09NTC: Your Website as an Experience of Your Brand (Big Duck)

Your Website As An Experience of Your Brand Farra Trompeter Big Duck [email_address]

A few quickies
Meet the Panelists
Session Overview
Interaction
Q/A with each case study
Discussion after all presentations
Big topics noted on chart
Light twitter monitoring: #09NTC.webbrand

What is branding?

Smart brands are:
Consistent at all points of contact
Driven by a shared vision and mission, executed through copy and visuals
Managed proactively

Elements of a strong nonprofit brand
Organizational
(vision, mission, values, objectives, audiences)
Conceptual
(personality, positioning statement- internal only)
Visual
(logo, colors, fonts, use of imagery)
Written
(names(s), tagline, mission statement, key messages, boilerplate)
Spoken
(elevator pitch)
6. Experiential
(programs spaces, website, social media, print, phones, etc.)

Positioning The big, differentiating idea you strive to own in the minds of your target audiences. © Daniel Aubry

Personality

It’s not about you…

What are some ways to meet your audience’s needs?

Name: Anika, sibling
Occupation: Grad Student
Age: 24
Gender: Female
Education: Grad school
Location: Colorado
Computing and Web experience: very comfortable
Personal Web behavior patterns: Facebook + MySpace user; online shopping; checks email several times a day; texts
Goals: Brother has just enlisted/commissioned in military; did not grow up in military family; wants to learn more about the military culture/lifestyle and how to support her brother (and his family when he starts one); wants to develop and feel a connection
Activities: Search and read up on ways to support brother/family; search for programs/activities/online communities of military family members to go to for info and support and to get involved; does not see much for siblings or much info in military lingo that is along the lines of “military for dummies” and bookmarks it for future reference; does not take the time to sign up to receive info but does not foresee herself returning frequently to search for more info or new info.

Strategic Brand Platform
Vision
Mission
Values
Objectives
Audiences
Positioning
Personality

Visual check list
Logo
Primary and secondary color palette
Typography system
Approach to imagery
Visual sub-brands

Messaging check list
Name
Tagline
Brand Positioning Statement
Brand personality attributes
Key messages
Vision, mission, values statements
Boilerplate copy
Elevator pitches
Lexicon/language usage guidelines

DO Try This at Home…
Determine your positioning… What makes you unique?
Determine your personality… Who are you?
Prioritize your audiences… Do you know them?
Review your website, emails, social media… Do they reflect who you are?
Ask your audiences… What do they think?
Update creative across all channels

Resources Resources

Big Duck Articles and Podcasts
http://www.bigducknyc.com/resources
Your website as an experience of your brand (newsletter)
Women’s Sport Foundation Brand Evolution (newsletter)
What does your website say about you? (newsletter)
Is your organization a Mac or a PC (newsletter)
Who Are You? Personify Your Organization (podcast
Books
Don’t Make Me Think: A Common Sense Approach to Web Usability by Steve Krug
- (http://tinyurl.com/web-usability)

TXT Your Session Evaluation! TXT NTC191 to 69866 Or complete online at http://nten.org/ntc-eval or on a paper evaluation available in the session room. Each completed session evaluation enters you to win a FREE 2010 NTC Registration!

09NTC: Your Website as an Experience of Your Brand (Big Duck)

by Farra Trompeter, Big Duck

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