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September 15 & 16, 2014 
Julie Kittredge 
Business Services Advisor
What comes first? 
The Brand or the Platform … 
… and what are they anyway?
What is “Branding”?
What exactly is “Branding”? 
“The process involved in creating a unique 
name and image for a product in the 
consumers' mind, mainly through 
advertising campaigns with a consistent 
theme. Branding aims to establish a 
significant and differentiated presence in 
the market that attracts and retains loyal 
customers.” 
Read more: 
http://www.businessdictionary.com/definiti 
on/branding.html#ixzz3CBhHoctT
Why do I need “branding”? 
 Establishes your expertise 
 Develops your identity to your customers and 
prospects 
 Delivers a clear message 
 It helps people relate to you
How do I develop my brand?
Branding and my Platform 
How are they related?
What is a Platform? 
 It’s about … your stage.”
Why do I need a Platform? 
 Develops your “voice,” 
 Shows your personality (Brand) 
 Provides an opportunity to influence people 
 Establishes trust 
 Gives you visibility 
 Establishes you as an expert in your field
Elements of your Platform 
website 
instagram 
e-newsletter 
blog
Where Do I Begin? 
 Decide what would best serve your business 
 You need a home base 
 Add the different elements gradually 
 Each tool works great alone 
 and even greater together. 
 Use Social Media management tools like Hootsuite.
Website 
This is home base 
 Purpose 
Content 
 Branding
Blog 
 Free or low fee 
 Purpose 
Content 
 Frequency
Facebook 
 Viral marketing 
Audience 
Content 
 Frequency
Twitter 
 140 character limit. 
 Short snippits of information and 
links. 
 Audience 
 Frequency 
 Content
Linked In 
 Professional networking 
audience 
Make sure your profile is 
complete. 
Content 
 Frequency
Pinterest 
 Visual bookmarking 
 Use as reference for your clients 
 Link to your own work 
 Link to articles, images, or themes 
that reflect your branding 
 Inspire and teach your followers 
 Continued reflection of your 
personality/brand
Etsy 
 E-commerce Storefront 
 Handmade marketplace, 
vintage, & supplies 
 Personality is shown through 
your work 
 Well crafted items and sales 
give exposure 
 Social Media creates 
increased traffic
Instagram 
 100% Visual 
Audience 
Content 
 Purpose 
 Frequency
E-Newsletter 
 Opt-in 
Content 
 Frequency 
 Be brief and succient. 
 Speak to your audience. 
Make the content valuable.
Public Speaking 
 Get out there 
Target your audience 
Teach what you know 
 Offer classes & workshops 
 Establish your expertise 
Gain visibility 
 Let your personality shine
Link them up 
 Choose one or two “platforms” to start 
 Gradually add platforms to increase your visibility 
 Use them to drive traffic to your website, blog, facebook, 
etc. 
 Help people find you and create a following built on trust 
and expertise. 
 Be generous in sharing what you know, not just what you 
sell. 
 All of these points back to you being the expert in your 
field. Builds your relationships. 
 Creates a following by becoming a trusted resource for 
what your people need.
Get additional help & direction 
 Meet with Shannon or Julie for a one-on-one 
appointment 
Shannon – sdistel@ahml.info 
Julie – jkittredge@ahml.info 
 Get a business library card 
 Attend other business programs & classes available at 
the library.

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Building & Branding Your Business Platform

  • 1. September 15 & 16, 2014 Julie Kittredge Business Services Advisor
  • 2. What comes first? The Brand or the Platform … … and what are they anyway?
  • 4. What exactly is “Branding”? “The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.” Read more: http://www.businessdictionary.com/definiti on/branding.html#ixzz3CBhHoctT
  • 5. Why do I need “branding”?  Establishes your expertise  Develops your identity to your customers and prospects  Delivers a clear message  It helps people relate to you
  • 6. How do I develop my brand?
  • 7. Branding and my Platform How are they related?
  • 8. What is a Platform?  It’s about … your stage.”
  • 9. Why do I need a Platform?  Develops your “voice,”  Shows your personality (Brand)  Provides an opportunity to influence people  Establishes trust  Gives you visibility  Establishes you as an expert in your field
  • 10. Elements of your Platform website instagram e-newsletter blog
  • 11. Where Do I Begin?  Decide what would best serve your business  You need a home base  Add the different elements gradually  Each tool works great alone  and even greater together.  Use Social Media management tools like Hootsuite.
  • 12. Website This is home base  Purpose Content  Branding
  • 13. Blog  Free or low fee  Purpose Content  Frequency
  • 14. Facebook  Viral marketing Audience Content  Frequency
  • 15. Twitter  140 character limit.  Short snippits of information and links.  Audience  Frequency  Content
  • 16. Linked In  Professional networking audience Make sure your profile is complete. Content  Frequency
  • 17. Pinterest  Visual bookmarking  Use as reference for your clients  Link to your own work  Link to articles, images, or themes that reflect your branding  Inspire and teach your followers  Continued reflection of your personality/brand
  • 18. Etsy  E-commerce Storefront  Handmade marketplace, vintage, & supplies  Personality is shown through your work  Well crafted items and sales give exposure  Social Media creates increased traffic
  • 19. Instagram  100% Visual Audience Content  Purpose  Frequency
  • 20. E-Newsletter  Opt-in Content  Frequency  Be brief and succient.  Speak to your audience. Make the content valuable.
  • 21. Public Speaking  Get out there Target your audience Teach what you know  Offer classes & workshops  Establish your expertise Gain visibility  Let your personality shine
  • 22. Link them up  Choose one or two “platforms” to start  Gradually add platforms to increase your visibility  Use them to drive traffic to your website, blog, facebook, etc.  Help people find you and create a following built on trust and expertise.  Be generous in sharing what you know, not just what you sell.  All of these points back to you being the expert in your field. Builds your relationships.  Creates a following by becoming a trusted resource for what your people need.
  • 23. Get additional help & direction  Meet with Shannon or Julie for a one-on-one appointment Shannon – sdistel@ahml.info Julie – jkittredge@ahml.info  Get a business library card  Attend other business programs & classes available at the library.

