11 things I've learnt from applying my experience with working with some of the bigger brands in the world to a building a small business brand - Willow and Honey.
7. DEFINE YOUR
HIGHER PURPOSE
THING
#3
WHY
HOW
WHAT
We believe in thinking
differently. We
challenge
the status quo.
We make
brilliant
computers.
We put design first -
things that are simple
& lovely to use.
We make
brilliant
film.
We tell compelling
stories and have fun
doing so.
We make remarkable
content solutions for
brands.
By putting the audience
at the heart of the
thinking.
8. IF YOUR BRAND WAS A PERSON:
WHAT WOULD THEY SAY?
HOW WOULD THEY SAY IT?
HOW WOULD THEY BEHAVE?
WHAT WOULD THEY DO?
HOW WOULD THEY LOOK?
AND KEEP IT CONSISTENT.
DEFINE THE
PROFILE OF YOUR
BRAND
THING
#4
9. NO TRUTH
JUST PERCEPTION
THING
#5
I’ve learnt a lot. And I want to share it with you.
– Sally Bee on healthy eating
First and foremost Sally is a wife and mother. She is also a
home cook, food writer, campaigner, heart health ambassador
and TV presenter.
Sally's story was pretty much like everyone else’s for a while.
But halfway through a children’s party in 2004, she had a
massive heart attack. At the time she thought it was
indigestion, but then again, so did the local hospital. Sally
was to have two more heart attacks within a week. After the
third one, her husband was advised to say his goodbyes, as
the doctors did not expect her to survive the night.
10. KNOW YOUR
AUDIENCE
THING
#6
TURN STRANGERS INTO FRIENDS
FRIENDS INTO CUSTOMERS
CUSTOMERS INTO SALES PEOPLE
~SETH GOBIN
TELL ME, I’LL FORGET
SHOW ME, I’LL REMEMBER
INVOLVE ME, I’LL UNDERSTAND
~CONFUCIUS
11. CONTENT REALLY
IS VERY F*CKING
IMPORTANT
THING
#7
…OR DO SOMETHING WORTH READING ABOUT”
~BENJAMIN FRANKLIN
“EITHER WRITE SOMETHING WORTH READING…
12. SETTING-UP &
BUILDING THE
FOUNDATIONS
OF YOUR ONLINE
PRESENCE
THING
#8
Presence
Ones solar-system of controlled platforms or touch-
points
i.e. Website/Database/FB/TW/PI/IN etc.
Earned Media
Paid Media
Shared Media
Audience engagement is such that they are
compelled to share on their own portfolio of social
media touch points
Paying to gain exposure against a 3rd parties
audience across their owned media touch-points
Harnessing a partners portfolio of owned media
touch-points for mutual benefit
OWned MediA
14. REACH THE
PEOPLE WHO
COUNT
(NOT COUNT THE PEOPLE YOU REACH)
AND CREATE
BRAND
ADVOCATES OUT
OF THEM
THING
#10 84%of Australians trust
the peer-to-peer voice
of their friends and
family*