Blog Insight

Essential Cuts: Digital Brand

No pretenders, no silos, no traditional thinkers. Kalie shares essential knowledge for discovering your brand's essence, bringing it to life in digital, and finding an agency with the right stuff.

Kalie shares her insight on the essentials of digital brand.

Kalie’s Perspective

I’m Kalie Kimball-Malone, and I’m the executive creative director at GLG. I help manage the creative and lead the creative as well as grow and mentor our team. Managing creative can mean anything from brand strategy, digital, website design, and more.

One of the great things is, I really get to dig in from the very start and understand our clients’ business, what their culture is, what their brand expression is, how do customers experience their products and their services out in the world.

I think I'm one of the unique people that I'm doing what I thought I wanted to do when I was five years old, when I was 10 years old, when I was 15 years old. I had a dream when I was a sophomore in high school that I was going to go to New York City and go to art school and work at a big agency there. And I got to do that, and I got to bring all that experience and learning back home to Seattle and to GLG, and it's just awesome to be doing the thing that I wanted to do when I was a kid every day.

Where Customers Experience Your Brand

My training is design, and my first professional experience was in digital. And one of the things that I learned really early on in digital is that it is a primary expression of your brand. And even more so today, where customers and people and us are experiencing brands through digital touch points (whether it's social media or your website or an app), it's so crucial that you understand brand. And I think my experience from that has grown as my experience in digital has grown.

The Brand Strategy Process

Really digging in with our clients to help them understand and better express their brand is so exciting and fun. We started just understanding their business. What do they do? What do they want to do? What are their future goals? Why did they get into business? And understanding their motivations for what they do.

And then we just spend a lot of time with them talking, doing research into why people buy, why people come back to them, who are their competitors. And some of our clients liken it to a deep-tissue massage. It may hurt a little bit, but you're going to feel a lot better the next day.

The Digital Brand Experience

So when we take that brand expression and bring it into the digital space, whether it's a website or an app, that intention of the brand or the idea of the brand needs to come through from the technology we use to power it, the navigation. How do people find their way through the website? What do they need to learn?

So if it's a really technology-forward brand, we're going to have a different user experience or customer experience on the website. It's going to feel and behave different in that digital place than a brand that is everyday and really friendly and family focused. It will appear different. It will behave differently. So that's where we really collaborate with our user experience architects so they understand not just the business goals and the visitors’ goals but the brand intent.

Perspective, Empathy, and Smarts

I started my career in New York at some pretty traditional agencies that I would say were primarily led by men. And one of the things that is both satisfying and exciting about working at GLG: it is women owned, and probably around 50 percent of the agency, maybe even more, are women like me.

We know that the primary buyers in the household are women. We bring a different perspective, an empathy for customers. And there's proven research that when you have teams that are made up of men and women with different perspectives, you get smarter teams. And that's one of the things that's so satisfying about working at GLG.