Hasta La Creative!

The publisher of Stephen King, Judy Blume and Hillary Clinton doesn’t fit with the plans of its parent, ViacomCBS, which has placed a big bet on digital video.

NBCUniversal has sold $1.25 billion in ads for the Summer Games. What happens if they don’t go on as planned?

Having a brand that your audience loves, engages, and identifies with can be your most valuable asset. They’ll be more likely to listen to you, buy from you, and recommend you to their friends.

Building a brand is not easy. In-fact must people don’t even know what branding is! However, for a business to be successful it needs to build a great brand. And to help get you started we have created this 10-step guide that will teach you how.

1. Determine your Brand’s Target Audience

One of the very first steps you need to take to start your brand-building process is to determine who your target audience is.

If Apple decided that their target audience was ‘people who want to buy stuff,’ they wouldn’t be where they are today.

Part of the reason Apple has seen so much success is that they know exactly who their audience is and how to target them.

They identify with them and create a uniquely tailored communication style that their audience responds to. You need to:

• Analyze who your audience is (age, interests, hobbies, behavior, etc.)
• Segment your audience into groups for better targeting

2. Research Competitor Brands in your Industry

By analyzing your competitors, you’ll gain valuable insights into your brand’s industry and audience that can give the building process a serious boost.

• You can nail down and replicate their successes and avoid their failures.
• Gather information about their audience for your use (especially if you don’t have any customers yet)
• Learn which unique selling points of theirs perform well
• Create a communication style that is better, more innovative, and convinces your audience that you’re the better brand to choose

3. What’s your Brand Mission?

Layout in simple and clear terms what values you want your audience to believe you have. Doing so across all of your marketing channels lets your customers perceive you as authentic, and see what your brand strives for.

Everything in your brand-building plan needs to be aligned with your brand mission. Write down and incorporate the following into your brands-building plan:

• Who is your target audience
• What benefit(s) you can give them
• What are your brand’s goals
• Why did you start your business (This is your brand story)

4. Create a Unique Tone of Voice and Style

Every brand needs a distinct brand voice it helps your business stand out from the crowd. There’s an endless choice of tones you can pick from, but it must resonate with your target audience and connect with them, or you’ll be talking to a brick wall.

Your brand voice can be:

• Formal
• Informal
• Witty
• Polite
• Tongue-in-cheek
• Combination of more than one

5. Use Different Brand personas for Different Platforms

There’s a chance that you’ll end up targeting different types of audiences depending on the platform you’re using. Instagram, Facebook, Twitter, LinkedIn, Pinterest, etc. all have audiences which behavior different from each other.

So why not use slightly different brand personas for each one? You’ll have a better chance to connect with each diverse audience by tweaking your communication style.

6. Shine the Spotlight on your Brand’s Personality

By now, you should have a clear idea of why your brand is unique, and the benefits it can bring to your customers.

These benefits are your value propositions, and you want to include them in all of your marketing communications, whether it be social media posts, videos, emails, or blogs.

By shining a light on the advantages you can bring to your audience, you’ll help set your brand apart and rise above the competition.

7. Don’t be a Copycat

Don’t try and be a copycat. It’s hard to take the place of an established brand.

So there’s no point trying to dethrone popular brands by mimicking what they do. Instead, create your own unique brand and use your creative messaging to let people know what makes you different, better, and beneficial to them.

8. Design your Brand Logo

If designing a logo was easy, everyone would do it themselves. But don’t forget, your logo will be visible to everyone, and it’s your brand’s visual representation of who you are. This is why professional logo designers can help you avoid logo mishaps.

Your brand logo designs needs to:

• Catch the attention of your audience
• Match your brand’s tone of voice and values
• Communicate credibility and help create trust

9. Remain Consistent with Your Branding

Keeping your branding efforts consistent is crucial if you want to succeed in the long-term. It helps to build trust and become a staple of people’s lives.

