Branding 101: Why Build Your Company Foundation?

Branding 101 anitakc

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…

What are Marketing, Branding, Public Relations, Social Media and Advertising?

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

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.

Continue Reading…

Recap of Brit + Co’s Re:Make 2015 Conference

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.

Lindsay Ell

Brit Morin

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.

Tina Seelig

Pay more attention to things! Think about the processes in your daily life and how to make them better.

Scott Belsky

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…

How to Engage with Bloggers to Grow Your Business

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.

Continue Reading…

Introducing: Tough Love

In a discussion with my boss and co-worker, I educated them on the quarterlife crisis. They, being in generations older than me, were baffled that millennials – so lazy and entitled as we are – created a “crisis” to deal with not being able to find a job, being directionless, and taking our sweet time “figuring it out.” I talked about my struggles along the way of arriving where I am and that is how the idea of this blog feature came along.

I have had no professional training for giving you life and career advice. I’m starting this series because I’ve been there and am living life the best I can. My education on the subject comes from personal experience (days, weeks and months of living a crisis) and observation and reading many articles and books on how to make my life better. Figuring this stuff out isn’t a one-time fix. “Figuring it out” requires constant reminders to yourself about what you want to accomplish and what you want in life. There are days when what you want to be and do is as clear as crystal and other days, a few disappointments can lead you into an unsettling spiral of self-doubt. I know how it is!

Continue Reading…

SXSW Recap: Millennials

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.

Continue Reading…

SXSW Recap: Top Event Branding

SXSW Mophie Rescue
Today I’m over on my lifestyle blog, Fearless Captivations, recapping the top event branding features I saw at SXSW. I went into SXSWi with my marketing mindset and was enthused by the ways companies presented their brand to stand-out and create buzz.

Head over to FearlessCaptivations.com to find out what I saw.

Want to read my other SXSW Recap posts?

SXSW SouthBites Recap: Food Criticism Today

The second SXSW SouthBites session I went to was Food Criticism in the Digital Age with Alison Cook, restaurant critic at The Houston Chronicle; Helen Rosner, features editor at Eater; Jonathan Gold, food writer at the Los Angeles Times; and Moderator Evan Kleiman of Kcrw Good Food.The panel started out with the question: “In this age of Yelp, is everyone a critic or are we all just sharing our opinions?”

Gold mentions the phrase “glorious noise of specialists” to describe the online reviewers and bloggers that write about restaurants and food. The “noise” is just an amplified version of what was already there. It’s a new avenue to express opinions. Instead of snail mail, platforms were created to give consumers a different kind of voice and snail mail has become email.Another big subject was food bloggers vs. food critics. The panel stated that their wealth of knowledge and context is different. Backed by the legacy of their publication, critics have a way of doing things that includes visiting the restaurant at least 2-3 times and going under a fake name. Critics put chefs, restaurants, and food movements into context. They know the know the cultural, socioeconomic, geopolitical, agricultural backgrounds behind the dishes they’re eating. As Gold described, he knows how the current weather conditions would have on a croissant and how it would look differently. The big difference is that critics pay for all their meals. Cook argued that when you’re given free food, you’ll post something nice with no critical content and there isn’t a value framework there.

Take a look at these statistics about online reviews from a recent study.

Continue Reading…

SXSW Recap: Importance of Team

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…

SXSW SouthBites Recap: Technology in Dining

momofuku

This was the second year for the SXSW SouthBites program, which connects food artisans, the food industry and technology. Basically, it’s to talk about the culinary industry! One of the sessions I went to was The Future Role of Tech in Dining and Food with David Chang, the owner and founder of Momofuku and Matt Buchanan, the editor of The Awl.

David Chang started his session out with a bang, claiming the Internet is what killed food and that chefs are losing their individuality. Ideas, restaurant reviews, and recipes are shared widely on the Internet, changing the way we think about food, experience restaurants and judge our experiences. I can definitely see what Chang means by this. Before I step into a restaurant, I know how cool the restaurant is supposed to look, what dishes I’m supposed to order, and how many stars my peers are giving it. I have increased expectations. I’ve lost some of the spark in the experience. We may have had this naturally by word of mouth, but the Internet has expanded it. Chefs are copying each other based on what’s hot. (Remember the cronut craze?!) I think the Internet is great for getting new ideas and expanding on those ideas. Whether or not it’s affecting chef creativity? I can see how that could be but I don’t have enough knowledge to be sure. What do you think?

In discussing how tech can help restaurants and the dining experience, Chang asked: how can restaurants collect data better (i.e. have their own data instead of using a third party like OpenTable) and how can tech make waiting in line disappear (referencing Franklin BBQ, its consistent line and how amazing it is). Great ideas and I have a feeling tech in the culinary industry will grow to make culinary experiences better and operations easier.

I didn’t know anything about David Chang before this panel but I’ve enjoyed treats from Momofuku Milk Bar. Throughout this panel, I felt he was very genuine, honest, team-focused and forward-thinking. He knows what he’s doing and why he’s doing it, although to him, it looks like he’s figuring it out as he goes. He said he got into the business to cook and that it wasn’t about the money. That’s why he’s opening a small fast food fried chicken restaurant soon. Because he likes fried chicken! He also said that some restaurants, like Franklin BBQ, are better because they care. They’re meticulous about the process and the product. And lastly, he’s humble in saying that he’s made a lot of mistakes along the way and it’s a bummer the Internet is changing how we do things. It’s taking away much of the trial and error. I’ll leave you with this inspiration from Chang: “Out of the ashes, something awesome could happen.”