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CONNECTING THE DOTS:
BUILDING YOUR BRAND
ACROSS CHANNELS
brought to you by @msvictoriayoung
HELLO

nice to meet you, i’m victoria young
I love exploring the intersection of design, culture, and technology.

@msvict...
TABLE OF CONTENTS

1) BRAND FRAMEWORK
2) MARKETING TOUCHPOINTS
3) CASE STUDIES
4) TACTICS
5) RESOURCES
6) QUESTIONS

BUILD...
LET’S FRAME OUR THINKING AND START OFF BY
ASKING OURSELVES, WHAT IS A BRAND ANYWAY?

BUILDING YOUR BRAND ACROSS CHANNELS B...
A BRAND IS MORE THAN A LOGO.
IT IS MORE THAN ADVERTISING.
IT IS MORE THAN THE MESSAGING.
IT IS MORE THAN THE PRODUCT ITSEL...
“[Brands] are complex, and like great people
great brands are dimensional; they have a
soul, personality and behaviors tha...
YOUR BRAND SHOULD ENABLE
EXPERIENCES AND CREATE MEANING

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
CREATING CONNECTION THROUGH
YOUR BRAND IS THE WAY INTO YOUR
CUSTOMERS’ HEARTS.
THEIR HEARTS DEFINE WHAT THEY DO
WITH THEIR...
ASIDE:
(I WOULD
ADD THAT
COMPANY
CULTURE
ALSO
CONTRIBUTES
TO AND CAN
DEFINE YOUR
BRAND.
IT STARTS
FROM WITHIN.
EX: ZAPPOS)...
COHERENT ≠ CONSISTENT

consistency implies repetition.
coherence demands creativity.
thinking of a brand strategy as
creat...
SCALABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
VARIABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
RECOGNIZABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
BELIEVABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
EXPERIENTIAL

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
IN OTHER WORDS, SHOW, DON’T TELL.
LET YOUR BRAND BECOME MULTIDIMENSIONAL.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTO...
NOW, CUE THE INTERNETZ...
ASIDE:
(I WOULD
ALSO ADD
FLEXIBLE AND
CUSTOMIZED.)

“The web has made constructing our
identity through niche communities ...
“Venture capitalists [look at social media] before
they decide to pour millions of dollars into a
startup. They're checkin...
THE INTERNET HAS GIVEN US
AWESOME PLATFORMS SO WE CAN
TELL BETTER STORIES.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICT...
SERIOUSLY, SO MANY TOOLS!!!!!!!

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
“Through the interface, it is increasingly easy
to see how a company behaves, the
actions it takes, what it says, and how ...
SO WHICH PLATFORMS MAKE THE
MOST SENSE FOR YOUR BRAND?

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
THIS IS A GROSS OVERGENERALIZATION, BUT A
GOOD STARTING POINT FOR STARTUPS
Mass
Photos, videos, links,
news, polls, etc.

...
BUT REMEMBER, SOCIAL MEDIA IS
ONLY ONE COMPONENT OF YOUR
BRAND STRATEGY AND MARKETING.

BUILDING YOUR BRAND ACROSS CHANNEL...
BUILDING YOUR BRAND REQUIRES CREATING
COHERENCY ACROSS TOUCHPOINTS
landing
pages

newsletter
microsite
.com

SEM

display
...
LET’S TAKE A LOOK AT A FEW
CASE STUDIES.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
GOOGLE: INNOVATIVE, PLAYFUL, CONNECTING

WEB
ONLINE
ADS

SEARCH

MOBILE
SOCIAL

RETAIL

PR
EVENTS

BUILDING YOUR BRAND ACR...
CHOBANI: INFORMATIVE, HEALTHY, ACCESSIBLE

WEB
ONLINE
ADS

SEARCH

MOBILE
SOCIAL

RETAIL

PR
EVENTS

BUILDING YOUR BRAND A...
TOMS: MISSION-DRIVEN, FUN, TRENDY

WEB
ONLINE
ADS

SEARCH

MOBILE
SOCIAL

RETAIL

PR
EVENTS

BUILDING YOUR BRAND ACROSS CH...
SO WHAT BRAND EXPERIENCES
SHOULD YOU BE CREATING FOR YOUR
CUSTOMERS?

