Marketing and Branding in the Social Media Age Grow your business - - PowerPoint PPT Presentation

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marketing and branding in the social media age
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Marketing and Branding in the Social Media Age Grow your business - - PowerPoint PPT Presentation

Jan 30, 2024 276 likes •815 views

OCTAVIA GILMORE PRESENTS Marketing and Branding in the Social Media Age Grow your business online Octavia J Gilmore is the Founder and Chief Creative Officer of Creative Juice, an award-winning creative agency. Gilmore was first introduced to

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OCTAVIA GILMORE PRESENTS

Marketing and Branding in the Social Media Age

Grow your business online

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Octavia J Gilmore is the Founder and Chief Creative Officer of Creative Juice, an award-winning creative agency. Gilmore was first introduced to graphic design at the young age of 14 and it has been her passion ever since. She attended the Savannah College of Art and Design where she obtained her BFA in graphic design. Freelancing throughout college, Gilmore built up her client base, and took the leap of faith shortly after graduating, and launched Creative

  • Juice. Starting out as a one-woman shop, Creative Juice quickly grew, and

Gilmore now manages a small team of creatives. Using their unique perspective, the female, millennial, minority-led agency creates fun, bold, forward-thinking design solutions for their clients.

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CONTACT creativejuice.design

  • ctavia@itsceativejuice.com
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What We'll Discuss

TOPIC OUTLINE

The differences between Branding and Marketing How to effectively market your business on Social Media How to decide what to share How to automate like a pro How to increase your firm’s visibility and increase traffic to your business

O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

Before we begin

WHAT DO THE NUMBERS SAY?

Social media is an excellent starting point for most businesses to reach their target audience. These channels allow consumers to share their opinions about brands and interact with them.

80% of consumers are more likely to evaluate solutions from the brands they follow on a social network.

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

What is the difference between marketing and branding?

IN A NUTSHELL, BRANDING IS WHO YOU ARE—AND MARKETING IS HOW YOU BUILD AWARENESS.

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

These questions are an excellent place to begin:

What are your core principles and values? What is your mission statement? What inspired you to build your business? Why do you want to offer your products or services to your target audience? What makes you unique? What is your internal company culture? What is your professional sense of style? What are your communication characteristics? What do you want to come to mind when someone hears your business name? How do you want people to feel when they think of your business? How do you want customers to describe you as a company?

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Brand Guidelines

‘18

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SLIDE 9 Good Business People | Brand Guidelines

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The logo is a vital part of our identity, which identifjes us and represents
  • ur values.
Our preferred logo should be in full color against a white or very light
  • background. The reverse full-color
logo is for use on dark backgrounds. There are times when it is not possible to use full-color logos. Should the application of the logo not allow the use of full-color logo, black and white versions are available.

LOGOTYPE

Full Color Black Reversed Full Color White
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Our logo is composed with a smiling face, which refmects the people that we care and work for. Our brand uses the Smile on difgerent marketing materials. The element is a great image support, without being overwhelming. See examples. NOTE: The smile element will never replace the logotype. Do not make a pattern out of the smile element.

THE SMILE

The smile is a nice touch to imagery that can enhance the importance of people’s skills and lives in any types of marketing materials. For business/collateral materials, the smile should be used as long as the logo is used on one side In this case logo is on the other side of the business card
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PRIMARY COLORS This color palette are the preferred colors for most of the internal and external pieces. SECONDARY COLORS This palette allows any designer to add versatility to difgerent digital and print pieces. The secondary colors are great for accents, icons,
  • r any other graphical elements
when needed. Keep in mind that this palette cannot be used as a main colors in branded pieces.

COLOR

Compassionate Sky C=75 M=10 Y=21 K=0 R=1 G=172 B=192 #01ACC3 Pantone: 440C Elegant Purple C=84 M=84 Y=20 K=6 R=74 G=69 B=129 #4A4581 Pantone: 7672C Classy Black C=0 M=0 Y=0 K=96 R=34 G=34 B=35 #222223 Pantone: 3125C Cool Silver C=40 M=30 Y=14 K=0 R=156 G=165 B=189 #9CA5BD Pantone: 7543C Cream Gold C=4 M=22 Y=82 K=0 R=244 G=197 B=75 #F4C54B Pantone: 142C
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(1,2) PROPORTIONS & ORIENTATION Do not alter proportions as it destroys the perception of stability. Spacing and proportions of the letters should always be consistent. (3,4) EFFECTS & STROKES Do not add any efgects to the logo, drop shadows, glows, embossing, etc. Applying strokes is not allowed. (5, 6) COLORS & GRADIENTS Do not alter the color of the logo or apply any gradients. (7, 8) BACKGROUNDS Do not place the primary logo
  • ver unapproved backgrounds or
unspecifjed patterns. Use the alternate versions. (9) TYPOGRAPHY Do not modify the font in the logo. Do not use the logo or part of if as text.

