Online Branding2/28/2013

What is Branding?• Branding is psychology.• A brand is a recognizable

set of experiences that creates an emotional connection between an individual and an entity.

• Create a “personality” for your company.

Internet Branding• Your website should integrate recognizable

elements of your brand that reflect the connection people share with your organization.

• Your website should create a mood that supports the story your organization is communicating.

• Discussion: What elements of a website are involved in branding?

Color

Typography

Typography - size

Typography - size

Typography - kerning

Typography - leading

Typography - caps

Typography - artistic

Typography - artistic

Anticipate Your Audience• Think like your model user.• Scan your page.

– Subheadings tell the story.

• Answer questions. • Think about accessibility.

– handicaps– bots– mobile devices

Establish Credibility• Eliminate “marketese”.• Cite references.• Pay attention to detail.• Be conversational.• Use a “bio” page.

– Be brief but creative.– Pictures should match your

tone.

10 Tips for Web Writing1. Content first.

2. Eliminate.

3. Strive for simplicity.

4. Use juicy verbs.

5. Use the active voice.

6. Use personal pronouns.

7. Use fragments.

8. Create patterns.

9. Edit again.

10. Read good online prose.

Whitepapers• Usually a fairly lengthy document. • Technical resource. • Establishes your credibility as an expert in the field.

E-books• Great promotional tool.• Give away in exchange for e-mail

list. • Add a creative commons license.• Engage your audience and

harness viral marketing.

Blogging Hints

1. Stick to a specific topic or set of topics.

2. Write for a target audience.

3. Use the writing hints.

4. Make it personal.

5. Write your title carefully.

6. Build a brand.

7. Prompt discussion and allow commenting.

8. Keep it short.

9. Link to other content.

10. Use feedburner.

Image Types• GIF

–Graphics Interchange Format– Small size–Animations

• JPEG– Joint Photographic Expert Group– Best for photos

• PNG– Portable Network Graphic– Transparency

Resolution

• Measured in pixels per inch.

• 72 to 96 PPI• 16.8 million colors

(32 bit)