connecting the dots: building your brand across channels
DESCRIPTION
Applying the Brands As Patterns framework for designing your brand strategy across channels. Case studies on how Google, Chobani and TOMS Shoes are developing brand patterns on Facebook, Twitter, and YouTube through strategic storytelling and effective content marketing.TRANSCRIPT
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
YouTube
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.