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Housekeeping Items

• Two ways to interact with us:

• Type questions into chat box

• Join in the conversation with #AllegraWebinarson social media

• Session will be recorded

• Participants will receive a copy of the recording via email

Today’s ModeratorTiffany Moss

Welcome Carla Johnson

• Carla is a world-renowned storyteller, an entertaining speaker and a prolific author

• Carla helps individuals to leverage the art of storytelling to inspire action through amazing experiences

• Her latest book, Fast Forward Files, is a collection of insights on the future of business by some of the world’s greatest minds

• Carla has been named one of the top 50 women in marketing and consistently listed as one of the top influencers in B2B marketing and content marketing

2020 79%

2008 10%

Source: BroadbandSearch

Social Media Growth

3.7billion

Source: Statista, 2018

users

4.3billionusers

2017 2022

That’s half of the

world’s population

In 2017, global

email users totaled

In 2022, this figure is

set to grow to

These tactics work because

they’re very…Human

This is the foundation for

how you make an impact

as a Brand

5 Simple Steps

Step 1:Story first. Format second.

Format. Story?

Newsletter

Magazine

Infographic

Landing page

Website

Social media

Size it accordinglyWebinar

Presentation

Whitepaper

Case study

Research

App

Story. Format?

Theme

Plot

Characters

Chapters

Conflict

Tension

Resolution

What are all the

ways we can tell

this story?Create

intrigue &

engagement

Evan ParkerFormer Managing Director

Content Strategy

NASCAR

Before After

Shrinking fanbase

Considered obsolete

Focused on format first

Siloed approach

Repeated same ‘ole

thing

Growing fanbase

Energized interest

Started with story

Connected teams

More creative with

- Promoting drivers

- Distribution partners

“We ask ourselves,

‘what’s the story we

want the fans to

see?’”

Evan Parker

Step 2:Define your brand personality and voice.

Brand Personality

A set of human characteristics that a

company exhibits. It increases brand

loyalty because customers can

relate to them.

Sincerity Excitement Competence Sophistication Ruggedness

Outdoorsy

Tough

Masculine

Western

Upper class

Charming

Glamorous

Feminine

Reliable

Intelligent

Successful

Hard-working

Daring

Spirited

Imaginative

Up-to-date

Down-to-earth

Honest

Wholesome

Cheerful

Brand Personality Framework


Brand Personality Examples

Brand Voice

How a company talks about itself in a way that conveys its personality.

It’s the words, phrases, topics, and other ways that a brand expresses itself.


Outdoorsy

Tough

Masculine

Western

Upper class

Charming

Glamorous

Feminine

Reliable

Intelligent

Successful

Hard-working

Daring

Spirited

Imaginative

Up-to-date

Down-to-earth

Honest

Wholesome

Cheerful


Rugged Brand Voice

Sincerity Brand Voice

Think about the people whose

personality and voice make a

long-lasting impression on

you. You can do the same

thing with your Brand

Step 3:Communicate internally.

When you talk to the outside

world, you make a promise. The

people who keep that promise

are your Employees

“I fully understood the

company strategy from that

one email full of numbers

you sent the other day.”

No employee ever

Format. Story?

Default to emails

and memos

Size it accordingly

then…

Story. Format?

Theme

Plot

Characters

Chapters

Conflict

Tension

Resolution

What are all the

ways we can tell

this story?Create

intrigue &

engagement


Outdoorsy

Tough

Masculine

Western

Upper class

Charming

Glamorous

Feminine

Reliable

Intelligent

Successful

Hard-working

Daring

Spirited

Imaginative

Up-to-date

Down-to-earth

Honest

Wholesome

Cheerful


KNOW LOVE PROMOTE

Step 4:Let employees create a human voice.

We don’t do business with

companies. We do business

withpeople.- Simon Sinek

Employees who constantly

speak in ‘brand voice’ don’t

soundhuman.

Step 5:Be strategic about how much content you create.

Before creating any piece of

content, ask yourself…

What question

does this answer?

5 Simple Steps

1. Story first. Format second.

2. Define your brand personality and voice.

3. Communicate internally.

4. Let employees create a human voice.

5. Be strategic about how much content you

create.

How can Allegra help you with branding?

Creating connection with communication materials –notecards, memo pads, newsletters

Branded apparel for consistent branding

Maintain strong brand perception through customer surveys

Multi-channel campaigns –promotional mailing with link to a landing page, social media posts for promotion

Solutions for the Here and Now

Local, single source for strategic marketing & print communications with measurable results.

To find your local marketing and print solutions provider, visitwww.allegramarketingprint.com.

Thank You!

Allegra businesses are independently owned and operated.

housekeeping items · 2020-05-06 · housekeeping items • two ways to interact with us: • type...

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