The Impact and Importance of B2B Influence Marketing

The key to successful leadership today is influence, not authority.

– Ken Blanchard

With the rapid adoption of social media over the last 20 years, how we access information, network, and influence each other has changed dramatically.

With social media allowing anyone to have a voice and gain a following, it’s easy to understand the rise in the number of online ‘influencers.

As most people understand it, an influencer is any person who can influence the behavior of others. Celebrities, athletes, and Instagram influencers probably spring to mind. While their ‘influence’ level may vary according to popularity, it is usually those individuals who’ve made positive contributions to societies that wield the most influence.

This definition of influencer mainly applies to business-to-customer interactions. However, businesses themselves often influence their competitors and even entire industries to follow suit and adopt new practices.

Technological innovations in the B2B and Industrial sectors push and influence others to change. Companies that offer solutions to real-world problems lead by example and are thought of first on particular subjects.

Today, companies across all industrial sectors contribute to creating greener solutions by making their products more environmentally friendly. Improving efficiency, designing new technologies, and utilizing new materials are ways these companies influence their industries.

For B2B companies, influence is based less on popularity and more on success and innovation. Companies that invest in the future and contribute positively towards society are more trusted and regarded as thought leaders in their field—giving them considerable influence and dictating the industry’s direction.

Stakeholders are also holding B2B companies to higher degrees of expectation and expect them to act in a manner that promotes environmental and social stewardship.

This marketing of influence helps shift the collective thoughts of an industry and impacts new ways of thinking. Over time this new way of thinking begins to drive markets.

An example of this new way of thinking can be seen in the food waste and energy sectors. Companies like LOESCHE Waste Conditioning and A TEC are investing in creating systems that turn organic waste into fuel at cement factories, helping them reducing emissions and their environmental impact.

Companies that lead in sales are not necessarily the same companies that lead in influence. Companies that add value and make significant impacts through innovation and thought leadership are the ones who drive their industries forward.

Is your business using social media’s full potential?

At Brieffin, we use our expertise to unlock everything social media offers your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk!

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Are B2B Brands and TikTok a good fit?

Once you begin looking at it from a branding lens, the marketing possibilities are almost endless.

– Lucy Rendler Kaplan

2020 saw TikTok reaching an astronomical 2 billion downloads, catapulting the app to a global audience status. 2020 however, also saw the pandemic reducing the planet to an almost global lockdown. With it came an increased focus on the use of social media as an effective marketing tool.

So how did an app launched in 2016 for the Chinese market find itself being mentioned in the same breath as the other major social media players like Facebook and Instagram?

The platform designed for mobile devices supports short format video content (think Instagram stories) has become extremely popular with Gen- Z users, with around 65% of the user base falling between 13-24 years old.

What separates TikTok from other platforms is the emphasis the algorithm places on new content. When new content starts to gain engagement, it can quickly spread and in some cases goes viral, even if the account has little to no followers. But it’s not all just lip-syncing and dance challenges, education content has become popular on the platform with users sharing life-hacks and quick tutorials.

The question for B2B brands is whether the time is right to embrace TikTok.  

Looking at the current demographics of the platform it would seem that it’s more suited to B2C brands looking to reach new audiences. Understandably many B2B brands are hesitant to invest in a platform that doesn’t directly target the decision-makers of their specific target groups. But for forward-thinking companies, the lack of competition may become a competitive advantage when the platform’s demographics start to shift to an older audience.

To answer the above question there are a few things B2B’s need to consider. Such as is your brand open to and does it have the capabilities to create unique and experimental video content, and does such a strategy match your brand’s image. Current TikTok strategies are primarily for brand awareness and reach rather than short term leads and sales.

The platform itself is also experimenting with its advertising model and will have to evolve beyond short videos if it wants to keep the attention of its users in the future. For B2B marketers keeping an eye on the platform is a good idea even if now is not the right time to jump on board.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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The ‘Virtual’ Future of Industrial Events

In a world that is constantly changing, it is to our advantage to learn how to adapt and enjoy something better.

– Kenneth H. Blanchard

Covid-19 has had a profound impact on numerous industries around the world, with the tradeshow and events industry being one of the hardest hit. For those in the industrial sector, these important annual events provide the chance to interact with other industry professionals, analyse national and international trends and developments in various fields, discover new and exciting innovations on show, as well as build and strengthen relationships.

While many of the restrictions and concerns for live in-person events seem set to stay for the foreseeable future, the shift to virtual events has seen a dramatic increase. With advancements in technology and the mass adoption of connecting through video socially and for work, the internet and event platforms have opened new doors to what’s possible with virtual reality and artificial intelligence.

Until now, holding any large event online has always taken a backseat to the real thing. But 2020 has proved just how responsive and adaptable the virtual landscape can be and that it’s here to stay. The virtual events space offers companies, organisers, and attendees several appealing advantages over face-to-face events.

Virtual events have a global reach, allowing planners to engage with more people no matter where they live. They have lower operating and marketing costs, allowing companies with smaller budgets to successfully host online events. The digital nature of the events also allows companies to integrate their brand strategy in new and exciting ways.

Planning and managing virtual events is simpler and more time-efficient, with no staff to manage, logistics and accommodation to arrange, or food and beverage to monitor. Planners can focus on delivering a positive and smooth experience for everyone.

As with any event, it’s what happens after that is most important. Virtual events allow exhibitors to get more feedback using various digital tools, allowing them to make the most of follow-up contact. It also allows planners access to new metrics, so they can collect more accurate information about engagement and activity, helping them plan better events for the future.

For attendees, it cuts out costly travel expenses and delivers more value with on-demand video content, VR, and other new experiences.

With many countries now rolling out vaccine plans, it might not be long before we can safely attend live events again. But with so many advantages being offered by virtual events a mixture of the two known as a hybrid event will most likely become the norm. Allowing for the benefits of face-to-face networking sessions while still offering inclusivity to a wider audience. Advances in technology and AI will further strengthen the possibilities of bringing future virtual events and experiences into our homes.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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How to run a successful festive season digital marketing campaign

Don’t be afraid to get creative and experiment with your marketing.

– Mike Volpe

Running a successful festive season campaign doesn’t happen by chance, there are several things that can be done to maximise sales, boost brand engagement, raise awareness, and achieve specific business goals.

The festive season, by far the busiest period for most businesses is unique in its impact on our behaviour as consumers. During this time of the year, most of us are influenced by many psychological and societal pressures, like the urge to spend, fear of missing out on discounts and deals, and the necessity to gift.

Understanding these shifts in consumer behaviour combined with a sound digital marketing strategy will help you make the most of your digital marketing efforts over the festive season.

So, what steps should you take to ensure the best possible outcome of your festive marketing campaign?

Take advantage of big holiday sales days

Black Friday and Cyber Week are two of the biggest shopping periods around the world. Plan well ahead of time if you want to capitalise on the enormous amounts of people looking for bargains. It’s also a great way to introduce new audiences to your brand.

Learn from past campaign

If this is your first festive campaign, be sure to record what you did, why you did it, and what the results were. Looking back at past campaigns can help you avoid repeating costly mistakes, and improve on what worked well.

Reviewing your social, website, and Google analytics is another way to see which pieces of content, products, or services are getting the most attention. Knowing what’s popular and what isn’t will help you design an effective holiday campaign.

Be social and mobile ready

Have a festive social media strategy ready to implement. Taking advantage of the increase in activity across most social media platforms is one of the best ways to appeal to new audiences and convert them into long term followers and supporters.

Make sure all your marketing communications, services, and website are optimised for mobile. More than half of all online purchases are attributed to mobile devices. Poor mobile design leads to a bad impression of your brand and ultimately frustrated users who will look to competitors instead.

