brand personality
How does Americana Pipe Dream effectively use storytelling in their marketing?
Americana Pipe Dream excels at storytelling by approaching content from a creator's lens, weaving narratives around their products rather than simply promoting them. They build curiosity through varied shot types, pacing, and hooks that capture attention from the beginning. For example, when selling a coat, they create a compelling story about a Soviet grandmother explaining the coat's importance in winter, establishing an emotional connection with viewers. The brand consistently uses origin stories for every product launch, such as their alpenflage camouflage collection, where they incorporated historical context from the 1980s military operations. This storytelling approach not only makes their content entertaining but also product-focused, helping them earn customer attention rather than begging for it. By contextualizing products through narrative, they create urgency and demand while differentiating themselves in the marketplace.
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Sweat Equity
04:02 - 10:08
What is Employee Generated Content (EGC) and how does it differ from User Generated Content (UGC)?
EGC is content created and shared by employees that highlights their unique experiences within a company, rather than just reposting brand content. Unlike UGC, which comes from customers or followers posting about a brand, EGC focuses on internal voices of employees, providing an authentic look at company culture. This approach matters because authenticity is crucial in today's digital world. By sharing honest stories and experiences, employees humanize the brand, building trust and deeper connections with both customers and potential employees. EGC helps showcase the genuine human side of a brand through team-building events, day-in-the-life posts, and special milestones, creating a more accessible and engaging brand presence.
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ZoomSphere
00:00 - 05:07
What is the key to authentic employer branding on LinkedIn?
The key to authentic employer branding is having the courage to stand out and be different rather than blending in with everyone else. James Ellis emphasizes that companies must know what they stand for, what they care about, and how they're different, instead of creating generic content that he calls 'employer blanding.' Successful employer branding isn't about pretty pictures and polished content but about showing what really happens behind the scenes. As Michelle confirms, people want to see authentic content that they can't find on websites or typical social posts. Being willing to show the real aspects of company culture creates genuine differentiation and connection with potential employees.
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Michelle J Raymond - B2B GROWTH CO
31:24 - 34:25
What is the 30155 rule for networking on LinkedIn?
The 30155 rule is a strategic networking approach for LinkedIn growth. First, identify and follow 30 industry peers at your level who share your target audience. Then, find 15 influencers who attract similar audiences. Finally, follow 5 active profiles of your ideal buyers (decision makers). The key is to engage with their content daily, not just follow passively. This strategy works by exposing you to your target audience, building relevant connections, and keeping you top of mind in your industry. Dedicating 30 minutes at lunch and 15 minutes in the evening for engagement can effectively implement this networking strategy.
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Filipa Canelas
04:27 - 10:46
What is brand positioning and why is it important?
Brand positioning is the strategic process of helping your audience remember your brand for something specific, giving meaning to what your brand is about. It's how you place your brand in the mind of your audience, making it memorable for particular attributes or benefits. It's critically important because in today's crowded marketplace, consumers have numerous choices. Without effective positioning, brands simply blend in with competitors. Good positioning gives your audience a clear reason to choose your brand over others by highlighting your unique differentiators. This strategy requires understanding your target market, analyzing competitors, identifying gaps, and creating a coherent brand experience across all touchpoints.
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Brand Master Academy
01:08 - 08:54
What is the difference between brand voice and brand personality?
Brand voice is a specific tool used to communicate a brand's personality through language and messaging. While these terms are often used interchangeably, they serve different functions. Brand personality encompasses broader attributes including visual, verbal, and physical elements that define the brand's overall identity. Brand voice, on the other hand, is more specialized, focusing on the unique mood and tone used in the brand's communications. Essentially, brand voice is the expression method that helps convey the larger brand personality to audiences.
Watch clip answer (00:29m)
Brand Master Academy
00:00 - 00:29