building and protecting your social brand

@brandsatelier linkedin.com/in/kerrikonik brands that inspire™

Building and Protecting Your

SOCIAL BRAND

Kerri Konik CEO, The CBO

CHIEF BRANDING OFFICER


BUILDING A BRAND


PERSONAL BRAND

PROFESSIONAL BRAND

BUSINESS BRAND


THEY ARE ALL ONE BRAND


YOUR BRAND LIVES IN LANGUAGE

BRAND IS THE

EMOTIONAL RESPONSE IN OTHERS

ULTIMATELY IN THEIR CONTROL


IT’S WHAT YOU ARE KNOWN FOR

IT’S WHAT YOU TAKE A STAND FOR


ICONS STAND FOR SOMETHING


HOW IT WORKS


MEANING MAKING MACHINES

INPUT >>>

EVERYTHING

SENDS A SIGNAL

>>>>>>> MEANING


WHAT IS

EMOTIONAL RESONANCE


EMOTIONAL

RESONANCE IS


WHY WE WANT TO APPEAL EMOTIONALLY

•   ELICITS AN EMOTIONAL RESPONSE

•   IT ESTABLISHES CONNECTION

•   OPPORTUNITY FOR AN EMOTIONAL BOND

NEED ALL 3: ONLY WHEN WE GET A RESPONSE,

ESTABLISH CONNECTION, AND FORM A BOND

IS A BRAND RELATIONSHIP POSSIBLE.


BRAND IDENTITY CLARITY

DEFINE EMOTIONALLY


DEVELOP THE MESSAGING PILLARS

THAT DRIVE STRATEGY, MESSAGING

AND MARKETING


ALIGN ALL MESSAGING ASSETS

IMAGE CREDIT: bodyresolution.com

•   WORDS

•   IMAGES

•   SOUNDS

•   METAPHORS

•   THEMES

•   OVERT

•   SUBTLE

•   SUBCONSCIOUS


WHY IT MATTERS


GREAT TOOL HOW TO FASCINATE.COM


BRANDS ARE SOCIAL


SOCIAL Top Priority in Marketing Strategies

•   SOCIAL MEDIA

•   EMAIL

•   MOBILE


@PRIME TIME AND #CONVERSATIONS


PRIVACY THERE IS NONE.


SMART PHONE

GPS DATA TEXT EMAIL

Photo: Alex Washburn/Wired


Photo/Source: TED.com


SINGLE SIGN-ON

GMAIL


BUILD A REPUTATION INTENTIONALLY


Photo/Source: Washington Post/CNN/ Business Insider/


THE NOT RECOMMENDED WAY


A BETTER WAY


THE POWER OF ADJACENCY


TRANSPARENCY = INTEGRITY

GIVE CREDIT WHERE CREDIT IS DUE

J L <3 -<3


BIRDS OF A FEATHER STICK TOGETHER

INTERNET IS FOREVER

DELETE IS NEVER DELETE

•   GOOGLE ALERTS

•   REPUTATION MANAGEMENT TOOLS


PROTECT IT. KEEP IT CLEAN.


THANK YOU VERY MUCH

brands that inspire™

building and protecting your social brand

Marketing

cominkerrikonik brands

brandsatelier linkedin

brand lives

language brand

brand identity clarity

brand relationship possible

emotional response

emotional resonance