Learn the Brand benefits of transmedia storytelling

In marketing, “storytelling” is a trendy buzzword. Marketers have often proclaimed the benefits of placing much of their advertising-driven focus on telling a compelling “story,” but what is actually represented by the story itself may be a bit hazy. That’s where the marketers at your favorite marketing agency in Orlando come in – we’ll help you paint a clearer picture of how a viable story might help you to provide positive support and reinforcement for your message.

Before the digital revolution, brand storytelling meant something very specific. In particular, it applied to the types of stories we share with one other, in both formal and informal settings, often containing an overarching narrative – including protagonists, antagonists, and the like.

With the ever-present and constantly changing advent of emerging technology, storytelling has taken on a brand new connotation (pun intended). Sometimes called transmedia storytelling, these are, from a broad perspective, the stories about your brand as told through the use of social media, design and other elements that help give people the entire picture of what your brand is all about. Additionally, every image or bit of copy itself can also tell a story. Even Google’s “Don’t be evil” slogan gives us a pretty solid example of how the brand strives to present itself – abiding by the belief that a company that does good things for the world might be forced to forego some short-term goals.

[quote]These days, storytelling isn’t limited to the words on the page.[/quote] Let’s take a look at how we can apply storytelling in a variety of business facets:

Storytelling in copywriting: “Just do it.” “Think different.” “Got milk?” Each of these copywriting examples represents a widely-known slogan. In just a few short words, the copywriters responsible for these taglines are able to tell fantastic stories about their business. But it doesn’t stop here. Content through longer-form text and via social media are both excellent avenues to deliver stories out into the world.

Storytelling in imagery: Images are effective because they truly resonate with people, transporting them to the locale that they see in the visual. Make an impact on your audience by relying on impactful visuals to tell these stories.

Storytelling in web design: Does the design layout of your website accurately depict who you are as a brand? Cutting-edge companies often have interesting websites that also reflect these values, whereas simple brands will employ more simplistic websites to reflect the mission of the business.

Storytelling in user experience: Beyond simply website or mobile app design, this scenario poses the question of whether the user’s experience across platforms is consistent with your brand story. For instance, if you advertise excellent customer service, then your user experience can aptly highlight this feature by allowing ease of navigation of your apps, as well as features that place the customer at the center of the experience.

Storytelling in sales: People are much more engaged with stories than with hard facts. Use interesting stories in your sales decks and presentation in order to help highlight your business’s strengths and create a feeling of “relatability” within your audience.

Storytelling in corporate culture: To at least some extent, your company’s people are the living and breathing representations of your story. Think of corporations like Google and Apple, both of which lean on their unique corporate cultures as the heart of how they do business. As an organization, who are you are, where you come from, and why you do what you do often makes for a very compelling story.

Storytelling in customer service: For Zappos, customer service IS the story. Zappos employees will stay on the phone with customers for 8 hours or longer just to fulfill the high customer service expectations set forth for and by customers. And, Zappos’ customer service commitment actually inspired an entire book called Delivering Happiness: A Path to Profits, Passion, and Purpose, which essentially contains a collection of stories the culminate in the overall Zappos brand story.

If you’re not focusing on your brand’s story in all areas of your business, maybe it’s time to shift the paradigm – to begin thinking about how your great tale might best be told. Our Florida marketing agency can help you find and focus on a brand story worth sharing with your customers. Contact us today to let us help you refine your approach, and develop strategies to create a library of success stories!

Leveraging LinkedIn for Leadership, and What You Need to Know

If you’re looking to grow your business, one of the best things you can do is to focus on your personal brand. But, if you’re like many people I know, you’re probably asking: where do I begin?

Well, as a leader here at BIGEYE’s Florida ad agency, I am committed to staying active in the community, and more importantly, I know that most people in my field and community are on LinkedIn. Right now, 300 million people are on LinkedIn, and those people come from 150+ industries and represent more than 3 million companies.

But, as we all know, we don’t tend to get a lot of jobs from LinkedIn alone. Getting jobs and clients is all about networking. Good thing LinkedIn knows that too, and strives to emphasize that the site is not just about trying to help you find a job through it’s electronic database, but is also about helping grow business development opportunities through your personal connections.

