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Using Technology to Build your Brand | Global Summit of Women 2007, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Usi= ng Technology
to Build Your Brand
Practical strategies= for building your
brand presence on the Internet
Global Summit of Wom= en 2007, Berlin



Vera Brannen
Founder -Tagua Online Solutions
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Vera Brannen
I am V= era Brannen.

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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
And ye= s, I do love mountains,
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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إنشاء ماركمت سهلة الإستعمال= <= /div>
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Construire des marques utilisables
I am t= he founder of Tagua Online Solutions,
an age= ncy specialising in Usability and E-Branding.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
Which = was previously called Tagua Online Solutions
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Howeve= r, before starting to discuss some practical strategies for building your brand presence on the internet, we need to answer this one question:
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
What is a Brand?
ما هي الماركة؟
Qu‘est-ce qu‘= une marque?
“= ;What actually is a brand?”
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
A bran= d is neither your logo, nor a trademark,
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
nor yo= ur company website.
But a = brand is also not your personal perception of your brand.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Your b= rand is defined by your client’s gut feeling.
How ca= n you influence, stimulate, and orchestrate that gut feeling?
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
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Positioning in the client’s mind with
a single, relevant message= .
<= span style=3D'mso-fareast-font-family:"Times New Roman"'>الإنغراز في ذهن الزبائن برسالة واحدة مهمة.
S’implanter dans l’esprit des clients avec
un seul message important.
You ne= ed to position yourself in the client’s mind with one single and relevant message = that sets you apart from your competition.

For ex= ample:
Benetton had a huge marketing campaign using highly emotional photograp= hs on social and ethical topics.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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The ca= mpaign created a lot of buzz
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Though= what did it have to do with selling colourful clothing to multicultural clientele?
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Nothin= g! The campaign actually negatively affected the Benetton brand, and sales went = down as a result.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
It is NOT about brand awareness.
المطلوب ليس معرفة
Il ne s’agit PAS de<= /span> connaissance <= /span>
de la marque.
This d= emonstrates very well that it is not about brand awareness, which anybody can create if the budget is large enough.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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§<= /span>
It is about BRAND RELEVANCE= .
= المطلوب هو قيمة الماركة
Il s’agit de la = 3;
PERTINENCE DE LA MARQUE.
It is = about brand relevance.

Severa= l companies are very successful at creating brand relevance.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
For ex= ample, consider valisère with its push-up bra advertisements.

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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
It is about BRAND RELEVANCE= .
= المطلوب هو قيمة الماركة
Il s’agit de la = 3;
PERTINENCE DE LA MARQUE.
It is = about brand relevance.

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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
Your relevant message needs to be
reflected in every single action you take.=
رسالة المحمة لا بد أن
تنعكس في ك= 604; خطوة تتخدونها=
Votre message important doit se refléter
dans chaque pas que vous entreprenez.
Once y= ou have determined your single relevant message, it needs to be reflected in every action you take.

Your brand’s interfaces to the outside world are:

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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
= = Your brand interfaces to the outside world
م= ;اركتكم مع العالم الخارجي
Les interf= aces de votre marque avec le monde extérieur
=
=
=
Corporate Identity
ž= 5;وح المؤسسة
Esprit d‘entreprise
=
=
=
Pro= duct
الم = 6;توج
Pro= duit
        = ;            &n= bsp;    
=
=
=
Adv= ertisement
Marketing
الإŸ= 3;لان\ التسويق
Pub= licité
Marketing
=
=
=
Ser= vices
الخž= 3;مات
Ser= vices
=
=
=
Emp= loyees
المŸ= 3;اونون
Col= laborateurs
=
=
=
PR = & SR
الع = 4;اقات العامة\
 المسؤ= ;ولية الإجتماعية=
RP = & RS
Pro= duct
(price, target market, sales, distribution, packaging, design)
Adv= ertisement and marketing
(TV, radio, magazines, websites, company brochure)
Ser= vices
(maintenance & repairs, call-center, quality of work)
Pub= lic relations and social responsibility
Emp= loyees
(dress-code, manners, behaviour)

