The Ying and Yang of Powerful Brand Stories – Free Webinar Replay

Finding the balance between your business’ visual and verbal communication is essential to presenting a solid brand identity and building consumer comfort and loyalty. The smoother and more consistent you are in presenting your brand’s promise the more comfortable your ideal customer will feel when interacting with you – and the more likely they will be to stick with you as a loyal brand ambassador.

But how do you know which “tone” defines your type of business? How do you map your visual images with your language to tell your brand story with the right feel and attitude?

Recently BrandTwist Founder & CEO Julie Cottineau joined Rebecca Swift, Head of Creative Planning at iStock, to present a free webcast, “The Ying and Yang of Powerful Brand Stories,” on visual and verbal branding.

Click on the video, above, to learn how to:

  • Get your brand noticed by creating a compelling story
  • Use pictures and language to engage your market
  • Search more effectively to find the perfect image
  • Arrive at a verbal and visual balance to help your business succeed.
  • Identify the three main “tones” that resonate with customers, and know which one is right for your business.

The positive responses and feedback we’ve received has been overwhelming and we send a big thank you to all who shared their comments.

We’re thrilled that iStock has generously made this free webcast replay available…. AND DON’T MISS OUT ON MORE:

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SIGN UP ON iSTOCK FOR MORE webinars, inspiration and great visual content to support your business and brand.  Sign up HERE. 

 

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You could receive a BRAND ASSESSMENT one-on-one strategy session with Julie Cottineau. Fill out the form to see if your brand qualifies, HERE .

 

Enjoy the webcast and valuable branding and marketing insight and please share it with friends or colleagues who you feel might benefit.

 

 

Sharpen Your Digital Fluency to Win the Job

This post, Sharpen Your Digital Fluency to Win the Job, is another in our series providing insight and action steps for those seeking a career in branding. Julie Cottineau gives her top tips and shares insights from her 25+ years at great companies such as Grey, Interbrand and Virgin. You can read more entries in this Career series HERE

Whether you are a raving fan of Facebook – or a hater – it doesn’t really matter.

Part of the appeal of hiring someone in their 20’s is that the hiring manager (often someone in their 40’s or 50’s) believes that you are a Digital Native and that you will help them decipher Instagram from Pinterest and everything in between.

I meet marketing students all the time who say, “I’m not really that into social media.” Well here’s my advice… Get into it. Fast.

If you are interested in branding or marketing, you need to be fluent in Social Media. Not as someone posting vacation pics and snaps of wild karaoke nights – but as someone who understands and appreciates the power of social media to connect with people, create dialogue and build brands.

The latest “hot” social channel may fluctuate or evolve over time (personally I think there is a whole generation of tweens who are going to be more loyal to Instagram then Facebook) but two-way relationships – engagement marketing – are here to stay. And you need to know your Tumblr from your Twitter and how to use it for brands you will be helping to build.

So what’s a budding brander to do? Does this mean you have to become an uber blogger or tweet 24/7? No, but you do need to be able to demonstrate digital fluency:

  • Be prepared in interviews to talk about what brands and branding experts you follow on Twitter.
  • Reach out to experts and agencies through their blogs/twitter accounts. Leave positive, insightful comments. These budding relationships could  help you down the road in your job search.
  • Make sure you have a professional presence on the major social media such as Linkedin and Twitter, and make sure your profiles are up-to-date
  • If you have a Linkedin or Twitter profile, make sure you include a professional, friendly picture. None of those grey portrait outlines or generic blue eggs. They communicate that you are not really committed.
  • And think about starting a blog or a twitter account dedicated to branding, marketing, and/or creativity. No one but your mom may read it at first, but it you post or tweet fairly frequently, it will eventually come up when prospective employers Google your name – and it will show that you are serious about the field.

Want to start increasing your visibility right away? Apply to be a guest blogger for BrandTwist. We’re always looking for great student and guest authors for our blog. Interested? Just send a brief synopsis of your blog idea along with a sample paragraph to Jamie@BrandTwist.com and we will contact you within one week to let you know if your blog idea has been accepted for further development.

BrandTwist does not pay for guest blog content, but we will provide you with a byline that includes your bio and contact details. This is a great platform to reach other people who are passionate about brand. Who knows… maybe your future employer will see your blog post and call you for an interview!

Hone your skills. Brand School, our highly effective, premier branding course, will give you the tools you need to develop your branding skills. Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Brand School helped me get clear on my messaging and my brand. Now my clients know exactly what it is I bring to my classes.” – Josh Pais, Actor and Founder of Committed Impulse, creativity workshop

How Not to Dress for Success

This post, How Not to Dress for Success, is another in our series providing insight and action steps for those seeking a career in branding. Julie Cottineau gives her top tips and shares insights from her 25+ years at great companies such as Grey, Interbrand and Virgin. You can read more entries in this Career series HERE

It may be summer, but this is still a job. Even if you see senior partners dressing in casual clothes – remember they’ve already gotten the job. If you are an intern or junior employee,  you are still auditioning. The casual air in a creative environment like an agency can be misleading, but if you have any doubt whatsoever, err on the more professional side.

This means:

No flip flops (for men or women) ever- save them for the beach!

No midriff baring.

Gals: No super micro-mini skirts or hotpants.

Guys: Depending on your company, you may not need to wear a jacket or tie – but no shorts or scruffy t-shirts, and no pants hanging so low they’re falling off.

Pay attention to how the men and women in the office are dressing when they go to see clients.

When in doubt: ask!

Dress for the job you want, not for the job you have. This doesn’t mean you need to spend a lot of money, but it doesn’t mean you need to look frumpy either. Just be clean, neat and professional.  Don’t go for the the Devil Wears Prada Anne Hathaway before look.

