IFBCHOW TO BUILD & MANAGE YOUR BRAND
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BRAND MANAGEMENT
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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INTRODUCTIONS
Angie SchneiderManaging Director
Barnaby Dorfman,Co-Founder,
Foodista& IFBC Host
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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AGENDA
Brand management CONCEPTS• How to build and manage your brand
Brand management EXECUTION• Tech resources• Time management resources• How to align your team
IFBCHOW TO BUILD & MANAGE YOUR BRAND
REAL-TIME BRAND BUILDING EXPERIMENT
IFBCHOW TO BUILD & MANAGE YOUR BRAND
How many Instagram followers can we add during this session?!
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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WHAT IS BRAND MANAGEMENT?
When it comes to brand management, reputation is not an
isolated factor.
The key to reputation management is mindful
actions and genuine communications.
Act in ways consistent with your brand,
heritage, experience and values.
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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BUILD YOUR BRAND
Define your brand. Who are you and what do you stand for?
Build a brand framework• Guiding Principles• Defining Qualities• Priorities
Use these as the filter by which you make every choice.
IFBCHOW TO BUILD & MANAGE YOUR BRAND
BRAND COMMUNICATIONS
Start by looking at your values and attributes to identify opportunities that will support your
overall purpose and mission.
PURPOSEIdentify your purpose and values
IFBCHOW TO BUILD & MANAGE YOUR BRAND
BRAND COMMUNICATIONS
•What is your unique point of view?
• How does your POV line up against others in the industry?
•Where do you fall on important topics/issues?
PLATFORMA unique point of view
IFBCHOW TO BUILD & MANAGE YOUR BRAND
BRAND COMMUNICATIONS
•What are your programmatic choices? Do you review restaurants, products or recipes? What are your guidelines about working with companies? Do you accept freebies? What are your policies around that?
•What would make you change your current programming? Deciding in advance what factors you will and will not consider can make choices easier down the road.
PROGRAMA scalable program that reaches multiple audiences
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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MANAGE YOUR BRAND
Identify ALL the factors that are included in managing your brand:
•Content you produce
•Advertisers/sponsorship approach
• Events you attend, etc.
• Your social media engagement strategy
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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MANAGE YOUR BRAND
Define which factors you can control and which factors you cannot control– CAN control: create plans for
proactive management, including content calendars, speaking opportunities, partnerships, etc.
– CANNOT control: build contingency plans for reactive response, including industry shifts, FCC rulings, technology platform changes, etc.
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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MANAGE YOUR BRAND
Stakeholder/network mapping Industry mapping
Connection mapping
Who cares about you?
Who do you care about?
How are you similar/different?
What is going on in food?
How does it impact you?
What is your opinion on it?
How do these issues and people relate to your brand identity?
Directly? Indirectly?
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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A BRAND IS PROMISE…WHAT’S YOURS?
IFBCHOW TO BUILD & MANAGE YOUR BRAND
THE VIRAL MYTH: BRAND BUILDING IS ACTUALLY HARD WORK!
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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GOALS:BE CLEAR ABOUT WHY YOU BLOG
Social• Make friends
• Connect with like-minded people
Professional• Build Reputation &
Authority
• Network to promote services
Financial• Advertising
• Sponsored posts & recipe development
IFBCHOW TO BUILD & MANAGE YOUR BRAND
TARGET AUDIENCE SEGMENTATION
Geographic Demographic Behavioral Psychographic
•City•State•Region•Country•Urban/Rural
•Age•Gender•Occupation• Income Level•Marital Status
•Mobile•Web•Photographer•Fellow Blogger• Social Media
Activity
•Personality•Lifestyle•Politics•Diet
IFBCHOW TO BUILD & MANAGE YOUR BRAND
PERSONALITY
If your brand/blog were a person, who would it be?• You?• Your family?• Best Friend?• Personal Trainer?• Life Coach?• Doctor/Dietician?• Mother/Grandmother?
IFBCHOW TO BUILD & MANAGE YOUR BRAND
AUTHORITY & VOICE
What are you an expert at?
Why should people read you?
What is your personal history?
