BRANDINGTHE FUNDAMENTALS OF

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

BE DIFFERENT BE VIGILANT BE RELEVANT

SOCIAL MEDIA HAS CHANGED THE WAY BRANDS CAN BEHAVE FOREVER. THIS IS AN OPPORTUNITY, NOT A DISADVANTAGE.

WE’RE GETTING AHEAD OF OURSELVES

WAIT

LET’S TALK STRATEGY.

VISION MISSION VALUES

LET’S START AT THE BEGINNING

IDENTITY

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

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

The Struggle Is Real

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

KEEPING THEIR

ATTENTION

ASSETS

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

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

BE WHERE PEOPLE ARE

GET ONLINE

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!

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

THE GOOD

THE BAD

THE UGLY

HELP PEOPLE FIND YOU

ADVERTISE ONLINE

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)

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

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

LET’S GET SOCIAL

GO FURTHER ONLINE

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%

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

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

ONLY CREATE A SOCIAL ACCOUNT IF YOU’RE GOING TO USE IT

BRANDS ARE FRAGILE - HANDLE WITH CARE

OUT IN THE WORLD

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

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

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

QUESTIONS?