Branding 101: Building a Brand that Lasts

Kami Watson Huyse, APR, @kamichat

Photo Source: http://ow.ly/yuVyD

Branding 101: Building a Brand that Lasts

Personal vs. Company

Company vs. Personal

Personal and Company

Former Logo Current Logo

It’s More Than Just a Logo and a Name

SWOT Analysis

INTERNALS - StrengthW - Weaknesses

EXTERNALO - OpportunitiesT - Threats

The Who and What

Who is your COMMUNITY?

How do you SOLVE it?

What is their HEADACHE?

Who is your COMMUNITY?Companies and Nonprofits who want to make an impact in the world with their products and ideas. We tend to work directly with communication and marketing managers.

What is their HEADACHE?Impact-focused marketing and PR requires vibrant digital footprint and strong real-world connections. It transcends mere messaging. They need a connected, intuitive and dedicated partner to help their organization navigate digital PR and show its results to management. Our clients need a true partner who understands their business, cause or organization and know how to get results.

How do you SOLVE it?Zoetica helps companies and organizations find and tell their unique stories, connect with the right online and offline communities, and make a positive impact in the world. We do this with our proven and measureable strategic process.

Your Stories. Our Strategy. Bringing Communication to Life.

Focused Statement• Hello, my name is…• I help (target audience)• Be/do/have (Expertise)• So that (results)

Kami Huyse

Hello, my name is Kami Huyse, CEO of Zoetica Media. I help public relations and marketing managers learn communication strategies and tactics so that they can authentically connect with supporters and realize record results for their companies and clients.

Exercise: 4 P’s Worksheet

• Product• Price • Position• Promotion

The Who

Personas

Bad News Branding

Communicate Quickly

Solve the Problem

Reap the Rewards

Chad Carey, Owner of The Monterey and Barbaro

Authentic vs. Transparent

Photo credit; by Yuliya Libkina http://www.flickr.com/photos/juliannehide/2625320320/

• Listen • Provide an Experience• Resonate

The Brand Promise

Is it Visual?

Is It Verbal?

Does it Resonate?

Or Is It Off?

A Few BenefitsSold out breakfast service (+/- 100)

Hyper-connected clienteleExpanded catering serviceSocial mentions and SEO

The Niche• Don’t be everything

to everyone• Big Fish in a Small

pond• Thought leadership

The Expert

Problem: Too few people signing up for clinical trials

Objective: Build reputationAnd clinical trial base

Results: Quadrupled clinical trial patients

Anas Younes, MD: LymphomaMD Anderson

The Pivot

Communication Channels• Email• POS (Point of Sale)• Advertising• Digital and Social Media• Content Strategy (Blogs)• Community• Direct Mail

Social Proof

Consideration

Conversion

Loyalty

Awareness

Communication ShiftsCustomer Decision Journey

TOOLS

Webmaster Tools

Google My Business

BrandYourself.com

Logo Design

Questions?

kami@zoeticamedia.com @kamichat

Kami HuyseFounder

zoeticamedia.com

@kamichat713-568-5750

kami@zoeticamedia.com

Links: http://ow.ly/yr2xE