Editor's Notes

  1. No, no THAT branding!!
  2. It’s a tool to attract and build your following or your tribe. What do you want your customer to FEEL Branding is related to the emotional experience Your brand resides in the hearts and minds of your clients, customers, and prospects. This can be both positive or negative. It’s their perception of you.
  3. It creates an emotional connection A well crafted brand creates loyal followers and You will create a brand even if you’re not trying. A brand can be positive, or negative.
  4. To do it well you must understand the needs and wants of your customers Use of consistent imagery. Color choices. Your logo is huge. Your business personality. What people think of when they think of or experience you. Your brand is somewhat an emotional thing. Everyone has a brand – either intentional or unintentional.
  5. It’s about … Your “stage.” People. Contacts. Connections. Followers. Building relationships. Establishing yourself as an expert. Using various tools to reach those who are interested in what you have to offer. Could be a message, a service, or a product.
  6. Voice – which is your unique way of communicating – your style – your perspective Personality – this ties into your brand … from what you wear, to what your website lookes like to your logo to they styling on you blog Influence - It’s what gives you the authority Establishes - a relationship with your tribe based on trust. When they know you and like you they will want to follow you. thority to communicate to and serve your followers.
  7. Different parts of your plateform. Also – consistent branding is important across each ‘stage’ E-newsletter Public speaking/teaching
  8. Where you begin will depend on where your audience is. A website or blog is a good place to start so you have a home base to refer people to
  9. This is where you house the core of your business. Contact info will be easily found here. Information links. Categories of services. Fee structure. E-commerce store. All of the links to your social media will be found here. Remember your branding of your website is a reflection of your personality and perhaps the kind of customer you want to attract
  10. Wordpress and Blogger are both free and popular This is where you can share more of your personality and develop your “voice.” Content might include industry tips, opinions, links to resources and info that would be valuable to your customers. Insight into your processes. How-to’s. Top 10 lists. Content will be relatable, reflect your personality & branding, authentic, transparent, and professional. Frequency should be regular or people will stop following your posts. No less than 2x/week.
  11. Viral Marketing. This is where your friends are and their friends are. Best word of mouth marketing ever. Frequency should be between once a day or 3-5 posts/week Build relationships by authentically liking and commenting on other’s posts People respond to pictures. Share great links, coupon codes to your favorite resources. Quick tips. People love when you’re not all about self promotion.
  12. Called micro-blogging. Reach an audience with expert advice and resources. Content might include a link to an inspiring article, a blog post, a witty comment regarding a current event.
  13. This is a resource of connections, and their connections. Suggestions of who you might know based on who you’re linked to. You can post updates here just like facebook or twitter Get connected with the people you know who are on linked in as you never know what the opportunities will be that come your way as a result.
  14. This is a public visual bookmarking resource All of these point back people getting to know you, following you as a resource, and visibility Shannon teaching Pinterest marketing on Wednesday!!
  15. Visually captures the moment. Works in progress. Capturing events. Behind the scenes. Products in us by customers. Use of #ties themes together. Can post less frequently as this is a slower moving platform. Teaching a Marketing with Instagram class October 7th 9:30am.
  16. Constant Contact & Mailchimp are popular People have to opt-in to get on this list so you know you’re reaching those who want to hear what you have to say. Content might include expert tips, new resources, highlights of one or two services. Think News not Spam. Less frequent. Maybe once a month, quarterly, or as needed. Your followers don’t have time to read long articles. Save those for the blog.