Are you online just for the sake of it? Or are you leveraging social media to build value for your brand? These slides will give you some tips on what to consider BEFORE beginning to establish your brand on the web.

1. N°
7 minutes to assess your
online brand strategy
O lga Slavkina
Brand and marketing strategy consultant

2. 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

3. 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

4. Assess your customer
segment(s)

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? Those who discover
your brand on the web
– How do you describe your are not only “online customers”.
customers? Make sure you know their habits,
likes and dislikes both on- and
off- line!

5. 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

6. 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 social
media just for the sake of
it. Your online presence
should fit with the rest of your
strategy...

7. Assess the link between online
branding and “traditional”
marketing
• Your online brand should connect to real life 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

8. About Olga Slavkina
A multilingual brand and marketing strategy
consultant
Expertise: brand and marketing strategy,
building brands online, customer-focused
marketing, consumer Internet, new luxury goods
and services
MBA from a top-ranked IE Business School
Executive marketing education at ESSEC & LBS
business schools
Site: www.schmoozyfox.com
Twitter: @FunkyBizBabe
LinkedIn: olgaslavkina
Phone: +32 488 282 155