Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.
Overview: An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand. Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.
Instruction: Complete the following form to share the branding assets and information you currently have available for your business.
These are the forms you use primarily for business communications
Definition: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients and partners .
Overview: Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service or brand. Marketing is based on thinking about the business in terms of customer needs and their satisfaction.
Marketing differs from selling because selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs. In other words, marketing has less to do with getting customers to pay for your product—it’s all about developing a demand for that product and fulfilling the customer's needs.
Instruction: Complete the following form to share the marketing assets and information you currently have available for your business.
Please share samples of the marketing materials your business has utilized.
Definition: To call the public's attention to your business, usually for the purpose of selling products or services, through the use of various forms of media, such as print, broadcast, outdoor or online.
Overview: Advertising is how a company encourages people to buy their products, services or ideas. An advertisement (or "ad" for short) is anything that draws good attention towards these things. Ads appear on television, as well as radio, newspapers, magazines and as billboards in streets and cities. They try to get people to buy their products, by showing them the good rather than bad of their products.
Advertisers influence our identity by making ads using techniques to grab people's attention. For example, to make a burger look tasty in advertising, it may be painted with brown food colors, sprayed with waterproofing to prevent it from going soggy and sesame seeds may be super-glued in place and/or dotted with super-glued sesame seeds. Advertising can bring new customers and more sales for the business. It can be expensive, but it can help a business make more money.
Instruction: Complete the following form to share the advertising assets and information you currently have available for your business.
Please share examples of the advertising your company has utilized.
Please share examples of the outdoor advertising your company has utilized.
Please share examples of the television advertising your company has utilized. (MP4 or MOV preferred)
Please share examples of the radio advertising your business has utilized.
Please share examples of the online advertising your business has utilized.
Definition: The realization of a concept, idea, model, plan or convention which influences and guides the construction of an object or a system of communication, sometimes used as a synonym for graphic design.
Overview: Design, as it pertains to your business, encompasses the layout and visual representation of your brand and branding materials in the marketplace. Whether you’re online, in print, outdoor or TV, the presentation of your assets needs to be as strong as the messaging within, and that’s where design comes in. A clean, catchy design first captures a customer’s attention then compels them to engage.
With today’s marketplace expanding in endless directions, design can take many forms. Your website, your logo, your print ads, your sales materials—everything needs a crisp, cohesive design that complements your brand’s promise and stays on top of current trends and technologies to stand out in the present and in the future.
Instruction: Complete the following form to share the design assets and information you currently have available for your business.
Please provide links to or upload files of sample design your business has utilized.
Definition: A general term used to describe a global network of computers used to transmit information. The most familiar aspect of the Internet is the World Wide Web, which consists of various interlinked websites.
Overview: The Internet age isn’t coming—it’s here. Every company has a website, and every consumer knows how to access it. This global network of computers is very much a “web,” capturing and transmitting data anywhere in the world.
With the ubiquity of the Internet comes a responsibility for your business. You have to look good online, and you need to make everything available for your customers where they want it, when they want it across a variety of platforms, including computers, phones and tablets.
Instruction: Complete the following form to share the Internet assets and information you currently have available for your business.
Do you have a blog covering your general business? Insert the online address here.
Does your business use Google Analytics to monitor your web site traffic?
If your business utilizes Google Analytics to monitor this website traffic, please export a report for the last 12 months to upload.
Do you sell products online? Please paste a link below to your online store.
Any other web address for your main business? If so, include it here.
Do you have a main website for your business? Insert the online address here.
Do you sell products online from a second website? Please paste a link below to this online store.
Any other web address for your main business. If so, include it here.
Do you sell products online from a third website? Please paste a link below to this online store.
Please list all of the domain names you currently own for your company or your products.
Do you want to share anything else about how you use the Internet for your business?
Definition: People using content and technology to communicate within a social network.
Overview: Social media is more than just Facebook, Twitter or LinkedIn. It encompasses the people and the online communities they create, representing an actively growing, shifting and engaging network of real people communicating in real ways.
But just as social media presents an opportunity for your business to reach new hands in new places, it also brings a responsibility for your organization and its employees to act professionally and to represent your brand’s best interest at all times. There’s opportunity with social media, but there’s also risk. Knowing how to balance the two is the difference between a strong social media strategy and one that does more harm than good.
Instruction: Complete the following form to share the social media assets and information you currently have available for your business.