With social media and online shopping becoming more integrated, users are constantly mixing entertainment, education, and shopping. This impacts consumer buying decisions and aids them in discovering new businesses.

In short, if social media marketing isn’t part of your overall digital marketing efforts, you may want to stop and ask why?

Understand your audience

Knowing how to effectively communicate with the various personas that make up your potential client base is key to a successful campaign. Tailoring your marketing for the right audience will make you stand out in a sea of competitors.

The most important tip to remember is to appeal to the festive spirit of the holidays, have fun, and get creative.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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Key Qualities Of Great Brands

Products are made in the factory, but brands are created in the mind.

– Walter Landor

Everyone’s definition of what a brand is, is slightly different. Ask someone what a brand means to them, and you’ll get a different answer every time. We can all agree, however, that a brand is a lot more than just its colour palette, a logo, and some creative fonts.

The truly good brands understand that the key to branding success lies in getting key factors right. It’s these qualities that distinguish successful brands from poor ones.

Below are five principles to keep in mind when thinking about branding.

Keep Things Simple

When it comes to branding, keeping it simple is important. A complicated brand message only leads to potential misunderstandings about what it is the brand does or what makes it different.

There should be no confusion around how the brand is perceived in the marketplace. Simple doesn’t mean boring as long as it’s memorable, think Netflix.

Focus On Consistency

You want your brand to be memorable, yes, but you also want people to trust it. Having a consistent image and style that you can share with people over time, helps them recognize and place your brand. Trust is built through experiences. Consistently delivering a unified brand experience, assures people of a positive outcome.

 Be Unique

The sum of all the things that separate you from your competitors. It’s not just a brand’s image that makes it unique, but its story as well. How a brand visually expresses, positions, and shares its personality makes up its unique identity. It’s this unique identity that people remember and relate to.

Continuously Build Relationships

Brands that can build relationships with their target audience can keep them coming back. Engaging with customers and analysing any feedback helps you align consumer wants with business goals. 

Focusing on relationship building is a good way to ensure long -term brand success. Good relationships mean loyal customers.

Share Stories

It’s no secret that storytelling is a powerful technique in helping people connect and build relationships. Never has it been truer than today, where most of us live in a fast-paced, digital world.

Stories are something we are hardwired to pay attention to. The secret for brands is to share stories that highlight their value, consumers that share those values will be more motivated to interact with that brand.

When used correctly these branding and marketing principles create the right opportunities for brands to create awareness and grow.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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Why good copywriting is vital to digital marketing success

“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”

– Leo Burnett

Copywriting is one of, if not the, most important element in marketing. It’s the tool you turn to when you want to get an audience to take action! Effective copywriting informs, creates awareness, and persuades a reader to do something. 

While effective marketing is a mixture of other essential elements like graphic design and strategy. Copywriting is what’s used to communicate with the reader while leaving a positive and lasting impression.  While good design can draw a reader in, it’s the copywriting that does the ‘motivating’ to take the next step.

Not all copywriting is the same

To be effective, copywriting has to match its medium. In situations where a reader only has a limited amount of time, like a passing billboard, to read and receive a message, the copywriting has to be clear and concise.

Other mediums, like flyers, allow for more reading time and an opportunity to write copy that entices and pursues a reader to take the desired action.

Aligning the copywriting with the type of marketing ensures its effectiveness and impact.

Copywriting vs Content Writing

While both material writing, there is a fundamental difference between content writing and copywriting. Content writing is writing that informs and shares valuable information with a reader on a specific topic.

Copywriting is text specifically tailored for marketing materials like headings, digital and print adverts, email marketing, brochures, and calls to action.

Good copy and content writing go hand in hand. Without quality copywriting good content would never get the proper attention it deserves.

Creating an image through copywriting

Differences between brands are not only limited to their logo and the colours they choose to use. Their identities are also shaped by the tone, style, and language of their copywriting.

Copywriting reflects a brand’s character as much as the visual elements of their branding. The tone of your copy should effectively communicate the values and emotions you want readers to feel.

The perception a reader has of a brand will ultimately impact their behaviour and buying habits.

Copywriting and Google

Good copywriting can also boost your SEO efforts. With search engines continually improving their algorithms, good copywriting has become a key element in allowing search engines to identify, understand, and rank quality content.

It’s important to remember that the best copywriting strikes a balance between sharing valuable content readers will want to read and being tailored towards making Google and other search engines happy.

As digital marketing’s importance in connecting with global audiences continues to rise, the importance of good copywriting will become more significant. The ability to make readers excited and curious will be crucial to inspiring action and ultimately the success of your digital marketing efforts.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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“All for you” by Stick Figure. More to listen to on our Spotify Playlist.

What makes content go viral?

“The internet affords a level of relationship with consumers hitherto unfathomable.”

Lucas Donat

Viral content: The gold standard for successful digital marketing – at least, according to marketing clients. And, probably the bane of every digital marketer’s existence, who’s had to manage expectations of viral content being a norm rather than the exception.

The advent of social media has leveled the playing field, and fame and fortune are no longer an elusive enigma, reserved for an elite few. Every fame-hungry TikToker, influencer, YouTuber, and brand out there know they could be one click away from producing that magic piece of content that could garner enough views and shares to catapult them into the realms of instant stardom. And, if you’re in the business of digital marketing, so do your clients.

In the world of social media and digital marketing, everybody’s looking to trend. To do so requires cleverly crafted content with enough wit and smarts to make it go viral. Simple? Not so, according to marketing experts.

So, what does it take for content to go viral? Is there a magic formula or strategy? Does it happen by chance, or through the carefully thought-out efforts of a high-cost marketing strategy?

There is no magic formula for content virality. Viral content is so rare that most marketers agree that even the most carefully crafted, big-budget promotion cannot guarantee it – although it can go a long way to increasing your chances.

Viral content takes a dexterous mixture of deliberate planning, good strategy, clever targeting, and, wait for it…a whole lot of luck! Content virality is, after all, a game of being at the right place, at the right time.

However, if your business is not yet in a position to spend on a high-cost digital campaign, there are certain elements you can incorporate into your content to increase your chances of hitting that ever-elusive viral content jackpot! The most common elements include:

Lists and GIFs: These, according to research, are the most shared types of content on social media. So, if you can craft yourself a catchy Top 10… list, or create a punchy GIF, you’re well on your way to going viral.

Tapping into the ego: Besides lists and GIFs, social media research also suggests most of us have a little “inner-narcissist” that draws us to content we think makes us look good or clever. If your content appeals to people’s egos, they’re likely to share and make it go viral.

Emotional triggers: Content that triggers positive emotions, entertainment or amusement tends to get more shares than negative content. Humanizing your content is a great way to connect with an audience.

Shock factor: Something unexpected to shock and amaze.

Tips and hints: When people find your information useful, they’re more inclined to share with others. It taps into the ego factor, where they feel it makes them look good.

Offers: Everybody loves a freebie! If you’re giving away freebies, you can almost be assured to get a sharp increase in likes and shares.

Influencers: If you can get a good one to notice your content, go for it!

It’s important to remember that you cannot force your content or campaign to go viral, for content to truly spread beyond just your target audience and get shared by others it needs to happen organically. Keep your focus on creating good content that fits your brand and targets your audience, if it has the right mix of ingredients it might just go viral.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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A vibrant song to get our moods lifted in this new week that is just starting. “Sail Away” by Møme. Listen to this and other inspiring hits on our Spotify playlist.

When should your business consider a rebrand?

“Your brand must communicate the value that you bring to a working relationship.”

Idowu Koyenikan

When should you/your business consider a rebrand?

Like fashion, most brand identities eventually reach their sell-by-dates. Trends, styles, and cultures are constantly evolving – what was hot in the ’90s is probably not relevant today. Similarly, what may have been considered a slick, well-crafted image then, may well be seen as outdated and out of touch with modern culture. When your audience can no longer identify with what your brand represents, you know you’re overdue for a much-needed revamp.

