inQube Webinar: Digital Branding for Digital Starters

“Digital Branding for Digital Starters”
Cheryl Miller, Founder & Executive Director, Digital Leadership Institute
inQube - female digital accelerator @MIC Brussels - 17 July 2014

Cheryl D. Miller, Founder, Digital Leadership Institute - inQube @MIC Brussels - 17 July 2014
Education & Skills Development:

Innovation & Entrepreneurship Support:

Advocacy & Awareness-Building:

!
!
Best Practices Research & Consultancy:

Research:

- ITU Broadband Commission:“Eskills for Girls" Best Practices Report 2014

- EU Projects: Mobile Workforce,Women Web Entrepreneurs, etc.
Consultancy:

- Corporate Organizational Strategy: Hiring, Retention, Communication, Education

- Other: Communication, Outreach Activities & Event Organization and Curation
D I G I T A L L E A D E R S H I P I N S T I T U T E
I N T E R N AT I O N A L
Digital Leadership Institute

-Bridging the Gender Gap & Digital DivideWorldwide

!
!
D I G I T A L L E A D E R S H I P I N S T I T U T E
I N T E R N AT I O N A L
Digital Leadership Institute

-Bridging the Gender Gap & Digital DivideWorldwide

What is a brand?

???
Customers
Product
Perception
Feeling
Sound
Logo
Image
Reputation
Knowledge
People
Marketing
Popularity
Name
“Front of Mind"
Differentiator
Expertise
Equity
Money
Business

Yes.
Customers
Product
Perception
Feeling
Sound
Logo
Image
Knowledge
People
Marketing
Name
“Front of Mind"
Differentiator
Expertise
Equity
Money
BusinessReputation
Popularity

Customers
Product
Perception
Feeling
Sound
Logo
Image
Knowledge
People
Marketing
Popularity
Name
“Front of Mind"
Differentiator
Expertise
Equity
Money
BusinessReputation
In 2001 Hislop defined branding as "the process of creating a
relationship or a connection between a company's product and
emotional perception of the customer for the purpose of generating
segregation among competition and building loyalty among customers."
In 2004 and 2008, Kapferer and Keller respectively defined it as a
fulfillment in customer expectations and consistent customer
satisfaction.[1]!
Wikipedia Entry "Brand Management"

What is Digital
Branding?

Business Need Hierarchy
Brand
Need
Mission
Marketing

Business 101
• Identify the need in the market!
• Devise a solution to address the need
(Mission)!
• Differentiate:!
- Image / Perception!
- Speed!
- Location !
- Access!
- Technology!
- Etc.!
• 1+1+1=
8
=>DIGITAL

Need
Need
Wikipedia: Maslow's Hierarchy of Needs

Mission
Need
Mission

Mission
• Devise a solution to address the need!
• Impacts!
• Corporate Structure!
- Organization!
- Objectives!
- Mission Statement!
- Activities !
- Products/Services (Product Mix)!
- Income Stream (Mix)!
- Sustainability / Viability!
- Differentiation!
- Added-Value !
- First-Move Advantage vs. Leap-frogging!
- LOCATION, location, location!
- Front-of-Mind!
- Product Placement!
- Perception, Satisfaction, Loyalty!
- Etc.

Business 101
Income-Cost=Proﬁt

Marketing
Need
Mission
Marketing

Marketing 101
The Truth on Marketing: Bill Hicks
"By the way if anyone here is in advertising or marketing… kill yourself.”

!
Fluffylinks Post

Integrated Marketing Strategy
!•! Organizational culture!
!•! Four P's - Prices, Product,
Promotion, Place!
!•! Advertising!
!•! Direct marketing!
!•! Online/internet marketing
(including !
! E-commerce)!
!•! Sales & customer service!
!•! Public Relations!
!•! Promotions!
!•! Trade shows!
!•! Corporate philanthropy!
Wikipedia Entry "Integrated Marketing"

Integrated Marketing Strategy
Online/Internet Marketing!
• E-commerce!
• Search engine optimization
(SEO)!
• Search engine marketing (SEM)!
• Mobile Marketing!
• Email marketing!
• Content marketing!
!
• Social Media (Facebook, Twitter,
LinkedIn, Google +, Foursquare,
Pinterest, YouTube, Wikipedia,
Instagram)

Communication Plan !
AKA Your Project Plan
• Reference/Item #
• Timing
• Media/Channels
• Message
• Audience
• Prerequisites
• Follow-up (DATA)

Digital Communication Plan
• DATA!!! <3
• Reach, Impact, Trafﬁc, Audience, Referrals, Sources,
Inﬂuencers, Effectiveness
• Channel is the Medium (i.e. newspaper+“article" vs. blogpost)
• Cheap (?)
• Fast
• DANGER
Amazon: Hyperthinking

Pick Two
Cheap
Good Fast

Brand
Need
Mission
Marketing
Brand

Marketing 101: Build Brand Equity
1. Know your @#%!
Know your Audience / Allies
Know your Product/s
Know your Channels
Know your Message / Look / Mission / Reputation
!
2. Act Consistently!
Use the same message/look across all media
Digital Media is no different!!!!
!
[3. Don’t be Evil]!

