An evolution: from brand book to brand website
The consultant-like nature of our business at Naked Communications means that we are introduced to new brands teams several times a year.
When we start a project, we ask for all the pertinent information we’d need to understand the brand. These typically come in deck format. Dozens of them. Many have overlapping and contradictory information. That’s because decks are easy to churn out, and each person/agency/consultant has their own POV. Therefore, most decks are of relatively low value.
On very rare occasions, believe it or not, we’ll get a brand book. These are typically weighty tomes with high production values. It’s always nice to see a brand book, because it suggests the client cares enough to pay for document that employees can put to use. Unfortunately, it seems most brand books are useful for a few months, and then start collecting dust on a bookshelf. And because brand books are expensive to print, they are infrequently updated and often become obsolete. Same goes for brand videos.
Which brings us to an obvious question: why aren’t there more brand websites out there? In the 10+ clients that I’ve serviced in the last two years, and before that, at the ad agencies I worked at, I’ve never once seen an internal, password-protected brand website. The benefits to creating one would seem obvious:
* Lower cost than printing books
* Incredibly easy to update
* Accessible from everywhere
* Creates dimension and experience that print and video cannot.
I’m sure some smart people out there are already doing this. But I assure you it’s not widespread. I hope that this post will inspire even a couple folks to change that.
*Disclosure: This thought was actually sparked by an idea that came, not surprisingly, from a smart CD.
As always, cross-posted from my blog.
Great idea. The richness of a website would be a much better place than a book or printed manual to illustrate a proper brand experience.
I’ve had clients where the brand “book” is more folders of constantly updated files so that’s at least current – I think the ideal case would be to have a Wiki style website (with a more user friendly content management system).
Maybe we should make it as a project together and pimp it out as a joint venture. Kind of like how there’s all those services who do the web-based annual reports. Cookie cutter service.
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I like the wiki part Sean
I think the problem comes from agencies… If they sell brand websites to theirs clients, it means : ok dude, you don’t need us for the couple of years to come…
That doesn’t fit with their business model, based on a smart never-ending blend of self obsolescence and “innovation” (websites, techs…)
Multiply this statement by the number of bees around a brand and you’ll understand my point.
when i headed up brand and strategy for sony electronics, we created a resource like the one you’re describing — we called it “being sony” and it was a collection of insights, interactions, and downloadable tools intended to inspire, inform, and instruct all stakeholders to interpret and reinforce the brand appropriately — that was nearly 10 years ago! i agree it’s surprising how few companies have followed suit in the time that has transpired.
Sorry for taking so long to respond. Great feedback as always.
@Sean & Alex: yes, a wiki is a great way to explain it.
@Jean: There are many limitations to the agency model, but this isn’t one of them. Having a brand wiki doesn’t erase the need for creative individuals to make great work.
@Denise: Not surprised. You always seem to be a step ahead or five ahead!