Branding for Everyone

Whether you’re looking for a job (or promotion), a freelancer or a business owner, you need branding. Having a strong brand that focuses on your strengths will have a powerful impact on you or your business. Learn how to develop your brand through self-evaluation, research, choosing the right design elements (color, logo), and messaging via blogging, social media, and video.

Presented at WordCamp Los Angeles 2017 // October 1, 2017

Transcript

1. BRANDING
   FOR EVERYONE
   

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2. What is branding?
   

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3. Branding is a disciplined
   process used to build
   awareness and extend
   customer loyalty.
   

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4. Branding is a way
   for you to connect
   with people
   

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5. Why brand?
   

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6. Image and perception
   help drive value;
   without an image
   there is no perception.
   Scott M. Davis
   

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7. Who are you?
   Who needs to know?
   How will they find out?
   Why should they care?
   

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8. BRANDS
   

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9. BRANDS
   

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10. Brand is not what
    you say it is.
    It’s what they say it is.
    Marty Neumeier
    

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11. YOUR BRAND
    Advertising
    Social Networks
    Word of Mouth
    Products
    Services
    Business Cards
    Mobile
    Emails
    Proposals
    Websites
    Signage
    Logo
    Conferences
    Blogs
    Speeches
    Employees
    Newsletters
    Sales Promotion
    

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12. BRAND PROCESS
    1. Research
    2. Creating an Action Plan
    3. Designing Logos/Graphics
    4. Choosing Methods of Communication
    5. Managing a Consistent Message
    

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13. RESEARCH
    • Evaluate yourself!
    • Ask your family, friends, co-workers, clients
    • Competitor research
    • Find other brands that are messaging successfully
    

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14. ACTION PLAN
    • Position yourself
    • What is your target audience?
    • What do your clients need? Address that!
    • How are you different from the competition?
    • Show evidence
    

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15. ACTION PLAN
    • Create a 5-second, 30-second & 60-second
    elevator pitches
    • Include in your pitch:
    • What you do
    • Context and Value
    • Evidence
    

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16. DESIGNING LOGO/GRAPHICS
    • Choose your fonts, colors thoughtfully
    • Hire a professional graphic designer
    

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17. DESIGNING LOGO/GRAPHICS
    

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18. COMMUNICATION
    • Communicate your authority
    • Choose your social media channels
    • Respect each social media channel
    • Use a social profile photo that brands you well
    • Video: Get in front of the camera!
    

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19. Follower count
    is irrelevant
    

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20. Engagement
    matters
    

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21. COMMUNICATION
    • Get a domain with your name or company name
    • Yes, you should blog, but only if you have
    something to say on a regular basis
    

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22. MESSAGING
    • Be consistent on all channels
    • Tell your story
    • Repurpose your content
    • Provide value
    • 90/10 rule: 90% business-related, 10% personal
    

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23. Yes, this is hard work
    

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24. But you will reap
    the rewards
    

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25. RESOURCES
    Branding Pays: The Five-Step System to Reinvent
    Your Personal Brand

    Karen Kang
    Designing Brand Identity: An Essential Guide 

    for the Whole Branding Team

    Alina Wheeler
    Gary Vaynerchuk

    garyvaynerchuk.com
    

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