Farra TrompeterBig DuckFarra@bigducknyc.com

Your Website As An Experience of

Your Brand

A few quickies

• Meet the Panelists

• Session Overview

• Interaction– Q/A with each case study– Discussion after all presentations– Big topics noted on chart– Light twitter monitoring:

#09NTC.webbrand

What is branding?

Smart brands are:

• Consistent at all points of contact• Driven by a shared vision and mission, executed through copy and visuals

• Managed proactively

Elements of a strong nonprofit brand

1. Organizational (vision, mission, values, objectives, audiences)

2. Conceptual (personality, positioning statement- internal only)

3. Visual (logo, colors, fonts, use of imagery)

4. Written (names(s), tagline, mission statement, key messages, boilerplate)

5. Spoken (elevator pitch)

6. Experiential (programs spaces, website, social media, print, phones, etc.)

Positioning

The big, differentiating idea you strive to own in the minds of your target audiences.

© Daniel Aubry

Personality

QuickTime™ and a decompressor

are needed to see this picture.

It’s not about you…

What are some ways to meet your audience’s needs?

• Name: Anika, sibling

• Occupation: Grad Student

• Age: 24

• Gender: Female

• Education: Grad school

• Location: Colorado

• Computing and Web experience: very comfortable

• Personal Web behavior patterns: Facebook + MySpace user; online shopping; checks email several times a day; texts

• Goals: Brother has just enlisted/commissioned in military; did not grow up in military family; wants to learn more about the military culture/lifestyle and how to support her brother (and his family when he starts one); wants to develop and feel a connection

•Activities: Search and read up on ways to support brother/family; search for programs/activities/online communities of military family members to go to for info and support and to get involved; does not see much for siblings or much info in military lingo that is along the lines of “military for dummies” and bookmarks it for future reference; does not take the time to sign up to receive info but does not foresee herself returning frequently to search for more info or new info.

© Rob Fay

Tips

Strategic Brand Platform

Vision Mission Values Objectives Audiences Positioning Personality

Visual check list

Logo Primary and secondary color palette Typography system Approach to imagery Visual sub-brands

Messaging check list

Name Tagline Brand Positioning Statement Brand personality attributes Key messages Vision, mission, values statements Boilerplate copy Elevator pitches Lexicon/language usage guidelines

DO Try This at Home…

1. Determine your positioning… What makes you unique?

2. Determine your personality… Who are you?

3. Prioritize your audiences… Do you know them?

4. Review your website, emails, social media… Do they reflect who you are?

5. Ask your audiences… What do they think?

6. Update creative across all channels

ResourcesResources

• Big Duck Articles and Podcasts http://www.bigducknyc.com/resources

- Your website as an experience of your brand

(newsletter)- Women’s Sport Foundation Brand Evolution

(newsletter)- What does your website say about you?

(newsletter)- Is your organization a Mac or a PC (newsletter)- Who Are You? Personify Your Organization

(podcast

• Books

Don’t Make Me Think: A Common Sense Approach to Web Usability by Steve Krug

- (http://tinyurl.com/web-usability)

Discussion

© Jeremy Crow

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