behind the megaphone
TRANSCRIPT
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nick westergaard | branddrivendigital.com | 2014
BRAND DRIVEN digital
Why Your Brand Matters Now More Than Ever
Behind the Megaphone
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Photo via Flickr user woodleywonderworks
Schooled by a Realtor
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Background
@NickWestergaard
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Source: Hubspot
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Source: Hubspot
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Source: Hubspot
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Source: Hubspot
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The Megaphone Is Changing
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Photo via Flickr user Pank Seelen
No More
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Photo via Flickr user rox sm
Listening vs. Talking
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Photo via Flickr user BinaryApe
Long Tail
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“– lee clow, chairman and global director, tbwa\worldwide
“The Reality of the New Media World is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”
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A brand can be any noun
(person, place, or thing) that needs someone else to take action (purchase, promote, advocate, and so on). !A brand does this by creating a series of IDEAS and TOUCH POINTS that build a larger message which draws the desired party close, engages them emotionally, and inspires them to take action.
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You Are a Brand, Too
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1
How to Build Your Brand
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‣ Spark
‣ Promise
‣ Narrative
‣ Vocabulary
‣ Visuals
Your Brand Blueprint
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Start with a Spark
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The Brand Promise
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WHAT You Do for WHOM
Brand Promise =
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Narrative
Photo via Flickr user view-askew
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Vocabulary & Voice
Photo via Flickr user hiddedevries
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Visuals
Photo via Flickr user Ali Smiles
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2
The Brand Blueprint in Action
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Spark
Photo via Flickr user HidingInABunker
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Promise
Photo via Flickr user (e)Spry
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Narrative
Photo via Flickr user roshan1286
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Vocabulary
Photo via Flickr user Acarlos1000
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Visuals
Photo via Flickr user Doonvas
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Photo via Wikimedia Commons user Asolsma1988
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‣ Spark
‣ Promise
‣ Narrative
‣ Vocabulary
‣ Visuals
Personal Brand Blueprint in Action
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3
Engaging Others in Your Branding
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Photo via Flickr user goodrob13
Raving Fans
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Everyone’s a Marketer
Photo via Flickr user .Wayne Large
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EASY
Understand
AdaptShare
The Axis of Easy
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Source: Ben & Jerry’s Fan Photo
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4
Finally
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There are a BILLION People on Facebook
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Brand Following Behavior Has Doubled
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No Single Brand Dominates
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BRAND EQUALIZER
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“– dean westergaard, president, westergaard llc
“YOUR BRAND isn’t what you do.IT’S WHAT YOU BELIEVE.”
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nick westergaard | branddrivendigital.com | fall 2013
BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | 2014
BRAND DRIVEN digital
nick westergaard | branddrivendigital.com | fall 2013
BRAND DRIVEN digital
Questions?!blog: branddrivendigital.com podcast: worktalkshow.comtwitter: @nickwestergaard