Therefore, if you want to solidify yourself as a professional in your space, it’s pertinent to have a presence on LinkedIn. But that’s the bare minimum. If you truly want to shine, you can use LinkedIn as part of your personal branding process, using it to display portfolio projects, to help improve your search rankings and to blog about topics related to your business.

For people interested in working with you for the first time, LinkedIn serves as your “elevator pitch” or value proposition. So, it’s important to treat it like one. If you have only a listing of past job titles and a bare minimum profile, you better have an excellent offline reputation or else people won’t know (or care) much about you when they read your profile.

With LinkedIn, the power of the technology is in the scale. If you were once sending newsletters to only your clients, you can now post them to LinkedIn for the world to see. In this way, LinkedIn can be a strong resource for helping you to build visibility in your chosen field. By blogging to LinkedIn, you have a built-in network of people who will see and read your content, which will help to build visibility for you and your business.

If you’re looking to build a strong professional reputation in your space via LinkedIn, make sure you use relevant keywords on your profile so people can find you. You never know when someone might search “hotel expert Orlando.” It’s in your best interest to make sure you’ve populated your LinkedIn profile with the right keywords to ensure your name comes up first.

Also, think about your photo. Does it tell people who you are, or is it just something you Instagrammed two years ago? Getting a professional headshot helps to solidify your place as a pro, and as we all know, first impressions count. Make the best one by presenting your best self in the digital space. But don’t feel like you have a wear a suit in your photo if your job rarely calls for one.

While brevity is important, LinkedIn is a place to highlight your accomplishments. You don’t have to brag, but it is important to build a strong presence by differentiating yourself from the norm. Post those items that impress the people around you. [quote]With all of your hard work, you’ve earned the right to showcase you expertise.[/quote]

If you haven’t been using LinkedIn as a way to convey your personal brand, now is the time. At our Orlando marketing agency, we know it is becoming more and more important to make sure that your digital footprint reflects your capabilities. Luckily, LinkedIn lets you be in control of that. So put it all up there: classes, past speaking engagements, Keynote decks, accomplishments and thought leadership blogs, and make sure that your online elevator pitch is the kind that makes people want to stay with you on that elevator – because they know it’s headed directly to the top.

3 Questions to Ask When Creating Brand Preference in Moms

For marketers who are aimed at creating brand preference in moms, it is useful to take a look at the brand itself. You want to attract the right types of moms for the brand, as attracting the wrong type can lead to dilution of brand value. Look at what your brand has to offer the mom market, and then embellish those qualities that allow it to stand out amongst competitors by asking a few key questions:

1. Is our brand memorable?

Though the brand doesn’t necessarily need to be in a mom’s face at all times, she does need exposure to the brand and needs ways to be able to find it when needed. In this era, being able to find the brand means that she can find it in the store, using Google, on Amazon, or social media sites.[quote]The harder it is to instill the brand into one’s memory, the harder it will be for brands to generate loyalty in their targets.[/quote] In order to help make the brand memorable, it’s essential to go to the platforms where moms are sharing information with one another in order to leave a lasting impression.

2. Is our brand meaningful?

Whether it’s enjoying a meal together at Olive Garden or walking through the mall in attention-getting Gucci shades, the brands that have positive impacts on the target’s lives are the ones that will succeed in creating preference. Without meaning, there’s no difference between buying Huggies and buying store brand diapers; but many moms are more apt to go for the Huggies because of their variety of facets, such as age-appropriate diapers, that help ease the frustrations of changing diapers. Huggies have made a connection point not only in their marketing, but also in their appeal to make the lives of women easier.

3. Is our brand likable?

Brand marketers should work to ensure that their brands are in line with the desires of mothers. A brand with a tough edge can open up it’s market to the modern mom by softening up, portraying the brand as likeable and fun. The brand marketer should embellish the aspects of their products that make moms’ lives easier, more exciting and more fulfilled. A company that sells necessities for children can better reach moms by bundling items such as diapers and baby wipes. Also, with new developments in big data, it’s easy to monitor what your users are saying about your products on Facebook, Twitter, Pinterest and other social media outlets. Make sure that you are listening to the conversation, engaging your audience and taking quick action to resolving any problems that may arise.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact our team today! We’ll share strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.

