KeySplash Creative, Inc., profile picture
Uploaded byKeySplash Creative, Inc.
PPT, PDF2,650 views

Build Your Brand and Your Business 10 05-10

The document outlines the essentials of branding, emphasizing that a brand is a promise to consumers rather than merely a logo or product. It details steps for building a brand, including consistency, persistence, and restraint, and highlights the significance of consumer perceptions in brand loyalty and advocacy. The role of social media in enhancing brand presence and engaging with customers is also discussed, showcasing various tools and strategies for effective brand communication.

Downloaded 400 times
Build Your Brand Build Your Business By Susan Gunelius Author and President & CEO of KeySplash Creative, Inc. www.KeySplashCreative.com October 5, 2010
What is a brand?
What a brand is NOT .
A brand is not a logo.
A brand is not a product.
A brand is not a slogan.
A brand is not an ad.
A brand is not a company.
A brand is a promise. A brand promises something to consumers. A brand sets consumer expectations . A brand meets those expectations in every consumer interaction and experience .
Brands that don’t keep their promises fail.
What is a brand?
The Elements of Branding Tangible Logo Color palette Typeface Intangible Image Messages Promise Brand Perception
Tangible Brand Elements Elements of a brand that consumers can see and touch such as logo, typefaces, and colors. AT&T uses Pantone Process Blue as the primary color and the AT&T Clearview font for its corporate identity, logo and marketing materials.
Intangible Brand Elements Elements of a brand that consumers indirectly attribute to that brand and anything that bears that brand name or association such as messages, image and promise. Harley Davidson communicates messages related to freedom and has an image of camaraderie. When combined with the tangible elements of the Harley Davidson brand, the brand promise is clear and consistent.
3 Steps to Brand Building Consistency – messages, image, and so on must be consistent or consumers become confused and turn away from the brand. Persistence – brands are not built overnight. Restraint – don’t be tempted to go too far.
Brands are built by consumers, NOT companies. Companies put out the messages and nudge consumers in the desired direction, but consumers create brands through experiences and emotions . It is essential that building your brand is a top priority for your business!
Brands are built from consumer perceptions. Communicating consistent messages Setting consumer expectations Delivering on those consumer expectations every time Branding affects every part of your marketing strategy.
Strong brands develop over time. The strongest brands OWN a word or phrase in consumers’ minds. That is the brand’s position relative to other products on the market.
What word does your brand own? Owns Inexpensive Reliability Luxury Performance Owns Owns Owns
If brands were people, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy commercials are so successful. BRAND POSITIONING
Take the Brand Perception Snap Shot What 5 words do you use to describe your brand today? What 5 words do your customers use to describe your brand today? What 5 words do you want consumers to use to describe your brand in the future (i.e., your ultimate brand goal)? Find the gaps and fill them!
How to Build a Brand
A.R.M.S. 4 Steps to Brand Building Success Awareness Recognition Memory Spreading the word
Slow Down! Strategy first Tactics second What’s Twilight? Oh yeah, I’ve heard of Twilight before. It’s that vampire book. I might read Twilight. I keep hearing about Twilight. It must be good. Have you read Twilight yet? Everyone is talking about it. You have to buy Twilight! I’m telling everyone. It’s so good! Unaware Awareness Recognition Memory Spreading the Word Spreading the Word
Know Your Competition It’s not enough to know what you’re doing. Research your competitors and know them as well as you know yourself. Exploit their weaknesses Differentiate your business from theirs Establish your unique niche Position yourself against them Seek out opportunities
Develop Internal Brand Advocates Your employees are your most powerful brand advocates. Educate them about your brand. Give them a reason to want to advocate your brand. If your employees believe in your brand promise, they’ll want to advocate your brand.
The Role of the Brand Champion and Brand Guardian What do you think of when you hear the names: Hugh Hefner Martha Stewart Steve Jobs
The best brands have powerful brand champions and brand guardians behind them.
The 21 st Century Brings Us … The Chief Brand Officer Get One!
Building Brands Externally Remember, consumers build brands, NOT companies. You must set and meet customer expectations, or people will be confused and your brand will be meaningless.
Building Brand Loyalty When consumers’ expectations and feelings about a brand are continually met or exceeded, they become loyal to it, knowing it will continue to meet those feelings and expectations in the future. They develop confidence , trust , and security in the brand and choose it over other brands.
Brand loyalty can evolve into a cult brand. Cult brands are loved by specific groups of die-hard brand loyalists.
Cult brands can grow into relationship brands. Relationship brands are built on experiences. They often fill a void. Consumers self-select how they want to interact with the brand by choosing from brand experiences. Often those experiences are shared among groups.
Relationship brands are powerful.
People look for new ways to experience and share relationship brands.
People talk about the brands they love. Word-of-mouth marketing is powerful. Loyal brand advocates are every brand manager’s dream. Remember that Breck Shampoo commercial, “And she told two friends, and she told two friends, and so on, and so on, and …”
Tools to Build a Brand Remember the 3 steps to brand building: Consistency Persistence Restraint
Brand Promotions Sales, discounts, coupons, etc. are effective in boosting short term buzz about your brand and traffic to your business. Consistency: ensure your promotions promote your brand promise rather than confusing it or undermining it. Persistence: test promotional tactics to see which efforts drive the best results rather than giving up after one failed attempt. Restraint: don’t let your competitors drive you to pursue promotions that run counter to your brand.
Marketing and Advertising Materials Brochures, point-of-sale collateral, signage, ads, direct mail, etc. Consistency: Make sure your copy and design match your brand promise. Persistence: Research and know your customers and target audience before you invest. Restraint: Timing and placement can make or break the effectiveness of advertising. Invest wisely.
Sponsorships Local events, organizations, teams, schools, publications, and so on. Consistency: Choose organizations to sponsor that match your brand promise. Persistence: Don’t invest in sponsorship and leave it at that. Extend your participation with advertising, promotions, event marketing, and more. Restraint: Understand the audience related to the sponsorship to ensure it matches your target audience. Disjointed sponsorships won’t help and could hurt your brand.
Events, Trade Shows, Conferences Online and offline (virtual trade shows and webinars are growing faster than traditional training, professional events and trade shows) When the economy struggles, events, trade shows and conferences deliver highly targeted and motivated audiences.
Brand Identity Materials Logo, stationery, invoices, signage, etc. Make sure your brand promise translates into the tangible elements of your brand identity to ensure consistent and persistent communication of your brand to all audiences.
Publicity Press releases, local news, radio and television interviews and appearances, speaking engagements, charitable events, and more. Make your business newsworthy by establishing yourself as an expert in your field and making yourself available for speaking and appearances. Get involved in your community.
Social media marketing offers the single largest opportunity for entrepreneurs, small businesses mid-size companies, and large corporations to build their brands and build their businesses .
