Upload
melissa-balkon
View
179
Download
2
Embed Size (px)
Citation preview
strongdesign.co | #meaningfulbrand | @melissabalkon
BUILDING AMEANINGFUL BRAND
ONLINE
Founder + Lead Designer at Strong Design Studios
www.strongdesign.co
MELISSA BALKON
A brand is not a logo.
A brand is your audience’scollective impression of you.
Branding is the processof designing the experience
associated with your organization.
When a brand is well-defined, it allows for differentiation
within a market—and o!en to charge a premium.
Your website presents a huge opportunity to reinforce your
brand image.
A FEW THINGS TOCONSIDER BEFOREGETTING STARTED
Define your audience.
Authentici" is key.
Beware of defaults.
Branding is a process.
THEMEANINGFUL BRANDMade up of 2 layers
!e foundation layer is composed of the core qualities
that define who you are.
!e experience layer iscomposed of how you execute the foundational qualities of
your brand.
THE FOUNDATIONLAYERIncludes 3 components
PURPOSE!e reason your business exists.
WHY DO YOU NEED IT?
It is a guiding light for organizational strategy
It helps you build your business with intent
HOW DO YOU FIND IT?
Why did you start the business?
What activity do you love most, and why?
When would you work for free?
Your purpose should not be monetary
Your purpose should not be a description of your product or service
DEFAULTS TO AVOID
Challenge the status quo and delight users.
Organize the world’s information.
Refresh the world and inspire moments of optimism and happiness.
Create a “third place” between work and home.
VALUESYour deeply-held beliefs.
WHY DO YOU NEED THEM?
They will help make quicker, better decisions
Help you determine client and staff fit
Customers are drawn to what they believe in
HOW DO YOU FIND THEM?
What clients/projects do you love, and why?
What clients/projects do you hate, and why?
Complete the statement “We value...” or “We believe...”
DEFAULTS TO AVOID:
Certain criteria are expected (e.g. integrity, professionalism, trustworthiness, etc.)
Would anyone want to be the opposite of this?
Deliver WOW through service
Fight for the humans.
Assume the best.
STYLEYour unique personality or character.
WHY DO YOU NEED IT?
Unique style will differentiate your organization
Customers are drawn to style they value
Style can become iconic to your company
HOW DO YOU FIND IT?
How does your organization do things?
Are there trends in aesthetic decisions made in your organization?
Beware of generic, overused traits (e.g. simple, professional, modern, etc.)
Would anyone want to be the opposite of this?
DEFAULTS TO AVOID:
Motivating, competitive, aggressive, bold
Rebellious, edgy, bold, unexpected
Fresh, trendy, design-focused
THE EXPERIENCELAYERIncludes 3 components
VISUALHow your brand experience
is translated visually.
Logo
Colors
Typefaces
Typography
Illustration
Iconography
Photography
Pattern
Etc.
Just do it.
JUST DO IT.
VERBALHow your brand experience
is translated verbally.
Voice/point-of-view
Tone
Structure
Length
GIVE IT A WHIRL.
JUST DO IT.
INTERACTIONHow your brand experience is
translated through your actions.
Interaction design
Service design
Retail experience
Packaging design
Product offering
Process design
THE MEANINGFULBRAND
A FEW LESSONSLEARNED ALONG
THE WAY...
Gain insights fromcustomers and staff
Make time for branding
Your brand willcontinue to evolve
MORE RESOURCES:
Start With Why by Simon Sinek
Positioning for Professionals by Tim Williams
The Brand Gap by Marty Neumeier
Melissa Balkon – @melissabalkon
QUESTIONS?slideshare.net/mbalkon/building-a-meaningful-brand-online