Friday, September 18, 2015
Top Real Estate Coaches Trainers Orange County CA
Top Real Estate Coaches and Trainers Orange County CA
Thursday, September 17, 2015
Creating A Brand Story
What is a brand without a story? A boring or indifferent brand. And what is a story that is never told? Lost and sad.
Storytelling is a crucial and indispensable component in branding and content marketing. Story production is part of the strategic planning of how to get a brand to find and resonate with audiences.
Reasons Why Brands Fail to Tell Their Story
- They do not see their story.
- They do not believe that their story is important to tell.
- They do not believe that anyone will find their story interesting.
- They tell their story in a complicated manner or contend that their story is too complicated to be told.
- They are telling the wrong story to the right audience or the right story to the wrong audience.
- They do not now how to tell their story.
Getting It Right
When a brand can tell their story effectively, many magical things begin to occur. Inside the brand, as well as outside with their audiences. People connect with and are consumed by genuine and engaging stories.
"Certainly, content marketing presents a good framework for delivering valuable information to audiences and tacitly reinforcing companies' value to them in the process. However, it can be incredibly difficult for organizations to move away from selling features and price and instead focusing on the softer sell (or even no-sell) of creating a compelling and engaging tale that conveys why your consumer should buy, read, engage with your brand. That can be the real genius of content marketing. There is no denying the impact of content that captures the attention of an audience and genuinely engages them." - Inc.
Stories Are Not An End-All
Admittedly, telling your story can become a distraction. The purpose of your brand's story is not to become an all-consuming effort. It is not the end-all and complete solution to your goals and challenges in marketing and sales.
Stories are important, but so are many other factors in branding and marketing.
_________
Edwin Dearborn is the author of Power Branding Secrets.
Wednesday, September 16, 2015
What is Branding?
What is Branding? So, let’s define the term branding.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin
“A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” – American Marketing Association
“The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” - David Ogilvy
“A brand is essentially a container for a customer’s complete experience with the product or company.” - Sergio Zyman
“The art of differentiation.” - David Brier
“Your Brand is Your Personality.” – Bloomberg BusinessWeek
“Your distinctive, indispensable attributes and value.” – Edwin Dearborn
The word “brand” comes from the Germanic root biernan, meaning, "burn." In commercial-market branding, it is all about product and service attributes that make a lasting impression in a consumer’s mind.
Among all these definitions, you may now have a clearer understanding of what a brand is, and what corporate America refers to when speaking about “branding.” As we look at the various integral factors that go into a brand, we can see that it goes way beyond logos and taglines. Yet, when most people speak about their branding they refer only to their logo, tagline and packaging, or to promotional items that feature their logo.
Breaking Down My Definition Further:
“Your Distinctive, Indispensable Attributes and Value.”
Distinctive - “Characteristic of one person or thing, and so serving to distinguish it from others.” n other words, what makes up your character? What are your core beliefs and personal ethos? Your personal or business brand must reflect what is genuinely characteristic about you, in that it clearly distinguishes you apart from others.
Indispensable – “1. Absolutely necessary; essential. 2. Incapable of being disregarded or neglected. 3. A person or thing that is indispensable.” A great brand is something or someone that is considered a “must be associated with, and/or obtained.” In someone’s life, possessing this brand has to be essential to their survival or quality of life in their estimation.
Attributes – “1. A quality or feature regarded as a characteristic or inherent part of something or someone. 2. Something used as a symbol of a particular person, office or status.” For example, brands are often defined by a logo (Apple, Starbucks), a certain color (Tiffany & Co.) or even a distinctive sound (Harley-Davidson), among other ways.
Value – “1. The importance, worth, or usefulness of something. 2. Consider someone or something to be important or beneficial; have a high opinion of. 3. Monetary worth of something or someone.” Value is a term often abused by branding professionals and marketers, but the essence of value is the importance people place on something or someone. (More on Value in a later chapter) Your own value is directly proportional to how important you are in the lives of others.
Learn more about branding by purchasing my book, Power Branding Secrets.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin
“A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” – American Marketing Association
“The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” - David Ogilvy
“A brand is essentially a container for a customer’s complete experience with the product or company.” - Sergio Zyman
“The art of differentiation.” - David Brier
“Your Brand is Your Personality.” – Bloomberg BusinessWeek
“Your distinctive, indispensable attributes and value.” – Edwin Dearborn
The word “brand” comes from the Germanic root biernan, meaning, "burn." In commercial-market branding, it is all about product and service attributes that make a lasting impression in a consumer’s mind.
Among all these definitions, you may now have a clearer understanding of what a brand is, and what corporate America refers to when speaking about “branding.” As we look at the various integral factors that go into a brand, we can see that it goes way beyond logos and taglines. Yet, when most people speak about their branding they refer only to their logo, tagline and packaging, or to promotional items that feature their logo.
Breaking Down My Definition Further:
“Your Distinctive, Indispensable Attributes and Value.”
Distinctive - “Characteristic of one person or thing, and so serving to distinguish it from others.” n other words, what makes up your character? What are your core beliefs and personal ethos? Your personal or business brand must reflect what is genuinely characteristic about you, in that it clearly distinguishes you apart from others.
Indispensable – “1. Absolutely necessary; essential. 2. Incapable of being disregarded or neglected. 3. A person or thing that is indispensable.” A great brand is something or someone that is considered a “must be associated with, and/or obtained.” In someone’s life, possessing this brand has to be essential to their survival or quality of life in their estimation.
Attributes – “1. A quality or feature regarded as a characteristic or inherent part of something or someone. 2. Something used as a symbol of a particular person, office or status.” For example, brands are often defined by a logo (Apple, Starbucks), a certain color (Tiffany & Co.) or even a distinctive sound (Harley-Davidson), among other ways.
