Digital Strategies for Building Awareness for your Corporate and Product Brand Panelist Karin Klapak, iMarc LLC

Bad for the Brand Broken links Secure Site Certificate warnings Images that are not web optimized Auto-play sound No graceful degradation Flash QuickTime Active X Server overload, site down Forms, design elements not working in all browsers

Good for the Brand Valid HTML

Good for the Brand Browser compatibility Readable, clean, URL’s Usability Pyramid structure consistent Easy, consistent navigation Clickable links Web optimized images, fast load time

Brands on the Web Research – the brand may already be on the web YouTube example: One company searched the company name and found a video of an employee singing a Shania Twain song came up first in the search results Plan for the long term Test Have a sitemap SEO Usability Have someone else, i.e.. YouTube, host video

Brand Guidelines Web Style Guide Downloadable logos, files, etc. Typeface Links guidelines, web formatting Photo treatment Web headers Web colors

Brands on the Web Create a Web Style Guide Brand standards are more than just logos, fonts, and colors. Web standards should cover everything contributing to the digital brand experience. Code standards, content presentation, tone and voice, usability, SEO, legal issues such as accessibility and data protection Your Web Brand Guidelines Corporate Website Product Websites Blog Newsletter

Summary Doctors, nurses, surgeons, pharmacists, scientists, consumers We all use the internet to shop, book travel, read news, etc. Expectations for good usability and the ability to easily interact and do things are higher than ever. Find a partner or partners, internally or externally, that understands how technology evolves and can be used to deliver the functional and emotional experience of your brand.

Contact: Karin Klapak Director, Business Development