Social media guru Guy Kawasaki gave the opening keynote speech at this year’s Pubcon conference and went back to the basics by outlining his top 10 tips on how to perfect your brand. Chief Evangelist of Canva, an online graphics design company, an author of multiple books and a public speaker, Kawasaki is one of the foremost experts on all things marketing and social media. Whether you consider yourself a social media leader who may need a basics refresher, or you’re just beginning to grow your presence online and need all the help you can get, these tips are great to keep in mind.
The first step to perfecting branding is to understand perspective. People make split-second decisions about a brand or product, so it’s important to make sure you’re putting your best ‘face’ forward at all times. Keep in mind how you want to be perceived by your audience as you move throughout the remaining tips.
Before creating social media or online profiles of any kind, make sure you have the best representation of yourself or your brand for the profile photo or avatar. If the profile is a person, make sure the photo represents them as someone who is likeable, trustworthy and competent. Also, make sure it focuses primarily on the face, and that the photo is front lit for clarity. If the profile is for a corporation, make sure the brand logo is easily recognizable and readable if it contains text. No matter what you choose as your avatar or profile image, keep it consistent across all online platforms.
Next, create a cover photo. Keep in mind that cover photos vary in size across platforms, so have a specific cover photo made to fit the size requirements of every individual site. Make sure that the image is interesting, and above all, make sure that it conveys your personal or brand story, or represents something you’re passionate about.
Once you’ve perfected your online presence, it’s time to create a business card that is equally as impressive. Make sure that your fonts are readable – Kawasaki recommends using at least a 10-point font – and scanable to programs such as Evercontact. Include every piece of your contact information on the card including mobile number, and make sure that the same information is included in your email signature.
Another important step to strengthening your marketing presence is to ensure that your new business presentations are in tip-top shape. Having simple, easy-to-read slides are a must in any situation. Experts suggest that 10 slides is the magic number for any presentation, and they also recommend using 30-point font on the slides, always using 16×9 as your standard presentation size and having a dark background with light or white font. Finally, Kawasaki points out that any presentation should be given in 20 minutes or less, because “while pictures may be worth a thousand words, a demo is worth a thousand slides!” So, make sure to leave plenty of time at the end of your presentation to demonstrate your product or service.
Photos are an important branding tool that everyone needs to master. Don’t be afraid to crop photos for maximum effect – remove everything from the photo that’s not the focus. Just like profile photos or avatars, make sure photos are always front lit for clarity. And when posting to social media, a blog or another source with size parameters, make sure the photo is sized correctly.
Social media is without a doubt one of the top ways to grow your brand presence online, and it’s an important outlet to master. Kawasaki suggests that everyone should embrace the NPR model – you’re providing value to the online world, so you’re earning the right to use social media as a marketing platform. Don’t be afraid to use it! One important question to ask when posting that valuable content online is: Does it pass the reshare test? Basically, this question is asking will people like it enough to share, or are they willing to risk their own online reputation to reshare your content to their page or timeline?
When it comes to social media, Kawasaki says that if you’re not making people mad, you’re not doing it right. Basically, post a lot of content! Make sure it’s all valuable, relevant information, and ensure it passes the reshare test. But don’t be afraid to share, share, share.
Pinterest is the new Google! Ok, that may be a little extreme, but people are using Pinterest much the same way that Google is used. If you’re searching for the perfect recipe for dinner, are you more likely to do a Google search or Pinterest search? If you said Pinterest, you’re like the majority of the online population. If you said Google, go signup on Pinterest – quick! It’s an increasingly important platform, and every image you share to Pinterest from your website should be easily pinnable.
Finally, Kawasaki provides an important tip to wrap up his ‘perfect your marketing’ keynote – don’t give up trying new stuff! There are always new tools, new methods or new processes to be tried that can provide even more benefit to your marketing program.
If your marketing program needs on overhaul, or if you’re not sure where to start, mRELEVANCE is here to help. We can take Kawasaki’s tips, plus the decades of combined industry knowledge that our team possesses, and put it to work for your company. Visit our website, www.MarketingRELEVANCE.com, to learn more about our services, and then give us a call at 770-383-3360 so we can begin perfecting your marketing today!