IFBC 2014 Build and Manage Your Brand
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Brand building management session at the International Food Blogger Conference 2014, Seattle.
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IFBC 2014 Build and Manage Your Brand
- 1. IFBC HOW TO BUILD & MANAGE YOUR BRAND 1 BRAND MANAGEMENT
- 2. IFBC HOW TO BUILD & MANAGE YOUR BRAND 2 INTRODUCTIONS Angie Schneider Managing Director Barnaby Dorfman, Co-Founder, Foodista & IFBC Host
- 3. IFBC HOW TO BUILD & MANAGE YOUR BRAND AGENDA 3 Brand management CONCEPTS • How to build and manage your brand Brand management EXECUTION • Tech resources • Time management resources • How to align your team
- 4. IFBC HOW TO BUILD & MANAGE YOUR BRAND REAL-TIME BRAND BUILDING EXPERIMENT How many Instagram followers can we add during this session?!
- 5. IFBC HOW TO BUILD & MANAGE YOUR BRAND WHAT IS BRAND MANAGEMENT? 5 When it comes to brand management, reputation is not an isolated factor. The key to reputation management is mindful actions and genuine communications. Act in ways consistent with your brand, heritage, experience and values.
- 6. IFBC HOW TO BUILD & MANAGE YOUR BRAND BUILD YOUR BRAND Define your brand. Who are you and what do you stand for? Build a brand framework • Guiding Principles • Defining Qualities • Priorities Use these as the filter by which you make every choice. 6
- 7. IFBC HOW TO BUILD & MANAGE YOUR BRAND BRAND COMMUNICATIONS PURPOSE Identify your purpose and values Start by looking at your values and attributes to identify opportunities that will support your overall purpose and mission.
- 8. IFBC HOW TO BUILD & MANAGE YOUR BRAND BRAND COMMUNICATIONS PLATFORM A unique point of view • What is your unique point of view? • How does your POV line up against others in the industry? • Where do you fall on important topics/issues?
- 9. IFBC HOW TO BUILD & MANAGE YOUR BRAND BRAND COMMUNICATIONS PROGRAM A scalable program that reaches multiple audiences • What are your programmatic choices? Do you review restaurants, products or recipes? What are your guidelines about working with companies? Do you accept freebies? What are your policies around that? • What would make you change your current programming? Deciding in advance what factors you will and will not consider can make choices easier down the road.
- 10. IFBC HOW TO BUILD & MANAGE YOUR BRAND MANAGE YOUR BRAND Identify ALL the factors that are included in managing your brand: • Content you produce • Advertisers/sponsorship approach • Events you attend, etc. • Your social media engagement strategy 10
- 11. IFBC HOW TO BUILD & MANAGE YOUR BRAND MANAGE YOUR BRAND Define which factors you can control and which factors you cannot control – CAN control: create plans for proactive management, including content calendars, speaking opportunities, partnerships, etc. – CANNOT control: build contingency plans for reactive response, including industry shifts, FCC rulings, technology platform changes, etc. 11
- 12. IFBC HOW TO BUILD & MANAGE YOUR BRAND MANAGE YOUR BRAND 12 Stakeholder/network mapping Industry mapping Connection mapping Who cares about you? Who do you care about? How are you similar/different? What is going on in food? How does it impact you? What is your opinion on it? How do these issues and people relate to your brand identity? Directly? Indirectly?
- 13. IFBC HOW TO BUILD & MANAGE YOUR BRAND A BRAND IS PROMISE…WHAT’S YOURS? 13
- 14. IFBC HOW TO BUILD & MANAGE YOUR BRAND THE VIRAL MYTH: BRAND BUILDING IS ACTUALLY HARD WORK!
- 15. IFBC HOW TO BUILD & MANAGE YOUR BRAND GOALS: BE CLEAR ABOUT WHY YOU BLOG 15 Social • Make friends • Connect with like-minded people Professional • Build Reputation & Authority • Network to promote services Financial • Advertising • Sponsored posts & recipe development
- 16. IFBC HOW TO BUILD & MANAGE YOUR BRAND TARGET AUDIENCE SEGMENTATION Geographic Demographic Behavioral Psychographic • City • State • Region • Country • Urban/Rural • Age • Gender • Occupation • Income Level • Marital Status • Mobile • Web • Photographer • Fellow Blogger • Social Media Activity • Personality • Lifestyle • Politics • Diet
- 17. IFBC HOW TO BUILD & MANAGE YOUR BRAND PERSONALITY If your brand/blog were a person, who would it be? • You? • Your family? • Best Friend? • Personal Trainer? • Life Coach? • Doctor/Dietician? • Mother/Grandmother?
- 18. IFBC HOW TO BUILD & MANAGE YOUR BRAND AUTHORITY & VOICE What are you an expert at? Why should people read you? What is your personal history?
