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Your Online Brand Preservation and Promotion
- 1. Your Online Brand Preservation + Promotion Lesley Foster President, Creative Direction Brown Dog Creative
- 2. 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
- 3. Overview Defining Brand Developing Your Brand Planning Executing + Promoting Evaluating Resources
- 4. Brands in the World
- 5. Defining Brand The What, Why and How of Branding
- 6. What How do we define brand?
- 7. The Sum of Every Piece of Your Organization All the intentional and unintentional interactions your customers have with your company
- 8. 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
- 9. Developing a Strong Brand Core Concept + Essence Positioning Supporting Keys
- 10. 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 Rubinstein Managing Director and founder of the lab, a strategy company that focuses on branding and other related intangible issues
- 11. Brown Dog’s Brand Concept Unique Websites that Echo Your Brand
- 12. 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
- 13. 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.
- 14. 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.
- 15. Essence Works.
- 17. Volvo Safety
- 19. BMW Precision
- 20. Kodak Memories
- 21. Apple Thinking
- 22. Do it Yourself or Engage Experts? Outsiders avoid branding in a mirror Keep objective perspective Avoid internal battles and make decisions clear
- 23. 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
- 24. 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.
- 25. Brown Dog’s Supporting Keys Award-winning design No-holds barred technology Well thought out interactive solutions Loyal client list
- 26. Touchpoints
- 27. What are some others?
- 28. 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)
- 29. Planning
- 30. Planning Tools Marketing Schedule Communications Plan Analytics Report
- 31. Marketing Schedule Think daily, weekly, monthly and quarterly needs Concentrate on vertical attack
- 32. Communications Plan Brainstorm ideas ahead of time Provide a steady stream of communications throughout month - offline and on
- 33. 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.)
- 34. 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
- 35. 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.
- 36. 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
- 37. 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.)
- 38. Free Resources: Internet Webinars Small Business Center S.C.O.R.E. - retired expert Advisory boards
- 40. 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
- 41. Thank You. “Customers must recognize that you stand for something.” - Howard Schultz, Starbucks