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYO...
HOW DO I GET CREATIVE WITH MY BRAND STORY?

1) what are your values / mission
ex. move the human spirit through the power ...
DEFINE YOUR BRAND THEMES, BEGIN CREATING
CONTENT AROUND THOSE THEMES

1) develop a manifesto
2) research your audience
3) ...
RESOURCES TO GET SHARPER WITH YOUR STRATEGY
BRAND STRATEGY INSPIRATION & BEST PRACTICES
Contagious Magazine - Brand As Pat...
QUESTIONS?

THANK YOU.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
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Connecting The Dots: Building Your Brand Across Channels

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Applying the Brands As Patterns framework for designing your brand strategy across channels. Case studies on how Google, Chobani and TOMS Shoes are developing brand patterns on Facebook, Twitter, and YouTube through strategic storytelling and effective content marketing.

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Transcript of "Connecting The Dots: Building Your Brand Across Channels"

  1. 1. CONNECTING THE DOTS: BUILDING YOUR BRAND ACROSS CHANNELS brought to you by @msvictoriayoung
  2. 2. HELLO nice to meet you, i’m victoria young I love exploring the intersection of design, culture, and technology. @msvictoriayoung I studied social psychology and behavioral economics at UCLA and believe the best strategies are rooted in fundamental understanding of people. I try to understand how brands make people fall in love with them. I am constantly intrigued by new ideas and ways of thinking. I have worked on marketing campaigns for Rolex, JanSport, Disney, Qualcomm, Warner Bros, PETCO, and Invisible Children and have also helped startups launch new brands into the marketplace. I am a student at MIT Sloan in Entrepreneurship & Innovation.
  3. 3. TABLE OF CONTENTS 1) BRAND FRAMEWORK 2) MARKETING TOUCHPOINTS 3) CASE STUDIES 4) TACTICS 5) RESOURCES 6) QUESTIONS BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  4. 4. LET’S FRAME OUR THINKING AND START OFF BY ASKING OURSELVES, WHAT IS A BRAND ANYWAY? BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  5. 5. A BRAND IS MORE THAN A LOGO. IT IS MORE THAN ADVERTISING. IT IS MORE THAN THE MESSAGING. IT IS MORE THAN THE PRODUCT ITSELF. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  6. 6. “[Brands] are complex, and like great people great brands are dimensional; they have a soul, personality and behaviors that differentiate them from others. They leave an impression and invite you to engage with them. Great brands are interesting and make it clear why people need them.” - SHAWN PARR, BULLDOG DRUMMOND BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  7. 7. YOUR BRAND SHOULD ENABLE EXPERIENCES AND CREATE MEANING BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  8. 8. CREATING CONNECTION THROUGH YOUR BRAND IS THE WAY INTO YOUR CUSTOMERS’ HEARTS. THEIR HEARTS DEFINE WHAT THEY DO WITH THEIR TIME AND THEIR WALLETS. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  9. 9. ASIDE: (I WOULD ADD THAT COMPANY CULTURE ALSO CONTRIBUTES TO AND CAN DEFINE YOUR BRAND. IT STARTS FROM WITHIN. EX: ZAPPOS) “Creating a brand capable of existing in today's agile and iterative environment begins with the formulation of coherent patterns. And a brand's strategy, identity, products, services, and user experience design must be interdependent in order to create this coherent pattern. By using patterns, we place the brand in something, rather than on it." - MARC SHILLUM, METHOD INC. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  10. 10. COHERENT ≠ CONSISTENT consistency implies repetition. coherence demands creativity. thinking of a brand strategy as creating a pattern through storytelling is important because patterns are... BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  11. 11. SCALABLE BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  12. 12. VARIABLE BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  13. 13. RECOGNIZABLE BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  14. 14. BELIEVABLE BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  15. 15. EXPERIENTIAL BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  16. 16. IN OTHER WORDS, SHOW, DON’T TELL. LET YOUR BRAND BECOME MULTIDIMENSIONAL. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  17. 17. NOW, CUE THE INTERNETZ...
