part one: your brand strategy building and growing a treatment brand … · 2018-03-16 · part...
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PART ONE: YOUR BRAND STRATEGY
Building and Growing a Treatment Brand Online
C4 Recovery Foundation March 15, 2018
Alexander Diner Dogukan Ozgen
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BUILDING AND GROWING A TREATMENT BRAND ONLINE
Takeaways for your Brand Strategy:
– The fundamentals of commercial branding
– Creating an authentic brand for your organization
– Using your brand to achieve business goals
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BUILDING AND GROWING A TREATMENT BRAND ONLINE
Takeaways for your Digital Media Strategy:
– Using Social Media to increase your census, to mobilize alumni, and to build referrals
– How to avoid common mistakes
– Working with marketing agencies effectively without wasting your budget
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BUILDING AND GROWING A TREATMENT BRAND ONLINE
Webinar Goodies/Resources :
– Brand Values & Attributes Worksheet to lay the foundations for your organizations brand
– Social Media & SEO Toolkit for creating and tracking online media assets
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PART ONE: YOUR BRAND STRATEGY
Your Brand Strategy
Part One Alexander Diner
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PART ONE: YOUR BRAND STRATEGY
Hi, I’m Alexander. I’m a designer and strategist based in Denver, CO. I operate a design studio and consultancy that works with organizations large and small to develop brand and design strategies to meet critical business goals.
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PART ONE: YOUR BRAND STRATEGY
All industries stand to benefit from intentional branding, regardless of size:
– Retail – Technology – Construction – Food & Beverage – Transportation – Etc.
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PART ONE: YOUR BRAND STRATEGY
Behavioral Health is nearly untouched in terms of considered branding and digital strategies.
This equates to a huge competitive advantage for those willing to make the investment.
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PART ONE: YOUR BRAND STRATEGY
“The best and most successful brands are completely coherent. Every aspect
of what they do and what they are reinforces everything else.”
WALLY OLINS, BRAND-THINKING PIONEER
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PART ONE: YOUR BRAND STRATEGY
What is a brand?
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PART ONE: YOUR BRAND STRATEGY
A brand is the relationship between people and your company, product, or service.It’s the personality, the promise, and the purpose of your organization and its offerings.Branding is visceral, instinctual,and often very subtle.
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PART ONE: YOUR BRAND STRATEGY
Your brand exists no matter what.You can choose to deliberately shape your brand, or let it shape itself and hope that it turns out beneficial for you.
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PART ONE: YOUR BRAND STRATEGYPART 2
What makes a brand?
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PART ONE: YOUR BRAND STRATEGY
A brand’s value is expressed through both tangible (visual), and intangible (emotional) components. When considering both of these aspects, we create a holistic brand experience for those interacting with our business.
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15
Visual EmotionalBrandExperience
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PART ONE: YOUR BRAND STRATEGY
Tangible Brand Components:
– Name – Logo – Color – Typography – Imagery
– Collateral – Voice – Content
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PART ONE: YOUR BRAND STRATEGY
Tangible Brand Platforms:
– Marketing Materials – Facilities – Advertisements – Website – Apps
– Social Media – Packaging – Hardware
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PART ONE: YOUR BRAND STRATEGY
The tangible aspects create a cohesive visual experience for those interacting with your company and products.This will be many people’s first impression of your company, playing an important role in whether someone decides to invest in learning more, or interact with you at all.
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PART ONE: YOUR BRAND STRATEGY
Intangible Brand Components:
– Company Values – Company Ethics – Customer Service – Social Responsibility – Product Value
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PART ONE: YOUR BRAND STRATEGY
Intangible Brand Platforms:
– Customer Interaction – Community Impact – Company Culture – Product Price – Personality
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PART ONE: YOUR BRAND STRATEGY
The intangible pieces create more emotional or visceral experiences. When both the tangible and intangible are considered, we cultivate an intentional and coherent experience for consumers, building greater trust and intimacy.
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PART ONE: YOUR BRAND STRATEGY
This creates what we call Brand Equity.Brand Equity is your company’s value, determined by consumer perception of and experiences with the brand. It is grown through consistent and intentional decisionsinformed by your brand.This is very important.
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PART ONE: YOUR BRAND STRATEGY
Building your brand.
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PART ONE: YOUR BRAND STRATEGY
Understanding your brand values is the first step in crafting a functional brand for your business. These values act as north star for your organization; each decision made should be weighed against these ideals.
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PART ONE: YOUR BRAND STRATEGY
From here, the visual brand identity is the ideal platform to make the maximum impact with a minimal investment.Alignment between your company’s values and their visual brand identity builds and inherent sense of trust and reliability. You know who you are, which is instilled in each aspect of your visual identity.
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PART ONE: YOUR BRAND STRATEGY
With brand values and a visual system to match, you have created a steadfast set of tools to scale your business offerings. From here, we can create a website, build marketing campaigns, or launch any other brand platform with confidence, knowing they align with your values and ultimately are building trust with your customers.
