brand consistency for website navigation, social media and seo
DESCRIPTION
What is a brand? How does it translate to your website? How do you implement that brand in an honest and believable way and build your website in the best way possible?TRANSCRIPT
Branding Your WebsiteBrand consistency in navigation,
social media, and SEO
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Website Branding Elements
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Website Branding Elements
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Website Branding Elements
navigation
social media
SEO
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Branding is NOT…
• Logo• Advertising• Identity• Product
- Robert Brunner, AmmunitionGroup
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Branding IS…
• A gut feeling - Robert Brunner, AmmunitionGroup
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Online Brand Consistency
Where does that gut feeling come from?
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Online Brand Consistency
Where does that gut feeling come from?
THE RIGHT ANSWER: “I DON’T KNOW”
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Online Brand Consistency
Where does that gut feeling come from?
THE ANSWER I’LL USE: “CONSISTENCY”
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Online Brand Consistency
Where does that gut feeling come from?
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Online Brand Consistency
Where does that gut feeling come from?
Design + Content + Usability
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Online Brand Consistency
How does demonstrating brand consistency in navigation, social media, and search engine optimization affect my online brand?
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Online Brand Consistency
Brand consistency can indicate consistency in other areas:
1. Customer service2. Product / service quality3. Marketing practices
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Online Brand Consistency
How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?
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Online Brand Consistency
How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?
1. Work toward an honest identity
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Online Brand Consistency
How can a brand or company incorporate brand consistency into navigation, social media and search engine optimization?
1. Work toward an honest identity2. Be consistent with that identity
Navigation
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Navigation
1. Where do users go when they visit your website?
2. How do users feel when they visit your website?
3. How do users create implicit and explicit evaluations of a website?
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Navigation
Branding considerations before developing navigation or creating a site map.
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Navigation
Branding considerations before developing navigation or creating a site map.
1. External buzzwords2. Internal buzzwords3. Key marketing messages4. Long-term / short-term goals5. Mission statement6. Desired user interaction path
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Navigation
Company 1
The XXXXX Pledge is our commitment to how we do business. It is a declaration that compels us to listen more, to consider our actions and their impact broadly, and to lead responsibly. It helps us to convert our values into actions, and to make clear who we are and what we champion.
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Monsanto
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Navigation
Company 2
At XXXXX, we're passionately committed to creating a better world for pets and their owners, now and for generations to come. Over the course of our rich 100-plus-year history, XXXXX has come to stand for passion, expertise and trust. It is these values that will drive our mission over our next 100 years.
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Nestle Purina
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Navigation
Company 3
At XXXXX, we are committed to leaving the world a better place than we found it. Whether it’s by improving working conditions for the people who make our shoes, sponsoring programs aimed at increasing diversity, or funding higher education in our communities, we are actively working to improve the lives of those we touch.
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Navigation
Design = YesContent = YesUsability = Yes
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Brown Shoe
Social Media
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Social Media
Social media brand consistency is more than how your brand looks. Your voice, your brand, company associations and how you use social media to resolve conflicts also says a lot about your brand. • Images• Voice• Connections• Conflict Resolution
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Social Media
ImagesUnidev Home
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Social Media
Voice
HubSpot
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Social Media
ConnectionsStarbucks vs. Best Buy
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Social Media
Conflict ResolutionScottrade
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Social Media
Design = YesContent = YesUsability = Yes (but not as much)
Search Engine Optimization
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Search Engine Optimization
SEO and consistent branding stems beyond meta data, but keywords and buzzwords provide a great starting place.• Buzzwords• Meta Data
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Search Engine Optimization
Buzzwords and Meta Data:“Women’s Summer Sandal”
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Search Engine Optimization
Buzzwords and Meta Data
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Search Engine Optimization
Buzzwords and Meta Data
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Search Engine Optimization
Design = Yes (but not in the traditional sense)Content = YesUsability = Yes
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Summary
• Navigation helps visitors find the valuable content that persuades them to stay on your website, but it also contributes to company branding
• Social Media is a snapshot into your brand or company’s social life
• SEO helps your brand become more visible in the right places and show up for the right search terms
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Summary
Even online, don’t forget to ask yourself….
“Does this fit with my brand?”
Or better yet…
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Summary
“Will this give our customers a good GUT FEELING?”
