Expand Your Brand Without	  FailPresented	  bySolana CrawfordFounder, Chief Design OfficerDESIGN about TOWN               ...
Meet   DESIGN about TOWN
19981994Agency      Solana Crawford                                        Website Design                        Buenos   ...
IntroSolana Crawford Founder, Chief Design O cer                            Project Managers                              ...
IntroBRANDING execution   Print                Online           Collateral               Web                              ...
(   move	  on,	  sol!                          )
Does wheredefine	  what?
Intro Does	  where	  de<ine	  what?
Does looking good    matter?
Intro Does	  looking	  good	  matter?
Intro Does	  looking	  good	  matter?                  TRY ME                                                      TRY ME ...
Intro Does	  looking	  good	  matter?
BRAND
BRAND = LOGO
Brand Basics
Brand Basics
Brand Basics
Brand Basics
Brand Basics
BRAND = EXPERIENCE
Brand Basics
Brand Basics
why?answer
WHY?
is expanding your brand online important?                  YES!               but... why?              SUCCESS period
SUCCESS                  vs.	  	  	  	  	  	  	  FAILUREGOOD user	  experience              BAD user	  experience(        ...
Success vs.	  FailureSUCCESS             GOOD user	  experience                12 3      engagement                       ...
Success vs.	  FailureFAILURE               BAD user	  experience1         disappointing          <irst	  impression       ...
(             )content + image
(             )content + image
Success vs.	  FailureFAILURE               BAD user	  experience1         disappointing          <irst	  impression       ...
Success vs.	  FailureFAILURE    BAD user	  experience1       disappointing        <irst	  impression                      ...
Success vs.	  FailureFAILURE    BAD user	  experience2          frustrating     your	  audience        Misleading content ...
Success vs.	  FailureFAILURE    BAD user	  experience3             ignoring             your	  users                      ...
Success vs.	  FailureSUCCESS             GOOD user	  experience                12 3      engagement                       ...
Success vs.	  FailureSUCCESS   GOOD user	  experience1      engagement            Know your audience                      ...
Success vs.	  FailureSUCCESS   GOOD user	  experience1      engagement                             Facilitate Connection s...
Success vs.	  FailureSUCCESS   GOOD user	  experience2                             Use a consistent voice                 ...
Success vs.	  FailureSUCCESS   GOOD user	  experience3          recognition                             Keep it simple    ...
Success vs.	  Failure
let’s play
Expand your	  brand                            Search                     Name LastName                                   ...
Expand your	  brand       provide insights                   show advantagefacilitate connection                   SUCCESS...
Expand your	  brand       provide insights                   show advantagefacilitate connection                   SUCCESS...
If you want to grow       your business online,you first need to grow your brand.Expand your brand online.  Grow your busi...
Solana Crawford       Founder,	  Chief	  Design	  Of<icer                           Meet   DESIGN about TOWNThank	  you!  ...
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation
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DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation

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Solana Crawford, Founder and Chief Design Officer at DaT -DESIGN about TOWN, presenting at FailCon 2011, Expand Your Brand Online without Fail

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DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation

