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Social Brand Development

As humans, one of the ways we build relationships is through the stories we tell; why else do we catch up with our friends, right? In business, it’s no different. You want to create moments between your business and your customers. Those willing to share the experiences of their founders, customers, and staff can reap the many benefits that storytelling offers. It shifts the focus a little from what you do and talks about why you do it. The story of your brand is as individual as you are, and it needs to tell your audience who you are and why you’re doing what you do. It is where your manifesto comes to life, giving your audience context for your business and a chance to connect with what is important to you. After all, people buy from people.

Your brand is often your business’s most valuable asset. A strong brand can generate loyal customers and positive sales. The brand should be seen by customers as both positive and valuable. For your brand to be valuable to customers, it needs to simplify the decision-making process and reduce any perceived risk for your customers.

Social Media Branding. The personalized brand for your business should include a presentation of your unique benefits, knowledge, experience, and expertise that help make your business memorable. These unique assets influence customers to make a purchase and professionals to want to work with your brand. To expand brand awareness, start by creating, or cleaning up, your online presence and social media pages. On your social media pages, you should not post or subscribe to anything that does not enhance your brand. This includes both text and images. In addition to social media pages, you should create digital image galleries and a website showcasing the best of your brand.

Brand Evangelists

A happy customer is likely to tell their friends and family of the service they received. Creating brand evangelists doesn’t necessarily involve rewarding the customer with free products or services. The best method for building loyalty and creating brand evangelists is by letting the customer know that they are appreciated as a customer and that you enjoy referrals.

Satisfied customers are also likely to spread the word through social media about the service they received from your company without being asked. If they are happy, they will likely tell everyone why they are. Customer satisfaction goes a long way when creating brand evangelists. You can identify a brand evangelist by joining and staying current with social networks and watching for your business name to be mentioned on those networks. Another great opportunity for building evangelists is to get involved with customers online by incorporating widgets into your company website. These widgets can be used to allow for site visitors to communicate their thoughts and share them on their favorite social networking websites with the click of a button.

Personal Brand Messaging

Branding involves creating, maintaining, and enhancing the awareness of your product or service. In establishing the credibility and awareness of your brand, third-party endorsements have a tremendous effect. Individual branding is different from business branding in that it requires a continued positive attitude and even stronger relationship building. Unlike business branding, which recommends posting a social ad or banner on a webpage, billboard, or in print collateral, personal branding requires networking— and lots of it. Networking can be done via social networks, local group meetings, and events. In addition, during these networking sessions, the individual needs to be likable and must present good character, knowledge, and a pleasant appearance.

Attitudes toward the message of your brand have an impact on the customer’s purchase and behavioral intentions. To promote your brand, you could invest in advertising, which is a more general means of communication for promoting your brand. Marketing-oriented publicity elicits either positive or negative cognitive responses in customers. A positive cognitive response enhances the brand messaging which has an impact on the customer’s purchasing decision. A negative attitude and cognitive response toward brand messaging reduce the likelihood of a customer making a purchase.

A perfect example of marketing based on customer brand attitude and the use of endorsements is the Beats headphone brand. The brand was introduced without a large budget and focused on building credibility through celebrity endorsements and word-of-mouth. As customers accepted the credibility as positive, they spread the word about the product as being a commodity to those interested in owning the popular brand. With the help of social promotions, celebrity credibility, industry targeted publicity, and brand messaging the brand has developed into a multi-billion dollar company.

Full Sail University Brand Image

I’m a graduate of Full Sail University. I enjoyed earning my graduate degree in internet marketing from the University. Just for fun, I’ve created a brand image campaign with the school as the case study.

  • Real world experience –
  • Beyond simple education – Full Sail University creates a unique environment that prepares its students for real world experiences. Students are provided the same software and hardware that is used throughout its chosen industry and they are also mentored not only by educators, but professionals in the industry. Each of Full Sail University’s degree programs is designed to provide students with hands-on knowledge and real world experiences.
  • Professionalism –
  • Full Sail University also initiates an industry driven Global Professionalism Standard program to further guide its students into a professional career.
  • This GPS program contains 5 key components which are;
  • Timeliness – evidencing respect – preparedness – attentiveness and compliance with Full Sail’s policies as well as local and federal laws that directly reflect the industry’s expectations of their employees.