NO-NO’S

1 4 7 2 5 8 3 6 9

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WE SOUND LIKE THIS...

Our brand is more than just the way we look visually. The logo, colors and other supporting visuals are great for brand consistency, but we also represent Good Business People with what we say and how we say it. Remember: Knowing the brand’s voice will help to distinguish
  • urselves from every other brand
  • ut there, through difgerent print
and digital channels. When creating content for a presentation or brochure keep in mind our 4 components: the persona, the tone and the language, as well as our big promise. CHARACTER | PERSONA | TONE OF VOICE LANGUAGE Credible Forward-looking Personable Authentic Values-based χ To prepare businesses for the future with a scalable operating model χ To profjtably grow businesses using the GBP ACE talent strategy approach χ To expand our clients’ collective business acumen for sustainable growth Professional Cultivated Knowledgeable Passionate Insightful Straightforward Experienced Positive

OUR BIG PROMISE

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HEADLINES ALL CAPS

SUBHEADINGS: SMALLER FONT AND BRIGHT COLOR Body copy can be in Classy Black at 90%. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam sollicitudin sit amet ligula imperdiet iaculis. Donec tincidunt enim risus, sed hendrerit felis accumsan et. Duis venenatis placerat. Some fjne copy here using Roboto Condensed aliquam sollicitudin sit amet ligula imperdiet iaculiS.

“YOU ALL ARE GREAT PEOPLE”

The typefaces for the brand are Montserrat, Zilla Slab and Roboto Condensed, and their difgerent weights. When possible, treat the body copy at 90% Classy Black when against a white background. MONTSERRAT Should be used for headlines, and it could be all-caps. Subheadings can be all caps, but smaller, and can incorporate color, making it more approachable. ZILLA SLAB Should be used for body copy, and it should never be used in all-caps. ROBOTO CONDENSED Should be treated in all caps for callouts, and lower case for fjne type.

WEB & PRINT

Montserrat ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 0123456789!@#$%^&*() Zilla Slab ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 0123456789!@#$%^&*() Roboto Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 0123456789!@#$%^&*()
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The icons are small graphics that are great for multiple uses such as infographics and conceptual ideas. They follow a line style with a little bit of detail. They can be used against a colored background as long as the visibility and readability is not afgected. NOTES Black Reversed icons: against bright backgrounds such as Compassionate Sky, Cool Silver, and Cream Gold. Blue Reversed icons: only against dark backgrounds suck as Classy Black or Elegant Purple. EXTRA ICONS NEEDED Always follow our icon style, and never be fjlled with any color. 3pt - Round corners and ends 2x2in Artboard

ICONS

Icon - Black Icon - Black Reversed Icon - Blue Reversed Icon - White Icon - Blue
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The type of imagery we use should showcase real life and efgortless situations, avoiding staged imagery to achieve a more natural look. This allows viewers and readers to more easily relate to our message. The subject of a photo can be centered
  • r ofg-site, this allows more dynamism
and creativity especially when designing compositions that require placing text on imagery. Keep a balance and do not overload with text. Use depths of fjeld to highlight or emphasize the subject; the subject may be in the foreground or background. This makes the images more natural. Grayscale images can be used, but maintain balance between the images, white space and accent colors.