  1. 1. Expand Your Brand Without  FailPresented  bySolana CrawfordFounder, Chief Design OfficerDESIGN about TOWN October 24, 2011
  2. 2. Meet DESIGN about TOWN
  3. 3. 19981994Agency Solana Crawford Website Design Buenos AiresAdvertising 2005 2000 Started DaT San Francisco 2007 ONLINE BRANDING! 2011 Today
  4. 4. IntroSolana Crawford Founder, Chief Design O cer Project Managers Designers & developers
  5. 5. IntroBRANDING execution Print Online Collateral Web Mobile Social Media 0:00
  6. 6. ( move  on,  sol! )
  7. 7. Does wheredefine  what?
  8. 8. Intro Does  where  de<ine  what?
  9. 9. Does looking good matter?
  10. 10. Intro Does  looking  good  matter?
  11. 11. Intro Does  looking  good  matter? TRY ME TRY ME audience context content
  12. 12. Intro Does  looking  good  matter?
  13. 13. BRAND
  14. 14. BRAND = LOGO
  15. 15. Brand Basics
  16. 16. Brand Basics
  17. 17. Brand Basics
  18. 18. Brand Basics
  19. 19. Brand Basics
  20. 20. BRAND = EXPERIENCE
  21. 21. Brand Basics
  22. 22. Brand Basics
  23. 23. why?answer
  24. 24. WHY?
  25. 25. is expanding your brand online important? YES! but... why? SUCCESS period
  26. 26. SUCCESS vs.              FAILUREGOOD user  experience BAD user  experience( ) GOOD business  plan GOOD business  plan + + GOOD branding BAD branding + + GOOD execution BAD execution = SUCCESS = @#!*:[
  27. 27. Success vs.  FailureSUCCESS GOOD user  experience 12 3 engagement consistency recognition
  28. 28. Success vs.  FailureFAILURE BAD user  experience1 disappointing <irst  impression 2 frustrating your  audience 3 ignoring your  users helloooo ….??
  29. 29. ( )content + image
  30. 30. ( )content + image
  31. 31. Success vs.  FailureFAILURE BAD user  experience1 disappointing <irst  impression 2 frustrating your  audience 3 ignoring your  users helloooo ….??
  32. 32. Success vs.  FailureFAILURE BAD user  experience1 disappointing <irst  impression No brand Weak personality Being perceived as outdated Not understanding the ecosystem Unfriendly design Bad flow No calls to action Irrelevant content Lack of engagement
  33. 33. Success vs.  FailureFAILURE BAD user  experience2 frustrating your  audience Misleading content Unclear message Long loading times Bad usability Wrong promotional efforts Lack of consistency
  34. 34. Success vs.  FailureFAILURE BAD user  experience3 ignoring your  users Bad communication Not paying attention to what they are saying Not responding Restricting feedback helloooo ….??
  35. 35. Success vs.  FailureSUCCESS GOOD user  experience 12 3 engagement consistency recognition
  36. 36. Success vs.  FailureSUCCESS GOOD user  experience1 engagement Know your audience Give your users what they came looking for clearly and fast Provide relevant information to consumer, insights, clear calls to action remove what’s not necessary Produce fresh content constantly and in all channels Show your advantages, your edge, your PERSONALITY Create an experience Tell a story
  37. 37. Success vs.  FailureSUCCESS GOOD user  experience1 engagement Facilitate Connection social media Make your users feel important Think of them as potential fans Speak with your users and not at them Be honest, show the real you, say what you do clearly and right away Build trust Inspire to TAKE ACTION
  38. 38. Success vs.  FailureSUCCESS GOOD user  experience2 Use a consistent voice Deliver a consistent brand experience consistency through online branding website, mobile, social media, applications Stick to your goals both website and business objectives Use visual elements that reinforce your identity style, shapes, fonts, color Be true to yourself Say what you do right away, and clearly Pay attention. Details!
  39. 39. Success vs.  FailureSUCCESS GOOD user  experience3 recognition Keep it simple Show good design Be clear on what differentiates you from your competitors Have good promotional strategies Smart use of visual elements to reinforce your identity: color
  40. 40. Success vs.  Failure
  41. 41. let’s play
  42. 42. Expand your  brand Search Name LastName Anbut @Name @handle 100 100 100 100 Tweets Following Followers Listed Recent Images Tweets Favorites Following Followers Lists Name Person Name 300x250 Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod You and @handle tempor incididunt xx hours ago Name Person Name Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod About Help Blog Mobile Status Jobs Terms Privacy tempor incididunt xx hours ago Name Person Name Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt xx hours ago Name Person Name Search Browse Movies Upload Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt xx hours ago Name Person Name Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod Name tempor incididunt xx hours ago Name NAME’s Channel Suscribe Uploads Favorites Playlists Name Person Name Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt Search xx hours ago Date Added Most Viewed Top Rated Name 100 VIEWS - 4 HOURS AGO Replay Name 100 VIEWS - 4 HOURS AGO 728x90 Name 100 VIEWS - 4 HOURS AGO Name 100 VIEWS - 4 HOURS AGO Name 100 VIEWS - 4 HOURS AGO Name 100 VIEWS - 4 HOURS AGO
  43. 43. Expand your  brand provide insights show advantagefacilitate connection SUCCESSFUL Branding Relevant Know your customers Show your personality Speak with them, not at them think of your users as potential fans Make them feel important Obvious calls to action Make it easy for the users to get what they need fast
  44. 44. Expand your  brand provide insights show advantagefacilitate connection SUCCESSFUL Branding Relevant Know your customers Show your personality DISAPPOINTMENT Speak with them, not at them think of your users as potential fans Make them feel important Obvious calls to action Make it easy for the users to get what they need fast
  45. 45. If you want to grow your business online,you first need to grow your brand.Expand your brand online. Grow your business. period
  46. 46. Solana Crawford Founder,  Chief  Design  Of<icer Meet DESIGN about TOWNThank  you! solana@DESIGNaboutTOWN.com @SolanaCrawford
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