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
2. What is branding?
3. Branding is a disciplined process used to build awareness and extend customer loyalty.
4. Branding is a way for you to connect with people
5. Why brand?
6. Image and perception help drive value; without an image there is no perception. Scott M. Davis
7. Who are you? Who needs to know? How will they find out? Why should they care?
8. BRANDS
9. BRANDS
10. Brand is not what you say it is. It’s what they say it is. Marty Neumeier
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
12. BRAND PROCESS 1. Research 2. Creating an Action Plan 3. Designing Logos/Graphics 4. Choosing Methods of Communication 5. Managing a Consistent Message
13. RESEARCH • Evaluate yourself! • Ask your family, friends, co-workers, clients • Competitor research • Find other brands that are messaging successfully
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
15. ACTION PLAN • Create a 5-second, 30-second & 60-second elevator pitches • Include in your pitch: • What you do • Context and Value • Evidence
16. DESIGNING LOGO/GRAPHICS • Choose your fonts, colors thoughtfully • Hire a professional graphic designer
17. DESIGNING LOGO/GRAPHICS
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!
19. Follower count is irrelevant
20. Engagement matters
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
22. MESSAGING • Be consistent on all channels • Tell your story • Repurpose your content • Provide value • 90/10 rule: 90% business-related, 10% personal
23. Yes, this is hard work
24. But you will reap the rewards
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