Social Media Marketing Social media is a term used to define the online publishing and communications tools of Web 2.0 that are rooted in conversations, engagement, and active participation. Social media marketing is any form of direct or indirect marketing used to build awareness, recognition, recall and action of a brand, business, product, person, or other entity via the tools of the social Web.
The Proof W ith a multi-million dollar budget to spend as she pleased, Cindy Gordon of Universal Orlando Resort instead told just 7 people about the Wizarding World of Harry Potter . A nd within just 24 hours 350 million people around the world heard the news . A ll by telling just 7 people.
Gary Vaynerchuk of WineLibrary.tv Gary Vaynerchuk grew his father’s local wine store in Springfield, New Jersey to a $50 million per year business with HALF of those sales coming from the Web. How did he do it? Through the power of the social Web. Gary’s passionate and informative video blog posts on WineLibrary.tv quickly drew audiences from around the world as word spread about his contagious content. Today, Gary is a sought after social media speaker, makes frequent appearances on television, and recently signed a multi-million dollar book deal where he will share his knowledge and experience of using social media tools to grow a small business. And it all started with a blog.
Keys to Social Media Success Brand consistency in message and image. Set and meet customer expectations based on the brand promise. Let the audience take control.
The Marriage of Building Brands and Business through Social Media Consumers have more options than ever thanks to the ease of finding information online. The social web has created an online conversation that most companies still don’t know how to leverage. Social media presents a unique opportunity for companies to engage with a global audience, position the brand as a brand of choice, and develop an ongoing dialogue that ultimately creates loyal brand advocates and guardians.
What are the popular tools of social media? Blogs (Blogger, Wordpress, TypePad, MoveableType, etc.) Microblogging (Twitter, Jaiku, Plurk, etc.) Social networks (Facebook, LinkedIn, MySpace, Ning, etc.) Social bookmarking (Digg, StumbleUpon, Delicious, etc.) Podcasting (iTunes, BlogTalkRadio, etc.) Photo sharing (Flickr, Picasa, etc.) Video sharing (YouTube, TubeMogul, Viddler, etc.) Online chats and telephone (Skype, Google Voice, etc.) Mobile (foursquare, apps, etc.) And many, many more
But where to begin?
Multiple departments can get a piece of the social media pie. Marketing Create Content Blogs Twitter YouTube Digg StumbleUpon Facebook MySpace You name it! Customer Service Direct Dialogue Blogs Twitter YouTube Public Relations Commenting Blogs Twitter YouTube Digg StumbleUpon Delicious Other social bookmarking sites Review sites like Yelp and Epinions Executive Thought Leadership Blogs Twitter Human Resources Networking Facebook LinkedIn MySpace Bebo Niche networking sites Blogs Twitter YouTube
Establish your core branded online destination. Blog Facebook LinkedIn YouTube Twitter Flickr SlideShare Exec Tweets Page Your Group Ads Other Groups Your Group Other Groups Answers Twellow Profile Sample Business Social Media Presence
Step 1: Find Your Best Audience The social web gets more crowded everyday. Your efforts are for naught if you’re not spending time in the right places. Take time to find the people you want to communicate with, and then join the conversation.
Example: Playboy Playboy U Social Network Twitter Facebook MySpace YouTube MetaCafe FriendFeed Blogs Mobile content And more Surround people with branded experiences.
Southwest Airlines Blog and Twitter profile include non-official and entertaining conversations by real employees in their own voices. Notice a REAL person is tweeting with you! Southwest Airlines can be found all over the social web.
Step 2: Content is Key What you say is the most important key to success on the social web. Be human, be honest, be transparent, be you! Personality is important to engaging with others in social media. Give something extra or exclusive. Leave jargon and corporate rhetoric out!
Example: Walmart Written by employees Given flexibility Personal voice Readers feel like they’re “in the know” Employees feel like they matter
Jet Blue Another example of making a corporate brand more human by putting a name to the Twitter profile. The Jet Blue Twitter profile always shows who is “on duty” and tweeting!
Step 3: Research, Research, Research! Check out what your competitors are doing. Find companies that are doing great things and copy them (no sense in reinventing the wheel). Find out what your target audience is looking for, what engages them, what keeps them coming back for more, and then give them more of it. Listen!
Comcast Twitter profile, @ComcastCares, is a popular customer service site. The fact that a specific person is connected to the profile increases the “human” factor and gives the profile a personality. Look at all of this useful info! And to make Comcast more human, you can even check out Frank’s family website and blog!
Step 4: Give More than You Receive Don’t just publicize company news. Give more by creating interesting, useful and valuable content that can’t be found on a traditional Web site. Be shareworthy. Answer questions, ask questions, be engaging and real. For every hour you spend “publicizing” through social media, spend at least 3 hours engaging with people in your network.
No one cares about you Define who you want to talk to. Find them and get involved. Learn what they want to talk about. Produce valuable content that they want to hear and share. Share their content, too. Be accessible and human. Absolutely no corporate rhetoric.
Think of it this way … If your social media participation is 100% self-promotional, then you’ll fail. Imagine you’re in a conversation with a person and all he does is talk about himself. Imagine that he never gives you a chance to speak throughout the conversation. Is this someone you’d want to continue speaking with now or in the future? Chances are you’d want to run away as far and fast as you can. The same holds true for social media participation.
The 80-20 Rule For every 20% of self-promotional content you produce, create 80% that is not self-promotional.
Example: Whole Foods Most of the Whole Foods Twitter stream is @replies. Targeted content adds value: Additional Twitter profiles for specific topics (e.g., @WFMCheese, @WFMWineGuys, @WholeRecipes), for specific metro areas, and dozens for specific store locations. The Whole Foods blog provides recipes, industry news, green tips, and more. Additional company blogs by the CEO, about special ingredients and food podcasts. On Facebook Flickr photo profile ALL adding value and giving the Whole Foods brand a personality and direct dialogue with consumers.
Example: NakedPizza Twitter profile offers discounts and leads to direct sales. 68% of single-day sales at NakedPizza have come from Twitter. Twitter integrated into point-of-sale system. Twitter kiosks set up in stores. Previous direct mail newsletter content is now fed into Twitter. “ Direct mail is sent to a single address but there are multiple people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this in leaps and bounds.” -- Jeff Roach, NakedPizza co-founder
Step 5: Don’t Put All Your Eggs in One Basket Diversify your social media presence to connect with a broader audience and build your network. Just be sure to remain active in all your social media ventures. Quality trumps quantity. All roads lead back to your core branded online destination.
Example: Dell Dell operates several Twitter profiles targeted at specific audiences (e.g., @DellOutlet, which generated $2 million in direct revenue in the past year). Dell runs a number of blogs targeted at specific audiences (e.g., Direct2Dell is a highly popular blog for Dell consumers). The Dell Community is the Dell customer social network. Dell is on Facebook and LinkedIn (a group for Dell partners). There is even a Dell forum.
