‘So where do I start’ he asks. I said besides hiring us to develop a concise brand positioning + character, then creating logos, taglines and a few initial pieces around which we can write guidelines….

Start by looking at what’s working now and what isn’t.

You can start by looking literally at metrics – ex: this email got much more response than the other version. However, I also recommend asking members or the target audience to review different pieces and share which item’s design and language resonates most with them and why. The why is important so you can start to identify specific characteristics. Maybe the graphics are really impactful, the headlines are compelling, etc.

Then, ask them to tell you the opposite – which they were least attracted to and why. Perhaps the colours remind them of something negative and the copy is too long-winded and technical.

Use this as a checklist.

Review all your pieces with a checklist of these basic characteristics and note opportunities to make changes more towards the well-received characteristics and recognize use of the disliked ones. It may be simple changes to copy, or adding small elements like ‘we always have a watermark of the logo icon in the background.’ These things are the start of proper guidelines what you can write up and encourage or insist your own team follows. Good branding gets to the root of the values and culture of the company, so encourage all your people to become the company’s brand stewards.

How do you maintain brand character once you’ve defined it?

Of course, this was the next question. I showed him how we use our Rapport Marketing Map as a tool to help us do that for ourselves and our clients.

You plot out all your marketing tools around a central goal (your pre-sale action step), then imagine someone who’s not familiar with your company enters at any point, say they’ve been forwarded your newsletter. This probably has at least one link to your website. If they go from the newsletter to the website, what is the experience like, is it consistent? Is it the same kind of language? The same logo, colours and other brand elements? Where might they go from there? Maybe there’s brochures or sell sheets to download. Do they carry the brand character, the look and language?

When you look at your existing tools this way you will spot big and small things to change that can really strengthen that path, but also have a guideline or reminder when you add in something new.

Allow for brand evolution.

Companies are constantly evolving, and therefore so must your brand. Just keep it under control. Look at it regularly, you may need to make small changes, or one day a giant paradigm shift. However, use the Rapport Marketing Map to ensure you aren’t making changes on a whim, or because it fits the need of the day better.

Where the Magic Happens.

Laurie talked about the idea of your visible network (friends and colleagues) and your invisible network (their friends and colleagues). This is often where the magic lies in social networking – the hidden opportunities for business, jobs, friends and ideas happen become much easier to find. Just by sharing information on a social media platform, you have much more opportunity for being heard by this invisible network.

Laurie then went on to talk about the major advances in the internet and software development that has lead to this fairly recent explosion, but what’s most interesting to me is how I can help my clients use it to expand their reach, build their brand and sales.

Where to Focus Your Social Media Efforts

The vehicle you use depends on business and marketing objectives, customer experience, purchasing decision cycle or criteria, where your target market hangs out and your organizational readiness. Though social media is often touted as ‘free’ it is a marketing effort and takes someone’s time. If you are going to use one, choose which and make a real go of it – just like networking in real life. Pick the venue you like best and be willing to devote time and effort to it, to build a presence and relationships.

The numbers and demographics of people getting involved are changing daily and staggering. Keep in mind when you are generating content that 24% of social media users are creators with 73% being spectators with critics, collectors, joiners and inactives in between. That means there’s a lot of room to become known as an expert.

Remember, it’s More Than Just Twitter

When most people hear the words ‘social media’ they automatically think of the big three: LinkedIn, Facebook and Twitter and Laurie gave tips on optimizing them. But, remember that social media includes things like blogs, wikipedia, web-based collaboration and YouTube – anywhere people can share information/media with the masses. There’s a lot available to help you manage and analyze the effectiveness of all this, like MailChimp and Google Analytics – to really build your business.

Social Media as Part of All-inclusive Marketing

One of the most important things to remember is that engaging in any kind of social media on a professional level is an extension of your brand. It should be considered as an integrated part of your marketing efforts, and held to the same standards of consistency and continual experience we encourage with our marketing maps. Where you have the opportunity to decorate (like a Twitter background) make sure it fits in with your brand colours, imagery, etc. If it’s mostly around information sharing, decide on your voice and stay loyal to your brand character. Your approach, your purpose should be considered before diving in. Any weak link in your marketing map detracts from the rest.