Your Online Brand
Preservation + Promotion
Lesley Foster
President, Creative Direction
Brown Dog Creative
My Career
BFA Design + Visual
Communications, SAIC
Worked in Chicago as a
Graphic Designer
Internet Born
Changed Focus to
...
Overview
Defining Brand
Developing Your Brand
Planning
Executing + Promoting
Evaluating
Resources
Brands in the World
Defining Brand
The What, Why and
How of Branding
What
How do we define brand?
The Sum of Every Piece
of Your Organization
All the intentional and unintentional interactions
your customers have with yo...
Brand =
Collection of deliberate + accidental ways your
company portrays itself
Process of managing how facets of your bra...
Developing a
Strong Brand
Core Concept + Essence
Positioning
Supporting Keys
Clarify the core of
your brand
“...is not an advertising slogan nor a description
which will change with every communicati...
Brown Dog’s
Brand Concept
Unique Websites that
Echo Your Brand
Essence
Defined as: The distillation of a brand’s promise
into the simplest possible terms
Example #1 - IKEA: cheap modular...
Brown Dog’s Essence:
“Harmony”
Like the single song of many instruments, Brown Dog Creative
delivers websites that work in...
Polished Brand Essence
Should be maintained in such a way that
it has 100% recall amongst the whole
business team
TIP: Con...
Essence Works.
Harley-Davidson
American Open Road
Volvo
Safety
Godiva
Rich indulgence
BMW
Precision
Kodak
Memories
Apple
Thinking
Do it Yourself or
Engage Experts?
Outsiders avoid branding in a mirror
Keep objective perspective
Avoid internal battles a...
Positioning:
Strategy for the whole brand
Positioning statement that’s narrow enough to be
specific to only you but broad e...
Brown Dog’s
Positioning Statement
For those to realize the potential of
interactive technology, Brown Dog Creative is
a we...
Brown Dog’s
Supporting Keys
Award-winning design
No-holds barred technology
Well thought out interactive solutions
Loyal c...
Touchpoints
What are some others?
Take Control
If you don’t control your brand others will
You may not like the results
TIP: Use Google Alerts to see what o...
Planning
Planning Tools
Marketing Schedule
Communications Plan
Analytics Report
Marketing Schedule
Think daily, weekly, monthly and quarterly needs
Concentrate on vertical attack
Communications Plan
Brainstorm ideas ahead of time
Provide a steady stream of communications
throughout month - offline and...
Promotion
Tools Available
If you aren't 2.0, then use and integrate what is
available while you are developing 2.0 site. M...
My Top 10 Blog Posts
Problem - Solution
Book review
Events before
during and after
Interview -
5 questions
Presentation
Pe...
Any post can be a video
1-2 minutes is best
Create your organization's YouTube Channel,
then upload your videos and embed ...
Finding the Time
Retooling offline content - use your website
as your main communication tool and reuse
its content
Streaml...
Revisit, Evaluate Often
A reflective process
Engage an advisory committee -
volunteer professionals, board or organization
...
Free Resources:
Internet
Webinars
Small Business Center
S.C.O.R.E. - retired expert
Advisory boards
Websites
allaboutbranding.com
websitegrader.com
google.com/alerts
google.com/analytics
google.com/adwords
onlineprnews.com...
Books
“Crush It”
Gary Vaynerchuk
“Guerrilla Social Media Marketing”
Jay Conrad Levinson
“Smashing WordPress: Beyond the Bl...
Thank You.
“Customers must recognize
that you stand for
something.”
- Howard Schultz, Starbucks
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Your Online Brand Preservation and Promotion

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Your Online Brand Preservation and Promotion

