fundamentals of branding
TRANSCRIPT
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BRANDINGTHE FUNDAMENTALS OF
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YOUR BRAND IS WHAT OTHER PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM
Jeff Bezos | CEO & Founder Amazon
THE FUNDAMENTALS OF BRANDING
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BE DIFFERENT BE VIGILANT BE RELEVANT
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SOCIAL MEDIA HAS CHANGED THE WAY BRANDS CAN BEHAVE FOREVER. THIS IS AN OPPORTUNITY, NOT A DISADVANTAGE.
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WE’RE GETTING AHEAD OF OURSELVES
WAIT
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LET’S TALK STRATEGY.
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VISION MISSION VALUES
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LET’S START AT THE BEGINNING
IDENTITY
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IDENTITY
WHAT'S IN A NAME?
▸ Your name doesn't need to be descrip@ve of your product or service
▸ Example - Google or Amazon or Farmers or Spark
▸ Make sure it is something people can spell or doesn't belong to someone compe@ng in your industry
▸ You must be able to get a matching URL (web address) & Social Names.
▸ Buy more than just the .co.nz or .com
▸ Try to avoid misspelling words inten@onally
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IDENTITY
A PICTURE IS WORTH A THOUSAND WORDS
▸ There are 5 things to consider when thinking about a logo:
▸ Simple | Memorable | Timeless | Versa@le | Appropriate
▸ Use it to help tell your story
▸ Get some professional help. You’ll want to do it right, first @me
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The Struggle Is Real
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IDENTITY
SAY WHAT?!
▸ As important as the name and logo is the types of words you use when talking to your customers
▸ Ditch the acronyms and technical lingo. You’re the expert, not the customer
▸ Pick a tone of voice that matches the personality you’re trying to convey
▸ If your target market isn't formal, you shouldn't be either. But have some cau@on around this - you’re s@ll in a business rela@onship
▸ Create a style guide: Keywords and phrases you want to use when describing yourself. This helps bring new people into the fold quicker
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KEEPING THEIR
ATTENTION
ASSETS
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ASSETS
IT’S ALL ABOUT THE FIRST IMPRESSION
▸ Spend some money ge_ng great images produced. This includes staff shots, product shots and hero images you can use for adver@sing
▸ People retain 65% of informa@on presented with an image acer 3 days, compared to 10% when there is no image
▸ The world is a visual place - don’t underes@mate the importance of great looking images
▸ Next, you’ll want to have some video
▸ Shoppers who view video are 1.81x more likely to purchase than non-viewers
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THE WORLD IS CHANGING VERY FAST. BIG WILL NOT BEAT SMALL ANYMORE. IT WILL BE THE FAST BEATING THE SLOW.
Rupert Murdoch
THE FUNDAMENTALS OF BRANDING
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BE WHERE PEOPLE ARE
GET ONLINE
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GET ONLINE
WHAT’S A PHONEBOOK?! - EVERY MILLENNIAL EVER
▸ 95% of people with a mobile smartphone device are performing searches for local products and services.
▸ The Long and Short of it - GET A WEBSITE
▸ Having a website means you're able to be found in a place most people are looking*
▸ Are all websites equal? > That would be a NO
▸ *Nothing is ever as simple as you’d think!
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WEBSITE CHECKLIST
• IT MUST BE RESPONSIVE • IT MUST HAVE WORTH WHILE CONTENT • IT MUST BE VISUALLY APPEALING • IT MUST BE FAST AND EASY TO USE • IT MUST BE OPTIMISED FOR SEARCH ENGINES • YOU NEED TO ACCEPT IT’LL NEVER BE FINISHED
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THE GOOD
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THE BAD
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THE UGLY
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HELP PEOPLE FIND YOU
ADVERTISE ONLINE
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ADVERTISE ONLINE
THE INTERNET IS A BIG PLACE
▸ It can take some @me to be found organically online - there are a bunch of people trying to do the same thing as you
▸ Using keyword adver@sing means that people looking for you, using the keywords you target, will be shown your site as an ad in Google
▸ Having SEO (Search Engine Op@misa@on) done on your website on at least a monthly basis will make your site more anrac@ve to search engines. The Result: Bener Organic Search Ranking (You’ll be closer to the top)
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ADVERTISE ONLINE
GOOGLE IS JUST THE START
▸ Facebook has virtually endless options for creating ads. Everyone of them intended for a specific outcome
▸ Audience Targeting = Unbeatable
▸ A great way to get your business in front of people who are looking
▸ Not right for all industries, but we’ve been surprised ourselves with some of the outcomes for our customers
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ADVERTISE ONLINE
GET THEM COMING BACK
▸ Once you’ve done all the hard work of ge_ng people to your website, you can do a linle thing called Re-Marke@ng
▸ This is used to re-engage your customers to comeback and finish what they were doing or do it again
▸ Re-Marke@ng can take the form of Display Adver@sing & Social Targe@ng. These work best
▸ Social Adver@sing and Display Adver@sing - This is where your assets come into play
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LET’S GET SOCIAL
GO FURTHER ONLINE
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GO FURTHER ONLINE
SOCIAL MEDIA'S SO HOT RIGHT NOW
▸ 80% of Kiwi’s discover products or brands on Facebook
▸ On an average day, over 2 million Kiwi’s will access Facebook. Some of them up to as many as 14 @mes.
▸ New Zealand has the highest propor@on of online popula@on that visit Facebook when compared to major markets. We’re at 80%. USA 69%, Australia 74%, UK 68%.
NZ 80%
USA 69%
AUSTRALIA
74%UK
68%
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GO FURTHER ONLINE
CONTENT IS KING
▸ Be consistent & make sure it is original content
▸ Be consistent
▸ Engage with your audience
▸ Ge_ng content out will drive visitors to your website
▸ Have fun with it
▸ Images and Videos have the highest engagement rates - Video is #1
▸ Like and Share other peoples content - Remember it’s called social for a reason
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GO FURTHER ONLINE
THE GOLDEN RULES
▸ Your Facebook Business page is not your personal Facebook page
▸ Respond to people where appropriate
▸ Don’t antagonise people
▸ Your Facebook page is public! It’s not a place for opinions on world poli@cs or that of your next door neighbour
▸ Don’t be afraid to hide comments and ban people if you believe they are being unjust (but don’t use it as a way to solve complaints)
▸ Have fun with it
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ONLY CREATE A SOCIAL ACCOUNT IF YOU’RE GOING TO USE IT
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BRANDS ARE FRAGILE - HANDLE WITH CARE
OUT IN THE WORLD
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OUT IN THE WORLD
BE A PROUD PARENT
▸ Be Different
▸ Experiences are what people share
▸ Your customers own your brand. That doesn't mean they have control of it
▸ Don’t be afraid to try new things
▸ Do everything within reason, understand your market first.
▸ Understand that people are going to get upset and possibly angry - just defuse it as best you can. Don’t be the accelerant that keeps it burning
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OUT IN THE WORLD
BE A PROUD PARENT
▸ Be Vigilant
▸ Keep an eye on colour. Don’t let people supplement it with a ‘that’ll do’ fix
▸ The same goes for your font
▸ You and your employees are your brand
▸ Reputa@on is what will ul@mately make or break it. It doesn't maner how beau@ful it is or how much it cost
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OUT IN THE WORLD
BE A PROUD PARENT
▸ Be Relevant
▸ Stay up to date
▸ Encourage customers to share their experiences
▸ Engage with customers where they want to be engaged with
▸ Don’t treat it as a one way rela@onship
▸ Try new marke@ng techniques and offers
▸ Learn from your compe@@on
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QUESTIONS?