Maintaining a cohesive brand personality throughout change - ClickZ

Date published October 11, 2022

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Digital transformation and organizational alteration are often met with absorption and reluctance. One of the challenges for marketers erstwhile going done alteration is maintaining a cohesive marque personality.

Change and progression are necessary. Those who neglect to accommodate look going the mode of the dinosaur (or Blockbuster). However, passim change, it’s important to support successful caput your differentiators and what customers emotion astir you. Where possible, you should purpose to support these constant.

How to support marque property cohesive

We talk with Shutterstock’s VP of Brand, Skip Wilson, successful the latest occurrence of the ClickZ Marketing Masters podcast. Skip shares insights connected however to support a cohesive marque property passim alteration including:

• Identify a marque level that underpins your marque personalities and serves arsenic a northbound prima passim the change
• Know erstwhile to interruption your ain rules (and erstwhile not to)
• Use alteration arsenic a playground to animate experimentation

Wilson besides goes connected to sermon however brands tin negociate aggregate marque personalities, what bash erstwhile marque cognition differs from marque intent, and however marque leaders tin pass internally passim periods of integer transformation.

He provides utile examples from his clip astatine Shutterstock. Shutterstock has acquired respective brands including Splash News and Turbosquid successful the past 12 months and is seeking to determination distant from being recognized solely for its bequest banal images offering.

Timestamps

00.47 – What makes a large selling leader?

01.25 – What tips bash you person for selling leaders looking to support a cohesive marque personality?

04.27 – Dealing with lawsuit perceptions that disagree from your desired marque personality.

06.17 – What are the biggest threats to marque property during a play of marque transformation?

08.41 – What are the benefits of a cohesive marque personality?

10.30 – How tin selling leaders support antithetic marque personalities?

12.05 – What tips bash you person for communicating what is being prioritized?

14.00 – How whitethorn the aboriginal selling scenery germinate and however mightiness it impact their quality to measurement marque personality?

15.30 – What person you learned astir wherever and however your customers privation to perceive your messages?

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As VP of Brand astatine Shutterstock, Skip Wilson is liable for starring the company’s planetary marque and originative strategy and producing results-driven, world-class activations to further physique marque affinity and awareness.

He is simply a proven marque builder with expertise successful starring and producing selling experiences that amended performance, summation value, and thrust planetary marque awareness, and utilized to service arsenic the Head of Global Brand & Corporate Marketing astatine Peloton, with anterior acquisition astatine Sony, Ralph Lauren and MTV. He has a dual grade successful Music and Communications from Vanderbilt University, and an MBA from Tulane University.