Branding 2013

1. Branding 2013 Subtitle Goes Here

2. Find Your Brand’s Voice

3. Find Your Brand’s Voice • Build Archetypes • What does he or she look like? • Care about? • Do for work? • Do for fun? • Want from your brand?

4. Find Your Brand’s Voice • Fill in the Blank • I want my brand to make people feel _____ • I want people to ____ when they encounter my brand • Three words that describe my brand: ___, ___ & ___ • I want to mimic the brand voice of ____ • I dislike brand voices that sound ____ • Interacting with my clients and potential clients makes me feel ____

5. Find Your Brand’s Voice • Color Scheme • Analyze the logos, websites and color schemes of competitors • Look at different tones and textures • Color Psychology • Different colors give off different emotions • Simplicity is key • Find a balance between fitting in with your industry, while still being unique to other brands

6. Accountability & Trust

7. Accountability & Trust • Reputation management • Transparency is critical • Much harder to earn consumers’ trust

8. Accountability & Trust • Brand Promises • Promise Makers • Marketing Department • Promise Keepers • Sales • Operations • Customer Service • Product Development • Etc. • Start Keeping Promises Before You Make Them • Assess how well you’re delivering • Qualitatively and quantitatively • Promises must address… • What is true about your organization • The needs of your customers

9. Accountability & Trust Brand Value Yesterday Brand Value Tomorrow

10. Employee Branding

11. Employee Branding • Using the positive connection between a company and their employees to extend favorable brand images and experiences to customers and users • Start with your employees • Customer experience is paramount • Responsible for delivering what your brand promised • Clearly define and elaborate the desirable traits and behaviors you want employees to exhibit

12. Brand Experience

13. Brand Experience • Social web constantly changing • Hyper-connectivity • Everything mobile, all the time • Increasingly the first place brands spend their marketing budget • Apps • Advertisements • Branded content • Mobile singularity: the point at which consumer experience is equivalent on any device

14. Brand Experience • Storytelling and creating brand experiences • Both in-person and online • Emotion-driven ads • Customers don’t always remember what you did for them, they remember how you made them feel • Optimized customer experiences • “apps you can smell”

15. Social Media

16. Social Media • Smarter Social Media Advertising and UI • Social media-savvy • More targeted content • Better-directed consumer experiences • Brand Behavior • Using data to leverage behavioral targeting • Increase ROI for digital and mobile marketing campaigns

17. Social Media • Crowdsourcing – turning content and conversations into marketing opportunities • PepsiCo’s Frito-Lay – “Do Us a Flavor” • Asked users to come up with a chip new flavor • User with winning flavor idea received $1 million • Budweiser – “Project 12” • 12 Bud brewers in U.S. each had to create a new beer • Consumers asked to pick favorite (25,000 voted)

18. Social Media • Brands as Social Influencers • Consumers expect brands to use their money for good • Social, Environmental, Economic • CSR should be a strategic priority

19. Visualization

20. Visualization • Articles with images get 94% more views • Visuals process 60,000x faster in the brain than text • Benefits of Images • Additional sources of traffic, if properly tagged and optimized • Drive more blog comments and engagement • More aesthetically pleasing and easier to read • Can help content go viral on social networks • Shows knowledge of internet culture • Uses • Explain something technical or data-heavy • Charts, graphics, diagrams, How-To’s • Reinforce your blog posts • Tell your brand story

21. Visualization • Demand for visual content • Pictures/Images, Infographics, Videos, etc. • Growth of visual platforms – Pinterest & Instagram • Don’t just enhance content, images ARE the content • Select shareable images with emotional appeal

22. Content Marketing

23. Content Marketing • Content Marketing is about… • Relating to your customers • Finding the basis of conversation • Creating and curating content that makes consumers come back again and again • Getting to know your audience • Developing your brand voice

24. Content Marketing • B2B Content Marketing Examples • A story that illustrates solutions • An illustration that tells a story • Blogging that shares expert knowledge • Content that visually demonstrates expertise

25. Content Marketing • Create Unexpected Content • Collaborate with an unlikely source • Ex. Pepsi & American Idol, Justin Beiber & Ludacris • Address a major pain point in your industry, company or brand • Offer a brand or company “secret” – be transparent • Catch your audience’s attention

26. Content Marketing • Consumer-driven content • Encourage Brand Advocates • People who share your brand images • Reach out to those who are most active • Reach out to negative consumers as well • Offer to fix their problems

27. Content Marketing • B2B Content Marketing Tips • Speak from your customer’s point of view • Talk less, listen more, and act even more • Use language your audience speaks • Find examples and analogies in your prospects’ life so they can relate • Create content that solves pain points • Leverage Q&A’s for content ideation • Avoid the sales pitch • Add a blog for SEO • Repurpose blog content for white paper creation • Try video • Promote content via social media • Optimize your titles for SEO

28. B2C Content Marketing

29. B2C Content Marketing – Whole Foods • Company Blog “Whole Story” • Content • Recipes • Health News • Social Responsibility • Sustainability Tips • Contributors • Staffers, Health Experts, Suppliers, Producers, Marketplace Employees

30. B2C Content Marketing - Anthropologie • Company Blog “The Anthropologist” • Image-based • Dedicated to sharing artists stories • Use image to promote a lifestyle • Use professional writers, photographers and filmmakers

31. B2B Content Marketing

32. B2B Content Marketing - Intuit • Company Blog “Small Business Blog” • Community driven content • Answer questions users and readers need to know • Adds value to content and keeps readers coming back • Cover everything a business owner may need • Tax Tips • Environmental Responsibility • Hiring Process • Small Business Marketing and Management

33. B2B Content Marketing - HubSpot • Company Blog • For marketers of all experience levels • Engaging content that helps marketers do their job • E-books and webinars explaining critical concepts of online B2B marketing • News and infographics about the current marketplace

34. Branding Best Practices

35. Branding Best Practices • Build Archetypes • Accept Your Flaws – Be Transparent • Don’t Make Promises You Can’t Keep • Reach Out to Your Employees • Be Accessible on Any Device • Embrace Mobile Singularity • Provide Positive Brand Experiences • Become a Social Media Expert • Create and Actively Maintain a Blog • Encourage Conversation • Be Visual, Period. • Develop a Content Marketing Strategy • Be Unpredictable