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BRAND DRIVEN digital

Behind the
Megaphone
Why Your Brand Matters Now More Than Ever

nick westergaard | branddrivendigita...
Schooled by a Realtor

Photo via Flickr user woodleywonderworks
Background

@NickWestergaard
Source: Hubspot
Source: Hubspot
Source: Hubspot
Source: Hubspot
The Megaphone Is Changing
No More

Photo via Flickr user Pank Seelen
Listening vs. Talking

Photo via Flickr user rox sm
Long Tail

Photo via Flickr user BinaryApe
“

The Reality of the
New Media World 

is that if your brand does not have a
belief, if it does not have a soul and
does ...
A brand can be any noun
(person, place, or thing) that needs someone else to
take action (purchase, promote, advocate, and...
You Are a Brand, Too
1
How to Build 

Your Brand
Your Brand Blueprint
‣

Spark

‣

Promise

‣

Narrative

‣

Vocabulary

‣

Visuals
Start with a Spark
The Brand Promise
Brand Promise =

WHAT You Do 

for WHOM
Narrative

Photo via Flickr user view-askew
Vocabulary & Voice

Photo via Flickr user hiddedevries
Visuals

Photo via Flickr user Ali Smiles
2
The Brand Blueprint 

in Action
Spark

Photo via Flickr user HidingInABunker
Promise

Photo via Flickr user (e)Spry
Narrative

Photo via Flickr user roshan1286
Vocabulary

Photo via Flickr user Acarlos1000
Visuals

Photo via Flickr user Doonvas
Photo via Wikimedia Commons user Asolsma1988
Personal Brand
Blueprint in Action
‣

Spark

‣

Promise

‣

Narrative

‣

Vocabulary

‣

Visuals
3
Engaging Others 

in Your Branding
Raving Fans

Photo via Flickr user goodrob13
Everyone’s a Marketer

Photo via Flickr user .Wayne Large
The Axis of Easy
Understand

EASY
Share

Adapt
Source: Ben & Jerry’s Fan Photo
4
Finally
There are a

BILLION
People on
Facebook
Brand Following Behavior Has Doubled
No Single Brand Dominates
BRAND
EQUALIZER
“

YOUR BRAND 

isn’t what you do.

IT’S WHAT YOU 


BELIEVE.”
– dean westergaard, president, westergaard llc
BRAND DRIVEN digital

Questions?

!
blog: branddrivendigital.com
podcast: worktalkshow.com

twitter: @nickwestergaard

nic...
Behind the Megaphone
Behind the Megaphone
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Behind the Megaphone

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Why Your Brand Matters Now More Than Ever — originally presented at ICAAR on February 12, 2014.

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Transcript of "Behind the Megaphone"

  1. 1. BRAND DRIVEN digital Behind the Megaphone Why Your Brand Matters Now More Than Ever nick westergaard | branddrivendigital.com | 2014
  2. 2. Schooled by a Realtor Photo via Flickr user woodleywonderworks
  3. 3. Background @NickWestergaard
  4. 4. Source: Hubspot
  5. 5. Source: Hubspot
  6. 6. Source: Hubspot
  7. 7. Source: Hubspot
  8. 8. The Megaphone Is Changing
  9. 9. No More Photo via Flickr user Pank Seelen
  10. 10. Listening vs. Talking Photo via Flickr user rox sm
  11. 11. Long Tail Photo via Flickr user BinaryApe
  12. 12. “ The Reality of the New Media World 
 is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.” – lee clow, chairman and global director, tbwaworldwide
  13. 13. A brand can be any noun (person, place, or thing) that needs someone else to take action (purchase, promote, advocate, and so on). ! A brand does this by creating a series of IDEAS and TOUCH POINTS that build a larger message which draws the desired party close, engages them emotionally, and inspires them to take action.
  14. 14. You Are a Brand, Too
  15. 15. 1 How to Build 
 Your Brand
  16. 16. Your Brand Blueprint ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
  17. 17. Start with a Spark
  18. 18. The Brand Promise
  19. 19. Brand Promise = WHAT You Do 
 for WHOM
  20. 20. Narrative Photo via Flickr user view-askew
  21. 21. Vocabulary & Voice Photo via Flickr user hiddedevries
  22. 22. Visuals Photo via Flickr user Ali Smiles
  23. 23. 2 The Brand Blueprint 
 in Action
  24. 24. Spark Photo via Flickr user HidingInABunker
  25. 25. Promise Photo via Flickr user (e)Spry
  26. 26. Narrative Photo via Flickr user roshan1286
  27. 27. Vocabulary Photo via Flickr user Acarlos1000
  28. 28. Visuals Photo via Flickr user Doonvas
  29. 29. Photo via Wikimedia Commons user Asolsma1988
  30. 30. Personal Brand Blueprint in Action ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
  31. 31. 3 Engaging Others 
 in Your Branding
  32. 32. Raving Fans Photo via Flickr user goodrob13
  33. 33. Everyone’s a Marketer Photo via Flickr user .Wayne Large
  34. 34. The Axis of Easy Understand EASY Share Adapt
  35. 35. Source: Ben & Jerry’s Fan Photo
  36. 36. 4 Finally
  37. 37. There are a BILLION People on Facebook
  38. 38. Brand Following Behavior Has Doubled
  39. 39. No Single Brand Dominates
  40. 40. BRAND EQUALIZER
  41. 41. “ YOUR BRAND 
 isn’t what you do.
 IT’S WHAT YOU 
 BELIEVE.” – dean westergaard, president, westergaard llc
  42. 42. BRAND DRIVEN digital Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard nick westergaard | branddrivendigital.com | fall 2013 2014
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