Build Your Brand and Your Business 10 05-10

Build Your Brand Build Your Business By Susan Gunelius Author and President & CEO of KeySplash Creative, Inc. www.KeySplashCreative.com October 5, 2010

A brand is a promise. ,[object Object],[object Object],[object Object]

Brands that don’t keep their promises fail.

The Elements of Branding ,[object Object],[object Object],[object Object],[object Object],Intangible Image Messages Promise Brand Perception

Tangible Brand Elements ,[object Object],AT&T uses Pantone Process Blue as the primary color and the AT&T Clearview font for its corporate identity, logo and marketing materials.

Intangible Brand Elements ,[object Object],Harley Davidson communicates messages related to freedom and has an image of camaraderie. When combined with the tangible elements of the Harley Davidson brand, the brand promise is clear and consistent.

3 Steps to Brand Building ,[object Object],[object Object],[object Object]

Brands are built by consumers, NOT companies. ,[object Object],It is essential that building your brand is a top priority for your business!

Brands are built from consumer perceptions. ,[object Object],[object Object],[object Object],Branding affects every part of your marketing strategy.

Strong brands develop over time. ,[object Object],[object Object]

What word does your brand own? Owns Inexpensive Reliability Luxury Performance Owns Owns Owns

If brands were people, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy commercials are so successful. BRAND POSITIONING

Take the Brand Perception Snap Shot ,[object Object],[object Object],[object Object],Find the gaps and fill them!

A.R.M.S. 4 Steps to Brand Building Success ,[object Object],[object Object],[object Object],[object Object]

Slow Down! ,[object Object],[object Object],What’s Twilight? Oh yeah, I’ve heard of Twilight before. It’s that vampire book. I might read Twilight. I keep hearing about Twilight. It must be good. Have you read Twilight yet? Everyone is talking about it. You have to buy Twilight! I’m telling everyone. It’s so good! Unaware Awareness Recognition Memory Spreading the Word Spreading the Word

Know Your Competition ,[object Object],[object Object],Exploit their weaknesses Differentiate your business from theirs Establish your unique niche Position yourself against them Seek out opportunities

Develop Internal Brand Advocates ,[object Object],[object Object],[object Object],If your employees believe in your brand promise, they’ll want to advocate your brand.

The Role of the Brand Champion and Brand Guardian ,[object Object],[object Object],[object Object],[object Object]

The best brands have powerful brand champions and brand guardians behind them.

The 21 st Century Brings Us … ,[object Object],Get One!

Building Brands Externally ,[object Object],[object Object],[object Object],You must set and meet customer expectations, or people will be confused and your brand will be meaningless.

Building Brand Loyalty When consumers’ expectations and feelings about a brand are continually met or exceeded, they become loyal to it, knowing it will continue to meet those feelings and expectations in the future. They develop confidence , trust , and security in the brand and choose it over other brands.

Brand loyalty can evolve into a cult brand. Cult brands are loved by specific groups of die-hard brand loyalists.

Cult brands can grow into relationship brands. ,[object Object],[object Object],[object Object],[object Object]

Relationship brands are powerful.

People look for new ways to experience and share relationship brands.

People talk about the brands they love. ,[object Object],[object Object],[object Object]

Tools to Build a Brand ,[object Object],[object Object],[object Object],[object Object]

Brand Promotions ,[object Object],[object Object],[object Object],[object Object]

Marketing and Advertising Materials ,[object Object],[object Object],[object Object],[object Object]

Sponsorships ,[object Object],[object Object],[object Object],[object Object]

Events, Trade Shows, Conferences ,[object Object],[object Object]

Brand Identity Materials ,[object Object],[object Object]

Publicity ,[object Object],[object Object],[object Object]

Social media marketing offers the single largest opportunity for entrepreneurs, small businesses mid-size companies, and large corporations to build their brands and build their businesses .

Social Media Marketing ,[object Object],[object Object]

The Proof ,[object Object],[object Object],[object Object]

Gary Vaynerchuk of WineLibrary.tv ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Keys to Social Media Success ,[object Object],[object Object],[object Object]

The Marriage of Building Brands and Business through Social Media ,[object Object],[object Object],[object Object]

What are the popular tools of social media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Multiple departments can get a piece of the social media pie. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Establish your core branded online destination. Blog Facebook LinkedIn YouTube Twitter Flickr SlideShare Exec Tweets Page Your Group Ads Other Groups Your Group Other Groups Answers Twellow Profile Sample Business Social Media Presence

Step 1: Find Your Best Audience ,[object Object],[object Object],[object Object]

Example: Playboy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Surround people with branded experiences.

