Trust Science to Help You Build Your Personal Brand

Trust Science to Help You Build Your Personal Brand

Your brain is hardwired to devour visual information. In fact, neurons that process visual information make up 30 percent of the cerebral cortex — compared with 8 percent to decode input from your sense of touch and 3 percent devoted to sorting out auditory cues.

You can’t control the resources your brain allocates to processing what you see. It doesn’t even matter whether you’re particularly interested in the image you’re viewing. Your brain is working to make sense of visual messages. Once it’s completed that work, the frontal lobe takes over. Your higher mental functions kick in, and your brain begins making judgments about what you’ve just seen.

Translate all this neuroscience to the business world, and you’ll realize that your clients and potential customers are judging your personal brand’s appearance, too. Ideally, your identity should accomplish three things: accurately represent your message, convey quality and encourage consumers to take your desired action.

Where to start?

What reaction do you want to trigger in people who come in contact with your personal brand? Should they follow you on social? Hire you for speaking engagements or professional services you provide? Download a white paper? Subscribe to your email list?

While all might be favorable goals, one must emerge as the most important. Decide on that priority outcome, and allow it to guide every choice you make as you develop your brand identity.

 

How can visual cues translate to text?

Next, you’ll choose colors and fonts. These elements should give the correct impression of your brand and reinforce your desired action. You don’t need to go back to the color wheel and start from scratch. Most likely, you already know which colors you like. If you’re not already familiar with the basics of color psychology, do a little research online. You’ll find plenty of reputable marketing resources have invested time and money to understand which hues produce certain emotions in most people.

 

Keep your text uncluttered by sticking with one font for headings and another regular body copy. It’s common to select a sans serif font — without the “little feet” that finish off each letter’s strokes — for headings. League Spartan or Open Sans are a few solid choices. Serif fonts tend to be more readable in longer passages, which is why they are a natural fit for everything else. View samples of Baskerville, Georgia and Times New Roman to get a feel for how they compare.

What impact can colors and fonts really make?

Your color and font choices must do much more than stand up on a static page. You’ll need to try them out in dynamic applications, too. Here’s an example of two “Subscribe” buttons. They appear on identical landing pages, with only the shade of red adjusted to gauge reaction.

 

 

[Source:- Entrepreneur]

 

Snapchat vs Instagram – Which Platform is Better for Your Brand?

Who Will Win the Battle between Snapchat & Instagram? | Social Media Today

Snapchat vs. Instagram: A rivalry as old as time. Well, almost.

There have been a lot of discussion this year about who’ll eventually win the battle between the two social media giants, and while out of the gate it looked like Snapchat would eventually be declared the victor, Instagram has been leading a charge to take some of Snapchat’s best features and… well, copy them.

However you slice it, these two platforms are what many think are the future of social media. In this post, we want to break down what each platform is, and more importantly, what it can offer to brands who are looking to connect with their ideal consumers.

By The Numbers

As of the end of 2016, Snapchat is seeing 150 million active users every day. They’re also reportedly serving 10 billion daily video views, while users, on average, are logged into Snapchat for 30 minutes every day.

Instagram, meanwhile, now has more than 600 million registered users, with more than 300 million of them logging into the app daily. For brands looking for engagement, it doesn’t get much better than that, especially among the younger populations.

Both Snapchat and Instagram have major appeal among people users age 35 and under – researchers have found that up to 90% of Instagram’s users are 35 and under, while 86% of Snapchat users are under the age of 34.

Which Platform Do Millenials Prefer?

Wishbone recently conducted a survey asking users between the ages of 12 and 25 (the coveted heart of the Millennial target group) which they preferred, Snapchat or Instagram. Here are their decidedly unscientific, yet still interesting, results:

 

 
[Source:- Socialmediatoday]

Creating Stronger Brand Value Wins More Business

Creating Stronger Brand Value Wins More Business | Social Media Today

We’re bombarded with brand messaging every day, but sometimes principals/equity partners find it hard to understand the value of their company’s brand. If you’re among them, you’re certainly not alone. Many professional services executives see their brand as little more than a logo, tagline and a few website pages. They don’t focus on developing their brand beyond those elements because they fail to recognize how branding can directly affect their company’s success.

In truth, your corporate branding is far more than a logo, or even the messaging on your company website. Your brand includes everything your clients – current and future – know about your company. You want that audience to react in a positive way whenever they encounter your brand. The goal is to elicit a reaction that leads prospects to select your services over competitors.

By strategically developing your brand value, you can foster strong relationships with clients and prospects and build a stronger path to new business. But to develop that brand value, you need to think beyond the logo and tagline.