Below are a few compelling reasons to help you decide if it’s time to shake off the old image and update your look.

New direction, new you:  Changing public perception

Most of us are familiar with the adage ‘it takes 30 seconds to make a good first impression’. Well, according to Forbes, you can cut that number down to seven seconds. You heard right – people’s impression of your business is almost cast in stone within the first seven seconds of their interaction with your brand! Your branding acts as that first seven seconds that determines whether you’re seen as an authority or follower in your industry. So, if you feel you’ve reached the proverbial glass ceiling with regards to your pricing, or might not be attracting the kind of talent you deem worthy of your brand, it may be that the image you’re putting out there, is not aligned with the image you have of your brand and business. Time to change perceptions.

You want to attract a new “fan base”

Fortunately, the need to rebrand is not always the result of some crisis or urgent need to shake off a sudden dose of negative association. Sometimes rebranding is the result of what Millennials refer to, as nice life problems. A good example being, your business doing exceptionally well, to a point where it starts to outgrow its initial audience, raising the need to expand to new demographics. Dazzling your new target audience, will require a change in thinking, and adapting your engagement to a “language” that appeals to your new audience. A “language” that can shape their perception to help them identify with your new, evolved brand, and win them over.

Your values have shifted

People change, ideas change, and so do our values. What may have worked in the past, may not work today. As the saying goes, hindsight is 20/20, and if your current branding no longer reflects your new outlook, it justifies the need to rebrand. To echo Ashley Friedlein, “Your brand is the sum total of how someone perceives your organization.” If your audience no longer identifies with the outdated values communicated by your brand, it’s time for an upgrade.

You’ve become a dime a dozen – you’re blending in with your competition

Lastly, if your industry is saturated with competitors, revamping your image may be just what the doctor has ordered to help give your business the edge it needs to stand out from its competitors and reposition itself as an industry leader.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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Warming, loungy song, by “Solar Sun” for a new Autumn day. More to listen to on our Spotify Playlist.

Do I need a logo for my personal brand?

Personal Branding is not about pretending to be a perfect person. It’s being real to the world with your flaws and fortes.

– Bernard Kelvin Clive

To answer the question of whether a personal brand needs a logo it’s best to start with a question.

Why do you think your personal brand needs a logo?

A common answer here is, “ because I need an Identity “, “ it’ll make me look credible, especially for social media ”. And while the primary function of a logo is to identity, there is a difference between a logo used by business brands, to differentiate and create separate identities for their products and services, and one representing a personal brand and reputation.

To get a logo for your personal brand just because, would not be a good reason. A personal brand can survive and succeed without a logo.

However, there is a case to be made for having a logo for the right reasons. A personal brand is a combination of your unique style, values, and beliefs, and the logo you choose to use should attract and remind audiences of your style and values. A logo forms part of your personal brand identity, it shouldn’t be what defines it.

A logo also helps you stamp your expertise in your specific niche, enhance your marketability, and through your logo design aids in helping people build an affinity towards your personal brand and you as a professional.

So, what makes a good logo? There are a few elements that determine if a logo is good or not.

Is it simple? Simple logos are quicker and easier for people to recognize. Limit the colors, fonts, and wording you use to keep the design clean and simple.

Is it relevant? Not just to your niche but to the market and time. This is why we see companies rebrand and reposition themselves over the years.

Is it unique and memorable? Your logo should grab attention while showing off your uniqueness. Having a well-designed memorable logo is a way for people to instantly connect and associate with you and your personal brand.

Is your Personal Brand using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk!

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Living blissfully through music. For it, in itself, is pure inspiration. Our mindfully picked music selection to awaken the creative space inside your mind. Here. On Spotify.

What Can These 5 Branding and Social Media Quotes Teach Us?

“The wisdom of the wise, and the experience of ages, may be preserved by quotation.” — Issac D’Israeli

In an age of consumerism, fuelled by extravagant marketing and influencers, the importance of branding and social media engagement, as a differentiator, has never been more apparent.

With product relevance seemingly dictated by perception more than actual value, business survival has become a game of “Survival of the Fittest Brand!”

Here are 5 quotes to help you understand the importance of branding and social media for your business:

Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception”

Ashley Friedlein – CEO and founder of Guild

Now, unless you’re the new kid on the “novelty” block (think Uber or Airbnb), chances are, there’s plenty more where your product or services came from. Simply put; your target market is already spoilt for choice. With all the noise and information overload, who your clients pick, almost always comes down to branding. People don’t buy products, they buy the promises, expectations, values, and feelings communicated by your brand. It is up to you to shape that perception.

“Your brand is a gateway to your true work.”

Dave Buck – CEO of CoachVille

If eyes are the windows to your soul, then your brand is not only the window too, but the soul of your business. While your products and services pay the bills, branding sells what you’re offering. When consumers choose your products, their choice is influenced by what your brand promises to deliver. It is through that promise, that they identify with your true work.

“Social media will help you build up loyalty of your current customers to the point that they will willingly, and for free, tell others about you.”

Bonnie Sainsbury Founder and CEO of Social Media Smarter

The age of social media upon us! Not only is it here to stay, but has single-handedly revolutionized marketing communication – almost rendering the spray and pray approach of traditional media obsolete, with its targeted approach. After your website, your social media platforms are usually the next go-to places for clients looking to engage. How you engage with clients shapes brand perception. And, when consumers get excited about engaging with, or about your brand – that’s social media done right.

“A brand is a voice and a product is a souvenir.”

Lisa Gansky – Ex CEO and co-founder of Global Network Navigator

As mentioned before, people buy brands, not products. In the days of information overkill, the reality is, you could be sitting on the best and most superior product in your niche. If consumers can’t identify with it, quality won’t matter. Why? Because the feelings associated with your products, and the perceived needs they meet, are what they ultimately buy.

“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.”

David Meerman Scott – Online marketing strategist

Meerman’s statement about the advantages of social media is quite self-explanatory. Besides cost-effectiveness, the modern-day consumer (a whopping 72% to be exact), according to SmarterHQ, only engage with personalized marketing. Social media’s ability to let you handpick your audience, at little or no cost, trumps any exposure traditional marketing can ever hope to offer your brand.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Nevermind The End” by Tei Shi. One of the latest song additions to our Spotify Playlist.



Don’t restrict your B2B social media strategy to One Social Network

A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.

Scott Cook

If you’re a B2B company chances are your current online presence is restricted to your website and just one social platform. Which would make sense, because social media is for B2C companies… right?

Finding new clients and growing your network is important for B2B companies, but employing a social media strategy that only focuses on these points loses out on one of the key benefits of social media: Branding.

Using social media to build your brand and share your business’s story will allow you to shape your online image and attract the clients you want.

Twitter is a great example of how a B2B can communicate in real-time with its audience, answer questions, and actively participate in conversations in their industry to both inspire and educate.

To become recognized as a go-to authority for expertise on a selected area of specialization, B2B’s must share high-quality content that clients, intermediaries, and even competitors recognize as valuable. On the right social platform, this can become a powerful and viral tool in building engagement and a brand’s name.

With not all content being suitable to be shared everywhere, B2B companies need to decide on the type of content to share on their chosen platforms. Having the ability to post different types of content (think videos and curated content for Facebook, company news and professional content for Linkedin) to different channels gives B2B companies the freedom to showcase a side of their personalities and culture that would have otherwise remained hidden to both potential customers and jobseekers alike.

By creating a voice on more than just one platform, B2B’s get to benefit from the unique advantages each has to offer, which ultimately strengthens and supports the main marketing strategy by creating brand awareness and advocacy.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success.

