1. Online Branding
2/28/2013

2. 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.

3. 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?

4. Color

5. Typography

6. Typography - size

7. Typography - size

8. Typography - kerning

9. Typography - leading

10. Typography - caps

11. Typography - artistic

12. Typography - artistic

13. Anticipate Your Audience
• Think like your model user.
• Scan your page.
– Subheadings tell the story.
• Answer questions.
• Think about accessibility.
– handicaps
– bots
– mobile devices

14. 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.

15. 10 Tips for Web Writing
1. 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.

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

17. 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.

18. 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.

19. Image Types
• GIF
–Graphics Interchange Format
– Small size
–Animations
• JPEG
– Joint Photographic Expert Group
– Best for photos
• PNG
– Portable Network Graphic
– Transparency

20. Resolution
• Measured in pixels
per inch.
• 72 to 96 PPI
• 16.8 million colors
(32 bit)