AMA: The Best Brands Are Driven By Thier Message - Are You Using Yours Effectively?

Jake Jordan
Nov 22, 2017

Let's talk about brand messages. Many people claim to have them, only a few actually execute on them.

How are some of the best new companies gaining huge following and revenue by being ferociously focused on their brand message?

How do legacy companies continue to grow market share and ROI?

How much time do I need to spend on my message?

Where should I put it for best returns?

Who should be in charge of this?

Can we delegate this?

What questions do you have about strategy and implementation of a powerfully attractive brand message?

Ask me anything!

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What is your core value in general?

Nov 23, 1:45PM EST0

That's a BIG question!

I'm all about Love and Freedom. That translates in many ways to my life, but most importantly in how I treat others.

Nov 25, 5:23PM EST0

Thank you, Jake. Do you have a twitter account I can follow?

Nov 26, 6:11AM EST0

How long have you been in marketing?

Nov 22, 9:40PM EST0

18 years in marketing. Split about 50/50 between entrepreneur and working for others.

Nov 23, 10:38AM EST0

nicee please are you on instagram ?

Nov 22, 6:07PM EST0

I am @productivepov

Nov 23, 10:39AM EST0

How to increase the popularity of your brand?

Nov 22, 10:13AM EST0

The key (as Seth Godin says) is to find just a select few to get to know REALLY well. They become the best salespeople for your brand.

Nov 23, 10:39AM EST0

What is a brand message?

Nov 22, 6:46AM EST0

Brand messaging refers to the underlying value proposition conveyed and language used in your content. It's what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product. -via Pardot.com

Also see the question below "What qualifies as content?"

Nov 22, 9:21AM EST0

What marketing strategies are now particularly popular?

Nov 22, 3:38AM EST0

Traditional advertising and content marketing have become very crowded and much less effective. They can still work but need to be combined with different techniques and tactics for good ROI.

Three of the most popular are:

Storytelling - http://buildingastorybrand.com/blog/

Influencer Marketing - https://www.singlegrain.com/content-marketing-strategy-2/what-is-influencer-marketing-chris/

Social Selling - https://blog.hubspot.com/marketing/social-selling-definition-under-100-words

The funny part is none of these techniques are new. They are simply a slight twist on a proven method with today's current market and tools.

Nov 22, 9:19AM EST0

Does the logo design influence the success of the company?

Nov 22, 2:10AM EST0

The logo is just one piece of the brand.

It is a very powerful element since people see it all the time. Most people treat it like a design project, but it really needs to do three things to be successful

  1. Convey your core passion
  2. Be memorable
  3. Work on lots of platforms

I recommend this book for more on brand and logo:

https://www.amazon.com/Brand-Gap-Distance-Business-Strategy/dp/0321348109

Nov 22, 9:11AM EST0

How to promote your products in social media?

Nov 22, 12:23AM EST0

Depends on the product.

Stories and entertainment do well on social media. I would look for a good client story to feature. By lifting up customers they become your best sales people!

Nov 22, 9:09AM EST0

Which social networks are suitable for digital marketing?

Nov 21, 3:49PM EST0

ALL OF THEM!

However....

Each platform has its strengths and weaknesses.  That includes:

Medium (Visual vs text)

Audience (Professional vs Casual)

Content Strength (How-To vs Storytelling)

Purpose (Educational vs Relational)

If you are interested in an exercise to work through that for your brand, feel free to shoot me a message!

Nov 21, 4:37PM EST0

What is search engine optimization and how does it work?

Nov 21, 2:33PM EST0

It's making your content easy to find, well labeled and easily indexed for people first and search engines second.

I'd point you here for more info on SEO:

https://moz.com/beginners-guide-to-seo

Nov 21, 4:33PM EST0

How does digital marketing help in the fight against competition?

Nov 21, 12:55PM EST0

The best weapon you have at your disposal is your unique point of view. Everyone sells something, but what makes you different?

It's one of these three things:

Have you shown yourself/your brand to be trustworthy?

Can you solve my exact problem?

How are you different (The infamous USP)

Nov 21, 4:24PM EST0

What are the steps to create an effective brand message?