BREAKING DOWN YOUR BRAND

Your brand’s value is a measure of your company’s reputation and visibility.

Visibility describes how your business appears to the outside world, both online and offline. Think of it this way – to elicit a reaction, your brand has to be present before your target market. This visibility can include displaying your logo prominently on the jobsite, at select conference/events, on your website, through social media and even in proposal materials. Recognizing where your audience is will help determine the level of effort required on this front.

Reputation is the way the marketplace thinks of your organization and the regard it holds for the services you provide. That regard will be based on the experiences those in the marketplace have had with your company and what others in the industry say about your brand. A prospective client might not directly interact with your company, but they may work closely with, for example, a subcontractor who mentions your high regard for job site safety, or an architect who describes how your team prevented cost overruns on a past project. In other words, the relationships and experiences you have with everyone in your industry can influence your reputation.

Of course, your visibility and reputation are rarely dictated by your own communications – not in today’s world of social media. Your reputation is reflected in both online and offline communication – messages that are driven from inside and outside the organization.

These messages can take many forms: the testimonials you collect from satisfied clients (positive), online reviews written by unhappy former employees (negative), or a discussion by clients about your company’s ability to meet deadlines (positive). While you can’t control all messages, you can control how you react and turn even negative comments into a chance to demonstrate what your brand is truly about.

ENSURING BRAND CONSISTENCY IN YOUR ORGANIZATION

Your brand needs to be more than a mission statement mentioned during annual meetings, it need to be reflected in everyday interactions.

One of the biggest challenges in developing brand value is ensuring that everyone in the company – from the executive suite to the front desk – understands your brand and conveys it in all business dealings.

While getting everyone on the same page can be a challenge, it’s crucial because an inconsistent reflection of your brand can damage your organisation’s reputation significantly. For example, consider my recent conversation with the CEO of a 35-year-old architecture firm. He was struggling to extract himself from day-to-day client management discussions, and while he was excited to lead all new client pitches, they left him no time to run the business. He was stymied because the junior staff, while technically excellent, did not communicate the brand’s differentiators as clearly as he could.

BOOSTING YOUR BRAND’S VISIBILITY

If you’re looking to build your brand, don’t focus on the reputation you have today – take a moment to explore what you want your brand to mean. What feelings do you want it to convey to the marketplace? Start with the perception current clients have of your company and where they perceive your business to be providing most value. Understanding this will help you to enhance your brand focus, both internally and externally.

  • Internally – Begin by educating all employees on your firm’s core differentiators. Make sure managers, technical professionals and salespeople alike can explain the company’s value proposition and what sets it apart. The message shouldn’t focus on how great your employees are, or even how terrific your work is. It should be about the relevancy of your business to prospective clients’ most important issues and goals.
  • Externally – Get to work raising your brand’s visibility by demonstrating thought leadership. This can take a variety of forms; You might consider blogging on your company website or contributing articles to leading industry publications; You might explore speaking opportunities at relevant events that put you in front of prospective clients; You could boost your social presence with relevant materials, with a focus on enhancing your online community. Whatever direction you choose, building visibility isn’t done with a single blog or speech – consistency and relevance are key. It’s also important to ensure your message is clearly conveyed. After all, you want to leave readers, listeners and all prospects extending the reach of your message.

Once you’ve objectively understood the internal and external perceptions of your business and it’s brand value, it’s time to take that brand to the next level and win more business.


[Source:- Socialmediatoday]

3 Notes on Building a Relevant and Resonant Brand Presence on Instagram

3 Notes on Building a Relevant and Resonant Brand Presence on Instagram | Social Media Today

So what’s the key to success on Instagram? According to Instagram itself:

“There’s no big secret to creating content for Instagram—good and effective creative is just good creative. The same creative principles that apply to any marketing channel apply to Instagram, like being well branded, concept-driven, well crafted and well targeted.”

In other words, creativity is key to Instagram engagement – crafting thoughtful and thought-provoking images that grab attention, and communicate your brand message through your visuals alone. Your images need to be ‘good enough to eat’, they need to have a tangible quality to them, beyond the aesthetic value alone. And while that may sound hard to do, there are some simple ways to express emotion and story through Instagram content. And if you’re able to harness them, you’ll be on track to reach an audience on the platform and build an engaging, resonant presence.

So how do you do it?

Instagram breaks down the core creative principles of the platform to three focus points:

  • Branding content with your logo, colors or iconography drives awareness
  • Creating a concept that tells a story aligning to your business goal drives brand lift in areas like perception, message association and favourability
  • Making your creative polished and well crafted amplifies results overall.

