Brand Building for Bloggers Krista Neher CEO – Bootcampdigital [email_address] @kristaneher

About Me….. 5+ Years at P&G in Marketing and Finance 2 Years at Internet Startup Now… Marketing Training and Consulting Digital Strategy Social Media Mobile Training

5+ Years at P&G in Marketing and Finance

2 Years at Internet Startup

Now… Marketing Training and Consulting

Digital Strategy

Social Media

Mobile

Training

What Makes Some Brands Inspirational While Others Struggle? BRAND BUILDING

Like it or not, you have a brand. Wikipedia: A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . A brand is in the eyes of others. Brand Equity What your brand stands for in the hearts and minds of your audience. It is both logical and emotional.

Wikipedia:

A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity .

A brand is in the eyes of others.

Brand Equity

What your brand stands for in the hearts and minds of your audience. It is both logical and emotional.

Step 1: Assess the Blogosphere Who else is blogging in your space? What are they blogging about What categories are popular? What content is missing? What traditional media is in your space? How do you fit in?

Who else is blogging in your space?

What are they blogging about

What categories are popular?

What content is missing?

What traditional media is in your space?

How do you fit in?

Step 2: Who are you Trying to Reach? Who are the people that you are trying to reach? Where are they online? What are you offering them that is valuable? Why should they read you?

Who are the people that you are trying to reach?

Where are they online?

What are you offering them that is valuable?

Why should they read you?

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.

There are over 109 million domains registered Only 2.5 million Trademarks The Internet is a Crowded Place

Key to Positioning Be specific Be remarkable Offer unique value Do something different

Be specific

Be remarkable

Offer unique value

Do something different

Step 3: Define Your Brand What are you about? What do you stand for? What makes you different? What personality/character do you want your brand to stand for? There is a ton of content out there – why should someone read you?

What are you about?

What do you stand for?

What makes you different?

What personality/character do you want your brand to stand for?

There is a ton of content out there – why should someone read you?

Blog Specific Branding Tips Get your domain (.com) Pick a great name Spellability People make mistakes more than you think Use a custom template Get a great design with a clear identity Elance

Get your domain (.com)

Pick a great name

Spellability

People make mistakes more than you think

Use a custom template

Get a great design with a clear identity

Elance

Step 4: Bring your Brand to Life Execution: Create a design theme/name/logo that showcases your unique character, positioning and theme TwiTip Twitter Tips in 140 Characters or More

Execution: Create a design theme/name/logo that showcases your unique character, positioning and theme

Step 5: Brand Building Principles Clear Positioning Know what you are and what you aren’t and stick to it Have an elevator pitch Don’t be afraid to be “niche” – there is an audience for everything

Clear Positioning

Know what you are and what you aren’t and stick to it

Have an elevator pitch

Don’t be afraid to be “niche” – there is an audience for everything

Step 5: Brand Building Principles Single-Mindedness You can’t be all things to all people A strong brand has a very specific place in the market Apple vs. PC Starbucks vs. Dunkin’ Donuts McDonalds vs. Chipotle Tide vs. Gain

Single-Mindedness

You can’t be all things to all people

A strong brand has a very specific place in the market

Apple vs. PC

Starbucks vs. Dunkin’ Donuts

McDonalds vs. Chipotle

Tide vs. Gain

Step 5: Brand Building Principles Consistency Use the same design theme/photos consistently throughout the internet Use the same name on all social sites Maintain consistent tone/character/content Consistency builds a strong image of what you are in the mind of your audience What to expect

Consistency

Use the same design theme/photos consistently throughout the internet

Use the same name on all social sites

Maintain consistent tone/character/content

Consistency builds a strong image of what you are in the mind of your audience

What to expect

Step 5: Brand Building Principles Personality People are attracted to personality Showcase yours Even big brands do it – so should you! Find opportunities Photos Video Style

Personality

People are attracted to personality

Showcase yours

Even big brands do it – so should you!

Find opportunities

Photos

Video

Style

Q&A Krista Neher @kristaneher [email_address] 513-702-7929

Krista Neher

@kristaneher

[email_address]

513-702-7929