Google Google has over 100 company and product blogs to choose from (and growing)! Dozens of Google employees write blogs, too! Google owns Blogger, YouTube, Feedburner, Orkut, Jaiku, Google Docs (for document sharing), Gmail, Picasa, Google Voice, and more! Google should have a strong social media presence.
Social Media for Brand Building – A Two Way Street Brands and businesses get more exposure than ever thanks to the social web. By building a network through blogging, microblogging, social networking, and so on, your brand messages can be seen by a huge audience faster than ever before. Social media also gives you the opportunity to learn more about prospective customers and competitors than ever before by reading their online profiles, blogs, Twitter streams, and so on. It’s an incredible market research tool!
How ALL Small Businesses Can Benefit from Social Media How do you and most of the people you know find information about business, products, and services? A key benefit to building your brand online through social media is the enormous SEO boost your business website can get.
It’s about entry points! Each new blog post is a new entry point to your website. If you published 1 blog post each day for a year, that’s 365 MORE entry points to your blog than your traditional website provides. Google includes blog posts and Twitter updates in its search algorithm. Your great social media content could get linked to by other social Web users through blogs, Twitter, and so on, which means even MORE entry points to your blog. The more time you spend creating great content and building relationships with other people on the social Web, the more people will get to know you, trust your content, and link to it or share it. All of that content creation, linking, and sharing means more entry points to your blog and website, which also boosts your site’s search engine rankings. And more traffic = more opportunities to build your brand and your business! You can’t buy that kind of access!
For branding building, every day you wait is a missed opportunity Start a blog. Leave comments on other blogs where your target customers spend time. Get on Twitter and be active! Answer questions on LinkedIn. Start a blog written by the CEO like Zappos. Create groups and fan pages on Facebook, LinkedIn, etc. Create videos (upload your videos to your branded YouTube channel or to TubeMogul.com for instant distribution to multiple online video sites and for tracking). Find online forums and social networks where your target customers spend time and join the conversation. Start a weekly podcast (you can set up an online radio show through BlogTalkRadio.com in minutes and automatically upload it to iTunes). Go mobile with foursquare.
Most important! Test various social media marketing tactics but remember, success comes from persistence and actively participating over time. Ultimately, pursue the social media marketing tools that you actually enjoy and can stick with rather than spreading yourself too thin across multiple tools. Quality content and interaction is more important than quantity. Recruit employees to share the time investment. Just be sure to train them on your brand promise and messaging first! They can be your best brand advocates and guardians.
Social Media Employee Participation Tips Employees crave involvement and ownership. Allow employees to take control. Offer flexibility and leniency but within specific guidelines. Make it easy and non-threatening to participate. Create a 360-degree loop of information sharing. Be accessible. One sentence of corporate rhetoric will ruin everything!
Build your band of brand advocates across the Web. Network with your target audience and professionals with connections to your target audience across the Web for maximum exposure. Build relationships which lead to loyalty. Loyal followers will talk about you and your brand. They’ll advocate your brand, guard it, and promote it for you. Bottom-line to social media success – active participation, relationship building, creating amazing content and engaging other people who then become your band of brand advocates.
Whatever you do Take control of your brand. Make it their own. Self-select social media experiences to engage in with the brand, and Become loyal brand advocates and brand guardians. Don’t be afraid to let consumers (and employees):
That’s where the power of your brand comes from.
But what if they say something BAD ? F LIGHT Ignore it. You have three choices: Use the 3 Fs of Social Media Reputation Management F LIGHT Ignore it. F IGHT Join it. F IGHT Join it. F LOOD Bury it. F LOOD Bury it.
Dell’s Big Mistake 1,730 Diggs, 422,032 views, and 77 pages of comments 3,672 Diggs, 149,963 views, and 142 pages of comments Don’t try to control the conversation. Admit your mistakes. Be transparent.
Example: Harry Potter The Harry Potter brand was originally built by consumers not marketers. Consumers shared it, experienced it and lived it, particularly on the social web. Fan sites, blogs, forums, fan fiction, fan art, music, videos, podcasts, and more J.K. Rowling and the publisher originally send cease & desist letters but quickly learned letting fans take control of the brand on the social web was far more powerful.
Secrets to Social Media Marketing Success Forget everything you know about marketing. Think like a publisher, not a marketer. If you build it, they won’t necessarily come. You have to give them a reason. It’s not about you. Let the audience take control. It’s a long-term strategy. Be patient and persistent.
Protect Your Brand Trademark your brand name, logo, packaging, etc. Contact your attorney or visit USPTO.gov for more information. Invest in a great logo, brand design, Web site design, blog design, marketing materials, ad design, etc. Hire a talented freelancer through a site like iFreelance.com, Guru.com, Elance.com, or Freelancer.com. Remember search engine reputation management. Get your brand name in your domain name, Twitter ID, Facebook page, and so on before someone else uses it! Monitor your brand mention online using tools like Google Alerts, Twitter Alerts and Monitter.com. Use the 3 Fs of Social Media Reputation Management. Invest in legitimate SEO help through sites like SEOMoz.org or an SEO consultant. Twitter Alerts via TweetBeep: www.tweetbeep.com Google Alerts: www.google.com/alerts
10 Next Steps to Build Your Brand and Your Business Identify your goal for your brand and its ultimate position in the minds of consumers and against the competition. Determine the word or phrase your brand should own in the minds of consumers. That is the heart of your brand promise. Create messages, experiences, and images that consistently communicate that brand promise. Find your best audience (or audiences). Communicate your brand promise through integrated marketing tactics. Join the online conversation across the social Web and build your band of followers and brand advocates. Allow them to take control of their brand experiences and the online conversation. Be real, be honest, be accessible, be engaging, and be true to your brand promise. Test, analyze results, and try again. Be consistent and persistent while exercising restraint.
That’s how a brand is created and that’s how you use the social web to build your brand and build your business!
Most Important JUST GET STARTED!
For More Information Foi “… an easy, thoughtful, and strategic manual for your social media marketing success plan. Avoid reading this social media marketing guide at your own peril.” – Dan Schawbel, #1 international bestselling author of Me 2.0 . I’m reading 30-Minute Social Media Marketing by @susangunelius http://amzn.to/30minsmm #30minutesmm Follow @susangunelius Tweet the following message to get a free bonus chapter via a special Twitter direct message: For Conference Attendees:
Contact Susan Gunelius Website: www.KeySplashCreative.com Twitter: www.Twitter.com/susangunelius Facebook: www.Facebook.com/susangunelius LinkedIn: www.Linkedin.com/in/susangunelius Email: [email_address] Books by Susan Gunelius (available on Amazon.com, BarnesandNoble.com, Borders.com & in book stores): Coming in 2011: The Complete Idiot’s Guide to WordPress and Content Marketing for Dummies

