Branding online
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This document discusses branding online and provides tips for effective online branding. It emphasizes that online branding requires a clear strategy, visual consistency across platforms, and coordinated messaging. Key aspects of an online branding strategy include having an engaging website with up-to-date information, using email marketing and social media effectively with a focus on listening first and having a clear plan, and measuring user behavior, engagement, and sentiment to monitor the brand's online presence. Consistent repetition of the brand's message and interface across all digital channels is important to represent the brand online.
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Branding online
- 3. YES Linc
- 4. Costs Value Linc
- 6. Linc
- 7. Passive Active Linc
- 8. Strategy Expression Linc
- 9. Behaviour Visually Messaging Linc
- 10. • Distinctive • Memorable • Flexible • Adaptable • Contemporary • Durable • Pleasing Linc
- 11. In the head of the consumer Linc
- 13. Online Linc
- 14. No impact on definition Linc
- 15. Online businesses vs Online channel Linc
- 16. • Ease of use • Relevant features • Response times • Reliability • Currency • Pricing • Consistency • True of voice Linc
- 17. • Consistent repetition • Interface representing the brand • Use of technology • Colour reproduction Linc
- 18. • Website - engaging – interactive, sticky - correct information – instantly updatable - has a purpose, website business plan Linc
- 19. • EDM - segmented, dynamic based on attributes - relevancy, based on opt-in - timely, based on user stats - measure return on investment, relate this back to brand Linc
- 20. • Social media - monitor first (listen) - deduce appropriate communication - have a strategy (reason and plan) - measure results Linc
- 21. You need a success plan Research Strategise Create Engage Monitor Measure Linc
- 22. • User behaviour - are people interacting, such as retrieving information? • Measure engagement - are people responding accordingly? • Measure sentiment Linc
- 23. Everyone Linc
- 24. Some Tips Linc
- 25. • Online in the plan • Monitor and respond • Test before use • Visual consistency and coordination • Message consistency and coordination • Behaviour consistency and coordination Linc
- 26. THANK YOU (for not going to sleep)
Editor's Notes
- John
- Does every business have to worry about branding?
- Why is branding important?
- What is a brand?
- What are the components of a branding strategy?
- What approaches are available to build a brand?
- What are the critical issues?
- How do we express a brand?
- What about visual branding?
- Where does the brand reside?
- How do we know what it is then?
- Paul
- So what about the online environment?
- Potential impact in terms of strategy
- Very important in terms of behaviour
- A number of considerations in terms of visual branding!
- Very important in terms of messaging
- Very important in terms of messaging
- Very important in terms of messaging
- An example, common to social media but applicable everywhere
- Significant opportunity in terms of intelligence
- Who should monitor the online environment?Conversations are happening whether or not you participate.
- Who should monitor the online environment?
- Consistent design and layout across browsers and devices