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Take your business to the next level
Small Business
Digital Marketing
Strategy & Branding
Presented By
August 6, 2014
Our Speakers
Justine Dolorfino
justine@bloominari.com
Bloominari
Jaime Nacach
jaime@bloominari.com
Bloominari
Ryan Berg
ryan@ryanscreativeuniverse.com
Ryan’s Creative Universe
Digital Marketing
Understanding the need and
developing your company's
marketing strategy
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
4	
  
WHY SHOULD YOU MARKET?
The purpose of doing marketing and promotion
Reasons:
•  Product & Brand Awareness
•  Help people find your business
•  Demonstrate benefit and value of
product/service
•  Reach new leads
•  Grow your business
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
5	
  
Defining the new era of marketing and promotion online
WHAT IS DIGITAL MARKETING?
01
03
02
04
05
06
07
01
02
03
04
05
06
07
WEBSITE- Digital storefront of your company
E-MAIL MARKETING – Direct communicaiton with users
SOCIAL MEDIA – Keepting connected with the community
BLOGGING / CONTENT MARKETING – Tips to help others
ADVERTISING – Fastest way to reach potential clients
WEB & SEARCH ENGINE OPTIMIZATION – Higher rankings
VIDEO MARKETING – Spreading your message faster
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
6	
  
DIGITAL MARKETING
ü  PRICE: Very low to medium.
ü  PRODUCT: Text ADs, Video ADs, Graphical
ADs, Facebook ADs.
ü  PLACE: Computer desktops, mobile
phones, tablets, digital screens.
ü  PROMOTION: Facebook, Google, YouTube,
LinkedIn, Mobile Apps, SMS Affiliate
websites, Blogs, etc.
TRADITIONAL MARKETING
ü  PRICE: Medium high to very high
ü  PRODUCT: Voice ADs, Video ADs &
Printed ADs
ü  PLACE: TV, Radio, Newspapers,
Magazines, Street Banners, Product
placement.
ü  PROMOTION: TV series, news, and
programs, celebrities, movies, radio
shows, events, sports, venues, etc.
A short comparison of the old vs new ways to reach customers
DIGITAL VS TRADITIONAL MARKETING
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
7	
  
BENEFITS OF DIGITAL MARKETING
Top Benefits of Online Marketing
TOP 12
1.  Reach more consumers
2.  Create more personalized messages
3.  Measure marketing performance
4.  Reduce marketing costs
5.  Schedule marketing initiatives
6.  Communicate with consumers conveniently
7.  Optimize marketing performance in real time
8.  Target consumers proactively
9.  Share your content effortlessly
10. Control your advertising campaigns
11. Create brand reputation
12. Is mobile, people have access to them 24/7
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
8	
  
DIGITAL MARKETING = MORE SUCCESS
Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubspot
12	
  
%	
  
12	
  
%	
  
12	
  
%	
  
15	
  
%	
  
16	
  
%	
  
25	
  
%	
  
24	
  
%	
  
40	
  
%	
  
Email	
  
Marke,ng	
  
SEO	
  Blogs	
  PPC	
  Direct	
  Mail	
  Trade	
  ADs	
  Telemarke,ng	
  Tradeshow	
  
40% Claimed Greater
Savings
By using digital marketing methods of
promotion for their products and services.
According to Gartner’s Digital Marketing Spend Report
27	
  
%	
  
Social	
  
Media	
  
27	
  
%	
  
28% Shifting Marketing
Budget Allocations
From traditional media channels and invest
them into digital online marketing tools.
9	
  
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
DIGITAL MARKETING = GENERATING BETTER REVENUES
The Internet is rocket
fuel for growth for
small and medium
enterprises
Companies using
Digital marketing
strategies have
2.8 times better
revenue growth
expectancy
Google
Higher conversion rates
generated by effective digital
marketing techniques will deliver
loads of profitable business in
terms of better & higher revenues
Small and medium enterprises
using digital marketing will have
3.3 times better chances of
expanding their workforce and
business
More statistics to convince you to use online marketing
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
10	
  
The pillars of every marketing campaign and strategy
THE 4 P’S OF THE MARKETING MIX
•  PRICE:
Total cost to satisfy a want or a need. May
include money, time and implementation.
•  PRODUCT:
Physical product or service being offered
•  PLACE:
Where the product will be offered/provided.
Physical place, online, traveling, etc.
•  PROMOTION:
How the product will be marketed, promoted,
and shown to potential customers.
11	
  
