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Your Website As An Experience of  Your Brand Farra Trompeter Big Duck [email_address]
A few quickies <ul><li>Meet the Panelists </li></ul><ul><li>Session Overview  </li></ul><ul><li>Interaction </li></ul><ul>...
What is  branding?
Smart brands are: <ul><li>Consistent at all points of contact </li></ul><ul><li>Driven by a shared vision and mission, exe...
Elements of a strong nonprofit brand <ul><li>Organizational  </li></ul><ul><ul><li>(vision, mission, values, objectives, a...
Positioning The big, differentiating idea you strive to own in the minds of your target audiences. © Daniel Aubry
<ul><li>Personality  </li></ul>
 
 
 
 
 
 
 
 
 
It’s not about you…
What are some ways to meet your audience’s needs?
 
 
 
<ul><li>Name:  Anika, sibling </li></ul><ul><li>Occupation:  Grad Student </li></ul><ul><li>Age:  24 </li></ul><ul><li>Gen...
© Rob Fay
 
 
Tips
Strategic Brand Platform <ul><li>Vision </li></ul><ul><li>Mission </li></ul><ul><li>Values </li></ul><ul><li>Objectives </...
Visual check list <ul><li>Logo </li></ul><ul><li>Primary and secondary color palette </li></ul><ul><li>Typography system <...
Messaging check list <ul><li>Name </li></ul><ul><li>Tagline </li></ul><ul><li>Brand Positioning Statement </li></ul><ul><l...
DO Try This at Home… <ul><li>Determine your positioning… What makes you unique? </li></ul><ul><li>Determine your personali...
Resources Resources
<ul><li>Big Duck Articles and Podcasts </li></ul><ul><li>http://www.bigducknyc.com/resources </li></ul><ul><ul><li>Your we...
Discussion © Jeremy Crow
TXT Your Session Evaluation! TXT  NTC191  to  69866 Or complete online at  http://nten.org/ntc-eval  or on a paper evaluat...
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09NTC: Your Website as an Experience of Your Brand (Big Duck)

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Many nonprofits invest in their logos and messaging, and strive to communicate their organization's brand consistently, with varying degrees of success. In this session, we used examples and case studies to examine how copywriting, design, structure, color, and more work together to communicate an organization's personality, positioning, and identity. We also suggested ways to make sure your site is audience-centric -- built to work for them, not (just) for you -- from development to launch, and beyond.

Case studies featured:
* City Year
* Cross-Cultural Solutions
* Environmental Defense Fund
* PETA

Published in: Design, Technology
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09NTC: Your Website as an Experience of Your Brand (Big Duck)

