OCTAVIA GILMORE PRESENTS

Marketing and Branding in the Social Media Age

Grow your business online

Octavia J Gilmore is the Founder and Chief Creative Officer of Creative Juice,

an award-winning creative agency. Gilmore was first introduced to graphic

design at the young age of 14 and it has been her passion ever since. She

attended the Savannah College of Art and Design where she obtained her BFA

in graphic design. Freelancing throughout college, Gilmore built up her client

base, and took the leap of faith shortly after graduating, and launched Creative

Juice. Starting out as a one-woman shop, Creative Juice quickly grew, and

Gilmore now manages a small team of creatives. Using their unique

perspective, the female, millennial, minority-led agency creates fun, bold,

forward-thinking design solutions for their clients.

CONTACT

creativejuice.design

octavia@itsceativejuice.com

What We'll DiscussTOPIC OUTLINE

The differences between Branding and Marketing

How to effectively market your business on Social Media

How to decide what to share

How to automate like a pro

How to increase your firm’s visibility and increase traffic to

your business

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

Before we beginWHAT DO THE NUMBERS SAY?

Social media is an excellent starting point for most businesses to

reach their target audience. These channels allow consumers to

share their opinions about brands and interact with them.

80% of consumers are more likely to evaluate

solutions from the brands they follow on a

social network.

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

What is the difference between marketing and branding?

IN A NUTSHELL, BRANDING IS WHO YOU ARE—AND

MARKETING IS HOW YOU BUILD AWARENESS.

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

These questions are an excellent place to begin:

What are your core principles and values?

What is your mission statement?

What inspired you to build your business?

Why do you want to offer your products or services to your target

audience?

What makes you unique?

What is your internal company culture?

What is your professional sense of style?

What are your communication characteristics?

What do you want to come to mind when someone hears your

business name?

How do you want people to feel when they think of your business?

How do you want customers to describe you as a company?

BrandGuidelines‘18

Good Business People | Brand Guidelines

2

The logo is a vital part of our identity, which identifies us and represents our values.

Our preferred logo should be in full color against a white or very light background. The reverse full-color logo is for use on dark backgrounds.

There are times when it is not possible to use full-color logos. Should the application of the logo not allow the use of full-color logo, black and white versions are available.

LOGOTYPE

Full Color

Black

Reversed Full Color

White

Good Business People | Brand Guidelines

3

Our logo is composed with a smiling face, which reflects the people that we care and work for.

Our brand uses the Smile on different marketing materials. The element is a great image support, without being overwhelming. See examples.

NOTE:The smile element will never replace the logotype.

Do not make a pattern out of the smile element.

THE SMILE

The smile is a nice touch to imagery that can enhance the importance of people’s skills and lives in any types of marketing materials.

For business/collateral materials, the smile should be used as long

as the logo is used on one sideIn this case logo is on the other

side of the business card

Good Business People | Brand Guidelines

4

PRIMARY COLORS This color palette are the preferred colors for most of the internal and external pieces.

SECONDARY COLORSThis palette allows any designer to add versatility to different digital and print pieces. The secondary colors are great for accents, icons, or any other graphical elements when needed. Keep in mind that this palette cannot be used as a main colors in branded pieces.

COLOR

Compassionate SkyC=75 M=10 Y=21 K=0

R=1 G=172 B=192#01ACC3

Pantone: 440C

Elegant PurpleC=84 M=84 Y=20 K=6

R=74 G=69 B=129#4A4581

Pantone: 7672C

Classy BlackC=0 M=0 Y=0 K=96

R=34 G=34 B=35#222223

Pantone: 3125C

Cool SilverC=40 M=30 Y=14 K=0R=156 G=165 B=189

#9CA5BDPantone: 7543C

Cream GoldC=4 M=22 Y=82 K=0R=244 G=197 B=75

#F4C54BPantone: 142C

Good Business People | Brand Guidelines

6

(1,2) PROPORTIONS & ORIENTATIONDo not alter proportions as it destroys the perception of stability. Spacing and proportions of the letters should always be consistent.

(3,4) EFFECTS & STROKESDo not add any effects to the logo, drop shadows, glows, embossing, etc. Applying strokes is not allowed.

(5, 6) COLORS & GRADIENTSDo not alter the color of the logo or apply any gradients.

