Brand Consistency for Website Navigation, Social Media and SEO
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Brand Consistency for Website Navigation, Social Media and SEO

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What is a brand? How does it translate to your website? How do you implement that brand in an honest and believable way and build your website in the best way possible?

What is a brand? How does it translate to your website? How do you implement that brand in an honest and believable way and build your website in the best way possible?

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Brand Consistency for Website Navigation, Social Media and SEO Presentation Transcript

  • 1. Branding Your WebsiteBrand consistency in navigation, social media, and SEO
  • 2. Website Branding Elements
    2
  • 3. Website Branding Elements
    3
  • 4. Website Branding Elements
    4
    navigation
    social media
    SEO
  • 5. Branding is NOT…
    Logo
    Advertising
    Identity
    Product
    - Robert Brunner, AmmunitionGroup
    5
  • 6. Branding IS…
    A gut feeling
    - Robert Brunner, AmmunitionGroup
    6
  • 7. Online Brand Consistency
    Where does that gut feeling come from?
    7
  • 8. Online Brand Consistency
    Where does that gut feeling come from?
    THE RIGHT ANSWER: “I DON’T KNOW”
    8
  • 9. Online Brand Consistency
    Where does that gut feeling come from?
    THE ANSWER I’LL USE: “CONSISTENCY”
    9
  • 10. Online Brand Consistency
    Where does that gut feeling come from?
    10
  • 11. Online Brand Consistency
    Where does that gut feeling come from?
    Design + Content + Usability
    11
  • 12. Online Brand Consistency
    How does demonstrating brand consistency in navigation, social media, and search engine optimization affect my online brand?
    12
  • 13. Online Brand Consistency
    Brand consistency can indicate consistency in other areas:
    Customer service
    Product / service quality
    Marketing practices
    13
  • 14. Online Brand Consistency
    How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?
    14
  • 15. Online Brand Consistency
    How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?
    Work toward an honest identity
    15
  • 16. Online Brand Consistency
    How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?
    Work toward an honest identity
    Be consistent with that identity
    16
  • 17. Navigation
    17
  • 18. Navigation
    Where do users go when they visit your website?
    How do users feel when they visit your website?
    How do users create implicit and explicit evaluations of a website?
    18
  • 19. Navigation
    Branding considerations before developing navigation or creating a site map.
    19
  • 20. Navigation
    Branding considerations before developing navigation or creating a site map.
    External buzzwords
    Internal buzzwords
    Key marketing messages
    Long-term / short-term goals
    Mission statement
    Desired user interaction path
    20
  • 21. Navigation
    Company 1
    The XXXXX Pledge is our commitment to how we do business. It is a declaration that compels us to listen more, to consider our actions and their impact broadly, and to lead responsibly. It helps us to convert our values into actions, and to make clear who we are and what we champion.
    21
  • 22. Monsanto
    22
  • 23. Navigation
    Company 2
    At XXXXX, we're passionately committed to creating a better world for pets and their owners, now and for generations to come. Over the course of our rich 100-plus-year history, XXXXX has come to stand for passion, expertise and trust. It is these values that will drive our mission over our next 100 years.
    23
  • 24. Nestle Purina
    24
  • 25. Navigation
    Company 3
    At XXXXX, we are committed to leaving the world a better place than we found it. Whether it’s by improving working conditions for the people who make our shoes, sponsoring programs aimed at increasing diversity, or funding higher education in our communities, we are actively working to improve the lives of those we touch.
    25
  • 26. Navigation
    Design = Yes
    Content = Yes
    Usability = Yes
    26
  • 27. Brown Shoe
    27
  • 28. Social Media
    28
  • 29. Social Media
    Social media brand consistency is more than how your brand looks. Your voice, your brand, company associations and how you use social media to resolve conflicts also says a lot about your brand.
    Images
    Voice
    Connections
    Conflict Resolution
    29
  • 30. Social Media
    Images
    30
    Unidev Home
  • 31. Social Media
    Voice
    31
    HubSpot
  • 32. Social Media
    Connections
    32
    Starbucks vs. Best Buy
  • 33. Social Media
    Conflict Resolution
    33
    Scottrade
  • 34. Social Media
    Design = Yes
    Content = Yes
    Usability = Yes (but not as much)
    34
  • 35. Search Engine Optimization
    35
  • 36. Search Engine Optimization
    SEO and consistent branding stems beyond meta data, but keywords and buzzwords provide a great starting place.
    Buzzwords
    Meta Data
    36
  • 37. Search Engine Optimization
    Buzzwords and Meta Data:
    “Women’s Summer Sandal”
    37
  • 38. Search Engine Optimization
    Buzzwords and Meta Data
    38
  • 39. Search Engine Optimization
    Buzzwords and Meta Data
    39
  • 40. Search Engine Optimization
    Design = Yes (but not in the traditional sense)
    Content = Yes
    Usability = Yes
    40
  • 41. Summary
    Navigation helps visitors find the valuable content that persuades them to stay on your website, but it also contributes to company branding
    Social Media is a snapshot into your brand or company’s social life
    SEO helps your brand become more visible in the right places and show up for the right search terms
    41
  • 42. 42
  • 43. Summary
    Even online, don’t forget to ask yourself….
    “Does this fit with my brand?”
    Or better yet…
    43
  • 44. Summary
    “Will this give our customers a good
    GUT FEELING?”
    44
  • 45. THANK YOU
    Liz Maritz
    Liz.Maritz@thenetimpact.com
    @MizzLiz
    45
  • 46. Q&A
    Liz Maritz
    Liz.Maritz@thenetimpact.com
    @MizzLiz
    46