Class 11: Branding and SEO
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This document provides an overview of key concepts for a final class on branding and SEO. The learning objectives are to build a brand house including the brand's idea, positioning, attributes, pillars, and proof points. It also covers developing a SEO strategy and creating perceptual maps. An exercise is included where students will create a perceptual map, brand brief, and SEO strategy for a business. Key elements covered are brand positioning, attributes, pillars, proof points, keyword research, on-page optimization, and content calendars.
Class 11: Branding and SEO
- 1. FINAL CLASS BRANDING & SEO
- 2. FINAL CLASS LEARNING OBJECTIVES ‣ Create a brand house with all of its main elements: Idea, positioning, attributes, pillars, and proof points ‣ Draft perceptual maps ‣ Develop a SEO strategy
- 3. BUILDING YOU BRAND HOUSE BIG IDEA BRAND POSITIONING BRAND ATTRIBUTES BRAND PILLAR BRAND PILLAR BRAND PILLAR PROOF POINT & BOILER PLATE What we stand for How are we relevant and unique to audiences and from our competitors How we say, feel, and act What we say and do (often list of products or initiatives) Reasons to Believe
- 5. PERCEPTUAL MAP A PERCEPTUAL MAP is a visual representation of the differences and similarities of brands, products, or customers. “Typically the position of a product, product line, brand, or company is displayed relative to their competition.” - Wikipedia
- 6. BRAND VOICE + POSITIONING POSITIONING The process by which marketers try to create an identity in the minds of their target market Repositioning – change your identity Depositioning – change your competitor’s identity
- 7. POSITIONING: PERCEPTUAL MAP Use a perceptual map to visualize and: •Isolate 2 influences on purchasing decision •Plot competitors •Clusters indicate a market segment. •Empty space indicates a demand void.
- 13. EXERCISE PERCEPTUAL MAP 1. RESEARCH: ‣ Identify main competitors: Look at their marketing and advertising ‣ Choose values for each axis: 1. Choose the values your company currently uses 2. Choose 2 values that you think would be better for your company 2. CREATE: ‣ Find a space on the wall or desk ‣ Create your perceptual map 3. SHARE: ‣ Pair up and give each other feedback Perceptual Map DELIVERABLE DIRECTIONS
- 14. PERCEPTUAL MAP ⌚ 20 MIN 1. RESEARCH: • Choose a company and industry • Identify main competitors: Look at their marketing and advertising • Choose values for each axis: What are two influences on purchase decisions Hint: What are the Value Propositions? 2. CREATE: • Find a space on the wall or desk • Create your perceptual map 3. SHARE: • Pair up and give each other feedback STRUCTURE OBJECTIVES Individually, then pairsACTIVITY DEBRIEF
- 16. WHAT IS A BRAND? AND HOW ARE THEY MARKETED?
- 17. !A Trustmark! !A badge of dependability that guarantees a universal quality and consistent delivery that consumers can take for granted whenever and wherever they consume the product. ! !A Measure of Value! !Products only becomes brands when consumers perceive that they provide superior value relative to competitor offerings and worth is defined by the premium consumers are prepared to pay.! !! ! A Relationship with customers! !A brand is a dynamic, two- way relationship with customers that asks, listens and responds to constantly evolving needs and changing tastes, so that it remains distinctive and relevant. ! A Position in the! mind of consumers! A brand only exists insofar as it owns a particular place in the minds of customers and only when people accept that it provides certain benefits versus competitive products. ! !A Trademark! !A visual or verbal shorthand device used to associate a particular range of tangible benefits and intangible values with a particular product or service so that consumers can readily recognise it. ! Some Popular Definitions
- 18. WHY DO BRANDS EVEN MATTER? 1. People have too many choices and too little time 2. Most offerings have similar qualities and features 3. We tend to base our buying choices on trust
- 19. BRANDR TO BURN
- 20. A SUCCESSFUL BRAND WAS: EASILY IDENTIFIED. DIFFICULT TO COPY. AN INDICATOR OF THE QUALITY OF THE PRODUCT.