Southwest Airlines ,[object Object],Notice a REAL person is tweeting with you! Southwest Airlines can be found all over the social web.

Step 2: Content is Key ,[object Object],[object Object],[object Object],[object Object]

Example: Walmart ,[object Object],[object Object],[object Object],[object Object],[object Object]

Jet Blue ,[object Object],The Jet Blue Twitter profile always shows who is “on duty” and tweeting!

Step 3: Research, Research, Research! ,[object Object],[object Object],[object Object],[object Object]

Comcast ,[object Object],Look at all of this useful info! And to make Comcast more human, you can even check out Frank’s family website and blog!

Step 4: Give More than You Receive ,[object Object],[object Object],[object Object],[object Object]

No one cares about you ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Think of it this way … ,[object Object],Imagine you’re in a conversation with a person and all he does is talk about himself. Imagine that he never gives you a chance to speak throughout the conversation. Is this someone you’d want to continue speaking with now or in the future? Chances are you’d want to run away as far and fast as you can. The same holds true for social media participation.

The 80-20 Rule For every 20% of self-promotional content you produce, create 80% that is not self-promotional.

Example: Whole Foods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Example: NakedPizza ,[object Object],[object Object],[object Object],[object Object],[object Object],“ Direct mail is sent to a single address but there are multiple people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this in leaps and bounds.” -- Jeff Roach, NakedPizza co-founder

Step 5: Don’t Put All Your Eggs in One Basket ,[object Object],[object Object],[object Object],[object Object]

Example: Dell ,[object Object],[object Object],[object Object],[object Object],[object Object]

Google ,[object Object],[object Object],[object Object]

Social Media for Brand Building – A Two Way Street ,[object Object],[object Object],[object Object]

How ALL Small Businesses Can Benefit from Social Media ,[object Object],[object Object]

It’s about entry points! ,[object Object],[object Object],[object Object],[object Object],[object Object],You can’t buy that kind of access!

For branding building, every day you wait is a missed opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Most important! ,[object Object],[object Object],[object Object]

Social Media Employee Participation Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Build your band of brand advocates across the Web. ,[object Object],[object Object],[object Object],Bottom-line to social media success – active participation, relationship building, creating amazing content and engaging other people who then become your band of brand advocates.

Whatever you do ,[object Object],[object Object],[object Object],[object Object],Don’t be afraid to let consumers (and employees):

That’s where the power of your brand comes from.

But what if they say something BAD ? ,[object Object],[object Object],You have three choices: Use the 3 Fs of Social Media Reputation Management F LIGHT Ignore it. F IGHT Join it. F IGHT Join it. F LOOD Bury it. F LOOD Bury it.

Dell’s Big Mistake 1,730 Diggs, 422,032 views, and 77 pages of comments 3,672 Diggs, 149,963 views, and 142 pages of comments ,[object Object],[object Object],[object Object]

Example: Harry Potter ,[object Object],[object Object],[object Object],[object Object]

Secrets to Social Media Marketing Success ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Protect Your Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter Alerts via TweetBeep: www.tweetbeep.com Google Alerts: www.google.com/alerts

10 Next Steps to Build Your Brand and Your Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

That’s how a brand is created and that’s how you use the social web to build your brand and build your business!

Most Important JUST GET STARTED!

For More Information Foi “… an easy, thoughtful, and strategic manual for your social media marketing success plan. Avoid reading this social media marketing guide at your own peril.” – Dan Schawbel, #1 international bestselling author of Me 2.0 . I’m reading 30-Minute Social Media Marketing by @susangunelius http://amzn.to/30minsmm #30minutesmm ,[object Object],[object Object],For Conference Attendees:

Contact Susan Gunelius ,[object Object],[object Object],[object Object],[object Object],[object Object],Books by Susan Gunelius (available on Amazon.com, BarnesandNoble.com, Borders.com & in book stores): Coming in 2011: The Complete Idiot’s Guide to WordPress and Content Marketing for Dummies

Build Your Brand and Your Business 10 05-10

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Build Your Brand and Your Business 10 05-10