behind the megaphone
TRANSCRIPT
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