If your brand style is continuously changing or all of a sudden created differently, your audience will notice and think something is up.

You can keep your branding consistent by:

• Locking templates, such as available sizes, colors, and formats
• Create a brand style guide which all creators and designers need to follow

10. Optimize Regularly

Just because you’re put together your brand-building plan and pulled the trigger with your first post doesn’t mean you can relax. You need to keep an eye on all of your results and continuously tweak and optimize your branding so you can reach your full potential.

You can:

• Run A/B tests to find out what works best for you
• Track and analyze as many data points as you can
• Continue to investigate your competitors
• Perform more research on your target audience

Now it’s your Turn

You now have all the tools to create your own brand-building plan and apply it to all of your marketing and communication activities. And don’t be afraid to try new marketing channels; you never know if you’ll find more success in a less popular network.

Remember that branding is an ongoing story; how will you tell your branding tale?

Em mais uma iniciativa do Facebook em relação ao coronavírus, a empresa publicará anúncios gratuitos da Organização Mundial da Saúde (OMS) e de outras organizações que trabalham para combater a disseminação de informações erradas sobre o novo vírus e a COVID-19 (doença respiratória causada pelo coronavírus). Conforme o anúncio feito por Mark Zuckerberg, a fim …

O post Facebook oferece anúncios gratuitos para organizações que informam corretamente sobre o coronavírus apareceu primeiro em B9.

O coronavírus acaba de cancelar mais um evento no calendário, agora relacionado ao cinema: “007: Sem Tempo Para Morrer”. Nas redes sociais, a Universal Pictures e a MGM anunciaram nesta quarta-feira (4) que o novo filme da franquia James Bond teve seu lançamento adiado para novembro, deixando sua data de estreia inicial em abril por …

O post Sem tempo para morrer… de coronavírus: novo filme de James Bond é adiado para novembro apareceu primeiro em B9.

R. O. I. When you’re managing an underperforming brand, these three letters will come to get you. They will haunt your nights and send shockwaves through your long days at the office. In Mike Bloomberg’s case, he chose to skip the first four races in the Democratic Primary, which cost him more than votes (BREAKING […]

The post Money Can’t Buy (Mike) Electoral Love appeared first on Adpulp.

Outdoor, Print
Amnesty International

Advertising Agency:Circus Grey, Lima, Peru
Cco & President:Jose Luis Rivera Y Pierola
Ceo:Zinka Mendoza
CCO:Charlie Tolmos
Creative Directors:Jordán Cáceres, Patricio Vargas
Art Director:Ramón Orjeda, Javier Morales
New Business Director:Valeria Malone
Account Director:Angela Talavera

Print
Deuter

The DEUTER Active-Comfort-Fit system makes sure that the weight of the DEUTER hiking backpacks is evenly distributed along the human back. For a perfectly balanced, healthy posture.

Perfect weight distribution along your spine.

Advertising Agency:Heimat Wien, Vienna, Austria
Creative Director:Simon Pointner, Philip Krautsack
Art Director:Fabian Kohlert, Simon Pointner
Copywriter:Philip Krautsack, Felix Hohmann
Photographer:Mladen Penev
Retouching:Mladen Penev

O Pinterest está introduzindo uma “experiência de pesquisa personalizada” para quando o usuário procura informações sobre o coronavírus em sua plataforma. A iniciativa é uma maneira de “conectar Pinners a fatos e buscas por mitos e o que não é verdade, mostrando informações autorizadas da [Organização Mundial da Saúde]”, diz o comunicado da empresa ao …

O post Pinterest adota resultados personalizados de pesquisa para combater fake news sobre o coronavírus apareceu primeiro em B9.

