Building a Brand with New Media & Traditional Media

Full Circle: Using Traditional & New Media to Build a Well Rounded Brand

#OGS11#fullcircle

#fullcircle // #OGS11

Kyle Stuef

‣The Whole Brain Group

‣Marketing Degree from Eastern Michigan University

‣Background in both New and Traditional Media

What We’ll Cover

1. What exactly is branding? What is MY brand?

2. When does Traditional Media make sense for me?

3. When does New Media make sense for me?

4. Can’t we all just get along?



When I Say Brand... Do you think this?

the whole brain group



the whole brain groupCMYK

C6/M29/Y100/K0

RGBR239/G182/B29

HEXEF-B6-1D

PMS129U

CMYKC30/Y25/M46/K0

RGBR184/G177/B146

HEXB8-B1-92

PMS452U

LOGO STANDARDS

Pantone uncoated colors – preferred method for business cards and other printed materials. Uncoated or matte stock is preferred.

RGB values for all digital applications.

RGB values for all digital applications.

Four color printing is not recommended.

One color applications. This version is preferred for most applications over 1 inch diameter.

Use for applications less than one inch diameter.

the whole brain groupBLACK35

BLACK100

the whole brain groupBLACK100



What is Branding?

a brand is a promise to potential clients(you must deliver each and every time)

a brand is a handshake(and weak handshakes suck)

a brand crafts how they feel about you(disconnect breeds distrust)


The Secret Formula


What is YOUR Promise?

Are you an expert?Are you a resource?

Are you the top widget maker? Are you a customer service king?


I’m AwesomeHow do I tell everyone?

(with Traditional Media)


What Does Traditional Media Look Like?


Why Traditional Media?

✓ Not everyone uses New Media as well as we do

✓ Brand recall (usually) requires numerous touch-points

✓ Show them you’re more than a logo and a color scheme

✓ Build a more complete picture

• Step outside your avatar and 140 characters

✓ Play to each channel’s strength


If a brand falls in the forest…(Should it have used a sound?)

Information delivered via music is learned up to 60 times faster & retained up to 100 times longer than the same information delivered by speech alone.

according to a Cambridge University study, 2003


• Like a good neighbor, ______________

• The best part of waking up, _________

• Motel 6 will leave the _______________

When you filled in the blanks,

Did you sing the song?



I’m AwesomeHow do I tell everyone?

(with New Media)


What Does New Media Look Like?


Why New Media?

✓ Listen to & Learn from others in your field

✓ Listen to & Learn from your customer base

✓ Build relationships & engage customers • Brand ambassadors who help you spread your

message

✓ Establish expertise and brand voice through long form

✓ Become human

✓ Analytics, Analytics, Analytics#fullcircle // #OGS11

Where Do I Start?

Decide on your overall goal

How does this fit into my marketing goal(s)?

Do your research (Competitors)

Pick your 1st channel


What is YOUR Goal?

Are you trying to find new clients?Are you trying to become a resource?

Are you trying to network? Are you engaging your current clients?

Are you trying to build a movement?Are you trying to market a product/service?


Where is My Soapbox? Popular Options:

1. Facebook

2. Twitter

3. Blog

4. Specialty Networks


• It doesn’t have to be one or the other

• They should compliment and enhance each other

• Take advantage of New Media’s analytics for your Traditional Media efforts

• Promote and Share

Play Nicely Together


Keep an eye on your goals

Make sure all of your channels play nicely together

Be mindful of which channel you are using

Keep your goals limber (they will evolve)

Things to Remember


What Have We Learned?

• Branding boils down to trust

• Branding must carry into every touch-point

• Have a strategy - overall and for each channel

• Make sure your strategy is limber and adaptable

• Understand the return on your investment

• Track, Analyze, and Adjust


Let’s Keep the Conversation Going

[email protected]

@KyleStuef

www.kylestuef.com


Building a Brand with New Media & Traditional Media

Business