  1. 1. Your Online Brand Preservation + Promotion Lesley Foster President, Creative Direction Brown Dog Creative
  2. 2. My Career BFA Design + Visual Communications, SAIC Worked in Chicago as a Graphic Designer Internet Born Changed Focus to Web Design Opened Brown Dog 2002
  3. 3. Overview Defining Brand Developing Your Brand Planning Executing + Promoting Evaluating Resources
  4. 4. Brands in the World
  5. 5. Defining Brand The What, Why and How of Branding
  6. 6. What How do we define brand?
  7. 7. The Sum of Every Piece of Your Organization All the intentional and unintentional interactions your customers have with your company
  8. 8. Brand = Collection of deliberate + accidental ways your company portrays itself Process of managing how facets of your brand come together Unified whole built around a well defined core
  9. 9. Developing a Strong Brand Core Concept + Essence Positioning Supporting Keys
  10. 10. Clarify the core of your brand “...is not an advertising slogan nor a description which will change with every communication. Essence should be a long term positioning which changes rarely and is more like a mission statement for a brand.” Helena Rubinstein Managing Director and founder of the lab, a strategy company that focuses on branding and other related intangible issues
  11. 11. Brown Dog’s Brand Concept Unique Websites that Echo Your Brand
  12. 12. Essence Defined as: The distillation of a brand’s promise into the simplest possible terms Example #1 - IKEA: cheap modular furniture Example #2 - Porsche: performance sports cars
  13. 13. Brown Dog’s Essence: “Harmony” Like the single song of many instruments, Brown Dog Creative delivers websites that work in harmony with your brand. Cutting through the clutter like a best friend’s whistle that calls you to dinner, Brown Dog’s brilliantly-designed websites also get attention. That’s because Brown Dog is a technology dynamo creating more than just award-winning websites. With Brown Dog, you’ll get a loyal partner who listens and delivers interactive technology that helps your brand stand out from the pack. Brown Dog is well trained in marketing, design, message strategy and brand development. So you’ll get a web-based design that is not only an extension of your brand, but one that extends your brand with an interactive presence that makes your product or service look more desirable. And that’s the kind of music that’ll make anyone sit, stay, and surf.
  14. 14. Polished Brand Essence Should be maintained in such a way that it has 100% recall amongst the whole business team TIP: Consider an internal presentation to your entire organization.
  15. 15. Essence Works.
  16. 16. Harley-Davidson American Open Road
  17. 17. Volvo Safety
  18. 18. Godiva Rich indulgence
  19. 19. BMW Precision
  20. 20. Kodak Memories
  21. 21. Apple Thinking
  22. 22. Do it Yourself or Engage Experts? Outsiders avoid branding in a mirror Keep objective perspective Avoid internal battles and make decisions clear
  23. 23. Positioning: Strategy for the whole brand Positioning statement that’s narrow enough to be specific to only you but broad enough to include who you’ll be; It tells insiders how the brand should act Brand voice that will anchor the visual and written tone of every brand communication; It tells insiders how the brand should look, feel and speak
  24. 24. Brown Dog’s Positioning Statement For those to realize the potential of interactive technology, Brown Dog Creative is a web boutique that delivers beautifully- designed websites that work.
  25. 25. Brown Dog’s Supporting Keys Award-winning design No-holds barred technology Well thought out interactive solutions Loyal client list
  26. 26. Touchpoints
  27. 27. What are some others?
  28. 28. Take Control If you don’t control your brand others will You may not like the results TIP: Use Google Alerts to see what other’s are saying (google.com/alerts)
  29. 29. Planning
  30. 30. Planning Tools Marketing Schedule Communications Plan Analytics Report
  31. 31. Marketing Schedule Think daily, weekly, monthly and quarterly needs Concentrate on vertical attack
  32. 32. Communications Plan Brainstorm ideas ahead of time Provide a steady stream of communications throughout month - offline and on
  33. 33. Promotion Tools Available If you aren't 2.0, then use and integrate what is available while you are developing 2.0 site. Many are Free. Remember, if you aren't talking about your organization online, then someone else is - be the voice! TOOLS: WordPress, Technorati, Digg, Online press release submissions, article repositories, SEO tools, our old pal, Google (Adwords, Webmaster Tools, Alerts, etc.)
  34. 34. My Top 10 Blog Posts Problem - Solution Book review Events before during and after Interview - 5 questions Presentation Personal experience Breaking News (Press Release) Link-rich Resource Testimonial How To
  35. 35. Any post can be a video 1-2 minutes is best Create your organization's YouTube Channel, then upload your videos and embed them into your website. Or link to it from your other touchpoints: Facebook, Twitter, LinkedIn.
  36. 36. Finding the Time Retooling offline content - use your website as your main communication tool and reuse its content Streamline your productivity Find 30-45 minutes each day Post ahead, publish and tweet later Use hashtags (#) to research trending topics
  37. 37. Revisit, Evaluate Often A reflective process Engage an advisory committee - volunteer professionals, board or organization representation, constituents, and those you are trying to reach (NOTE: You’re not asking this committee to come up with new communication, but assessing what your current communication is saying.)
  38. 38. Free Resources: Internet Webinars Small Business Center S.C.O.R.E. - retired expert Advisory boards
  39. 39. Websites allaboutbranding.com websitegrader.com google.com/alerts google.com/analytics google.com/adwords onlineprnews.com prsitelist.com isnare.com helpareporter.com ezinearticles.com
  40. 40. Books “Crush It” Gary Vaynerchuk “Guerrilla Social Media Marketing” Jay Conrad Levinson “Smashing WordPress: Beyond the Blog” Thord Daniel Hedengren “Fascinate: Your 7 Triggers to Persuasion and Captivation” Sally Hogshead
  41. 41. Thank You. “Customers must recognize that you stand for something.” - Howard Schultz, Starbucks

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