When broken down so specifically, the concepts are easier to conceptualize, and hopefully apply to your own Instagram posts. Here are some notes on each to help you get started:

1. “BRANDING CONTENT WITH YOUR LOGO, COLORS OR ICONOGRAPHY”

The most successful brands on Instagram maintain a color palette that’s in line with their brand – check out Oreo’s Instagram profile for example.

3 Notes on Building a Relevant and Resonant Brand Presence on Instagram | Social Media TodayNotice how there’s a distinctive tone and consistency that flows through each image, that blue hue, those pastel colors. By maintaining that familiarity – through a specifically chosen palette range – Oreo is working to build their brand with each post, to imbue a sense of the brand throughout their Instagram images.

Tresemme Indonesia approach their Instagram feed in the same way, with a visual consistency to how they present their posts.

3 Notes on Building a Relevant and Resonant Brand Presence on Instagram | Social Media TodayTo do this yourself, you should decide on a distinctive tone that you want for your Instagram presence, a color theme that works with your brand image and identity. You can do this by using a basic color wheel – this interactive color wheel from Adobe covers the basics of complimentary tones in varying themes.

3 Notes on Building a Relevant and Resonant Brand Presence on Instagram | Social Media TodayThere’s a range of other options too – even the paint wall at your local hardware store can give you some ideas. Once you’ve decided on a tone, let that guide your image direction and ensure you use relevant filters and tools to help maintain a consistent approach to build your brand presence.

2. “CREATING A CONCEPT THAT TELLS A STORY ALIGNING TO YOUR BUSINESS GOAL”

As with all social networks, deciding on the ‘personality’ of your brand presence will play a significant part in the approach you take to your content and interactions. Think of it this way: one of the key terms of ‘social media’ is ‘social’, and being social is about interaction. In order to interact, you need to have a way to communicate, a voice, and that voice will ideally shine through and communicate not only what you do, but why you do it.

It can be a more difficult concept to get grasp of, but you need to get a handle on what your brand’s about, what role it plays in the lives of your consumers, then use that as the motivation behind how you approach your content.

On Instagram, that means conveying your brand voice within your images.

For example, Burt’s Bees aims to share a sense of fun in their Instagram feed, with each image aligned with their natural message (lots of flowers and leaves), but shared in a creative and joyful way.

3 Notes on Building a Relevant and Resonant Brand Presence on Instagram | Social Media TodayThis immediately gives you a sense of what the brand’s about and helps align fans to their core purpose with every post.

Sharpie has a similar focus on fun and creativity, and that purpose is shared throughout their Instagram content.

3 Notes on Building a Relevant and Resonant Brand Presence on Instagram | Social Media TodayThese Instagram feeds are fuelled by a clear purpose, a brand mission statement that underlines not only what they do – in terms of the products they sell – but why they do it, and that underlying ethos helps build their presence with every post.

3. “MAKING YOUR CREATIVE POLISHED AND WELL-CRAFTED”

And the last one’s pretty self-explanatory. As you can see from the examples above, it’s worth taking the time to ensure your Instagram images are great. It might take more test shots, different lighting, it might mean adding in and taking out additional props. But don’t settle for second best when creating content for your Instagram feed.

Attention to detail is the difference between good and great – and worth noting, most of the people on Instagram aren’t on the platform to stay up to date with your branded content. People are on Instagram to see great, visually stimulating posts – they’re on Instagram to see art, essentially. Therefore it makes sesnse that the best way to reach them is to approach your Instagram posts as art. If your content is great, people will welcome it, regardless of whether it’s branded material or not, and that will help you reach a wider audience and spread your brand message, and awareness, throughout the Instagram network.

It’s the same as with blogging – if it doesn’t feel right, if you’re not adding something new to the conversation, then you’re just adding to the noise. If you’re posting content to Instagram that’s just the same as everything else, that’s not as good or styled as it could be, then you’re setting yourself up for lesser impact. It depends on the purpose of your presence, of course – some brands are seeing great success on Instagram through sharing behind the scenes type ‘in the moment’ photos. But for those seeking to boost brand awareness and response, among users who are not already fans, a focus on image quality is a must.

Maybe that means taking a photo in the morning light as opposed to the middle of the day, maybe it means taking 100 shots and working out which fits best. Maybe it means scrapping an idea that you’ve worked hard on because it’s just not coming together. Ultimately, you have to be driven by your own artistic intentions and integrity, but the general rule of thumb is if you don’t feel your content as good as it could be, your audience will sense that too.

It takes work, but the extra effort and attention to detail will pay off in the end.
[Source:- Socialmediatoday]