Build-a-B.R.A.N.D. Workshop Goes Digital

Presented by Laura Willis

Willis-Works Communications

My Background

Passionate about providing fully-integrated, results-oriented brands for small businesses through large corporate

25 years of branding experience in advertising agencies and the corporate environment

Willis-Works 2004

What is a brand?

“A brand is a collection of perceptions that exist in the mind of the consumer. It’s not the actual product or service, it’s intangible.” – Colin Bates

What is a brand?

“Your brand story is the story of your truth, what you stand for, what you promise, and what people experience.” – Michael Margolis

The importance of brand overall

Old-fashioned sales pitches don’t work

People don’t like to be “sold-to” People do business with people not

businesses Problems/solutions

Digital Relationship Builder

Many ways to connect with your audience, “touchpoints” both online and traditional media

Web Site

Social Media

Blog

E-mailLanding Pages

Mobile

What makes a successful brand?

People can believe in it People can emotionally connect to

the promise (fulfills a need) No one else can believably claim it It can last

Building a B.R.A.N.D.

B.ackground

R.oot

A.udience

N.eed

D.efine/D.eliver

B.ackground

Why is this important? What’s the vision/mission? The passion is contagious Filling a need/problem solver Relating to the story, not selling Could be the brand personality

R.oot

What makes your business tick? What motivates? Culture? Mindset? Core values? (are employees on

board?) Strengths/weaknesses

R.oot

Exercise: List 4-5 Adjectives that describe the

core values of your business Number in order of importance

PolishedCalm/CoolDemystifyingAlertEdgyVisionaryBrilliantEfficientAccessibleCapableFacilitatingProvenAggressiveFamiliarStraightforwardFearlessDown-to-earthUnconventionalExpansiveFocusedConnectingFreshObjective

HumbleImaginativeToughDrivenEffortlessOpen-mindedInfluentialCommunicativeInsightfulDiscerningIntuitiveSystematicInventiveLeaderListeningClearLogicalAdvancedChallengingMechanicalCredibleMentoringNatural

AnalyticalDeterminedPreciseConsistentPrestigiousEasyProcess-orientedEquippedPurposefulClassy/SophisticatedRationalReliableResilientHip/coolAgileResponsiveService-drivenDeliberateSimpleCreativeSolicitousDirectFast

IncisiveSoundAssertiveSplashySteadyDependableTimelessElegantTrustworthyFriendlyHabitualCleverUninhibitedDreamersWorldlyConfidentFlexibleSteadyInclusiveFluidEnergeticUnflappableInnovative

A.udience

Identify your audience Focus and narrow the field vs. being

too broad Start with the basics

- demographics: age, gender, financials, geographic location

A.udience

Brands today need to be customer-centric What’s going on with them? What can you do for them? What is their frame of mind?

N.eed

Features vs. benefits The “so what” theory Rational/actual need Emotional need Put yourself in the customer’s shoes What is your promise to them?

So what?

N.eed

What do they feel now? How do you want them to feel? What are potential results for them?

N.eed

What’s the competition: direct & indirect

What need do you fulfill that they don’t?

What is their story and how do they tell it?

N.eed

Example: Copper Lantern Lane

D.efine

Define your business personality What is the voice or tone? Can you use your own

background/personality to define the voice?

D.efine

Once you determine the voice, then you can create the “message”.

You need to stand out.

D.efine

Through imagery:

D.efine the Message

Use the “key promise” or the top benefit to customers: fulfills their need, solves a problem.

Remember the customer frame of mind & what will resonate with them emotionally

Remember the “so what” test

D.efine the Message

One option is to ask questions of your potential audience that makes them say “yes” in relation to needing your business.

D.efine Objectives

You have the message, now, how do you use it?

Consistency is key – any vehicle or media

D.eploy

Imagery Creating a feeling

D.eploy Digital

D.eploy – Web Site

Interactive & lead generation tools Provide something of value List-building Customer relationship Need to “draw them in” Web Site

Social Media

Blog

E-mailLanding Pages

Mobile

D.eploy Digital - Blog

Your web site central

Blogging – create your voice

Web Site

Social Media

Blog

E-mailLanding Pages

Mobile

D.eploy Digital–Social Media

Social media – speaking your brand online

Networking: building relationship

Web Site

Social Media

Blog

E-mailLanding Pages

Mobile

D.eploy Digital–Social Media

D.eploy Digital–Social Media

Emotional connection

Customer’s voice – the ultimate sales person

Opportunity to fix problems

Web Site

Social Media

Blog

E-mailLanding Pages

Mobile

D.eploy Digital–Social Media

Remember etiquette Employees on board Draw the line Social media

policiesWeb Site

Social Media

Blog

E-mailLanding Pages

Mobile

D.eploy Digital–Social Media

Games Special Offers/Discounts Cause media/partnerships

D.eploy Digital – E-mail

Providing useful info Link to pertinent

page on site Utilize landing

pages for continuity or special campaigns

Web Site

Social Media

Blog

E-mailLanding Pages

Mobile

D.eploy Across Media

Integrate your media Traditional media: radio, TV, print Social media, e-mail, web site, blog

All should relate and connect.

D.eploy Across Media

One good idea – endless opportunity Think out of the box But always make sure it reflects the

brand

Some Helpful Reading

“So What?: How to Communicate What Really Matters to Your Audience” by Mark Magnacca

“360 Degrees of the Customer” by Lisa Dennis, Chuck Dennis and Lori Richardson

“The Rules of WOO: An Entrepreneur’s Guide to Capturing the Hearts & Minds of Today’s Customers” by Cindy Solomon

Questions??Are you interested in other

tips or workshops to promote your passion for a powerful

brand?E-mail: laura@willis-works.com

to hear about the “Promote Your Passion”

webinar series.Thank You!