More Related Content

PDF
Can Brand It business vision
byStefano Mariani
 
PPT
Build Your Brand Build Your Business by Susan Gunelius from the Entrepreneur ...
byKeySplash Creative, Inc.
 
PDF
Social Media Brand Strategy: The Four Districts Approach
byDiamond Marketing
 
PPT
Build Your Brand and Build Your Business
byKeySplash Creative, Inc.
 
PDF
The Essentials of Brand Strategy - General Assembly Class
byChristian Vatter
 
PDF
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
byKaren Lee
 
PPTX
Social Media Brand Strategy | Part 1
byAlessandra Rao
 
PDF
BRANDING Advertising Your Brand
byCarly A. Drake
 
Can Brand It business vision
byStefano Mariani
 
Build Your Brand Build Your Business by Susan Gunelius from the Entrepreneur ...
byKeySplash Creative, Inc.
 
Social Media Brand Strategy: The Four Districts Approach
byDiamond Marketing
 
Build Your Brand and Build Your Business
byKeySplash Creative, Inc.
 
The Essentials of Brand Strategy - General Assembly Class
byChristian Vatter
 
Leveraging Social Media For Your Brand | Stanford Graduate School of Business
byKaren Lee
 
Social Media Brand Strategy | Part 1
byAlessandra Rao
 
BRANDING Advertising Your Brand
byCarly A. Drake
 

What's hot

PDF
Essentials of branding
byAnkit Sinai Talaulikar
 
PPT
Zag
byjamiempark
 
PDF
Brand Building 101
byJoanna Peña-Bickley
 
PDF
Demeter-Fundamentals-of-Branding-White-Paper-FINAL-09-14-16
byChristina Roth
 
PPT
Branding and Marketing
byabir hossain
 
PPT
Branding and communication
byAbir Hossain
 
PDF
Brand neutral platform & content strategy Instigation
byWolfzHowl Strategic instigation
 
PDF
Booth school presentation
byMeghan Billadeau
 
PDF
Whatsyourbrandstory
byDeb Schmidt
 
PDF
Winery creative brief
byBrett Ruffenach
 
PPTX
2017 Marketing & Brand Awareness Presentation
byLCpublicrelations
 
PDF
The Power of a Big Idea for your Brand
byBeloved Brands Inc.
 
DOC
Lit Review Stephanie Torres
bystephanietorres
 
PDF
Brand Masterclass Week Seven
byIdris Mootee
 
PPTX
Participation Brand Index Study
byIris
 
PPTX
The Participation Brand Index
byIris
 
PDF
How to Get the Market to Do Your Marketing for You
byIris
 
PPTX
Brand Communication
byzainhasanzaidi
 
PDF
Understanding the brand dox
byNGANG PEREZ
 
Essentials of branding
byAnkit Sinai Talaulikar
 
Zag
byjamiempark
 
Brand Building 101
byJoanna Peña-Bickley
 
Demeter-Fundamentals-of-Branding-White-Paper-FINAL-09-14-16
byChristina Roth
 
Branding and Marketing
byabir hossain
 
Branding and communication
byAbir Hossain
 
Brand neutral platform & content strategy Instigation
byWolfzHowl Strategic instigation
 
Booth school presentation
byMeghan Billadeau
 
Whatsyourbrandstory
byDeb Schmidt
 
Winery creative brief
byBrett Ruffenach
 
2017 Marketing & Brand Awareness Presentation
byLCpublicrelations
 
The Power of a Big Idea for your Brand
byBeloved Brands Inc.
 
Lit Review Stephanie Torres
bystephanietorres
 
Brand Masterclass Week Seven
byIdris Mootee
 
Participation Brand Index Study
byIris
 
The Participation Brand Index
byIris
 
How to Get the Market to Do Your Marketing for You
byIris
 
Brand Communication
byzainhasanzaidi
 
Understanding the brand dox
byNGANG PEREZ
 

Similar to Build Your Brand and Your Business 10 05-10

PPT
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...
byKeySplash Creative, Inc.
 
PPT
What is brand when do you have one
byDyan Sutton
 
PDF
9 principles of_brandingdxdd
byzishu1234
 
PPSX
Branding vs Business - ARISE ROBY
byArise Roby
 
PPTX
Empowerment through Enterprise - sales and marketing, the engine and the energy
bycaniceconsulting
 
PPT
J C C C Interior Design Presentation
byAlicia Falcone
 
PDF
9 principles of_branding by www.jobbazzar.com
bywww.Jobbazzar.com
 
PPT
Brand building
byPranit Tari
 
PDF
Build a Brand Worth Billions
bySaffire
 
PPTX
CEO Module 2
byCEOcreative
 
PDF
RJD Creative Branding Basics
byBob Diercksmeier
 
PPT
Marketing for the 21st Century
byKate Austin-Avon
 
PDF
2019 FFEA - Build a Brand Worth Billions
bySaffire
 
PDF
Create your Brand Marketing 101
byPyramid Connections
 
PPT
Better marketingforbiggersales
byJennifer Morrow
 
PPT
Better marketingforbiggersales
byJennifer Morrow
 
PDF
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
byVỹ Đỗ
 
PDF
Wake Up Your Marketing Seminar Presentation
byBrand Inspiration
 
PDF
Branding - Creating a personality for your product!
byBettina Grr
 
PPT
451 Brand Bootcamp Deck
byAJ Gerritson
 
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...
byKeySplash Creative, Inc.
 
What is brand when do you have one
byDyan Sutton
 
9 principles of_brandingdxdd
byzishu1234
 
Branding vs Business - ARISE ROBY
byArise Roby
 
Empowerment through Enterprise - sales and marketing, the engine and the energy
bycaniceconsulting
 
J C C C Interior Design Presentation
byAlicia Falcone
 
9 principles of_branding by www.jobbazzar.com
bywww.Jobbazzar.com
 
Brand building
byPranit Tari
 
Build a Brand Worth Billions
bySaffire
 
CEO Module 2
byCEOcreative
 
RJD Creative Branding Basics
byBob Diercksmeier
 
Marketing for the 21st Century
byKate Austin-Avon
 
2019 FFEA - Build a Brand Worth Billions
bySaffire
 
Create your Brand Marketing 101
byPyramid Connections
 
Better marketingforbiggersales
byJennifer Morrow
 
Better marketingforbiggersales
byJennifer Morrow
 
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ Vỹ
byVỹ Đỗ
 
Wake Up Your Marketing Seminar Presentation
byBrand Inspiration
 
Branding - Creating a personality for your product!
byBettina Grr
 
451 Brand Bootcamp Deck
byAJ Gerritson
 

More from KeySplash Creative, Inc.

PPTX
Repurposing Content to Extend Your Brand, Not Your Budget
byKeySplash Creative, Inc.
 
PPT
So You Want To Be a Copywriter
byKeySplash Creative, Inc.
 
