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Branding & Social Media

February 4, 2020

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• Why Is Your Brand Important?

• What Is a Brand and What Are Its Elements?

• Strengthening Your Brand

• Scratching the Surface on Social Media

– Creating Your Post

– Testing, Assessing, Adjusting

– Top Tips

What We’ll Cover

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Why Is Your Brand Important?

Show audiences

what makes you

unique

Tell your story Create an emotional

connection

Convey direction &

purposeUnite an audience Maintain mission

focusAttract staff/talent

Inform strategy Attract Funders Increase sales/drive

revenue

YOUR BRAND CAN:

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What Is a Brand?

“A brand is a living entity, and it

is enriched or undermined

cumulatively over time, the

product of a thousand small

gestures.”

- Michael Eisner, Disney CEO

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What Is a Brand?

of consumers

say that shared values

create a trusted

relationship with a brand

64%

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What Is a Brand - Question: Consumer Crush

As a consumer or customer,

what mainstream company

in your industry do you

admire? Why?

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What Is a Brand?

“A brand is the set of expectations,

memories, stories and relationships

that, taken together, account for a

consumer’s decision to choose one

product or service over another.” - Seth Godin

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What Is a Brand?: Brand Foundation

WHO

YOU ARE

WHAT

YOU SAY

& WHERE

HOW

YOU

LOOK

HOW

YOU

SOUND

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What Is a Brand?: Brand Elements

WHO YOU ARE

•Mission

•Vision

•Values

•Value Proposition

HOW YOU LOOK

• Logo

• Font

• Brand Colors

• Photos/Icons

• Packaging

HOW YOU SOUND

• Voice

• Tone

WHAT YOU SAY & WHERE

• Messaging

• Channels; social media, website, events

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Brand Personality: Activity

Using your peer website

feedback, choose 2-3 adjectives

your peers used, and 1-2 that

you would have liked, that

describe your social enterprises’

brand personality.

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Active

Adventurous

Ambitious

Artistic

Athletic

Bold

Calm

Caring

Casual

Cheerful

Chic

Classic

Collaborative

Comfortable

Confident

Convenient

Courageous

Creative

Custom

Daring

Detailed

Determined

Direct

Dynamic

Eager

Earthy

Efficient

Elegant

Enchanting

Endearing

Energetic

Exciting

Familiar

Formal

Fresh

Friendly

Functional

Futuristic

Generous

Gentle

Graceful

Hip

Impactful

Informal

Innovative

Inspiring

Inviting

Joyous

Lively

Mature

Modern

Organic

Playful

Powerful

Professional

Proud

Reflective

Relaxing

Reliable

Revolutionary

Rustic

Sensitive

Serious

Sincere

Sleek

Smart

Sophisticated

Strong

Sustainable

Trustworthy

Unconventional

Youthful

Brand Personality: Activity

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Brand Personality: Group Chat

Are you conveying these adjectives

with how you look, sound, act?

Would your staff, employees, and

customers use similar adjectives?

How do you know?

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Strengthening Your Brand

Consistency

is Key

Messaging

Matters

Tailored

Targeting

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Strengthening Your Brand: Consistency is Key

23%

Consistent brand

presentation

across all platforms

and collateral

increases revenue

by up to

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Strengthening Your Brand: Consistency is Key

Inconsistent Branding

Consistent Branding

Homework: Put it to the Test

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Strengthening Your Brand: Messaging Matters

Clear & Simple Concrete Consistent

Compelling Emotional

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Strengthening Your Brand: Messaging Matters

Consistent

Clear & Simple

• Do you avoid jargon and use familiar language?

• Are you focused? i.e. not trying to convey too many points in one message

Concrete

• Does your messaging use specific language and details?

• Paint a mental picture by using sensory adjectives (taste, smell, hear, touch, sight)

Consistent

• Do you use your most important messages repeatedly?

• You will be tired of hearing them long before they sink in with your audience.

Compelling

• Is messaging relevant to your target audience(s)

• Does it move your audience to action or motivate

Emotional

• Are you tapping into feelings?

• Are you incorporating stories with real people?

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Strengthening Your Brand: Tailored Targeting

Using the handout provided,

choose one of your key

audiences and complete the

questionnaire.

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Strengthening Your Brand: Tying it Together

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Strengthening Your Brand: Reflect & Discuss

Using information from the peer site audit:

▪ Where are there opportunities to strengthen your brand?

➢ How are you being consistent and where can you

improve?

➢ Where is your messaging strong? What practices do you

hope to put in place?

➢ Are you reaching and/or targeting the right audience(s)?

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Scratching the Surface of Social Media

How are you showing up?

Do the selected words carry

over to how you act, sound,

and look?

Only 22% of US adults. Skews

younger.

69% of US adults. Pretty evenly

split across genders, ages, and

location.

25-49 year old professionals,

majority of college educated

adults and skews toward higher-

income adults.

The 18–24 year old age group is

the largest of the demographics.

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Social Media: Creating Your Post

Product or Service Photos Facts – Direct or Related

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Social Media: Creating Your Post

Repurpose

ShareBehind the scenes

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Social Media: Test, Assess, Adjust

How are you showing up?

Do the selected words carry

over to how you act, sound,

and look?

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Social Media: Creating Your Post – Top Tips

How are you showing up?

Do the selected words carry

over to how you act, sound,

and look?

• Consistency!

• Keep it on brand

• Short & sweet

• Show, don’t tell

• #Hashtag it (#socent)

• Engage

• Test, assess, and adjust

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That’s a Wrap: Put It Into Practice

How do you hope to apply what

you learned today?

What did we present that you’d

like more information on?