Branding and Best Communication Practices for Small Business
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Transcript of Branding and Best Communication Practices for Small Business
#ONeillPresents
Bring Your Brand to Life!
#GHCCworkshop
• Target audience
• Analyze existing materials (web,
proposals, BCs)
• Identify strengths and weaknesses
• Messaging and positioning
strategies
• Create brand messaging chart
Brand Analysis
#GHCCworkshop
Messaging Chart
Product Features
• Identify your competition.
• How is your competition viewed?
Positioned?
• Pick-up on new trends and
innovations.
• What is the demand for your brand
vs. your competitors? Why?
Brand Analysis
• Analyze untapped/underserved markets
• Identify opportunities to expand your
brand’s products or services?
• Define the costs associated with brand
expansion and entering new markets.
• What niche can you carve out or exploit?
Brand Analysis
• How do you see your brand
evolving overtime?
• Develop strategy to
reposition your brand based
on your analysis.
• What are the actionable
items/tasks needed to assure
a thriving brand?
Brand Analysis
• Know your story, tell your story,
tell it boldly!
• Be creative!
• Bold graphics
• Focus on competitive
advantage
• Use videos
• Social media
• Use different channels to reach
different markets – own it!
Brand Analysis
Messaging Chart
Resources
• Oneillcommunications.com
– This PowerPoint Presentation
– Elevator speech presentation
– Elevator speech worksheet
April 3, 2015
Lunch-and-Learn: Branding and Communication
Practices for Small Business
DID YOU KNOW?
• Over 6 billion hours of videos are watched each month on YouTube
• More than 1 billion unique users visit YouTube each month
• Facebook announced last September that it was serving up 1 billion videos a day, two-thirds of which were on mobile
TESTIMONIALS
BRANDINGSOCIAL
TRAINING
INFORMATIONALCOMMUNICATIONS
VIDEO IDEAS.
VIDEO BLOGGING
STORYTELLING
Keep It Short:
Aside from training and educational type videos, which usually have to be longer, you should keep your video length under two minutes.
Anything after the two-minute mark drops off exponentially in terms of viewer engagement. Wistia reported that for a video 4-5 minutes in length, fewer than 60% of your viewers will still be with you at the end of the video, while 75% of your viewers will watch the entire thing if it’s a 1-2 minute video.
VIDEO TIPS.
Break Up Content:
If you do have long-form content and you cannot eliminate some of it to shorten it, then try breaking up the content into several short videos instead of one long video.
This will assist your viewers to better digest the information in pieces to accommodate our short attention spans.
VIDEO TIPS.
Prioritize Information:
Be sure to include your most important information, including your call to action, toward the beginning of the video before you lose some of your audience.
This ensures that your key messages are delivered to the majority of your viewers even if they do not watch the entire thing.
VIDEO TIPS.
WEBSITES
MOBILE APPSSOCIAL
YOU TUBE
VIRTUAL REALITYINTERACTIVE TOURS
VIDEO DISTRIBUTION.
INTERACTIVE LEARNING MODULES
TRADE SHOWS
WEBSITES.
WEBSITES.
MOBILE APPS.
INTERACTIVE PANO TOURS.
E-LEARNING MODULES.
E-LEARNING MODULES.
360° VIDEO & VIRTUAL REALITY.
360° VIDEO & VIRTUAL REALITY.
YouTube now offers 360° video support in the Chrome browser
• Red Bull F1 360°
• Hot Air Balloon ride
• Concert
Facebook 360° video support coming this year
THANK YOU FOR YOUR TIME
Social Media
Determine overall goal
• Increase sales?
• Create Awareness/Audience?
• Website Traffic?
Choose Networks
• Know your audience
• Always experiment
• Include “Call to Action”
in updates
Determine Content
• Be human - speak as you would in person
• 80/20 Rule
• Include photos/videos with updates
• Respond to engagement!
POST!
“Social media without
interpreting analytics is
like driving with your
eyes closed.”
Review and interpret
analytics monthly
Interpret Results
Follow us on Twitter:
@oneillcomm
Most Importantly…
Have fun!
Questions & Answers
O'Neill offers expertise in creating and reenergizing brands by:
• Analyzing competitive and internal brand resources
• Defining brand-positioning and credible messaging
strategies
• Bringing the brand to life through creative content such as
graphic design, photography and content
• Developing strategic multi-channel campaigns to promote or
reposition a brand
What O’Neill Offers
Gordon O’Neill
CEO & Chief Integration Strategist
Tiffany Becker
Social Media Manager
Follow us on Twitter @OneillComm
Person with most tweets using #GHCCworkshop will get $5 Starbucks card!
#GHCCworkshop
Follow us on Twitter
for more tips:
@oneillcomm
Follow Us
• Be human - speak as
you would in person
• 80/20 Rule
• Include photos/videos
with updates
• Respond to engagement
ASAP
POST!
#GHCCworkshop
Product Benefits
• Product benefits focus on its most frequently used benefit type and provides customers particularly meaningful benefits to them and is the basis for product differentiation
• Customer benefits gets results from benefit – better reach your teeth resulting in cleaner, healthier teeth.
• Emotional Benefits is a customer benefit characterized by feelings or beliefs (higher order benefits) – confidence, security, self-actualization, etc.
Defining Your Brand
• Commerce Club Branding Presentation
• Elevator Speech PowerPoint
• Folded elevator speech document
• Visit oneillcommunications.com (where?)
Branding
Branding is the ultimate
foundation of any company’s
message. How it’s displayed
to how it’s conveyed to target
audiences can enhance a
company's presence and
messaging in all of its
marketing initiatives.
Services
• Gordon O'Neill, CEO and Chief Integration Strategist, will present
"Branding Is a Verb in Today's Internet World”
• Drew Pearson, President of Ninja Multi-Media, will demonstrate how
the corporate video world has exploded into social media,
entertainment and corporate messaging
• Devika Rao, Sr. Account Manager with O'Neill Communications will
show how social media can play a role in today's business world - how
to plan it, how to implement it and how to measure it
O’Neill creates brand
strategies and engaging campaigns
to help companies thrive.
What We Do
Choose Social
Media Networks
Determine content
for your audience
Post!
Interpret the Results!
Key Items
