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

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

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.)

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

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.

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.

© Rob Fay

Tips

Strategic Brand Platform Vision Mission Values Objectives Audiences Positioning Personality

Vision

Mission

Values

Objectives

Audiences

Positioning

Personality

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

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

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

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)

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)

Discussion © Jeremy Crow

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