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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
Kami HuyseFounder
zoeticamedia.com
@kamichat713-568-5750
Links: http://ow.ly/yr2xE
