Co-hosts Bill DeRosa of Talking Finger, Social Media Marketing Agency and Michael Desroches of Brand Inspiration present an engaging talk and workshop -- sharing some of their favorite tips for breaking through the noise to invigorate your brand. In this seminar, you will learn: • How to leverage social media to build brand awareness and advocacy • How to develop a consistent brand narrative between traditional “static” marketing programs and interactive social media channels • How to react to your customers’ voice within online media channels

4. “Marketing is brand building. The two concepts are so
inextricably linked that it’s impossible to separate them.
Furthermore, since everything a company does can contribute
to the brand-building process, marketing is not a function that
can be considered in isolation.
Marketing is what a company is in business to do. Marketing is
a company’s ultimate objective. That’s why everyone who works
in a corporation should be concerned with marketing, and
specifically, with the laws of branding.”
-- Excerpt from The Book:
“The 22 Immutable Laws of Branding”
– Al Ries and Laura Ries

5. What Is Branding?
What Is A Brand?

6. For Many
Organizations,
It’s More Than
An Iconic Logo

8. It’s What
Your Brand
Conveys
Or Stands For

9. = Innovative technology that connects
you to family, friends and colleagues

10. = Your health and your quest to
become a stronger, fitter person

11. = “Trendy” spot to chat
Why do folks hold business meetings
there versus some other major coffee
spots (i.e. Dunkin’ Donuts)

12. It’s the STORY behind the brand that
makes the logo so recognizable. These
organizations aren’t merely selling
products or services. They are selling
the lifestyle that they deem their
consumers’ DESIRE

13. How Do You Get There?
Creating an impactful brand is not
simply creating a logo, it’s a process
of guiding your potential clients through
every step of their decision making
process — long before and after the
sale

14. It Starts With 3 Steps:
• KNOWING your customers
• ALLOWING them to get to know you
• EMPOWERING your people

15. Know Your
Customers
Understand key customer demographics —
gender, age, income, etc…

16. Know Your
Customers
Use demographics to connect on a deeper
level by understanding what customers
ultimately want/need

17. This mom is buying a toy
for her child — what does
she really want though?
• Stimulate her daughter’s
senses so she is aware
of the world around her?
• Engage her attention so
mom can work done?
• Help her daughter take
a nap?

18. Market to the “need”, and
you’ll engage the “prospect”
and build your brand

19. Use Technology and
Modern Applications
• The Swirl Application —
the company uses
Bluetooth technology to
deliver messages to
consumers based on
where they are in the
store.

20. Let Your Customers
Get To KNOW You
We live in an age of
transparency. Virtually
everything we do is being
broadcast across social
media for all the world to
see

21. Let Your Customers
Get To KNOW You
• The same should be true
of how your consumers
connect with your brand

22. Let Your Customers
Get To KNOW You
• People STILL do
business with people
they like

23. Southwest Airlines — showed a Halloween video of their
“Head Honcho” being transformed into Snow White

24. Cummins Diesel — showed its environmental
responsibility in a unique, “fun” way

25. Empower Your People
How do consumers get to know you?

26. Some Methods:
• logo
• tagline/descriptor
• advertising/direct marketing
• landing pages/website
• social media
• video/motion

27. A Stronger Way
The Folks Behind Your Message

28. Each of your public-facing employees is
your new de facto spokesperson, from the
chair someone praises (or rants about on
social media) — to the manager who always
has a ready smile and is willing to go the
extra mile

29. Allow your staff to put their best foot forward
by developing and encouraging the internal
culture you want people to see when they
look and engage with your brand

30. Organization Example: Twitter
• Famous for — rooftop meetings, free
meals, yoga classes and unlimited
vacations
• Workers love being a part of a team
organization — and working with other
like-minded people. Famous for having
employees that don’t leave until a job is
complete and who are working toward
a cause.

31. The Result:
• Twitter consistently ranks in the Top 2
in social media platforms for the past 3
years

32. Organization Example: Zappos
• Famous for — before someone is hired
— candidates go through a cultural fit
interview that carries half the weight of
the employment decision.
• New hires are offered $2,000 to quit
after their first week if they decide the
position is not for them

33. The Result:
• Zappos employees are dedicated to
taking care of its customers — over $1
billion in gross sales in less than 10
years

34. Organization Example: Gap
• Gap’s social media policy may not be
for everyone — it is conversational and
straightforward, but it reflects their
brand and how they want employees to
use social media
“If you !%#@ up? Correct it immediately
and be clear about what you’ve done to
fix it. Contact the social media team if it’s
a real doozy”

35. It takes VISION &
INVESTMENT

36. How much thought does it
take to promote Apple as
opposed to the Farmer’s
Market just down the street
that sells apples?

37. The right answer:
The same amount

38. • Marketing & Branding is an investment in the
future of your business
• The creative thought process is the same; the only
difference is the amount of money you have to
spend on the advertising budget
• Don’t cut corners on the branding and creative
processes and you won’t shortchange your results
• A solid branding firm will be with you on your
journey to appeal to prospects and customers at
every step of the purchasing process and lifetime
of the customer

39. m i c h a e l d e s r o c h e s o n l i n e . c o m
# C o f f e e W i t h M D
# B r a n d I n s p i r a t i o n

40. talkingfinger.com
203-491-0306
bill@talkingfinger.com

41. Thank you for attending!
Questions?