Value – “1. The importance, worth, or usefulness of something. 2. Consider someone or something to be important or beneficial; have a high opinion of. 3. Monetary worth of something or someone.” Value is a term often abused by branding professionals and marketers, but the essence of value is the importance people place on something or someone. (More on Value in a later chapter) Your own value is directly proportional to how important you are in the lives of others.
Learn more about branding by purchasing my book, Power Branding Secrets.
Monday, September 14, 2015
Video Marketing Expert | Online Video SEO Expert | Orange County & Los Angeles
http://www.powerbrandingsecrets.com
Edwin Dearborn is the author of the Amazon bestselling, "Power Branding Secrets." In addition to his book, Edwin is a leading information resource dedicated to the growth and use of digital video marketing, branding, content marketing, social media, search, online video SEO, and internet marketing.
In addition, Edwin and is a web video marketing expert and video SEO expert. Edwin as worked on digital-video initiatives with several major brands around the globe. He is a leading video seo expert and YouTube video marketing expert within the digital video and search industries and has had the pleasure of speaking at many conferences and workshops.
Edwin has lead innovative digital marketing solutions developed for brands both large and small, including: SEO, PPC, video SEO, video marketing, and local marketing.
Some of the areas that Edwin has helped his clients as a video marketing expert are:
Dentist video marketing
Real Estate video marketing
Restaurant video marketing
Local video marketing
Small business video marketing
Life Coach video marketing
YouTube video marketing
Video Marketing Expert | Online Video SEO Expert | Orange County & Los Angeles
Digital Marketing Orange County CA: Free Marketing Checklist
For a brand to shine and rise above the noise, it is necessary to establish a base of "must have" marketing properties in place, as well as have their strategies deployed. Ambitious brands grow because they take care of and manage their branding details and marketing & sales processes.
Here is a checklist of items that one must have in place as one's branding and marketing basics.
- Mobile responsive website.
- Social channels set up, professionally designed, and optimized.
- Reputation management. I suggest you use LimeLight Spark.
- PR management and the use of press releases.
- Paid advertising. This could be Google Adwords, Facebook ads, YouTube ads, magazine ads, newspaper ads, etc.
- Videos. These can be "how to" videos, branding videos, as well as in-depth video interviews of principals and customers.
- Sales brochures, materials, and decks.
- White papers and case studies.
- Lead pages and autoresponders.
- Email marketing.
- Seminars and webinars. Webinars can be done with Google Hangouts or Blab for no cost.
- Training manuals, courses, and documented processes for marketing, sales, and customer service personnel.
While there is so much more that can be done to market a brand, these are the "must have" properties and actions.
_________
Edwin Dearborn is the author of Power Branding Secrets.
Monday, September 7, 2015
Content Marketing Agency Orange County CA: Important Insights
In the high-pressure world of sales and quarterly earnings, it can be tough to see changes as they are occurring. Particularly when those changes are rapid, significant, as well as counter-intuitive to your education and protocol.
How audiences select and purchase a brand has seen a significant change and shift in power. Google refers to this as the "Zero Moment of Truth" or ZMOT.
Understanding the ZMOT
The ZMOT is not a term that most CMO's, startups or business owners are familiar with - even though Google announced this important moment back in 2011. What the ZMOT refers to is how consumers are determining which brand to select, with almost no influence from the brand's advertising and marketing efforts.
While most brands are expending the majority of their marketing budget at the "Stimulus" stage, this is only the beginning of a complex buyer journey.
"The most valuable forms of marketing are consumed voluntarily." - Seth Godin
In other words, most brands are not following Mr. Godin's advice and ensuring that "valuable forms of marketing" exists to be in queue at the right time, and in the right place, for the consumer to locate.
The Content Marketing Blind Spot
Major corporations are still getting this wrong, so do no fret. Let's look more into what occurs at the ZMOT.
It is as the ZMOT where the majority of purchase decisions are being made. The point where the majority of brands are blind and scrambling to understand. Moreover, even when the light begins to dawn they find it difficult to develop a content marketing strategy to fulfill their audience's needs.
And this is where the content marketing blind spot, as well as opportunity, exists. Slow and obtuse brands will die because of it and fast-thinking and opportunistic brands will grow because of it.
The content that most influences those consumers is:
The content that most influences those consumers is:
- High organic rankings of mobile responsive websites where the contact data and address are readily available.
- Positive online reviews on Yelp, Google My Business, etc.
- Videos about the brand and/or products and services.
- Social signals from friends, family and influencers. Social signals are the positive mentions and buzz on social media.
When a brand lacks these factors, they are in fact non-existent to the majority of online consumers.
Content Management and the ZMOT
Content management (CM) is traditionally referred to how a brand creates and manages their content internally. But as the world is shifting, CM will have to extend its thoughts and efforts to the ZMOT.
Brands will need to ensure that they are working with bloggers, YouTubers, industry media sources, and other influencers. The content they create about the brand has significant power to launch or kill a brand. They is no escaping these ZMOT players or their power. Embrace them in a natural tone - in a proactive manner - versus waiting to see "what happens." They carry much more influence at your customer's ZMOT.
Content intended to educate is difficult to connect to ROI. Positive, genuine reviews can be difficult to manage. Learning how to network with your social media audience still remains uncharted territory to Fortune 500 brands.
Where there is confusion and uncertainty exists opportunity.
_________
Edwin Dearborn is the author of Power Branding Secrets and is a marketing strategist that is leading ambitious brands to higher levels of profitability.
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