PPT
Marketing Harry Potter
byKeySplash Creative, Inc.
 
PPT
Content Marketing in 5 Easy Steps by Susan Gunelius for Brainshark
byKeySplash Creative, Inc.
 
PPT
Social Media Marketing Beyond the Basics
byKeySplash Creative, Inc.
 
PPT
30-Minute Social Media Marketing by Susan Gunelius
byKeySplash Creative, Inc.
 
PPT
Harry Potter: The Story of a Global Business Phenomenon
byKeySplash Creative, Inc.
 
Repurposing Content to Extend Your Brand, Not Your Budget
byKeySplash Creative, Inc.
 
So You Want To Be a Copywriter
byKeySplash Creative, Inc.
 
Marketing Harry Potter
byKeySplash Creative, Inc.
 
Content Marketing in 5 Easy Steps by Susan Gunelius for Brainshark
byKeySplash Creative, Inc.
 
Social Media Marketing Beyond the Basics
byKeySplash Creative, Inc.
 
30-Minute Social Media Marketing by Susan Gunelius
byKeySplash Creative, Inc.
 
Harry Potter: The Story of a Global Business Phenomenon
byKeySplash Creative, Inc.
 

Recently uploaded

PDF
Oleksіі Markhovskyi: Автономні роботизовані системи як формуюча складова суча...
bycontent610
 
PDF
11 Best Sites to Buy LinkedIn Accounts A Step-By-Step Guide.pdf
byweiryitzchok33
 
PDF
How to Get a Business Loan for Your Travel Agency (Quick and Easy)
byJake Thornhill
 
PDF
1911 Gold Corp Presentation-Kelowna Capital Event-23Oct25.pdf
bysramcharan3
 
PDF
How to Stay Compliant and Avoid Fraud with PayPal Verification.pdf
byBuy Verified PayPal Accounts
 
PDF
What Does a Business Analyst Do, Really? (OutSystems User Group Netherlands, ...
bymail496323
 
PDF
Leadership Performance Learning Sprint Group Call #3 – Week 5
byChristopherVicGamuya
 
PPTX
Challenges of Selling on Amazon in a Omnichannel Enviroment | Ant Dawe | Ama...
by#AmafestUK - Amazon Sellers Conference
 
PDF
bitreport_testingtheimpactofvalueformoneymetricsonpensiondecisionmaking_june2...
byHenry Tapper
 
PDF
Verified Payeer old and new Accounts.pdf
bysanchezjuliette5
 
PDF
Consultation paper re progressing fund tokenisation
byChris Skinner
 
PDF
Ome John Etue - A Certified Product Leader
byOme John Etue
 
PDF
wolrdof wonderfulscutlrues dublin extratour2220
byswainealan
 
PPTX
Oleksii Pavlenko: LLM Prompt Engineering: Lessons from the Frontlines (UA)
bycontent610
 
PDF
Gamma Learning - The Universal Language of Management Series
byUrbanetectonics
 
PDF
14 Guidelines to Strengthen Your Online Business with a Verified PayPal Accou...
bybankaccount
 
PDF
Nominowani_Innovation-2025_LISTA UCZESTNIKÓW
bydominikamizerska1
 
PPTX
Ross Chayka: Чудовий новий світ AI: технології, бізнес, суспільство (UA)
bycontent610
 
PDF
Leadership Performance Learning Sprint Midpoint Webinar
byChristopherVicGamuya
 
PPTX
Amazon, TikTok or D2C: Where Should You Focus Your eCommerce Strategy? | Car...
by#AmafestUK - Amazon Sellers Conference
 
Oleksіі Markhovskyi: Автономні роботизовані системи як формуюча складова суча...
bycontent610
 
11 Best Sites to Buy LinkedIn Accounts A Step-By-Step Guide.pdf
byweiryitzchok33
 
How to Get a Business Loan for Your Travel Agency (Quick and Easy)
byJake Thornhill
 
1911 Gold Corp Presentation-Kelowna Capital Event-23Oct25.pdf
bysramcharan3
 
How to Stay Compliant and Avoid Fraud with PayPal Verification.pdf
byBuy Verified PayPal Accounts
 
What Does a Business Analyst Do, Really? (OutSystems User Group Netherlands, ...
bymail496323
 
Leadership Performance Learning Sprint Group Call #3 – Week 5
byChristopherVicGamuya
 
Challenges of Selling on Amazon in a Omnichannel Enviroment | Ant Dawe | Ama...
by#AmafestUK - Amazon Sellers Conference
 
bitreport_testingtheimpactofvalueformoneymetricsonpensiondecisionmaking_june2...
byHenry Tapper
 
Verified Payeer old and new Accounts.pdf
bysanchezjuliette5
 
Consultation paper re progressing fund tokenisation
byChris Skinner
 
Ome John Etue - A Certified Product Leader
byOme John Etue
 
wolrdof wonderfulscutlrues dublin extratour2220
byswainealan
 
Oleksii Pavlenko: LLM Prompt Engineering: Lessons from the Frontlines (UA)
bycontent610
 
Gamma Learning - The Universal Language of Management Series
byUrbanetectonics
 
14 Guidelines to Strengthen Your Online Business with a Verified PayPal Accou...
bybankaccount
 
Nominowani_Innovation-2025_LISTA UCZESTNIKÓW
bydominikamizerska1
 
Ross Chayka: Чудовий новий світ AI: технології, бізнес, суспільство (UA)
bycontent610
 
Leadership Performance Learning Sprint Midpoint Webinar
byChristopherVicGamuya
 
Amazon, TikTok or D2C: Where Should You Focus Your eCommerce Strategy? | Car...
by#AmafestUK - Amazon Sellers Conference
 

