Branding 101: Building a Brand that Lasts


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In today’s world, branding yourself and your organization is easier than ever; however, it is also more confusing than ever. Should you brand your company? Should you brand yourself? Or both? And how do you keep up with the flow of content that is necessary to attract the attention of people looking to buy your product or service?

In this webinar, we will look at several case studies of businesses at various sizes who have used both traditional and online marketing to brand the company. We will also talk about the basics of branding and how you have to decide who you are before you can attract people to buy what you have to offer.

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  • Flickr Credit to Derek Gavey
  • Family business, a liquor store called Shoppers Discount Liquors that my dad started. It wasn’t long before I became obsessed with collecting wine.

    In 1997, I began to recognize the importance of e-commerce
    In 2006, he started Wine Library TV in 2006 with a flipcam to share his knowledge and passion for wine. It wasn’t long before 100,000 people were watching my videos every day (shout-out to my Vayniacs – love you guys). Ended the show in 2011. I used the site to grow the store from a $3 million business to a $45 million business, and it was just the beginning.
    In the spring of 2009, he launched VaynerMedia, a new breed of agency that would help Fortune 500 companies build their digital brands through micro content and other story telling actions. Also has Grape Story now, pairing content creators with companies.
    He also started writing books, and now has written 4 books about how to do what he did
    I just launched VaynerRSE, a $25 million seed fund that will help invest in and launch the next generation of world-changing technology companies.
  • These are logos that have changed over time. Brand identity can be evolved over time, but that is not all that there is to branding.
  • Your product, or service, has its own unique position in the marketplace. To find this place, you will need to do your research. A great way to get this insight is to work through the 4 P’s.

    The Marketing Mix: The 4 P’s
    Product: What does your product offer that similar ones don’t? What are the trends in your industry, do you fit in or are you different?
    Price: Where does your product fit in the price spectrum? Are you looking for lots of customers and repeat business at a low price point? Or is your product more exclusive and expensive? COGS (Cost of Goods Sold should help you set pricing, as should Place Competitors)
    Place: Who are you competitors? Where do you fit into the market? Why is your offering different or better than the others? What is your market niche and differentiator?
    Promotion: Who will be interested in your offering and how will you let people know about what you have to offer?
  • Worksheet

    Write down one product to which you consider yourself loyal.
    Now answer these questions:
    Product: What makes this product better than others of its type? Why do you choose this brand over others?
    Price: Is this product cheaper, the same or more expensive than others of its type?
    Place: Is this product readily available everywhere? If so, what is special that makes it stand out to you? If not, where do you have to go to get this product and what is it like there?
    Promotion: How did you learn about this product? Is there anything that keeps it at top of mind for you?
    Now do this exercise from the point of view of a customer for your product or service.

  • Robert Scoble
    5,345,117 followers on Google+
    SM Inner Circle
    Robert Scoble is an American blogger, technical evangelist, and author. Scoble is best known for his blog, Scobleizer, which came to prominence during his tenure as a technology evangelist at Microsoft. Wikipedia
    Born: January 18, 1965 (age 49), Piscataway, NJ
    Spouse: Maryam Ghaemmaghami Scoble
    Books: Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, Working with Netmeeting
  • Chad often spars with patrons that leave one-star reviews of his restaurant on Yelp
  • Often referred to as “messaging,” a value proposition goes beyond mere messages. A value proposition is a clear statement, or tailored series of statements, about the problem your product solves and the "experience" that it delivers. It should match the visual, verbal and experiential representation of your brand.
    Listen First: To speak to the problems your product will solve, you have to know your customer’s concerns and be committed to keeping up with them. Examples: Repurposing of a product by a customer: mentos (when the eepy bird guys started dropping them into soda bottles,etc. to make fountains)
    Experiences Talk: Your customer expects to have a meaningful experience of some kind, and the reality of this experience must match your marketing. What does your offering have that is unique?
    Resonate: In order to grow a relationship with your customer base, your offering needs to resonate with their real life experiences and the best cause delight. (Note: Canopy Houston, in the next slide, is a great example of this)
    Warning: Be careful of meaningless “adjectivitis”: world-class, best-in-class, high-quality, top-notch, etc. Your adjectives need to match the experience and be geared toward value vs. fluff.
  • What does your images say about your brand?

    For instance, Starbucks. This is an image that shows the evolution of the Starbucks brand, all the way to the present look. This is an iconic brand, and the most recent change didn’t come without controversy.
  • Here are a range of responses from Starbucks watchers and online influencers to the change in the Starbucks logo. And this is only a sample of thousands of articles

    As you can see customers are invested in a logo and brand identity, and when you change it, they notice.
  • Then there is what you actually experience when you VISIT a Starbucks

    This barista is a critical part of the whole experience. Logos, corporate talk and fancy marketing mean nothing without it.

    Also, you may have noticed the more retail feel when you walk into a Starbucks, cups, mints, and now even VIA instant coffee that you can buy both in retail outlets and the grocery store – perhaps what Schultz was referring to in the video.
  • Come enjoy a little shade in the heart of Montrose.

    Modern, comfortable and fun atmosphere with a bright and refreshing dining room, festive bar, and outdoor seating on our side street patio, Canopy aims for a neighborhood feel for our “regulars” as well as a great choice for destination diners. Our fresh, seasonal menus created by Claire Smith feature cuisine that ranges from casual to sophisticated and is complimented by a thoughtfully chosen and value-driven wine list, creative dessert selections and house-made artisan breads. Come experience our "global home cooking" for lunch, dinner, or weekend brunch and add Canopy to your list of favorite dining spots!