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PART ONE: YOUR BRAND STRATEGY
Chobani’s Updated Brand Values & Identity:
– Approachable – Crafted – Natural – Friendly – Fun-Loving
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PART ONE: YOUR BRAND STRATEGY
Branding is the secret sauce; it can makean almost magical experience for your customers when used correctly.However, it can wreak havoc on your organization if misused or ignored. Make your brand work for you.
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PART ONE: YOUR BRAND STRATEGY
The Digital State of Mind
Part Two Dogukan Ozgen
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PART TWO: THE DIGITAL STATE OF MIND
Hello, I’m Dogukan. I do business development for C4 Recovery Solutions. Previously, I worked in education, focusing on business development, marketing, and digital growth. I have been responsible for building training programs from start-up to operational oversight for more than 50,000 participants per year throughout Europe and the Middle East.
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PART TWO: THE DIGITAL STATE OF MIND
“Print journalism has maybe another 10 years.”
MARK THOMPSON, CEO NEW YORK TIMES
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PART TWO: THE DIGITAL STATE OF MIND
Meet the new Oprahs, Larry Kings, and Dr. Phils;The New Influencers.
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PART TWO: THE DIGITAL STATE OF MIND
The Digital Takeover
– Measurable return on your investment (unlike traditional media)
– Better targeting: Demographics and Psychographics (look-a-likes, interests, etc.)
– No need to be “the Brand” anymore: Underpriced entry
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PART TWO: THE DIGITAL STATE OF MIND
Fit for Behavioral Healthcare
– Your client is not visible
– You have multiple target audiences: families, clients, professionals and community as a whole
– Trust is your currency and attention* is your gold
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PART TWO: THE DIGITAL STATE OF MIND
What is a brand?
*Attention
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PART TWO: THE DIGITAL STATE OF MIND
What is a brand?
Why Now Digital?
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PART TWO: THE DIGITAL STATE OF MIND
What is a brand?
Why Now Digital?
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PART TWO: THE DIGITAL STATE OF MIND
What is a brand?
Where will you find these people?
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PART TWO: THE DIGITAL STATE OF MIND
What is a brand?
Social Media is the new CNN, ESPN, Fox News, etc.
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PART TWO: THE DIGITAL STATE OF MIND
What about HIPAA?What about it?
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PART TWO: THE DIGITAL STATE OF MIND
Be a Social Media Expert in one slide:
– Understand and engage: care about your people
– Be native to each platform
– Have your voice
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PART TWO: THE DIGITAL STATE OF MIND
SEO still matters:
– SEO (still) matters but how
– There is no SEO for your website
– Ask the right questions and get the right reports: KPI’s
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PART TWO: THE DIGITAL STATE OF MIND
Please don’t be the
of Behavioral Health
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PART TWO: THE DIGITAL STATE OF MIND
Your ultimate advantage and pillar is content:
– Newsletter : Your holy grail
– Social Video: Documentaries and captions
– Webinars, blog, and educational tools
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PART TWO: THE DIGITAL STATE OF MIND
Facebook (and Twitter):
– Mr. Zuckerberg and his behemoth
– All content types in one place
– Use targeting and deep data
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PART TWO: THE DIGITAL STATE OF MIND
One social mediapost away:
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PART TWO: THE DIGITAL STATE OF MIND
One social mediapost away:
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PART TWO: THE DIGITAL STATE OF MIND
Please don’t be the
of Behavioral Health
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PART TWO: THE DIGITAL STATE OF MIND
Content Creation: PodcastingIt’s 1849 again!Grab your land.
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PART TWO: THE DIGITAL STATE OF MIND
Content Creation: Instagram
– Stories & Shares
– Hashtags
– Who is your Dr. Phil ? (Part 1)
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PART TWO: THE DIGITAL STATE OF MIND
Content Creation: YouTube
– Youtube 101
– Who is your Dr. Phil ? (Part 2)
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PART TWO: THE DIGITAL STATE OF MIND
Content Creation: Writing
– How to use LinkedIn effectively
– Medium: New blog experience
– Quora: Ask and answer questions
– Amazon: Kindle ebooks
– Media outlets: The Fix, The Mighty
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PART TWO: THE DIGITAL STATE OF MIND
Snapchat, Musical.ly, Vero
– Why care about new startups (even if they fail later)
– How to SNAP, MUSE and VERO
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PART TWO: THE DIGITAL STATE OF MIND
Next Steps
– Goal no.1: Build (improve) a brand on trust and care
– Goal no. 2: Build your email list on value and attention
– Start experimenting, giving yourself time to learn
– Understand your needs and find the right specialists
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PART ONE: YOUR BRAND STRATEGY
Questions, Answers & Discussion
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BUILDING AND GROWING A TREATMENT BRAND ONLINE
Alexander Diner [email protected]
Dogukan OzgenC4 [email protected] [email protected]
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