Build Your Brand and Your Business 10 05-10

  • 1.
    Build Your BrandBuild Your Business By Susan Gunelius Author and President & CEO of KeySplash Creative, Inc. www.KeySplashCreative.com October 5, 2010
  • 2.
    What is abrand?
  • 3.
    What a brandis NOT .
  • 4.
    A brand isnot a logo.
  • 5.
    A brand isnot a product.
  • 6.
    A brand isnot a slogan.
  • 7.
    A brand isnot an ad.
  • 8.
    A brand isnot a company.
  • 9.
    A brand isa promise. A brand promises something to consumers. A brand sets consumer expectations . A brand meets those expectations in every consumer interaction and experience .
  • 10.
    Brands that don’tkeep their promises fail.
  • 11.
    What is a brand?
  • 12.
    The Elements ofBranding Tangible Logo Color palette Typeface Intangible Image Messages Promise Brand Perception
  • 13.
    Tangible Brand ElementsElements of a brand that consumers can see and touch such as logo, typefaces, and colors. AT&T uses Pantone Process Blue as the primary color and the AT&T Clearview font for its corporate identity, logo and marketing materials.
  • 14.
    Intangible Brand ElementsElements of a brand that consumers indirectly attribute to that brand and anything that bears that brand name or association such as messages, image and promise. Harley Davidson communicates messages related to freedom and has an image of camaraderie. When combined with the tangible elements of the Harley Davidson brand, the brand promise is clear and consistent.
  • 15.
    3 Steps toBrand Building Consistency – messages, image, and so on must be consistent or consumers become confused and turn away from the brand. Persistence – brands are not built overnight. Restraint – don’t be tempted to go too far.
  • 16.
    Brands are builtby consumers, NOT companies. Companies put out the messages and nudge consumers in the desired direction, but consumers create brands through experiences and emotions . It is essential that building your brand is a top priority for your business!
  • 17.
    Brands are builtfrom consumer perceptions. Communicating consistent messages Setting consumer expectations Delivering on those consumer expectations every time Branding affects every part of your marketing strategy.
  • 18.
    Strong brands developover time. The strongest brands OWN a word or phrase in consumers’ minds. That is the brand’s position relative to other products on the market.
  • 19.
    What word doesyour brand own? Owns Inexpensive Reliability Luxury Performance Owns Owns Owns
  • 20.
    If brands werepeople, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy commercials are so successful. BRAND POSITIONING
  • 21.
    Take the Brand Perception Snap Shot What 5 words do you use to describe your brand today? What 5 words do your customers use to describe your brand today? What 5 words do you want consumers to use to describe your brand in the future (i.e., your ultimate brand goal)? Find the gaps and fill them!
  • 22.
    How to Builda Brand
  • 23.
    A.R.M.S. 4 Stepsto Brand Building Success Awareness Recognition Memory Spreading the word
  • 24.
    Slow Down! Strategyfirst Tactics second What’s Twilight? Oh yeah, I’ve heard of Twilight before. It’s that vampire book. I might read Twilight. I keep hearing about Twilight. It must be good. Have you read Twilight yet? Everyone is talking about it. You have to buy Twilight! I’m telling everyone. It’s so good! Unaware Awareness Recognition Memory Spreading the Word Spreading the Word
  • 25.
    Know Your CompetitionIt’s not enough to know what you’re doing. Research your competitors and know them as well as you know yourself. Exploit their weaknesses Differentiate your business from theirs Establish your unique niche Position yourself against them Seek out opportunities
  • 26.
    Develop Internal BrandAdvocates Your employees are your most powerful brand advocates. Educate them about your brand. Give them a reason to want to advocate your brand. If your employees believe in your brand promise, they’ll want to advocate your brand.
  • 27.
    The Role ofthe Brand Champion and Brand Guardian What do you think of when you hear the names: Hugh Hefner Martha Stewart Steve Jobs
  • 28.
    The best brandshave powerful brand champions and brand guardians behind them.
  • 29.
    The 21 st Century Brings Us … The Chief Brand Officer Get One!
  • 30.
    Building Brands ExternallyRemember, consumers build brands, NOT companies. You must set and meet customer expectations, or people will be confused and your brand will be meaningless.
  • 31.
    Building Brand LoyaltyWhen consumers’ expectations and feelings about a brand are continually met or exceeded, they become loyal to it, knowing it will continue to meet those feelings and expectations in the future. They develop confidence , trust , and security in the brand and choose it over other brands.
  • 32.
    Brand loyalty canevolve into a cult brand. Cult brands are loved by specific groups of die-hard brand loyalists.
  • 33.
    Cult brands cangrow into relationship brands. Relationship brands are built on experiences. They often fill a void. Consumers self-select how they want to interact with the brand by choosing from brand experiences. Often those experiences are shared among groups.
  • 34.
  • 35.
    People look fornew ways to experience and share relationship brands.
  • 36.
    People talk about the brands they love. Word-of-mouth marketing is powerful. Loyal brand advocates are every brand manager’s dream. Remember that Breck Shampoo commercial, “And she told two friends, and she told two friends, and so on, and so on, and …”
  • 37.
    Tools to Builda Brand Remember the 3 steps to brand building: Consistency Persistence Restraint
  • 38.
    Brand Promotions Sales,discounts, coupons, etc. are effective in boosting short term buzz about your brand and traffic to your business. Consistency: ensure your promotions promote your brand promise rather than confusing it or undermining it. Persistence: test promotional tactics to see which efforts drive the best results rather than giving up after one failed attempt. Restraint: don’t let your competitors drive you to pursue promotions that run counter to your brand.
  • 39.
    Marketing and AdvertisingMaterials Brochures, point-of-sale collateral, signage, ads, direct mail, etc. Consistency: Make sure your copy and design match your brand promise. Persistence: Research and know your customers and target audience before you invest. Restraint: Timing and placement can make or break the effectiveness of advertising. Invest wisely.
  • 40.
    Sponsorships Local events,organizations, teams, schools, publications, and so on. Consistency: Choose organizations to sponsor that match your brand promise. Persistence: Don’t invest in sponsorship and leave it at that. Extend your participation with advertising, promotions, event marketing, and more. Restraint: Understand the audience related to the sponsorship to ensure it matches your target audience. Disjointed sponsorships won’t help and could hurt your brand.
  • 41.
    Events, Trade Shows,Conferences Online and offline (virtual trade shows and webinars are growing faster than traditional training, professional events and trade shows) When the economy struggles, events, trade shows and conferences deliver highly targeted and motivated audiences.
  • 42.
    Brand Identity MaterialsLogo, stationery, invoices, signage, etc. Make sure your brand promise translates into the tangible elements of your brand identity to ensure consistent and persistent communication of your brand to all audiences.
  • 43.
    Publicity Press releases,local news, radio and television interviews and appearances, speaking engagements, charitable events, and more. Make your business newsworthy by establishing yourself as an expert in your field and making yourself available for speaking and appearances. Get involved in your community.
  • 44.
    Social media marketing offers the single largest opportunity for entrepreneurs, small businesses mid-size companies, and large corporations to build their brands and build their businesses .
  • 45.
