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Building a Brand with New Media & Traditional Media


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This was a presentation at the 2011 Ohio Growth Summit in Columbus, OH. It talks about finding the strengths of individual media channels, and aligning them to the goals and strengths of your business of product.

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Building a Brand with New Media & Traditional Media

  1. 1. Full Circle:Using Traditional & New Mediato Build a Well Rounded Brand #fullcircle #OGS11
  2. 2. Kyle Stuef ‣The Whole Brain Group ‣Marketing Degree from Eastern Michigan University ‣Background in both New and Traditional Media #fullcircle // #OGS11
  3. 3. What We’ll Cover1. What exactly is branding? What is MY brand?2. When does Traditional Media make sense for me?3. When does New Media make sense for me?4. Can’t we all just get along? #fullcircle // #OGS11
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  5. 5. When I Say Brand... Do you think this? LOGO STANDARDS Pantone uncoated colors – preferred method for business cards and other printed materials. Uncoated or matte stock is preferred. PMS PMS the whole brain group 452U 129U RGB values for all digital applications. RGB RGB the whole brain group R184/G177/B146 R239/G182/B29 RGB values for all digital applications. HEX HEX the whole brain group B8-B1-92 EF-B6-1D Four color printing is not recommended. CMYK CMYK the whole brain group C30/Y25/M46/K0 C6/M29/Y100/K0 One color applications. This version is preferred for most applications over 1 inch diameter. BLACK BLACK the whole brain group 100 35 Use for applications less than one inch diameter. BLACK the whole brain group 100#fullcircle // #OGS11
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  7. 7. What is Branding?a brand is a promise to potential clients (you must deliver each and every time) a brand is a handshake (and weak handshakes suck)a brand crafts how they feel about you (disconnect breeds distrust) #fullcircle // #OGS11
  8. 8. The Secret Formula #fullcircle // #OGS11
  9. 9. What is YOUR Promise? Are you an expert? Are you a resource?Are you the top widget maker?Are you a customer service king? #fullcircle // #OGS11
  10. 10. I’m AwesomeHow do I tell everyone?(with Traditional Media) #fullcircle // #OGS11
  11. 11. What Does Traditional Media Look Like? #fullcircle // #OGS11
  12. 12. Why Traditional Media?✓ Not everyone uses New Media as well as we do✓ Brand recall (usually) requires numerous touch-points✓ Show them you’re more than a logo and a color scheme✓ Build a more complete picture • Step outside your avatar and 140 characters✓ Play to each channel’s strength #fullcircle // #OGS11
  13. 13. If a brand falls in the forest… (Should it have used a sound?)Information delivered viamusic is learned up to 60times faster & retained upto 100 times longer thanthe same informationdelivered by speech alone.according to a Cambridge University study, 2003 #fullcircle // #OGS11
  14. 14. • Like a good neighbor, ______________• The best part of waking up, _________• Motel 6 will leave the _______________ When you filled in the blanks, Did you sing the song? #fullcircle // #OGS11
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  16. 16. I’m AwesomeHow do I tell everyone? (with New Media) #fullcircle // #OGS11
  17. 17. What Does New Media Look Like? #fullcircle // #OGS11
  18. 18. Why New Media?✓ Listen to & Learn from others in your field✓ Listen to & Learn from your customer base✓ Build relationships & engage customers • Brand ambassadors who help you spread your message✓ Establish expertise and brand voice through long form✓ Become human✓ Analytics, Analytics, Analytics #fullcircle // #OGS11
  19. 19. Where Do I Start? Decide on your overall goalHow does this fit into my marketing goal(s)? Do your research (Competitors) Pick your 1st channel #fullcircle // #OGS11
  20. 20. What is YOUR Goal? Are you trying to find new clients? Are you trying to become a resource? Are you trying to network? Are you engaging your current clients? Are you trying to build a movement?Are you trying to market a product/service? #fullcircle // #OGS11
  21. 21. Where is My Soapbox? Popular Options: 1. Facebook 2. Twitter 3. Blog4. Specialty Networks #fullcircle // #OGS11
  22. 22. Play Nicely Together • It doesn’t have to be one or the other • They should compliment and enhance each other • Take advantage of New Media’s analytics for your Traditional Media efforts • Promote and Share #fullcircle // #OGS11
  23. 23. Things to Remember Keep an eye on your goalsMake sure all of your channels play nicely together Be mindful of which channel you are using Keep your goals limber (they will evolve) #fullcircle // #OGS11
  24. 24. What Have We Learned?• Branding boils down to trust• Branding must carry into every touch-point• Have a strategy - overall and for each channel• Make sure your strategy is limber and adaptable• Understand the return on your investment• Track, Analyze, and Adjust #fullcircle // #OGS11
  25. 25. Let’s Keep theConversation Going @KyleStuef #fullcircle // #OGS11