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This little red book is responsible for changing the way I think about designing for the Web, and I don't think I'm alone. Strategy maps are diagrams that allow you to quickly visualize the performance of your balanced scorecards.
The main idea is that each objective in your balanced scorecard is represented by a shape, usually oval or square. If you're interested in simply displaying KPIs rather than managing strategy, Dash is a fantastic option. Your brand strategy defines what you stand for, a promise you make, and the personality you convey. Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand.
You acquire customers quickly because your prospects’ experience with you supports everything you say. You can charge a premium because your market knows why you’re better and is willing to pay for it. The market may not have a consistent view or impression of your product and company, but in general you think it’s positive. You haven’t thought a lot about branding because it doesn’t necessarily seem relevant, but you admit that you can do a better job of communicating consistently with the market. What you do, what you say and how you say it may contradict each other and confuse your prospects. Create a free account in our marketing planning and management web app for step-by-step guidance. Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life.
Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers.
Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. Write positioning statements and a story about your brand; use them throughout your company materials.
Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company. Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. In the past few years the importance of social media in global digital strategies has increased exponentially. For a global brand this brings great opportunities, since these three International social media platforms are already familiar and localization can expand their reach to new audiences.
The adoption rate of each social media platform and the way people use social media varies greatly in different countries and regions. Therefore it is very important to do a proper market research across regions to find the right platform to invest in. Once you have found your audience, listen what the general discussion is about and what the users are saying about your brand and competitors. Developing a cohesive, global strategy is important, but it needs to be customized based on your knowledge of the local behaviour and customs.


Understandably a brand might be tempted to have a general Facebook, Youtube or Twitter page to save in costs, or have different pages per region with the same, translated content. But if you opt-in for plain translations, your reaction speed is slower, your message might not be understood and lack of local relevancy might make the amount of the “fans” or “followers” drop. For a global company with a network of market units across the globe, it is very important to involve local markets from the early stages of the process.
By getting local markets aboard and supporting them with their local social media pages, the results will be much better than doing it alone or focusing on one global page.
Instead, offer basic social media training and allow markets to pull content from your global channel.
Having worked in a global company, I know that the main issues while developing a global social media strategy are the cost and the novelty of the channel. However, an investment in these basic global channels and training for the local markets can really pay off. I am Pauliina Jamsa, a 32-year-old multi-lingual Finnish Digital & Mobile marketing expert with International business background - I have lived in many countries and speak 7 languages. This is is an extension of our original Town Hall Level 8 post which include base layouts for your clash of clans village.
After a decade of treating content like an afterthought, Content Strategy for the Web helped us fix our priorities, and gave us a better way forward. These shapes are then grouped by perspective and lines are drawn to show the cause and effect chain. They come with all of the dashboards you need, and allow you to manage your team with advanced permissions and the convenience of centralized billing. Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO.
And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. But when you put two companies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers. In addition to generating revenue, brand equity makes your company itself more valuable over the long term. It’s easy to begin dialogue with new prospects because they quickly understand what you stand for.
A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. Around 70% of Facebook’s 750 million active users are not from the U.S and the platform has been translated in more than 70 languages.
However, as with any type of marketing, the brand having social media success in their own country does not mean that same approach and tactics work abroad. Even if Twitter, Facebook and Youtube are used across the globe, these platforms may not have reached yet the same level of popularity than the local networks. See how your target is engaging with companies, how they use the platform and what the best practises in the particular country are. Identify what are the global goals and objectives and what are the goals and objectives per region.


They have the best knowledge of the local customs, user behaviour and trends as well as their local competitors’ activity. Market units will then translate and localize the content themselves according to their country’s requirements.
If the local markets are motivated and have freedom to act, they will be investing their time and effort to update the pages and engage with the audience. Based in London, I am currently working as Digital Marketing Manager for Microsoft Dynamics. Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers.
Youtube is localized in 23 countries in 24 different languages, and 70% of the Youtube traffic comes outside the U.S. This is why it is important to take in account the following best practices and tips, before launching an international social media strategy. While Facebook is not very popular in Asia and Russia, Twitter has encountered big success in Japan, because of its anonymity and mobile friendliness. By understanding the cultural variations you will more easily be able to avoid pitfalls and identify the trends before entering the market.
Your brand might be highly popular in one country, which means one of your goal might be increasing brand loyalty, however in another country people do not recognize your brand and you might need to focus more on augmentation of brand awareness. I wrote an example of Red Bull a year ago: The brand sent in Facebook a link straight to a Japanese Google translated page without checking what the translation was.
By respecting cultural references and taking in account local trends, events and holidays, you can give users more personalized experience and help your brand to connect the audience on a deeper level. Social Media is highly reactive and by putting barriers for local markets, the strategy is likely to fail. Keeping the social media page alive does not cost much money, but it can reach a larger audience than the old media or banner campaigns.
If you want to capture significant market share, start with a strong brand strategy or you may not get far.
In China, Twitter-like Weibo and social network Qzone with 150 million active users are the platforms of choice while in Russia V-kontakte is the local version of Facebook.
Once you know what you want to achieve, you are able to set up tactics to best achieve those goals.
If you strictly control what gets published, by the time translation agency has sent you translations, the “news” is already old.
Publish links to local channels in your global page to promote local pages and direct fans to more relevant content. It is a way to really engage with your audience as well as to encourage WOM and consumer generated media. What all continents have in common is the high usage rate of Youtube – used via mobile, tablets, PC or netbooks.



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