DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation

Expand Your Brand Without Fail

DESIGN about TOWN

Presented by

October 24, 2011

Solana CrawfordFounder, Chief Design Officer

Meet DESIGN about TOWN

Solana Crawford

BuenosAires

1998 Website Design

2000 SanFrancisco

2005Started DaT

1994 Advertising Agency

2007

BRANDING!ONLINE 2011Today

Solana Crawford Founder, Chief Design O!cer

Designers & developers

Project Managers

Intro

Intro

BRANDING execution

0:00

Web

Mobile

Social Media

Online

Collateral

Print

move on, sol!( )

Does where

define what?

Intro Does where de<ine what?

Does looking good

matter?

Intro Does looking good matter?


TRY ME

TRY ME

audiencecontextcontent

BRAND = LOGO

Brand Basics

BRAND = EXPERIENCE

Brand Basics

why?

answer

is expanding your brand online important?

YES!

but... why?

SUCCESS period

SUCCESS vs. FAILURE

GOOD user experience BAD user experience

GOOD business plan+

GOOD branding+

GOOD execution

= SUCCESS

GOOD business plan+

BAD branding+

BAD execution

= @#!*:[( )

Success vs. Failure

SUCCESSGOOD user experience

1engagement

2consistency

3recognition

Success vs. Failure

FAILUREBAD user experience

1disappointing<irst impression 2 frustrating

your audience

3ignoringyour users

helloooo….??

content + image( )

Success vs. Failure


1disappointing<irst impression 2 frustrating

your audience

3ignoringyour users

helloooo….??

Success vs. Failure

1disappointing<irst impression


No brand

Weak personality

Being perceived as outdated

Not understanding the ecosystem

Unfriendly design

Bad flow

No calls to action

Irrelevant content

Lack of engagement

Success vs. FailureFAILURE

BAD user experience

Misleading content

Unclear message

Long loading times

Bad usability

Wrong promotional efforts

Lack of consistency

2 frustratingyour audience

Success vs. FailureFAILURE

BAD user experience

Bad communication

Not paying attention to what they are saying

Not responding

Restricting feedback

3ignoringyour users

helloooo….??

Success vs. Failure


1engagement

2consistency

3recognition

Success vs. FailureSUCCESS

GOOD user experience

1engagement Know your audience

Give your users what they came looking for clearly and fast

Provide relevant information to consumer, insights, clear calls to action remove what’s not necessary

Produce fresh content constantly and in all channels

Show your advantages, your edge, your PERSONALITY

Create an experience

Tell a story



1engagement

Facilitate Connection social media

Make your users feel important

Think of them as potential fans

Speak with your users and not at them

Be honest, show the real you, say what you do clearly and right away

Build trust

Inspire to TAKE ACTION



Use a consistent voice

Deliver a consistent brand experience through online branding website, mobile, social media, applications

Stick to your goals both website and business objectives

Use visual elements that reinforce your identity style, shapes, fonts, color

Be true to yourself

Say what you do right away, and clearly

Pay attention. Details!

2consistency


Keep it simple

Show good design

Be clear on what differentiates you from your competitors

Have good promotional strategies

Smart use of visual elements to reinforce your identity: color

3recognition

Success vs. Failure

Success vs. Failure

let’s play

Expand your brand

Search

Name LastName@handle

Tweets Favorites

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Following Followers Lists

Name Person Name

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Tweets

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Recent Images

Following Followers Listed

You and @handle

Search

NameName Suscribe Uploads Favorites Playlists

Search

Date Added Most Viewed Top Rated

NAME’s Channel

Browse Movies Upload

Name100 VIEWS - 4 HOURS AGO






Replay

728x90

300x250

Expand your brandfa

cilit

ate

conn

ectio

nprovide insights

show advantage

Show

you

r per

sona

lity RelevantKnow your customers

Speak with them, not at them think of your users as potential fansMake them feel importantObvious calls to actionMake it easy for the users to get what they need fast

SUCCESSFUL Branding

Expand your brandfa

cilit

ate

conn

ectio

nprovide insights

show advantage

Show

you

r per

sona

lity RelevantKnow your customers

Speak with them, not at them think of your users as potential fansMake them feel importantObvious calls to actionMake it easy for the users to get what they need fast

SUCCESSFUL BrandingDISAPPOINTMENT

If you want to grow your business online,

you first need to grow your brand.

Expand your brand online. Grow your business.

period

Meet DESIGN about TOWN

Solana CrawfordFounder, Chief Design Of<icer

[email protected]@SolanaCrawfordThank you!

mailto:[email protected]

mailto:[email protected]

DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation

Design

Transcript of DaT -DESIGN about TOWN, FailCon 2011, Solana Crawford Presentation