WHAT DOES A MARKETING STRATEGY DO?
Reasons you should have a marketing plan and strategy:
01
Organizes	
  your	
  ideas	
  and	
  campaigns02
Uses	
  market	
  research	
  to	
  efficiently	
  
target	
  content	
  to	
  audience	
  
03 Supports	
  overall	
  business	
  plan
04
Creates	
  targets	
  and	
  facilitates	
  
measurements	
  of	
  success
05
Keeps	
  marke,ng	
  efforts	
  proac,ve	
  
with	
  sight	
  on	
  big	
  picture
06 Makes	
  it	
  easier	
  to	
  evaluate	
  new	
  
opportuni,es
12	
  
WHAT DOES A MARKETING STRATEGY DO?
Organize your ideas, make a plan, and interact with purpose.
It’s easy to get started immediately.
But, beware. When it’s easy to talk to your target market it’s
just as easy to forego a strategic marketing plan.
Start by organizing your marketing strategy by channel,
date and time of posting, and content.
Consider keeping track of performance in the same
document.
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
13	
  
Ready to start developing your Marketing Strategy?
SUMMARY- DIGITAL MARKETING STRATEGY
Get a Marketing Leader
Designate someone to be in charge of marketing (you, an employee or outsourcing it)
ACTION ITEMS - Take these steps to get your marketing strategy going
1.  Identify your goals: What do you want to achieve?
•  Increasing awareness? Growing a lead list? Increasing sales?
2.  Research your audience: To whom are you selling and what do they want?
3.  Create content that engages: What can you say that will capture their interest
and encourage them to engage with your goals?
4.  Develop conversion opportunities: PDFs, video plays, eCommerce, coupons?
5.  Build online marketing audiences and refer to opportunities
6.  Make sure branding and content are consistent throughout
BrandingDeveloping a unique, recognizable
message that represents the
quality & trust of your product.
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
15	
  
And why is it important?
WHAT IS BRANDING?
•  What is a brand: Anything we can offer to the
market for attention, acquisition, use or
consumption, that might satisfy a need or want
•  Branding: The process involved in creating a
unique name and image for a product in the
consumers' mind with a consistent theme.
•  Branding’s Goal: To establish a significant and
differentiated presence in the market that
attracts and retains loyal customers.
•  The ability to delight customers.
•  A powerful and successful brand is one that
builds trust.
16	
  
Get to Know
YOUR Brand
Who is your target
audience?
What is your
Key Value Proposition?
What does your name say
about your company?
Passion leads to design, design leads to performance,
performance leads to SUCCESS!
	
   ”	
  “	
  
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
17	
  
Elements that can be used to form your company’s brand:
WHAT MAKES UP A BRAND
•  Company name
•  Logo & Tagline
•  Color palette
•  Imagery
•  Tone of voice
•  The way you greet customers
•  Customer service & support
•  Interior design of your store/office
•  Presentation of your product/
service
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
18	
  
Your logo is the primary representation of your brand
THE IMPORTANCE OF DESIGNING A LOGO
An effective Logo must be:
SIMPLE	
   MEMORABLE	
   TIMELESS	
   VERSATILE	
   APPROPRIATE	
  
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
19	
  
Your logo is the primary representation of your brand
THE IMPORTANCE OF DESIGNING A LOGO
Design Elements of a Logo:
Colors, Shapes, Symbols, Typography, Connection to brand	
  
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
20	
  
No matter where your customer looks, your brand should be easily recognizable
KEEP YOUR BRANDING CONSISTENT
•  Logos, tagline, colors,
imagery, service and
every other part of your
brand will be utilized
across ALL platforms:
Website, blog, social
media, merchandise,
stationery, etc.
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
21	
  
Ready to develop tomorrow’s leading brand, yours?
MORE THAN JUST A LOGO & ACTION ITEMS
1.  Self-Assessment - decide whether or not to change
brand or keep current
2.  Choose a unique name – Do you want to keep your
current name or change it? Use DBA/Fictitious Business
Name?
3.  Creating a logo
•  On your own
•  Use 3rd-party software
•  Hire graphic designer
4.  Choose a color scheme
5.  Choose brand message – Pick words that connect with
your audience and key value proposition.
6.  Implementation: Integrate your message/brand to
website, social media, etc (topics covered next month)
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
22	
  
