harnessing the power of your brand. what’s in a brand?
TRANSCRIPT
Harnessing the Power of YOUR Brand
What’s in a brand?
WHAT’S YOUR USP- IQ?
Brands Come FromUnique Selling Propositions (USP)
So why do you want a brand anyway?
Seth Godin says...
A brand is...[Prediction of what to expect]
Multiplied by [Emotional power of that expectation]
Expectation x Emotion
Where do you get one?
• What you say about yourself– Motivated– Competitive– Distracted– Adaptable– Committed– Humorous
– What others say about you• Smart• Energetic• Reliable• Hard working• Passionate• Tenacious• Generous• Mean
Brand as Body Armor
NOW YOU’RE TALKING...TARGETS AND TOOLS
“If you want to grow a valuable brand, my advice is to keep awareness close to zero among the people you're not ready for yet, and build the most predictable, emotional experience you can among those that care about you.”
Talk to Your Target (not to yourself)
REMEMBER JARED’S PANTS
Tell your brand through sticky stories
WHAT WOULD GOOGLE SAY?
• Conduct an online audit• Where does your organization “live” online• What happens on Google, Bing, Yahoo ?
– Who’s showing up on the first page
• Is the story about you positive?• Is it clear? • Do you have any skeletons? Problems?
VISITED YOUR WEBSITE LATELY?
Go there now...
• Did it show up well in organic searches?
• Does it tell a sticky story?• Is it long in the tooth?• Does it look like the
organization you believe you are part of?
• Are you tracking your analytics and what are they saying?
WORK ON YOUR “SOCIAL SKILLS”
• Are people talking about you? – Do you know where to
look?• Facebook, Youtube,
Twitter, Flickr, blogs, forums, message boards...and on...and on
• Are you responding?• Is your competition?
Still waiting for the fad to fade? 2/3 of Americans are using social media – a 230%
increase since 2007 60% of US web users visit social networks regularly Fastest growth in social media is 45 and up Youtube is #2 search engine; 178 Million US users
watched an average of 14.7 hours of videos in July. 1/3 of women 18 to 34 check Facebook first thing in
the morning; 21% check it at midnight.
So Why Wade – or Dive – In?
• Network• Build awareness and
loyalty of your brand• Improve customer
service• Get feedback from
customers/users• Research• Gaining customers/sales
• Generate media hits online and/or traditional media outlets
• Crisis communication• Increase the SEO rank of
your website by linking• Offer customers
discounts, promotions• Recruiting!
BUT, WHAT ABOUT THE OTHER STUFF?
Tried and True Still Worth Trying
• Public Relations packs a punch
• Professional networking • Advertising to your
target• Sponsorship activation• Direct mail
How to Find Me
• Colleen Troy • [email protected]• Twitter @colleenrt• Touchpoint Communications website:
www.touchptcom.com• Blog: www.touchptcom.com/news