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7 minutes presentation by Olga Slavkina for Cleverwood's participation at the Devcom conference.More: http://bit.ly/devcom
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7 minutes to assess your online brand strategyN°Olga Slavkina
Brand and marketing strategy consultant
Assess your business strategy
What role does brand building play in your strategy?– Make your business strategy brand-focused and customer-focused to
achieve profitability– Connect other all elements of your business strategy (financial
performance, logistics, customer acquisition, etc) to your brand vision
Overall strategy
Brand vision
Assess your marketing strategy
Make sure that your marketing strategy is customer-focused• All elements of your consumer touch points (places and situations in which your
customers come in touch with your product) have to correspond to and support your brand vision
• Check if your current marketing mix is well-suited to build your brand online
Flickr photos by jamiefreaky and Pink Moose
Assess your customer segment(s)
Those who discover your brand on the webare not only online customers . “ ”Make sure you know their habits, likes and dislikes both on- and off- line!
Understanding your consumer segments is the most crucial element in your online and traditional brand strategy
– Do you serve a profitable niche?
– Are you good at spotting opportunities in additional segments to explore?
– How do you describe your customers?
Assess your brand values
• Your brand values are not formed in your corporate HQ, but in the hearts and minds of your consumers = real people
• Consumers also have the power to change your brand values overnight!
• You don't own your brand, but you can make sure you do everything so that brand values conceived by you are well taken by your consumers!
Photo by kevindooley on Flickr
Assess your brand's online channels
• A Facebook fan page? A Twitter account? A Flickr photostream? A YouTube channel? And yes, a blog!
Avoid being in socialmedia just for the sake of it. Your online presenceshould fit with the rest of yourstrategy...
Assess the link between online branding and “traditional” marketing
• Your online brand should connect to real l i fe customers• Your real life customers should find enough interest and
motivation to check out your brand's presence online• Remember: online is just one piece of the puzzle!
WWW
About Olga Slavkina
A multilingual brand and marketing strategyconsultant
Expertise: brand and marketing strategy,building brands online, customer-focusedmarketing, consumer Internet, new luxury goodsand services
MBA from a top-ranked IE Business SchoolExecutive marketing education at ESSEC & LBSbusiness schools
Site: www.schmoozyfox.com
Twitter: @FunkyBizBabe
LinkedIn: olgaslavkina
Phone: +32 488 282 155
If you want to get in touch…
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