Online
KFC

In Spain, fried chicken is not part of the culture, and this, for KFC, is not good news. People think of burgers, pizza or Asian food but never fried chicken. So, in a category as competitive as QSR and on a much smaller budget than its competitors, one of KFC’s main goals in Spain is to become a part of the culture by connecting, especially, with the younger audience. However, connecting with this type of audience is not easy. Young people reject traditional advertising and are totally skeptical of brands that try to enter their cultural arena. This is a big challenge for KFC and all brands in the QSR category because younger consumers are more likely to come to this type of food. How can we reach an audience so important that they don’t want to be reached? Our goal was to go beyond simply reaching the audience, we needed to build relevance in their way. We needed to connect and entertain them on their own turf. If we wanted to connect with our audience, we knew that Twitter is one of the places where most of their conversations are generated. So after listening, listening and listening we found something wonderful. We discovered that young people, organically, were using the expression “I invite you to KFC. But they weren’t referring to fried chicken, they were giving other meanings to the acronym for inviting themselves to KFC: Know each other, Fuck each other and Cum together or Know my door, Fuck me in my bed Ciao. Yeah, you know, when you’re young, hormones rule. So, instead of running away, (usually when sex and food are combined) we decided to meet your needs by creating the KFC Palace Suite. A room at one of Spain’s most iconic luxury hotels, and we gave those who invited themselves to KFC the opportunity to experience a night of intimacy. Whatever KFC means to them. In short, we didn’t just respond to a conversation, we gave the young people what they were looking for by creating a real-life experience to make a deeper connection between the brand and the audience. An important factor in reaching young people and introducing them to the culture is getting them to think, “KFC is a brand for people like me. It’s cool.” To do this, our voice must be familiar and connect with the audience in topics and conversations that are interesting and relevant to them. And the ultimate place for our audience to generate conversation is Twitter. But we had to understand that in Social Media, and especially Twitter, it’s an environment where people connect with each other, and as a brand, if you want to get in, you have to ask permission. We were clear that to connect, instead of talking, the first thing we had to do was to listen and know how to listen, spend time, and wait for the right moment. So we waited, waited, waited… When we discovered that people were using the acronym KFC to invite each other on intimate dates we saw an opportunity to connect organically with the audience on their turf. So we decided to respond, but well, in the right way, knowing how difficult it is to achieve the premise of “the simplicity of responding quickly. But we didn’t just respond to the conversation, we took the conversation to real life by turning a simple tweet into a unique brand experience. The first thing we did was to co-create the KFC Suite next to the Palace Hotel in Madrid. A suite with all the details in the style of KFC. We decorated the suite with red and white tones, buckets and we hung pictures of the colonel. In addition, we designed all kinds of KFC amenities exclusively for the occasion: bathrobes, cushions, sheets, soap, candles, slippers and, of course, KFC condoms. And to make the experience complete, we also designed a menu with a selection of exclusive offers for two that could be ordered, free of charge, through our own room service. Once the KFC Palace Suite was ready. We took action. We were aware that we were going to enter into a conversation that was organically created by people. So we decided to enter into it little by little. We started responding to those tweets that had the most impact by appreciating their ideas and telling them that we’d heard them and that they should be watching to generate curiosity and anticipation. For the launch day we launched a video and several pieces in social networks showing the room we had created explaining the dynamics of participation to get a night in the Suite. People began to participate and the idea began to expand in the networks and media, getting some of the most influential among our target as @TheGrefg (3.1 MM followers), @PostureEspanol (233 K followers) @Cabronazi (6.5 MM followers) began to invite to KFC those they wanted. So we weren’t just a brand responding to a conversation, but gave the opportunity to co-create a cultural moment that the audience could join and, hopefully, enjoy to the fullest by spending two nights in the KFCPalace suite. KFC Palace achieved the best ever reach for KFC on social media (5.3 million), the average Twitter interaction rate increased +326%, the average volume of mentions of the brand on Twitter alone was +211% and the hashtag #teinvitoakfc was TT. All this achieved a PR value of 480,000 euros. We got several people to enjoy KFC in the Palace de Madrid suite. Something they would never have thought they could do.

Advertising Agency:PS21, Madrid, Spain