IMAGERY

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SIZING Trim size: 3.5 in x 2 in Margin: 0.325 in | Bleed: 0.125 in Corner radius: 1/4” CMYK colors No glossy paper UV Spot on logo is acceptable when used on front-side only. RESTRICTIONS Avoid increasing or decreasing the font size dramatically. Font size can only be modifjed if there is no space left. Do NOT change the typeface and its
  • weights. Always use the approved fonts
for the brand. Do NOT alter the design, logo or color in the business cards. This helps keep all materials consistent.
  • B. CARDS
1/4” Rounded corner Montserrat Medium - 13 Zilla Slab Medium - 8 Zilla Slab Light - 8 Montserrat Regular - 7
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Email signatures quickly communicate
  • ur brand and reinforce what
we represent in our electronic correspondence. The signature is an easy way for the reader to obtain our contact info, as well as to quickly access our website. RESTRICTIONS If brand fonts are not available, use the closest one (in your email platform) to the sample presented. Do NOT alter the design, logo or color in email signature. This retains brand consistency across the entire team. Do NOT add information beyond the approved format presented in these
  • guidelines. Doing so will make emails
longer, afgecting readability.
  • E. SIGNATURE
San Serif (Verdana Bold) Montserrat Bold Zilla Slab Medium Serif or Slab
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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

Marketing is vast and wide.

SEO CONTENT MARKETING SOCIAL MEDIA MARKETING PAY PER CLICK MARKETING MOBILE MARKETING TELEVISION RADIO PRINT CAMPAIGNS

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WHICH DO YOU THINK COMES FIRST —MARKETING OR BRANDING? WHY?

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to Effectively Market Your Business on Social Media

LETS DISCUSS THE DIFFERENT PLATFORMS

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

  • 1. CREATE PAGES ON

THE RIGHT PLATFORMS

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WHICH PLATFORMS WOULD YOU USE FOR YOUR BUSINESS? WHY?

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

  • 2. DEFINE YOUR

MARKETING GOALS

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

  • 3. POST

CONTENT ON A DAILY BASIS

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT PERCENT OF CONSUMERS SAY THAT WHEN A COMPANY IS RESPONSIVE ON SOCIAL MEDIA, IT WILL PROMPT THEM TO MAKE A PURCHASE.

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

  • 4. GIVE CONSUMERS A

REASON TO FOLLOW YOU

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to decide what to share

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

Every platform has its own audience.

FACEBOOK: VIDEOS AND CURATED CONTENT INSTAGRAM: HIGH-RES PHOTOS, QUOTES, STORIES TWITTER: NEWS, BLOG POSTS, AND GIFS LINKEDIN: JOBS, COMPANY NEWS, AND PROFESSIONAL CONTENT PINTEREST: INFOGRAPHICS AND STEP-BY-STEP PHOTO GUIDES

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON FACEBOOK

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON FACEBOOK

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON INSTAGRAM

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

HERE ARE A FEW EXAMPLES:

STORYTELLING SHARE HOW-TO TUTORIALS PROMOTE A BLOG POST SHARE A LIST ANNOUNCE LIMITED TIME OFFERS AND PROMOTIONS OFFER GIVEAWAYS AND DISCOUNT COUPONS SHARE DATA, RESEARCH, AND STATISTICS SHARE QUOTES AND INSPIRATION INTRODUCE AN INSTAGRAM TAKEOVER GUEST SHARE ANNOUNCEMENTS, NEWS, AND UPDATES

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

If you are unable to get such photos with quotes, you can also create graphics with quotes using free design tools like Canva and Adobe Spark.

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON TWITTER

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON LINKEDIN

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON YOUTUBE

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

WHAT TO POST ON YOUTUBE

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to automate like a pro

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

CREATE A CONTENT CALENDAR

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

USE THE RIGHT TOOLS

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

How to increase visibility and drive traffic to your channels

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

FORM RELATIONSHIPS WITH SOCIAL INFLUENCERS (YOUTUBE, FACEBOOK, INSTAGRAM, SNAPCHAT)

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

IMPLEMENT A HASHTAG STRATEGY (INSTAGRAM)

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

HOW MANY HASHTAGS DO YOU THINK YOU SHOULD INCLUDE IN EACH POST?

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

POST INTERESTING ARTICLES THAT YOUV'E WRITTEN (LINKEDIN, FACEBOOK)

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

POST HOW-TO VIDEOS WITH SEO-FRIENDLY TITLES (YOUTUBE, FACEBOOK, INSTAGRAM)

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

FEATURE CUSTOMERS & GET THEM TO TAG YOU (FACEBOOK, INSTAGRAM)

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O C T A V I A G I L M O R E | | M A R K E T I N G & B R A N D I N G I N T H E S O C I A L M E D I A A G E

QUESTIONS?