IFBC 2014 Build and Manage Your Brand

IFBCHOW TO BUILD & MANAGE YOUR BRAND

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BRAND MANAGEMENT


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INTRODUCTIONS

Angie SchneiderManaging Director

Barnaby Dorfman,Co-Founder,

Foodista& IFBC Host


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AGENDA

Brand management CONCEPTS• How to build and manage your brand

Brand management EXECUTION• Tech resources• Time management resources• How to align your team


REAL-TIME BRAND BUILDING EXPERIMENT


How many Instagram followers can we add during this session?!


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WHAT IS BRAND MANAGEMENT?

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.


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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.


BRAND COMMUNICATIONS

Start by looking at your values and attributes to identify opportunities that will support your

overall purpose and mission.

PURPOSEIdentify your purpose and values



•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?

PLATFORMA unique point of view



•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.

PROGRAMA scalable program that reaches multiple audiences


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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


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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.


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MANAGE YOUR BRAND

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?


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A BRAND IS PROMISE…WHAT’S YOURS?


THE VIRAL MYTH: BRAND BUILDING IS ACTUALLY HARD WORK!


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GOALS:BE CLEAR ABOUT WHY YOU BLOG

Social• Make friends

• Connect with like-minded people

Professional• Build Reputation &

Authority

• Network to promote services

Financial• Advertising

• Sponsored posts & recipe development


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


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?


AUTHORITY & VOICE

What are you an expert at?

Why should people read you?

What is your personal history?


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


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


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


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


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!)


http://honestslogans.com/


CASE STUDY: RED BULL



CASE STUDY: UNCLE BEN’S



SOCIAL MEDIA FAIL

The idea: Use #myNYPD to improve Community Relations


SOCIAL MEDIA FAIL

The Reality of How People Used #myNYPD


CREATE A FAMILIARITY THROUGH REPETITION

Dinosaur Comics - http://www.qwantz.com/index.php


YOUR BLOG IS THE HUB

YOUR BLOG


AUTOMATE DISTRIBUTION

YOUR BLOG


MEASUREMENT & METRICS

“What gets measured gets done”

• SEO– Google Analytics/Webmaster Tools– Moz.com– SEMRush.com

• Social– SimplyMeasured.com– RivalIQ.com


BUILDING TOOLS • Social Media

• Task Rabbit

• oDesk

• LogoWorks


REAL-TIME BRAND BUILDING EXPERIMENT



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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?

IFBC 2014 Build and Manage Your Brand

Marketing

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