Nick Westergaard - Top Branding Tips for Business

And I guess a little more specifically, what are your top tips for businesses to keep in mind when it comes to branding? That experience is key. I invite people to use concentric circles and to start with the center circle of some of your core brand DNA, your logo, your brand promise, and then your product and service brand touch points. So the things that are connected with product and service delivery. And then the outer circles of your marketing communications, both your static analog touch points and your interactive digital touch points. And then beyond that, kind of the outermost circle would be how you can engage senses like touch and smell and all sorts of interesting things. Cool. Great. And I guess a little bit more specific to video. How can marketers use video to power their brand strategy or to communicate their brand message or sort of convey their brand through video? So we started as a medium and then we started as podcasts have gained popularity. We're actually talking to people were in their ears while they're on their commute on their run. And then with video, we engage even more senses. So all of a sudden we have the content, but we also have the sound and we have the site. So I think thinking about how you can use that to tell very personal stories in coming full circle back to stand out brands that stand for something. I think that's why it's important to understand what aspect of your customer's life your brand appeals to. And video can be a powerful tool for helping you deliver that brand promise. That's a great answer. And then I guess a little bit more specific to data, but how can marketers measure their brand success? So how with those key aspects of branding, how do they measure what works or what resonates with them? Well, I think you have to know what it is you're trying to do. We have a different measurement problem, I think, than the previous generation of marketers. It was all about, I know half my marketing is working, I don't know which half, because it was hard to measure. Now we have no shortage of numbers, but what's hard is actually connecting them back to something that matters. We have all sorts of vanity metrics, we have views, we have followers, we have subscriptions, we have all of these things. But unless that's actually connected to something that moves the needle for your business, they're just numbers going up. So I think it's important to remember to eat your vegetables, strategically speaking, and to know why you're doing this in the first place. And then lastly, a little bit more specific to video, what are your thoughts on video marketing and branding together in the future? Well, I think video is an extension of the, if you look at media overall and look at what TV did, for the very reason I mentioned earlier, of engaging all of the senses. I think video lets us do that, but before TV was a tool reserved for only those with the big budget, and now that doesn't have to be the case. Now we have video that we can create on our phones, on our computers, live video that's happening in the moment of something exciting. So it sounds corny to say, but we've got this democratization of these very powerful tools in the form of video to appeal to the hearts and minds of our customer. So I think that we can do some pretty amazing things. Great, that's it. Thank you. Thank you so much.