Date post: | 15-Apr-2017 |
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Hi! I am Cunlay,Digital Creative Lead & Co-Founder at
Forty Three & Seven. Over the last couple of years, my life-long
curiosity has found me in the intersection of People, Design, Tech, Culture & Brands.
I shape perception for brands and individuals; leveraging on digital
technology as a medium for businesses find meaning and meet set goals.
Perception is always stronger than Reality
Perception vs Reality
The perception around an entity determines to a great extent if the reality will be considered and by extension experienced.
Therefore, an entity with a great reality but poor perception may never be able to share that reality with its audience.
WHAT TO EXPECT
• The Brand Mystery
• Defining Your Brand
• Understanding Digital
• Framework for engagement on Digital
• Essentials
THE BRAND MYSTERY
A lot of times, people confuse a whole lot of other elements for a brand.
A logo is not a brand. A logo is a physical representation/mark for a brand.
A brand is ethereal. Somewhat invisible, yet felt and reflected in tangible proportions.
A brand is a promise….made and fulfilled!
DEFINING YOUR BRAND
Defining your brand is the first step to your start-up’s success.
In defining your brand you need to understand that your brand is what people perceive you/your business as.
You can define your brand running it through the following tools:
• The Censydiam Map
• The Brand Essence Matrix
• And the MVB Canvas.
DEFINING YOUR BRAND
The Censydiam Map
The Censydiam map is built around the human motivators (emotions) that shapes brand perception.
The emotion your brand generates must fall within this categories of emotions along the personal and social dimensions.
Personal dimensions: “how I feel within”
Social dimensions: “how I feel around other people”
DEFINING YOUR BRAND
Finding your Brand Essence
Your Brand Essence drives the tone, and posture of your brand.
It’s a mix of at least 3 of the 6 outlined elements.
Brand Essence
Personality
Style& Culture
Points of Difference
EmotionalBenefits
Social Identity
FunctionalBenefits
DEFINING YOUR BRAND
The MVB Canvas
This is the go-to tool for developing start-up brands.
It takes a lean approach to brand building and is guided by the principle that focus is essential for new product viability. A brand should be positioned in a specific way to a specific target customer.
UNDERSTANDING DIGITAL
The word “digital” has been bandied about for quite some time now, yet most brands still don’t get it.
Digital isn’t just about platforms, it’s the greatest opportunity to build humanized brands, compete better for the ever reducing target audience attention, and rapidly scale your business growth.
At the heart of digital is content.
Digital is a mindset….built around speed and scale!
Digital is not just about numbers and codes and tech stuff…
Digital is about people, and inter-connectedness.
FRAMEWORK FOR ENGAGEMENT ON DIGITAL
ContentContext
Everything is linked across platforms.
Content interplays across each platforms as drivers of engagement.
STORIESVIDEOS
LIFE
STY
LE
CR
M
SEO/SEM
FRAMEWORK FOR ENGAGEMENT ON DIGITAL
Utilising Channels
On Facebook, bring the brand alive with contextually relevant storytelling, creating content built around themes of interest to your consumers/audience.
3 Key Actions:Create a Facebook Page Publish Content Regularly Create a mix between
posts promotion and timing
FRAMEWORK FOR ENGAGEMENT ON DIGITALUtilising Channels
On Twitter, leverage on topical trends, start conversations, provide tips and exploit twitter as an agile Customer Relationship Management platform.
3 Key Actions:Create a Twitter Account Publish Content Regularly Respond to mentions quickly
FRAMEWORK FOR ENGAGEMENT ON DIGITALUtilising Channels
3 Key Actions:Create a Instagram Account Create an aspirational
gallery Repost content fromtop opinion shapers
in your category.
Instagram has grown into Nigeria’s home of “the cool”, a hub for pop culture and buzz-worthy lifestyle inspiration. and cues as everyday living possibilities for the consumers to adopt
FRAMEWORK FOR ENGAGEMENT ON DIGITALUtilising Channels
3 Key Actions:Create a YouTube Profile Publish Content Regularly Embed video on your
website and other socialassets
As video continues to grow in terms of shared content and user engagement, your brand could tap into this trend by creating a consumer focused YouTube channel.
FRAMEWORK FOR ENGAGEMENT ON DIGITALUtilising Channels
3 Key Actions:Create a Google+ Profile Publish Content Regularly Use relevant keywords
in Titles and Body
An active Google+ page, linked to your other social media platforms is an active content led digital asset along with your website… This will improve brand visibility in search and the amount of inbound traffic/leads to your website.
ESSENTIALS
Minimum Viable Brands = Minimum Viable Products
Your Digital Footprints Matter
Only You can Tell your Story.