As described in the 101 post, branding is how the public feels about your brand and involves all the design and messages attached to your company and products/services. It’s commonly described as the promise you’re giving to customers. Branding also helps your employees and potential employees align themselves with the company.
Let’s think about the Nike brand. Can you see the swoop logo in your head? Their “Just Do It” tagline invokes confidence, hard work, ambition, and collaboration. Their persona is the strong and motivated athlete you want to become. Their brand ambassadors, the athletes making appearances in commercials or wearing their gear because of sponsorships, are examples that using the Nike product can make you a better athlete. Through their branding, you envision a company that will help you become the best athlete.
In the end, branding helps the consumer embody what the company is all about at its core. Continue Reading…
I can understand why people have questions about the difference in marketing, public relations, branding, social media and advertising. They all are aiming to do the same thing but in different ways or through different platforms. I hope this will help you understand it!
Marketing is how your company increases awareness and creates behavior change to your desired audience. It’s how you promote and sell your products or services. The traditional marketing mix involves the 4 Ps: product, place, price, and promotion.
- Product: what you are selling. For “product” to be successful, you’ll need to think about packaging, design and messaging. This is where branding comes into play and it’s described more below.
- Place: where you are selling it. For “place” to be successful, you’ll need to think about your markets, distribution channels and target audience. Who are you trying to reach and where can you reach them?
- Price: at what price are you selling it. For “price” to be successful, you’ll need to think about the value of the product – the value to you and the value to your customer.
- Promotion: how you are getting people to buy it. This can involve strategies like email marketing, SEO, inbound marketing, event marketing, public relations, social media and advertising. A few of these are explained more below.
I walked away with some important insights from last weekend’s Re:Make 2015 conference put on by Brit + Co. Here are the highlights from the speakers.
Everyone is creative. Creative projects keep you from aging and cures anxiety. Creativity releases dopamine, making you happier! For employers and employees: being healthier and happier means you’re more productive and effective at work.
Pay more attention to things! Think about the processes in your daily life and how to make them better.
Most ideas never happen. Why? Because the energy and excitement of the idea decreases and plateaus as time passes. We keep coming up with new ideas/projects instead of completing one. So, pick an idea and manage your action steps.
Don’t fight competition. Competition makes you act! Use it to spur you on.
Find one or two things that are most important and compromise on everything else because you can’t please everyone. Embrace flexibility.
Nothing extraordinary comes from ordinary means. Continue Reading…
The blogosphere is HUGE. There are 227 million blogs on Tumblr and 75.8 million on WordPress (these are free blogging websites) and even more on Blogger and those using unique URLS. You can find a blog on every subject, from specific hobbies to general topics such as food or parenting. This huge blog world also means opportunities to help you grow your business! Let’s talk about why and how.
Why should you engage with bloggers?
- From the aforementioned numbers, it’s a big network. You’re bound to find a subject that fits with your business.
- Your potential audience is more likely to believe the recommendation coming from someone other than you. This is word-of-mouth marketing. Instead of sharing tips at the water cooler, it’s online.
- Bloggers have influence through a loyal readership. Depending on the blog’s focus, a blog can have hundreds to millions of followers that engage with it.
- Bloggers have social media influence. To increase readership and connect with their readers in on other platforms, bloggers also grow their social media presence.
- Great bloggers are serious about their work. They work with honesty and integrity and they’re willing to work with brands that fit their blog.
One of my favorite sessions (speakers were dynamic and subject is always interesting) was Solving the Millennial Content Challenge with Jason Dorsey, Chief Strategy Officer of The Center For Generational Kinetics LLC, and Joseph Gagnon, SVP/GM/Cloud Solutions of Aspect Software. Both are experts in millennials research and strategies. Their presentation was specifically focused on U.S. millennials.
First, there were so many facts given about millennials. Here are some:
- Millennials are those born in years 1977 through 1995. They are categorized in these years because they can process the 9/11 event.
- By 2017, millennials will outspend baby boomers.
- Millennials are the generation with the least established loyalty because for most big purchases, they haven’t had the opportunity to make a decision again. You can’t lose loyalty if you’ve never had it.
- Millennials have the most diverse generation. They don’t see diversity until it’s absent.
- Millennials are accomplishing societal “norms” (such as marriage) 3-5 years later than expected. By certain ages, they have different accumulated life experiences than previous generations.
One common subject I heard in multiple SXSWi sessions was about how important the team was to the success of a company. Here are some of the quotes from different sessions:
We (social media) don’t stand apart from the newsroom. We’re part of it.
Michael Roston, Sr Staff Editor Social Media, The New York Times; Social Media: Breaking News or Fixing News?
Find people who want to be a part of the magic and see your vision.
Chris Wink, Co-Founder & Chief Creative Officer, Blue Man Group; Using Brands to Create Cultural Identity
I have a bigger goal than the food. It’s providing creative challenge and financial success for employees.
David Chang, Owner/Founder, Momofuku; The Future Role of Tech in Dining and Food
When you’re a medium start-up, it’s no longer all about you. You also have to think about users, employees, investors, media and competition. You deeply care about the interests of these people and try to align the interests.
Culture is more important than the product. The product is the product. Culture is the next hundred products.
Phil Libin, CEO, Evernote; Be Epic: The Art of Bold Decision Making Continue Reading…