Great tools to help you get started quicker!RESOURCES
Benefits of Online Marketing: www.smartt.com/insights/top-10-benefits-online-marketing-2013
Digital Marketing Infographic: www.business2community.com/infographics/12-reasons-digital-marketing-can-help-grow-business-infographic-0876336
Choosing a Name
•  Combining words: www.panabee.com, www.wordoid.com
•  How to name your business: www.entrepreneur.com/article/21774
•  10 ways to a killer name: www.businessinsider.com/ten-keys-to-a-killer-name-for-your-company-2010-11
•  12 Point test to a great name: blogs.wsj.com/independentstreet/2008/06/05/how-to-choose-a-company-name-a-12-point-test
•  Before choosing a name check this: thenextweb.com/entrepreneur/2012/04/22/before-naming-your-startup-read-this/
•  Tips and ideas for naming your business: www.inc.com/guides/2010/06/choose-the-best-name-for-your-business.htm
•  Your own name vs business name: www.graphicdesignblender.com/your-own-name-vs-business-name
Logos
•  Cheap, do-it-yourself logos: www.squarespace.com/logo Avoid generic logos: www.gtgraphics.org/genericlogos.html
Choosing a Color Scheme
•  Adobe: kuler.adobe.com Color Lovers: www.colourlovers.com
Branding Examples: Consistency Fonts
•  https://www.behance.net/gallery/Denim-Pavilion/4942281 www.dafont.com
•  https://www.behance.net/gallery/Igniting-Change/5806501 www.fontsquirrel.com
•  https://www.behance.net/gallery/Lingua-Viva-Language-School-Rebranding/4059453 www.myfonts.com
•  https://www.behance.net/gallery/JJ-ROYAL/5223247 www.veer.com
Branding: Tone of Voice – Dollar Shave Club Stock Images
•  www.dollarshaveclub.com www.istockphoto.com (mid/high price)
•  blog.dollarshaveclub.com/wp-content/uploads/2013/12/Blade_social_hockey_497x373.jpg www.123rf.com (cheapest)
•  blog.dollarshaveclub.com/wp-content/uploads/2014/07/1200x627_FB_undies.jpg www.gettyimages.com (most expensive, royalty)
•  blog.dollarshaveclub.com/wp-content/uploads/2014/06/FD_1200x1200_guitarFB2.jpg www.veer.com
Digital	
  Marke,ng	
  Strategy	
  &	
  Branding	
  Workshop	
  –	
  Aug	
  6,	
  2014	
  
©	
  Copyright	
  2014.	
  Ryan’s	
  Crea,ve	
  Universe	
  &	
  Bloominari.	
  All	
  Rights	
  Reserved.	
  	
  
23	
  
Checkout our next event!
NEXT SMALL BUSINESS WORKSHOP
NEXT WORKSHOP
Wednesday, September 17 @ 6-7 PM
Effective Websites
& Email Marketing
T H A N K S F O R C O M I N G
Any Questions?
We’re happy to help!
?	
  
www.ryanscreativeuniverse.com www.bloominari.com

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Digital Marketing Strategy & Branding Workshop - Aug 6, 2014.

