A Lesson on Branding

Questions to think about

  1. What is branding? This is the definition given in a video he sent me after the call: “Brand is the promise, the big idea and expectations that reside in each customer’s mind about a product, service, person, or company. It’s the nucleus of sales and marketing activities which results in increased awareness and loyalty when managed strategically.”
  2.  Are you attracting enough of the right kind of customers?
  3. Do you understand effective marketing principles?
  4. Do you know who your target customers are?
  5. Do you portray a consistent, effective image?
  6. Do you have a brand brief?
  7. Do you know your competitors and how to differentiate yourself from them?
  8. Have you tried any other branding solutions in the past?

3 Phases of Branding: Messaging, identity, and expression

Brian stated that often people and companies fail to think through the 4 pillars of messaging (purpose, position, promise, and personality) before they try to develop a brand.

One thought that piqued my interest was a discussion we had about Carl Jung’s 12 Archetypes and how they can be used in marketing. We discussed the importance of creating a relationship with potential customers by using a story tied to our specific archetype. Examples are: Captain America for the Hero archetype, and Oprah for the Sage archetype.

The messaging exercises provide the foundation for the brand brief.

Right think provides a 10-page brand brief for companies they work with. Only after the messaging is complete, can logo concepts, color palettes, and font usage be considered. This is called the identity phase, or developing the face of the company.

The final stage of branding is expression, which refers to business cards, social media, websites, copy, brochures, and other materials which present a consistent message to the customer.

Branding done correctly:

  • Gives you instant credibility
  • Makes you stand out from competitors
  • Clarifies your marketing message
  • Builds brand loyalty
  • Creates a memorable emotional connection

I know I need to go back over the 4 pillars of messaging for my business.

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If you are an author, artist, photographer, or a creative person trying to figure out how to move ahead in your work and life, RLS Creativity Coaching can help. Contact Ruth by email or at 780-646-3068 for more information or to discuss coaching options. I look forward to hearing from you!

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A mission statement is strategic in marketing your company. If someone asks, "What do you?" do you have a concise, powerful answer?

Establishing and Marketing Your Company – 1001 Ways #2

“Any institution worth its salt, any service worth its salt…ought to have a mission that’s brief, that says it all, and that everybody knows.” – Robert Coles, The Ongoing Journey

I appreciate that my very name: Ruth Lucile, prompts me towards a mission statement. Ruth means compassionate and Lucile means bringer of light. My life mission statement is to be a compassionate bringer of light.

In Chapter 3 of 1001 Ways to Market Your Books, John Kremer covers the topic of establishing and marketing your company. Here are some ideas I’m going to try:

BUSINESS CARDS

  • Leave one behind with a tip every time you go to a restaurant
  • On the back of your card, offer a free sample of some kind that relates to your business

BUSINESS ASSOCIATIONS (Join those you find helpful)

MARKETING

  • Have your company listed in appropriate industry books
  • Sponsor local events as well as industry awards

…And here’s one last piece of advice from Sir Winston Churchill

What ideas have you been trying lately? I’d love to hear about them in the comments below.

 

 

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Diving into Marketing

Happy New Year!

Motivate your readers to buy
As I reflected on 2016, I decided that I wanted to be more intentional and consistent with my blog in 2017. One way I will do that is by blogging my way through 1001 Ways to Market Your Books by John Kremer. Twice a month I will be sharing some nuggets from the book.

Two fundamentals of marketing: product and distribution

Let’s start with some fundamentals of marketing (covered in Chapter 1):

  1. If you want to sell books, you have to motivate readers to buy them.
  2. The two most important activities you need to do to market books are letting people know about the books and making sure the books are available.
  3. You need to do your homework!
  4. Each part/step of publishing a book should contribute to marketing the book.
  5. Marketing doesn’t happen overnight; it requires consistent effort over a long period of time (at least 18 months).
  6. You need to commit to marketing your book and stick with it.
  7. Marketing involves presenting a clear image to your audience.
  8. The foundation of marketing is building relationships.
  9. Remember your goal!

Never stop marketing as long as a book is in print

I am excited to be helping a fellow author with some publishing and marketing this year. If you are interested in being coached, or need help with publishing or marketing, I’d enjoy chatting with you.

Best wishes in 2017!


Try out my 10-Day Social Media Challenge to build networks and increase engagement.

Day 10 – Wrapping it all Up #10DaySMChallenge

Social Media ChallengeWelcome to Day 10 of our 10-Day Social Media Challenge!

Please use #10DaySMChallenge when sharing on social media.

Here is an overview of what we will be doing during this challenge:

Day 1 – Get Ready!

