Build Your Brand and Build Your Business

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Presentation delivered by Susan Gunelius, President & CEO of KeySplash Creative, Inc., at the Entrepreneur Magazine and UPS Growth 2.0 Conference in Miami, Florida on January 26, 2010. Audience included small business owners and entrepreneurs.( (


<p>Slide 1</p> <p>Build Your BrandBuild Your BusinessBy Susan GuneliusPresident &amp; CEOKeySplash Creative,***</p> <p>What is a brand?</p> <p>What a brand is NOT.</p> <p>A brand is not a logo.</p> <p>A brand is not a product.</p> <p>A brand is not a slogan.</p> <p>A brand is not an ad.</p> <p>A brand is not a company.</p> <p>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.</p> <p>Brands that dont keep their promises fail.</p> <p>What is a brand?</p> <p>The Elements of BrandingTangibleLogoColor paletteTypefaceIntangibleImageMessagesPromiseBrand Perception</p> <p>Tangible Brand ElementsElements of a brand that consumers can see and touch such as logo, typefaces, and colors.AT&amp;T uses Pantone Process Blue as the primary color and the AT&amp;T Clearview font for its corporate identity, logo and marketing materials.</p> <p>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. </p> <p>When combined with the tangible elements of the Harley Davidson brand, the brand promise is clear and consistent.</p> <p>3 Steps to Brand BuildingConsistency 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 dont be tempted to go too far.</p> <p>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!</p> <p>Brands are built from Consumer PerceptionsCommunicating consistent messagesSetting consumer expectationsDelivering on those consumer expectations every timeBranding affects every part of your marketing strategy.</p> <p>Strong brands develop over time.The strongest brands OWN a word or phrase in consumers minds.That is the brands position relative to other products on the market.</p> <p>What word does your brand own?</p> <p>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</p> <p>Great Brand Examples</p> <p>Take the Brand Perception Snap ShotWhat 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!</p> <p>How to Build a Brand</p> <p>A.R.M.S.4 Steps to Brand Building SuccessAwarenessRecognitionMemorySpreading the word</p> <p>Slow Down!Strategy firstTactics secondWhats Twilight?Oh yeah, Ive heard of Twilight before. Its that vampire book.I have to 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! Im telling everyone. Its so good!UnawareAwarenessRecognitionMemorySpreading the WordSpreading the Word</p> <p>Know Your CompetitionIts not enough to know what youre doing.Research your competitors and know them as well as you know yourself.Exploit their weaknessesDifferentiate your business from theirsEstablish your unique nichePosition yourself against themSeek out opportunities</p> <p>Develop Internal Brand AdvocatesYour 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, theyll want to advocate your brand.</p> <p>The Role of the Brand Champion and Brand GuardianWhat do you think of when you hear the names: Hugh Hefner Martha Stewart Steve Jobs</p> <p>The best brands have powerful brand champions and brand guardians behind them.</p> <p>The 21st Century Brings Us The Chief Brand Officer</p> <p>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.</p> <p>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.</p> <p>The develop confidence, trust, and security in the brand and choose it over other brands.</p> <p>Brand loyalty can evolve into a Cult Brand.Cult brands are loved by specific groups of die-hard brand loyalists.</p> <p>Cult Brands can grow into Relationship BrandsRelationship 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.</p> <p>Relationship brands are powerful.</p> <p>People look for new ways to experience and share relationship brands.</p> <p>People talk about the brands they love.Word-of-mouth marketing is powerful.Loyal brand advocates are every brand managers dream.Remember that Breck Shampoo commercial, And she told two friends, and she told two friends, and so on, and so on, and </p> <p>Tools to Build a BrandRemember the 3 steps to brand building: Consistency Persistence Restraint</p> <p>Brand PromotionsSales, 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: dont let your competitors drive you to pursue promotions that run counter to your brand.</p> <p>Marketing and Advertising MaterialsBrochures, 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.</p> <p>SponsorshipsLocal events, organizations, teams, schools, publications, and so on.Consistency: Choose organizations to sponsor that match your brand promise.Persistence: Dont 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 wont help and could hurt your brand.</p> <p>Events, Trade Shows, ConferencesOnline 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.</p> <p>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.</p> <p>PublicityPress 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.</p> <p>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.</p> <p>Social Media MarketingSocial media is a term used to define the online 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.</p> <p>The ProofWith 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. And within just 24 hours 350 million people around the world heard the news. All by telling just 7 people.</p> <p>Gary Vaynerchuk of WineLibrary.tvGary Vaynerchuk grew his fathers local wine store in Springfield, New Jersey to a $50 million per year business with HALF of those sales coming from the Web.</p> <p>How did he do it?</p> <p>Through the power of the social Web.</p> <p>Garys passionate and informative video blog posts on quickly drew audiences from around the world as word spread about his contagious content.</p> <p>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.</p> <p>And it all started with a blog.</p> <p>Keys to Social Media SuccessBrand consistency in message and image.Set and meet customer expectations based on the brand promise.Let the audience take control.</p> <p>The Marriage of Building Brands and Business through Social MediaConsumers 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 dont know how to leverage.Social media presents a unique opportunity for companies to engage with current and potential employees, position the brand as a brand of choice, and develop an ongoing dialogue that ultimately creates loyal brand advocates and guardians.</p> <p>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, Google Video, Viddler, etc.)Online chats and telephone (Skype, Google Voice, etc.)And many, many more</p> <p>But where to begin?</p> <p>Multiple departments can get a piece of the social media pie.</p> <p>Step 1: Find Your Best AudienceThe social web gets more crowded everyday. Your efforts are for naught if youre not spending time in the right places.Take time to find the people you want to communicate with, and then join the conversation.</p> <p>Example: PlayboyPlayboy U Social NetworkTwitterFacebookMySpaceYouTubeMetaCafeFriendFeedBlogsMobile contentAnd moreSurround people with branded experiences.</p> <p>Southwest AirlinesBlog and Twitter profile include non-official and entertaining conversations by real employees in their own voices.</p> <p>Notice a REAL person is tweeting with you!Southwest Airlines can be found all over the social web.</p> <p>Step 2: Content is KeyWhat 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.Leave jargon and corporate rhetoric out!</p> <p>Example: WalmartWritten by employeesGiven flexibilityPersonal voiceReaders feel like theyre in the knowEmployees feel like they matter</p> <p>Jet BlueAnother 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!</p> <p>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!</p> <p>ComcastTwitter 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 Franks family website and blog!</p> <p>Step 4: Give More than You ReceiveDont just publicize company news. Give more by creating interesting, useful and valuable content that cant be found on a traditional Web site.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.</p> <p>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 FacebookFlickr photo profileALL adding value and giving the Whole Foods brand a personality and direct dialogue with consumers.</p> <p>H&amp;R BlockTwitter profile and blogs which answer questions, particularly during tax season.</p> <p>Step 5: Dont Put All Your Eggs in One BasketDiversify 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.</p> <p>Example: DellDell 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.</p> <p>GoogleGoogle has 102 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, Knol, Google Voice, and more! Google should have a strong social media presence.</p> <p>Social Media for Brand Building A Two Way StreetBrands 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. Its an incredible market research tool!</p> <p>How ALL Small Businesses Can Benefit from Social MediaHow do you and most of the people you know find information about business, products, and services?</p> <p>A key benefit to building your brand online through social media is the enormous SEO boost your business website can get.</p> <p>5 Ways to Build Your Online Presence, Your Brand and Your Business Each new blog post is a new entry point to your website. If you published 1 blog post each day for a year, thats 356 MORE e...</p>