(7, 8) BACKGROUNDSDo not place the primary logo over unapproved backgrounds or unspecified patterns. Use the alternate versions.

(9) TYPOGRAPHYDo not modify the font in the logo. Do not use the logo or part of if as text.

NO-NO’S

1

4

7

2

5

8

3

6

9

Good Business People | Brand Guidelines

8

WE SOUND LIKE THIS...Our brand is more than just the way we look visually. The logo, colors and other supporting visuals are great for brand consistency, but we also represent Good Business People with what we say and how we say it.

Remember: Knowing the brand’s voice will help to distinguish ourselves from every other brand out there, through different print and digital channels.

When creating content for a presentation or brochure keep in mind our 4 components: the persona, the tone and the language, as well as our big promise.

CHARACTER | PERSONA |

TONE OF VOICE LANGUAGE

Credible

Forward-looking

Personable

Authentic

Values-based

χ To prepare businesses for the future with a scalable operating model

χ To profitably grow businesses using the GBP ACE talent strategy approach

χ To expand our clients’ collective business acumen for sustainable growth

Professional

Cultivated

Knowledgeable

Passionate

Insightful

Straightforward

Experienced

Positive

OUR BIG PROMISE

Good Business People | Brand Guidelines

10

HEADLINES ALL CAPSSUBHEADINGS: SMALLER FONT AND BRIGHT COLOR

Body copy can be in Classy Black at 90%.

Lorem ipsum dolor

sit amet, consectetur

adipiscing elit. Aliquam

sollicitudin sit amet ligula

imperdiet iaculis. Donec

tincidunt enim risus, sed hendrerit felis

accumsan et. Duis venenatis placerat.

Some fine copy here using Roboto Condensed aliquam sollicitudin sit amet ligula imperdiet iaculiS.

“YOU ALL ARE GREAT

PEOPLE”

The typefaces for the brand are Montserrat, Zilla Slab and Roboto Condensed, and their different weights.

When possible, treat the body copy at 90% Classy Black when against a white background.

MONTSERRATShould be used for headlines, and it could be all-caps. Subheadings can be all caps, but smaller, and can incorporate color, making it more approachable.

ZILLA SLABShould be used for body copy, and it should never be used in all-caps.

ROBOTO CONDENSEDShould be treated in all caps for callouts, and lower case for fine type.

WEB & PRINT

MontserratABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz0123456789!@#$%^&*()

Zilla SlabABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklnopqrstuvwxyz

0123456789!@#$%^&*()

Roboto CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz0123456789!@#$%^&*()

Good Business People | Brand Guidelines

12

The icons are small graphics that are great for multiple uses such as infographics and conceptual ideas.

They follow a line style with a little bit of detail. They can be used against a colored background as long as the visibility and readability is not affected.

NOTESBlack Reversed icons: against bright backgrounds such as Compassionate Sky, Cool Silver, and Cream Gold.

Blue Reversed icons: only against dark backgrounds suck as Classy Black or Elegant Purple.

EXTRA ICONS NEEDEDAlways follow our icon style, and never be filled with any color.

3pt - Round corners and ends

2x2in Artboard

ICONS

Icon - Black

Icon - Black Reversed Icon - Blue Reversed Icon - White

Icon - Blue

Good Business People | Brand Guidelines

13

The type of imagery we use should showcase real life and effortless situations, avoiding staged imagery to achieve a more natural look. This allows viewers and readers to more easily relate to our message.

The subject of a photo can be centered or off-site, this allows more dynamism and creativity especially when designing compositions that require placing text on imagery. Keep a balance and do not overload with text.

Use depths of field to highlight or emphasize the subject; the subject may be in the foreground or background. This makes the images more natural.

Grayscale images can be used, but maintain balance between the images, white space and accent colors.

IMAGERY

Good Business People | Brand Guidelines

15

SIZINGTrim size: 3.5 in x 2 in

Margin: 0.325 in | Bleed: 0.125 in

Corner radius: 1/4”

CMYK colors

No glossy paper

UV Spot on logo is acceptable when used on front-side only.

RESTRICTIONSAvoid increasing or decreasing the font size dramatically. Font size can only be modified if there is no space left.

Do NOT change the typeface and its weights. Always use the approved fonts for the brand.