  • 1. Take your business to the next level Small Business Digital Marketing Strategy & Branding Presented By August 6, 2014
  • 2. Our Speakers Justine Dolorfino justine@bloominari.com Bloominari Jaime Nacach jaime@bloominari.com Bloominari Ryan Berg ryan@ryanscreativeuniverse.com Ryan’s Creative Universe
  • 3. Digital Marketing Understanding the need and developing your company's marketing strategy
  • 4. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     4   WHY SHOULD YOU MARKET? The purpose of doing marketing and promotion Reasons: •  Product & Brand Awareness •  Help people find your business •  Demonstrate benefit and value of product/service •  Reach new leads •  Grow your business
  • 5. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     5   Defining the new era of marketing and promotion online WHAT IS DIGITAL MARKETING? 01 03 02 04 05 06 07 01 02 03 04 05 06 07 WEBSITE- Digital storefront of your company E-MAIL MARKETING – Direct communicaiton with users SOCIAL MEDIA – Keepting connected with the community BLOGGING / CONTENT MARKETING – Tips to help others ADVERTISING – Fastest way to reach potential clients WEB & SEARCH ENGINE OPTIMIZATION – Higher rankings VIDEO MARKETING – Spreading your message faster
  • 6. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     6   DIGITAL MARKETING ü  PRICE: Very low to medium. ü  PRODUCT: Text ADs, Video ADs, Graphical ADs, Facebook ADs. ü  PLACE: Computer desktops, mobile phones, tablets, digital screens. ü  PROMOTION: Facebook, Google, YouTube, LinkedIn, Mobile Apps, SMS Affiliate websites, Blogs, etc. TRADITIONAL MARKETING ü  PRICE: Medium high to very high ü  PRODUCT: Voice ADs, Video ADs & Printed ADs ü  PLACE: TV, Radio, Newspapers, Magazines, Street Banners, Product placement. ü  PROMOTION: TV series, news, and programs, celebrities, movies, radio shows, events, sports, venues, etc. A short comparison of the old vs new ways to reach customers DIGITAL VS TRADITIONAL MARKETING
  • 7. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     7   BENEFITS OF DIGITAL MARKETING Top Benefits of Online Marketing TOP 12 1.  Reach more consumers 2.  Create more personalized messages 3.  Measure marketing performance 4.  Reduce marketing costs 5.  Schedule marketing initiatives 6.  Communicate with consumers conveniently 7.  Optimize marketing performance in real time 8.  Target consumers proactively 9.  Share your content effortlessly 10. Control your advertising campaigns 11. Create brand reputation 12. Is mobile, people have access to them 24/7
  • 8. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     8   DIGITAL MARKETING = MORE SUCCESS Digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels. Hubspot 12   %   12   %   12   %   15   %   16   %   25   %   24   %   40   %   Email   Marke,ng   SEO  Blogs  PPC  Direct  Mail  Trade  ADs  Telemarke,ng  Tradeshow   40% Claimed Greater Savings By using digital marketing methods of promotion for their products and services. According to Gartner’s Digital Marketing Spend Report 27   %   Social   Media   27   %   28% Shifting Marketing Budget Allocations From traditional media channels and invest them into digital online marketing tools.
  • 9. 9   Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     DIGITAL MARKETING = GENERATING BETTER REVENUES The Internet is rocket fuel for growth for small and medium enterprises Companies using Digital marketing strategies have 2.8 times better revenue growth expectancy Google Higher conversion rates generated by effective digital marketing techniques will deliver loads of profitable business in terms of better & higher revenues Small and medium enterprises using digital marketing will have 3.3 times better chances of expanding their workforce and business More statistics to convince you to use online marketing
  • 10. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     10   The pillars of every marketing campaign and strategy THE 4 P’S OF THE MARKETING MIX •  PRICE: Total cost to satisfy a want or a need. May include money, time and implementation. •  PRODUCT: Physical product or service being offered •  PLACE: Where the product will be offered/provided. Physical place, online, traveling, etc. •  PROMOTION: How the product will be marketed, promoted, and shown to potential customers.
  • 11. 11   WHAT DOES A MARKETING STRATEGY DO? Reasons you should have a marketing plan and strategy: 01 Organizes  your  ideas  and  campaigns02 Uses  market  research  to  efficiently   target  content  to  audience   03 Supports  overall  business  plan 04 Creates  targets  and  facilitates   measurements  of  success 05 Keeps  marke,ng  efforts  proac,ve   with  sight  on  big  picture 06 Makes  it  easier  to  evaluate  new   opportuni,es
  • 12. 12   WHAT DOES A MARKETING STRATEGY DO? Organize your ideas, make a plan, and interact with purpose. It’s easy to get started immediately. But, beware. When it’s easy to talk to your target market it’s just as easy to forego a strategic marketing plan. Start by organizing your marketing strategy by channel, date and time of posting, and content. Consider keeping track of performance in the same document.
  • 13. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     13   Ready to start developing your Marketing Strategy? SUMMARY- DIGITAL MARKETING STRATEGY Get a Marketing Leader Designate someone to be in charge of marketing (you, an employee or outsourcing it) ACTION ITEMS - Take these steps to get your marketing strategy going 1.  Identify your goals: What do you want to achieve? •  Increasing awareness? Growing a lead list? Increasing sales? 2.  Research your audience: To whom are you selling and what do they want? 3.  Create content that engages: What can you say that will capture their interest and encourage them to engage with your goals? 4.  Develop conversion opportunities: PDFs, video plays, eCommerce, coupons? 5.  Build online marketing audiences and refer to opportunities 6.  Make sure branding and content are consistent throughout