Full Sail University and the law of branding: 

  • The Law of Expansion:
  • Beginning as a Recording Arts program, Full Sail ran its first advertisement in the January 1979 issue of Rolling Stone magazine. Through the law of expansion, Full Sail has grown over the last three decades and now offers masters, bachelor’s and associate’s degrees in 20 degree programs, and has graduated more than 31,000 alumni.
  • The Law of the Category:
  • With expanding its brandfull sail university has also acknowledged the law of the category. As media and marketing have changed, full sail has changed and added new categories to its degree lineup based on the new industry desires. By continuing to expand its programs, full sail continues to remain relevant in its industry market.
  • The Law of Contraction:
  • Though Full Sail has expanded its programs over the years, it has also broken that law of contraction. Full Sail University started with a narrow focus of programs and degrees within the recoding arts industry and now has expanded to offering programs within marketing, creative writing and web design and development to name a few. This expansion could weaken the brand by loosening the focus.
  • The Law of Sub brands:
  • Full Sail University originated as an on-ground facility and shortly sub branded into also offering online courses. By offering online courses, full sail could have jeopardized the quality of its brand in the minds of current prospects. Along with this new online sub brandfull sail also created two separate websites for the two that includes different marketing, different programs, and different colors.
  • The Law of Color:
  • Full Sail University hasn’t seemed to hold a direct color for its brand. While full sail university on-ground has colors of blue, gray and white. Its online community uses orange, tan and green. By full sail not branding a color for its brand, it doesn’t help embed its image into the minds of viewers. One way full sail university could prevent this is by simply creating one brand logo with one brand color.

Full Sail University’s branding decisions

  • Positive –
  • A positive branding strategy that full sail has used is with its ability to expand into new programs and degrees based on the industry and consumers wants expanding. By providing new and updated degree programs, full sail has kept itself in the real-world market and will continue to do so as long as it stays updated by offering relevant industry programs.
  • Positive
  • Another positive branding strategy full sail has used is in initiating its global professional standard (GPS). This does not only help to create a quality student, but also a quality employee. By implementing the GPS program, it helps students prepare for real-world careers and it ultimately helps connect the name and brand of full sail with another success story.
  • Could have done better-
  • Though full sail university has just recently started its online degree programs, it does not seem to have a strong international marketing campaign. Most of its marketing is done online, but it seems to have neglected offline marketing to its international consumers who live outside of its local address.

Key strategies

  • Implement –
  • Full sail has a great marketing plan for its online consumers. However, it should implement a better plan to market towards offline consumers. By full sail marketing on television, radio and in print, it will be able to reach a wider audience without having to simply depend on word of mouth. From a personal opinion – I believe that a great marketing is not one that you have to find, but one that finds you.
  • Avoid – law of contraction
  • Though full sail university has been a success with its expansion of degree program categories. It should remain close to and keep in mind the law of contraction. Full sail shouldn’t want to steer too far away from where it started. It started with a focus in the arts and it should want to remain there without expanding too far into a state university marketed toward everyone in all industries.

Full Sail University in the industry

  • Full sail is and is not distinctive from other similar products. These similar products include other art schools and other online art schools. Schools I will compare it to here will be the art institute and Academy of Art in San Francisco. All of these educational institutes offer onground campuses and online education. And are all relatively close within the same field of art schools.
  • While the art institutes offer multiple onground campuses in many major US cities, full sail and Academy of Art only offer their campus education from one location. The benefit of doing this for the Art institute is that it allows for more flexibility for its students and allows for more students to enroll in program, which are offered only at onground campuses.
  • Full Sail University also offers degrees in categories for a smaller group than the others. While full sail seems to aim more toward media, Internet and gaming degrees. The other educational institutes have expanded further in the art field by offering degrees in subjects such as Photography, Fashion, and Architecture.
  • While full sail does offer a smaller variety of courses, it has been around for the least amount of time. The art institute was started in 1921. Academy of the art originated in 1929 and Full sail was founded in 1979. Based on where full sail currently stands against its competitors, it ranks fairly high based on its short amount of time in the industry.
  • What full sail offers over its competition is its brand name in the industry. The educational institute is highly ranked and praised within the industry and against its alumni. To create a better marketing campaign from its competition, full sail university should also market that it has higher industry ranks, graduation rates and higher student retention rates. Unlike its competitors, full sail university should strive to be a university, which graduates a quality of students rather than a quantity of students.