  18. 18. ASIDE: (I WOULD ALSO ADD FLEXIBLE AND CUSTOMIZED.) “The web has made constructing our identity through niche communities more visible, accessible, and rewarding." - BUD CADDELL, DEUTSCH INC.
  19. 19. “Venture capitalists [look at social media] before they decide to pour millions of dollars into a startup. They're checking how many followers, and how fast the numbers are growing. They're looking at consumer feedback and how they respond... they're assessing how creative startups are about managing marketing campaigns and leveraging their presence. An impressive social-media effort can show that a brand has a unique and appealing voice—and that it knows how to grab customers. And it can be the tipping point in the decision to back a startup.” - “IF YOU LOOK GOOD ON TWITTER, VCS MAY TAKE NOTICE”, WALL STREET JOURNAL
  20. 20. THE INTERNET HAS GIVEN US AWESOME PLATFORMS SO WE CAN TELL BETTER STORIES. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  21. 21. SERIOUSLY, SO MANY TOOLS!!!!!!! BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  22. 22. “Through the interface, it is increasingly easy to see how a company behaves, the actions it takes, what it says, and how it responds, reacts, or hides. This transparency demands that a brand be more consistent, responsive, communicative, and social. As a result, the brand becomes more dimensional and, in effect, more human." - FAST COMPANY BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  23. 23. SO WHICH PLATFORMS MAKE THE MOST SENSE FOR YOUR BRAND? BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  24. 24. THIS IS A GROSS OVERGENERALIZATION, BUT A GOOD STARTING POINT FOR STARTUPS Mass Photos, videos, links, news, polls, etc. Specific Interaction, news, personality, etc. Photos, videos Video BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  25. 25. BUT REMEMBER, SOCIAL MEDIA IS ONLY ONE COMPONENT OF YOUR BRAND STRATEGY AND MARKETING. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  26. 26. BUILDING YOUR BRAND REQUIRES CREATING COHERENCY ACROSS TOUCHPOINTS landing pages newsletter microsite .com SEM display WEB mobile SEO ONLINE ADS SEARCH Facebook geo targeting YouTube YOUR BRAND MOBILE SOCIAL Pinterest magazine apps Twitter RETAIL PR eCommerce EVENTS mobile DOOH packaging blogs service articles sponsor ships influencers BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  27. 27. LET’S TAKE A LOOK AT A FEW CASE STUDIES. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  28. 28. GOOGLE: INNOVATIVE, PLAYFUL, CONNECTING WEB ONLINE ADS SEARCH MOBILE SOCIAL RETAIL PR EVENTS BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  29. 29. CHOBANI: INFORMATIVE, HEALTHY, ACCESSIBLE WEB ONLINE ADS SEARCH MOBILE SOCIAL RETAIL PR EVENTS BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  30. 30. TOMS: MISSION-DRIVEN, FUN, TRENDY WEB ONLINE ADS SEARCH MOBILE SOCIAL RETAIL PR EVENTS BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  31. 31. SO WHAT BRAND EXPERIENCES SHOULD YOU BE CREATING FOR YOUR CUSTOMERS? BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  32. 32. HOW DO I GET CREATIVE WITH MY BRAND STORY? 1) what are your values / mission ex. move the human spirit through the power of ingenuity 2) what is your DNA ex. design, performance, technology, quality 3) who is my audience ex. hands-on, can-do people who prioritize quality 4) what makes you unique ex. custom features to support on-the-go lifestyles 5) what themes exist in your story ex. finding new roads, connecting families BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  33. 33. DEFINE YOUR BRAND THEMES, BEGIN CREATING CONTENT AROUND THOSE THEMES 1) develop a manifesto 2) research your audience 3) create a content strategy 4) recruit an intern 5) create content 6) start publishing BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  34. 34. RESOURCES TO GET SHARPER WITH YOUR STRATEGY BRAND STRATEGY INSPIRATION & BEST PRACTICES Contagious Magazine - Brand As Patterns Designing for Emotion Social Media Explorer Digital Buzz Blog Content Marketing Institute Udemy - Social Media Marketing CONSUMER RESEARCH Google Think Insights PEW Internet Research BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
  35. 35. QUESTIONS? THANK YOU. BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG
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