONCLUSION BRAND is no longer simply a way to sell a product; it is an overall message, encouraging personal relationships between the business and the customer. Success today largely depends on communicating that message with a connected and coordinated marketing approach, led by digital. A well-defined, digitally-centered brand informs business and marketing strategy, and sets the stage for improved performance across all touch points, online or off. The evolution of technology has raised expectations for B2B and professional services brands, and continuing to evolve with that process will be what sets you apart from the rest. One of the most important takeaways here is the value of being different, unique and differentiated. And why is this so crucial? It makes customers pay more attention to you, making it easier for them to pick you out of this sea of sameness. This is innovation with a different slant or idea that connects directly to you. A plotline for your organization, even your pricing structure can have a better rationale with a clearly defined brand story. As a result, we’re left with a powerful framework of context—communicated through digital—that is impactful and resonates with your key audiences, asserting why you exist and how you can help. 151717
- Page 1 and 2: BRAND: THE UNBREAKABLE FRAME BY RYA
- Page 3 and 4: SO THE INEVITABLE QUESTION THAT IS
- Page 5 and 6: DEFINING BRAND & TRUE DIFFERENTIATI
- Page 7 and 8: THE BRAND PLAN PYRAMID SECTION I St
- Page 9 and 10: THINKING DIGITALLY SECTION II When
- Page 11 and 12: MARKETING TECHNOLOGY FOR BRAND MARK
- Page 13 and 14: DEFINE YOUR DIRECTION (CONT.) SECTI
- Page 15: EXPRESS YOUR ORGANIZATIONAL CHARACT
- Page 19: ABOUT One North is a digital agency
SECTION III<br />
EXPRESS YOUR<br />
ORGANIZATIONAL CHARACTER<br />
THROUGH SOCIAL MEDIA<br />
HOW GARTNER DID IT<br />
Gartner, an information research and<br />
technology company, does a great<br />
job of promoting its brand while<br />
driving traffic and giving attention to<br />
the firm’s robust thought leadership<br />
at the same time. In this case,<br />
Gartner has a very similar social<br />
media strategy for all of its channels.<br />
It curates news from sources it knows<br />
will resonate with its audiences and<br />
reinforce the brands of the different<br />
sources (Forbes, Inc. etc.). Gartner<br />
also uses social to drive traffic to its<br />
thought leadership and to spread its<br />
insights around the web.<br />
Gartner has created a very specific<br />
and consistent look and feel for<br />
these social nuggets. Each one<br />
follows a similar design aesthetic and<br />
employs a similar photography style.<br />
The headlines are catchy and easy to<br />
read at a glance (more likely to grab<br />
you while you are scrolling), and the<br />
way that they are written reinforces<br />
the brand positioning of the firm.<br />
The result is a series of graphics<br />
that are worthy, most of the time, of<br />
being shared. Each item either links<br />
or displays a link back to a blog or a<br />
thought leadership piece. Social isn’t<br />
making its world harder and more<br />
complicated. Social has become a<br />
content engagement engine for<br />
the organization; an engine that it<br />
can measure, that tells a very rich<br />
brand story.<br />
16
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