Polkadot Summit - Brand Refresh Workshop
Hi all, huge thanks to those who attended the Polkadot Brand Refresh Workshop at the Summit prior to Decoded.
I’d also like to say a huge thanks to those of you on the Forums who are consistently providing insightful comments and constructive feedback on these Summit Forum posts.
Brand Refresh Workshop
Estimated Number Attendees: 33
- Chris Beckles - Presenting
- Remy Le Berre - Moderating & Note taking
Chris recently joined Parity as part of the Creative team, with the goal to bring Polkadot’s branding and positioning to new heights.
> “When I joined the ecosystem I was surprised to see the level of engagement and awareness of Polkadot, especially due to the branding, being well, unclear.”
The Need For Change
Polkadots position and its brand identity is currently unclear
- Currently, the brand is represented as a tight tactical visual set of design assets.
- We’re in a noisy market, lots of confusing offers, similar sounding positioning statements. This all helps add to the unclear brand experience.
- It’s imperative that we be super clear how we articulate our brand. At the moment, there’s lots of confusion around phrases, terms and tech.
- Part of the branding needs to demonstrate how we can make it more consistent.
- To the tech savvy gurus, it’s great. To the conquest audiences, it’s another story. These audiences need to be introduced to the brand softly using simple terms and applications.
- Polkadot owns Web3 and we should be standing head and shoulders above the rest. Of course, this proposition will evolve over time but all brands should evolve. A clear example of how brands shifted was when mobile phones became mass market, many reputable brands shifted their visual systems to remain relevant.
Many think that Product = Brand, whilst this can be true for some, it’s not the case when it comes to Polkadot. Polkadots Interoperability sets it aside from this simplistic point of view.
Where we’re at today
- A tight tactical set of brand design assets
- No clear ‘benefit driven’ role in people’s lives
- Perceived as ‘Underground’, but not for much longer
So how do we progress?
- Know ourselves better as Polkadot.
- Understanding the world of our end users and working out how best to articulate our messaging.
- Once we’re able to crack that code we’ll have almost 1-1 conversations on how we can push that messaging.
- We’ll have the ability to empower our partners with creative tools so they can connect with their audiences more efficiently.
- Be less ‘tech’ and more ‘people’. We’ll persuade through ‘Use cases’, a tried and tested methodology that is proven to work.
The Anatomy of a brand
> “A brand is an associative memory in the mind of the consumer, who connects the brand with a set of attributes, benefits, impressions or emotions”. - David Ogilvy
After Chris’s presentation the next stage of the workshop was getting the audience and attendees involved with a Brand Archetype activity to find out where people think Polkadot’s brand is today.
Prior to the exercise, Chris led us through and explained the 12 brand Archetypes alongside the personalities and examples of brands that align with them. We’ve briefly summarised the archetypes below alongside a graphic illustrating each of the 12 archetypes.
- All about revolution and disruption. Outlaws demand more and they’re not afraid to go out there and get it.
- E.g: Virgin, Harley Davidson, Diesel
- Magicians are mystical, informed and reassuring. This archetype portrays the idea that tomorrow will always be brighter than today.
- E.g. Coca Cola, Disney, Dyson
- Caregivers are altruistic, warm and reassuring, representing the concept that society needs to be looked after. Care should be dispensed willingly and for the betterment of all mankind.
- E.g. Unicef, WWF
- Sages are knowledgeable and guiding, helping others follow a path.
- E.g. Google, BBC, Universities
- The lover is sensual, empathetic and soothing.
- E.g. Chanel, Victoria Secrets, Alfa Romeo
- Heroes are honest, candid and brave
- E.g. Adidas and Nike
- Explorers, like the name suggests, are always exploring, they’re fearless and take that leap of faith.
- E.g. The North Face, Jeep
- Jesters are fun, loving and playful
- E.g. M&M’s, Old spice
- Creators are inspirational, daring and provocative
- E.g. Lego, Apple, Adobe
- The Everyman archetype is friendly, humble and authentic
- E.g. IKEA, Target, Lynx
- The Innocent archetype is Optimistic, Honest and Humble
- E.g. Aveeno, Dove, Innocent smoothies
- Rulers are commanding, refined and articulate
- E.g. Louis Vuitton, Mercedes Benz, Rolex
We’ve highlighted below a diagram which depicts and explains the different archetypes as well as their closest neighbours.
Jumping into the activity, we gave everyone a few minutes to discuss between themselves where they think Polkadot’s brand positioning currently stands. Ensuring we heard from everyone within the room, we passed a microphone around and asked each person to provide their thoughts as we took a tally. It’s important to stress, people were allowed to vote for more than one archetype if they felt more than one represented the brand personality in a clearer way.
Results from the discussion
Analysing the above, it’s clear to see that most summit attendees placed Polkadots branding within the Hero category, depicting the brand as Honest, Candid and Brave.
Question for the forums!
We’ve had the opportunity to ask some of the ecosystem leader’s for their thoughts, now we want our community’s feedback. What’s your opinion on polkadot’s current brand positioning and where do you think we’re currently placed? Which direction or archetype should we aim to move towards?
Branding is a powerful business tool for growth, a strong brand equates to a purposeful and differentiated brand platform.
- Brand represents 33% of business value across the Fortune 500
- Strong brands grow 44% faster than ‘average’ F500 Brands
- 3% increase in ‘Brand Strength’ translates into an average of 1% increase in market share
Brand Refresh Objective
*> “Our Brand refresh will communicate clearly and consistently to the market and will sustain the trust of our current audiences while gaining the trust of prospective newcomers.” *
Important Issues To Tackle
- Consistency - Arguable one of the most important aspects to tackle
- Humanizing the brand
- The desire and need to stand out
- Creating a clarity of purpose
What other issues do we need to address?
- Interview Insight Film
- Overview of Research & Survey Data
- Overview of in & Out-of-Industry Benchmarking
- Overview Insights and Opportunities
- Online Research Portal
- Narrative & Strategy
- Workshops preparation and facilitation
- Polkadot Brand Narrative
- Polkadot Brand Strategy
- Key Brand messaging Guide
- Evolved Design System
- Creative Concept Film
- Tone of Voice & Brand Character Guidance
- Evolved Design System
- Brand Application Mockups
- Design System Portal
Closing & Round Up
As a final say, we’d like to once again express our gratitude to all those who made the effort to come down to the summit to partake, alongside this we’d like to thank the community who’ve been providing valued and constructive feedback for these summit notes.