Let’s talk!


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The Four Biggest Opportunities in Industrial Social Media Branding

There are no challenges, only opportunities.

Us

It no longer matters if you are a B2C company that sells directly to your customer or a big B2B corporate that sells complex industrial machinery, with the right strategy any type of company can find success and create a winning social media formula with a positive result.

Industrial companies have always had the challenge of how to portray their products and services without making them seem overly complex. The good news is that they can take a few pages out of the B2C playbook and add their own twist.

It’s a good idea to first understand some of the challenges that industrial firms face before brainstorming solutions. Here are 4 challenges to think about:

#1 Sales vs Marketing

Industrial companies generally have a much longer sales cycle, with a number of people involved in the buying/decision-making process. Marketing and Sales departments need to work together to agree on the type of content that will help buyers gather information and knowledge about the company as well as products and services, through every step of the customer’s decision-making journey (awareness, consideration, evaluation, and purchase). Closing the gap between sales and marketing teams means that content is produced with a specific aim or type of customer in mind. Creating content that can inform and engage while forming the building blocks of a relationship should always be the end goal, helping turn prospects into qualified leads in less time.

#2 Creating vulnerability

Releasing the technical overcoat and showing the human side. Vulnerability is a fundamental human condition and something all humans can relate to. By tapping into this universal feeling, industrial companies can stand out from their competitors and create new connections in a way they haven’t before.

#3 Resources and consistency

Limited resources such as time, budget, and backing for content ideas are challenges industrial companies may face when trying to create high-quality content. A social media strategy is essential to successfully plan so that the available resources are used in a way that marketers can consistently share high-quality content and grow the company’s audience. Limited resources can however force companies to think outside the box or focus on a particular segment of their market.

#4 Patience and managing expectations

Good content marketing takes time. Industrial companies need time to grow their online presence and authority with the understanding that producing quality content and building relationships cannot be rushed. Setting and managing expectations early on will help align goals, limit frustration and confusion, and increase the chances of success. 

Is your business using social media’s full potential? At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success.

Let’s talk!


Our Moment of Bliss.

Moments of insight with an eclectic background. A soft tune by ddp, “Beirut by Night”, on our Spotify playlist.


Creating Bonds Through Emotional Branding

Alone we can do so little; together we can do so much.

Hellen Keller

Making audiences fall in love with brands is an old marketing practice that, in the past, only a few managed to achieve.

Competition grows exponentially and, with it, new ways and tools for marketing products and services continue emerging. And this has changed the way in which we all communicate for good.

Social networking has grown fast in the last couple of decades. This growth has forced creativity, innovation, and interaction to go a step further in the new marketing advances. Brands not only want to remain on the “top of mind”, but move further to a “top of heart” place.

Emotional branding looks for audiences to get hooked.

But why all the efforts to touch people?

People are hardwired for emotion, sentiment, passion, love. People make decisions based on feelings. Passion encourages. Love, well, let’s just say that “Love makes the world go round.” People are pushed into action when an unconscious desire is triggered by emotion.

So, what is your brand personality?

The days of delivering plain advertisements are now long gone. Customers have become harder to attract and keep, and there are way too many factors competing, bringing into the spotlight one indispensable key player for building long-term relationships: creating experiences.  

Traditional marketing and advertising practices are still an important part of the overall promotional strategy of a product or service, but combining these with emotional branding is what makes the difference in terms of reach and recognition. Telling stories that people can relate to; making them experience a feeling of bonding.

We all have learned the importance of linking brands with values.

Human emotions can be complicated, and so are the times that we are living. Technology has played a crucial role in this tireless pursuit of improving our lifestyles and creating bonds. Although we can be in touch with people all over the world at any time and any place, we have also distanced ourselves from traditional human contact. We now choose instant messaging over a phone call or a video call over a conventional face-to-face meeting. Even more so today.

Emotional stories have always been around, but the difference now is that they can be delivered instantly to people’s homes, and hands, giving brands, and people, an unmatched opportunity for bonding.

Our Moment of Bliss

Today we’re getting away with an amazing classic by “The Cure”. Listen here or there: on our Spotify playlist

 
 

Image credits: Photo by Lindsey Hogue on Unsplash

Using Analytics to Improve Your Social Media Presence

The goal is to turn data into information and information into insight.

Carly Fiorina

When you think of number-crunching, you might picture accountants, data scientists, or auditors. Now, think about the smartphone that’s undoubtedly sitting not-too-far-out-of-reach. What about social media? Your social media apps are home to valuable information that can be tapped into. To provide insights to your past activity and guidance for your future campaigns.

And yes, there are people out there who are social media number crunchers. (Like us!) Your posts you’ve shared and the engagement you’ve received from your followers all work together to give a comprehensive overview of your digital activity. Working with someone who knows how to use this information can be extremely beneficial to your social media success.

So how do social media analytics help?

1. Understand your audience

Have you ever posted something on social media and hoped that no one would see it? Of course not. The purpose of social media is to share information with your network. But if you’re sharing updates during times when your audience isn’t active, what good is that doing you?

Social media analytics can give you information about your audience to better help you target them appropriately. Maybe they’re most active around 7:15pm, so that would be a better time to post than at 5pm when they’re heading home from work. Analytics can even tell you about your audience’s demographics – age, gender, location – to help you connect with them further.

2. Create better content

It’s likely that your brand utilizes multiple social media channels – maybe Facebook, Twitter, Instagram, and LinkedIn. Remember that each type of social platform is used in a slightly different way. Instagram, for example, is much more visually focused than the others. And Twitter is used for short, catchy thoughts with a limited number of characters.

When looking at each platform, analytics can help determine which types of posts are performing the best so you know what to focus on. Maybe you find that one particular social platform isn’t driving engagement quite as much as the others. It could be better to let it go and give more attention to the higher performers.

3. Adjust your strategy accordingly

Some posts are better received than others. Some are more popular, and some stimulate more engagement. But it’s unlikely that your very first posts were the very best. In social media content creation – as in life – we rarely get it right the first time. We continue learning, growing, changing, and evolving into something better.

Using numbers and metrics give us concrete data about the results of the content and campaign strategies. And when you notice posts that aren’t performing as well as you hope, you know that it’s time to make a change. Back to the drawing board, or maybe a pivot back to a more successful strategy. When you have numbers backing you up, you can feel confident in the decisions you make.

If you’re looking to bolster your social media analytics strategy – or start from scratch – we at Brieffin are here to partner with you through the process. We have 8+ years of experience and are enthusiastic about sharing our knowledge with our clients as we work together.

Our Moment of Bliss

“You belong to the cause – come on, believe.” – Laura Gibson (The Cause from Empire Builder)

Join our playlist on Spotify and welcome new adventures in your life this week.

Your Professional Profile: Social Media

Do not hide your light for fear of what others may think of you. Let it shine and be a reflection of what is possible.

Kristi Bowman

We’ve talked before about how LinkedIn can be an important asset when it comes to the job application. But LinkedIn isn’t the only social media profile that can help or hurt your chances of landing the job you want.

While LinkedIn is the most-utilized social media website for recruiters to use during the hiring process, it’s far from the only one. 92% of companies are using social media profiles to help with hiring decisions, but 66% use Facebook and 54% use Twitter. Certainly, others use Instagram as well.

Maybe you’ve heard it before: you want to be sure to clean up anything that you wouldn’t want a future employer to see. Whether that’s removing certain photos from your college days, or deleting shared posts or memes that don’t reflect your very best. At the very least, make sure your profile is on private if you aren’t able to go through and remove everything.

Afterwards, try logging out of your account and taking a look as if you were a stranger. What image are you presenting? What message are you sending?

