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Your Online Brand Preservation and Promotion
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Your Online BrandPreservation + Promotion
Lesley FosterPresident, Creative DirectionBrown Dog Creative
My Career
BFA Design + Visual Communications, SAIC
Worked in Chicago as a Graphic Designer
Internet Born
Changed Focus to Web Design
Opened Brown Dog 2002
Overview
Defining Brand
Developing Your Brand
Planning
Executing + Promoting
Evaluating
Resources
Brands in the World
Defining BrandThe What, Why and How of Branding
WhatHow do we define brand?
The Sum of Every Piece of Your Organization
All the intentional and unintentional interactions your customers have with your company
Brand =
Collection of deliberate + accidental ways your company portrays itself
Process of managing how facets of your brand come together
Unified whole built around a well defined core
Developing a Strong Brand
Core Concept + Essence
Positioning
Supporting Keys
Clarify the core of your brand
“...is not an advertising slogan nor a description which will change with every communication. Essence should be a long term positioning which changes rarely and is more like a mission statement for a brand.”
Helena RubinsteinManaging Director and founder of the lab, a strategy company that focuses on branding and other related intangible issues
Brown Dog’sBrand ConceptUnique Websites that
Echo Your Brand
Essence
Defined as: The distillation of a brand’s promise into the simplest possible terms
Example #1 - IKEA: cheap modular furniture
Example #2 - Porsche: performance sports cars
Brown Dog’s Essence: “Harmony”
Like the single song of many instruments, Brown Dog Creative delivers websites that work in harmony with your brand. Cutting through the clutter like a best friend’s whistle that calls you to dinner, Brown Dog’s brilliantly-designed websites also get attention. That’s because Brown Dog is a technology dynamo creating more than just award-winning websites. With Brown Dog, you’ll get a loyal partner who listens and delivers interactive technology that helps your brand stand out from the pack. Brown Dog is well trained in marketing, design, message strategy and brand development. So you’ll get a web-based design that is not only an extension of your brand, but one that extends your brand with an interactive presence that makes your product or service look more desirable. And that’s the kind of music that’ll make anyone sit, stay, and surf.
Polished Brand Essence
Should be maintained in such a way that it has 100% recall amongst the whole business team
TIP: Consider an internal presentation to your entire organization.
Essence Works.
Harley-DavidsonAmerican Open Road
VolvoSafety
GodivaRich indulgence
BMWPrecision
KodakMemories
AppleThinking
Do it Yourself or Engage Experts?
Outsiders avoid branding in a mirror
Keep objective perspective
Avoid internal battles and make decisions clear
Positioning:Strategy for the whole brand
Positioning statement that’s narrow enough to be specific to only you but broad enough to include who you’ll be;
It tells insiders how the brand should act
Brand voice that will anchor the visual and written tone of every brand communication;
It tells insiders how the brand should look, feel and speak
Brown Dog’s Positioning Statement
For those to realize the potential of interactive technology, Brown Dog Creative is a web boutique that delivers beautifully-designed websites that work.
Brown Dog’sSupporting Keys
Award-winning design
No-holds barred technology
Well thought out interactive solutions
Loyal client list
Touchpoints
What are some others?
Take Control
If you don’t control your brand others will
You may not like the results
TIP: Use Google Alerts to see what other’s are saying(google.com/alerts)
Planning
Planning Tools
Marketing Schedule
Communications Plan
Analytics Report
Marketing Schedule
Think daily, weekly, monthly and quarterly needs
Concentrate on vertical attack
Communications Plan
Brainstorm ideas ahead of time
Provide a steady stream of communications throughout month - offline and on
Promotion Tools Available
If you aren't 2.0, then use and integrate what is available while you are developing 2.0 site. Many are Free.
Remember, if you aren't talking about your organization online, then someone else is - be the voice!
TOOLS: WordPress, Technorati, Digg, Online press release submissions, article repositories, SEO tools, our old pal, Google (Adwords, Webmaster Tools, Alerts, etc.)
My Top 10 Blog Posts
Problem - Solution
Book review
Events before during and after
Interview - 5 questions
Presentation
Personal experience
Breaking News (Press Release)
Link-rich Resource
Testimonial
How To
Any post can be a video
1-2 minutes is best
Create your organization's YouTube Channel, then upload your videos and embed them into your website.
Or link to it from your other touchpoints: Facebook, Twitter, LinkedIn.
Finding the Time
Retooling offline content - use your website as your main communication tool and reuse its content
Streamline your productivity
Find 30-45 minutes each day
Post ahead, publish and tweet later
Use hashtags (#) to research trending topics
Revisit, Evaluate Often
A reflective process
Engage an advisory committee -volunteer professionals, board or organization representation, constituents, and those you are trying to reach(NOTE: You’re not asking this committee to come up with new communication, but assessing what your current communication is saying.)
Free Resources:
Internet
Webinars
Small Business Center
S.C.O.R.E. - retired expert
Advisory boards
Websites
allaboutbranding.comwebsitegrader.comgoogle.com/alertsgoogle.com/analyticsgoogle.com/adwords
onlineprnews.comprsitelist.comisnare.comhelpareporter.comezinearticles.com
Books
“Crush It”Gary Vaynerchuk
“Guerrilla Social Media Marketing”Jay Conrad Levinson
“Smashing WordPress: Beyond the Blog”Thord Daniel Hedengren“Fascinate: Your 7 Triggers to Persuasion and Captivation”Sally Hogshead
Thank You.
“Customers must recognize that you stand for something.”
- Howard Schultz, Starbucks