  • I believe that full sail university can improve life, solve problems and fulfill desires. How it can improve life is by offering degree programs that are highly sought after and have a great success rate once students look for employment.
  • It can solve problems by providing programs that other schools or universities don’t offer and solve the problem of providing on online campus to reach out to students across the world who may have a full-time career and family and may have concerns about moving locations or dealing with time schedule conflicts of going to onground campus courses.
  • By providing prominent courses for students, full sail is able to fulfill student’s desires to attend the university and graduate with a desired degree.
  • Though full sail can improve life, solve problems and fulfill desires, it is ultimately up to the attending student to gain the full experience full sail has to offer. Without abiding by GPS standards, working hard on their studies and making the most of their opportunity; the student can miss out on gaining the full sail experience.

Networks to Market Your Brand

1. DMOZ Directory 

– DMOZ is a great directory service that ranks very well within Google. Any link listed in DMOZ gets top priority with Google and can drastically help increase the page rank and position of the website. The issue with DMOZ is that it is hard to get listed in. There is a long approval process that doesn’t accept everyone and it will take months to get listed within this directory if it actually does get approved, which there is a high chance that it wont.

2. Yahoo Directory 

– The yahoo directory is well known and can easily increase the page rank of its subscribed members. What does it take to be a member? Only $299 per year recurring is all. While this is a great website to get listed on, it is pretty expensive to many. While most may see it as a rip-off due to the pricing, if the calculations are done correctly, it’s really only $25 per month. This issue with getting listed here is that the directory doesn’t get much business besides from advertisers. Nonetheless, it does give a valuable backlink and drastically helps with ranking position on

3. Online Design Directory – Sponsored Ad

This website shows at the top of the listing when “web design” is searched for within Google and other search engines. It’s a fairly new website, but it has created quick buzz and has ranked fast within the search engines. By signing up with a sponsored ad for $20 per month, a website text link can be listed on each of its 60,000 plus pages. This is great for being searched and greatly increases backlinks.

4. Web Designers Directory

This is another great website directory that shows up on the top of the searched keyword “web design.” Ways to use this website would be for backlinks and for its credibility. Listings can be done by either getting listed in the directory or paying for a sponsored text or banner link.

5. – Sponsored Ad

Here is another example of a top ranked website that accepts sponsored ads. This website has a low rank for the Texas web design category. However, the site is well known and ranks high within search engines.

6. iFreelance Directory

This website is for freelancers, however, those looking for a web designer normally are just looking for a good price. Many companies market on this site and for good reason. This site places a link, portfolio, and contact information for each company or individual that wishes to be listed in a particular category. The ultimate goal of this site is for buyers to get estimates from bidders on their upcoming project. Normally the lowest bid and value wins.

7. Craigslist

This is a free service that is pretty cheap, but it gets the job done. By placing a local advertisement up within the computer category, users can use the search word “web design” and locate the company’s ad and link to its website. This website gets high ranks and provides easy backlinks and use of keywords for search engines.

8. Twitter

Twitter is a pretty broad website to use to place an ad on. However, it has great credit and a great page rank. What makes this website better than other social networking sites for marketing is that it does not cloak external links. This allows for search engines to find the link easy and link it back to the company website.

9. Merchant Circle

This is a simple company that lists local companies for its users. By the user typing their keyword into the search bar and then entering their city, they may easily find what they are looking for. This website gives a credible backlink, but it doesn’t help with page rank as this website only has a high page rank on its home page. Though it doesn’t help with page rank, it is a good website to use for being found.

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