Posts Tagged 'intro60 and personal branding'

How to Brand your Brand

By Suzanne Vara

Branding your brand.  A brand is a message based upon a promise and expectations of  the product/service and overall company. The message is developed and distributed via various channels for consumers to receive and react. As consumers encounter, experience the product/service and develop a relationship they begin to influence the brand. Not every relationship will be positive as not believing the message in the initial encounter (think Taco Bell Drive Thru Diet Menu) or not being satisfied when interacting and experiencing leads to negative feelings which affects their overall brand image.  Before creating the brand message, the buyer persona and consider how your target market will perceive and accept your brand, it is critical to brand your brand.  Branding your brand is identifying the visible aspects and the collection of qualities along with physical and social characteristics which is the brand personality. The brand personality generates the emotional association with the consumer that helps to create the brand persona.  The brand persona is the public face of the product/service that you place in the mind of consumers by taking the emotional attachment and seeking consumer engagement and attachment.
A brand persona humanizes the brand to allow for the engagement and attachment by answering:
1. Who you are
2. What you represent
3. What makes you better than anyone else
4. What will brand mean to the target/consumer
5. What the target/consumer experience will feel like
Once the brand persona is created the buyer persona is created around this information and the brand is introduced to the marketplace.  The consumer engagement and attachment are what matches the brand persona to the buyer persona so long as the brand identity (name, logo, marketing & advertising materials) reinforces the buyer persona.  You can have a well received and trusted message but if the identity does not meet the expectations, the brand image is shattered and that targeted prospect has moved on.
Consumers treat a  brand the way that the brand treats them. Creating a brand persona that is based upon your own interaction and experience with the product/service provides an understanding of how your target may interact, perceive and accept your offering. Think of a brand that you are loyal to and how they treat you.  What characteristics do they match with your own personality that makes you like them which leads to trust and purchase? We purchase from who we like and we like them for a reason.  Create that reason with your brand persona and distribute to the channels where your target is.
How have you interacted with your product/service to develop your brand persona?
Looking for some professional advice on how to interact with your product/service to create the brand personality and persona? Let us know and we’ll quote you so you are not left scratching your head as to why your brand-to-target went awry.

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Sales Video – A Must for better Online Marketing

by James Williams

New Delhi, India – February 6, 2012 – Talk to any online marketing expert and the first point they come up with is that most of the websites are loosing business, market value and money simply because they have not opted for a sales video. A short video on the landing page can do a lot of good to not only their marketing campaign but can also help in building better brand image and result in better conversion rate.

It is never too late to have a short video on the website that describes the company and its working well. The sales videos are designed keeping the demographics and characteristics of target customers in mind.

A Sales video ensures efficient and fast information delivery, reduces the chances of a potential client skipping over to a different webpage, induces emotion, energy and entertainment and results in increased conversions and sales.

A few experts also see sales videos as a perfect replacement of text on the landing pages. Other; however, are quick to point out that text cannot be completely eliminated but a major part can be replaced with videos as they are less SEO friendly. Overall, they certainly provide better return of investment.

The current market trend clearly depicts a shift of people’s interest from text to short videos. Websites have no option but to go along with the trend in order to ensure that they are not missing out on the entire new breed of internet surfers and customers who would never go through a piece of text but would instead be more interested in a sales video. They are watching more ‘How to Videos’ and even online advertisement videos than ever before.

People are sharing the videos which they like among their circle which aids in better marketing as well.

These are also a perfect replacement of sales letters which are not as much affective. They are as good as taking to the person one on one and increases the chances of him going through the details which is simply not possible in case of sales letters. A sales video might not be able to retain a certain few who like to scan first before going through the details but would surely be able to add up a number of other who simply does not have time or the interest in going through the long and boring text of sales letter.

4 Steps for Using Content to Build Your Personal Brand

By AMANDA MAKSYMIW

Personal branding was definitely a big trend in 2011, and I believe it will continue to be a focus for B2B and B2C companies alike — largely due to the perceived ease of creating a personal brand online. In addition to the career benefits it can bring, many companies appreciate their employees’ branding activitiesbecause they recognize the value elevated personal brands can bring to their organization as a whole.
If developing your online persona is something you have yet to master, read on for four helpful steps to get you started.

Step 1: Develop a persona and create profiles across the web 
A great tip for getting started is to find and own one primary trait that makes you unique. For example, for CMI’s Joe Pulizzi, it is the color orange. Orange is part of nearly everything Joe does, from his websites to his social media presence to his wardrobe. It is part of his signature brand. So if you can, think about something you can use to trademark yourself and incorporate that into each and every one of your online profiles.
Speaking of profiles, if you haven’t already developed yours on Twitter, Facebook, LinkedIn, Google+, and About.me, get started today. You may even consider setting up your own website or personal blog, as Ann Handley and Joe Chernov have done.

