Online BrandingPractical Ways to Reach your Customers
& Transform them into your Brand AdvocatesEmpower Series
A Brand is the set of expectations, memories, stories and relationships
that, taken together, account for a consumers decision to choose one product or service over another.
Online Branding is a thoughtful process of creating consistently positive, attractive branding images and
messages in the RIGHT Mix of Online Channels, to influence your target audience.
Factors Affecting Online Branding
Opportunities to research online Supermarkets
Consumers are confused Confumers? ;-)
How to step up? Be Distinctive.
What hasnt changed?
Big brands are trying to create a life-long relationship with their TG
Brand Represents me: Starbucks cap
even Harley Davidson Tattoos!
What has changed?
How you get there: using various digital channels
How consumers can research a brand: Search
120 billion searches per year.
2 billion internet users.
60 Internet searches per year per user.
Most of it related to products and brands.
7 billion hours watched last year.
2 billion internet users.
3.5 hours per year per user.
Most of it related to products and brands.(Car reviews, product unboxing, product comparison, etc.)
Practical Ways to Reach your Audience
Equal Opportunity - No matter how small they are.
Challenge Status Quo - Thinking that only HUGE brands can access the channels of branding, is dead.
Zero-Dollar Budget is now possible!
Understand Your Customer.
Come up with the Top 3 ideas: launch it
get the feedback
iterate from that
Don't think about branding as a "Clever" or "Catchy" piece of advertising -but focus on the overall customer experience
Top 5 Channels for Online Branding
Email Marketing (Permission based)
Dealing with Multiple Channels
Success in online branding depends mostly on your choice of channels used, and the targeting options.
Fail to target, fail to get results.
Focus on conversions
Optimize until you get it right
Start lean. Experiment.
Listen closely to your audience. Spend more time with them.
Google Analytics for Tracking Conversions
Turn Loyalty into Advocacy!
The Benefits of Online Branding
Cheaper than traditional branding activities (TV/Newspaper/Radio)
Demand a Premium pricing
Higher market share
Reduced threat of competition
Greater employee satisfaction
Stronger recognition by your target audience
Identify your super fans
Listen to their conversations
Bring them inside your circle Woo them!
Make it easy for them to share
Create communities for super fans
5 Effective Ways
Post-Purchase communication - Drip mails to keep them engaged
Build a community to keep the together
Take Away: Five Actions to Build Your Brand
Articulate: Define the brands social identity, so you communicate with a unique,compelling and authentic voice.
Connect: Find your best and most likely customers and give them a reason to followyou in social channels
Engage: Interact with people by making brand communications and content morepersonally relevant and engaging.
Influence: Inspire and enable people to share stories and messages about yourbrand. Give them reasons to share what your share with them.
Integrate: Build Social into the brand and product experience to make it cohesive anduseful.
Take Aways Online branding is NOT about visibility, ubiquity and functions - it is about bonding
emotionally with online users.
A brand's strength is built upon its determination to promote its own distinctivevalues and mission.
Online branding is all about a cause - People need to connect with your mission.
Branding = your business identity
Ensure your brand is associated with credible sources.
Focus on creating relationships - because relationships lead to opportunities. A sale isjust the beginning.
Your network is your net-worth. Build it right.
Maintain a consistent posting and publishing schedule.
Take Aways Play your strengths. Outsource our weaknesses.
Know your audience. Build a strategy around your audience. You don't need toplease everybody.
Position your brand - and bring consistency.
Be honest about your product or service. Negatives spread faster than positive.
Manage your online reputation. It is very important to listen to what your audiencetalks about you. Use social monitoring tools and products like Google Alerts.
Blogging is the most powerful and effective way to get started with online branding.Develop your unique voice, and base it around your mission and values.
Optimize your website for keywords that your brand stands for. Inbound marketing isthe best way to get people to know about you.
Heres How Apple Does It
Why? Everything we do we believe in challenging the status quo. We believe in thinking differently.
How? The way we challenge status quo is by making our products beautifully designed, simple to use, and user friendly.
What? We just happen to make great computers.
Want to buy one?
Learn about your customers
Position your brand. Make it stand for something.
Learn Guerilla Marketing
Always be testing and experimenting
What's Your cause?
What's Your belief?
Why do You EXIST?
What will the world miss when you Cease to Exist?
Why do You get up everyday in the morning?
Some powerful questions. For you and your brand.
Connect with meTwitter: @wealthyminds
LinkedIn: Radhakrishnan KG