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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  • Nice presentation. This will surely be of great help to others who are planning to create their brands online, whether they are large corporations or individuals.
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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