Nov 19, 2:30PM EST0

I just so happen to be creating a 9-step infographic to answer this EXACT question.

Here are the steps until that is ready:

  1. Know who you are talking to (1 on 1)
  2. Know what their challenge or aspiration is
  3. Find out what they've already tried
  4. Show why most methods are broken/sub-par
  5. Unveil a better way (self discovery is best)
  6. Solve a problem for them before they buy
  7. Collaborate with someone who they see as expert
  8. Promote happy customers as the hero
  9. Make an offer they can't refuse

Clearly there is a lot behind each step - but that's my method. There will be training for each of these steps on my website in the near future.

Nov 21, 4:32PM EST0

Can you recommend me a good book about this topic?

Nov 12, 11:20AM EST0

I've suggested quite a few in the comments below - so check those out. Also, check out this new one from Donald Miller:

buildingastorybrand.com/

Nov 12, 11:46AM EST0

What is content marketing exactly?

Nov 10, 5:48AM EST0

If you want to create trust with a potential client online there are three major ways to do that:

Educate them

Inspire them

Show them

Content marketing when done correctly does all three. Creating series of topic-based messages allows you to introduce yourself, share your knowledge, and offer a solution - all without the client talking with you directly.

They get to test drive the car before they buy it.

Nov 10, 9:59AM EST0

What qualifies as content?

Nov 10, 5:37AM EST0

Anything you put on your platform is content.

Writing, photos, audio, video, drawings - ANYTHING.

Why do you ask?

Nov 10, 9:49AM EST0

What are some general tips for social media success?

Nov 10, 2:42AM EST0

Pick a platform and commit to it.

Be consistent. Show up every day.

Engage with one new person each day.

Help one new person each day.

Create an offer, so all the work above is for nothing!

Nov 10, 9:47AM EST0

What type of social media content converts best?

Nov 9, 11:21AM EST0

In my experience, genuine and valuable content works best.

Things that don't really convert:

  • Quotes
  • Sharing other people's articles
  • Talking about your day

Things that do lead to conversions:

  • Case Studies
  • Expert interviews
  • Problem-solving resources like frameworks and templates

See the difference?

Nov 9, 1:46PM EST0

How much does social media marketing cost? What’s the ROI?

Nov 9, 10:41AM EST0

Woof! BIG question there...  :)

It doesn't cost anything but time to develop relationships that can be turned into clients or collaborators.

Paid SMM can cost anywhere between .01cents to $50 a click!

I would ask you this question - Do you measure in person networking by the number of people you shake hands with, or the amount of business you get over time?

It's tough to measure ROI dollar for dollar on most platforms unless you are talking about paid advertising.

However, the opportunity in organic outreach in engagement is just as big as the paid side.

Sorry I couldn't be more specific!

Nov 9, 11:00AM EST0

Is email marketing still effective?

Nov 9, 10:34AM EST0

Yes.

I couldn't say it any better than this: Is Email Dead

But a few highlights for TLDR;

  • Highest message delivery rate of any online platform 98%, cna you imagine if 98% of your FB feed say your posts :o
  • 90% of adults still use email and 74%! of teenageers - that's great coverage of all dmeographics
  • Still the dominant form of communication among professionals 95% use it
  • Email is easier to filter now with tools and inmprovements in iOS and Gmail filters. That means that if you are interesting, then you stay in the inbox!

So yes, email is a great way to do business. My entire funnel consists of 2 social media platforms for outreach, a blog to pos my content/podcasts on, and an email campaign to deepen relationships and push people towards action.

Nov 9, 10:47AM EST0

What advices can you give to newbies who wish to pursue a career in this field?

Nov 9, 9:33AM EST0

Study human nature, psychology, anthropology, brain science.

These are concepts and learnings that will never lack usefulness.

This will allow you to walk into any meeting, or observe any online platform and understand why people are acting they way they are.

This skill alone, if groomed and fed is THE most foundational education you can have in marketing.

IMO everything else is built on that!

There are a few books listed below in the question from 'Chee' you could look into.

Here is another that comes to mind - Made to Stick

Nov 9, 10:38AM EST0
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