Creating Online Brand Identity 3
With those really life samples in mind let's take a look at how you can create a brand identity online with a few guidelines and rules and one of the first one is to identify your core message and you have to know what your why is one of my favorite authors simon cynic who also doesn't of famous ted talk talks about people don't buy what you do they buy why you do it so that's, why you why you why is so important and he's got a book called start with why if you're interested in that andi is also done like I say he's done a great ted talk so people don't by what you do they buy why you do it so that's why you have to bring that part of your personality and your branding into it a couple of other guidelines and rules for that so identify your core branding message you're why I talk about my son who plays baseball a lot because I, you know, part of my messages freedom and flexibility that video could bring you and because I'm able to make my own schedule and, you know, create videos that ...
do the work well, I'm out I can follow my son all over the east coast while he plays baseball and spend this time with them that you know, we can't get that back so that's kind of my wife and everyone has obviously their own why so identify your core branding message and don't be afraid to share it decide on a distinct attitude look feel and tone my little acronym is laughed for your brand look attitude field tone that's things like colors visual aspects of a brand fonts style design on dh again that goes back to you know your website is your home and your headquarters and your brand on the web so that's a place where you really want to start and make it pop and make sure represent your brand so you got to think about things like that I mean I think it was tony yesterday asked look at this lovely temp but it's like I I purchased this template on purpose because I liked the the branding and just the way it looked in the way of pop so it's not just black and white power point it's you know a template sub brand so I have main brand and then I have one of my sub francis is thie enlightened leader project which is really targeting corporate clients and I kind of feel like they kind of look good look different because the very different already I've got a general audience a lot of students and younger people and all kind of people and then I got the specific audience and that some brandy really has to look different so do I have a different left for that can I do for my main brand? I would say if it's a completely different company, I mean, obviously people have sometimes people have one or two or three businesses, but if there's a unifying team theme that ties them all together, then you should probably put them under one umbrella and say, you might say corporate clients go here and private clients or something go there. So if you feel like there's a unifying theme that ties your whole brand together, you could include them all at once. Otherwise, you know, it's not unheard of to have two different websites are two different brands. Um, did you have anything to add to that? Because I have a website that I have to agree, I think when they're closely related, I always suggest two umbrella because there's a lot of cross pollination between it, even though you've got personal and corporate, you've got people working in corporate, you're still tapping into that if they know other people outside of the corporate world and that sort of stuff. Exactly. So if you do, you feel like there's, a very unifying theme, I would keep it together, and it also just makes it easier on the business owner I'm about simplicity, what do you have to separate brands is a lot of extra work to manage that and create those different fields and different attitudes and tones. If it's still you and you're really the umbrella, you're the brand and you have these other element's below it you're the brand, so keep it all consistent, it's more about recognizing you and and your expertise and your help. Thank you, that's. Really helpful. And, um, that's. Another question that comes up quite a lot for your brand. And even for your youtube channel. It's. Like, ok, should I call it the company? I should I call it my name and I usually default to say, well, I would call it your name because that's probably not going to change, even though the direction of your company or your initiatives may change. You know, michel, portal talkto us on monday. You know, you could go to michael port dot com and find his various initiatives and projects, even though you know he's known for book yourself solid, he does other things like who are public speaking and things like that. So so that's, the umbrella brand he's the brand or movie folios the brand and then they may have their initiatives under that. Does that make sense? Awesome move on, then create consistency across all platforms. Web video print social media I know very would agree with this one, too, because it's it's not that difficult to do again. If you have a color palette or sort of a branding guide, you can make sure that everything looks similar across all the different platforms because I've gone toe places where the youtube channel looks like this, and the website looks like that, and then you know what they post on facebook is totally different try and think about all of that as one big, grand and think of each video as we mentioned as an individual building block for your brand. So even though I did a goofy moses video and a goopy cecil b de mar on video and they're completely different, they still kind of building is the same brand of, you know, oh my god, this guy such a goofball. So, um, and then stay on message and be hyper focused and ultra clear with your video communications, and this is a tricky one, because as entrepreneurs, we have notoriously short attention spans, and we like to go from this that's the other thing. So when we think we're being repetitive that's, kind of when the brandon's really starting so you may be a little sick of your message, but your viewer is just maybe just now starting to get it and I think we've seen the statistic that it takes between seven and twenty one times for person to see a message before it starts to really register with them so that means in your videos you might have sort of a standard outro that you say every time that reinforces your brand so you know this is the war tone the online video guy follow me on twitter do this or that you know whatever that branding is make sure you're hammering at home and being hyper focused and then finally