Please share the link to your Facebook Business page.
Please share the link to your Facebook Group.
Please share the link to your Twitter profile.
Please share the link to your YouTube channel.
Please share the link to your Google+ profile.
Please share the link to your Google Place.
Please share the link to your Google Business profile.
Please share the link to your LinkedIn Company profile.
Please share the link to your LinkedIn Group.
Have you ever used Glassdoor to examine/manage employee reviews of your business? Please share the link to your company profile.
Do you use Monster.com to recruit people for your business? Please share the link to your company profile.
Please share the link to your Instagram profile.
Please share the link to your SnapChat profile.
Please share the link to your Periscope profile.
Please share the link to your Vine channel.
Please share the link to your Pinterest profile.
Please share the link to your Yelp profile.
Please include a link to another social media profile
Definition: Media and content that uses a combination of different content forms, including a combination of text, audio, still images, animation, video or interactivity.
Overview: Multimedia combines multiple forms of content, creating one tidy, information-laden package. In its simplest form, multimedia combines two or more content forms—a video with a text overlay and an audio narration would represent one common example of a multimedia asset. With the emergence of new technologies and new platforms to utilize them on, multimedia is becoming increasingly widespread.
With this comes the integration of multimedia content across these multiple platforms. You have a video, but where do you share it? Your audio sounds great, but which footage best complements it and supports your branding? Choosing the proper forms of content and combining them in the right way in the right places can provide a huge boost to your business.
Instruction: Complete the following form to share the multimedia assets and information you currently have available for your business.
Please share a link to an example of a video your business has utilized.
Please upload an example of a video your business has utilized. (MOV or MP4 preferred).
Please share a link to an example of a audio your business has utilized. (MP3 preferred).
Please upload an example of a audio your business has utilized. (MP3 preferred).
If you've used other kinds of multimedia tools in your business, please share them here.
Definition: Communication management that makes use of the public eye and other nonpaid forms of promotion to influence the feelings, opinions, or beliefs about a company and/or its products or services.
Overview: Public Relations is the work that brings your product, service, message or mission into the public eye. It is differentiated from advertising in that it does not involve paid media. Rather, coverage is achieved by contacting key media authorities in specific, targeted regions and spaces, where you can then present your brand how you want it to the people who should see it. This is often accomplished through press releases or media kits which describe what your business currently has to offer.
More than just the pitch, though, public relations also describes the maintenance of a positive public image. By putting your most relevant and heartwarming work in the public eye, you can create and maintain a positive brand perception. All of this work—from pitch to positive management—falls under the umbrella of public relations.
Instruction: Complete the following form to share the public relations assets and information you currently have available for your business.
Share any public relations materials you've produced in the past.
Please share an example of public relations the business has utilized. (JPG, DOC or PDF preferred).
Definition: A happening, a planned public occasion either arranged or attended by your business.
Overview: In business, events work as sales funnels, think sessions, educational conventions and more. Whether you’re arranging or attending a business event, you can promote your brand and cultivate a strong positive public image through networking and event participation.
Often utilizing multimedia, advertising and public relations together, an event is where all your efforts can come together and make a face-to-face impression with your target audience. This involves significant planning, research and thoughtful execution, but the payoff can be immense in the form of new sales or an improved public persona.
Instruction: Complete the following form to share the event assets and information you currently have available for your business.
Please upload samples of any event collateral your business has utilized.
Please upload an example of event collateral or promotion your business has utilized.
Definition: Any of a number of activities designed to promote customer purchase of a product or service.
Overview: Whether face-to-face, over the phone, through email or direct mail, sales encompasses everything you do—from start to finish—to bring your product or service to a customer. Usually, this occurs in stages, beginning with research and assessments, proceeding with a pitch or presentation and ending—if you’re successful—with product delivery to a consumer.
With sales, your business generates revenue and customers who can then influence your mission, leading you closer to or further from your goals. Deliver the right products to the right people in the right way, and they’ll help you flourish. Sales have always kept the lights on, and this holds as true as ever in today’s online world.
Instruction: Complete the following form to share the sales assets and information you currently have available for your business.
Direct sales are sales where the person you're transacting with is likely the person using them.
Indirect sales are sales conducted by people who are not direct employees of your business.
Please upload examples of sales related collateral and promotions. (JPG and PDF preferred)