Do NOT alter the design, logo or color in the business cards. This helps keep all materials consistent.

B. CARDS

1/4” Rounded corner

Montserrat Medium - 13Zilla Slab Medium - 8

Zilla Slab Light - 8

Montserrat Regular - 7

Good Business People | Brand Guidelines

16

Email signatures quickly communicate our brand and reinforce what we represent in our electronic correspondence.

The signature is an easy way for the reader to obtain our contact info, as well as to quickly access our website.

RESTRICTIONSIf brand fonts are not available, use the closest one (in your email platform) to the sample presented.

Do NOT alter the design, logo or color in email signature. This retains brand consistency across the entire team.

Do NOT add information beyond the approved format presented in these guidelines. Doing so will make emails longer, affecting readability.

E. SIGNATURE

San Serif (Verdana Bold)Montserrat Bold

Zilla Slab MediumSerif or Slab

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

Marketing is vast and wide.

SEO

CONTENT MARKETING

SOCIAL MEDIA MARKETING

PAY PER CLICK MARKETING

MOBILE MARKETING

TELEVISION

RADIO

PRINT CAMPAIGNS

WHICH DO YOU THINK COMES FIRST

—MARKETING OR BRANDING? WHY?

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to Effectively Market Your Business on Social Media

LETS DISCUSS THE DIFFERENT PLATFORMS

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

1. CREATE PAGES ON THE RIGHT PLATFORMS

WHICH PLATFORMS WOULD YOU USE

FOR YOUR BUSINESS? WHY?

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

2. DEFINE YOUR MARKETING GOALS

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

3. POST CONTENT ON A DAILY BASIS

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT PERCENT OF

CONSUMERS SAY THAT

WHEN A COMPANY IS

RESPONSIVE ON SOCIAL

MEDIA, IT WILL PROMPT

THEM TO MAKE A PURCHASE.

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

4. GIVE CONSUMERS A REASON TO FOLLOW YOU

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to decide what to share

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

Every platform has its own audience.

FACEBOOK: VIDEOS AND CURATED CONTENT

INSTAGRAM: HIGH-RES PHOTOS, QUOTES, STORIES

TWITTER: NEWS, BLOG POSTS, AND GIFS

LINKEDIN: JOBS, COMPANY NEWS, AND

PROFESSIONAL CONTENT

PINTEREST: INFOGRAPHICS AND STEP-BY-STEP

PHOTO GUIDES

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON FACEBOOK

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON FACEBOOK

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON INSTAGRAM

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

HERE ARE A FEW EXAMPLES:

STORYTELLING

SHARE HOW-TO TUTORIALS

PROMOTE A BLOG POST

SHARE A LIST

ANNOUNCE LIMITED TIME OFFERS AND PROMOTIONS

OFFER GIVEAWAYS AND DISCOUNT COUPONS

SHARE DATA, RESEARCH, AND STATISTICS

SHARE QUOTES AND INSPIRATION

INTRODUCE AN INSTAGRAM TAKEOVER GUEST

SHARE ANNOUNCEMENTS, NEWS, AND UPDATES

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

If you are unable to get such photos with quotes, you can also create graphics with quotes using free design tools like Canva and Adobe Spark.

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON TWITTER

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON LINKEDIN

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON YOUTUBE

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON YOUTUBE

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to automate like a pro

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

CREATE A CONTENT CALENDAR

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

USE THE RIGHT TOOLS

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to increase visibility and drive traffic to your channels

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

FORM RELATIONSHIPS WITH

SOCIAL INFLUENCERS

(YOUTUBE, FACEBOOK, INSTAGRAM, SNAPCHAT)

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

IMPLEMENT A

HASHTAG

STRATEGY

(INSTAGRAM)

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

HOW MANY HASHTAGS DO

YOU THINK YOU SHOULD

INCLUDE IN EACH POST?

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

POST INTERESTING ARTICLES THAT YOUV'E WRITTEN

(LINKEDIN, FACEBOOK)

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

POST HOW-TO VIDEOS WITH SEO-FRIENDLY

TITLES (YOUTUBE, FACEBOOK, INSTAGRAM)

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

FEATURE CUSTOMERS & GET THEM TO

TAG YOU (FACEBOOK, INSTAGRAM)

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

QUESTIONS?