we went to this little earlier but allow your videos to be a natural extension of your personality and your brand and that goes for copy pacing music location obviously will may look at another video from evelyn from costa rica now she's selling a vacation property or inventing a vacation property in costa rica is very important that she's got that beautiful tropical location so she does her videos outdoors it wouldn't make sense to do them in an office so location can help your branding appearance what you wear all of that builds into your video brand so in order to say you know okay great that all sounds good I want to have a video brand how do I create it how do I build it and the way I approach it is again you know I love my liberation five piece of the five pillars of video branding so you have a worksheet with you in the audience and I believe you can also access it as one of the handouts and this is the meeting it from the back, the five pillows of video marketing worksheet nice, simple one sheet and it's going to help us to find our brand and our video brand because we're gonna go through purpose. Well, what does the video need to accomplish? What's the purpose of the video every video we create we want to think about that the premise, which is really the message, the script, the story, the platform, which is what type was style because we've looked at off camera videos and we've looked in on camera videos, so their different styles of video that you can choose promotion is how and where you will distribute your video. So we talked a little bit about because you're doing high school portrait ce that pinterest is very important because it's so visual and instagram so think about your platforms and finally the fifth one prophet how can you monetize your video, which we talk about in the next section so let's do a quick exercise and do this together and give the folks at home a chance too defined for yourself and I'm gonna ask you guys some of this so what does your video need to accomplish tony? It sounds like you have a pretty good start on this so what would you say if you're going to do one of those videos? The purpose of that would be the ultimate goal. Are you talking about the ultimate goal being due? I want people to sign up for my upton or scheduled an appointment or, you know, a fifteen minute consult with me that could be that could be the again for the individual video. So if you're talking about your welcome video, then perhaps that's the purpose of that particular video anybody else have a video that they're planning to do and want to tell us what the purpose would be just wanted. Teo the welcome video for my home page. My purpose is to get them topped in to join the community, to build a community, so I think that would best be served and sort of educating them on branding and understanding what that means in understanding how I can help them accomplish those perfect those things, I definitely want to go home page video and I there's all sorts of videos I'd love do I definitely want to do a suit to siri's of health tips? Because I think it relates to again the teenage everybody, really but the team needs, especially because I don't think that they're the healthiest eaters all the time, and I think when you think of having your picture taken, you want to look your best, you right? So all these things kind of tie in together, so I'd love to do that kind of excellent theory, right? Let's move on to premise, then, so the message script our story, and it sounds like a lot of guys wanted to welcome videos. So again, the message there is really too, you know, introduce yourself too, the viewer who's coming to your website, possibly for the first time tell them a little bit about what you do anybody want to chime in on that one on premise tony really quick I do and jumping somebody just did share something about the premise and what the video needs to accomplish. This guy said, I want my video to get people to sign up for my email lists, okay, um, and I actually saw a question that we had earlier with that is there any thing and particularly have thoughts about that? Yeah, and that's a good goal to have, because if you get them to sign up for your email list, you can continue the conversation offline and continue to engage them, maybe send them an auto responders series of e mails that follows up with them so that's a great way to go but I think the thing you have to remember and I think we touched upon us the other day is that you really have to give them an incentive to do that they have to either really like you but they have to know that they're going to get something of value that isn't just you know, another newsletter another easy so I would say to that to that viewer you know, make sure you have a compelling offer and that you do kind of put you brandon personality into it because they can connect with you and say I want more from that person good question tony premise so putting on the spot here that's okay, what I really want to convince people of is that if they really want to get out of there out of their own way the head space stuff is not where you can be the most effective you do need to identify you know what you're drawn towards but then you have to do the inner work work in the dialogue with the subconscious in order to really accelerate that and not I have two effort so much excellent okay, that makes perfect sense anybody else premises your message again? Your script, your story, your backstory mine would be I would want my listeners they're my followers to take what I'm things seriously and at least something so simple probably one of the first things I would say is if you do nothing else do this one thing you know for the next week until my next tip comes out right so it might be something like for me I would say take two tablespoons of chia seed a day can you need fat in your diet and you need healthy fat in your diet and so the word fat is not a bad word there's a lot of good things about it so cheesy being the ultimate that intake just two tablespoons of choosing I drink it with water I just put him out e don't want t good on mac and cheese you know I have to get it down so I just drink it anyway something like that, you know, so that they can follow it throughout the week perfect the next thing we look at them his platform and that's the style of video that you want to quit create and again for a welcome video on your home page you probably want to be on camera because you want to make that connection but obviously we've talked about a lot of different platforms from video