A brand is more than just the colour of your logo or the catchy strapline under your name. With the rise of social media, the way that brands are owned and interacted with have changed forever.

1. BRANDING
THE FUNDAMENTALS OF

2. YOUR BRAND IS WHAT OTHER
PEOPLE SAY ABOUT YOU
WHEN YOU’RE NOT IN THE
ROOM
Jeff Bezos | CEO & Founder Amazon
THE FUNDAMENTALS OF BRANDING

3. BE DIFFERENT
BE VIGILANT
BE RELEVANT

4. SOCIAL MEDIA HAS
CHANGED THE WAY
BRANDS CAN BEHAVE
FOREVER. THIS IS AN
OPPORTUNITY, NOT A
DISADVANTAGE.

5. WE’RE GETTING AHEAD
OF OURSELVES
WAIT

6. LET’S TALK
STRATEGY.

7. VISION
MISSION
VALUES

8. LET’S START AT
THE BEGINNING
IDENTITY

9. IDENTITY
WHAT'S IN A NAME?
▸ Your name doesn't need to be descrip@ve of your product or service
▸ Example - Google or Amazon or Farmers or Spark
▸ Make sure it is something people can spell or doesn't belong to someone
compe@ng in your industry
▸ You must be able to get a matching URL (web address) & Social Names.
▸ Buy more than just the .co.nz or .com
▸ Try to avoid misspelling words inten@onally

10. IDENTITY
A PICTURE IS WORTH A THOUSAND WORDS
▸ There are 5 things to consider when thinking about a logo:
▸ Simple | Memorable | Timeless | Versa@le | Appropriate
▸ Use it to help tell your story
▸ Get some professional help. You’ll want to do it right, first @me

11. The Struggle Is Real

12. IDENTITY
SAY WHAT?!
▸ As important as the name and logo is the types of words you use when talking to
your customers
▸ Ditch the acronyms and technical lingo. You’re the expert, not the customer
▸ Pick a tone of voice that matches the personality you’re trying to convey
▸ If your target market isn't formal, you shouldn't be either. But have some cau@on
around this - you’re s@ll in a business rela@onship
▸ Create a style guide: Keywords and phrases you want to use when describing
yourself. This helps bring new people into the fold quicker

13. KEEPING THEIR
ATTENTION
ASSETS

14. ASSETS
IT’S ALL ABOUT THE FIRST IMPRESSION
▸ Spend some money ge_ng great images produced. This includes staff shots,
product shots and hero images you can use for adver@sing
▸ People retain 65% of informa@on presented with an image acer 3 days,
compared to 10% when there is no image
▸ The world is a visual place - don’t underes@mate the importance of great looking
images
▸ Next, you’ll want to have some video
▸ Shoppers who view video are 1.81x more likely to purchase than non-viewers

15. THE WORLD IS CHANGING
VERY FAST. BIG WILL NOT BEAT
SMALL ANYMORE. IT WILL BE
THE FAST BEATING THE SLOW.
Rupert Murdoch
THE FUNDAMENTALS OF BRANDING

16. BE WHERE
PEOPLE ARE
GET ONLINE

17. GET ONLINE
WHAT’S A PHONEBOOK?! - EVERY MILLENNIAL EVER
▸ 95% of people with a mobile smartphone device are performing searches for local
products and services.
▸ The Long and Short of it - GET A WEBSITE
▸ Having a website means you're able to be found in a place most people are
looking*
▸ Are all websites equal? > That would be a NO
▸ *Nothing is ever as simple as you’d think!

