Branding with Social Media

the promise behind the brand. WHY IS BRANDING SO IMPORTANT? Too many choices and too little time No differentiation between products People rely on their gut when making choices The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. The brand promise must be Authentic Based on an actual point of differentiation Authentically claimed and delivered The essence of the brand itself The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. It must also be delivered at every touchpoint Everywhere the consumer comes in contact with the company and product. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. DOWNTOWN LAFAYETTE’S UPCOMING EVENTS TM SUNDAY, MARC H 16, 2009 THE NEW MUSIC SERIES SP O NSO RED IN PART BY The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. Before you start using social media to market your brand, You need to know what you are going to say The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. FOCUS Define the one differentiating and powerfully compelling quality that makes your brand Razor sharp The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. CONNECTION Connect with your audience by establishing your voice, and defining your message The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. HARMONY Unify your brand by developing branded touchpoints that establish trust The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. NOT PRICE If price is your only point of differentiation, you are not building a brand. You are selling a commodity. The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. NOT PEOPLE Every company says they have great people. What makes yours better than theirs? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. Interbrand’s report on brand value from 2008 illustrates what the return on your investment in branding is worth The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. What mental real estate is yours to own? What emotions do you evoke? What differences can you authentically claim? Why should we care? The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. 2. RESOLVE Your promise is your brand Develop a relationship with your consumer The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. History of Advertising 1900 What is it - FEATURES 1925 What does it do for me - BENEFITS 1950 How does it make me feel - EXPERIENCE 2000 Who Am I – BELONG The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. 3. REINVENT Consumers are in control You can’t yell at them You can’t treat them like they are stupid You can’t buy their attention You have to be where they are You have to speak their language The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. 4. RELATE Brand a tribe We want to belong We want to be a part of something We want to connect with others like us We want to be in the club The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. 5. REACT Brand launch Your brand deserves a professional logo Your brand deserves professionally printed business cards The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. Your brand deserves professionally designed sales materials Your brand deserves a great website Your brand deserves a great reaction from your audience The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. Total Media Companies spend $4.5B annually to buy a crowd Advertising Age Magazine December 2008 The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. Social Media provides opportunity for social marketing, which is better than advertising because it – The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. LISTEN Find out the who, what, where, why and when Read up on current events Study the panelists and decide who you want to listen to The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. WEBSITE •Easy domain name •Well developed, interesting, no ads •Captures your brand essence •Update it regularly The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. BLOG •Easy to set up with Blogger or Wordpress •Regular updates •Use pictures and video •Add variety to your content •Not just about you •Provides a place for conversations The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. Select content to tell others that it’s great StumbleUpon Digg Let people know about events Upcoming Bookmark content of interest del.icio.us The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. EMPLOYEES •Use social media for recruitment •Get to know your employees and what they are doing (and who they are doing it with) •Create a policy for their role The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. THOSE AREN’T MY PEOPLE •My customers aren’t online •How could I use the internet for my B&B The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. BROWN LURES - SELLS FISHING LURES •Podcast ‘fishing stories’ •YouTube ‘how to’ videos •Guides up and down the coast subscribe •Uses RSS and content tagging •E-mail marketing for trade shows The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. BEING THE FIRST TO USE SOCIAL MEDIA IN YOUR CATEGORY GIVES YOU THE OPPORTUNITY TO DOMINATE YOUR CATEGORY The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. LINCOLN SIGN COMPANY - MAkES SIGNS LOCALLY •Blogs as sign is made •Gives customers the experience of the sign creation •‘Memory Box’ with scraps •Customers are connected The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. IN 2008 90% OF PURCHASES WERE MADE AFTER RESEARCH ONLINE. Inc. Magazine January 2009 The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

the promise behind the brand. RECAP •Branding is crucial •Social Media helps to create community around your brand •All it takes is time or money The Russo Group ©2001–2009. All Rights Reserved | branding@therussogroup.com | 337.769.1530

Branding with Social Media

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