scribe to video email tio adobe voice that we looked at yesterday where you could make those cool videos on the ipad does anybody have any ideas on what they might want to do it got it yeah I'm trying to figure out a recently um affordable way of turning my logo thiss character that monk doing character into a cartoon character with the monk dog and the monk mouth it's in the student dude and various other characters so we're working on that sort of story last line, so that would be animated video. Yeah, so in that case, the platform is no animation and you khun whiteboard animation excellent. Anything else? You quiet, you know, the wheels to anyone I know. Um, well, I like the ease on some of the platform opportunities that you presented, so I think that I would probably marry, like, the simplicity of what I need to do based on the message that I'm trying trying tio to use right? So I might opt for the easiest platt right in the beginning? Yeah, and again, something like adobe voice it's a great way to kind of dip your toes in the water you're using your voice so you are making somewhat of a connection, but you're not going through the whole rigmarole of cameras and shoots and all that kind of stuff forthe is promotion or how you will distribute your video and where you want it to be seen, and I'm curious to get dres feedback on that because I know obviously youtube is is one place but like for your clients, do you direct them to a certain pinterest is a great place to and you can have video on their same thing with instagram I think it's for me it's definitely go where that audience eso for me for branding and things that are so visually driven pinterest is a great source for me, but also platforms really feature video now I mean even google plus you could obviously watch the youtube inside google plus, so I think it's most important for the promotion to go where people are going to appreciate and I need that information where they're hanging out, I don't like it said most of the social platform are hip to that now and really featuring buddy I mean even facebook on advertising you get lower click throughs are you get lower cosper click but you get higher compression video not a lot of people are doing it, but it's that powerful on all the networks? Excellent, yes, so think about all the platforms and yet consider the fact that like instagram takes video pinterest takes video there's a power point platform called slide share dot net, which is really popular and it was I almost found it by accident. I was just putting my powerpoint presentations up there with no audio, no video and, you know, after two or three days I was getting like a thousand views on the power points so that's a great platform I have another sip when also the other great thing about repurposing a video is using a tool like djing or any kind of screen capture tool and taking more than just a screen shot for your thumbnail take screenshots and a call to action on those and use those images to promote your video. Great idea. You have the possibilities here. Pretty cool on then the final is profit and how you can monetize your video. We're going to get a lot more into this, but you could start to see now as we talk about the different platforms and different messages. How you might be able to, uh, you know, turn these videos into something that could lead to, uh, cash questions about that. I know what we have. A whole section on monetization is excited for that section. Excellent. All right, from the sea. But go back here and see what else we got for you. So that's the five pillars and it's really a great way to put your video marketing plan together, then the next step, you know, because all of this in theory it sounds awesome, but we're gonna have a pretty slide first. So purpose, premise, platform promotion, profit and all of that leads to your strategy, so thank you for your participation. I appreciate it, you guys are fine audience so the great thing about the five pillars formulas once you have that and use that as an outline in a frame work you could develop your overall video marketing strategy then what you have to do and this is kind of where people fall off it's like, oh, I did my strategy gonna stick it in the door no, we're going to put that on a calendar we're going to make a video editorial calendar and you know, basically force you to do those videos or at least commit them to paper and say all right, this is where you take the plan and you actually put it in at into action. So on a video editorial calendar, which is just a fancy way of saying, when am I going to do my videos like any other marketing strategy, you'd back it out from the main initiative, maybe you've got a product launch or maybe you've got a webinar coming up and in this case I just is like a sample launch campaign. So for this one, if they were doing a product launch and they were opening the cart while making the product available for sale on january fifteenth, then that backed out and say, okay, I need to do three launch videos that lead up to that and those launch videos to come going to come on this day in this day and this day and then I even go so far as to say ok, well we need to be able to schedule that shoot then what are we going to create that video? I wouldn't necessarily advise waiting till the day before to create it put but in this calendar has kind of put those things in and then I come over here and I say okay, well this this date I've got a new video blogger post that I want to do so that I know that on sunday afternoon I have to create my block post that's going to come out on monday but committing these things to paper and putting them on a calendar like this is going to really kind of hold your feet to the fire and really make you think more strategically about it and just figure out like ok these are the videos I want to do this month let me back it out and figure out how I'm going to do that and I even have eun ok, this is the damn gonna write the script for the video launch siri's so I'm going to kind of clear my count of that day do the fighting to the scripting do the shooting and editing and then start to release the launch videos as we go and this is all dependent on if the next door neighbor is not mowing a lawn that day too so because that could really mess you up but, again, that's the thing. If you find an opportunity to do it and you say, okay, this is the day I'm sticking the flag in the ground, and I'm doing it. Then you can do it. It also helps to have accountability partner who's going toe. Make sure that you actually do it.