However, just as social media can work against you, it can also work for you. If you have a public or semi-public profile that showcases your personality or passions or professional image, consider keeping it available for future employers to see. It’s a way for them to get a look into who you are, before they even bring you in for an interview.

If you feel the message you’re sending is a positive one, there’s no reason to hide it away. In fact, perhaps the hiring manager – or CEO – will find something on your profile that they relate to. Or really intrigues them. Or maybe, they love your creativity. This could actually give you a leg up on the competition.

As with many things in life, it’s about finding the right balance. We have to be aware of the things we post online, because as many of us have heard – “The internet is forever.” Being conscious of our social media habits is a way of looking after ourselves and making sure nothing from our past inhibits our future.

And once you’ve struck that balance, remember to multiply it by the number of social media profiles you have. It’s not enough to have a stellar LinkedIn profile, though this is probably the most important one from a career perspective. But sharing that same, coherent message across different platforms, you present the most consistent version of who you are. And consistency is a highly sought-after trait.

Does any of this sound familiar? It should – because we are talking about personal brands (again)!

Your personal brand is how you can share your uniqueness with the world, in a professional, consistent manner. In a way that showcases your distinct experiences, skills, talents, and dreams. Across multiple platforms. All tied together with great content and design… and a pretty bow on top.

When you’re ready to get started, we’re here.

Our Moment of Bliss

Time races on, you’ve just gotta keep on keeping on.” – First Aid Kit (My Silver Lining from Stay Gold)

Join our playlist on Spotify and relax into our curated selection of songs to spark creative inspiration.

Using Social Media For Visibility

“The power of visibility can never be underestimated.”

Margaret Cho

As the digital landscape and social media continues to change, it seems like there are always new ways to use it. You may be able to think of a few brands that have an excellent, stand-out social media presence, while others take a more middle-of-the-line approach. And some companies don’t use social media at all.

In our blog, we’ve previously discussed many of the benefits of using social media effectively, as well as strategies and tactics to bolster engagement, brand awareness, and loyalty.

However, we understand that many of our clients and followers face social media content creation from a unique perspective due to the nature of their industry. An international pizza franchise or a cutting-edge technology company may have more bandwidth for creativity regarding tone and content, among other things.

But for European industrial engineering brands – like our clients – much of the conventional advice about social media might not ring true.

If you find yourself in a similar category, you might wonder if it’s even worth it to keep up with social media. If it’s worth it to continue expending the time and energy. What about when the best practices don’t apply?

At Brieffin, we have an opinion on this. YES, it’s worth it to keep a social media presence.

Even if you don’t have the best, most exciting content in the world. Even if you think no one is seeing or engaging with your posts. Even if you might think it’s a waste of time.

Here’s something important to understand. Social media, among other things, is a strong tool for visibility.

Even if your Twitter feed isn’t full of fantastic, groundbreaking content, don’t worry. It’s not about that. It’s about getting your message out there. Consistently.

Because it’s likely your competitors are doing it. And the truth is, in 2019, brands – no matter what type – are expected to have a social media presence. The presence itself says just as much, if not more, than what the content says.

What does the content say? Well, if you feel like you’ve already said everything there is to say, there’s something else you can do. Re-purpose. It’s a key ingredient in content strategies, and it helps you share a consistent message in a different way.

So even on the days where social media feels like an uphill battle, remember the reason why you’re doing it. Because it keeps your brand visible, post after post, to your followers. Because it shows regularity and attention to detail. And… because it’s expected.

As social media content creators for industrial brands over the past 8 years, we’ve had our share of challenges. But we’ve always come out stronger on the other side.

If you want to know more about creating a consistent social media presence to increase visibility, reach out to us. Send us an email to connect@brieffin.com and we’ll be in touch soon.

Our Moment of Bliss

“Live through this and you won’t look back.” – Stars (Your Ex-Lover Is Dead from Set Yourself On Fire)

Join our playlist on Spotify and be present in the moment. Namaste.

Making The Most Of LinkedIn

The difference between ordinary and extraordinary is that little extra.

Jimmy Johnson

Some parts of the job search are the same as they’ve always been – like your resume and cover letter. But technological advances have led to some marked changes in how we make ourselves stand out as job candidates.

One of these big changes is the digital portfolio. Rather than bringing a paper folder to an interview, applicants can make an impression on hiring managers as soon as they apply. By attaching a link to an email, they can share a summary of their work digitally – allowing hiring managers to make quicker decisions on who to invite back for an interview.

But equally important, these days, is having a strong LinkedIn profile. As the world’s largest professional networking site, LinkedIn has secured its status as the place to be for job searchers, recruiters, and hiring managers alike. According to Hootsuite, 30 million companies have profiles on LinkedIn. And despite a stagnant number of new users on social media platforms like Facebook and Twitter, LinkedIn continues to grow year over year – with two professionals signing up for LinkedIn every second.

So, why is it so popular?

Essentially, a LinkedIn profile is like an interactive resume. It’s not limited to one or two physical sheets of paper, so you can add more detail. (My LinkedIn profile includes some of my less-relevant jobs – like when I was a waitress in college, though that definitely doesn’t make the cut on my official resume.) When you list a company as your employer, it becomes a live, codified link that is clickable for anyone seeking more information. And like a digital portfolio, you can upload samples of your work or important projects and display them on your profile as well.

If you’re looking for a job, LinkedIn is a good place to start. Three million jobs are posted on LinkedIn every month. Some of them, you can apply directly through LinkedIn with the click of a button. And not only will LinkedIn recommend jobs you may be interested in, but you can also utilize your network to help make connections within your desired companies.

Even if you’re not a job seeker, it’s a good way to stay in touch with industry trends and others in your network. You can join any number of specialty groups based on your profession or interests, which may even lead to new opportunities. Additionally, LinkedIn hosts its own blog publishing platform, allowing any user to blog about any topic they wish. You never know how far that post could reach!

At Brieffin, we want to help you take your professional image to the next level.

Whether you’re looking for website development, personal branding, resume design and writing, or even spicing up your LinkedIn profile, we’re here. For you.

 Our Moment of Bliss

“The whistling wind is on my mind, but I don’t mind.” – The Vernes (Hrglass from Yr of the Rat)

Join our playlist on Spotify and become an open channel for creativity. Namaste.

Brand vs. Identity: What’s the Difference?

Your brand is what other people say about you when you’re not in the room.

Jeff Bezos

Just as there are so many marketing “buzzwords” floating around when it comes to content – like campaigns, social media, and SEO – there are more when it comes to the essence of your business.

Brand and identity are two words that often seem to be used interchangeably. However, we’ll discuss some key differences between the two that indicate the different purposes they serve.

Brand

Brand is sometimes a “catch-all” term that is used in many different ways. When you think of your favorite logos, you might identify those as brands. But brands are actually much more intangible. A brand is the emotional relationship between a business and its consumers.

In a saturated marketplace, consumers are looking for a reason to connect with one company/product over another – and that’s where the company’s challenge is to set itself apart. One way this frequently happens through a strongly-developed story that resonates with its consumers, thus establishing a unique position in the market.

All of this together creates the essence of a “brand.” Take a look at our highlighted quote above by Amazon Founder Jeff Bezos. A brand is not what you say about yourself – a brand is what your customers say about you.

Now, let’s look at how this compares to identity.

Identity

Identity is also a word that is sometimes used in a variety of ways. But just like brand, it has a specific way it should be applied when discussing a marketing strategy.

Remember what we said about brands – they’re intangible. And here we have the first key difference between brand and identity. Identity is tangible. Identity is something you can see, touch, or hear. Whereas a brand is something you feel.

Since your brand is what others say about you, your identity is everything you do to influence those perceptions. In reality, much of this comes down to design. From colors, fonts, logo, graphics, video, product packaging, web design and more, these are all aspects of identity.

