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Online Branding Introduction and Best Practices

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An introduction to branding as a concept, an overview of branding best practices, and a guide to online branding including branding for social media.

An introduction to branding as a concept, an overview of branding best practices, and a guide to online branding including branding for social media.

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  • IBM is an example of a brand being repositioned Apple changed its name from Apple Computer in 2007. Now they run iTunes and make phones
  • Transcript

    • 1. Introduction to Online Branding
      • by Measured Voice
    • 2. Agenda
      • Branding 101
      • Brand fundamentals
      • Brand identity best practices
      • Online branding best practices
    • 3. Branding 101
      • A brand, at its core, is a set of ideals
    • 4. What is a brand? What is a brand?
      • A brand is shorthand for an organization’s value and reputation
      • Brands help customers remember organizations and what they stand for
      • People develop strong feelings toward brands, including loyalty, love, and disdain
      • Branding is important for organizations of all sizes and even individuals
      • A logo is not a brand
      branding iron by robalicious on Flickr
    • 5. What is a brand? What is brand identity?
      • Brand identity is comprised of the tangible things people associate with your brand
      • Components of a company’s brand identity can include its name, logo, voice, or the uniforms of its employees
      • Brand identities appeal to people’s senses to remind them of a brand and its qualities
      The American Alphabet 2000 Heidi Cody (cc) by-nc-sa
    • 6. What is a brand? Who makes a brand?
      • Brands are build through countless touchpoints and experiences
      • Every interaction, touchpoint, and experience a person has with an organization contributes to that organization’s brand
      • Strong brands are built by organizations that create consistent consumer touchpoints
      • Ultimately brands exist in the minds of consumers
      Is the Whole Foods brand shaped by its name, logo, products, customers, employees or its CEO?
    • 7. What is a brand? Why invest in branding?
      • Organizations require a strong branding strategy to survive in a cluttered marketing landscape
      • Consumers experience ~6,000 marketing messages each day—strong brands are able to distinguish themselves
      • Employees of organizations with a strong brand benefit from a clear understanding of their objectives
      • Strong branding increases organizations’ value by increasing awareness, repurchase, and customer loyalty
      Top Global Brands 2008 © 2009 Interbrand
    • 8. What is a brand? When to invest in branding
      • Organizations benefit from investment in branding at a number of stages
      • Reasons to invest in branding:
      • Launch a new company or product
      • Name change
      • Reposition a brand
      • Revitalize a brand that’s fallen behind
      • Create consistency out of fragmented operations
      • Merge companies
      Many organizations are currently softening their brands New York Times
    • 9. Brand fundamentals
      • A brand is based on the ideals and capabilities of the organization behind it
    • 10. Brand identity fundamentals Vision
      • Great brands are built upon grand visions that describe what a company ultimately wants to accomplish or become
      • Organizational visions are often set by founders or executives and rarely change
      • A strong vision can energize staff, attract collaborators, and recruit top talent
      • A vision should stand on its own as a core statement that describes why an organization exists
      • Few organizations publicly reveal their vision statements
      Imagine a world in which every single human being can freely share in the sum of all knowledge. That's our commitment. Wikimedia Foundation Vision Statement
    • 11. Brand identity fundamentals Mission
      • An organization builds its brand while carrying out a mission to achieve its vision
      • A mission statement broadly describes an organization’s activities, scope, and core values
      • Mission statements may change more frequently than vision statements
      • A coherent mission statement helps organizations by:
        • Ensuring that staff, consultants, contractors and clients are working toward the same goals
        • Informing voice and tone
        • Enabling consistency across all programs
      The mission of the Wikimedia Foundation is to empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally. Wikimedia Foundation Vision Statement
    • 12. Brand identity fundamentals Values
      • Organizational value statements, founding principles, philosophies or other guidelines can also reinforce a brand
      • Vision, mission, and value statements only work if they are championed by leadership and adopted by staff
      • Focus on the user and all else will follow.
      • It's best to do one thing really, really well.
      • Fast is better than slow.
      • Democracy on the web works.
      • You don't need to be at your desk to need an answer.
      • You can make money without doing evil.
      • There's always more information out there.
      • The need for information crosses all borders.
      • You can be serious without a suit.
      • Great just isn't good enough.
      The Google Philosophy “ Ten things [Google] knows to be true”
    • 13. Brand identity best practices
      • The best brands identities are consistent and meaningful
    • 14. Brand identity best practices Coherence
      • A good brand is quickly recognized wherever it is encountered
      • Coherence is achieved through:
      • Uniform look and feel
      • Unified voice
      • Consistent strategy
      • Constant quality
      • Clarity and simplicity
      What do you expect from McDonald’s?
    • 15. Brand identity best practices Names
      • A brand name gains strength by being used consistently and frequently
      • Qualities of effective names
      • Recognizable
      • Memorable
      • Meaningful
      • Legally defensible
      • Common types of names
      • Founder (Ben & Jerry’s)
      • Descriptive (Petco)
      • Fabricated (Hägen-Dazs)
      • Metaphor (Twitter)
      • Acronym (CNN)
      • Combinations of the above
      Names are extremely important on the Internet How many names do you recognize in this picture?
    • 16. Brand identity best practices Taglines
      • Taglines are quick phrases that capture a brand’s essence and appeal to people’s emotions
      • Tagline Characteristics
      • Short
      • Unique
      • Easy to say and remember
      • No negative connotations
      • Evoke an emotional response