Day 2 – Automate & Systematize

Day 3 – Hashtags Matter

Day 4 – Events & Promotions

Day 5 – Share Your Content (Let your followers know what’s happening right now)

Day 6 – Evergreen posts (Tell new fans about your best stuff from the past)

Day 7 – It’s not all about you

Day 8 – Images, quotes, and inspiration

Day 9 – Your Social Media Plan

Day 10 – Wrapping it all up

Wrapping it all up

Thank you for following along for these 10 days of the social media challenge. I have appreciated the input and discussion, especially in the Facebook group. During this challenge you have received information, templates, and encouragement. What you do with it is up to you. Marketing is always a work in progress. As I mentioned yesterday, you will need to continue to check analytics, see what is working, adjust, and carry on.

I thought Kimberley Payne’s comment summed it up well:

We can have all the tools and resources in the world, but if we don’t use them, they are useless. So, my challenge to you today is to decide which information and templates will work for you, make time in your calendar to use them, and then adjust as needed.

I also have a request. Please take a few minutes to give me feedback on this challenge:

  • Was it too long, too short?
  • Were daily posts good, or would you prefer weekly posts?
  • Was the information helpful?
  • Was anything missing that you think I should add?
  • Would you recommend the challenge to others? If so, would you be willing to write a short endorsement (I will share your picture and a link to your website if I use your endorsement.)
  • If this was a course, would you be willing to pay for it, and if so, how much?
  • What would you like to see from me in the future? More challenges? More templates? Coaching? Something else?

Other Helpful Information

Day 10 Assignment

  • Decide which information and templates will work for you as you develop your social media plan.
  • Make time on your calendar and schedule both planning and posting times.
  • Leave me feedback about the 10 Day Social Media Challenge, either in the comment section below or in our Facebook group.

Best wishes in your social media marketing journey. Now it’s time for me to go do my own planning 🙂


Try out my 10-Day Social Media Challenge to build networks and increase engagement.

Day 9 – Your Social Media Plan #10DaySMChallenge

Social Media Challenge

Welcome to Day 9 of our 10-Day Social Media Challenge!

Please use #10DaySMChallenge when sharing on social media.

Here is an overview of what we will be doing during this challenge:

Day 1 – Get Ready!

Day 2 – Automate & Systematize

Day 3 – Hashtags Matter

Day 4 – Events & Promotions

Day 5 – Share Your Content (Let your followers know what’s happening right now)

Day 6 – Evergreen posts (Tell new fans about your best stuff from the past)

Day 7 – It’s not all about you

Day 8 – Images, quotes, and inspiration

Day 9 – Your Social Media Plan

Day 10 – Wrapping it all up

Your Social Media Plan

We have discussed many different pieces of your social media plan over the past eight days. You have worksheets to help you.

  1. Set aside a day each month to put your social media plan together. This could be a day near the end of the month where you plan for the next month, or the first day of each new month where you put together a plan for the month.
  2. Pick a theme for the month, or maybe you want to pick a theme for each week. Decide which hashtags you are going to use for each theme.
  3. Make sure you plan ahead for any events you have coming up – book launches, speaking engagements, sales, etc.
  4. Use your worksheets of content, evergreen posts, interesting content from other people, and quotes to map your monthly social media plan. Decide which posts you will place on which social media sites on specific days.
  5. Make sure you have content, an image, and appropriate hashtags for each post.
  6. Use one of the tools we discussed to schedule your posts. As you come across interesting posts, decide whether you will share them immediately or add them to your next plan.
  7. Check analytics at the end of the month to see which posts were most effective.
  8. Continue to go through this process each month and make adjustments as you go. Figure out what works for you. Maybe you want to plan a whole year in advance! Above all, make sure you are building relationships on social media, and have fun.

Other Helpful Information:

Day 9 Assignment

  • Make sure all the templates from previous days are filled out
  • Put together a social media plan for May
  • Share what you have learned through this process in our Facebook Group

Any comments, questions, or suggestions? Share with us!


Try out my 10-Day Social Media Challenge to build networks and increase engagement.

Day 8 – Images, quotes, and inspiration #10DaySMChallenge

Social Media Challenge

Welcome to Day 8 of our 10-Day Social Media Challenge!

Please use #10DaySMChallenge when sharing on social media.

Here is an overview of what we will be doing during this challenge:

Day 1 – Get Ready!

Day 2 – Automate & Systematize

Day 3 – Hashtags Matter

Day 4 – Events & Promotions

Day 5 – Share Your Content (Let your followers know what’s happening right now)

Day 6 – Evergreen posts (Tell new fans about your best stuff from the past)

Day 7 – It’s not all about you

Day 8 – Images, quotes, and inspiration

Day 9 – Your Social Media Plan

Day 10 – Wrapping it all up

Images, Quotes, and Inspiration

We all need a little daily inspiration, and social media is a great place to find (and share) it in the form of stunning images, powerful quotes, and inspirational messages.

