Welcome to Branding Basics

brand stand for?

What does your brand stand for and what message do you want to send?

Who are you targeting?

What is your unique selling proposition?

How are you getting your message out in a way that connects?

brand stand for?

What does your brand stand for and what message do you want to send?

 

 

 

Canadian musician Dave Carroll

Source: https://www.inc.com/heather-wilde/the-mistake-that-cost-united-airlines-14-billion-in-one-day-twice-and-what-you-.html

attribution GreenMax-Machine.com

AP

Who are you targeting?

Who are you targeting?

Demographic

Behavioral

Geographic

Attitudinal

 

 

 

 

 

 

 

ethical1

attribute Able

 

attribute Able

86% of Millenials are looking for responsibly sourced products

Source: https://www.forbes.com/sites/amyschoenberger/2018/12/14/what-exactly-is-fair-trade-and-why-should-we-care/#25d2425d7894

73% of Millenials are willing to spend more for sustainable goods

Source: https://www.inc.com/melanie-curtin/73-percent-of-millennials-are-willing-to-spend-more-money-on-this-1-type-of-product

We care about games

 “you buy it, you own it”

Hand-picking the best in gaming

A selection of great DRM-free games, from modern hits to all-time classics

Respecting game creators

When you’re with us, you can be sure that all games are legitimate, and your purchases support rightful owners and creators.

 

attribute gog.com

brand stand for?

What is your unique selling proposition?

attribute Death Wish Coffee

 

attribute Blendtec

attribute Just Water

brand stand for?

How are you getting your message out in a way that connects?

A picture is worth 1000 words

 “People have always been visual – our brains are wired for images. Writing was a hack, a detour. Pictorial languages are how we all started to communicate – we are coming full circle. We are reverting to what is most natural.”  

Instagram founder Kevin Systrom

 

 Source: LIFEPROOF

 

credit Huffington Post

 

Relevant Trends

Video

  •      

  • Embedding videos in landing pages can increase conversion rates by 80%

                   Source: https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/#7df92d7e6b53 via HubSpot

Customer service

Voice search

Survey of Retail Customers:

 

91% Prefer Brands that Provide Personalized Offers/Recommendations
83% Willing to Passively Share Data in Exchange for Personalized Experiences
74% Willing to Actively Share Data in Exchange for Personalized Experiences
Source: Mary Meeker Internet Trends 2019 via Accenture Global
6 Principles of Persuasion


Reciprocity
Scarcity
Authority
Consistency
Liking
Consensus

Persuasion with Cialdini https://youtu.be/kv0sOX6Alrk

Where to learn more

Branding and Targeting:

Hubspot Inbound Marketing course  https://academy.hubspot.com/courses/inbound-marketing

Social Media Today  https://www.socialmediatoday.com/

American Marketing Association  https://www.ama.org/

 

Quantitative Trend Information:

Pew Research https://www.pewresearch.org/

U.S. Census https://www.census.gov/

Mary Meeker (Internet Trends 2019) https://www.bondcap.com/report/itr19/

 

Measuring Engagement:

Google Analytics  https://analytics.google.com/analytics/web/provision/?authuser=0#/provision

Google Analytics courses  https://analytics.google.com/analytics/academy/