personal and corporate branding with social media

USING SOCIAL MEDIA TO BUILD YOUR BRAND

Trisha Torrey, Every Patient’s Advocate

Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate

http://www.linkedin.com/in/trishatorrey

http://facebook.com/everypatientsadvocate

http://twitter.com/trishatorrey

WHO’S TRISHA ?

• 8 years as a school teacher

• Changed careers – marketing for 20+ years

• First email address in 1989

• Built OCC’s first web site

• Helped build EMA’s interactive dept

• IntegriMark 2001-2006

• And then….


THE TURNING POINT

• diagnosis of terminal lymphoma

Yes – it really

rocked my world!


THE TURNING POINT

• diagnosis of terminal lymphoma


Everything happens fora reason…

THE TURNING POINT

• Built a website to help others:


.org

Don’t get mad,

get even!

TODAY – 4 BRANDS!

All 4 have grown

exponentially due to Social

Media !Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every

Patient’s Advocate

WHAT WE’LL COVER

• Environmental scan of the Web

• What’s a brand?

• Using a brand

• Personal vs Corporate

• Are you creating a new brand?

• Moving your brand to the web

• Where social media branding fits in

• Your best branding / social media approach

• Best practices

• My best piece of advice about your brand and social media


THE WEB – SO WHAT’S GOIN’ ON?

• Concept of Web 2.0

• Free for all!

• Soon: Web 3.0

• Need to buildyour brand today!


OK – SO WHAT’S A BRAND ANYWAY?

• It’s the way your target market recognizes YOU.

• Graphics: set of colors, shapes, logo

• Messages: your values, your promises

• Some brands may include taste, smell, feel


Just do it!

Fair and balanced.Betcha can’t eat just

one.

http://www.google.com/imgres?imgurl=http://www.flycooltw.com/flycool/images/nike_logo.gif&imgrefurl=http://www.flycooltw.com/flycool/eng/applylist.asp&h=1106&w=1768&sz=68&tbnid=os-_yNQ8q9Nj6M:&tbnh=94&tbnw=150&prev=/images?q=nike+logo&usg=__TrUOsl8SrOBk-X2MDar3Z7HYJjw=&ei=JpD9S6j6N8WclgfVqMnOBw&sa=X&oi=image_result&resnum=4&ct=image&ved=0CCIQ9QEwAw


OK – SO WHAT’S A BRAND ANYWAY?

• Your brand creates recognition

• Your brand represents your promises

• Your brand creates a set of expectations


Just do it!

Fair and balanced.Betcha can’t eat just

one.



USING A BRAND

• Everything that represents your company, you, your work, like:

– Marketing materials

– Signage

– Clothing

– Words, actions and deeds

– And, of course – the Web!


The Goal:

When anyone sees your graphic brand representation (logo) or hears your slogan (positioning statement) or discusses your brand promises – they think of you!



CONFUSION?





And don’t forget:

TheRed

Jacket!



WHEN SOMEONE ELSE OWNS THE BRAND




AN IMPORTANT CONSIDERATION

• Keep your personal brand separatefrom your corporate brand.




AN IMPORTANT CONSIDERATION

• Keep your personal brand separatefrom your corporate brand:

– Yes, even if you own your company

– Particularly if you work for someone else

– You want to establish yourself as the expert




CREATING A NEW BRAND SOON?

• Listen first – then brand

• Make it authentic – make it YOU

• Be sure the URL is available

• Graphics: simple, unique, pleasing, clear

• Messages: customer-focused, sync with your goals, appeal to peace of mind, reflect your USP

• Slogan? Something that reflects promises, memorable




YOUR BRAND ~ ON THE WEB

• A website (web brochure?)

• Email with your URL (title after your name)

• Your email signature (letterhead)


Marketing with most impact? Word of Mouth

• Social Media: the web version of WOM

WHICH ONES?

• Choose options that will be found by your target audiences





MORE THAN ONE BRAND?






STILL NOT SURE?

• Scope out your competition





YOUR APPROACH

• Choose a good ID

• You’ll need a representation for your graphic brand and your messages

• OWN your keywords

– Difference between TEXT and GRAPHICS


YOUR APPROACH

• Be consistent

• Promote regularly

• Make sure all marketing (including SoMe) feeds all others:

– Mention your website in your blog

– Link to blog posts from Twitter

– Show photos on Facebook, drive to Flickr


BEST PRACTICES

• Don’t mix your messages – be consistent

• Don’t go off topic

• Keep your brand promises (look at BP!)

• Don’t bite off more than you can chew

• Monitor your own presence – google your brand

• Monitor your competition

– “coopetition”

• Don’t be afraid to say you don’t know the answer


… and… the best piece of advice I

can give you about social media…





IT’S CALLED SOCIAL MEDIA !

• Look for all opps to engage others

• Ask as many questions as you post links (people love to be asked)

• Consider that everyone else is there to be an expert to help you

• It’s a conversation – not aone way street




ADDITIONAL RESOURCES:

www.EveryPatientsAdvocate.com/BizBuzz


@TrishaTorrey

LinkedIn.com/in/TrishaTorrey

Facebook.com/TrishaTorrey and Facebook.com/EveryPatientsAdvocate

www.TrishaTorrey.com



personal and corporate branding with social media

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