Online Branding Introduction and Best Practices


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An introduction to branding as a concept, an overview of branding best practices, and a guide to online branding including branding for social media.

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  • Nice presentation. This will surely be of great help to others who are planning to create their brands online, whether they are large corporations or individuals.
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  • IBM is an example of a brand being repositioned Apple changed its name from Apple Computer in 2007. Now they run iTunes and make phones
  • Online Branding Introduction and Best Practices

    1. 1. Introduction to Online Branding <ul><li>by Measured Voice </li></ul>
    2. 2. Agenda <ul><li>Branding 101 </li></ul><ul><li>Brand fundamentals </li></ul><ul><li>Brand identity best practices </li></ul><ul><li>Online branding best practices </li></ul>
    3. 3. Branding 101 <ul><li>A brand, at its core, is a set of ideals </li></ul>
    4. 4. What is a brand? What is a brand? <ul><li>A brand is shorthand for an organization’s value and reputation </li></ul><ul><li>Brands help customers remember organizations and what they stand for </li></ul><ul><li>People develop strong feelings toward brands, including loyalty, love, and disdain </li></ul><ul><li>Branding is important for organizations of all sizes and even individuals </li></ul><ul><li>A logo is not a brand </li></ul>branding iron by robalicious on Flickr
    5. 5. What is a brand? What is brand identity? <ul><li>Brand identity is comprised of the tangible things people associate with your brand </li></ul><ul><li>Components of a company’s brand identity can include its name, logo, voice, or the uniforms of its employees </li></ul><ul><li>Brand identities appeal to people’s senses to remind them of a brand and its qualities </li></ul>The American Alphabet 2000 Heidi Cody (cc) by-nc-sa
    6. 6. What is a brand? Who makes a brand? <ul><li>Brands are build through countless touchpoints and experiences </li></ul><ul><li>Every interaction, touchpoint, and experience a person has with an organization contributes to that organization’s brand </li></ul><ul><li>Strong brands are built by organizations that create consistent consumer touchpoints </li></ul><ul><li>Ultimately brands exist in the minds of consumers </li></ul>Is the Whole Foods brand shaped by its name, logo, products, customers, employees or its CEO?
    7. 7. What is a brand? Why invest in branding? <ul><li>Organizations require a strong branding strategy to survive in a cluttered marketing landscape </li></ul><ul><li>Consumers experience ~6,000 marketing messages each day—strong brands are able to distinguish themselves </li></ul><ul><li>Employees of organizations with a strong brand benefit from a clear understanding of their objectives </li></ul><ul><li>Strong branding increases organizations’ value by increasing awareness, repurchase, and customer loyalty </li></ul>Top Global Brands 2008 © 2009 Interbrand
    8. 8. What is a brand? When to invest in branding <ul><li>Organizations benefit from investment in branding at a number of stages </li></ul><ul><li>Reasons to invest in branding: </li></ul><ul><li>Launch a new company or product </li></ul><ul><li>Name change </li></ul><ul><li>Reposition a brand </li></ul><ul><li>Revitalize a brand that’s fallen behind </li></ul><ul><li>Create consistency out of fragmented operations </li></ul><ul><li>Merge companies </li></ul>Many organizations are currently softening their brands New York Times
    9. 9. Brand fundamentals <ul><li>A brand is based on the ideals and capabilities of the organization behind it </li></ul>
    10. 10. Brand identity fundamentals Vision <ul><li>Great brands are built upon grand visions that describe what a company ultimately wants to accomplish or become </li></ul><ul><li>Organizational visions are often set by founders or executives and rarely change </li></ul><ul><li>A strong vision can energize staff, attract collaborators, and recruit top talent </li></ul><ul><li>A vision should stand on its own as a core statement that describes why an organization exists </li></ul><ul><li>Few organizations publicly reveal their vision statements </li></ul>Imagine a world in which every single human being can freely share in the sum of all knowledge. That's our commitment. Wikimedia Foundation Vision Statement
    11. 11. Brand identity fundamentals Mission <ul><li>An organization builds its brand while carrying out a mission to achieve its vision </li></ul><ul><li>A mission statement broadly describes an organization’s activities, scope, and core values </li></ul><ul><li>Mission statements may change more frequently than vision statements </li></ul><ul><li>A coherent mission statement helps organizations by: </li></ul><ul><ul><li>Ensuring that staff, consultants, contractors and clients are working toward the same goals </li></ul></ul><ul><ul><li>Informing voice and tone </li></ul></ul><ul><ul><li>Enabling consistency across all programs </li></ul></ul>The mission of the Wikimedia Foundation is to empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally. Wikimedia Foundation Vision Statement
    12. 12. Brand identity fundamentals Values <ul><li>Organizational value statements, founding principles, philosophies or other guidelines can also reinforce a brand </li></ul><ul><li>Vision, mission, and value statements only work if they are championed by leadership and adopted by staff </li></ul><ul><li>Focus on the user and all else will follow. </li></ul><ul><li>It's best to do one thing really, really well. </li></ul><ul><li>Fast is better than slow. </li></ul><ul><li>Democracy on the web works. </li></ul><ul><li>You don't need to be at your desk to need an answer. </li></ul><ul><li>You can make money without doing evil. </li></ul><ul><li>There's always more information out there. </li></ul><ul><li>The need for information crosses all borders. </li></ul><ul><li>You can be serious without a suit. </li></ul><ul><li>Great just isn't good enough. </li></ul>The Google Philosophy “ Ten things [Google] knows to be true”
    13. 13. Brand identity best practices <ul><li>The best brands identities are consistent and meaningful </li></ul>
    14. 14. Brand identity best practices Coherence <ul><li>A good brand is quickly recognized wherever it is encountered </li></ul><ul><li>Coherence is achieved through: </li></ul><ul><li>Uniform look and feel </li></ul><ul><li>Unified voice </li></ul><ul><li>Consistent strategy </li></ul><ul><li>Constant quality </li></ul><ul><li>Clarity and simplicity </li></ul>What do you expect from McDonald’s?
