Prepared by:
Doyle Buehler
The Digital Leadership Project.
Frame 4 – Branding; Video, Visuals
Branding Development Exercise
Doyle Buehler Strategic Consulting Proposal
Prepared by:
Doyle Buehler
Building Online Influence For Business Growth
The Digital Leadership Project.
Frame 4 – Branding; Video, Visuals
Branding Development Exercise
Prepared by:
Doyle Buehler
2014
1 300 681 911
doyle@TheDigitalDelusion.com
www.TheDigitalDelusion.com
Doyle Buehler Strategic Consulting Proposal
Table of Contents
INTRODUCTION
4
BUILDING AN ONLINE BREAKTHROUGH FOR YOUR BUSINESS
4
BRANDING DEVELOPMENT IDENTIFICATION
7
PLANNING
8
YOUR BUSINESS STRATEGIC ARCHITECTURE
YOUR BRAND IDENTITY
8
9
ASSESSMENT
10
CUSTOMER IDENTIFICATION
10
EXPRESSION
12
YOUR VISUAL GUIDE
YOUR BRANDING EXTENSIONS
PUTTING YOUR BRANDING INTO PRACTICE – SOCIAL MEDIA
PUTTING YOUR BRANDING INTO PRACTICE – VISUALS
PUTTING YOUR BRANDING INTO PRACTICE – VIDEO
PUTTING YOUR BRANDING INTO PRACTICE – OTHER CHANNELS
12
13
14
14
15
16
Doyle Buehler Strategic Consulting Proposal
Introduction
Your branding is a complete reflection of you and your entire online digital
ecosystem. In order to build and grow your business online, you need to have
a strong brand development; you also need all of the supporting elements to
help it work well, and work together with everything else that you create
online.
This frame helps you develop your branding characteristics to convey to your
entire audience.
Ideally, your entire digital ecosystem encompasses 7 key elements or
“frames” that help you build your online platform for your business. The
website is one element of the 7 that enable you to effectively grow your
business.
Building an Online Breakthrough For Your Business
The Online Empire Project Methodology is a step-by step process that helps
simplify some of the complexities of business online. It is not magic, just a
process or framework that helps align and integrate all of the key elements of
your online ecosystem.
It requires a new look at how you accomplish things online, and how you
integrate these activities into your current business. Our methodology is not
about starting from scratch, but rather putting the pieces that you already
have, into a manageable and executable program that works for your
business. The answers and details come from how your current business
operates and implements. We simply provide the structure and framework to
make your business function online, better.
Frame
Focal
Point
Theme
Core Criteria and General Activities To
Complete
1
Discovery
Online Empire Building
“Disco” Discovery and
Strategic Alignment
2
Content
Strategy
Content Planning,
Creation and
Development. Words
still “Rock”
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Audit and Understanding of Current Capabilities
Establishing a strategic architecture
Social media strategy review and questionnaire
Social Media workshop review
Customer identification and discovery
Building Your Story online
Designing your content
Scheduling, Timing & Delivery
Concurrent Needs of SEO
Press Releases and Media development
3
Social &
Sharing
Social Networking and
Sharing. There’s more
than just ‘The’
Facebook.
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Channel Prioritization and Selection
Channel set-up and establishing your foundation
Channel strategies to get maximum value for your business
Cross channel propagation
Coordinating and scheduling your content.
4
Video &
Video & Visuals.
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The importance and ease of video
Doyle Buehler Strategic Consulting Proposal
5
Visual
Content
Hollywood & the
Paparazzi goes online
Website
Alignment
Website Alignment &
Congruency. Create
and evolve your web
presence
6
Online
Lead &
Traffic
Strategies
Online Lead
Strategies. How to
create the sales funnel
that works.
7
Advanced
Online
Strategies
Advanced Online
Empire business
building strategies and
tactics. Advertising,
Analytics and
Dashboards
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How to create video content
Creation & Production
Key Performance factors
Webinars to successful businesses
Placement of video channels and cross promotion
Setting up your SEO Requirements
Usage and placement of images
Technical requirements of images
Importance of image types
Creation and sizes
Management of images and sharing
Understand and implement website goals
Restructure site as needed for “gifts” and “product for
prospects”
Create congruency
Embodiment of proper sales funnel
Back-end SEO
Content Development
Lead Development – Ascending Transaction Model
Webinars as lead generators
Product development in the online environment
Social Networking advanced lead generating strategies
EDM activities and list building
Content distribution in your lead generation
Effective Online Sales funnels
Affiliate Marketing
Online media buying and advertising on Google adwords,
Linkedin & Facebook
Content channels to expand your reach and your control
Online Response strategies
Analytics & Measurement
Measurement, Tools & Dashboards to use to control your
online influence and response
This underlying process allows businesses to leverage what they have online,
while future-proofing their business, through a solid platform and framework. It
allows businesses to focus on the important parts of online, and cut through
the clutter and confusion of what you need to do, and when you need to do it.