    Social Media MarketingSocial media is a term used to define the online publishing and communications tools of Web 2.0 that are rooted in conversations, engagement, and active participation. Social media marketing is any form of direct or indirect marketing used to build awareness, recognition, recall and action of a brand, business, product, person, or other entity via the tools of the social Web.
  • 46.
    The Proof With a multi-million dollar budget to spend as she pleased, Cindy Gordon of Universal Orlando Resort instead told just 7 people about the Wizarding World of Harry Potter . A nd within just 24 hours 350 million people around the world heard the news . A ll by telling just 7 people.
  • 47.
    Gary Vaynerchuk ofWineLibrary.tv Gary Vaynerchuk grew his father’s local wine store in Springfield, New Jersey to a $50 million per year business with HALF of those sales coming from the Web. How did he do it? Through the power of the social Web. Gary’s passionate and informative video blog posts on WineLibrary.tv quickly drew audiences from around the world as word spread about his contagious content. Today, Gary is a sought after social media speaker, makes frequent appearances on television, and recently signed a multi-million dollar book deal where he will share his knowledge and experience of using social media tools to grow a small business. And it all started with a blog.
  • 48.
    Keys to SocialMedia Success Brand consistency in message and image. Set and meet customer expectations based on the brand promise. Let the audience take control.
  • 49.
    The Marriage ofBuilding Brands and Business through Social Media Consumers have more options than ever thanks to the ease of finding information online. The social web has created an online conversation that most companies still don’t know how to leverage. Social media presents a unique opportunity for companies to engage with a global audience, position the brand as a brand of choice, and develop an ongoing dialogue that ultimately creates loyal brand advocates and guardians.
  • 50.
    What are thepopular tools of social media? Blogs (Blogger, Wordpress, TypePad, MoveableType, etc.) Microblogging (Twitter, Jaiku, Plurk, etc.) Social networks (Facebook, LinkedIn, MySpace, Ning, etc.) Social bookmarking (Digg, StumbleUpon, Delicious, etc.) Podcasting (iTunes, BlogTalkRadio, etc.) Photo sharing (Flickr, Picasa, etc.) Video sharing (YouTube, TubeMogul, Viddler, etc.) Online chats and telephone (Skype, Google Voice, etc.) Mobile (foursquare, apps, etc.) And many, many more
  • 51.
  • 52.
    Multiple departments canget a piece of the social media pie. Marketing Create Content Blogs Twitter YouTube Digg StumbleUpon Facebook MySpace You name it! Customer Service Direct Dialogue Blogs Twitter YouTube Public Relations Commenting Blogs Twitter YouTube Digg StumbleUpon Delicious Other social bookmarking sites Review sites like Yelp and Epinions Executive Thought Leadership Blogs Twitter Human Resources Networking Facebook LinkedIn MySpace Bebo Niche networking sites Blogs Twitter YouTube
  • 53.
    Establish your core branded online destination. Blog Facebook LinkedIn YouTube Twitter Flickr SlideShare Exec Tweets Page Your Group Ads Other Groups Your Group Other Groups Answers Twellow Profile Sample Business Social Media Presence
  • 54.
    Step 1: FindYour Best Audience The social web gets more crowded everyday. Your efforts are for naught if you’re not spending time in the right places. Take time to find the people you want to communicate with, and then join the conversation.
  • 55.
    Example: Playboy PlayboyU Social Network Twitter Facebook MySpace YouTube MetaCafe FriendFeed Blogs Mobile content And more Surround people with branded experiences.
  • 56.
    Southwest Airlines Blogand Twitter profile include non-official and entertaining conversations by real employees in their own voices. Notice a REAL person is tweeting with you! Southwest Airlines can be found all over the social web.
  • 57.
    Step 2: Contentis Key What you say is the most important key to success on the social web. Be human, be honest, be transparent, be you! Personality is important to engaging with others in social media. Give something extra or exclusive. Leave jargon and corporate rhetoric out!
  • 58.
    Example: Walmart Writtenby employees Given flexibility Personal voice Readers feel like they’re “in the know” Employees feel like they matter
  • 59.
    Jet Blue Anotherexample of making a corporate brand more human by putting a name to the Twitter profile. The Jet Blue Twitter profile always shows who is “on duty” and tweeting!
  • 60.
    Step 3: Research,Research, Research! Check out what your competitors are doing. Find companies that are doing great things and copy them (no sense in reinventing the wheel). Find out what your target audience is looking for, what engages them, what keeps them coming back for more, and then give them more of it. Listen!
  • 61.
    Comcast Twitter profile,@ComcastCares, is a popular customer service site. The fact that a specific person is connected to the profile increases the “human” factor and gives the profile a personality. Look at all of this useful info! And to make Comcast more human, you can even check out Frank’s family website and blog!
  • 62.
    Step 4: GiveMore than You Receive Don’t just publicize company news. Give more by creating interesting, useful and valuable content that can’t be found on a traditional Web site. Be shareworthy. Answer questions, ask questions, be engaging and real. For every hour you spend “publicizing” through social media, spend at least 3 hours engaging with people in your network.
  • 63.
    No one caresabout you Define who you want to talk to. Find them and get involved. Learn what they want to talk about. Produce valuable content that they want to hear and share. Share their content, too. Be accessible and human. Absolutely no corporate rhetoric.
  • 64.
    Think of itthis way … If your social media participation is 100% self-promotional, then you’ll fail. Imagine you’re in a conversation with a person and all he does is talk about himself. Imagine that he never gives you a chance to speak throughout the conversation. Is this someone you’d want to continue speaking with now or in the future? Chances are you’d want to run away as far and fast as you can. The same holds true for social media participation.
  • 65.
    The 80-20 RuleFor every 20% of self-promotional content you produce, create 80% that is not self-promotional.
  • 66.
    Example: Whole FoodsMost of the Whole Foods Twitter stream is @replies. Targeted content adds value: Additional Twitter profiles for specific topics (e.g., @WFMCheese, @WFMWineGuys, @WholeRecipes), for specific metro areas, and dozens for specific store locations. The Whole Foods blog provides recipes, industry news, green tips, and more. Additional company blogs by the CEO, about special ingredients and food podcasts. On Facebook Flickr photo profile ALL adding value and giving the Whole Foods brand a personality and direct dialogue with consumers.
  • 67.
    Example: NakedPizza Twitterprofile offers discounts and leads to direct sales. 68% of single-day sales at NakedPizza have come from Twitter. Twitter integrated into point-of-sale system. Twitter kiosks set up in stores. Previous direct mail newsletter content is now fed into Twitter. “ Direct mail is sent to a single address but there are multiple people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this in leaps and bounds.” -- Jeff Roach, NakedPizza co-founder
  • 68.
    Step 5: Don’tPut All Your Eggs in One Basket Diversify your social media presence to connect with a broader audience and build your network. Just be sure to remain active in all your social media ventures. Quality trumps quantity. All roads lead back to your core branded online destination.
  • 69.
    Example: Dell Delloperates several Twitter profiles targeted at specific audiences (e.g., @DellOutlet, which generated $2 million in direct revenue in the past year). Dell runs a number of blogs targeted at specific audiences (e.g., Direct2Dell is a highly popular blog for Dell consumers). The Dell Community is the Dell customer social network. Dell is on Facebook and LinkedIn (a group for Dell partners). There is even a Dell forum.
  • 70.