    Houston, TX (Montrose Neighborhood)
    Claire is an amazing chef
    She created Canopy to with matching atmosphere, homey yet sophisticated
    She invested in state of the art technology, wifi, a HDMI capable screen
    She added a breakfast service that was slow going
    She invited in the local tech community for a monthly meeting: Social Media Breakfast
    The experience matched the promise and caused delight
    Now, about 100 hyper-connected people come once a month and talk about Canopy to their friends
    Excellent example of how to take what you have that is working, and connect it to an appropriate marketing experience

  • Change ONE thing

    Consider how Anas Younes, a doctor at MD Anderson Cancer Center in Houston, Texas, harnessed the power of his fans. Younes specializes in lymphoma and needed more patients to enroll in his clinical trials. For 18 months, he used Twitter and Facebook to share important information about cancer studies and trials, focusing on lymphoma. He amassed a modest but respectable community of 617 (1,189 – 10/2012) followers on his Facebook fan page and 1,511 (6,231 10/2012) on Twitter — not bad for a busy doctor, but probably not successful from purely a popularity standpoint.

    The key was that his fans were highly motivated by his topic. If someone has lymphoma, Younes is a “go-to” guy. He has built strong thought leadership on Facebook, Twitter and through MD Anderson’s Cancerwise blog, and he curates the topic well. As a result, Younes has had a lot of people e-mail him with questions about the disease. More importantly, they are signing up for and referring friends to his clinical trial program. According to Younes, he has quadrupled the number of patients in his clinical trials using social media channels. For a busy doctor who relies on robust participation to further his career, this metric is much more important than the number of Facebook fans he has. Younes has the right fans, who are taking action to benefit his bottom line as a research doctor at a prestigious hospital.

    Time Flies: Looking Back at a Year of Using Social Media, Dr.
    Cancerwise Blog, MD Anderson,

    The second student success story in May’s celebration of National Small Business month is Penny Pearl of Bear2Bull Coaching. If you’ve ever wanted to take your career in an entirely different direction, read on, because Penny is an amazing story of rebranding herself and her business into an entirely new arena.
    Penny was crystal clear on her goal: she had sold her wildly successful Penny’s Lowfat Desserts (she got her lowfat muffins and cookies the shelves of Whole Foods – no easy feat!) and was starting a new business as a professional sales coach.

    Her new company trains people how to use lead Generation and Internet Selling using LinkedIn: helping clients use LinkedIn to find targeted accounts and partner clients. They have a Lead Generation Program that includes a tool for targeted lead finding and a LinkedIn sales strategy.
    GoDaddy Infographic
    GoDaddy Infographic
  • You can set up a service area business if you don’t have a brick and mortar location.

  • Branding 101: Building a Brand that Lasts

    1. 1. Kami Watson Huyse, APR, @kamichat Photo Source: Branding 101: Building a Brand that Lasts
    2. 2. Personal vs. Company
    3. 3. Company vs. Personal
    4. 4. Personal and Company
    5. 5. Former Logo Current Logo It’s More Than Just a Logo and a Name
    6. 6. SWOT Analysis
    7. 7. The Who and What Who is your COMMUNITY? How do you SOLVE it? What is their HEADACHE?
    8. 8. Who is your COMMUNITY? Companies and Nonprofits who want to make an impact in the world with their products and ideas. We tend to work directly with communication and marketing managers. What is their HEADACHE? Impact-focused marketing and PR requires vibrant digital footprint and strong real-world connections. It transcends mere messaging. They need a connected, intuitive and dedicated partner to help their organization navigate digital PR and show its results to management. Our clients need a true partner who understands their business, cause or organization and know how to get results. How do you SOLVE it? Zoetica helps companies and organizations find and tell their unique stories, connect with the right online and offline communities, and make a positive impact in the world. We do this with our proven and measureable strategic process. Your Stories. Our Strategy. Bringing Communication to Life.
    9. 9. Focused Statement • Hello, my name is… • I help (target audience) • Be/do/have (Expertise) • So that (results) Kami Huyse Hello, my name is Kami Huyse, CEO of Zoetica Media. I help public relations and marketing managers learn communication strategies and tactics so that they can authentically connect with supporters and realize record results for their companies and clients.
    10. 10. Exercise: 4 P’s Worksheet • Product • Price • Position • Promotion
    11. 11. The Who
    12. 12. Personas
    13. 13. Bad News Branding
    14. 14. Communicate Quickly
    15. 15. Solve the Problem
    16. 16. Reap the Rewards
    17. 17. Chad Carey, Owner of The Monterey and Barbaro
    18. 18. Authentic vs. Transparent
    19. 19. Photo credit; by Yuliya Libkina • Listen • Provide an Experience • Resonate The Brand Promise
    20. 20. Is it Visual?
    21. 21. Is It Verbal?
    22. 22. Does it Resonate?
    23. 23. Or Is It Off?
    24. 24. A Few Benefits Sold out breakfast service (+/- 100) Hyper-connected clientele Expanded catering service Social mentions and SEO
    25. 25. The Niche • Don’t be everything to everyone • Big Fish in a Small pond • Thought leadership
    26. 26. The Expert Problem: Too few people signing up for clinical trials Objective: Build reputation And clinical trial base Results: Quadrupled clinical trial patients Anas Younes, MD: Lymphoma MD Anderson
    27. 27. The Pivot
    28. 28. Communication Channels • Email • POS (Point of Sale) • Advertising • Digital and Social Media • Content Strategy (Blogs) • Community • Direct Mail
    29. 29. Social Proof
    30. 30. Consideration ConversionLoyalty Awareness Communication Shifts Customer Decision Journey
    31. 31. TOOLS
    32. 32. Webmaster Tools
    33. 33. Google My Business
    34. 34.
    35. 35. Logo Design
    36. 36. Questions? @kamichat
    37. 37. Kami Huyse Founder @kamichat 713-568-5750 Links: