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

Expand Your Brand Without FailPresented bySolana CrawfordFounder, Chief Design OfficerDESIGN about TOWN October 24, 2011

Meet DESIGN about TOWN

19981994Agency Solana Crawford Website Design Buenos AiresAdvertising 2005 2000 Started DaT San Francisco 2007 ONLINE BRANDING! 2011 Today

IntroSolana Crawford Founder, Chief Design O cer Project Managers Designers & developers

IntroBRANDING execution Print Online Collateral Web Mobile Social Media 0:00

( 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 audience context content

Intro Does looking good matter?

BRAND = LOGO

Brand Basics

BRAND = EXPERIENCE

Brand Basics

why?answer

is expanding your brand online important? YES! but... why? SUCCESS period

SUCCESS vs. FAILUREGOOD user experience BAD user experience( ) GOOD business plan GOOD business plan + + GOOD branding BAD branding + + GOOD execution BAD execution = SUCCESS = @#!*:[

Success vs. FailureSUCCESS GOOD user experience 12 3 engagement consistency recognition

Success vs. FailureFAILURE BAD user experience1 disappointing <irst impression 2 frustrating your audience 3 ignoring your users helloooo ….??

( )content + image

Success vs. FailureFAILURE BAD user experience1 disappointing <irst impression 2 frustrating your audience 3 ignoring your users helloooo ….??

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irst impression No brand Weak personality Being perceived as outdated Not understanding the ecosystem Unfriendly design Bad flow No calls to action Irrelevant content Lack of engagement

Success vs. FailureFAILURE BAD user experience2 frustrating your audience Misleading content Unclear message Long loading times Bad usability Wrong promotional efforts Lack of consistency

Success vs. FailureFAILURE BAD user experience3 ignoring your users Bad communication Not paying attention to what they are saying Not responding Restricting feedback helloooo ….??

Success vs. FailureSUCCESS GOOD user experience 12 3 engagement consistency recognition

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

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

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!

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

Success vs. Failure

let’s play

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

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

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

If you want to grow your business online,you first need to grow your brand.Expand your brand online. Grow your business. period

Solana Crawford Founder, Chief Design Of<icer Meet DESIGN about TOWNThank you! solana@DESIGNaboutTOWN.com @SolanaCrawford

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

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