Branding in the Thank You Economy
The document discusses branding in the context of social media. It argues that a brand is defined not by its name, logo, or tagline, but rather by the promise of an experience embodied in a set of beliefs. Great brands clearly define this promise and live it consistently with conviction. When using social media, brands should "humanize" themselves by focusing on emotional connections rather than just rational value propositions. An undefined brand on social media can come across as inconsistent, unempathetic, and uninspired. The document advises brands to humanize themselves on social media by focusing on what they and their employees care about beyond just products, who represents them authentically, who their social audience cares about, and what remarkable
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Branding in the Thank You Economy
- 1. BRANDING IN THE THANK YOU ECONOMY JOHN KEEHLER
- 3. A BRAND Image Source: Steve Corey!
- 4. A BRAND IS NOT... A company name A logo A tagline A campaign A product Image Source: Cartype.com
- 5. A BRAND IS A PROMISE Promise of an experience Embodied by a set of defined beliefs Keep or break that promise Image Source: Aidan Jones
- 6. Image Source: Steve Corey
- 7. GREAT BRANDS Clearly defined brands flourish Image Source: Nick Traveller
- 8. GREAT BRANDS Live it consistently Live it with conviction
- 9. WHAT BRANDING LOOKS LIKE Rational Unique value proposition Emotional Human characteristics Image Source: Gauravonomics
- 11. A NEW OPPORTUNITY Begin the “humanization” of your business Emotional side of the brand Image Source: Eschipul
- 12. AN UNDEFINED BRAND IN SOCIAL Inconsistent Absence of empathy Uninspired What do we talk about? What do we do? Image Source: Laverrue
- 13. SEA OF SAMENESS Same issues, same approach Image Source: PinkStock Photos
- 15. 1. WHAT DO YOU CARE ABOUT? Beyond your product or service What are your employees passionate about?
- 16. 2. WHO REPRESENTS YOU? It should be collaborative Marketing, PR, customer service, merchandising, agency Only integrated group can make things happen Image Source: Simononly
- 17. 3. WHO DO YOU CARE ABOUT? All your social connections are influencers Relationship, not a transaction Your best social connection may not be a customer at all
- 18. 4. WHAT DO THEY CARE ABOUT? Listen to your social audience Let them help guide you
- 19. 5. WHAT COULD YOU DO? Instead of thinking about what you could say, think about what you could do for them or with them What would be remarkable?