18. WEBSITE CHECKLIST
• IT MUST BE RESPONSIVE
• IT MUST HAVE WORTH WHILE CONTENT
• IT MUST BE VISUALLY APPEALING
• IT MUST BE FAST AND EASY TO USE
• IT MUST BE OPTIMISED FOR SEARCH ENGINES
• YOU NEED TO ACCEPT IT’LL NEVER BE FINISHED

19. THE GOOD

20. THE BAD

21. THE UGLY

22. HELP PEOPLE
FIND YOU
ADVERTISE ONLINE

23. ADVERTISE ONLINE
THE INTERNET IS A BIG PLACE
▸ It can take some @me to be found organically online - there are a bunch of people
trying to do the same thing as you
▸ Using keyword adver@sing means that people looking for you, using the
keywords you target, will be shown your site as an ad in Google
▸ Having SEO (Search Engine Op@misa@on) done on your website on at least a
monthly basis will make your site more anrac@ve to search engines. The Result:
Bener Organic Search Ranking (You’ll be closer to the top)

24. ADVERTISE ONLINE
GOOGLE IS JUST THE START
▸ Facebook has virtually endless options for
creating ads. Everyone of them intended for a
specific outcome
▸ Audience Targeting = Unbeatable
▸ A great way to get your business in front of
people who are looking
▸ Not right for all industries, but we’ve been
surprised ourselves with some of the outcomes
for our customers

25. ADVERTISE ONLINE
GET THEM COMING BACK
▸ Once you’ve done all the hard work of ge_ng people to your website, you can do a
linle thing called Re-Marke@ng
▸ This is used to re-engage your customers to comeback and finish what they
were doing or do it again
▸ Re-Marke@ng can take the form of Display Adver@sing & Social Targe@ng. These
work best
▸ Social Adver@sing and Display Adver@sing - This is where your assets come into
play

26. LET’S GET
SOCIAL
GO FURTHER ONLINE

27. GO FURTHER ONLINE
SOCIAL MEDIA'S SO HOT RIGHT NOW
▸ 80% of Kiwi’s discover products or brands on Facebook
▸ On an average day, over 2 million Kiwi’s will access Facebook. Some of them up to
as many as 14 @mes.
▸ New Zealand has the highest propor@on of online popula@on that visit Facebook
when compared to major markets. We’re at 80%. USA 69%, Australia 74%, UK
68%.
NZ
80%
USA
69%
AUSTRALIA
74%
UK
68%

28. GO FURTHER ONLINE
CONTENT IS KING
▸ Be consistent & make sure it is original content
▸ Be consistent
▸ Engage with your audience
▸ Ge_ng content out will drive visitors to your website
▸ Have fun with it
▸ Images and Videos have the highest engagement rates - Video is #1
▸ Like and Share other peoples content - Remember it’s called social for a reason

29. GO FURTHER ONLINE
THE GOLDEN RULES
▸ Your Facebook Business page is not your personal Facebook page
▸ Respond to people where appropriate
▸ Don’t antagonise people
▸ Your Facebook page is public! It’s not a place for opinions on world poli@cs or that
of your next door neighbour
▸ Don’t be afraid to hide comments and ban people if you believe they are being
unjust (but don’t use it as a way to solve complaints)
▸ Have fun with it

30. ONLY CREATE A
SOCIAL ACCOUNT
IF YOU’RE GOING
TO USE IT

31. BRANDS ARE
FRAGILE - HANDLE
WITH CARE
OUT IN THE WORLD

32. OUT IN THE WORLD
BE A PROUD PARENT
▸ Be Different
▸ Experiences are what people share
▸ Your customers own your brand. That doesn't mean they have control of it
▸ Don’t be afraid to try new things
▸ Do everything within reason, understand your market first.
▸ Understand that people are going to get upset and possibly angry - just defuse it as
best you can. Don’t be the accelerant that keeps it burning

33. OUT IN THE WORLD
BE A PROUD PARENT
▸ Be Vigilant
▸ Keep an eye on colour. Don’t let people supplement it with a ‘that’ll do’ fix
▸ The same goes for your font
▸ You and your employees are your brand
▸ Reputa@on is what will ul@mately make or break it. It doesn't maner how beau@ful
it is or how much it cost

34. OUT IN THE WORLD
BE A PROUD PARENT
▸ Be Relevant
▸ Stay up to date
▸ Encourage customers to share their experiences
▸ Engage with customers where they want to be engaged with
▸ Don’t treat it as a one way rela@onship
▸ Try new marke@ng techniques and offers
▸ Learn from your compe@@on

35. QUESTIONS?