Brand Building For Bloggers


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This presentation from WordCamp Columbus #wccbus covers how to build a strong brand online. Brand building is what makes people fall in love with brands - it is the inspirational aspect of marketing.

The presentation includes 5 steps to effective brand building:
1) Assess the blogosphere or the landscape. Who are your competitors? What are people already doing? What works? What doesn't?
2) Determine your Audience - Who are you trying to reach? What are they interested in? Where can you find them?
3) Define your brand - Where do you fit in? What is your unique positioning? How will you be different? What does your brand stand for?
4) Bring your brand to life - Execute against the desired position/look/feel/character that you want to build for your brand.
5) Brand building Principles - Clear Positioning, Single-Mindedness (don't be afraid to be niche), Consistency, Personality.

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Brand Building For Bloggers

  1. 1. Brand Building for Bloggers Krista Neher CEO – Bootcampdigital [email_address] @kristaneher
  2. 2. About Me….. <ul><li>5+ Years at P&G in Marketing and Finance </li></ul><ul><li>2 Years at Internet Startup </li></ul><ul><li>Now… Marketing Training and Consulting </li></ul><ul><ul><li>Digital Strategy </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Training </li></ul></ul>
  3. 3. What Makes Some Brands Inspirational While Others Struggle? BRAND BUILDING
  4. 4. Like it or not, you have a brand. <ul><li>Wikipedia: </li></ul><ul><ul><li>A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . </li></ul></ul><ul><li>A brand is in the eyes of others. </li></ul><ul><li>Brand Equity </li></ul><ul><ul><li>What your brand stands for in the hearts and minds of your audience. It is both logical and emotional. </li></ul></ul>
  5. 5. Step 1: Assess the Blogosphere <ul><li>Who else is blogging in your space? </li></ul><ul><li>What are they blogging about </li></ul><ul><li>What categories are popular? </li></ul><ul><li>What content is missing? </li></ul><ul><li>What traditional media is in your space? </li></ul><ul><li>How do you fit in? </li></ul>
  6. 6. Step 2: Who are you Trying to Reach? <ul><li>Who are the people that you are trying to reach? </li></ul><ul><li>Where are they online? </li></ul><ul><li>What are you offering them that is valuable? </li></ul><ul><li>Why should they read you? </li></ul>
  7. 7. What is your unique positioning in the space? 26 million Americans have started a blog. 184 million world wide blogs. There are 94 million US blog readers.
  8. 8. There are over 109 million domains registered Only 2.5 million Trademarks The Internet is a Crowded Place
  9. 9. Key to Positioning <ul><li>Be specific </li></ul><ul><li>Be remarkable </li></ul><ul><li>Offer unique value </li></ul><ul><li>Do something different </li></ul>
  10. 10. Step 3: Define Your Brand <ul><li>What are you about? </li></ul><ul><li>What do you stand for? </li></ul><ul><li>What makes you different? </li></ul><ul><li>What personality/character do you want your brand to stand for? </li></ul><ul><li>There is a ton of content out there – why should someone read you? </li></ul>
  11. 11. Blog Specific Branding Tips <ul><li>Get your domain (.com) </li></ul><ul><li>Pick a great name </li></ul><ul><ul><li>Spellability </li></ul></ul><ul><ul><li>People make mistakes more than you think </li></ul></ul><ul><li>Use a custom template </li></ul><ul><li>Get a great design with a clear identity </li></ul><ul><ul><li>Elance </li></ul></ul>
  12. 12. Step 4: Bring your Brand to Life <ul><li>Execution: Create a design theme/name/logo that showcases your unique character, positioning and theme </li></ul>TwiTip Twitter Tips in 140 Characters or More
  13. 13. Step 5: Brand Building Principles <ul><li>Clear Positioning </li></ul><ul><ul><li>Know what you are and what you aren’t and stick to it </li></ul></ul><ul><ul><li>Have an elevator pitch </li></ul></ul><ul><ul><li>Don’t be afraid to be “niche” – there is an audience for everything </li></ul></ul>
  14. 14. Step 5: Brand Building Principles <ul><li>Single-Mindedness </li></ul><ul><ul><li>You can’t be all things to all people </li></ul></ul><ul><li>A strong brand has a very specific place in the market </li></ul><ul><ul><li>Apple vs. PC </li></ul></ul><ul><ul><li>Starbucks vs. Dunkin’ Donuts </li></ul></ul><ul><ul><li>McDonalds vs. Chipotle </li></ul></ul><ul><ul><li>Tide vs. Gain </li></ul></ul>
  15. 15. Step 5: Brand Building Principles <ul><li>Consistency </li></ul><ul><ul><li>Use the same design theme/photos consistently throughout the internet </li></ul></ul><ul><ul><li>Use the same name on all social sites </li></ul></ul><ul><ul><li>Maintain consistent tone/character/content </li></ul></ul><ul><li>Consistency builds a strong image of what you are in the mind of your audience </li></ul><ul><li>What to expect </li></ul>
  16. 16. Step 5: Brand Building Principles <ul><li>Personality </li></ul><ul><ul><li>People are attracted to personality </li></ul></ul><ul><ul><li>Showcase yours </li></ul></ul><ul><ul><li>Even big brands do it – so should you! </li></ul></ul><ul><li>Find opportunities </li></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Style </li></ul></ul>
  17. 17. Q&A <ul><li>Krista Neher </li></ul><ul><li>@kristaneher </li></ul><ul><li>[email_address] </li></ul><ul><li>513-702-7929 </li></ul>