logic + magicR E V E A L ING T HE SECR E T S OF DIGI TA L M A R K E T ING

published by LEAP

SUMMER 2014 logic + magicR E V E A L ING T HE SECR E T S OF DIGI TA L M A R K E T ING

Your guide to the top 10 trends, toys, SEO secrets, & oh so much more.

THE

BEST

DIGITAL

2014

OF

10

10

10

published by LEAP

SUMMER 2014 logic + magicR E V E A L ING T HE SECR E T S OF DIGI TA L M A R K E T ING

Our definitive guide to the top 10 trends, toys, SEO secrets, and more. www.LEAPagency.com

SUMMER 201410 Steps to Reinvent Your BrandBy: Daniel Knapp & Alan Gilleo Published by LEAP

What do they say about your brand or your product when they don’t think you’re listening?

3

GET ON OR GET OUT. This is

your brand bus and your leadership

team must be on-board or they need to

be replaced. There can be no seat for

those who aren’t all-in.

With your reconstituted leadership

team, define what matters to you and

what you hold dear. Discover your

values at an alignment retreat with

key stakeholders.

By Daniel Knapp and Alan Gilleo

2

CLARIFY THE PURPOSE FOR YOUR BRAND. What is your brand’s

destination? Why does your brand

exist? What good does it offer the

world? What does its future look like?

How is it getting there? You can’t inspire

confidence in your brand if you don’t

know these basics.

Map out your vision and nail down your

mission statement. Determine your

brand pillars and differentiators.

4

FIX YOUR ENVIRONMENT. Walk in

the front door of your business sometime

today and take the time to absorb your

environment. What do you hear, what do

you see, what do you smell, what do you

feel? If any sensory input doesn’t ring

true to why you exist, where your brand

is going, what you value, or what matters

to your organization…then you have some

remodeling and redecorating to do!

TIME TO SHIFT GEARS?

REFRESH AND RE-LAUNCH

YOUR BRAND IDENTITY WITH

THIS SIMPLE ROAD MAP.

1

KNOW WHO YOU ARE. Identify the

products or services that your company

is (or can become) the very best in the

world at providing. And, if you don’t know,

ask your customers. Look into conducting

product comparisons, competitive

analyses, customer surveys and

focus groups.

Nobody enjoys “mediocre.” It’s difficult

to sell, hard to service and support,

and not all that enjoyable to produce.

So stop doing it.

This is your brand bus and your leadership team must be on-board.

BEST OF DIGITAL 20147

5

LISTEN TO YOUR EMPLOYEES. How do they answer the phone? How do

they speak to each other? How do they

speak to you? If any of this employee

communication does not ring true to

your new brand direction, fix it! How?

Publish your new brand tenets, train your

employees on them, and lead by example.

Express your expectations clearly, and

hold your employees to them. Conduct

training sessions, employee evaluations,

and revamp your signage to reflect your

new identity.

10

WITH EVERY CHANNEL AT FULL THROTTLE, GO ALL OUT. Pull

every lever possible to let your clients,

prospects, and general public know that

your brand is back—bigger, badder, and

better than ever. Leverage any broadcast

buys, your email marketing campaign,

your social channels, and corporate

communications. This is the new you. Love

it, show it off and own it.

8

TIME FOR THE BIG DEBUT. Unveil your new identity at a

company-wide re-launch party.

Make this big, make it required, and

make it something your employees never

forget. Think food, drinks, giveaways,

and lots of fun. Show them the launch

plan. Share your energy.

This is all about building excitement

and passion about your new brand.

You’ve already conveyed it to them.

This is about inspiring them to

share it everywhere.

7

VISUALLY REFRESH EVERYTHING. Reinvigorating your brand requires a

change, and nothing undermines that

message quite like yesterday’s visuals.

You’ll want a new logo, tagline, and

website. Refresh all collateral materials,

social properties, and branded content and

make it shine with your new look and feel.

6

BRING IN EXPERTS. With your

internal house in order and the reality

of your brand solid, it’s time to start

thinking about communicating and

conveying your brand to the world. Align

with the right team of experts to build a

strategic marketing and communication

plan for your brand. Think about your

brand bible, your marCom strategy,

content strategy, and social & PR plans.

9

PROTECT YOURSELF.The excitement of reinvigorating and

re-launching your brand to the world can

sometimes overtake the pragmatic. But

take the time to deal with copyrights and

trademarks properly. Buy up all of the

domain names that use your business

name, tagline, or primary marketing

messages. Make sure you have met all

state and international requirements, and

lawyer up for an extra level of safety.

lm

This is all about building excitement and passion about the new brand.

brand WINS & FAILS of the year

TIPS FOR CREATING A SMART CONTENT STRATEGY

PICTURES

FICTIONAL TOYS

TIME TO SHIFT GEARS?

You oughta be in

shopper’s

turned tech tools

DELIGHT

AND OTHER DIGITAL

AWESOMENESS

SOCIALCURRENCY

Your story in motion

w w w.LE A Pagency.comLouis v ille / Cincinnati

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