Applying the Brands As Patterns framework for designing your brand strategy across channels. Case studies on how Google, Chobani and TOMS Shoes are developing brand patterns on Facebook, Twitter, and YouTube through strategic storytelling and effective content marketing.

1. CONNECTING THE DOTS:
BUILDING YOUR BRAND
ACROSS CHANNELS
brought to you by @msvictoriayoung

2. HELLO
nice to meet you, i’m victoria young
I love exploring the intersection of design, culture, and technology.
@msvictoriayoung
I studied social psychology and behavioral economics at UCLA and
believe the best strategies are rooted in fundamental
understanding of people.
I try to understand how brands make people fall in love with them.
I am constantly intrigued by new ideas and ways of thinking.
I have worked on marketing campaigns for Rolex, JanSport, Disney,
Qualcomm, Warner Bros, PETCO, and Invisible Children and have
also helped startups launch new brands into the marketplace.
I am a student at MIT Sloan in Entrepreneurship & Innovation.

3. TABLE OF CONTENTS
1) BRAND FRAMEWORK
2) MARKETING TOUCHPOINTS
3) CASE STUDIES
4) TACTICS
5) RESOURCES
6) QUESTIONS
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

4. LET’S FRAME OUR THINKING AND START OFF BY
ASKING OURSELVES, WHAT IS A BRAND ANYWAY?
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

5. A BRAND IS MORE THAN A LOGO.
IT IS MORE THAN ADVERTISING.
IT IS MORE THAN THE MESSAGING.
IT IS MORE THAN THE PRODUCT ITSELF.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

6. “[Brands] are complex, and like great people
great brands are dimensional; they have a
soul, personality and behaviors that
differentiate them from others. They leave an
impression and invite you to engage with
them. Great brands are interesting and make
it clear why people need them.”
- SHAWN PARR, BULLDOG DRUMMOND
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

7. YOUR BRAND SHOULD ENABLE
EXPERIENCES AND CREATE MEANING
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

8. CREATING CONNECTION THROUGH
YOUR BRAND IS THE WAY INTO YOUR
CUSTOMERS’ HEARTS.
THEIR HEARTS DEFINE WHAT THEY DO
WITH THEIR TIME AND THEIR WALLETS.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

9. ASIDE:
(I WOULD
ADD THAT
COMPANY
CULTURE
ALSO
CONTRIBUTES
TO AND CAN
DEFINE YOUR
BRAND.
IT STARTS
FROM WITHIN.
EX: ZAPPOS)
“Creating a brand capable of existing in
today's agile and iterative environment begins
with the formulation of coherent patterns.
And a brand's strategy, identity, products,
services, and user experience design must
be interdependent in order to create this
coherent pattern. By using patterns, we place
the brand in something, rather than on it."
- MARC SHILLUM, METHOD INC.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

10. COHERENT ≠ CONSISTENT
consistency implies repetition.
coherence demands creativity.
thinking of a brand strategy as
creating a pattern through storytelling
is important because patterns are...
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

11. SCALABLE
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

12. VARIABLE
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

13. RECOGNIZABLE
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

14. BELIEVABLE
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

15. EXPERIENTIAL
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

16. IN OTHER WORDS, SHOW, DON’T TELL.
LET YOUR BRAND BECOME MULTIDIMENSIONAL.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

17. NOW, CUE THE INTERNETZ...

18. ASIDE:
(I WOULD
ALSO ADD
FLEXIBLE AND
CUSTOMIZED.)
“The web has made constructing our
identity through niche communities more
visible, accessible, and rewarding."
- BUD CADDELL, DEUTSCH INC.