    15. 15. Brand identity best practices Names <ul><li>A brand name gains strength by being used consistently and frequently </li></ul><ul><li>Qualities of effective names </li></ul><ul><li>Recognizable </li></ul><ul><li>Memorable </li></ul><ul><li>Meaningful </li></ul><ul><li>Legally defensible </li></ul><ul><li>Common types of names </li></ul><ul><li>Founder (Ben & Jerry’s) </li></ul><ul><li>Descriptive (Petco) </li></ul><ul><li>Fabricated (Hägen-Dazs) </li></ul><ul><li>Metaphor (Twitter) </li></ul><ul><li>Acronym (CNN) </li></ul><ul><li>Combinations of the above </li></ul>Names are extremely important on the Internet How many names do you recognize in this picture?
    16. 16. Brand identity best practices Taglines <ul><li>Taglines are quick phrases that capture a brand’s essence and appeal to people’s emotions </li></ul><ul><li>Tagline Characteristics </li></ul><ul><li>Short </li></ul><ul><li>Unique </li></ul><ul><li>Easy to say and remember </li></ul><ul><li>No negative connotations </li></ul><ul><li>Evoke an emotional response </li></ul><ul><li>Difficult to create </li></ul><ul><li>How many do you recognize? </li></ul><ul><li>Just do it </li></ul><ul><li>Think different </li></ul><ul><li>Expect more. Pay less. </li></ul><ul><li>A diamond is forever </li></ul><ul><li>The ultimate driving machine </li></ul><ul><li>You’re in good hands </li></ul><ul><li>Drivers wanted </li></ul><ul><li>All the News That’s Fit to Print </li></ul><ul><li>Happy jetting </li></ul><ul><li>Government made easy </li></ul>
    17. 17. Brand identity best practices Voice and tone <ul><li>A brand’s voice can underscore or undermine its message and reputation </li></ul><ul><li>An effective brand voice is: </li></ul><ul><li>Consistent across all channels of communication </li></ul><ul><li>Easily understood by its audience </li></ul><ul><li>Reflective of its organization’s vision and beliefs </li></ul><ul><li>Elements of a brand’s voice and tone include: </li></ul><ul><li>Content </li></ul><ul><li>Style </li></ul><ul><li>Personality </li></ul><ul><li>Vocabulary </li></ul><ul><li>Punctuation!?!? </li></ul>You’ve got mail!
