building a meaningful brand online

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