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If you are looking at launching a new brand online, I hope you find this presentation useful.
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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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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
32
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