IFBCHOW TO BUILD & MANAGE YOUR BRAND
STYLE & IMAGE
Logo and/or Wordmark• Different Sizes and Shapes
Key Color Pallet• Black/White & Grayscale Versions
Key Fonts and Typographic Style
Consistent Style for Images/Photography• Size• Perspective/Focal Point
Graphic Elements• Buttons & Navigation• Recipe formatting
IFBCHOW TO BUILD & MANAGE YOUR BRAND
DIFFERENTIATION/COMPETITIVE ANALYSIS
• Be different…in a good way!
• Define what makes your brand unique
• Leverage the Web to find similar brands/blogs and be specific about ways you are similar/different
IFBCHOW TO BUILD & MANAGE YOUR BRAND
A WORD ABOUT TRADEMARKS
• Definition: “A trademark is a word, phrase, symbol or design, or a combination thereof, that identifies and distinguishes the source of the goods of one party from those of others.”
• Registrations: http://www.uspto.gov/trademarks/basics/BasicFacts.pdf
• Cautions and Protections
IFBCHOW TO BUILD & MANAGE YOUR BRAND
KEEPING THE PROMISE
• Communicate frequently
• Be consistent
• Know you can’t control what happens after you hit the Return key
• Do: Case Studies, e.g. Red Bull
• Don’t: Case Studies, e.g. NYPD Social Media Fail
IFBCHOW TO BUILD & MANAGE YOUR BRAND
CONTENT MARKETING
Editorial calendar (planning
vs. winging it)
More frequent (short) posts
Repackage your own content (round-
ups)
Round-ups of others' content
(link love!)
Newsletter (send it
out weekly!)
IFBCHOW TO BUILD & MANAGE YOUR BRAND
http://honestslogans.com/
IFBCHOW TO BUILD & MANAGE YOUR BRAND
CASE STUDY: RED BULL
IFBCHOW TO BUILD & MANAGE YOUR BRAND
IFBCHOW TO BUILD & MANAGE YOUR BRAND
CASE STUDY: UNCLE BEN’S
IFBCHOW TO BUILD & MANAGE YOUR BRAND
IFBCHOW TO BUILD & MANAGE YOUR BRAND
SOCIAL MEDIA FAIL
The idea: Use #myNYPD to improve Community Relations
IFBCHOW TO BUILD & MANAGE YOUR BRAND
SOCIAL MEDIA FAIL
The Reality of How People Used #myNYPD
IFBCHOW TO BUILD & MANAGE YOUR BRAND
CREATE A FAMILIARITY THROUGH REPETITION
Dinosaur Comics - http://www.qwantz.com/index.php
IFBCHOW TO BUILD & MANAGE YOUR BRAND
YOUR BLOG IS THE HUB
YOUR BLOG
IFBCHOW TO BUILD & MANAGE YOUR BRAND
AUTOMATE DISTRIBUTION
YOUR BLOG
IFBCHOW TO BUILD & MANAGE YOUR BRAND
MEASUREMENT & METRICS
“What gets measured gets done”
• SEO– Google Analytics/Webmaster Tools– Moz.com– SEMRush.com
• Social– SimplyMeasured.com– RivalIQ.com
IFBCHOW TO BUILD & MANAGE YOUR BRAND
BUILDING TOOLS • Social Media
• Task Rabbit
• oDesk
• LogoWorks
IFBCHOW TO BUILD & MANAGE YOUR BRAND
REAL-TIME BRAND BUILDING EXPERIMENT
IFBCHOW TO BUILD & MANAGE YOUR BRAND
IFBCHOW TO BUILD & MANAGE YOUR BRAND
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TO GET YOU STARTED…
Questions to ask yourself to help define your brand
Define the character
• If my brand was a person, how would I describe it?
• What does my brand care about or do for fun? Am I friendly, playful, warm, professional authoritative or inspiring?
Identify the Tone
• Is the tone personal, honest, humble direct, buttoned up, snarky, street savvy or scientific/clinical?
Determine the type of language
• Is the language complex, simple, savvy, insider, fun, serious or whimsical?
What is the purpose?• How do I want people to feel when they visit my blog? Why should people check
it out?• Is my purpose to engage, entertain, educate, delight, inform, sell or amplify? • Is my content reactive or proactive?