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Brand Consistency for Website Navigation, Social Media and SEO

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What is a brand? How does it translate to your website? How do you implement that brand in an honest and believable way and build your website in the best way possible?

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Brand Consistency for Website Navigation, Social Media and SEO

  1. 1. Branding Your WebsiteBrand consistency in navigation, social media, and SEO<br />
  2. 2. Website Branding Elements<br />2<br />
  3. 3. Website Branding Elements<br />3<br />
  4. 4. Website Branding Elements<br />4<br />navigation<br />social media<br />SEO<br />
  5. 5. Branding is NOT…<br />Logo<br />Advertising<br />Identity<br />Product<br />- Robert Brunner, AmmunitionGroup<br />5<br />
  6. 6. Branding IS…<br />A gut feeling <br />- Robert Brunner, AmmunitionGroup<br />6<br />
  7. 7. Online Brand Consistency<br />Where does that gut feeling come from?<br />7<br />
  8. 8. Online Brand Consistency<br />Where does that gut feeling come from?<br />THE RIGHT ANSWER: “I DON’T KNOW”<br />8<br />
  9. 9. Online Brand Consistency<br />Where does that gut feeling come from?<br />THE ANSWER I’LL USE: “CONSISTENCY”<br />9<br />
  10. 10. Online Brand Consistency<br />Where does that gut feeling come from?<br />10<br />
  11. 11. Online Brand Consistency<br />Where does that gut feeling come from?<br />Design + Content + Usability<br />11<br />
  12. 12. Online Brand Consistency<br />How does demonstrating brand consistency in navigation, social media, and search engine optimization affect my online brand?<br />12<br />
  13. 13. Online Brand Consistency<br />Brand consistency can indicate consistency in other areas:<br />Customer service<br />Product / service quality<br />Marketing practices<br />13<br />
  14. 14. Online Brand Consistency<br />How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?<br />14<br />
  15. 15. Online Brand Consistency<br />How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?<br />Work toward an honest identity<br />15<br />
  16. 16. Online Brand Consistency<br />How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?<br />Work toward an honest identity<br />Be consistent with that identity<br />16<br />
  17. 17. Navigation<br />17<br />
  18. 18. Navigation<br />Where do users go when they visit your website? <br />How do users feel when they visit your website? <br />How do users create implicit and explicit evaluations of a website?<br />18<br />
  19. 19. Navigation<br />Branding considerations before developing navigation or creating a site map.<br />19<br />
  20. 20. Navigation<br />Branding considerations before developing navigation or creating a site map.<br />External buzzwords<br />Internal buzzwords<br />Key marketing messages<br />Long-term / short-term goals<br />Mission statement<br />Desired user interaction path<br />20<br />
  21. 21. Navigation<br />Company 1<br />The XXXXX Pledge is our commitment to how we do business. It is a declaration that compels us to listen more, to consider our actions and their impact broadly, and to lead responsibly. It helps us to convert our values into actions, and to make clear who we are and what we champion.<br />21<br />
  22. 22. Monsanto<br />22<br />
  23. 23. Navigation<br />Company 2<br />At XXXXX, we're passionately committed to creating a better world for pets and their owners, now and for generations to come. Over the course of our rich 100-plus-year history, XXXXX has come to stand for passion, expertise and trust. It is these values that will drive our mission over our next 100 years.<br />23<br />
  24. 24. Nestle Purina<br />24<br />
  25. 25. Navigation<br />Company 3<br />At XXXXX, we are committed to leaving the world a better place than we found it. Whether it’s by improving working conditions for the people who make our shoes, sponsoring programs aimed at increasing diversity, or funding higher education in our communities, we are actively working to improve the lives of those we touch.<br />25<br />
  26. 26. Navigation<br />Design = Yes<br />Content = Yes<br />Usability = Yes<br />26<br />
  27. 27. Brown Shoe<br />27<br />
  28. 28. Social Media<br />28<br />
  29. 29. Social Media<br />Social media brand consistency is more than how your brand looks. Your voice, your brand, company associations and how you use social media to resolve conflicts also says a lot about your brand. <br /> Images<br /> Voice<br /> Connections<br /> Conflict Resolution<br />29<br />
  30. 30. Social Media<br />Images<br />30<br />Unidev Home<br />
  31. 31. Social Media<br />Voice<br />31<br />HubSpot<br />
  32. 32. Social Media<br />Connections<br />32<br />Starbucks vs. Best Buy<br />
  33. 33. Social Media<br />Conflict Resolution<br />33<br />Scottrade<br />
  34. 34. Social Media<br />Design = Yes<br />Content = Yes<br />Usability = Yes (but not as much)<br />34<br />
  35. 35. Search Engine Optimization<br />35<br />
  36. 36. Search Engine Optimization<br />SEO and consistent branding stems beyond meta data, but keywords and buzzwords provide a great starting place.<br /> Buzzwords<br /> Meta Data<br />36<br />
  37. 37. Search Engine Optimization<br />Buzzwords and Meta Data:<br />“Women’s Summer Sandal”<br />37<br />
  38. 38. Search Engine Optimization<br />Buzzwords and Meta Data<br />38<br />
  39. 39. Search Engine Optimization<br />Buzzwords and Meta Data<br />39<br />
  40. 40. Search Engine Optimization<br />Design = Yes (but not in the traditional sense)<br />Content = Yes<br />Usability = Yes<br />40<br />
  41. 41. Summary<br />Navigation helps visitors find the valuable content that persuades them to stay on your website, but it also contributes to company branding<br />Social Media is a snapshot into your brand or company’s social life<br />SEO helps your brand become more visible in the right places and show up for the right search terms <br />41<br />
  42. 42. 42<br />
  43. 43. Summary<br />Even online, don’t forget to ask yourself….<br />“Does this fit with my brand?”<br />Or better yet…<br />43<br />
  44. 44. Summary<br />“Will this give our customers a good <br />GUT FEELING?”<br />44<br />
  45. 45. THANK YOU<br />Liz Maritz<br />Liz.Maritz@thenetimpact.com<br />@MizzLiz<br />45<br />
  46. 46. Q&A<br />Liz Maritz<br />Liz.Maritz@thenetimpact.com<br />@MizzLiz<br />46<br />
  • Ck2design

    Jun. 10, 2016
  • only4budi

    Jun. 11, 2015

What is a brand? How does it translate to your website? How do you implement that brand in an honest and believable way and build your website in the best way possible?

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