In the past few months, we have learned a great deal about online branding, digital presence and storytelling. Some claim it to be your business’ most important element. Your online branding and digital presence allows you to show who your company is and why you do what you do. By doing this, you are able to connect with your prospective leads and hopefully convert them into customers. A company’s website is their first “go-to” for their online presence and who they are. Other elements to a company’s digital presence are: social media accounts and posts, photographs, e-commerce platform, email campaigns, and videos.
What is a brand brief? A brand brief is a comprehensive document that shows an overview and guide to who your brand is and who it is not. It includes a company’s values, mission, vision, target market, competitive advantage and more. Since this is an internal document, employees may look at when they want to make sure what they are creating follows the guidelines to what the brand represents. Here you can look at an example of one I made this semester on Ben & Jerry’s: Ben & Jerry’s Brand Brief Below you can see a snapshot of what my personal brand brief would like:
Storytelling is about developing a connection between your business, prospects, and customers. It is how you create meaning and emotions from your customers. You want them to have a connection with your brand. Making your content persuasive, participatory and personalized are also all tactics to bring the customer in.
My Story
As a high school student, I thought I wanted to be a pharmacist. Two of my uncles were pharmacists and I would always go to “Take Your Child to Work Days” with them. I took three Communication Technology courses in the beginning of high school where I learned about broadcasting, filming, storytelling, and editing. During my last two years of high school, I ended up enrolling in these three electives: Intro to Business, Sports/Hospitality/Entertainment Marketing, and Sales & Marketing. I loved all three of them! I was so interested in the topics I learned from all of these classes, so I decided I wanted to be in the field of marketing and media.
I applied to many business schools for college and I got into all of them except for the Rutgers Business School. I have always wanted to go to Rutgers ever since I was a little girl since both of my parents went there for undergrad and my grandpa for his Master’s. I ended up still choosing Rutgers and decided I would work hard to achieve a GPA needed to get accepted into the Business School after the first year – that is exactly, what happened! I was so excited and ended up graduating with a double major in Marketing and Supply Chain Management.
Now, I am pursuing a Master’s degree here at Fox School of Business that I am loving so far! If you want to find out what happened in between, feel free to reach out! 🙂
Resources
Lambert, Sheri. Digital Brand & Product Management: Content Storytelling.
HubSpot: Content Marketing Course.
Oberthaler, Katie. How To Write a Successful Brand Brief. ZiFlow. https://www.ziflow.com/blog/brand-brief
Smart Insights. Online branding: a digital-centric approach to developing brands. https://www.smartinsights.com/online-brand-strategy/brand-positioning/digital-brand-development/
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