developing & communicating your brand · · 2019-02-27developing & communicating your...
TRANSCRIPT
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Developing &Communicating
Your Brandwith Amanda Altman
WWW.A3-DESIGN.COM
STRATEGY-DRIVEN PACKAGE DESIGN + BRANDING
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Goals of Branding
Branding Questions
Color Theory
Cognitive Fluency
Building a Tribe on Social Media
TODAY’S AGENDA
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GARY VAYNERCHUK
“ Brands mature over time like a marriage.The bond you feel with your spouse is different
than when you first met each other.Excitement and discovery are replaced
by comfort and depth.”
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@garyvee, @vaynermedia on
Wine expert, social media
marketing guru,
branding genius, motivational
speaker, serial entrepreneur -
FOLLOW HIM!
GARY VAYNERCHUK
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GARY VAYNERCHUK
“ Brands mature over time like a marriage.The bond you feel with your spouse is different
than when you first met each other.Excitement and discovery are replaced
by comfort and depth.”
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GARY VAYNERCHUK
“ Great marketing is all abouttelling your story in such a waythat it compels people to buy
what you are selling.”
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GOALS OF BRANDING
Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
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GOALS OF BRANDING
Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
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GOALS OF BRANDING
Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
- Special, happiness
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GOALS OF BRANDING
Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
- Special, happiness
- Luxury, exclusivity
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GOALS OF BRANDING
Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
- Special, happiness
- Luxury, exclusivity
- Quality, expensive
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GOALS OF BRANDING
Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
- Special, happiness
- Luxury, exclusivity
- Quality, expensive
- This is Tiffany
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Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
- Special, happiness
- Luxury, exclusivity
- Quality, expensive
- This is Tiffany
GOALS OF BRANDING
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GOALS OF BRANDING
Evoke an emotion
Promotion of a lifestyle
Deliver on a promise
Communicate a message
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QUESTION NO. 1
WHAT DO YOU PROMISETO DO FOR YOUR AUDIENCE?
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QUESTION NO. 2
WHO IS YOUR TARGET DEMOGRAPHIC?
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QUESTION NO. 3
WHO IS YOUR COMPETITION?
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QUESTION NO. 4
HOW ARE YOU DIFFERENT?
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QUESTION NO. 5
DESCRIBE YOUR COMPANYPERSONALITY IN 3 WORDS.
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QUESTION NO. 6
CREATE A STYLEBOARD.
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DESIGN PHILOSOPHY
COLOR THEORY
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credit:The LogoCompany
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credit:Ellen Carter
COLOR RESEARCH & APPLICATION
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credit:The Conversioner
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credit:Kissmetrics
COLOR THEORY
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credit:Essie
COLOR THEORY
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DESIGN PHILOSOPHY
COGNITIVE FLUENCY
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COGNITIVE FLUENCY
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COGNITIVE FLUENCY
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COGNITIVE FLUENCY
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SOCIAL MEDIA
FINDING YOUR TRIBE
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Budweiser Sierra Nevada Guinness
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Sierra Nevada Guinness Budweiser
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SOCIAL MEDIA
FOSTERING YOUR TRIBE
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GARY VAYNERCHUK
“Today, getting people to hear your story on social media,and then act on it, requires using a platform’s
native language, paying attention to context, understandingthe nuances and subtle differences that make each platform
unique, and adapting your content to match.
”
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SOCIAL MEDIA
1. WHERE IS YOUR TRIBE HANGING OUT?
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SOCIAL MEDIA
1. WHERE IS YOUR TRIBE HANGING OUT?
2. WHAT IS THE BEST PLATFORMFOR MY CONTENT?
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL MEDIA
Facebook.com
Twitter.com
LinkedIn.com
Instagram.com
Pinterest.com
YouTube.com
Tumblr.com
SnapChat.com
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Follow the conversation on Twitter!@bizconcle #bizconcle16 @a3_design
SNAPCHAT
71% OF
SNAPCHAT
USERS
ARE AGE
18 34
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GARY VAYNERCHUK
“Your story needs to move people’s spiritsand build their goodwill, so that when you
finally do ask them to buy from you,they feel like you’ve given them so much
it would be almost rude to refuse.”
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SOCIAL MEDIA
Facebook.com
Twitter.com
LinkedIn.com
Instagram.com
Pinterest.com
YouTube.com
Tumblr.com
SnapChat.com
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WHO’S THE TRIBE?
Healthy
Sweet Potato Nutrients
Gluten Free, Allergen Free, Dairy Free
Families
Sweet Breakfasts (kids)
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WHO’S THE TRIBE?
Mom
30+
Healthy Eating
Connected
Educated
Pays for quality
Home/Work Juggle
Does all the shopping and cooking for the family
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FACEBOOK & YOUTUBE
Just made a delightful new recipe with our Healthier Way Sweet Potato
Pancake Mix… breakfast for dinner? YES!
Check out how we did it herewww.YouTube.com/link
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TWITTER & YOUTUBE
Breakfast for dinner? YES!Sweet Potato Pancake Mix recipe here
http://tiny.url.com #nomnom#healthyeating #crunchymomma
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TWITTER & YOUTUBE
Visit our video blog to see howto make these yummy savory
pancakesto compliment tonight’s dinner.
http://tiny.url.com
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TUMBLR & PINTEREST
TUMBLR: lists out the steps of the recipe
PINTEREST: has the photo with a short caption andlink to thetumblr feed or youtube page
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LINKEDIN & FACEBOOK
Our new Sweet Potato Pancake mixis flying off the shelves and notjust for breakfast! Check out our
savory cake recipe to compliment tonight’s dinner.tumblr.com link
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GARY VAYNERCHUK
“You can market your ass off,but if your product sucks, you’re dead.”
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BE AUTHENTIC
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LOVE WHAT YOU DOAND YOU’LL NEVER WORK
A DAY IN YOUR LIFE.
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LOVE WHAT YOU DOAND YOU’LL NEVER WORK
A DAY IN YOUR LIFE.
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RECAP
LOGO
BRANDING GOALS
DESIGN PHILOSOPHY
SOCIAL MEDIA MARKETING
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GARY VAYNERCHUK
“A penguin cannot become a giraffe,so just be the best penguin you can be.”