    18. 18. Brand identity best practices Staying on message <ul><li>Effective brands adhere to a memorable, identifiable, and customer-centered message </li></ul><ul><li>Every communication, from every outlet, is an opportunity to reinforce the brand’s message </li></ul><ul><li>Consistency is built on repetition </li></ul><ul><li>A brand’s message should be polished, clear, brief, and precise </li></ul><ul><li>Maximize impact by eliminating language that distracts from your message </li></ul>Apple uses very specific language to talk about its products
    19. 19. Brand identity best practices Logos <ul><li>Logos use shape and color to instantly remind customers of their brands </li></ul><ul><li>Logos exploit the fact that the brain processes shapes and colors faster than language </li></ul>
    20. 20. Brand identity best practices Logos – stewardship <ul><li>Many companies use guidelines to ensure that logos stand out are used consistently </li></ul>
    21. 21. Brand identity best practices Look and feel <ul><li>Look and feel refers to visual and tactical elements that makes a brand distinct and recognizable </li></ul><ul><li>Contributors to look and feel </li></ul><ul><li>Design </li></ul><ul><li>Color palettes </li></ul><ul><li>Imagery </li></ul><ul><li>Typography </li></ul><ul><li>Sensory </li></ul>familiar straw by paper or plastic? on Flickr
    22. 22. Brand identity best practices Color palettes <ul><li>A brand’s color system should be easily recognizable </li></ul><ul><li>A company may have one overarching color system with different systems for individual products or business lines </li></ul><ul><li>Color systems should include RGB or HEX codes to facilitate design for the Internet </li></ul><ul><li>A well-defined color system simplifies design decisions </li></ul><ul><li>Some companies, such as Tiffany & Co. and Kodak, have trademarked their key colors </li></ul>Century 21 colors
    23. 23. Brand identity best practices Typography <ul><li>Brands use consistent rules for typography to reinforce their look, feel, and tone </li></ul><ul><li>Some organizations have designed their own typeface to distinguish their brand </li></ul><ul><li>Well-defined typography guidelines simplify design decisions </li></ul>Barack Obama for President consistently used the Gotham typeface in campaign materials
    24. 24. Brand identity best practices Brand architecture <ul><li>Brand architecture refers to interrelationship of a parent company and its brands </li></ul><ul><li>Brand architecture seeks to simplify naming, marketing decisions, and operations </li></ul><ul><li>Brand architecture systems are extremely varied across organizations </li></ul>
    25. 25. Brand identity best practices Governance <ul><li>A brand identity is maintained through guidelines and vigilant maintenance </li></ul><ul><li>Brands are kept healthy by individuals with executive authority over brand identity decisions </li></ul><ul><li>Staff should be trained using documented brand guidelines to recognize elements of the brand identity and how to use them properly </li></ul>
    26. 26. Online branding best practices <ul><li>The Internet presents new opportunities for organizations to build and maintain their brands </li></ul>
    27. 27. Online branding best practices Domain and URLs <ul><li>The URL is many people’s first point of contact with an organization’s online brand </li></ul><ul><li>Characteristics of good domains and URLs </li></ul><ul><li>Easy to say, spell and remember </li></ul><ul><li>Consistent with brand name </li></ul><ul><li>Descriptive </li></ul><ul><li>Readable </li></ul><ul><li>Intuitive </li></ul><ul><li>Clean </li></ul><ul><li>Where do you think these go? </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    28. 28. Online branding best practices Content <ul><li>Internet users become loyal to site content before they become loyal to a site’s design or the organization behind the design </li></ul><ul><li>People interact with organizations online largely through content </li></ul><ul><li>Content should be easy to find, understand, and share online </li></ul><ul><li>Content should appeal to its audience and be consistent </li></ul><ul><li>Developing an effective content strategy is a key element of online branding </li></ul><ul><li>Cascading style sheets (CSS) are a brand’s best friend to maintain consistent look and feel across content </li></ul>Which domain has content that I can trust and understand?
    29. 29. Online branding best practices User experience <ul><li>Users are loyal to online services that “just work” and are easy and pleasant to use </li></ul><ul><li>Positive user experiences make it easy for users accomplish their tasks, engendering loyalty </li></ul><ul><li>Frustrating and error-laden user experiences damage users’ brand perceptions </li></ul>Recognize that huge button?
    30. 30. Online branding best practices Usernames <ul><li>Organizations should follow consistent naming guidelines when choosing usernames for social media sites and other Internet services </li></ul><ul><li>Usernames should match the brand name as closely as possible </li></ul><ul><li>Consider brand architecture when choosing usernames </li></ul><ul><li>Consider that usernames may appear in a variety of contexts including vanity URLs and alongside comments </li></ul>Social media provides many opportunities to highlight brand names
    31. 31. Online branding best practices Profile pictures <ul><li>Follow branding guidelines to choose consistent profile pictures customize themes on social media sites </li></ul><ul><li>Profile pictures should incorporate branding elements appropriately into the dimensions of a profile picture </li></ul><ul><li>Consider how profile pictures may be resized or used in different contexts </li></ul>Do you recognize these Twitter profile pictures?
    32. 32. Online branding best practices Favicons <ul><li>A favicon is a tiny icon that helps distinguish pages and domains </li></ul><ul><li>Favicons help users identify content by appearing alongside URLs in browsers’ address bars, tabs, and bookmark menus </li></ul><ul><li>Favicons remind users that they are in the right spot </li></ul><ul><li>The favicon provides another opportunity to reinforce visual branding elements </li></ul>Favicons offer subtle brand reminders
    33. 33. Questions? <ul><li>Get in touch: </li></ul><ul><li>Jed Sundwall </li></ul><ul><li>619-681-1856 x208 </li></ul><ul><li>[email_address] </li></ul><ul><li>@jedsundwall on Twitter </li></ul>