While this can (and should) be scheduled to fit with your theme, you can also share these “on the fly” as you see them.

Just as you schedule time to write blog posts and other content, spend some time each week creating your own quotes to share. Use this worksheet to record your words of wisdom, then create your own memes or share the worksheet with your virtual assistant or graphic design person to create shareable images. Now include your quotes in your social media plan.

Other Helpful Information

Day 8 Assignment

  • Find 5 quotes you find inspiring, helpful, and/or funny
  • Use your favourite design tool to create memes
  • Add your memes to your social media plan
  • Share your favourite meme in our Facebook Group

Any comments, questions, suggestions? Share them below.

 


Try out my 10-Day Social Media Challenge to build networks and increase engagement.

Day 7 – It’s NOT all about you #10DaySMChallenge

Social Media Challenge

Welcome to Day 7 of our 10-Day Social Media Challenge!

Please use #10DaySMChallenge when sharing on social media.

Here is an overview of what we will be doing during this challenge:

Day 1 – Get Ready!

Day 2 – Automate & Systematize

Day 3 – Hashtags Matter

Day 4 – Events & Promotions

Day 5 – Share Your Content (Let your followers know what’s happening right now)

Day 6 – Evergreen posts (Tell new fans about your best stuff from the past)

Day 7 – It’s not all about you

Day 8 – Images, quotes, and inspiration

Day 9 – Your Social Media Plan

Day 10 – Wrapping it all up

It’s NOT All About You!

Sure, the point of social sharing is to drive traffic back to your site, but if all you ever do is shout “Me, me, me!” even your biggest fans will stop listening.

Be sure you’re adding in a good selection of content from other providers as well.

By finding and sharing the best content in your industry, you will quickly become known as the go-to person in your market.

Consider sharing:

  • Infographics. Ideal for condensing large amounts of data into a small space, infographics are popular on nearly all social media platforms. (Pinterest is a great place to look for these!)
  • How-to articles. Depending on your market, how-to articles can be one of the most important types of content you create or share. (Do a search on Google or your favourite browser!)
  • Viral videos. Whether they’re funny, helpful, or just plain entertaining, videos are almost always a hit. (Youtube, Godtube)

Ideally, you’ll want to share content from complementary businesses, but done right, you can even mix in articles and videos produced by your competition. Consider adding your own thoughts about the content, ask questions of your readers, and if you can, use an affiliate link.

Another option when sharing this type of curated content is to write a short post on your own site, and then link to the original content from there. When you share on social media, share the post you created. It’s an extra click for your readers to get to the original, but it will improve your traffic numbers.

Short of ideas on what to curate? Keep a list of go-to sites you can check weekly for new content.

Other helpful information

Day 7 Assignment

Any comments, questions, or suggestions? Please share them below!


Try out my 10-Day Social Media Challenge to build networks and increase engagement.

Day 6 – Evergreen Posts #10DaySMChallenge

Social Media Challenge

Welcome to Day 6 of our 10-Day Social Media Challenge!

Please use #10DaySMChallenge when sharing on social media.

Here is an overview of what we will be doing during this challenge:

Day 1 – Get Ready!

Day 2 – Automate & Systematize

Day 3 – Hashtags Matter

Day 4 – Events & Promotions

Day 5 – Share Your Content (Let your followers know what’s happening right now)

Day 6 – Evergreen posts (Tell new fans about your best stuff from the past)

Day 7 – It’s not all about you

Day 8 – Images, quotes, and inspiration

Day 9 – Your Social Media Plan

Day 10 – Wrapping it all up

Evergreen Posts

Archived blog posts, older podcast episodes, and last-year’s YouTube videos should be an important part of your social media plan.

Don’t just let an automated system recycle your content though. While that sounds like a great plan at first glance (hands-free!), it can have some unexpected results. You want to make sure you are sharing the content that’s going to bring you the most benefits, and you also need to be careful not to re-share things that are no longer relevant, such as time-sensitive posts.

Other Helpful Information

Day 6 Assignment

  • Check your analytics for posts that have the most traction.
  • Go through your older posts, graphics, and videos and look for those that have a strong call to action (and improve others if you can).
  • Choose posts that promote your own products, or evergreen affiliate products.
  • Use the Evergreen Posts Worksheet to record what you will use as part of your social media rotation.

Questions, suggestions, or comments? Share them below!