19. “Venture capitalists [look at social media] before
they decide to pour millions of dollars into a
startup. They're checking how many followers, and
how fast the numbers are growing. They're looking
at consumer feedback and how they respond...
they're assessing how creative startups are
about managing marketing campaigns and
leveraging their presence.
An impressive social-media effort can show that a
brand has a unique and appealing voice—and
that it knows how to grab customers. And it can be
the tipping point in the decision to back a startup.”
- “IF YOU LOOK GOOD ON TWITTER, VCS MAY TAKE
NOTICE”, WALL STREET JOURNAL

20. THE INTERNET HAS GIVEN US
AWESOME PLATFORMS SO WE CAN
TELL BETTER STORIES.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

21. SERIOUSLY, SO MANY TOOLS!!!!!!!
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

22. “Through the interface, it is increasingly easy
to see how a company behaves, the
actions it takes, what it says, and how it
responds, reacts, or hides. This
transparency demands that a brand be more
consistent, responsive, communicative, and
social. As a result, the brand becomes more
dimensional and, in effect, more human."
- FAST COMPANY
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

23. SO WHICH PLATFORMS MAKE THE
MOST SENSE FOR YOUR BRAND?
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

24. THIS IS A GROSS OVERGENERALIZATION, BUT A
GOOD STARTING POINT FOR STARTUPS
Mass
Photos, videos, links,
news, polls, etc.
Specific
Interaction, news,
personality, etc.
Photos, videos
Video
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

25. BUT REMEMBER, SOCIAL MEDIA IS
ONLY ONE COMPONENT OF YOUR
BRAND STRATEGY AND MARKETING.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

26. BUILDING YOUR BRAND REQUIRES CREATING
COHERENCY ACROSS TOUCHPOINTS
landing
pages
newsletter
microsite
.com
SEM
display
WEB
mobile
SEO
ONLINE
ADS
SEARCH
Facebook
geo
targeting
YouTube
YOUR
BRAND
MOBILE
SOCIAL
Pinterest
magazine
apps
Twitter
RETAIL
PR
eCommerce
EVENTS
mobile
DOOH
packaging
blogs
service
articles
sponsor
ships
influencers
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

27. LET’S TAKE A LOOK AT A FEW
CASE STUDIES.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

28. GOOGLE: INNOVATIVE, PLAYFUL, CONNECTING
WEB
ONLINE
ADS
SEARCH
MOBILE
SOCIAL
RETAIL
PR
EVENTS
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

29. CHOBANI: INFORMATIVE, HEALTHY, ACCESSIBLE
WEB
ONLINE
ADS
SEARCH
MOBILE
SOCIAL
RETAIL
PR
EVENTS
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

30. TOMS: MISSION-DRIVEN, FUN, TRENDY
WEB
ONLINE
ADS
SEARCH
MOBILE
SOCIAL
RETAIL
PR
EVENTS
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

31. SO WHAT BRAND EXPERIENCES
SHOULD YOU BE CREATING FOR YOUR
CUSTOMERS?
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

32. HOW DO I GET CREATIVE WITH MY BRAND STORY?
1) what are your values / mission
ex. move the human spirit through the power of ingenuity
2) what is your DNA
ex. design, performance, technology, quality
3) who is my audience
ex. hands-on, can-do people who prioritize quality
4) what makes you unique
ex. custom features to support on-the-go lifestyles
5) what themes exist in your story
ex. finding new roads, connecting families
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

33. DEFINE YOUR BRAND THEMES, BEGIN CREATING
CONTENT AROUND THOSE THEMES
1) develop a manifesto
2) research your audience
3) create a content strategy
4) recruit an intern
5) create content
6) start publishing
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

34. RESOURCES TO GET SHARPER WITH YOUR STRATEGY
BRAND STRATEGY INSPIRATION & BEST PRACTICES
Contagious Magazine - Brand As Patterns
Designing for Emotion
Social Media Explorer
Digital Buzz Blog
Content Marketing Institute
Udemy - Social Media Marketing
CONSUMER RESEARCH
Google Think Insights
PEW Internet Research
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG

35. QUESTIONS?
THANK YOU.
BUILDING YOUR BRAND ACROSS CHANNELS BY @MSVICTORIAYOUNG