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: [email protected]
to hear about the “Promote Your Passion”
webinar series.Thank You!
