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Branding online

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BRANDING ONLINE
BRANDING Linc
YES Linc
Costs Value Linc
A Promise Linc
Linc
Passive Active Linc
Strategy Expression Linc
Behaviour Visually Messaging Linc
• Distinctive • Memorable • Flexible • Adaptable • Contemporary • Durable • Pleasing Linc
In the head of the consumer Linc
Market Intelligence Linc
Online Linc
No impact on definition Linc
Online businesses vs Online channel Linc
• Ease of use • Relevant features • Response times • Reliability • Currency • Pricing • Consistency • True of voice Linc
• Consistent repetition • Interface representing the brand • Use of technology • Colour reproduction Linc
• Website - engaging – interactive, sticky - correct information – instantly updatable - has a purpose, website business plan Linc
• EDM - segmented, dynamic based on attributes - relevancy, based on opt-in - timely, based on user stats - measure return on investment, relate this back to brand Linc
• Social media - monitor first (listen) - deduce appropriate communication - have a strategy (reason and plan) - measure results Linc
You need a success plan Research Strategise Create Engage Monitor Measure Linc
• User behaviour - are people interacting, such as retrieving information? • Measure engagement - are people responding accordingly? • Measure sentiment Linc
Everyone Linc
Some Tips Linc
• Online in the plan • Monitor and respond • Test before use • Visual consistency and coordination • Message consistency and coordination • Behaviour consistency and coordination Linc
THANK YOU (for not going to sleep)

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Branding online

  • 4. Costs Value Linc
  • 7. Passive Active Linc
  • 8. Strategy Expression Linc
  • 9. Behaviour Visually Messaging Linc
  • 10. • Distinctive • Memorable • Flexible • Adaptable • Contemporary • Durable • Pleasing Linc
  • 11. In the head of the consumer Linc
  • 14. No impact on definition Linc
  • 15. Online businesses vs Online channel Linc
  • 16. • Ease of use • Relevant features • Response times • Reliability • Currency • Pricing • Consistency • True of voice Linc
  • 17. • Consistent repetition • Interface representing the brand • Use of technology • Colour reproduction Linc
  • 18. • Website - engaging – interactive, sticky - correct information – instantly updatable - has a purpose, website business plan Linc
  • 19. • EDM - segmented, dynamic based on attributes - relevancy, based on opt-in - timely, based on user stats - measure return on investment, relate this back to brand Linc
  • 20. • Social media - monitor first (listen) - deduce appropriate communication - have a strategy (reason and plan) - measure results Linc
  • 21. You need a success plan Research Strategise Create Engage Monitor Measure Linc
  • 22. • User behaviour - are people interacting, such as retrieving information? • Measure engagement - are people responding accordingly? • Measure sentiment Linc
  • 25. • Online in the plan • Monitor and respond • Test before use • Visual consistency and coordination • Message consistency and coordination • Behaviour consistency and coordination Linc
  • 26. THANK YOU (for not going to sleep)

Editor's Notes

  1. John
  2. Does every business have to worry about branding?
  3. Why is branding important?
  4. What is a brand?
  5. What are the components of a branding strategy?
  6. What approaches are available to build a brand?
  7. What are the critical issues?
  8. How do we express a brand?
  9. What about visual branding?
  10. Where does the brand reside?
  11. How do we know what it is then?
  12. Paul
  13. So what about the online environment?
  14. Potential impact in terms of strategy
  15. Very important in terms of behaviour
  16. A number of considerations in terms of visual branding!
  17. Very important in terms of messaging
  18. Very important in terms of messaging
  19. Very important in terms of messaging
  20. An example, common to social media but applicable everywhere
  21. Significant opportunity in terms of intelligence
  22. Who should monitor the online environment?Conversations are happening whether or not you participate.
  23. Who should monitor the online environment?
  24. Consistent design and layout across browsers and devices