When you take all these distinct elements and create a unifying, coherent image across all fronts, that’s identity. And the identity is used to tell your story – to create that emotional resonance with your consumers.

Brand + Identity

As you can see, brand and identity are two separate but equally important components of any company’s image. Together, they make up a consistent voice that compels consumers to feel connected – through both the tangible and intangible aspects.

Our Moment of Bliss

“Let loose your glow, come settle down, settle down.” – Oh Wonder (Technicolour Beat from Oh Wonder)

Join our playlist on Spotify and allow calm to be your primary state of being this week.

Why Good Website Design is Important

Creativity is a combination of discipline and childlike spirit.

Robert Greene

It’s 2019, and long-gone are the days of the “old” internet. The days when having a website at all was an achievement, rather than an expectation. The days when websites were designed using handwritten – hand-typed? – HTML and CSS codes. The days when the idea of visiting a website via mobile phone was completely unthinkable.

Now, things are totally different. Good web design – including appealing visual design, a strong user interface/user experience design, and responsiveness – is crucial to the success of any company, brand or personal brand, or business. 

But if you’re not convinced, here’s a list of four reasons why good web design is something you’ll want to aim for.

To make a good impression

When your customer visits your website, what is the first thing they’re going to see? Within just a few seconds – maybe without even scrolling – they’re going to make a judgment about your brand. It might not necessarily be a fair assessment, but it’s going to happen. So it’s important to be prepared.

According to a study by Adobe, consumers prefer to look at something that is beautifully-designed, rather than looking at something plain. With an uninspiring designed website, customers may be more likely to leave the page.

To build trust

It’s harder for an audience to want to trust a brand if a website isn’t mindfully done. As we’ve discussed in prior blog posts, most people still seek and crave human connection, even though we’re living in the online world. A clean, well-designed, updated website gives an important insight into the type of brand you are.

Your website can even serve as the first contact when it comes to customer service. It’s important to make your audience feel welcome when visiting you online.

To increase SEO

Search engine optimization – SEO – has become increasingly important over the years. If brands want to capitalize on the search engine algorithms, then it’s essential to create, and index, website content accordingly. Even the little things, like including photos and tagging information in the right way, can make a big difference.

It all comes down to visibility. Web design can be challenging – though it’s a bit more manageable with content management platforms, and good practice of SEO fundamentals are what can really help your website get a step ahead in the search engine algorithm game.

To stay competitive

Even if you’re skeptical about all these other reasons listed above, there’s one more that might make you think twice: good website design is essential if you’re planning to keep your brand or business competitive in your industry. The truth is that your competitors might already be working on designing the latest, greatest website.

With more than 1.5 billion websites online, why should audiences spend any of their time on websites that don’t offer a thoughtful experience? You can probably remember times when you’ve been searching online, and for whatever reason, you didn’t like or trust the website you were on. (Maybe you were on your phone and it wasn’t mobile-friendly.) What did you do? You probably left the page in search of the next website that met your needs. Good web design will keep your audience from doing the same thing to you.

We know web design isn’t easy, especially with the never-ending changes and evolutions in the technological landscape. At Brieffin, our digital marketing focus has led us to a wealth of experiences in the web design space. We are proud of the websites we’ve created in cooperation with our clients over the past years.

If you’re looking for a partner to help you achieve your website design goals, we’d love to chat with you – so reach out to us!

Our Moment of Bliss

“Leave what’s heavy, what’s heavy behind.” – Birdtalker (Heavy from One)

Join our playlist on Spotify and release any resistance while moving into the present moment.

The Value of Simplicity

Simplicity is the ultimate sophistication.

Leonardo da Vinci

As children, one of the first things we learn is the concept of opposites. Yes and No. Up and Down. Young and Old. Short and Tall. Easy and Difficult. Soft and Hard. Simple and… Complex.

In the technology age, we tend to think complex is better. Last week, the newest models for the iPhone were announced – the iPhone 11 and iPhone 11 Pro. One of them has THREE cameras. And even though the phones aren’t officially launched for a few more days, and even though the vast majority of us have 1-2 year-old phones that work perfectly fine, the pre-orders for the new models are rolling in.

Why? Is it really because we feel a deep need in our souls for our phones to have three cameras? For a few people, maybe. But for many others, it’s more about having the latest and greatest. It’s about saving ourselves from possible FOMO (Fear Of Missing Out). It could even be about the perceived status associated with having such a fancy, complicated technological gadget. The answers might be different for everyone.

In some ways, it might be logical to come to the conclusion that complex is better than simple. Think back to your first mobile phone. If it was like mine, it could only make basic phone calls. Now, each of us is the owner of a tiny, powerful computer that fits in our back pocket. And it may or may not have THREE cameras. It seems like everything is trending toward complexity.

However, simplicity and complexity don’t necessarily need to be opposites – at least, I don’t think we need to pick one or the other.

Think about the reason why certain complexities exist: it’s because we want life to be simpler for ourselves. The complexity exists because we want to do less work – making our own jobs simpler. The iPhone 11 Pro has three cameras because we want to have professional-quality photos without becoming professional photographers.

It’s worth bearing in mind: Simple doesn’t always mean basic, and complex doesn’t always mean advanced.

When thinking about consumers, studies have shown that people actually want simplicity. There’s a lot of value in simplifying your messaging, especially as the online space becomes more crowded with more competing voices.

According to research  by design consultancy firm Siegel+Gale in their 2017 Global Brand Simplicity Index, “brands that embrace simplicity tend to enjoy increased revenue, brand advocacy and engagement.”

They found that 64% of consumers would pay more for a simple experience, while 61% would recommend a brand which has a clear proposition that saves them time.

“Simplicity, in these terms, refers to the entire customer experience and can mean anything from providing concise product information, intuitive website navigation or a quick and easy transaction process.” (Medium)

It’s not about offering less, but making what’s offered more accessible, more intuitive, and more user-friendly. So, when it comes to your brand – regardless of your industry – how are you able to accomplish these directives?

Consider these topics when simplifying your brand:

1. Visual identity

Take stock of all your visual communication assets. What fonts, colors, shapes, icons, textures, logos are you using? Then ask yourself whether they’re all truly necessary. By identifying the assets that truly represent your brand the best, you can increase harmony and decrease the disconnect.

2. Portfolio/services

Have you ever heard the phrase, “Jack of all trades, master of none”? It basically means someone who knows something about a lot of different topics but isn’t an expert at any of them. Another opportunity for simplification in a business is in portfolio/services. Maybe your brand has evolved from where it was when you first started, or maybe you now focus on a specific product offering. By discarding the extras, you’re able to streamline your brand and attract customers who know exactly what they can expect from you.

3. Content/campaign strategy

While it might be tempting to throw ideas against the wall and see what sticks, it’s not your best bet for brand simplification. Instead of trying to cater different campaigns or strategies to different audiences, focus your approach and concentrate on your strongest option. The same goes for your brand’s values, attributes, personality, and other features. Decide on the essentials and focus on those – think not about everything you could do, but what you should do that fits with your desired brand image.

Simplicity has become increasingly desirable in our oversaturated digital world, but it’s perfectly achievable along with a bit of hard work. By taking inventory of your brand image, you can identify the essentials and streamline your identity to simplify. Your customers will thank you.

As always, we at Brieffin are here to help if you need any assistance in the brand-identity-designing process. Just reach out to us, and we’d love to partner with you to achieve your brand goals.

Our Moment of Bliss

“Where’s your heart? Play your favorite record and maybe we can relate more.” – Kitten (Memphis from Memphis)

Join our playlist on Spotify and breathe into the coming week ahead. Namaste.

5 Important Digital Marketing Buzzwords

Do what you can, where you are, with what you have.

