I often meet a new business and one of the first things we discuss is creating a brand. People assume that a brand is just a fancy logo. It’s not. I’m here to tell you that a well thought-out brand that stands the test of time will make you more money than that logo you paid someone on Fiverr to create. What is branding? Good question.
The cannabis industry is one marked with innovations throughout its product cycle; the marketing efforts behind this expanding industry are no exception. In large part due to regulatory constraints, those who take on the daunting task of effectively marketing a federally illegal drug have their work cut out for them.
Do you know which forces will drive your businesses’ marketing efforts in 2018? Do you understand how to quickly have an impact on your conversions and sales, even if your knowledge of such complex topics as SEO, content personalization and A/B testing is limited? If the answer is no, fear not. Here’s what you need to know.
According to Kylie Rowe, a local Reno professional who recently gave a presentation on personal branding at a Nevada Center for Entrepreneurship and Technology (NCET) event, your personal brand exists whether you like it or not. Personal branding is about taking ownership of your actions online, choosing to play an active role in your own process of unfolding, and deciding to leverage the web to build your networks in a way that supports the goals you want to achieve. It also is consistent with your life offline.
We live in a digital world and who we are online is (almost) everything. Sure, we can argue that face-to-face relationship building and in-person contact is the most memorable, effective and lasting, but there are billions of us online and that’s where we spend most of our time learning and connecting. If we don’t take control of how we’re perceived through our personal brand and how we digitally represent ourselves, then we’re leaving it up to the world wide web, or the last time your wildest Facebook friend tagged you in a public post.
A frequent topic of debate when discussing brand (what a company, product, city, university or person is known for) is character vs. reputation. Most will agree that character drives reputation, but in this new world of fast-moving decisions and nonstop information, people don’t always have the luxury of time to learn about your character before deciding if they want to do business with you.
Brand-building in the digital age feels daunting. How do you learn about your audiences? What are “channels” and how do you use them? How do you make your website and social media efforts matter? The Abbi Agency in Reno just finished development of a cohesive brand for Butte County in California, and our process likely holds promise for other organizations building their own brands.