      • Difficult to create
      • How many do you recognize?
      • Just do it
      • Think different
      • Expect more. Pay less.
      • A diamond is forever
      • The ultimate driving machine
      • You’re in good hands
      • Drivers wanted
      • All the News That’s Fit to Print
      • Happy jetting
      • Government made easy
    • 17. Brand identity best practices Voice and tone
      • A brand’s voice can underscore or undermine its message and reputation
      • An effective brand voice is:
      • Consistent across all channels of communication
      • Easily understood by its audience
      • Reflective of its organization’s vision and beliefs
      • Elements of a brand’s voice and tone include:
      • Content
      • Style
      • Personality
      • Vocabulary
      • Punctuation!?!?
      You’ve got mail!
    • 18. Brand identity best practices Staying on message
      • Effective brands adhere to a memorable, identifiable, and customer-centered message
      • Every communication, from every outlet, is an opportunity to reinforce the brand’s message
      • Consistency is built on repetition
      • A brand’s message should be polished, clear, brief, and precise
      • Maximize impact by eliminating language that distracts from your message
      Apple uses very specific language to talk about its products
    • 19. Brand identity best practices Logos
      • Logos use shape and color to instantly remind customers of their brands
      • Logos exploit the fact that the brain processes shapes and colors faster than language
    • 20. Brand identity best practices Logos – stewardship
      • Many companies use guidelines to ensure that logos stand out are used consistently
    • 21. Brand identity best practices Look and feel
      • Look and feel refers to visual and tactical elements that makes a brand distinct and recognizable
      • Contributors to look and feel
      • Design
      • Color palettes
      • Imagery
      • Typography
      • Sensory
      familiar straw by paper or plastic? on Flickr
    • 22. Brand identity best practices Color palettes
      • A brand’s color system should be easily recognizable
      • A company may have one overarching color system with different systems for individual products or business lines
      • Color systems should include RGB or HEX codes to facilitate design for the Internet
      • A well-defined color system simplifies design decisions
      • Some companies, such as Tiffany & Co. and Kodak, have trademarked their key colors
      Century 21 colors
    • 23. Brand identity best practices Typography
      • Brands use consistent rules for typography to reinforce their look, feel, and tone
      • Some organizations have designed their own typeface to distinguish their brand
      • Well-defined typography guidelines simplify design decisions
      Barack Obama for President consistently used the Gotham typeface in campaign materials
    • 24. Brand identity best practices Brand architecture
      • Brand architecture refers to interrelationship of a parent company and its brands
      • Brand architecture seeks to simplify naming, marketing decisions, and operations
      • Brand architecture systems are extremely varied across organizations
    • 25. Brand identity best practices Governance
      • A brand identity is maintained through guidelines and vigilant maintenance
      • Brands are kept healthy by individuals with executive authority over brand identity decisions
      • Staff should be trained using documented brand guidelines to recognize elements of the brand identity and how to use them properly
    • 26. Online branding best practices
      • The Internet presents new opportunities for organizations to build and maintain their brands
    • 27. Online branding best practices Domain and URLs
      • The URL is many people’s first point of contact with an organization’s online brand
      • Characteristics of good domains and URLs
      • Easy to say, spell and remember
      • Consistent with brand name
      • Descriptive
      • Readable
      • Intuitive
      • Clean
      • Where do you think these go?
      • nba.com
      • nba.com/wizards
      • apple.com/iphone
      • facebook.com/cocacola
      • patagonia.com/about
      • en.wikipedia.org/wiki/Abraham_Lincoln
    • 28. Online branding best practices Content
      • Internet users become loyal to site content before they become loyal to a site’s design or the organization behind the design
      • People interact with organizations online largely through content
      • Content should be easy to find, understand, and share online
      • Content should appeal to its audience and be consistent
      • Developing an effective content strategy is a key element of online branding
      • Cascading style sheets (CSS) are a brand’s best friend to maintain consistent look and feel across content
      Which domain has content that I can trust and understand?
    • 29. Online branding best practices User experience
      • Users are loyal to online services that “just work” and are easy and pleasant to use
      • Positive user experiences make it easy for users accomplish their tasks, engendering loyalty
      • Frustrating and error-laden user experiences damage users’ brand perceptions
      Recognize that huge button?
    • 30. Online branding best practices Usernames
      • Organizations should follow consistent naming guidelines when choosing usernames for social media sites and other Internet services
      • Usernames should match the brand name as closely as possible
      • Consider brand architecture when choosing usernames
      • Consider that usernames may appear in a variety of contexts including vanity URLs and alongside comments
      Social media provides many opportunities to highlight brand names
    • 31. Online branding best practices Profile pictures
      • Follow branding guidelines to choose consistent profile pictures customize themes on social media sites
      • Profile pictures should incorporate branding elements appropriately into the dimensions of a profile picture
      • Consider how profile pictures may be resized or used in different contexts
      Do you recognize these Twitter profile pictures?
    • 32. Online branding best practices Favicons
      • A favicon is a tiny icon that helps distinguish pages and domains
      • Favicons help users identify content by appearing alongside URLs in browsers’ address bars, tabs, and bookmark menus
      • Favicons remind users that they are in the right spot
      • The favicon provides another opportunity to reinforce visual branding elements
      Favicons offer subtle brand reminders
    • 33. Questions?
      • Get in touch:
      • Jed Sundwall
      • 619-681-1856 x208
      • [email_address]
      • @jedsundwall on Twitter