- 19. IFBC HOW TO BUILD & MANAGE YOUR BRAND STYLE & IMAGE Logo and/or Wordmark • Different Sizes and Shapes Key Color Pallet • Black/White & Grayscale Versions Key Fonts and Typographic Style Consistent Style for Images/Photography • Size • Perspective/Focal Point Graphic Elements • Buttons & Navigation • Recipe formatting
- 20. IFBC HOW TO BUILD & MANAGE YOUR BRAND DIFFERENTIATION/ COMPETITIVE ANALYSIS • Be different…in a good way! • Define what makes your brand unique • Leverage the Web to find similar brands/blogs and be specific about ways you are similar/different
- 21. IFBC HOW TO BUILD & MANAGE YOUR BRAND A WORD ABOUT TRADEMARKS • Definition: “A trademark is a word, phrase, symbol or design, or a combination thereof, that identifies and distinguishes the source of the goods of one party from those of others.” • Registrations: http://www.uspto.gov/trademarks/basics/BasicFacts.pdf • Cautions and Protections
- 22. IFBC HOW TO BUILD & MANAGE YOUR BRAND KEEPING THE PROMISE • Communicate frequently • Be consistent • Know you can’t control what happens after you hit the Return key • Do: Case Studies, e.g. Red Bull • Don’t: Case Studies, e.g. NYPD Social Media Fail
- 23. IFBC HOW TO BUILD & MANAGE YOUR BRAND CONTENT MARKETING Editorial calendar (planning vs. winging it) More frequent (short) posts Repackage your own content (round-ups) Round-ups of others' content (link love!) Newsletter (send it out weekly!)
- 24. IFBC HOW TO BUILD & MANAGE YOUR BRAND http://honestslogans.com/
- 25. IFBC HOW TO BUILD & MANAGE YOUR BRAND CASE STUDY: RED BULL
- 26. IFBC HOW TO BUILD & MANAGE YOUR BRAND CASE STUDY: UNCLE BEN’S
- 27. IFBC HOW TO BUILD & MANAGE YOUR BRAND SOCIAL MEDIA FAIL The idea: Use #myNYPD to improve Community Relations
- 28. IFBC HOW TO BUILD & MANAGE YOUR BRAND SOCIAL MEDIA FAIL The Reality of How People Used #myNYPD
- 29. IFBC HOW TO BUILD & MANAGE YOUR BRAND CREATE A FAMILIARITY THROUGH REPETITION Dinosaur Comics - http://www.qwantz.com/index.php
- 30. IFBC HOW TO BUILD & MANAGE YOUR BRAND YOUR BLOG IS THE HUB YOUR BLOG
- 31. IFBC HOW TO BUILD & MANAGE YOUR BRAND AUTOMATE DISTRIBUTION YOUR BLOG
- 32. IFBC HOW TO BUILD & MANAGE YOUR BRAND MEASUREMENT & METRICS “What gets measured gets done” • SEO – Google Analytics/Webmaster Tools – Moz.com – SEMRush.com • Social – SimplyMeasured.com – RivalIQ.com
- 33. IFBC HOW TO BUILD & MANAGE YOUR BRAND BUILDING TOOLS • Social Media • Task Rabbit • oDesk • LogoWorks
- 34. IFBC HOW TO BUILD & MANAGE YOUR BRAND REAL-TIME BRAND BUILDING EXPERIMENT
- 35. IFBC HOW TO BUILD & MANAGE YOUR BRAND TO GET YOU STARTED… Questions to ask yourself to help define your brand Define the character • If my brand was a person, how would I describe it? • What does my brand care about or do for fun? Am I friendly, playful, warm, professional authoritative or inspiring? Identify the Tone • Is the tone personal, honest, humble direct, buttoned up, snarky, street savvy or scientific/clinical? Determine the type of language • Is the language complex, simple, savvy, insider, fun, serious or whimsical? What is the purpose? • How do I want people to feel when they visit my blog? Why should people check it out? • Is my purpose to engage, entertain, educate, delight, inform, sell or amplify? • Is my content reactive or proactive? 35
Notas do Editor
- Join marketing and brand-building experts Angie Schneider from Porter Novelli and Barnaby Dorfman, co-founder of Foodista.com, as they discuss strategies for success, pitfalls to avoid, and tactical tips for bloggers looking to build and maintain their brand. Also, learn how you can manage your brand through inexpensive outsourcing with companies like oDesk. Angie Schneider, an expert in brand building, has worked with executives, philanthropists and billion-dollar companies in creating and maintaining their image. A communications expert with 15+ years of experience, Angie has seen it all: corporate scandal, start-ups trying to differentiate themselves, individuals managing their reputation – and has counseled them through it. As managing director of Seattle PR firm, Porter Novelli, Angie has worked with clients of all shapes and sizes, including HP, Uncle Ben’s Brand rice, T-Mobile, former Yahoo! Executive Jerry Yang, eBay founder Pierre Omidyar and media mogul Ariana Huffington. Whether counseling clients or managing the Porter Novelli brand, Angie focuses on the idea that reputation is not an isolated factor, but at the core of all we do. The key to reputation and personal brand management is mindful actions: acting in ways consistent with your brand, heritage, experience and values. At IFBC 2014, Angie will share how to embrace the principles of brand management and implement them as your online presence grows and changes.
- Too much? The point I’d make verbally is that as much as we love the idea that the media reinforces, that you have a great idea, tweet it to 10 friends and then it grows exponentially like a virus is extremely rare…even when that’s the narrative. Most of the time a lot of hard work goes into every press/social media mention.
- I need to update this and create more action items…what can they actually DO to build Brand. Thought Angie?
- Will build and select a subset