Theodore Roosevelt

What’s the difference between branding and a campaign? Or content creation and social media? The world of digital marketing is constantly evolving, meaning there are always new puzzle pieces to fit into a comprehensive marketing strategy.

Some companies hire an expert to handle all or part of their digital marketing, like we do social media for our industrial clients (and we love it!). Others might handle all of it in-house. And others still might be interested in learning more, in order to feel that they’re taking a fully hands-on approach to their marketing.

No matter which category you fit into – or maybe it’s a different one altogether – we wanted to provide a refresher on some of these common digital marketing buzzwords.

Branding

Branding is what your company or product looks like in the eyes of your customers. As we say, “your brand is your message.” Your brand is the message that you’re sending out into the world.

Think about your own favorite brands. What images pop into your mind? More than just physical features of the product being offered, branding can also be about an emotional connection. What words do you associate with the brand? How does it make you feel? What does your association with the brand say about you as the consumer?

When you create your brand strategy, you’re breathing life into your product or business. You’re establishing its personality, its likes and dislikes, its values, and more. While other aspects of your company may change with the seasons, your branding should be less temporary. It should only become stronger and more consistent with time.

Content Creation

This one may be the biggest buzzword of the past few years. And how can it not be, given the influx of Instagram influencers who call themselves “content creators” as their job titles? Regardless of whether you find that to be superficial, content creation is very much a legitimate need for many businesses, and a crucial part of a comprehensive strategy.

Almost anything we consume is considered to be content. How-to articles, news articles, blogs, gifs, memes, social media posts, YouTube videos – that’s all content. And the point of this content is to have someone reading, watching, or interacting with it.

That’s where the need for content creation comes in. When brands are able to create meaningful content for their consumers, they’re more likely to bring that consumer to them, rather than needing to go looking for them. Good content has the ability to gain repeat visits from those consumers, and it accomplishes another important goal: building trust with the target audience.

Campaigns

Remember how during the branding section, we mentioned that some aspects of marketing are more temporary? Well, campaigns were one of those temporary things. Simply put, a campaign is generally an activity outside of your daily marketing tasks with a fixed timeframe that aims to accomplish specific goals.

Whether it’s a new product launch, a contest, or just a new perspective on the brand, campaigns generally seek to augment customer interaction with the brand, bolster brand awareness and positive impressions of the brand, and convert new leads.

One recently memorable campaign was U.S. feminine hygiene brand, Always. Using the hashtag #LikeAGirl, they got the world talking about their campaign as they endeavored to change the negative connotation of this phrase into a powerful mantra. You can learn more about how their campaign got started, and find out the numbers behind the campaign’s success.

Social Media

Facebook. Twitter. Instagram. Snapchat. Pinterest. LinkedIn. YouTube. Tumblr. Reddit.

At Brieffin, we’re firm believers in the power of social media. It’s a great way for brands to magnify reach, enhance relationships, and exchange knowledge with others. But we’re on the topic of definitions today, so let’s stick to what social media actually is.

Since “social media” was added to the Merriam-Webster Dictionary in 2011, let’s see what they had to say:

social media (noun): forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)

Long definition short, it’s where users go to share content they’ve created with each other. And of course, brands entered this space long ago. There’s a lot of outreach that can be done on social media, but you have to remember: consumers want human connection.

SEO

Can you remember the last time you Googled something? (We’ll guess it was probably today.) Now, can you remember the last time you went to the 10th page of search results? What about the fifth page? The second?

And here we have in essence the importance of SEO, or search engine optimization, for your brand or business – no matter how amazing your content is, if it’s not showing up as close to the top as search results as possible, you’re not going to get the consumer engagement you want.

When you create an SEO strategy, it’s all about keeping the almighty Google in mind. Google arranges its search results with a very specific algorithm. It takes into account your keywords, but not only that – your snippets, your images, and even your site speed! Even if you have the best keywords in the world, your site won’t rank highly if it’s slow.

There are many ways you can improve your search engine optimization. From hiring a professional, to taking advantage of the tools your content management platform offers, SEO is something worth investing in.

At Brieffin, we understand that these topics can be confusing or even overwhelming, but they don’t have to be. We’re always here if you need us.

Our Moment of Bliss

“Kid, you gotta take it into your own hands.” – Magic Bronson (Fences from Wildlife)

Join our playlist on Spotify and reconnect with your childhood space. Namaste.

The Art of Social Media

Art is a step in the known toward the unknown.

Kahlil Gibran

As the technological landscape continuously changes, there are more and more voices participating in the social space. Anyone with an internet connection can write and publish anything at any time.

With this, social media has evolved from its original purpose. It’s more than just a place for friends and families to stay in touch. Instead, individuals and brands alike have the opportunity to share content. But with more voices comes more noise. Social media is sometimes seen as the void that internet users are shouting into. Everyone is saying something, but is anyone listening?

For this reason, social media sometimes gets a reputation for being superficial. But here at Brieffin, since we manage social channels for our industrial clients, we make a special effort to practice mindful social media. To us, this means designing and writing content with purpose. Purpose that meets our clients’ needs while also providing value to our audience.

In each of our Brieffin blog posts, we include a song at the bottom: our moment of bliss. Last week, I heard a song for the first time that really made me stop and think. Of course, it’s included at the bottom of this week’s post. But let me explain why I found it so interesting.

The song is called “Blood,” by the band ANIMA!. Its lyrics talk about the process of creating art and the struggle behind it. It made me think: the writing process that we go through when writing social media is similar. By that definition, does it mean that mindful social media is art?

Let’s take a look at some of the lyrics and see if/how that pertains to social media.

“Art is a mean meditation, staring at a blank screen
In between what we mean and the things we say.”

In general, I think that most types of writing qualify as art. It’s a creative practice. Anyone who has ever written something they cared deeply about has had the experience of staring at that blank screen or blank page trying to find the right words. Whether it’s poetry or social media, we often write with intention, but that doesn’t always mean writing plainly. There’s a careful strategy to everything.

“So I try to put a little piece of myself in
Keep the pretty people listening.”

This first line relates very closely to what we firmly believe at Brieffin: that personality is an indispensable ingredient to any type of brand or social media strategy. Putting a piece of yourself into your message helps to humanize it, therefore connecting with your audience in an authentic way.

The second line refers to the nature of performance when it comes to art. Painting, sculpture, music, theater, dance, or social media – all are generally meant to be public, made by varying degrees for audience consumption. For some of these, such as social media, they wouldn’t really exist without that audience. Keeping that audience in mind is crucial when creating that art form.

“Too many sides to a story, all these colors and shapes
I’m afraid if I love it they won’t agree.”

When sitting down to create, design, or write, there’s a decision to be made about the art’s creative direction. With so many options, choosing the most meaningful and impactful way to tell the story can be overwhelming. Along with that, especially when you’re working with your audience in mind – whether that’s your client, the consumers, or both – you have to remember that it’s possible they won’t like what you came up with. It’s opening yourself up to be in that vulnerable position.

“Art is love, love is work
It hurts to give yourself to it.”

Writing has always been something I’ve loved doing. From the time I was young, I was always writing – from stories and journal entries as a kid, to articles and campaign strategy books as I got older. These days, I spend more time writing blog posts and social media. But there are times that I work on a social campaign and feel totally spent afterwards. Just because it may be a 280-character Tweet or an Instagram post with emojis and hashtags, doesn’t mean that it wasn’t carefully thought out, written with intention.

These are only a few of the lyrics from this song, but just from these ones, I’ve personally come to the conclusion that social media – mindful social media – can be art.

If your business is looking for mindful social media content creation, or to take a more hands-on approach to your marketing strategy, get in touch with us. We’ll be here to help you however you need, to help you create social media art of your own.

