connecting the dots: building your brand across channels

CONNECTING THE DOTS: BUILDING YOUR BRAND ACROSS CHANNELSbrought to you by @msvictoriayoung

HELLOnice to meet you, i’m victoria young I love exploring the intersection of design, culture, and technology.

I studied social psychology and behavioral economics at UCLA and believe the best strategies are rooted in fundamental understanding of people.

I try to understand how brands make people fall in love with them. I am constantly intrigued by new ideas and ways of thinking.

I have worked on marketing campaigns for Rolex, JanSport, Disney, Qualcomm, Warner Bros, PETCO, and Invisible Children and have also helped startups launch new brands into the marketplace.

I am a student at MIT Sloan in Entrepreneurship & Innovation.

@msvictoriayoung

TABLE OF CONTENTS1) BRAND FRAMEWORK2) MARKETING TOUCHPOINTS3) CASE STUDIES4) TACTICS5) RESOURCES6) QUESTIONS

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

LET’S FRAME OUR THINKING AND START OFF BY ASKING OURSELVES, WHAT IS A BRAND ANYWAY?

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

A BRAND IS MORE THAN A LOGO.IT IS MORE THAN ADVERTISING.IT IS MORE THAN THE MESSAGING.IT IS MORE THAN THE PRODUCT ITSELF.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

“[Brands] are complex, and like great people great brands are dimensional; they have a soul, personality and behaviors that differentiate them from others. They leave an impression and invite you to engage with them. Great brands are interesting and make it clear why people need them.”- SHAWN PARR, BULLDOG DRUMMOND

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

YOUR BRAND SHOULD ENABLE EXPERIENCES AND CREATE MEANING

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

CREATING CONNECTION THROUGH YOUR BRAND IS THE WAY INTO YOUR CUSTOMERS’ HEARTS.

THEIR HEARTS DEFINE WHAT THEY DO WITH THEIR TIME AND THEIR WALLETS.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

“Creating a brand capable of existing in today's agile and iterative environment begins with the formulation of coherent patterns. And a brand's strategy, identity, products, services, and user experience design must be interdependent in order to create this coherent pattern. By using patterns, we place the brand in something, rather than on it."- MARC SHILLUM, METHOD INC.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

ASIDE:(I WOULD ADD THAT COMPANY CULTURE ALSO CONTRIBUTES TO AND CAN DEFINE YOUR BRAND. IT STARTS FROM WITHIN. EX: ZAPPOS)

COHERENT ≠ CONSISTENT

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

consistency implies repetition. coherence demands creativity.

thinking of a brand strategy as creating a pattern through storytelling is important because patterns are...

SCALABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

VARIABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

RECOGNIZABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

BELIEVABLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

EXPERIENTIAL

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

IN OTHER WORDS, SHOW, DON’T TELL. LET YOUR BRAND BECOME MULTI-DIMENSIONAL.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

NOW, CUE THE INTERNETZ...

“The web has made constructing our identity through niche communities more visible, accessible, and rewarding."- BUD CADDELL, DEUTSCH INC.

ASIDE:(I WOULD ALSO ADD FLEXIBLE AND CUSTOMIZED.)

“Venture capitalists [look at social media] before they decide to pour millions of dollars into a startup. They're checking how many followers, and how fast the numbers are growing. They're looking at consumer feedback and how they respond... they're assessing how creative startups are about managing marketing campaigns and leveraging their presence.

An impressive social-media effort can show that a brand has a unique and appealing voice—and that it knows how to grab customers. And it can be the tipping point in the decision to back a startup.”

- “IF YOU LOOK GOOD ON TWITTER, VCS MAY TAKE NOTICE”, WALL STREET JOURNAL

THE INTERNET HAS GIVEN US AWESOME PLATFORMS SO WE CAN TELL BETTER STORIES.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

SERIOUSLY, SO MANY TOOLS!!!!!!!

“Through the interface, it is increasingly easy to see how a company behaves, the actions it takes, what it says, and how it responds, reacts, or hides. This transparency demands that a brand be more consistent, responsive, communicative, and social. As a result, the brand becomes more dimensional and, in effect, more human."- FAST COMPANY

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

SO WHICH PLATFORMS MAKE THE MOST SENSE FOR YOUR BRAND?

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

THIS IS A GROSS OVERGENERALIZATION, BUT A GOOD STARTING POINT FOR STARTUPS

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

Mass Specific

Photos, videos, links, news, polls, etc.

Interaction, news, personality, etc.

Photos, videos Video

BUT REMEMBER, SOCIAL MEDIA IS ONLY ONE COMPONENT OF YOUR BRAND STRATEGY AND MARKETING.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

BUILDING YOUR BRAND REQUIRES CREATING COHERENCY ACROSS TOUCHPOINTS

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

WEB

ONLINE ADS

RETAIL

SEARCH

PR

EVENTS

SOCIAL

.commicrosite

display

mobile

blogs

articlessponsor

shipsinfluencers

Twitter

YouTube

Facebook

Pinterest

SEO

SEM

MOBILE

apps

magazine

landing pages

eCommerce

mobile

DOOH

geotargeting

newsletter

YOUR BRAND

servicepackaging

LET’S TAKE A LOOK AT A FEW CASE STUDIES.

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

WEB

ONLINE ADS

RETAIL

SEARCH

PR

EVENTS

SOCIALMOBILE

GOOGLE: INNOVATIVE, PLAYFUL, CONNECTING

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

WEB

ONLINE ADS

RETAIL

SEARCH

PR

EVENTS

SOCIALMOBILE

CHOBANI: INFORMATIVE, HEALTHY, ACCESSIBLE

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

WEB

ONLINE ADS

RETAIL

SEARCH

PR

EVENTS

SOCIALMOBILE

TOMS: MISSION-DRIVEN, FUN, TRENDY

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

SO WHAT BRAND EXPERIENCES SHOULD YOU BE CREATING FOR YOUR CUSTOMERS?

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

HOW DO I GET CREATIVE WITH MY BRAND STORY?

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

1) what are your values / missionex. move the human spirit through the power of ingenuity

2) what is your DNAex. design, performance, technology, quality

3) who is my audienceex. hands-on, can-do people who prioritize quality

4) what makes you unique ex. custom features to support on-the-go lifestyles

5) what themes exist in your storyex. finding new roads, connecting families

DEFINE YOUR BRAND THEMES, BEGIN CREATING CONTENT AROUND THOSE THEMES

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

1) develop a manifesto 2) research your audience3) create a content strategy4) recruit an intern 5) create content6) start publishing

RESOURCES TO GET SHARPER WITH YOUR STRATEGY

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

BRAND STRATEGY INSPIRATION & BEST PRACTICESContagious Magazine - Brand As PatternsDesigning for EmotionSocial Media ExplorerDigital Buzz BlogContent Marketing InstituteUdemy - Social Media Marketing

CONSUMER RESEARCHGoogle Think InsightsPEW Internet Research

QUESTIONS?

BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

THANK YOU.