Three Personal Branding Tips To Inspire Your Branding

It hits all of us at some point – the latent feeling that we’re missing something, lacking inspiration in the work that we’re doing. Maybe it’s because we spent all night up with our sick children, or it might be because we’re burned out on the day-to-day minutia of running a successful business. Even though these moments are unavoidable, there are numerous things people can do to help boost inspiration in moments when it might not seem so easy.

The ideas I’m about to share not only apply to finding inspiration in business, but also to finding inspiration in everyday life. The goal should be to put your mind at ease, because as you will learn, the most creative, logical solutions often come when we’re relaxed, at ease and inspired. If you’re feeling a bit bogged down in your work or life, follow these personal branding tips from our Orlando marketing agency to help add a bit of extra positivity and inspiration to your world.

1. Create a Mood Board

A mood board is your own personal art project, and it’s really easy to create one. I typically use corkboard, but some people may find that using tape and a piece of cardboard works better. Use this as a guide, and post only things that speak to you and inspire you. If you’re designing one for your business, use it to add images, textures and articles that speak to the brand you aspire your business to become. If you’re designing it for yourself, find things you love and add them to the mood board to help develop a sense of who you are as a person.[quote]There’s no right way to create a mood board — it’s all about how you feel in the moment.[/quote]

Creating a mood board can be cathartic, and going forward, it can offer you a moment of zen when hurrying through an otherwise busy world. Keep it by your desk, and look at it each time you find yourself drifting off. Simply adding an image of a beautiful sunset can remind you of your inspiration to work long hours so you can enjoy that upcoming vacation you’ve planned.

2. Explore Your Surroundings

You’ve probably heard this advice before, but it’s always worth repeating. By taking a stroll to explore your surroundings, ideally though a setting in which you are in touch with nature, you have time to clear your mind and focus on the present, a practice called mindfulness. Rather than thinking about that next deadline or project, instead take time to focus on your breathing and enjoy the aromas of the world around you. This type of relaxation can be a great way to stimulate creative thinking.

3. Have a Healthy Snack

If you haven’t been eating right, then you’re certain to crash at some point. [quote]This can lead to a lack of inspiration or, even worse, severe headaches or crankiness.[/quote] Rather than going for the candy bar, coffee or energy drink, instead try munching on nuts or fresh fruit. It’s all the good stuff with a lot less of the bad, which can help you feel better, have more energy, and help you sort out your thoughts as well. Try to make this a daily, lifelong habit, as people who eat and live healthy tend to be more relaxed, calm and focused, which can do wonders for your both your personal life and your business life.

Following these tips from our Florida ad agency can help you relax, allowing you to unleash maximum potential for your business and your life. Contact us today for more personal branding expertise!

Branding Strategy Tips That Make an Awesome Impression

If you have any sort of introverted qualities, you probably understand that it can take quite a bit of work to muster up the courage and energy to take that first meeting or introduce yourself to someone new. According to the team at our Florida advertising agency, the first impression you make on a person is the first impression they will carry with them for the rest of their lives. So, if you want to make it anywhere in the business world, that first impression has to be a good one.
Luckily, I’ve learned to beat that introversion, and you can too. All it takes is a little bit of practice and as much confidence as you can muster, using a few of our recommended branding strategy tips that make an awesome impression:

Tip 1: Address Your Appearance

You might be the best tech entrepreneur in the world, but no one is going to know that if you don’t look the part. Get a haircut, trim that beard and wear your nicest jacket if you want to leave a strong impression. While there are exceptions to this rule (think of Mark Zuckerburg and his infamous hoodie), wait until you’re already at that level until you decide you can start dressing down. Looking like a million bucks will also help you feel like a million bucks, so don’t be afraid to splurge just a little in the name of good style.