- 21. BRANDS CAME INTO THEIR OWN DURING THE INDUSTRIAL REVOLUTION.
- 22. Mass-produced soap that’s never been heard of Family made, cottage industry produced soap VS.
- 24. “CONSUMERS BUILD BRANDS LIKE BIRDS BUILD NESTS.” - JEREMY BULLMORE, WPP
- 25. 1. WHERE IS THE MONEY?
- 27. 2. WHAT IS THE REAL PROBLEM?
- 28. “A PROBLEM WELL-STATED IS A PROBLEM HALF-SOLVED” —Charles Kettering
- 29. “IF I HAD AN HOUR TO SAVE THE WORLD I WOULD SPEND 59 MINUTES DEFINING THE PROBLEM” —ALBERT EINSTEIN
- 31. 3. WHAT IS THE UNREASONABLE AMBITION?
- 33. Lead the next Industrial Revolution Innovate so others can innovate
- 34. “TO MAKE CLEANLINESS COMMONPLACE; TO LESSEN WORK FOR WOMEN; TO FOSTER HEALTH AND CONTRIBUTE TO PERSONAL ATTRACTIVENESS, THAT LIFE MAY BE MORE ENJOYABLE AND REWARDING FOR THE PEOPLE WHO USE OUR PRODUCTS.” “TO LEAVE NO ATHLETE BEHIND.” “THAT THE UNLEASHED CREATIVE SPIRIT WILL CHANGE THE WORLD.”
- 35. 5. WHAT ARE THE BRAND’S KEY ELEMENTS?
- 36. Name Logo Slogan Shape Graphic Colour Sound Touch Experience
- 38. 6. WHY SHOULD ANYONE BELIEVE IT?
- 39. Manufacturing expertise. Real points of difference. “Tell them why it’s better!” Rational USP Manufacturing parity. Product parity. “Make them believe it’s better” Emotional USP
- 41. 7. WHERE IS THE GRIT?
- 43. THERE’S NO WINE IN THEM.THERE’S NO WINE IN THEM. TASTES WORSE THAN ORANGE TANGO.
- 44. 8. HOW CAN THE BRAND BE USEFUL?
- 47. 9. WHAT IF I ONLY HAD $1?
- 48. DEBUTED BY IN PARIS
- 49. 10. REMEMBER, EVERYTHING IS MEDIA
- 52. 11. MAKE PEOPLE FEEL
- 54. BUILDING YOU BRAND HOUSE BIG IDEA BRAND POSITIONING BRAND ATTRIBUTES BRAND PILLAR BRAND PILLAR BRAND PILLAR PROOF POINT & BOILER PLATE What we stand for How are we relevant and unique to audiences and from our competitors How we say, feel, and act What we say and do (often list of products or initiatives) Reasons to Believe
- 55. EXERCISE EXERCISE: PERCEPTUAL MAP 1.Use the same business for this exercise as the business you used during the Perceptual Map exercise 2.Fill out the Brand Brief template 3.Share with a partner Completed Brand Brief DELIVERABLE DIRECTIONS: 10 MINUTES EXERCISE
- 56. EXERCISE EXERCISE: BRAND BRIEF 1.Create a brand house. It must have: ‣ Big Idea ‣ Positioning (use your perceptual map) ‣ Attributes (your voice and tone) ‣ Pillars ‣ Proof Points / Reasons to Believe Brand House DELIVERABLE DIRECTIONS
- 58. EXERCISE SEO 1. Create a SEO strategy for your final project company. 1. Create a perceptual map to assess your value against your competitors 2. Use the keyword planner to find your top keywords. Triage 7 to keywords 3. Draft 1 anchor content idea to drive your SEO strategy 4. Draft a SEO-optimize landing page for that piece of content: Page Title, URL, H1, Alt Text, Meta Description 5. Create a content calendar to repurpose the anchor content. Note the main keyword you’ll use for each time the content is repurposed *Use worksheets from previous classes SEO Strategy DELIVERABLE DIRECTIONS