  • 14. BrandingDeveloping a unique, recognizable message that represents the quality & trust of your product.
  • 15. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     15   And why is it important? WHAT IS BRANDING? •  What is a brand: Anything we can offer to the market for attention, acquisition, use or consumption, that might satisfy a need or want •  Branding: The process involved in creating a unique name and image for a product in the consumers' mind with a consistent theme. •  Branding’s Goal: To establish a significant and differentiated presence in the market that attracts and retains loyal customers. •  The ability to delight customers. •  A powerful and successful brand is one that builds trust.
  • 16. 16   Get to Know YOUR Brand Who is your target audience? What is your Key Value Proposition? What does your name say about your company? Passion leads to design, design leads to performance, performance leads to SUCCESS!   ”  “  
  • 17. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     17   Elements that can be used to form your company’s brand: WHAT MAKES UP A BRAND •  Company name •  Logo & Tagline •  Color palette •  Imagery •  Tone of voice •  The way you greet customers •  Customer service & support •  Interior design of your store/office •  Presentation of your product/ service
  • 18. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     18   Your logo is the primary representation of your brand THE IMPORTANCE OF DESIGNING A LOGO An effective Logo must be: SIMPLE   MEMORABLE   TIMELESS   VERSATILE   APPROPRIATE  
  • 19. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     19   Your logo is the primary representation of your brand THE IMPORTANCE OF DESIGNING A LOGO Design Elements of a Logo: Colors, Shapes, Symbols, Typography, Connection to brand  
  • 20. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     20   No matter where your customer looks, your brand should be easily recognizable KEEP YOUR BRANDING CONSISTENT •  Logos, tagline, colors, imagery, service and every other part of your brand will be utilized across ALL platforms: Website, blog, social media, merchandise, stationery, etc.
  • 21. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     21   Ready to develop tomorrow’s leading brand, yours? MORE THAN JUST A LOGO & ACTION ITEMS 1.  Self-Assessment - decide whether or not to change brand or keep current 2.  Choose a unique name – Do you want to keep your current name or change it? Use DBA/Fictitious Business Name? 3.  Creating a logo •  On your own •  Use 3rd-party software •  Hire graphic designer 4.  Choose a color scheme 5.  Choose brand message – Pick words that connect with your audience and key value proposition. 6.  Implementation: Integrate your message/brand to website, social media, etc (topics covered next month)
  • 22. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     22   Great tools to help you get started quicker!RESOURCES Benefits of Online Marketing: www.smartt.com/insights/top-10-benefits-online-marketing-2013 Digital Marketing Infographic: www.business2community.com/infographics/12-reasons-digital-marketing-can-help-grow-business-infographic-0876336 Choosing a Name •  Combining words: www.panabee.com, www.wordoid.com •  How to name your business: www.entrepreneur.com/article/21774 •  10 ways to a killer name: www.businessinsider.com/ten-keys-to-a-killer-name-for-your-company-2010-11 •  12 Point test to a great name: blogs.wsj.com/independentstreet/2008/06/05/how-to-choose-a-company-name-a-12-point-test •  Before choosing a name check this: thenextweb.com/entrepreneur/2012/04/22/before-naming-your-startup-read-this/ •  Tips and ideas for naming your business: www.inc.com/guides/2010/06/choose-the-best-name-for-your-business.htm •  Your own name vs business name: www.graphicdesignblender.com/your-own-name-vs-business-name Logos •  Cheap, do-it-yourself logos: www.squarespace.com/logo Avoid generic logos: www.gtgraphics.org/genericlogos.html Choosing a Color Scheme •  Adobe: kuler.adobe.com Color Lovers: www.colourlovers.com Branding Examples: Consistency Fonts •  https://www.behance.net/gallery/Denim-Pavilion/4942281 www.dafont.com •  https://www.behance.net/gallery/Igniting-Change/5806501 www.fontsquirrel.com •  https://www.behance.net/gallery/Lingua-Viva-Language-School-Rebranding/4059453 www.myfonts.com •  https://www.behance.net/gallery/JJ-ROYAL/5223247 www.veer.com Branding: Tone of Voice – Dollar Shave Club Stock Images •  www.dollarshaveclub.com www.istockphoto.com (mid/high price) •  blog.dollarshaveclub.com/wp-content/uploads/2013/12/Blade_social_hockey_497x373.jpg www.123rf.com (cheapest) •  blog.dollarshaveclub.com/wp-content/uploads/2014/07/1200x627_FB_undies.jpg www.gettyimages.com (most expensive, royalty) •  blog.dollarshaveclub.com/wp-content/uploads/2014/06/FD_1200x1200_guitarFB2.jpg www.veer.com
  • 23. Digital  Marke,ng  Strategy  &  Branding  Workshop  –  Aug  6,  2014   ©  Copyright  2014.  Ryan’s  Crea,ve  Universe  &  Bloominari.  All  Rights  Reserved.     23   Checkout our next event! NEXT SMALL BUSINESS WORKSHOP NEXT WORKSHOP Wednesday, September 17 @ 6-7 PM Effective Websites & Email Marketing
  • 24. T H A N K S F O R C O M I N G Any Questions? We’re happy to help! ?   www.ryanscreativeuniverse.com www.bloominari.com