cc14 - prospect - denise holt: social media tactics for smb

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Pinpoint Your Brand’s Defining Passion Point

Denise HoltFounder & CEO, Social Intel, Inc.


Pave the Way For:

• Brand by Definition

• Brand Positioning

• Brand Essence

• Pinpoint Your Defining Passion Point

• Create an Experience Driven Culture


What a Brand Is&

What a Brand Is Not


A brand is not a name, trademark, logo,

package or product

A brand is a product, service, cause or organization with

perceived intangible attributes


How you think & feel about a brand is the brand.

Thoughts and feelings are derived from your experiences

with the brand.


Thoughts & Feelings are Intangible

What You See, Hear, Touch, Taste & Smell are Tangible


People make more decisions based on feelings than on

logic.

Think clothing, cars, dining, gadgets…


What you make people feel is just as important as what you

make. - BMW


Brand Positioning


Brand Positioning

Is the perceived difference between brands in relation to

each other.


Intangible = Brand

Tangible = Commodity

Brands compete on intangible attributes – Emotion

Commodities compete on price or convenience - Logic


IntangibleNike Air Jordans = I can jump higher

Nike Air Jordans = Lightweight

Tangible


Brand Essence


Brand Essence…

Speaks to the intangible emotions you want your customers to feel when they experience the brand.


Brand Essence…

Best described in one word.


Examples:

Jello = FunHonda = Reliability

Reeses = Happy Accidents3M = Innovation

Visa = EverywhereJif Peanut Butter = Mother’s Love

Disney = MagicCoke = Happiness


Pinpoint Your Defining Passion Point


Define Your Brand Identity

Brand Identity is the representation of your company’s reputation through conveying your attributes, values,

purpose, strengths and passions.


Determine Brand Identity

Define:

Goals, Personality, Emotions you want people to experience


5 Step Process

1. Vision Statement2. Mission Statement3. Personality4. Value Proposition5. Essence


Essence

Represents the brand’s heart, soul & spirit.

Best described in one or two words

Unfocused brand = weak brand


EssenceThings to consider:

•What emotions do people encounter when they experience your products?•If your brand was a person, describe the personality.

Jello = FunHonda = Reliability

Reeses = Happy Accidents3M = Innovation

Visa = EverywhereJif Peanut Butter = Mother’s Love

Disney = MagicCoke = Happiness


9 Benchmarks for Pinpointing Your Brand Essence

1. Uniqueness2. Intangible3. Be Single Minded4. Experiential5. Meaningful6. Consistently Delivered7. Authenticity8. Sustainable9. Scalable


Essence = Passion Point

Passion = Loyalty

Brand loyalty drives up to 70% of all purchase decisions. -Kuczmarski & Associates

Loyal customers are willing to pay a 20% premium for their brand choice. -Kuczmarski & Associates


Create an Experience Driven Culture


Successful digital strategy brings the consumer to the center of the brand’s communications, while strengthening

brand position

by making your audience think & feel & relate to what your brand is passionate

about.


Disadvantage – If the only motivator is money, then a brand can be easily under cut by competitors

Traditionally, brands appealed to customer’s sense of reason

“Content” was used to pushdeals and low prices.


Digital allows for brands to appeal to emotion.

Social channels = Platforms in which to share passion.


Digital strategy needs to harness passion&

Translate it into a brand story

Create experiences around that passion point to drive the social conversation.


Give your audience reasons to keep “feeling” about your brand the way you

want them to.


Businesses Must Invest in Defining a Positive, Wonderfully Shareable Experience

Most brands react, rather than leading.


The cost of reacting to negative experiences is completely eclipsed by

the upside of creating & nurturing positive ones at the inception.

- Brian Solis – What’s the Future of Business


The nature of consumer relationships is changing:

Product & Service ------ User-Led Demand


Create Content That Evokes Passion

• Brand X is perfect for me

• Brand / Product X is irreplaceable in my life


Passion doesn’t just happen;it has to be fostered over the long-term.

What causes brand passion?• Consistent brand experience• Brand identification• Brand trust

Use your content to speak to those passion drivers by implementing:• Unified brand voice• Highly targeted and personal content• Responsive and transparent content


Humans crave stories.

Given the new media landscape of paid, owned and earned media, branded story telling …is no longer what you say, but how you say it.


Where to tell your story?

Visually impactful?

Targeting Millennials?

Pursuing Adults 35-55?


Coca Cola: How They Tell Their Story


Website


Facebook Page


Twitter


Instagram


Coca~Cola Strategy – Liquid & Linked


Engage Audience w/ Action


Cross Channel Marketing

Landing Page & Supporting Stories


On Twitter - 83% are direct @ replies

Speak to your audience directly


• Define your brand “essence”

• Create compelling stories central to that passion point

• Establish experiences for your audience to feel & think & relate to what your brand is passionate about

• Appeal to the intangible emotion of your audience rather than the tangible logic for sustained engagement and deeper relationship, fostering trust, loyalty and shared passion.

Final Thoughts


CONTACT

Denise Holt

[email protected]

Collaborative iQ Blog - DeniseHolt.comCollaborative iQ Podcast

Facebook.com/CollaborativeIQTwitter - @DeniseHolt1

mailto:[email protected]?subject=Activating%20Employees%20as%20Brand%20Advocates



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