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Online Branding Introduction and Best Practices

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Jed Sundwall
Jed Sundwall

A strong brand identity provides consistency across all touchpoints and reinforces an organization's values and mission. On the internet, maintaining branding best practices such as coherent design, memorable names and taglines, consistent voice and tone, and high-quality content helps build loyalty and distinguish an organization from competitors. Effective online branding also prioritizes positive user experiences and uses elements like logos, profile pictures, and favicons to instantly remind users of the brand across digital platforms.

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Introduction to Online Branding ,[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
Branding 101 ,[object Object]
What is a brand? What is a brand? ,[object Object],[object Object],[object Object],[object Object],[object Object],branding iron by robalicious on Flickr
What is a brand? What is brand identity? ,[object Object],[object Object],[object Object],The American Alphabet 2000 Heidi Cody (cc) by-nc-sa
What is a brand? Who makes a brand? ,[object Object],[object Object],[object Object],[object Object],Is the Whole Foods brand shaped by its name, logo, products, customers, employees or its CEO?
What is a brand? Why invest in branding? ,[object Object],[object Object],[object Object],[object Object],Top Global Brands 2008 © 2009 Interbrand
What is a brand? When to invest in branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Many organizations are currently softening their brands New York Times
Brand fundamentals ,[object Object]
Brand identity fundamentals Vision ,[object Object],[object Object],[object Object],[object Object],[object Object],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
Brand identity fundamentals Mission ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
Brand identity fundamentals Values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Google Philosophy “ Ten things [Google] knows to be true”
Brand identity best practices ,[object Object]
Brand identity best practices Coherence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What do you expect from McDonald’s?
Brand identity best practices Names ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Names are extremely important on the Internet How many names do you recognize in this picture?
Brand identity best practices Taglines ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand identity best practices Voice and tone ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],You’ve got mail!
Brand identity best practices Staying on message ,[object Object],[object Object],[object Object],[object Object],[object Object],Apple uses very specific language to talk about its products
Brand identity best practices Logos ,[object Object],[object Object]
Brand identity best practices Logos – stewardship ,[object Object]
Brand identity best practices Look and feel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],familiar straw by paper or plastic? on Flickr
Brand identity best practices Color palettes ,[object Object],[object Object],[object Object],[object Object],[object Object],Century 21 colors
Brand identity best practices Typography ,[object Object],[object Object],[object Object],Barack Obama for President consistently used the Gotham typeface in campaign materials
Brand identity best practices Brand architecture ,[object Object],[object Object],[object Object]
Brand identity best practices Governance ,[object Object],[object Object],[object Object]
Online branding best practices ,[object Object]
Online branding best practices Domain and URLs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Online branding best practices Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Which domain has content that I can trust and understand?
Online branding best practices User experience ,[object Object],[object Object],[object Object],Recognize that huge button?
Online branding best practices Usernames ,[object Object],[object Object],[object Object],[object Object],Social media provides many opportunities to highlight brand names
Online branding best practices Profile pictures ,[object Object],[object Object],[object Object],Do you recognize these Twitter profile pictures?
Online branding best practices Favicons ,[object Object],[object Object],[object Object],[object Object],Favicons offer subtle brand reminders
Questions? ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Online Branding Introduction and Best Practices

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Editor's Notes

  1. 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