Marketing: Branding, Storytelling, and Social Media platforms

Brand

the image, name, and reputation associated with a company for product

Brand identity

everything that makes a brand stand out including names, logos, colors, style, and emotional connection

storytelling

used to share values, experiences, and to connect emotionally

Slogan

short, catchy phrase that represent’s a brand’s message or promise

Convenience products

easily purchased and frequently bought 

• fast food 

• detergent 

• snacks

Shopping products

require more time researching before purchasing

• furniture, clothing, cars

Specialty products

consumers make special effort to obtain

• designer clothes, professional technology

Unsought products

little awareness or initial interest in product until a need arises

• life insurance 

Branding

practice of creating a name, symbol, or design that identifies and differentiates a product from other products

trademark

a recognizable sign, design, or expression which identifies products or services of a particular source from those of others 

Why does storytelling matter

• makes brands relatable 

• creates meaningful connections 

• helps people remember the brand better

Nike Swoosh

represents movement and athleticism

McD’s Arches

represents fast food

Apple logo

stands for innovation and creativity

Brand identity

helps businesses stand out and build trust

Describe Dunkin’s Rebranding

• wanted to focus on beverages and be more modern

• storytelling reinforced message of speed, convenience, and community

• emotional: connected name to what customers called the company

• was successful

Describe Old Spice’s Rebranding

• from old' mans’ cologne to funny men’s body care brand

• wanted to appeal to younger men

• slogan appealed to young women

• very successful

Describe Apple’s Rebranding

• reestablished apple as an innovative lifestyle brand 

• Steve Jobs talked directly to the public about their values

• very successful

Describe Cracker Barrel’s Rebranding

• changed logo to be more modern

• people were mad because they were getting rid of old values

• not successful

• they had to undo it

Algorithm

rules for sorting/displaying information in apps and computers

SEO

search engine optimization; helps websites get noticed and ranked higher in search results

Engagement

online brand interaction

• likes

• comments

• shares

• follows

Visibility

how easily people can find or see a brand online

How do algorithms work

• determine content visibility

• use your engagement to show personalized content

influencer marketing 

people with a lot of followers 

• help brands gain trust and loyal customers

Analytic tools

help brands understand 

• what content works 

• when to post

• how to best communicate with audience 

Loyalty

strong support/commitment to a brand, team, or cause

Platform

place or service online where people can connect, share, and communicate

Audience

whoever sees, hears, or reads something