If you are in the branding business, you do need to pay a little attention to your own brand. This is a great time to start cultivating your unique personal style, and style can be expressed in many ways.

If you do want to show some personality through your clothing, accessorize. This can be statement jewelry, cool bags, belts, shoes, hats, scarfs or ties; all applicable for both men and women.

Perhaps there is a certain color, pattern or cool style of specs that you are passionate about. Don’t be afraid to wear them continually and start to develop a signature look. As long as it’s genuinely connected to who you are – don’t play dress up.

One place where shorts are totally appropriate—the company softball team. Joining in is a great way to show your unique personality, demonstrate that you are team player and get to know your future colleagues and bosses.

When I was at Virgin we had a great college intern who came to every game. He wasn’t the best batter or fielder but he had such a great attitude. He was always cheering his teammates on and offering to buy the first round at the pub after the game. This definitely made a positive and memorable impression, gave us great insight into his personality and showed that he was someone who could fit in with the corporate culture.

Have you observed a fashion faux pas in the office? We’d love to hear about your own experience… maybe it was your own internship or a story from one of your friends.

Also, if you are looking to boost your resume, why not become a guest blogger for BrandTwist? Reach out to jamie@herculiz.com with your blog idea or any questions about guest blogging.

Brand School, our highly effective, premier branding program, will give you the insight and tools you need to express your personal brand for greater recognition in your career field. Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

Please also connect with us out on Twitter and Facebook for more insight and discussion on branding.

“I highly recommend tis class to anybody; it will put your business on a different level.” – Dr. Marina Kostina, Distance Learning Specialist, CEO of  wired@heart

Land the Job: Bring Your Experience Off the Page!

This post, Land the Job: Bring Your Experience Off the Page! is another in our series providing insight and action steps for those seeking a career in branding. Julie Cottineau gives her top tips and shares insights from her 25+ years at great companies such as Grey, Interbrand and Virgin. You can read more entries in this Career series HERE

One of the most important challenges to landing a job in branding is knowing how to make sure you stand out. Chances are there are more than a few candidates vying for the same internship or full time job that you’ve got your eye on.

Having been on the hiring side many times, I can tell you that after a while the stream of candidates becomes a blur. One thing that helps a candidate stand out is to have a presentation of his or her experience. I call this a “visual resume.” By that I simply mean: a well-designed, clean PDF that brings some of the examples in your resume to life. For example:

  • Spent a summer as an intern at a local agency? Put a screen grab of that agency’s logo and some of the key projects/brands you were involved with on a page. Make sure you don’t show anything that the Agency or their clients would consider confidential (when in doubt ask).

Help your prospective employer visualize your experience.

  • Ran the marketing for one of your school’s events? Show pictures from the day and include stats about how many people you reached etc.

Unless you’ve worked on mega brands like Coke and Nike, it’s going to take your interviewer a few minutes to really understand what you are talking about and determine if the experience is relevant to what he or she is looking for. Help them make the leap more quickly by brining the examples to life. To that end, make sure you are taking pictures at any school events, and scanning the covers and key pages of any relevant projects (like a marketing class project where you had to come up with ideas for a new brand).

Another effective thing that you can do which shows your interest in the job is do an informal customer experience audit before the interview and bring your findings with you.

When I was interviewing to be the VP of Brand at Virgin, I did my own desktop audit of the Virgin brand – I looked at the websites of each of the individual brands in the Virgin family and I did an informal survey about what the brand stood for among people in what I perceived to be their target market. I presented these “findings” along with some initial suggestions on how to address the brand’s challenges as part of my interview. I didn’t present it as in-depth research, just a conversation starter. But it did show that I wasn’t just saying I was interested in working there; I was proving it through a bit of extra research. And the rest is history…

Think about putting in a little extra work prior to your interview and be prepared to share a point of view. You don’t have to be “right” in your learning, just as long as you can demonstrate a solid thought process. It will also help you gauge how open your potential employer is to suggestions. Receive more tips and techniques on how to do this in our post HERE.

Brand School, our highly effective, premier branding program, gives you the tools and techniques you need to keep your brand shining through and standing out. Receive more information about Brand School’s next session and get free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Brand School had great examples of real companies. I was able to dig even deeper, think of things in a new way, and get new ideas for my brand.It was well worth the fee.” – Brenda Dillion Cavette, Founder Fashionista Tea

‘Word of Eye’ Is Key to Success in Branding Today

(Image credit: AFP/Getty Images via @daylife)

Forbes columnist Allen Adamson recently came to BrandTwist founder Julie Cottineau for her input regarding the latest digital technology trends and their impact on brands and marketing. She provided insight on how brands like Virgin America use strong visual branding to get their brand story across; and how it’s important to have brand signatures and images be click, shoot and send worthy. In today’s quick-paced technology based markets, it’s even more critical to utilize what Julie calls ‘Word of Eye’ to remain in the forefront of consumer thinking. ‘Word of Eye’ is not only the current trend, but the wave of the future as well.

Read the full article by Allen Adamson on Forbes.com:  Virgin, Disney, Apple Know ‘Word of Eye’ Is Key to Success in Branding Today

What brands have you seen that successfully leverage “Word of Eye”?

 

Brand School our highly effective, premier branding program, will give you the tools you need to develop your branding word and Word of Eye skills. Receive more information about Brand School’s next session and get brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Brand School had great examples of real companies. I was able to dig even deeper, think of things in a new way, and get new ideas for my brand. It was well worth the fee.” – Brenda Dillion Cavette, Founder Fashionista Tea