behind the megaphone

nick westergaard | branddrivendigital.com | 2014

BRAND DRIVEN digital

Why Your Brand Matters Now More Than Ever

Behind the Megaphone

Photo via Flickr user woodleywonderworks

Schooled by a Realtor

Background

@NickWestergaard

Source: Hubspot

Source: Hubspot

Source: Hubspot

Source: Hubspot

The Megaphone Is Changing

Photo via Flickr user Pank Seelen

No More

Photo via Flickr user rox sm

Listening vs. Talking

Photo via Flickr user BinaryApe

Long Tail

“– lee clow, chairman and global director, tbwa\worldwide

“The Reality of the New Media World is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”

A brand can be any noun

(person, place, or thing) that needs someone else to take action (purchase, promote, advocate, and so on). !A brand does this by creating a series of IDEAS and TOUCH POINTS that build a larger message which draws the desired party close, engages them emotionally, and inspires them to take action.

You Are a Brand, Too

1

How to Build Your Brand

‣ Spark

‣ Promise

‣ Narrative

‣ Vocabulary

‣ Visuals

Your Brand Blueprint

Start with a Spark

The Brand Promise

WHAT You Do for WHOM

Brand Promise =

Narrative

Photo via Flickr user view-askew

Vocabulary & Voice

Photo via Flickr user hiddedevries

Visuals

Photo via Flickr user Ali Smiles

2

The Brand Blueprint in Action

Spark

Photo via Flickr user HidingInABunker

Promise

Photo via Flickr user (e)Spry

Narrative

Photo via Flickr user roshan1286

Vocabulary

Photo via Flickr user Acarlos1000

Visuals

Photo via Flickr user Doonvas

Photo via Wikimedia Commons user Asolsma1988

‣ Spark

‣ Promise

‣ Narrative

‣ Vocabulary

‣ Visuals

Personal Brand Blueprint in Action

3

Engaging Others in Your Branding

Photo via Flickr user goodrob13

Raving Fans

Everyone’s a Marketer

Photo via Flickr user .Wayne Large

EASY

Understand

AdaptShare

The Axis of Easy

Source: Ben & Jerry’s Fan Photo

4

Finally

There are a BILLION People on Facebook

Brand Following Behavior Has Doubled

No Single Brand Dominates

BRAND EQUALIZER

“– dean westergaard, president, westergaard llc

“YOUR BRAND isn’t what you do.IT’S WHAT YOU BELIEVE.”

nick westergaard | branddrivendigital.com | fall 2013

BRAND DRIVEN digital

nick westergaard | branddrivendigital.com | 2014

BRAND DRIVEN digital

nick westergaard | branddrivendigital.com | fall 2013

BRAND DRIVEN digital

Questions?!blog: branddrivendigital.com podcast: worktalkshow.comtwitter: @nickwestergaard