1. Branding Overview
a. Branding: Putting a FACE on a PRODUCTIZED IDEA. Creating marketing tools and materials, from corporate and product identities, to websites and advertising campaigns, that communicate the look and feel of your company, and the features, benefits and solutions of its products and/or services.
• Exploring our Personal Brands— from how you look, to what you say, to the words you use, both off and online IS your PERSONAL BRAND. Always keep your PERSONAL brand professional. Employers and clients are looking at your personal social network feeds.
►Build your personal brand online: http://www.personalbrandingblog.com/15-seo-best-practices-to-build-my-personal-brand/
►People evolve over time. Our needs change at different stages of life. (Companies, brands, products and services should evolve as well!)
• Commercial Branding (commercial blogs)— blogs and vlogs (video blogs) set up FOR PROFIT using the PPC (pay per click) Affiliate marketing profit model. Commercial blogs and vlogs are industry specific, i.e. fashion, celebrate news, mommy blogs…etc.
►Read: How to Create a Blog or Vlog: http://howtomakemyblog.com/blog-or-vlog/
►Read: 3 Pro Tips on Affiliate Marketing: http://www.sitepoint.com/affiliate-marketing-tips-for-2016/
►Watch: How to Make Money on YouTube with Affiliate Marketing:
• Corporate Branding— Corporate branding is UMBRELLA branding. Corporations must create an identity and brand that will represent multiple products, services, and messaging, as they are generated over time. Roll out with one product/service, and align future products/services toward your existing target markets, as well as potential new audiences/markets.
• Brand to a potential TARGET AUDIENCE— Get to know your target audience in-depth before producing marketing material. Direct your marketing messages to a TARGET AUDIENCE. Find detailed information on projected target markets through their social media sites, online groups and forums, in-person meetups and special interest group (SIG) meetings. The more tightly targeted the audience, and product or service, the greater your ROI (return on investment).
►Watch: The Break up:
2. Corporate Names
♦ Offering/s of company (real or perceived)
• Microsoft— Paul Allan (company co-founder), came up with original name of Micro-Soft—a mashup of microcomputer and software. Bill Gates first used it as one word—Microsoft.
• Facebook— Mark Zuckerberg (company founder and CEO), began with Facemash, an online poll for ‘hot or not’ students at Harvard from face pics he hacked from school database. He began TheFacebook/Facebook (after university shut Facemash down) as a universal face book within Harvard, intending to create a website that connect people around the university.
• Apple— ripped off from Apple Records, or…lots of speculation, but Steve Jobs (founder) was known for lifting everything from software to hardward to marketing from…everyone.
►Watch: Trailer for Pirates of Silicon Valley:
►Watch: Pirates of Silicon Valley—stream entire movie online FREE: http://fmovies.to/film/pirates-of-silicon-valley.ovlj/oj5zy5
• Nike— from Nike (Greek Νίκη, pronounced [nǐːkɛː]), the Greek goddess of victory.
• Google— Larry Page and Sergey Brin chose Google, because it’s a common misspelling of googol, the number 1 followed by 100 zeros, and fit well with their goal of building very large-scale search engines.
♦ Founders Names
• Wells Fargo— Henry Wells and William G. Fargo
• Hewlett-Packard (HP)— Bill Hewlett and Dave Packard
• Prada— Martino and Mario Prada
• Chrysler— Walter Chrysler
• Nestle— Henri Nestlé
♦ Location (real or fictitious)
• Budweiser (beer)— Bohemia (today’s Czech Republic) generally named a beer after their town with the suffix “er.” Budweiser is genitive, meaning from the town “of Budweis.”
• Southwest Airlines— Airlines originally serviced only the southwestern United States.
• Cisco— Derived from the city name, San Francisco, which is why the company’s engineers insisted on using the lower case “cisco” in the early days.
• Amazon— Jeff Bezos (CEO) wanted a company name that began with “A” to appear early in alphabetic ordering. Perusing the dictionary, he settled on “Amazon” because it was “exotic and different,” and also one of the biggest rivers in the world, as he hoped his company would be.
• Adobe— Adobe Creek in Los Altos, California, which ran behind the houses of both of the company’s founders.
b. Corporate Divisions: names typically combines original corporate identity with addition of the featured division, as in XBox LIVE, or Amazon Web Services.
c. Naming a PRODUCT or SERVICE: product/service names are tightly focused to the Features & Benefits of the product itself. This is NOT umbrella branding, as with corporate branding. Name your product or service after the benefit or solution your offering provides.
d. Taglines: Build brand and online presence (SEO/SEM) with voice/words/prose. Taglines should explain the greatest benefit of the company. (Taglines may change over time, as a part re-branding.) Products/services also have taglines, which should reveal the best feature couched as the greatest benefit of the product itself. Taglines should be under 5 words, and consistently accompany the logo identity to build brand awareness.
e. Re-branding: Evolving a brand image over time. Re-branding is expensive, so only re-brand your corporate identity, and/or offerings, when your company merges or wants to consolidate divisions, or to revitalize an aged look, or to disassociate your company with a bad image, as in product recalls or corporate scandals.
3. Brand Elements and Standards
a. Branding Elements: Use the same visual elements of color, typography, images, icons, style, layout…etc. across all marketing tools and material to building brand recognition.
b. Brand Standards: Creating a manual, video, or presentation with visual standards for your company and product identities. Brand Standards Manuals are distributed to anyone producing marketing material for your company, products or services, to keep your corporate identity (way beyond the logo) consistent across all media to build brand awareness.
►Watch: Brand Standards for Digital Signage: https://www.youtube.com/watch?v=5wbBRe2vwvs
►Watch: DriveClub Brand Standards:
3. Applying Identity to Marketing Materials
a. Stationary: develop business cards, letterheads, business collateral, and social networking signatures with consistent brand elements across all media. Make your business collateral unique to be kept, even displayed (instead of tossed).
►Watch: Creative Business Card Designs (for cards that are kept):
c. Cross-Branding/Cooperative Advertising: combining two offerings from separate companies (usually with complimenting products or services) into one marketing or advertising campaign. Advertising exchanges often can be established by contacting publishers of the blogs, vlogs and other sites that apply to your startup’s offerings. Request to carry a video or blog or other component of their site on your site, and offer relevant content of yours for them to share on their sites as well to establish “link backs,” or “backlinks,” and cooperative marketing exchanges.
►Watch: How to Create High Quality Backlinks:
d. Logos in Motion: Use animated identities on website homepages to landing pages to video/presentation openings. Find free and low-cost tools for creating them. Or find a digital production specialist to create them for your startup, to use on all online and multimedia marketing tools and materials.
• Pond 5: stock logo animation fx
• Ultimate Paint—free pixel paint program
• Inkscape—vector graphics program (free version of app like Illustrator)
• Libre Office—similar to MSWord and Oracle Open Office