Building a web hosting brand
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This document discusses how to build a web hosting brand. It recommends starting with audience research to segment the market and understand customer needs. Next, define the brand's values with measurable rules and create a consistent tone of voice and design style across all communications. Finally, collate all branding elements into guidelines for internal use and review periodically. The goal is to establish a coherent brand identity that differentiates the web hosting service from commoditized competitors.
Building a web hosting brand
- 1. Building a web hosting brand By Robert Mathers
- 2. Content of this talk What is a brand? Audience research Values Tone of voice Design
- 3. What I mean by ‘brand’
- 4. What I mean by ‘brand’ A brand encapsulates how an individual feels about a product, service, organisation or individual
- 5. What I mean by ‘brand’ Branding shouldn’t just be part of marketing
- 7. How branding generates value More new customers 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
- 8. Why branding matters in web hosting It helps you become more than a commodity to your customers
- 9. Start by segmenting the market Hobbyists Bloggers < Home Large Mid-sized ecommerce < Business 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
- 10. What you want to find out
- 11. What you want to find out
- 12. How to get your research
- 13. How to get your research – Google Consumer Surveys Create questions Define who you want to answer them Analyse the responses
- 14. How to get your research
- 15. How to get your research - Google Analytics Find keywords used to discover your website e.g. Cheap Web Hosting
- 16. How to get your research Anecdotal knowledge from yourself and those you work with Asking the customer if you have a close relationship
- 17. Values –What they are Concepts that you stand for and will not compromise within your activities and operations
- 18. Values Trust Contribution Teamwork Innovation
- 19. Values
- 20. Values
- 21. Values Leadership Passion Integrity Accountability
- 22. Values
- 23. Values
- 24. Values Simplicity User focused Personalisation Fun & humour
- 25. Values
- 26. Values
- 27. Defining your values Look at your audience research in relation to: Your products and services The experiences you provide beyond your products and services
- 28. Defining your values Create between 2 and 4 values with at least one for each of these two areas Your values should never change
- 29. Making your values measurable Create sets of rules for your values
- 30. Making your values measurable Trust No hidden renewal fees 30 min response times for queries No copy and paste responses
- 31. 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
- 32. Tone of voice Definition Tone of voice is how you talk to your audiences across your different touchpoints
- 33. 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.
- 34. How to define yours Levels of formality What clothes describe the formality of your tone at this touchpoint?
- 35. How to define yours Financing Business Innovation
- 36. How to define yours Let’s build a smaller planet
- 37. How to define yours (FAQs) help is on its way…all your burning questions here
- 38. 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?
- 39. 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!
- 40. 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.
- 41. Colour palette Use basic colour psychology to select your colours in Paletton
- 42. Colour palette Blue Integrity, trust, authority
- 43. Colour palette Green Growth, nature, environment
- 44. Colour palette Red Power, love, passion
- 45. Logo Keep things simple
- 46. Logo Establish the different variations of your logo and where you’ll use them
- 47. 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.
- 48. 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
- 49. 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
- 50. Thank you Robert Mathers
Editor's Notes
- #10: I’ll list these audiences as common examples of segmented markets in web hosting.
- #11: I’ll quickly list these as areas in which they should gather information about their target audiences.
- #12: I’ll quickly list these as areas in which they should gather information about their target audiences.
- #13: I’ll quickly list these as areas in which they should gather information about their target audiences.
- #14: I’ll quickly list these as areas in which they should gather information about their target audiences.
- #15: I’ll quickly list these as areas in which they should gather information about their target audiences.
- #51: Lunch & Next Talk @ 1230pm