While = constantly controlling your brand’s outward perception, you also need to obser= ve how external factors can influence your brand:
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Content-Type: text/html; charset="us-ascii" Slide 1
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
= = External factors that can influence = your brand=
المؤثرات الخارجية
Les influences externes
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Com= peting
pro= ducts
الم = 6;توخات المنافسة
Pro= duits
con= currentiels
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الز= 6;ون
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روح الوقت
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Int= ernal
com= munication
الم= 6;ادلات الداخلية للمؤسسة
Com= munication
Int= erne
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Corporate Identity
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Esprit d‘entreprise
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Pre= ss
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Com= peting products & services
(price, market, sales, distribution, packaging, design)
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Zei= tgeist
(trends, economy)
Pre= ss
(Press, blogs, opinion platforms)
Int= ernal communication
(values, rules, hierarchies)

Brandi= ng is therefore the consistent controlling and adjustment of all interfaces bet= ween your services & products and the outside world.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
Your INTERFACES will become your
Corporate identity<= /span> & therefore YOUR BRAND
<= /span>
Vos INTERFACES vont devenir votre esprit
d’entreprise = et sont donc VOTRE MARQUE
=
=
=
أوجح التفاعل سيصبحون روح مؤسستكم ومن تم = ماركتكم= <= /div>
Your I= NTERFACES will become your corporate identity and therefore YOUR BRAND
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
Successful branding: the constant
adaptation to internal &am= p; external influences =
”براندينغ&= #8220; بنجاح: <= /span>
 تكيف متواصل للمؤثرات الداخلية والخارجية
Branding avec succè= s: une adaptation
constante aux influences internes & externes
Succes= sful branding is therefore the constant adaptation to internal and external influences.=
The co= ntinuous management of all your interfaces.
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
Successful brands are aliv= e
الماركات الناجحة تفي= 584; حيوية
Les grandes marques sont v= ives
Succes= sful brands are alive – within the borders of the corporate identity.

There = are three main elements for building your online brand and a virtual brand experience:

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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
Create brand relevance
by appealing to …
=
خلق ملائ= مة الماركة بكونها جذابة
Créer la pertinence de la marque
en étant attrayant … <= /span>
Create= brand relevance by appealing to:
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
Intell= ect – Information
Data and facts about the services and products
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
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Experience with the product / company
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
Create market advantage <= /span>by
aligning the emotional and
functional <= span style=3D'mso-bidi-font-family:Arial'>brand aspects
خلق إمتياز في السوق بجمع الوجح الوظقية والوجح الإدراك = للماركة =
Se créer un = avantage sur le march&eacu= te; en
alignant les aspects émotionnels et
fonctionnels= de la marque
By syn= chronising these functional and emotional brand aspects in all means of communication you create market advantage.

Depend= ing on your target group and brand strategy, your functional and emotional brand aspe= cts can materialize quite differently:
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
<= span style=3D'font-size:111%;color:#002C58;visibility:hidden'>§<= /span> =
§<= /span>
One example: Two Airlines<= /span>
مثال: شركيان للملاحة الجوية
Un exemple:
Deux compagnies aériennes<= span lang=3DFR style=3D'font-family:"Times New Roman";mso-fareast-font-family:"= Times New Roman"; font-size:200%;color:#414141;mso-special-format:lastCR;display:none'> =
One ex= ample: Two airlines
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Using Technology to Build your Brand | Global Summit of Women 20= 07, Berlin        = ;            &n= bsp;            = ;            &n= bsp;            = ;            
Rya= nair – the cheap airfares throughout Europe
The user wants to know:
Which destinations are offered today?
Have new destinations been added?
Are ta= xes included?
A flas= hy design and a fast booking engine convey the image.
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