Strategies for Digital

Branding - 3rd class

Sofie Sandell

Twitter @Soffi_Propp

Instagram @sofiesandell

Brain and branding

How long time do you have to make a good

impression online?

Attention web designers: You have 50 milliseconds to

make a good first impression!

Study by: Gitte Lindgaard, Gary Fernandesa, Cathy Dudeka & J. Browna (2006)

Beauty is in the eye of the

beholder

The truth is that in business you don’t have the luxury of of hoping that some philanthropic soul will see

you for what you truly are.

You have:

• stakeholders to satisfy

• profits to deliver

You need to continually:

• attract new costumers to your website and online platforms

• keep them interested when they are there

• convert them into customers or “fans”

• retain them so they come back

You need to follow best practice to make sure you are heading in the right direction

Redesign and improve

The reality

• No budget

• Short delivery

• Never ideal to start a project…

• Failure is not an option

Will anyone give you

their money, email,

contact details?

Are you credible?

You can control

Text and information

Features

Design (sometimes)

Colours

But what if you have to live with a website from 2002?

They went from 5000 to 500 pages on their site.

Redesigned it in Beta with feedback from it’s users.

Some layout basics

• Point a path for the visitor

• Has to be intuitive

• Most important information easily visible

• Be in tune with the brand

• Complementary to the colours

• Enough information available on the home page and other pages

F

How it

looked

January

2014

New technology

In the past very few images

Today there are loads of opportunities and we often put into much

Think “Less is more” when designing

Never clutter your page - it will look messy

Make room for white space

Responsive websites

Elements that has to be

there - gives you cred!Home

About us

Products & Services

News / blog (if applicable)

Contact us - plus address - frustrating to not know where an org is based

Frequently Asked Questions

Terms & Condition

Sitemap

Homepage summary

Your website has to satisfy a global audience

Your website should complement and enhance a brand’s

values

Layout, colours, images and videos should be used

appropriately

The content and presentations must represent the organisation

well

This will damage your

online brand

❖ Long loading time

❖ Broken links

❖ Badly written copy

❖ Bad images

❖ Automatic playing videos / sound

❖ Bad navigation

❖ Video only website

❖ Poor colour contrasts

❖ Bad tagging - check New Your Times innovation report

Group work Write a website specification for a very bad website. No shiny brands please :)

Inspiration of some brand that need help:

Ling cars

industrialpainter.com

www.pennyjuice.com

www.007museum.com

www.leicatime.com

bammeltv.com

kasinoking.co.uk

Find your voice on twitter

~ Tweet like a pro ~

Copywriting rules (general)

• Break content up

• Use plain English and short words

• Short sentences: 8-18 words

• Short paragraphs: 1-3 sentences

• Headings and subheadings

• Use images and photos (resize first)

• Lists: 3-10 items

• Key words and phrases in Bold

• Use Italics sparingly

• Links (use in the text)

• AVOID ALL CAPS – THEY’RE ‘SHOUTY

What to tweet and

what to share?

…Some people with different styles to check out on Twitter…

\

How to start

Your name / brand name / campaign name

@name

Profile photo

Biography / information

Banner

Location

Different kind of tweets

Share a news piece written by someone else Complain about a brand and use hashtag Share a photo of a memorable moment Write a short poem Share your latest blog postShare a funny cartoonAsk a questionConnect with hashtag on an eventDo a ‘ask any question’ hour Share best practice tips Share art piecesWrite a diaryTake a picture of your food and share online Complain to a politicianStalk celebrities

More basics

You have to sound human

Try to be relevant - don’t share old news

Stay short - preferably less than the max 140 letters

Terminology

Tweet

Retweet

Reply

@name and share your thoughts

.@name and share your thoughts (visible to everyone)

# hasthags - the magic filter

Photos and images - big brand influencers

Twitter rules…

Most important rule:

- Never ever feed the trolls

Second most important rule:

- Will you insult someone - then don’t tweet

Thirds rule:

- Will they understand what I mean?

Timing

Timing rules on Twitter are different from the rest of

your experience of time.

You must be quick

Never reply too late - after just 20 min it can be too

late…

You must listen and tune into what people say

Twitter-cise

I talk and you tweet :)

ok?