    Google Google hasover 100 company and product blogs to choose from (and growing)! Dozens of Google employees write blogs, too! Google owns Blogger, YouTube, Feedburner, Orkut, Jaiku, Google Docs (for document sharing), Gmail, Picasa, Google Voice, and more! Google should have a strong social media presence.
  • 71.
    Social Media forBrand Building – A Two Way Street Brands and businesses get more exposure than ever thanks to the social web. By building a network through blogging, microblogging, social networking, and so on, your brand messages can be seen by a huge audience faster than ever before. Social media also gives you the opportunity to learn more about prospective customers and competitors than ever before by reading their online profiles, blogs, Twitter streams, and so on. It’s an incredible market research tool!
  • 72.
    How ALL SmallBusinesses Can Benefit from Social Media How do you and most of the people you know find information about business, products, and services? A key benefit to building your brand online through social media is the enormous SEO boost your business website can get.
  • 73.
    It’s about entrypoints! Each new blog post is a new entry point to your website. If you published 1 blog post each day for a year, that’s 365 MORE entry points to your blog than your traditional website provides. Google includes blog posts and Twitter updates in its search algorithm. Your great social media content could get linked to by other social Web users through blogs, Twitter, and so on, which means even MORE entry points to your blog. The more time you spend creating great content and building relationships with other people on the social Web, the more people will get to know you, trust your content, and link to it or share it. All of that content creation, linking, and sharing means more entry points to your blog and website, which also boosts your site’s search engine rankings. And more traffic = more opportunities to build your brand and your business! You can’t buy that kind of access!
  • 74.
    For branding building,every day you wait is a missed opportunity Start a blog. Leave comments on other blogs where your target customers spend time. Get on Twitter and be active! Answer questions on LinkedIn. Start a blog written by the CEO like Zappos. Create groups and fan pages on Facebook, LinkedIn, etc. Create videos (upload your videos to your branded YouTube channel or to TubeMogul.com for instant distribution to multiple online video sites and for tracking). Find online forums and social networks where your target customers spend time and join the conversation. Start a weekly podcast (you can set up an online radio show through BlogTalkRadio.com in minutes and automatically upload it to iTunes). Go mobile with foursquare.
  • 75.
    Most important! Test various social media marketing tactics but remember, success comes from persistence and actively participating over time. Ultimately, pursue the social media marketing tools that you actually enjoy and can stick with rather than spreading yourself too thin across multiple tools. Quality content and interaction is more important than quantity. Recruit employees to share the time investment. Just be sure to train them on your brand promise and messaging first! They can be your best brand advocates and guardians.
  • 76.
    Social Media EmployeeParticipation Tips Employees crave involvement and ownership. Allow employees to take control. Offer flexibility and leniency but within specific guidelines. Make it easy and non-threatening to participate. Create a 360-degree loop of information sharing. Be accessible. One sentence of corporate rhetoric will ruin everything!
  • 77.
    Build your bandof brand advocates across the Web. Network with your target audience and professionals with connections to your target audience across the Web for maximum exposure. Build relationships which lead to loyalty. Loyal followers will talk about you and your brand. They’ll advocate your brand, guard it, and promote it for you. Bottom-line to social media success – active participation, relationship building, creating amazing content and engaging other people who then become your band of brand advocates.
  • 78.
    Whatever you doTake control of your brand. Make it their own. Self-select social media experiences to engage in with the brand, and Become loyal brand advocates and brand guardians. Don’t be afraid to let consumers (and employees):
  • 79.
    That’s where thepower of your brand comes from.
  • 80.
    But what ifthey say something BAD ? F LIGHT Ignore it. You have three choices: Use the 3 Fs of Social Media Reputation Management F LIGHT Ignore it. F IGHT Join it. F IGHT Join it. F LOOD Bury it. F LOOD Bury it.
  • 81.
    Dell’s Big Mistake1,730 Diggs, 422,032 views, and 77 pages of comments 3,672 Diggs, 149,963 views, and 142 pages of comments Don’t try to control the conversation. Admit your mistakes. Be transparent.
  • 82.
    Example: Harry PotterThe Harry Potter brand was originally built by consumers not marketers. Consumers shared it, experienced it and lived it, particularly on the social web. Fan sites, blogs, forums, fan fiction, fan art, music, videos, podcasts, and more J.K. Rowling and the publisher originally send cease & desist letters but quickly learned letting fans take control of the brand on the social web was far more powerful.
  • 83.
    Secrets to SocialMedia Marketing Success Forget everything you know about marketing. Think like a publisher, not a marketer. If you build it, they won’t necessarily come. You have to give them a reason. It’s not about you. Let the audience take control. It’s a long-term strategy. Be patient and persistent.
  • 84.
    Protect Your BrandTrademark your brand name, logo, packaging, etc. Contact your attorney or visit USPTO.gov for more information. Invest in a great logo, brand design, Web site design, blog design, marketing materials, ad design, etc. Hire a talented freelancer through a site like iFreelance.com, Guru.com, Elance.com, or Freelancer.com. Remember search engine reputation management. Get your brand name in your domain name, Twitter ID, Facebook page, and so on before someone else uses it! Monitor your brand mention online using tools like Google Alerts, Twitter Alerts and Monitter.com. Use the 3 Fs of Social Media Reputation Management. Invest in legitimate SEO help through sites like SEOMoz.org or an SEO consultant. Twitter Alerts via TweetBeep: www.tweetbeep.com Google Alerts: www.google.com/alerts
  • 85.
    10 Next Stepsto Build Your Brand and Your Business Identify your goal for your brand and its ultimate position in the minds of consumers and against the competition. Determine the word or phrase your brand should own in the minds of consumers. That is the heart of your brand promise. Create messages, experiences, and images that consistently communicate that brand promise. Find your best audience (or audiences). Communicate your brand promise through integrated marketing tactics. Join the online conversation across the social Web and build your band of followers and brand advocates. Allow them to take control of their brand experiences and the online conversation. Be real, be honest, be accessible, be engaging, and be true to your brand promise. Test, analyze results, and try again. Be consistent and persistent while exercising restraint.
  • 86.
    That’s how abrand is created and that’s how you use the social web to build your brand and build your business!
  • 87.
    Most Important JUSTGET STARTED!
  • 88.
    For More InformationFoi “… an easy, thoughtful, and strategic manual for your social media marketing success plan. Avoid reading this social media marketing guide at your own peril.” – Dan Schawbel, #1 international bestselling author of Me 2.0 . I’m reading 30-Minute Social Media Marketing by @susangunelius http://amzn.to/30minsmm #30minutesmm Follow @susangunelius Tweet the following message to get a free bonus chapter via a special Twitter direct message: For Conference Attendees:
  • 89.
    Contact Susan GuneliusWebsite: www.KeySplashCreative.com Twitter: www.Twitter.com/susangunelius Facebook: www.Facebook.com/susangunelius LinkedIn: www.Linkedin.com/in/susangunelius Email: [email_address] Books by Susan Gunelius (available on Amazon.com, BarnesandNoble.com, Borders.com & in book stores): Coming in 2011: The Complete Idiot’s Guide to WordPress and Content Marketing for Dummies