The document discusses branding and social media for businesses. It defines a brand as the sum of perceptions that customers have about a business, organization, or product based on branding efforts and experiences. Brands can identify products, services, places, experiences, people, organizations, and events. Successful brands use social media to create emotional connections with customers and stand out in crowded markets. The document provides examples of great brands and how brands can develop different personalities to engage customers.

1. Social Media for David Shipley
Business 101
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2. What do I mean by 'Brand'
A brand is the sum of all perceptions that customers / clients / consumers have
about you, your organization or your products.
It is the combination of your brand identity efforts (visual identity, slogans,
campaigns) and the experiences human have when engaged with you, your
firm or your product / service.
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3. The Conventional Definition of Brand
• A brand is a "Name, term, design, symbol, or any other
feature that identifies one seller's good or service as
distinct from those of other sellers."
American Marketing Association Dictionary. The Marketing Accountability
Standards Board (MASB) endorses this definition as part of its ongoing
Common Language: Marketing Activities and Metrics Project.
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4. An overview of Branding
Play Video
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5. What can be
Branded?
• Products
• Services
• Places
• Experiences
• People
• Organizations
• Events
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6. Examples of great brands
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7. Brand personalities
• Sincerity (Domestic, honest, genuine, cheerful)
• Excitement (Daring, spirited, imaginative, up-to-date)
• Competence (Reliable, responsible, dependable, efficient)
• Sophistication (Glamorous, pretentious, charming,
romantic)
• Ruggedness (Tough, strong, outdoorsy, rugged)
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8. Why care about branding?
• Can be an asset to our organization - Brand equity
• Can help you, your firm or your product stand out
• Aids with all marketing activities by providing consistency
in messages (tone, look and feel)
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9. The key to great brands....
They create emotional connections.
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10. Brand - Then
Play Video
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11. Brand - now
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12. Successful brands use social
media to create connections
• How does a burger joint stand
out in a crowded market?
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13. Discussion
What brands stand out for you on Social Media?
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