Social Media for Business 101

David Shipley

Saturday, 6 April, 13

What do I mean by 'Brand'

A brand is the sum of all perceptions that customers / clients / consumers have about you, your organization or your products.

It is the combination of your brand identity efforts (visual identity, slogans, campaigns) and the experiences human have when engaged with you, your firm or your product / service.

Saturday, 6 April, 13

The Conventional Definition of Brand

• A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

American Marketing Association Dictionary. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project.

Saturday, 6 April, 13

An overview of Branding

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Saturday, 6 April, 13

What can be Branded?

• Products

• Services

• Places

• Experiences

• People

• Organizations

• Events

Saturday, 6 April, 13

Examples of great brands

Saturday, 6 April, 13

Brand personalities

• Sincerity (Domestic, honest, genuine, cheerful)

• Excitement (Daring, spirited, imaginative, up-to-date)

• Competence (Reliable, responsible, dependable, efficient)

• Sophistication (Glamorous, pretentious, charming, romantic)

• Ruggedness (Tough, strong, outdoorsy, rugged)

Saturday, 6 April, 13

Why care about branding?

• Can be an asset to our organization - Brand equity

• Can help you, your firm or your product stand out

• Aids with all marketing activities by providing consistency in messages (tone, look and feel)

Saturday, 6 April, 13

The key to great brands....

They create emotional connections.

Saturday, 6 April, 13

Brand - Then

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Saturday, 6 April, 13

Brand - now

• Great brands combine

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Successful brands use social media to create connections

• How does a burger joint stand out in a crowded market?

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Discussion

What brands stand out for you on Social Media?

Saturday, 6 April, 13