Tip 2: Stand Up Straight

Years of sitting in front of a computer may have left you with an awkward slouch. Make a conscious effort to stand up straight. Doing this will not only make you look more confident, but will psychologically make you feel more confident as well. Along the same lines, be conscious of your actions and try to avoid fidgeting, as this comes across as anxious and excitable.

Tip 3: Get a Good Night’s Sleep

You ever have any of those days where you’re sitting in a meeting and you started dozing off because you’d been working until 2 a.m. the night before? In our culture, we’re taught to value hard work, but that doesn’t mean you can’t sleep and can expect to get through the day on coffee and M&Ms. Getting a good night’s sleep will give you a clear head, which will keep you bright eyed for your important meeting with the person who might just hold the key to your future.

Tip 4: Smile and Make Eye Contact

Smiling is another one of those psychological tricks a person can pull to make himself or herself and those around him or her feel better.[quote]Even if you have to force it at first, the act of a smile can help trick the mind into establishing feeling of happiness.[/quote] Also, making eye contact establishes rapport, and excellent rapport is ultimately the key to leaving a great first impression.

Tip 5: To Leave a Lasting Impression, Always Follow Up

This is by far the easiest thing a person can do. You had a great meeting, so within less than 24-hours, make sure you’re still on the person’s radar by shooting a quick note to thank the person for their time. It’s as easy as pie, right? But you’d be surprised how many people neglect to take this vital step.

For more ideas on how to impress those around you, contact us today to be wow’d!

Six Ways You Should Revamp Your Personal Brand in 2014

Here at BIGEYE’s Florida ad agency, we spend a lot of time working with brands to help them define their voice and vision. We strategize every day, with the goal of implementing ideas and technologies that help connect brands with their audiences. But as the year begins, we think it’s important to remind our readers that there’s one brand that also takes time to cultivate and grow: your personal brand.

As we resolve to improve ourselves in 2014, it will make sense for many of us to reevaluate our personal brand: the message we put out there in the world about ourselves. Every day, through each of our interactions, we tell stories of who we are as people, and through these interactions, our audiences – everyone from family members to casual acquaintances – decide how and why they should want to work with us.

Here are a few tips to help you revamp and grow your personal brand in 2014:

1. Do a Brand Brief – For Yourself

BIGEYE consistently develops brand briefs for our clients, but did you know that you can also use this idea to help brand yourself? Doing a brand brief for yourself helps you to think critically about your own vision and mission: who you are, what you represent and what that means as part of the bigger picture.

2. Get Social

People who aren’t using social media are at a distinct disadvantage behind competitors. Social media offers an easy way to stay connected with people, and to share content that friends, business associates and acquaintances may find interesting. People who don’t feel comfortable posting personal information online can use social media in a purely professional context. Those considering taking that route might start with LinkedIn, which also allows users to connect through networking groups and by sharing interesting content.

3. Create Cohesion Across Channels

This is a simple marketing idea that also applies to individuals.[quote]People recognize brands because they recognize the brand voice and imagery, be it logos or other elements of design.[/quote] By making sure your personal letterhead matches your email signature and Twitter handle, you’re effectively branding yourself across channels in much the way a big brand like Nike or Pepsi does on a continuous basis.

4. Keep In Contact

The major reason brands send promotional emails at regular intervals is because they are extremely effective in helping them to retain customers. Therefore, sending out a monthly email newsletter with updates about various projects may help keep your personal brand in the forefront of peoples’ minds. However, if the newsletter email route doesn’t seem to work for you, try instead setting aside time each week to send out personal emails to old friends and colleagues.

5. Make Time For Others

With only so much time in the day, it can be compelling to spend more time working and less time meeting in person for lunch or coffee. However, taking the time to meet with old colleagues and acquaintances is a great way to keep up the networking mojo – and consequently, to help improve your brand.

6. Improve Your Business Mind

Investing some time and money into career improvement is a great way to help strengthen your personal brand. Taking online or in-person courses through companies like Coursera, Skillshare and General Assembly is an excellent way to help improve your personal brand.

With these personal branding tips, you can be sure that 2014 will be your best career year yet.