This document discusses how to successfully expand a brand online. It notes that success requires a good user experience through relevant content, showing advantages, facilitating connections with customers, and consistency. Failure can result from a disappointing first impression, frustrating audiences by ignoring them or providing misleading content. The key to success is engaging users through providing insights, showing personality, speaking to rather than at customers, and making it easy for users to get what they need quickly through clear calls to action. Expanding a brand online grows the business if done correctly by prioritizing the customer experience.

1. Expand Your Brand Without
Fail
Presented
by
Solana Crawford
Founder, Chief Design Officer
DESIGN about TOWN
October 24, 2011

2. Meet DESIGN about TOWN

3. 1998
1994Agency
Solana Crawford
Website Design
Buenos
Aires
Advertising
2005 2000
Started DaT San
Francisco
2007
ONLINE
BRANDING!
2011
Today

4. Intro
Solana Crawford Founder, Chief Design O cer Project Managers
Designers & developers

5. Intro
BRANDING execution
Print Online
Collateral Web
Mobile
Social Media
0:00

6. ( move
on,
sol!
)

7. Does where
define
what?

8. Intro Does
where
de<ine
what?

9. Does looking good
matter?

10. Intro Does
looking
good
matter?

11. Intro Does
looking
good
matter?
TRY ME
TRY ME
audience
context
content

12. Intro Does
looking
good
matter?

13. BRAND

14. BRAND = LOGO

15. Brand Basics

16. Brand Basics

17. Brand Basics

18. Brand Basics

19. Brand Basics

20. BRAND = EXPERIENCE

21. Brand Basics

22. Brand Basics

23. why?
answer

24. WHY?

26. is expanding your brand online important?
YES!
but... why?
SUCCESS period

27. SUCCESS vs.
FAILURE
GOOD user
experience BAD user
experience
( )
GOOD business
plan GOOD business
plan
+ +
GOOD branding BAD branding
+ +
GOOD execution BAD execution
= SUCCESS = @#!*:[

28. Success vs.
Failure
SUCCESS
GOOD user
experience
12 3 engagement
consistency
recognition

29. Success vs.
Failure
FAILURE
BAD user
experience
1 disappointing
<irst
impression
2 frustrating
your
audience
3 ignoring
your
users
helloooo
….??

30. ( )
content + image

31. ( )
content + image

32. Success vs.
Failure
FAILURE
BAD user
experience
1 disappointing
<irst
impression
2 frustrating
your
audience
3 ignoring
your
users
helloooo
….??

33. Success vs.
Failure
FAILURE
BAD user
experience
1 disappointing
<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Being perceived as outdated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

35. Success vs.
Failure
FAILURE
BAD user
experience
2 frustrating
your
audience Misleading content
Unclear message
Long loading times
Bad usability
Wrong promotional efforts
Lack of consistency

37. Success vs.
Failure
FAILURE
BAD user
experience
3 ignoring
your
users
Bad communication
Not paying attention to what they are
saying
Not responding
Restricting feedback
helloooo
….??

39. Success vs.
Failure
SUCCESS
GOOD user
experience
12 3 engagement
consistency
recognition

40. Success vs.
Failure
SUCCESS
GOOD user
experience
1 engagement 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

42. Success vs.
Failure
SUCCESS
GOOD user
experience
1 engagement
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

46. Success vs.
Failure
SUCCESS
GOOD user
experience
2
Use a consistent voice
Deliver a consistent brand experience
consistency 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!

49. Success vs.
Failure
SUCCESS
GOOD user
experience
3 recognition
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

50. Success vs.
Failure

58. let’s play

59. Expand your
brand
Search
Name LastName Anbut @Name
@handle
100 100 100 100
Tweets Following Followers Listed
Recent Images
Tweets Favorites Following Followers Lists
Name Person Name 300x250
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod You and @handle
tempor incididunt
xx hours ago
Name Person Name
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod About Help Blog Mobile Status Jobs Terms Privacy
tempor incididunt
xx hours ago
Name Person Name
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod
tempor incididunt
xx hours ago
Name Person Name
Search Browse Movies Upload
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod
tempor incididunt
xx hours ago
Name Person Name
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod
Name
tempor incididunt
xx hours ago Name
NAME’s Channel
Suscribe Uploads Favorites Playlists
Name Person Name
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod
tempor incididunt Search
xx hours ago
Date Added Most Viewed Top Rated
Name
100 VIEWS - 4 HOURS AGO
Replay
Name
100 VIEWS - 4 HOURS AGO
728x90
Name
100 VIEWS - 4 HOURS AGO
Name
100 VIEWS - 4 HOURS AGO
Name
100 VIEWS - 4 HOURS AGO
Name
100 VIEWS - 4 HOURS AGO

60. Expand your
brand
provide insights
show advantage
facilitate connection
SUCCESSFUL Branding
Relevant Know your customers
Show your personality
Speak with them, not at them
think of your users as potential fans
Make them feel important
Obvious calls to action
Make it easy for the users to get
what they need fast

61. Expand your
brand
provide insights
show advantage
facilitate connection
SUCCESSFUL Branding
Relevant Know your customers
Show your personality
DISAPPOINTMENT
Speak with them, not at them
think of your users as potential fans
Make them feel important
Obvious calls to action
Make it easy for the users to get
what they need fast

62. If you want to grow
your business online,
you first need to grow your brand.
Expand your brand online.
Grow your business.
period

63. Solana Crawford
Founder,
Chief
Design
Of<icer
Meet DESIGN about TOWN
Thank
you! solana@DESIGNaboutTOWN.com
@SolanaCrawford