  1. 1. Your Website As An Experience of Your Brand Farra Trompeter Big Duck [email_address]
  2. 2. A few quickies <ul><li>Meet the Panelists </li></ul><ul><li>Session Overview </li></ul><ul><li>Interaction </li></ul><ul><ul><li>Q/A with each case study </li></ul></ul><ul><ul><li>Discussion after all presentations </li></ul></ul><ul><ul><li>Big topics noted on chart </li></ul></ul><ul><ul><li>Light twitter monitoring: #09NTC.webbrand </li></ul></ul>
  3. 3. What is branding?
  4. 4. Smart brands are: <ul><li>Consistent at all points of contact </li></ul><ul><li>Driven by a shared vision and mission, executed through copy and visuals </li></ul><ul><li>Managed proactively </li></ul>
  5. 5. Elements of a strong nonprofit brand <ul><li>Organizational </li></ul><ul><ul><li>(vision, mission, values, objectives, audiences) </li></ul></ul><ul><li>Conceptual </li></ul><ul><ul><li>(personality, positioning statement- internal only) </li></ul></ul><ul><li>Visual </li></ul><ul><ul><li>(logo, colors, fonts, use of imagery) </li></ul></ul><ul><li>Written </li></ul><ul><ul><li>(names(s), tagline, mission statement, key messages, boilerplate) </li></ul></ul><ul><li>Spoken </li></ul><ul><li>(elevator pitch) </li></ul><ul><li>6. Experiential </li></ul><ul><li>(programs spaces, website, social media, print, phones, etc.) </li></ul>
  6. 6. Positioning The big, differentiating idea you strive to own in the minds of your target audiences. © Daniel Aubry
  7. 7. <ul><li>Personality </li></ul>
  8. 17. It’s not about you…
  9. 18. What are some ways to meet your audience’s needs?
  10. 22. <ul><li>Name: Anika, sibling </li></ul><ul><li>Occupation: Grad Student </li></ul><ul><li>Age: 24 </li></ul><ul><li>Gender: Female </li></ul><ul><li>Education: Grad school </li></ul><ul><li>Location: Colorado </li></ul><ul><li>Computing and Web experience: very comfortable </li></ul><ul><li>Personal Web behavior patterns: Facebook + MySpace user; online shopping; checks email several times a day; texts </li></ul><ul><li>Goals: Brother has just enlisted/commissioned in military; did not grow up in military family; wants to learn more about the military culture/lifestyle and how to support her brother (and his family when he starts one); wants to develop and feel a connection </li></ul><ul><li>Activities: Search and read up on ways to support brother/family; search for programs/activities/online communities of military family members to go to for info and support and to get involved; does not see much for siblings or much info in military lingo that is along the lines of “military for dummies” and bookmarks it for future reference; does not take the time to sign up to receive info but does not foresee herself returning frequently to search for more info or new info. </li></ul>
  11. 23. © Rob Fay
  12. 26. Tips
  13. 27. Strategic Brand Platform <ul><li>Vision </li></ul><ul><li>Mission </li></ul><ul><li>Values </li></ul><ul><li>Objectives </li></ul><ul><li>Audiences </li></ul><ul><li>Positioning </li></ul><ul><li>Personality </li></ul>
  14. 28. Visual check list <ul><li>Logo </li></ul><ul><li>Primary and secondary color palette </li></ul><ul><li>Typography system </li></ul><ul><li>Approach to imagery </li></ul><ul><li>Visual sub-brands </li></ul>
  15. 29. Messaging check list <ul><li>Name </li></ul><ul><li>Tagline </li></ul><ul><li>Brand Positioning Statement </li></ul><ul><li>Brand personality attributes </li></ul><ul><li>Key messages </li></ul><ul><li>Vision, mission, values statements </li></ul><ul><li>Boilerplate copy </li></ul><ul><li>Elevator pitches </li></ul><ul><li>Lexicon/language usage guidelines </li></ul>
  16. 30. DO Try This at Home… <ul><li>Determine your positioning… What makes you unique? </li></ul><ul><li>Determine your personality… Who are you? </li></ul><ul><li>Prioritize your audiences… Do you know them? </li></ul><ul><li>Review your website, emails, social media… Do they reflect who you are? </li></ul><ul><li>Ask your audiences… What do they think? </li></ul><ul><li>Update creative across all channels </li></ul>
  17. 31. Resources Resources
  18. 32. <ul><li>Big Duck Articles and Podcasts </li></ul><ul><li>http://www.bigducknyc.com/resources </li></ul><ul><ul><li>Your website as an experience of your brand (newsletter) </li></ul></ul><ul><ul><li>Women’s Sport Foundation Brand Evolution (newsletter) </li></ul></ul><ul><ul><li>What does your website say about you? (newsletter) </li></ul></ul><ul><ul><li>Is your organization a Mac or a PC (newsletter) </li></ul></ul><ul><ul><li>Who Are You? Personify Your Organization (podcast </li></ul></ul><ul><li>Books </li></ul><ul><li>Don’t Make Me Think: A Common Sense Approach to Web Usability by Steve Krug </li></ul><ul><li>- (http://tinyurl.com/web-usability) </li></ul>
  19. 33. Discussion © Jeremy Crow
  20. 34. TXT Your Session Evaluation! TXT NTC191 to 69866 Or complete online at http://nten.org/ntc-eval or on a paper evaluation available in the session room. Each completed session evaluation enters you to win a FREE 2010 NTC Registration!

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