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(Re-) Launching a Brand or Product Online Effectively

Samantha Noble

What is a Brand?

“A brand is not what YOU

say it is”

@Koozai_Sam

“It’s what THEY say it is”

“The Brand Gap” – Marty Neumeier

@Koozai_Sam

Reasons for a Re-Brand

@Koozai_Sam

Overcrowded market place

Brand confusion

Buy out or merger

New product or service line

Reinvent your business

@Koozai_Sam

One Name Fits All

@Koozai_Sam

Do you want one name across all products? Will your logo work visually?

Virg

in

Virgin Money

Virgin Atlantic

Virgin Holidays

The Family of Brands

@Koozai_Sam

Do you have a variety of brands to push? Do they need to link back to the main brand?

Nes

tle

Yorkie

Nescafe

Nesquik

The Unrelated Brands

@Koozai_Sam

Do your products reach out to different audiences?

Are your individual products strong enough to stand alone?

Coc

a C

ola

Relentless

Oasis

Vitamin Water

Competitor Research

@Koozai_Sam

The first step in research should be your industry and competitors.

Who do you like? What do they do well? What don’t you like? How could you do it differently?

Branding Agency/Specialist

@Koozai_Sam

Engaging a specialist can be useful. Some things to consider:

Credibility Location Price Time investment Ownership The WOW factor

Your Brand Name

@Koozai_Sam

Brainstorm Ideas

What do / don’t you

like?

Easy to Spell

Easy to Pronounce

Memorable Differentiate

TLDs Available?

Social Profiles

Available?

Protectable?

Trademarks

@Koozai_Sam

Trademark specialist

Trademark classes and locations

Time scale

Renewal date

@Koozai_Sam

Planning Stage

@Koozai_Sam

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)

Domination

@Koozai_Sam

Dominate the SERPs Register Social Entities

Link BuildingUpdate Profiles

@Koozai_Sam

Go Live!

@Koozai_Sam

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

No Time to Relax! Keep

Growing!

@Koozai_Sam

@Koozai_Sam

Don’t keep checking your domain availability

@Koozai_Sam

Register all the domain names you like (even if you don’t

decide to use them)

@Koozai_Sam

Use the IPO website to get a understanding of which

trademark classes you want to be listed in

(http://www.ipo.gov.uk)

@Koozai_Sam

Give a clear brief to anyone working on the project

@Koozai_Sam

Keep the project on a

‘need to know basis’

@Koozai_Sam

Monitor mentions of your brand name to keep up with positive

and negative press

@Koozai_Sam

Use a service like Knowem to register social profiles (

www.knowem.com)

@Koozai_Sam

Put your Page 1 Domination into action NOW

@Koozai_Sam

Think about how you want your brand to grow

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@Koozai_Sam

Samantha Noble

/Koozai

/Koozai

Sam.Noble@koozai.com

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Resources

Slide 2 Quote Source – The Brand Gap by Marty Neumeier Image Source - http://www.istockphoto.com/stock-photo-19148501-transform-your-thinking.php?st=897875c

Slide 3 Image Source - http://www.istockphoto.com/stock-photo-18118913-well-known-brand-names-printed-in-a-magazine.php?st=897875c

Slide 6 Image Source - http://www.istockphoto.com/stock-photo-15806600-time-for-change.php?st=897875c

Slide 7Image Source - http://www.istockphoto.com/stock-photo-5457175-blueprint.php?st=897875c

Slide 13Image Source - http://www.istockphoto.com/stock-photo-15274873-research.php?st=897875c

Slide 16Image Source - http://en.fotolia.com/id/147179

Slide 19 Image Source - http://www.istockphoto.com/stock-photo-16273103-domain-names.php?st=b46b6fe

Slide 20Image Source - Fotolia - http://en.fotolia.com/id/35868795

Slide 23Image Source - http://www.istockphoto.com/stock-photo-16892985-social-media-stuff.php?st=b46b6fe

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Resources

Slide 24 – Purchased from Fotolia

Slide 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/7457312

Slide 30Image Source - http://www.istockphoto.com/stock-photo-15773379-monopoly.php?st=b46b6fe

Slide 33Image Source - http://www.istockphoto.com/stock-photo-16506589-sunbathing.php?st=b46b6fe

Slide 35Image Source - http://en.fotolia.com/id/31534569