PowerPoint Presentation

Branding 2013Subtitle Goes HereFind Your Brands VoiceFind Your Brands Voice Build ArchetypesWhat does he or she look like?Care about?Do for work?Do for fun?Want from your brand?

Find Your Brands Voice Fill in the BlankI want my brand to make people feel _____I want people to ____ when they encounter my brand Three words that describe my brand: ___, ___ & ___I want to mimic the brand voice of ____I dislike brand voices that sound ____Interacting with my clients and potential clients makes me feel ____

Find Your Brands Voice Color SchemeAnalyze the logos, websites and color schemes of competitorsLook at different tones and textures Color Psychology Different colors give off different emotionsSimplicity is key Find a balance between fitting in with your industry, while still being unique to other brands

Accountability & TrustAccountability & Trust Reputation management Transparency is critical Much harder to earn consumers trust

7Accountability & Trust Brand Promises Promise Makers Marketing Department Promise KeepersSalesOperationsCustomer ServiceProduct DevelopmentEtc.Start Keeping Promises Before You Make ThemAssess how well youre delivering Qualitatively and quantitatively Promises must addressWhat is true about your organizationThe needs of your customers

8Accountability & Trust Brand Value YesterdayBrand Value Tomorrow

Employee Branding Employee Branding Using the positive connection between a company and their employees to extend favorable brand images and experiences to customers and users Start with your employees Customer experience is paramountResponsible for delivering what your brand promisedClearly define and elaborate the desirable traits and behaviors you want employees to exhibit

Brand ExperienceBrand Experience Social web constantly changingHyper-connectivity Everything mobile, all the time Increasingly the first place brands spend their marketing budget Apps AdvertisementsBranded contentMobile singularity: the point at which consumer experience is equivalent on any device

Brand ExperienceStorytelling and creating brand experiences Both in-person and online Emotion-driven ads Customers dont always remember what you did for them, they remember how you made them feel Optimized customer experiences apps you can smell

Social Media Social Media Smarter Social Media Advertising and UISocial media-savvyMore targeted contentBetter-directed consumer experiences Brand BehaviorUsing data to leverage behavioral targeting Increase ROI for digital and mobile marketing campaigns

Social Media Crowdsourcing turning content and conversations into marketing opportunities PepsiCos Frito-Lay Do Us a FlavorAsked users to come up with a chip new flavorUser with winning flavor idea received $1 million Budweiser Project 1212 Bud brewers in U.S. each had to create a new beerConsumers asked to pick favorite (25,000 voted)

Social Media Brands as Social Influencers Consumers expect brands to use their money for goodSocial, Environmental, EconomicCSR should be a strategic priority

Visualization Visualization Articles with images get 94% more views Visuals process 60,000x faster in the brain than textBenefits of ImagesAdditional sources of traffic, if properly tagged and optimizedDrive more blog comments and engagement More aesthetically pleasing and easier to readCan help content go viral on social networks Shows knowledge of internet culture UsesExplain something technical or data-heavyCharts, graphics, diagrams, How-Tos Reinforce your blog posts Tell your brand story Visualization Demand for visual content Pictures/Images, Infographics, Videos, etc. Growth of visual platforms Pinterest & InstagramDont just enhance content, images ARE the content Select shareable images with emotional appeal

Content Marketing Content Marketing Content Marketing is aboutRelating to your customersFinding the basis of conversationCreating and curating content that makes consumers come back again and againGetting to know your audienceDeveloping your brand voice

23Content Marketing B2B Content Marketing ExamplesA story that illustrates solutionsAn illustration that tells a storyBlogging that shares expert knowledgeContent that visually demonstrates expertise

24Content Marketing Create Unexpected Content Collaborate with an unlikely source Ex. Pepsi & American Idol, Justin Beiber & LudacrisAddress a major pain point in your industry, company or brand Offer a brand or company secret be transparentCatch your audiences attention

Content Marketing Consumer-driven contentEncourage Brand AdvocatesPeople who share your brand images Reach out to those who are most activeReach out to negative consumers as wellOffer to fix their problems

26Content Marketing B2B Content Marketing TipsSpeak from your customers point of viewTalk less, listen more, and act even more Use language your audience speaks Find examples and analogies in your prospects life so they can relate Create content that solves pain points Leverage Q&As for content ideation Avoid the sales pitchAdd a blog for SEO Repurpose blog content for white paper creation Try video Promote content via social mediaOptimize your titles for SEO

27B2C Content MarketingB2C Content Marketing Whole FoodsCompany Blog Whole StoryContentRecipesHealth News Social ResponsibilitySustainability TipsContributors Staffers, Health Experts, Suppliers, Producers, Marketplace Employees

29B2C Content Marketing - AnthropologieCompany Blog The AnthropologistImage-basedDedicated to sharing artists stories Use image to promote a lifestyleUse professional writers, photographers and filmmakers

30B2B Content Marketing B2B Content Marketing - IntuitCompany Blog Small Business BlogCommunity driven contentAnswer questions users and readers need to know Adds value to content and keeps readers coming back Cover everything a business owner may need Tax TipsEnvironmental Responsibility Hiring ProcessSmall Business Marketing and Management

32B2B Content Marketing - HubSpotCompany BlogFor marketers of all experience levelsEngaging content that helps marketers do their jobE-books and webinars explaining critical concepts of online B2B marketing News and infographics about the current marketplace

33Branding Best PracticesBranding Best Practices Build Archetypes Accept Your Flaws Be Transparent Dont Make Promises You Cant Keep Reach Out to Your Employees Be Accessible on Any Device Embrace Mobile Singularity Provide Positive Brand Experiences Become a Social Media ExpertCreate and Actively Maintain a Blog Encourage Conversation Be Visual, Period. Develop a Content Marketing Strategy Be Unpredictable 35