Online Branding-Elements of a Successful Brand

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Information about Online Branding-Elements of a Successful Brand
Business & Mgmt

Published on November 5, 2008

Author: SensoryBranding

Source: slideshare.net

Description

Information about what goes into a successful brand strategy, naming conventions for your brand, and how to bring the brand to life online. To learn more, visit www.six-degrees.com/brand-strategy

Online Branding www.six-degrees.com Frank R. Schab

Online Branding

www.six-degrees.com

The knowledge, perceptions and feelings associated with something that has been given an identity (e.g., a name, look & feel) So, a brand can be a… Product Company Currency Service Group Activity Person Character Location Country Building etc.

The knowledge, perceptions and feelings associated with something that has been given an identity (e.g., a name, look & feel)

So, a brand can be a…

Product Company Currency

Service Group Activity

Person Character Location

Country Building etc.

Differentiate from competitors Create preference for your offering Convey quality/trust Escape pressure to compete on price Identify ownership Prove authenticity Build economic value

Differentiate from competitors

Create preference for your offering

Convey quality/trust

Escape pressure to compete on price

Identify ownership

Prove authenticity

Build economic value

Price of branded product versus price of unbranded equivalent Future cash flows attributable to brand Achievable premium in M&A

Price of branded product versus price of unbranded equivalent

Future cash flows attributable to brand

Achievable premium in M&A

Branding in the online environment follows the same fundamentals as in the offline world However, there are a few additional considerations for implementing branding online. . .

Branding in the online environment follows the same fundamentals as in the offline world

However, there are a few additional considerations for implementing branding online. . .

Opportunity assessment Strategy development Identity & messaging creation Implementation tools Measurement

Opportunity assessment

Strategy development

Identity & messaging creation

Implementation tools

Measurement

Interview brand owners to assess brand perceptions, aspirations, strengths, weaknesses, barriers, etc and determine internal alignment Review existing/commission new customer insight research to determine needs/wants, brand perceptions, purchase behaviors, etc Understand market drivers & dynamics, examine trends that may impact brand Audit communications and performance of competitors

Develop the brand platform E X T E R N A L I N T E R N A L

Determine the perceptions to create around the brand that support the brand promise

Make sure strategy meets at least these three criteria

Name development Identity creation Tagline/messaging development consider message testing with target audience to ensure it is “on strategy”

Name development

Identity creation

Tagline/messaging development

consider message testing with target audience to ensure it is “on strategy”

Naming is hard! Consider hiring a branding firm Use repeated brainstorming sessions with people from different backgrounds Liberally consult resources (thesaurus, mythology books, history books, etc) Consider brand platform and brand perceptions

Naming is hard!

Consider hiring a branding firm

Use repeated brainstorming sessions with people from different backgrounds

Liberally consult resources (thesaurus, mythology books, history books, etc)

Consider brand platform and brand perceptions

Consider types of names: descriptive coined/abstract metaphorical acronym Evaluate candidates on key criteria: pronounceability implied meaning associations uniqueness positive clarity memorability protectable endurance internationality/cultural appropriateness Name more critical for online than offline

Consider types of names:

descriptive coined/abstract

metaphorical acronym

Evaluate candidates on key criteria:

pronounceability implied meaning

associations uniqueness

positive clarity

memorability protectable

endurance internationality/cultural appropriateness

Name more critical for online than offline

Categories of brand marks: Literal to symbolic/abstract Name driven to image driven Conceptually simple to conceptually complex No hard and fast rules exist Basic criteria: Meaningful to target audiences Different from competition Credible for the brand

Categories of brand marks:

Literal to symbolic/abstract

Name driven to image driven

Conceptually simple to conceptually complex

No hard and fast rules exist

Basic criteria:

Meaningful to target audiences

Different from competition

Credible for the brand

Types of tag lines: Descriptive (“On your side”) Command/imperative (“Invent”) Provocative (“Got milk?”) Superlative (“The ultimate driving machine”) Key criteria: clear & concise reflects brand strategy different/unique no negative associations credible for brand memorable protectable

Types of tag lines:

Descriptive (“On your side”)

Command/imperative (“Invent”)

Provocative (“Got milk?”)

Superlative (“The ultimate driving machine”)

Key criteria:

clear & concise reflects brand strategy

different/unique no negative associations

credible for brand memorable

protectable

In our experience, it’s valuable to have those who worked on the brand strategy develop a messaging architecture to ensure that final messaging is on strategy Components of messaging architecture: Primary & secondary conceptual (unrefined) messages to each key audience Ideal format and tonality for each conceptual message along with supporting information/data

In our experience, it’s valuable to have those who worked on the brand strategy develop a messaging architecture to ensure that final messaging is on strategy

Components of messaging architecture:

Primary & secondary conceptual (unrefined) messages to each key audience

Ideal format and tonality for each conceptual message along with supporting information/data

Interactivity (hyperlinks, mix of words & video, short games/animations, podcasts, etc.) Mini-funnel sites that allow a brand to “own” certain messages (questions, issues, phrases, etc.) by purchasing the message as a url and linking it to brand Social media/marketing which enables a brand to facilitate a debate of interest to the brand and build networks of influencers The internet provides some new methods for brand building:

Interactivity (hyperlinks, mix of words & video, short games/animations, podcasts, etc.)

Mini-funnel sites that allow a brand to “own” certain messages (questions, issues, phrases, etc.) by purchasing the message as a url and linking it to brand

Social media/marketing which enables a brand to facilitate a debate of interest to the brand and build networks of influencers

Use of Keyword Effectiveness Index (KEI) analysis to enhance the brand’s prominence Web sites that are emotionally responsive through enhanced personalization/customization made possible by digital technology

Use of Keyword Effectiveness Index (KEI) analysis to enhance the brand’s prominence

Web sites that are emotionally responsive through enhanced personalization/customization made possible by digital technology

online tools allow for ease of measurement determine key metrics: financial targets new customers retention awareness brand strength changes in brand over time etc.

online tools allow for ease of measurement

determine key metrics:

financial targets

new customers

retention

awareness

brand strength

changes in brand over time

etc.

The fundamentals of online branding are the same as for offline branding Online branding differs from offline branding in the following ways: Communications online are faster and continuous (i.e., 24/7) You cede control of the brand message more quickly online, where customers will talk about your brand how they see fit Accordingly, online brands are more interactive than offline brands and demand a different level of responsiveness online Online and offline branding should be considered in an integrated, strategic manner

The fundamentals of online branding are the same as for offline branding

Online branding differs from offline branding in the following ways:

Communications online are faster and continuous (i.e., 24/7)

You cede control of the brand message more quickly online, where customers will talk about your brand how they see fit

Accordingly, online brands are more interactive than offline brands and demand a different level of responsiveness online

Online and offline branding should be considered in an integrated, strategic manner

 

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