How To Launch Or Re-launch A Brand Or Product Online Effectively

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    21-Aug-2015
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Transcript of How To Launch Or Re-launch A Brand Or Product Online Effectively

  1. 1. (Re-) Launching a Brand or Product Online EffectivelySamantha Noble1
  2. 2. What is a Brand?A brand is not what YOU say it is Its what THEY say it is The Brand Gap Marty Neumeier@Koozai_Sam
  3. 3. @Koozai_Sam
  4. 4. Reasons for a Re-Brand Overcrowded market place Brand confusion Buy out or merger New product or service line Reinvent your business@Koozai_Sam
  5. 5. @Koozai_Sam
  6. 6. One Name Fits All Do you want one name across all products? Will your logo work visually?@Koozai_Sam
  7. 7. The Family of Brands Do you have a variety of brands to push? Do they need to link back to the main brand?@Koozai_Sam
  8. 8. The Unrelated Brands Do your products reach out to differentaudiences? Are your individual products strong enough tostand alone?@Koozai_Sam
  9. 9. Competitor ResearchThe first step in research should be your industryand competitors. Who do you like? What do they do well? What dont you like? How could you do it differently?@Koozai_Sam
  10. 10. Branding Agency/SpecialistEngaging a specialist can be useful. Some thingsto consider: Credibility Location Price Time investment Ownership The WOW factor@Koozai_Sam
  11. 11. Your Brand Name What do /BrainstormEasy to dont youIdeasSpell like? Easy to MemorableDifferentiatePronounce SocialTLDsProtectableProfilesAvailable? ? Available? @Koozai_Sam
  12. 12. Trademarks Trademark specialist Trademark classes and locations Time scale Renewal date@Koozai_Sam
  13. 13. @Koozai_Sam
  14. 14. Planning Stage Secure the trademark Decide on a date to go live Register and redirect domains Claim all social profiles Update all company documentation Review your brand consistency Keep it on a Need to know basis Inform rest of the team (close to launch date) @Koozai_Sam
  15. 15. DominationDominate the SERPsRegister Social EntitiesUpdate ProfilesLink Building@Koozai_Sam
  16. 16. @Koozai_Sam
  17. 17. Go Live! Avoid Fridays for launch Get all the team involved Triple check everything has been updated Inform all active and prospective clients Press release Blog post Drip feed mentions throughout the day Monitor for positive/negative feedback Setup Google Alerts for your old brand name Use Google Images to search for your old logo and update Monitor old Twitter account for @ messages@Koozai_Sam
  18. 18. No Time toRelax! Keep Growing!@Koozai_Sam
  19. 19. @Koozai_Sam
  20. 20. Dont keep checking yourdomain availability@Koozai_Sam
  21. 21. Register all the domain namesyou like (even if you dont decide to use them) @Koozai_Sam
  22. 22. Use the IPO website to get aunderstanding of whichtrademark classes you want tobe listed in(http://www.ipo.gov.uk) @Koozai_Sam
  23. 23. Give a clear brief to anyoneworking on the project @Koozai_Sam
  24. 24. Keep the project on aneed to know basis@Koozai_Sam
  25. 25. Monitor mentions of your brandname to keep up with positive and negative press@Koozai_Sam
  26. 26. Use a service like Knowem to register social profiles(www.knowem.com)@Koozai_Sam
  27. 27. Put your Page 1 Dominationinto action NOW @Koozai_Sam
  28. 28. Think about how you want your brand to grow@Koozai_Sam
  29. 29. Samantha Noble @Koozai_Sam Sam.Noble@koozai.com /Koozai /Koozai30
  30. 30. ResourcesSlide 2Quote Source The Brand Gap by Marty NeumeierImage Source - http://www.istockphoto.com/stock-photo-19148501-transform-your-thinking.php?st=897875cSlide 3Image Source - http://www.istockphoto.com/stock-photo-18118913-well-known-brand-names-printed-in-a-magazine.php?st=897875cSlide 6Image Source - http://www.istockphoto.com/stock-photo-15806600-time-for-change.php?st=897875cSlide 7Image Source - http://www.istockphoto.com/stock-photo-5457175-blueprint.php?st=897875cSlide 13Image Source - http://www.istockphoto.com/stock-photo-15274873-research.php?st=897875cSlide 16Image Source - http://en.fotolia.com/id/147179Slide 19Image Source - http://www.istockphoto.com/stock-photo-16273103-domain-names.php?st=b46b6feSlide 20Image Source - Fotolia - http://en.fotolia.com/id/35868795Slide 23Image Source - http://www.istockphoto.com/stock-photo-16892985-social-media-stuff.php?st=b46b6fe 31
  31. 31. ResourcesSlide 24 Purchased from FotoliaSlide 26Image source: http://www.datadial.net/blog/index.php/2009/02/25/ryanair-is-their-attitude-to-online-pr-part-of-a-bigger-reputation-problem/Slide 27Image credit: Todd Barnard (http://www.flickr.com/photos/ronin691/5790934897/)Slide 28Image: Daysofthundr46 (http://www.flickr.com/photos/10542402@N06/5725281370/)Slide 29Image Source - http://en.fotolia.com/id/7457312Slide 30Image Source - http://www.istockphoto.com/stock-photo-15773379-monopoly.php?st=b46b6feSlide 33Image Source - http://www.istockphoto.com/stock-photo-16506589-sunbathing.php?st=b46b6feSlide 35Image Source - http://en.fotolia.com/id/3153456932