building a web hosting brand
DESCRIPTION
In his talk, ‘Building a web hosting brand’, Rob will show you how to create a clear and measurable web hosting brand through targeted audience research and measurable brand values.TRANSCRIPT
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Building a web hosting brand
By Robert Mathers
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What is a brand?
Audience research
Values
Tone of voice
Design
Content of this talk
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What I mean by ‘brand’
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A brand encapsulates how an individual
feels about a product, service, organisation
or individual
What I mean by ‘brand’
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Branding shouldn’t just be part of
marketing
What I mean by ‘brand’
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More new customers
How branding generates value
Word of mouth referrals
Customers who come to you directly
Sale amount per customer
When existing customers are looking for a new product
Higher retention rates
Less likely to cancel
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Why branding matters in web hosting
It helps you become more than a
commodity to your customers
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Bloggers < HomeHobbyists
Mid-sized ecommerce < BusinessLarge
Ecommerce
Large design agency
(11+ staff)
< Creatives
Small design
agency (1-10 staff)
WYSIWYG users
First time website builders
Brochure website
Small Ecommerce
SOHO web
designers
Part-time freelance
Start by segmenting the market
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What you want to find out
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What you want to find out
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How to get your research
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How to get your research – Google Consumer Surveys
Create questions
Define who you want to answer them
Analyse the responses
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How to get your research
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How to get your research -Google Analytics
Find keywords used to discover your
website
e.g. Cheap Web Hosting
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How to get your research
Asking the customer if you have a close relationship
Anecdotal knowledge from yourself and those you work with
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Values – What they are
Concepts that you stand for and will
not compromise within your
activities
and operations
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Values
Trust
Contribution
Teamwork
Innovation
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Values
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Values
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Values
Leadership
Passion
Integrity
Accountability
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Values
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Values
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Values
Simplicity
User focused
Personalisation
Fun & humour
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Values
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Values
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Defining your values
Look at your audience research in relation to:
Your products and services
The experiences you provide beyond your
products and services
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Defining your values
Create between 2 and 4 values with at least one
for each of these two areas
Your values should never change
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Making your values measurable
Create sets of rules for your values
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Trust
No hidden renewal fees
30 min response times for queries
No copy and paste responses
Making your values measurable
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Managing your values over time
To help your brand fulfil the needs of your
audiences
even more over time you can:
• Add additional rules to your values
• Make your current rules deliver more value
e.g. increasing the query response times
you work to from 30 minutes to 10 minutes
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Tone of voice
Definition
Tone of voice is how you talk to your audiences
across your different touchpoints
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How to define yours
Go over the interests, content they consume and where
they consume their content sections within your audience
research.
Look at the tone of voice used on these sites and look
at your values to define your tone of voice.
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How to define yours
Levels of formality
What clothes describe the formality
of your tone at this touchpoint?
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How to define yours
Financing Business Innovation
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How to define yours
Let’s build a smaller planet
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How to define yours
(FAQs) help is on its way…all your burning questions
here
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How to define yours
Word bank
A word bank is a collection of words you’ll commonly
use in your communications
e.g. awesome, excellent or lovely?
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How to define yours
On-brand Search for your perfect domain now
Too formal Browse excellent domains with exceptional ROI
Too informal Check out these super-sweet domains!
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Design
Go over the interests, content they consume and
where they consume their content sections within
your audience research.
Look at the design used on these sites and look at your
values to define your design style.
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Colour palette
Use basic colour psychology to select your colours in Paletton
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Colour palette
Blue
Integrity, trust, authority
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Colour palette
Green
Growth, nature, environment
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Colour palette
Red
Power, love, passion
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Logo
Keep things simple
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Logo
Establish the different variations of your
logo and where you’ll use them
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Icons
Have a consistent visual style for your icons that
ties into your larger design style
Try to pick a single source for your icons e.g. Font Awesome to
avoid having icons that are all flat design but clearly look
different.
Establish consistent rules e.g. no strokes on vectors, shapes
and silhouettes are front facing.
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Brand guidelines
Put all together into coherent guidelines
Give to all members of the team and new starters
Review every six months to see if you want to implement
any changes
Always consider any changes to your design or tone of
voice in the context of your larger brand
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In summary
1. Start by segmenting the market to do audience research
2. Define your values with measurable rules
3. Create a consistent tone of voice across your communications
4. Create a consistent design style across your design elements
5. Collate all your findings into a brand guidelines document
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Thank you
Robert Mathers