Doyle Buehler Strategic Consulting Proposal
Doyle Buehler Strategic Consulting Proposal
Branding Development Identification
This exercise is utilized to further define and refine your business brand.
Branding is however not just a logo, but an inherent underlying essence of
you and your business. It encompasses all of the earlier developed aspects of
defining your strategic architecture, as well as content management and
persona refinement. Branding is the reach that you develop with your
audience.
Branding is broken down into 3 main aspects – Planning, Assessment and
Expression. All of the aspects need to work together, to help grow and refine
your brand.
In addition to the fundamentals of branding, this Frame also focuses on the
core components for building your digital ecosystem, primarily Videos &
Visuals – two of the core ingredients for any digital strategy.
Doyle Buehler Strategic Consulting Proposal
Planning
Your Business Strategic Architecture
Your Strategic Architecture Summary
Your Strategic Architecture Domains
Domain 1:
Domain 2:
Domain 3:
Doyle Buehler Strategic Consulting Proposal
Your Brand Identity
What is the active interest in your business?
What Is Your “Pitch”
Positioning. What we hope to "be" in our audiences' minds, compared to
other companies
Purpose. What we are in business to do
Mission. Beyond the economics, why it is worth doing
Composition. How we are best seen to be structured to achieve our purpose
Culture. The distinctive shared behaviors that best support our common
purpose and mission
Personality. Our chosen style and manner
Doyle Buehler Strategic Consulting Proposal
Assessment
Customer Identification
Customer Insights
What are your customers ‘telling’ you?
Stakeholders interest
Are there additional stakeholders that help you define your brand?
Environmental Scan
What does your environment look like?
i. Categories/Type of Business
ii. Philosophy or Value Statement
iii. Range of Services
iv. Key Target Market
v. Fees & Charges
vi. Taglines & Messages
vii. Call To Action
viii. Promotional Mix
Doyle Buehler Strategic Consulting Proposal
Customer Personas
List out your customer personas
Customer Surveys
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Perceptions
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Demographic
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Sample Questions
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Findings
Doyle Buehler Strategic Consulting Proposal
Expression
Your Visual Guide
Logo
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Logo Identity
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Logo Taglines
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Logo Size
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Logo Channels
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Logo Configurations & Positioning
Colour Palette
i.
Primary Colours
ii.
Secondary Colours
Typography
 Main Font
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Body Copy
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Sub Headings
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Headings
Doyle Buehler Strategic Consulting Proposal
Graphic Devices & Icons
Co Branding
Your Branding Extensions
Now is the time to get your message out there. How do you reach the people
you want to influence? Choose the right tools! Use your marketing collateral to
promote the look, feel and style of your personal brand. Evaluate your touch
points to check whether they reflect this. These include your:
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Profile
Portfolio
Biography
Press kit
Cover letter
Social media profiles
Recommendations and referrals
Success stories
PR
Domains
Website
Email accounts and signature
Phone message
Texting
Pictures
Events
Office environment
Personal style: grooming, clothing, posture, communication style
Forum manner – on and offline
Networking associations
Where will you demonstrate your brand presence?
Doyle Buehler Strategic Consulting Proposal
Putting Your Branding Into Practice – Social Media
Branding – Social Media What visual channels will you utilize your
branding? How? What is your branding schedule?
Channels:
How will develop your ‘social’ brand:
Timings:
Content
Putting Your Branding Into Practice – Visuals
Branding – Visuals What visual channels will you utilize your branding?
Doyle Buehler Strategic Consulting Proposal
How? What is your branding schedule?
Channels:
How will develop your visual brand:
Timings:
Content
Putting Your Branding Into Practice – Video
Doyle Buehler Strategic Consulting Proposal
Branding – Video What video channels will you utilize your branding? How?
What is your branding schedule?
Channels:
How will develop your video brand:
Timings:
Content
Putting Your Branding Into Practice – Other Channels
Branding – Other Channels What visual channels will you utilize your
Doyle Buehler Strategic Consulting Proposal
branding? How? What is your branding schedule?
Channels:
How will develop your brand in these channels?
Timings:
Content
Doyle Buehler Strategic Consulting Proposal