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Behind the Megaphone

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Nick Westergaard
Nick Westergaard

Why Your Brand Matters Now More Than Ever — originally presented at ICAAR on February 12, 2014.

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BRAND DRIVEN digital Behind the Megaphone Why Your Brand Matters Now More Than Ever nick westergaard | branddrivendigital.com | 2014
Schooled by a Realtor Photo via Flickr user woodleywonderworks
Background @NickWestergaard
Source: Hubspot
Source: Hubspot
Source: Hubspot
Source: Hubspot
The Megaphone Is Changing
No More Photo via Flickr user Pank Seelen
Listening vs. Talking Photo via Flickr user rox sm
Long Tail Photo via Flickr user BinaryApe
“ The Reality of the New Media World 
 is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.” – lee clow, chairman and global director, tbwaworldwide
A brand can be any noun (person, place, or thing) that needs someone else to take action (purchase, promote, advocate, and so on). ! A brand does this by creating a series of IDEAS and TOUCH POINTS that build a larger message which draws the desired party close, engages them emotionally, and inspires them to take action.
You Are a Brand, Too
1 How to Build 
 Your Brand
Your Brand Blueprint ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
Start with a Spark
The Brand Promise
Brand Promise = WHAT You Do 
 for WHOM
Narrative Photo via Flickr user view-askew
Vocabulary & Voice Photo via Flickr user hiddedevries
Visuals Photo via Flickr user Ali Smiles
2 The Brand Blueprint 
 in Action
Spark Photo via Flickr user HidingInABunker
Promise Photo via Flickr user (e)Spry
Narrative Photo via Flickr user roshan1286
Vocabulary Photo via Flickr user Acarlos1000
Visuals Photo via Flickr user Doonvas
Photo via Wikimedia Commons user Asolsma1988
Personal Brand Blueprint in Action ‣ Spark ‣ Promise ‣ Narrative ‣ Vocabulary ‣ Visuals
3 Engaging Others 
 in Your Branding
Raving Fans Photo via Flickr user goodrob13
Everyone’s a Marketer Photo via Flickr user .Wayne Large
The Axis of Easy Understand EASY Share Adapt
Source: Ben & Jerry’s Fan Photo
4 Finally
There are a BILLION People on Facebook
Brand Following Behavior Has Doubled
No Single Brand Dominates
BRAND EQUALIZER
“ YOUR BRAND 
 isn’t what you do.
 IT’S WHAT YOU 
 BELIEVE.” – dean westergaard, president, westergaard llc
BRAND DRIVEN digital Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com
 twitter: @nickwestergaard nick westergaard | branddrivendigital.com | fall 2013 2014

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