Growing Brands with Digital

Hi! I am Cunlay,Digital Creative Lead & Co-Founder at

Forty Three & Seven. Over the last couple of years, my life-long

curiosity has found me in the intersection of People, Design, Tech, Culture & Brands.

I shape perception for brands and individuals; leveraging on digital

technology as a medium for businesses find meaning and meet set goals.

Perception is always stronger than Reality

Perception vs Reality

The perception around an entity determines to a great extent if the reality will be considered and by extension experienced.

Therefore, an entity with a great reality but poor perception may never be able to share that reality with its audience.

WHAT TO EXPECT

• The Brand Mystery

• Defining Your Brand

• Understanding Digital

• Framework for engagement on Digital

• Essentials

THE BRAND MYSTERY

A lot of times, people confuse a whole lot of other elements for a brand.

A logo is not a brand. A logo is a physical representation/mark for a brand.

A brand is ethereal. Somewhat invisible, yet felt and reflected in tangible proportions.

A brand is a promise….made and fulfilled!

DEFINING YOUR BRAND

Defining your brand is the first step to your start-up’s success.

In defining your brand you need to understand that your brand is what people perceive you/your business as.

You can define your brand running it through the following tools:

• The Censydiam Map

• The Brand Essence Matrix

• And the MVB Canvas.

DEFINING YOUR BRAND

The Censydiam Map

The Censydiam map is built around the human motivators (emotions) that shapes brand perception.

The emotion your brand generates must fall within this categories of emotions along the personal and social dimensions.

Personal dimensions: “how I feel within”

Social dimensions: “how I feel around other people”

DEFINING YOUR BRAND

Finding your Brand Essence

Your Brand Essence drives the tone, and posture of your brand.

It’s a mix of at least 3 of the 6 outlined elements.

Brand Essence

Personality

Style& Culture

Points of Difference

EmotionalBenefits

Social Identity

FunctionalBenefits

DEFINING YOUR BRAND

The MVB Canvas

This is the go-to tool for developing start-up brands.

It takes a lean approach to brand building and is guided by the principle that focus is essential for new product viability. A brand should be positioned in a specific way to a specific target customer.

UNDERSTANDING DIGITAL

The word “digital” has been bandied about for quite some time now, yet most brands still don’t get it.

Digital isn’t just about platforms, it’s the greatest opportunity to build humanized brands, compete better for the ever reducing target audience attention, and rapidly scale your business growth.

At the heart of digital is content.

Digital is a mindset….built around speed and scale!

Digital is not just about numbers and codes and tech stuff…

Digital is about people, and inter-connectedness.

FRAMEWORK FOR ENGAGEMENT ON DIGITAL

ContentContext

Everything is linked across platforms.

Content interplays across each platforms as drivers of engagement.

STORIESVIDEOS

LIFE

STY

LE

CR

M

SEO/SEM

FRAMEWORK FOR ENGAGEMENT ON DIGITAL

Utilising Channels

On Facebook, bring the brand alive with contextually relevant storytelling, creating content built around themes of interest to your consumers/audience.

3 Key Actions:Create a Facebook Page Publish Content Regularly Create a mix between

posts promotion and timing

FRAMEWORK FOR ENGAGEMENT ON DIGITALUtilising Channels

On Twitter, leverage on topical trends, start conversations, provide tips and exploit twitter as an agile Customer Relationship Management platform.

3 Key Actions:Create a Twitter Account Publish Content Regularly Respond to mentions quickly


3 Key Actions:Create a Instagram Account Create an aspirational

gallery Repost content fromtop opinion shapers

in your category.

Instagram has grown into Nigeria’s home of “the cool”, a hub for pop culture and buzz-worthy lifestyle inspiration. and cues as everyday living possibilities for the consumers to adopt


3 Key Actions:Create a YouTube Profile Publish Content Regularly Embed video on your

website and other socialassets

As video continues to grow in terms of shared content and user engagement, your brand could tap into this trend by creating a consumer focused YouTube channel.


3 Key Actions:Create a Google+ Profile Publish Content Regularly Use relevant keywords

in Titles and Body

An active Google+ page, linked to your other social media platforms is an active content led digital asset along with your website… This will improve brand visibility in search and the amount of inbound traffic/leads to your website.

ESSENTIALS

Minimum Viable Brands = Minimum Viable Products

Your Digital Footprints Matter

Only You can Tell your Story.

Growing Brands with Digital

Documents