Does your Startup
need branding?

What is Remarkable?
1. Emotional
2. Unique - Typeset & Image
3. Iconic
4. Evocative
5. Memorable
6. Black ;)

Does your Startup
need a Comms Plan?

¥€
1. PLAN is not a 4-letter word!
2. Impact & Reach
3. Data
4. Flexibility & Response
5. Visibility
6. Sales!

What is YOUR brand?

You?
Your product?
Your team?

YES.

Is your brand digital?

Some Examples

ZenDigital.EU

DLI

DigitalMuse.org

Women2020.org

inQube.eu

AdaAwards.com
DigitalGirlAward.com
DigitalWomanAward.com
DigitalimpactAward.com
AdaAwards.com

g-Hive.org

InspireGirls.org

Brand Fails

Dominos
Dominos Video

Science: It’s a Girl Thing
SIGT Video

Cadillac "Poolside"
Poolside Video

Ford Response
Upside Video

Red Jumpsuit Apparatus

Brand Wins

Dove “Real Beauty” Sketches
Dove Video

Audi
Audi Video

New Approaches

GirlRising.com

Big Dream Movement
Microsoft Blog

Lessons
• Your Brand is Digital - whether you want it to be or
not
• Optimise your Digital Channels - to suit your needs,
against your Marketing 101 criteria
• Understand that the Audience is a multiplier & not
necessarily predictable - try to make the most of it
• Quality will rise to the top (?)

Some Lessons for Crisis
• It’s risky business
• You never know
• Do ﬁre drills
• Prepare to create

My Lessons for Crisis
• Chill out
• Be prepared
• Have a plan & stick to it
• Behave
• The Masses Decide

Recap: The Brand
• Business 101
- The Need
- Your “Differentiator"
• Marketing 101
- Look: Image / Logo
- Message: Slogan / Motto / Tagline
- Media: Conventional / Digital
• Do Stuff

Do Stuff
• PLAN
• Promotion
• Physical & Digital Product
• Funding
• Legal
• Distribution

Digital Tools for Creatives

Promotion!
• Official Website - Wix

• Logo - HireTheWorld.com

• Electronic Press Kit - Lafango

• Newsletter - Mailchimp

• Blogs / Artists / Distributors
• Advertisement: Google, Mobile, etc.
• Social Media:

- Facebook
- LinkedIn
- Google+
- Vimeo
- Wordpress

- Twitter

- Flickr

- Mail Chimp
With thanks to Bong-Ra!

Physical & Digital Product
!
!
!
Merchandise:
• Big Cartel
• Spreadshirt
!
Independent:

• Pulley
!
!
Third Party:
• YouTube
• Vimeo
• iTunes

Funding / Legal / Distro
Crowdfunding
• Pledge
• Kickstarter
• Indiegogo
!
Legal

• IP: Creative Commons

• Contracts

• Administration: Brightbook
!
Publishing / Distribution

• YouTube
• Seed&Spark
• VOD Platforms: Distrify, CreateSpace, MoPix, etc.
!

Example: Bong-Ra.com
!
!
!
!
!
!

“A free & open internet is
a girl’s best friend.”
-me

Your Personal Brand
1. Assess
2. Position
3. Content Creation
4. Streamline Existing Content
5. Publish Content on Top Sites
!
Guardian - CoolBrands.com

Electronic Press Kit
1. Basic Elements
2. Short Bio
3. Links to Professional Work
4. Professional Pictures
5. Testimony from Peers / Awards
6. Press Coverage
7. Events / Showings / Premiers
!
!
Wikihow EPK

Pitch Video
1. Introduction
2. Pitch
• Logline – What’s your story in one sentence?
• Purpose – What’s the point of the campaign?
Is it for production? Post-production?
Theatrical distribution?
• Perks – What’s something unique you’re
offering in return?
3. Showcase
4. Call to Action
!
Indiegogo Handbook for Filmmakers

Basics
1. Low-Budget Film: Marketing
2. How to Write a Press Release
3. 7 Essentials for a Press Kit
4. Clever Movie Marketing Success Stories  
!
LMahomes Raindance.org

Keep in Mind
• The end justifies the means.
• Nothing (good) comes for free.
• Be creative! Explore different mixes.
• Don’t forget:
- Business 101
- Marketing 101
• Pick TWO:
!
!
!
!
!
Cheap
Good Fast

Talent+Discipline=Success

Talent
• Creative Talent
• Marketing Talent

Discipline
• Business Sense
• Hard Work

Success!
Cheryl D. Miller
Email: cheryl@dlii.org
Mobile: +32 479 977 767

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