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How to improve your brand and get it found online

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Today's economy has been shaken up, businesses of all kinds are being forced to be innovative, and we are left wondering how we navigate these unsettling times.

Join us in this educational webinar where we discuss how small businesses can take control of their brand and online presence. Setting up their business to be more ready than ever when this temporary set back dissipates and the economy is back in full swing.

Does your business struggle with the following challenges?
- Not reaching your targeted customers
- Customers are not talking about your business
- Experiencing a lack of momentum amongst clients and employees
- Brand touch points appear outdated and don’t communicate your business effectively.
- Your online presence is outdated due to advances in systems & technologies.
- Your business seems to be losing exposure to a competitive industry.

In this webinar, you will learn how to;
1. Improve the brand you already have and extend its lifetime.
2. Gain attention and momentum around your business.
3. Effectively reach out to your desired customers.
4. Create a purposeful brand strategy that will move your business forward.
5. Make more streamlined business decisions.

Attendees of this webinar will receive a brand improvement package that includes:
- Complimentary One-on-One Video Consultation with Gavin or Andrew
- List of Brand Maintenance Tools & Ideas you can apply today.
- An awesome checklist, “Getting Your Brand Found Online”

Gavin O'Halloran
Chief Marketing Guy @Monalo Media www.monalomedia.com
Hailing from Dublin, Ireland, Gavin has been in the marketing trade for over 10 years. He helps local businesses boost their online visibility and increase customer interactions, in order to deliver more leads and help grow their business. Gavin likes to solve marketing problems, which is anything from helping design local marketing systems to more complex SEO configuration. He loves to answer marketing questions, just ask him.

Andrew Scherle
Brand Consultant @Early Creative - www.earlycreative.ca
Andrew has been designing brands and branded experiences for passionate business owners since 2010. Like you, they are small business owners, influencers, and leaders, working hard to grow their business in a competitive market that demands more now, than ever. Andrew believes that the job of a brand is to tell the story of your business, while clearly communicating your goals to desired customers and standing out in your industry. Andrew will be talking about how to improve your brand in today's economy, and what it means to streamline your brand for successful years ahead.

Published in: Marketing
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How to improve your brand and get it found online

  1. 1. Challenges ● Tired of working on your business and not seeing positive results. ● Not attracting the right customers. ● Sense a lack of momentum amongst clients and employees. ● Touch points appear outdated or don’t communicate your business appropriately. ● Business seems to be taking a back seat in your industry.
  2. 2. What is a brand?
  3. 3. A brand is defined by what your customers say your brand is.
  4. 4. It is our job as business owners to define what they are saying.
  5. 5. Three ways to improve your brand.
  6. 6. Get curious 1
  7. 7. Get curious about your customers.
  8. 8. Get curious about your competitors.
  9. 9. ● What are your core values? ● What are your future goals? ● What do your customers expect from your brand? ● What makes you different? ● How much am I willing to invest in my current brand? Ask Questions
  10. 10. Evaluate your existing brand 2
  11. 11. What direction is best for your business?
  12. 12. Brand Refresh Update the appearance of specific brand elements of your business while still maintaining the heart of your brand. Ie. Painting the wall. Option 1 Reasons ● Create better consistency ● Update essential brand components ● Redesign your logo ● Refreshing colours or typography ● Updating brand collateral
  13. 13. Brand Refresh Project: Healing Tree Massage Website Before After
  14. 14. Rebrand Reimagining the entire look of your brand to align with an updated brand strategy, vision, and/or customer reach. Ie. Replacing the wall. Option 2 Reasons ● Redefining your DNA ● Changing your business strategy ● Targeting a different market. ● Changing your business name.
  15. 15. Assess your brand... Before After Rebrand Project: Liquid Amber Tattoo Brand
  16. 16. Assess your brand... Before After Rebrand Project: Liquid Amber Tattoo Brand
  17. 17. 3 Be consistent
  18. 18. ● Allows customers to get to know your brand. ● Keeps your brand memorable. ● Builds trust amongst customers. ● Become more recognizable and easily identifiable. ● Differentiates you from your competition. The value of being consistent
  19. 19. Benefits of improving your brand
  20. 20. Benefits: ● Extend the life of your brand. ● Gain excitement in your business. ● Save money by dialing in on what is important. ● Have confidence that your brand is effectively reaching out to your customers. ● Move towards your goals faster. ● Make more streamlined business decisions. ● More clarity in the direction your business.
  21. 21. Get your brand found online.
  22. 22. What now?
  23. 23. The Fundamentals
  24. 24. Focus on the foundations first ● Your website is your lifeblood. Why? ● What is expected of you? What’s the minimum bar to entry? The 5 ‘technical’ website essentials
  25. 25. The 5 ‘technical’ website essentials HIGH SPEED SECURE NETWORK DEVICE- RESPONSIVE BASIC SEO STRUCTURE EASY TO NAVIGATE
  26. 26. Foundations continued.. ● Blend UX & Technical ● +200 rankings factors
  27. 27. Blog till you drop!
  28. 28. Content & Content Strategy ● Why important? ● Dedicate time - keep it simple ● Medium - figure out what suits you best ● What platforms / channels / tools do you use? ● Tips to get you started ● Map it out & be consistent
  29. 29. Tips to get started ○ 1 topic per month (12 annual) ○ Decide on core message & desired outcome ○ Choose your platform ○ Create 1 long form resource (long blog post, how-to guide, or video) ○ Chop up into micro blogs, create graphics, pull quotes. ○ Use a social media publisher to schedule delivery
  30. 30. Reputation.
  31. 31. Your reputation matters ● Basic social profiles (Linkedin, Facebook, Instagram, Google My Business, Youtube, Yelp etc) ● Trusted business profiles (Chamber, BBB.org, TrustPilot) ● Identify industry-specific sites (trade associations, reviews sites, awards, trade-shows, & additional listing sites) ● BE CONSISTENT ● Manage your Reviews (and ask your customers for them) ● How can we improve our reputation online? ○ Consider other authority signals
  32. 32. What are some of the common authority signals in your industry?
  33. 33. Tactics to promote your brand online.
  34. 34. Tactical ways to promote your brand online 1. Seek out guest blogging opportunities -> 2. Create killer content that your audience desires (solve their problem) 3. Seek out Joint ventures - who complements you 4. Facebook groups, podcast appearances, other online communities 5. Run social competitions / giveaways 6. Create a freemium product - free version with paid 7. Steal your competitors ideas 8. Got hunting on Q&A forums Remember: Brand congruence
  35. 35. Tactical ways to promote your brand online 1. Seek out guest blogging opportunities -> 2. Create killer content that your audience desires (solve their problem) 3. Seek out Joint ventures - who complements you 4. Facebook groups, podcast appearances, other online communities 5. Run social competitions / giveaways 6. Create a freemium product - free version with limited features 7. Steal your competitors ideas Remember: Brand congruence
  36. 36. Bringing it all together.
  37. 37. Additional Resources 1. SEO Checklist: “Is your brand getting found online?” Provided by Monalo Media 2. Brand Resources: “Tools for successfully maintaining your brand” Provided by Early Creative 3. Complimentary 20 minute Discovery Call: Book a call with either Andrew or Gavin today and discover how you can apply these improvements to your business.
  38. 38. It’s your turn to talk Use the chat to ask us a question
  39. 39. Andrew Scherle earlycreative.ca andrew@earlycreative.ca Gavin O’Halloran monalomedia.com gavin@monalomedia.com

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