Step 2: Engage with influencers about your topic
As I have written about in the past, there are several types of influencers for every industry. When building your personal brand, the key point is that you should have a set of 10 to 20 influencers that you are targeting in order to extend the reach of your content and personal brand.
You can identify your influencers by doing some online research, or by asking your prospects and customers who they rely on for advice and information.
Once you have a list of influencers you are targeting, you can keep track of them using a spreadsheet, a customized CRM system, or even using lists on Twitter (thanks to Joe Chernov for this tip!). Then, start engaging with your influencers by commenting on their content and sharing it through your social media profiles.

Step 3: Create compelling content around a certain topic
For content marketers, this tip should be a no-brainer: Remember to focus on your target audience’s interests, issues, and needs in order to create interesting, engaging content that will be useful to them.
When starting out, it makes sense to focus on a narrow set of topics and develop yourself as the thought leader in that space. For example, Joe Pulizzi has had success doing so about content marketing, and Mike Stelzner has done this with social media.
When you have your topics nailed down, you are ready to start writing. An easy type of content to start with is blogging, but don’t rule out video, podcasts, eBooks, or articles — anything that will give you a forum for your insight and help you establish yourself as an expert that people can turn to for advice and information about your chosen topics.

Step 4: Share your content to increase the influence of your brand
Once you have created a body of content, be sure to share it in where those in need can find it. Naturally, this includes making sure to post it on your personal and company blogs (and Brody Dorland’s 12 easy but thorough steps to increase the reach of your blog posts can give you some ideas for getting started). But you should also be identifying opportunities to spread your influence outside of your immediate circle.
Options for this can include guest blogging on an influencer’s site, contributing guest articles to a popular publication (online or print) within your space, submitting yourself for speaking engagements, and attending meetings and events within your areas of interest/expertise. If you do attend events, don’t miss the opportunity to create additional content while you are on-site, as well. Filming videos, posting session recaps, and offering to interview other participants are great ways tomaximize your exposure at busy, crowded conferences and conventions, which can go a long way toward getting your brand persona into the industry limelight.

How to Get Your Online Video Marketing to Go Viral

…by Jean Simmons

We’ve all been exposed to the incredible stats and trends of Online Video Marketing over the last few years. We know that over 35 hours of video is uploaded to YouTube every minute and that 20 million videos are uploaded to Facebook each month with over 2 billion video views on the social network. We understand the vast opportunity to reach huge audiences, as ComScore found that just over 45.4% of Internet users in the U.S. view at least one video ad over a month and are exposed to 32.2 videos each on average. To save you the trouble, that’s over 4.3 million video ads that are served on average every month!

So, we know how powerful online video marketing is. But how can we be sure that our video will reach the right audience and potentially go viral?

Small and large businesses alike need to push the boundaries of online video marketing in order to create a successful video marketing strategy that not only reaches the masses but also engages with them and peaks their interest.

Identify your video’s unifying theme. This is the main point that you are trying to get across or the value you are attempting to add to your viewer, whether it provides educational insight or entertainment.

Clearly communicate your message. A scattered, unorganized video can be confusing for the viewer. While writing the script or coming up with the interview questions, keep reminding yourself of the video’s objective and what it is you want the viewer to walk away with after watching your video.

Make it relevant. Relevancy across all content platforms, including videos, is important to ensure your video goes viral. When you’re considering your theme and the objective, also be aware of your audience and what it is they want.

Keep it short. Short attention spans, constant multitasking and over-occupied Internet users simply do not have the time or patience to sit through a 30 minute video. Typically the most successful videos, ones that are more likely to go viral, are under 5 minutes in length.

Prepare Ahead of Time. If your video is focused on people, you may want to consider a pre-interview to prepare them, and yourself, for the real deal. Send over your list of questions you plan to ask. A pre-interview also allows you the opportunity to meet the person (if you haven’t already) which will help both of you be more comfortable during the real video.

Distribution. In order to ensure  your video reaches the right audience you need to know where to go. Consider where your target audience spends most of their time, it may be worthwhile to setup a YouTube account or add a new Video tab to your Facebook Fan page.

Position Your Video on Search Engines. Search Engine Optimization (SEO), if used properly, can help boost your natural search rankings for your video. Use content tags, a strong title and a proper description heavy in relevant keywords. Use Google’s Keyword Tool to find the best keywords for your video.

There are several video creation tools to choose from such as ScreenFlow, Corel VideoStudio, Adobe Premiere, VideoPad, Roxio Creator and many others. Once your video is created and edited you’ll need to consider methods of sharing and distributing your video. Video sharing tools include Vimeo, Blip.TV, YouTube, Facebook, Hulu, and Flickr, just to name a few.

Have you had success with your Online Video Marketing? We’d love to hear your experiences!


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