Our Moment of Bliss

“Art is work, work is love, reminding us why we do it.” – ANIMA! (Blood from Art:Work)

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A Different Perspective on Brand Personality

Find out who you are and do it on purpose.

Dolly Parton

Many people have heard of the famous Myers-Briggs Type Indicator, also sometimes known as a personality test. When I was in my first year of college – and an “undecided” major – I went to our campus career resource center to do a few tests that could hopefully help to provide me with some clarity. One of these tests was the Myers-Briggs.

While some discount its accuracy – or even usefulness – it’s still the most widely-administered personality test that exists. And whether or not it’s totally accurate, doesn’t actually matter. We’re just going to talk about it in a way that’s fun and could potentially give us something new to think about.

When you take the MBTI, the classic result format is something like INTJ or ESFP. Test-takers are grouped into one of two categories for each of the four “digits.”

First: I (Introversion) or E (Extroversion)

Second: N (Intuition) or S (Sensing)

Third: T (Thinking) or F (Feeling)

Fourth: J (Judging) or P (Perceiving)

Most recently, when I took the test, I was allegedly an ENFJ. But looking at the acronym, even knowing what all of the individual components mean, does that really tell you anything about my personality?

A newer development in the Myers-Briggs world is the website, 16personalities.com. It rounds up each of the 16 possible results into a tangible personality – not just an unhelpful string of letters. Nearly 200 million people have taken the test via this platform.

My result: “The Protagonist.” According to 16personalities, protagonists are “charismatic and inspiring leaders, able to mesmerize their listeners.” My sister is an ENFP – “The Campaigner,” and campaigners are “enthusiastic, creative free spirits, who can always find a reason to smile.”

The website breaks it down into four subgroups with four personality types in each:

Analysts

  • Architect – INTJ
  • Logician – INTP
  • Commander – ENTJ
  • Debater – ENTP

Diplomats

  • Advocate – INFJ
  • Mediator – INFP
  • Protagonist – ENFJ
  • Campaigner – ENFP

Sentinels

  • Logistician – ISTJ
  • Defender – ISFJ
  • Executive – ESTJ
  • Consul – ESFJ

Explorers

  • Virtuoso – ISTP
  • Adventurer – ISFP
  • Entrepreneur – ESTP
  • Entertainer – ESFP

Having a concrete title for each personality type definitely tells you more than just the four letters. You can also dig into more information about each personality type’s strengths, weaknesses, workplace habits, relationships, and more.

Now switching gears… let’s talk about it from a brand perspective.

At Brieffin, we believe that personality is an extremely important part of any brand. It’s the magic dust that brings your brand to life. Finding a way to humanize your brand will make it relate to your customers. They’re looking for connection. “What is your brand personality?” is a great question to ask yourself when evaluating your brand’s humanity.

The idea of these 16 personality types can be a different angle when looking at, or trying to determine, your brand’s personality.

Even with just the brief descriptions of each type, you start to get an idea of who that “person” is. Those who identify as the Logician, for example, are “innovative inventors with an unquenchable thirst for knowledge.” And the Entertainer is someone who is “spontaneous, energetic, and enthusiastic. Life is never boring around them.”

From a consumer perspective, can you think of any brands that fit the above profiles, in your opinion?

As you read all 16 profiles, which ones stand out to you? Which ones resonate with who your brand is, or who you want it to be?

Even if you already feel that you have a strong brand personality, choosing one of the 16 types and reading the additional information may inspire you to look at your traits or messaging from a new perspective.

If you’re not sure, an interesting idea might be to actually take the test, and answer how you think your brand would answer – or how you’d want it to answer. Getting that result back can tell you a lot about how your brand interacts with the world, what your brand values, how your brand processes information, and how it reacts to different situations. These are all definitely human traits, but that’s what we want to do – bring humanity to your brand.

When it comes to the result – whether you distinguish it for yourself, or let the test do the work – it’s important to remember that there is no such thing as a right or wrong type. Just like people, every brand has a unique set of characteristics; strengths and weaknesses, likes and dislikes. The goal here, is not to be boxed in by any results, but to be empowered with the knowledge of seeing your(brand)self from a new angle.

Our Moment of Bliss

“Don’t concern myself with all of the lives I might’ve had.” – K.Flay (I Like Myself (Most Of The Time) from Solutions)

Join our playlist on Spotify and breathe in and out. Namaste.

Falling in Love with Brand Awareness

Awareness is like the sun. When it shines on things, they are transformed.

Thich Nhat Hanh

Brand awareness is sometimes seen as a marketing buzzword in the world of strategic communication. But what does it really mean?

Put simply, it’s the a measurement of consumer consciousness or recognition of a product or company. Within that, there are multiple levels to brand awareness. First, is the product or company recognized by its name? If not, it’s lacking brand awareness. If so, it’s a step in the right direction. The next question: what qualities or characteristics are being associated with the brand? What are the defining aspects that are easy for consumers to recall?

In some historical cases, the level of brand awareness has been so strong that the brand name of a certain product has replaced the generic term.

“Can you pass me a Kleenex?”

“Why do you have a Band-Aid on your finger?”

“I can’t find my Chapstick.”

Despite being part of our everyday language, Kleenex, Band-Aid, and Chapstick are actually just industry-leading brand names for generic products – facial tissues, adhesive bandages, and lip balm, respectively. Generally, these “generic trademarks,” as they are called, actually go against the trademark holder’s intentions, though it represents market dominance or monopoly.

Okay, so these are extreme cases. Brand awareness doesn’t always have to – and rarely does – go that far. Even if you aren’t aiming to be the next Velcro (which was also originally a brand name!), you should still strive for brand awareness – whether that’s business or personal.

When considering your brand awareness strategy, keep the following things in mind:

A differentiated message will help set your brand apart from its competitors. What about your brand is special? If your brand doesn’t have anything distinctive to offer, there’s no reason for your target audience to remember it. Find your niche and make your unique claim. This helps prevent market confusion when your customers know exactly what you alone can offer them.

When consumers know what you’re offering, they’re more likely to go straight to you for their product needs, rather than researching other brands. It’s like a shortcut through the decision-making process, which can sometimes be stressful. With a strong brand and clear and consistent message, you’ll become front-of-mind for consumers – that’s your number one goal.

Speaking of that clear and consistent message, your brand is your message. When your brand is sleek and coherent, it creates harmony. That harmony is appealing for consumers, and strong branding gives you credibility – before you’ve even said a word. For this reason, you’re more likely to be viewed as trustworthy by your target audience. And according to HubSpot: “In a world where consumers rely on extensive research and others’ opinions before making a simple purchase, brand trust is everything.”

Social media is one useful way to increase brand awareness, regardless of your industry. Whether you’re an industrial engineering brand like many of our clients, a small business owner, or anything in between, you can use social media as a tool to help create recognition.

We’ve previously posted here about the benefits of a strong social media presence. Not only is it something that virtually every brand can use, it also can help create a strong community. This community can become a base of your most devoted customers, who may be quite outspoken in their loyalty. After they’ve made that bond with your brand, they’re unlikely to waver from it. The consumer loyalty aspect is another key feature of a brand-awareness creation.

If you’re interested in developing a comprehensive brand awareness campaign, we at Brieffin are here to be your partners on that journey. We invite you to learn about our roadmap and philosophy for designing your unique strategy that gives your brand the WOW! effect you’re looking for.

“Awareness is like the sun. When it shines on things, they are transformed.” When your brand exists without awareness, it’s in the dark – unknown, unseen, unspecified. Bringing awareness is the special ingredient that transforms the anonymous into the familiar.

It’s time to fall in love with brand awareness.

Our Moment of Bliss

“Breathe in and out and go easy.” – WHY? (Easy from The Wild Honey Pie Buzzsession)

Join our playlist on Spotify and breathe in and out. Namaste.