Social Media Marketing Notes Chapter 3: Creating a Powerful Brand Strategy and Identity for Long Term Success

Social Media Marketing (Course 180) City College of San Francisco Lecture Notes CHAPTER 3 NOTES Creating a Powerful Brand Strategy and Identity for Long Term Success Learning objectives: ● Understand SMM is like throwing a party ● Each party must have purpose ● Party illusion ● How to build a website ● How to develop a brand How is SM like throwing a party? Invitations = Target Audience Food and Entertainment = Content and Promotions Hosting = Ongoing Management 1.Brand Clarity ● Logo is not brand ● Focus on exactly how you want people to see your brand ● Would someone viewing your website understand what you do and why you do it? 2.Brand Purpose ● About you and what you love ● Every successful brand has a powerful purpose ● Your WHY your HOW your WHAT The Golden Circle: People don’t buy WHAT you do, they buy HOW you do it. The Goal is to do business with people who believe what you believe. Love and Emotion: ● Emotion is about expressing why you’re doing what you’re doing ● Love is about being fully invested and actually loving what you’re doing and why you’re doing it 3.Brand Humanization ● Interact with audience ● Audience does not just want to engage with product, but with you ● Show our business has a human side ● Create emotional connections with your community ➔ Every brand has a community, both online and offline and brands make strategic errors if they only connect with their community when there is a problem 4.Brand Consistency ● Consistency is key for branding success ● Without a consistent message, customers get confused and are unsure what you expect of them ● Use the same persona, tone, message, values ● Be consistent in your communications and in the delivery of your product or service Consistent Identity: ● A logo and color palette alone do not make brand identity ● Create comprehensive visual language ● Basic brand identity includes: logo, colors, typography, video, illusion, or web design Brand Look and Feel: ● Distinct, memorable, scalable, flexible, cohesive, and easy to apply Brand Personality: ● Choose a personality ● ex: sincerity, excitement, competence, sophistication, or ruggedness ● Mood boards help Building Brand Tone: ● Voice+style+values ● Voice: describes your company’s personality, is consistent and unchanging ● Tone: emotional inflection applied to voice. Adjusts what’s suitable for particular oiece or message 5.Brand Master Plan ● What exactly will brand deliver ● Time to deliver your WHAT in detail 6.Brand Creative Brief ● Create 2-4 paragraph statement combined with your why, what, how 7.Brand Story ● These build relationships ● Telling your ongoing story is one of more important things to advance your brand ● Deliver consistent, relatable, and engaging narrative ● ex: SoulCycle —> working out with sense of belonging Good market storytelling is done by: ● Clearly establishing what brand is about -- its purpose, core values, and mission ● Offering the consumer more than just a product or service, but an experience that transcends mundane reality