MGNT 138


“The art of marketing is the art of brand building. If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner.”

Philip Kotler Professor at the Kellogg School of Management

 “How to use social media to build my personal brand.”

My goal is to open a business when I finish my certifications and recognizing the importance social media plays in marketing my business; I want to establish an excellent branding voice.

In the meantime, I am starting from scratch in my business plan, I want to develop my branding voice to engage potential customers. I love collecting tips and strategies as a resource to guide and develop my business; researching for a PLN, Personal Learning Network, will give me the opportunity to design a compelling branding voice for producing content in any social media platform.


Blog Links

Blog Link #1


The Best Way to Document Your Brand Voice Guidelines (Free Template)

In marketing when they say brand voice, they are referencing the authentic personality of your brand. The brand voice is the outline of your social content. From blog posts to Facebook, Twitter to Instagram you should speak seamlessly to your audience.

I found interesting was Stephanie’s exercise of “we are, we are not” to help set boundaries in your social media not to cross.

Outline my verbal identity:

  • Will you write in shorthand?
  • Will you use slang?
  • How about emojis?

I will take into consideration my demographic and psychographic information about my target audience to better frame my content appropriately.


Establishing Your Brand Voice On Social Media – Adweek. (n.d.). Retrieved from



Lauren Pope talks about her love of style guides when working with clients. To have a process that everyone buys into when creating content will have tangible results. In having a style guide ready, it will work as an agreement about the right way to communicate with users.

Brief descriptions of Lauren’s elements for a style guide:

  • Voice is a description of the unique, distinctive voice of your brand
  • Tone is how to use your voice in different situations
  • Style is a house ‘style’ for what your writing looks like

I found this information is useful in fine tuning some of the subtler points of my branding.


Voice, Tone And Style: The Whys … – Gathercontent Blog. (n.d.). Retrieved from



Video Links

Video Links #1

How to Create a Brand & Find Your Voice

Published on Jul 16, 2012


“Always be a first-rate version of

yourself, instead of a second-rate

 version of somebody else.

Judy Garland

Finding your voice in branding yourself in your content and not be a copycat of other peoples styles, can feel like you are frozen in your tracks. How do you add your genius to your content? Struggling with ideas to be authentic to your own brand in writing content for videos?

Marie gives some great ideas to make your content feel authentic to your brand. So challenge yourself to take one idea and express it 5 different ways.  Another thought is to use your own life to share your stories. If you are using your own stories to inform your users, this way you can say what you want to say from your own experiences.


Forleo , %. (2012, July 16). How to Create a Brand & Find Your Voice. Retrieved January 31, 2018, from

Video Links #2

Social Media Hacks for Building Your Personal Brand — 3 Strategies

Streamed live on Sep 10, 2016


Benji Travis and Sean Cannell from Video influencers share tactics and personal branding techniques for growing your brand online and your YouTube channel. They take into consideration how people use different social media for personal use.

They suggest beginning with 1 or 2 platforms to master when you are developing your brand. In understanding your niche will help you choose the platforms to begin with, such as if your niche is a female base, then maybe having a deep understanding of Pinterest will be the right area to focus your branding voice. Video is a powerful platform to use in building your online branding presence. What I noticed in the video, they referenced themselves subtly throughout the video to remind you whom you are watching.


Travis, B., & Cannell, S. (2016, September 10). Social Media Hacks for Building Your Personal Brand – 3 Strategies. Retrieved January 31, 2018, from

Video Links #3

Sunny Lenarduzzi

 Published on Feb 21, 2017


Sunny shares how she builds her community and her social audience to have potential customers or loyal ambassadors to her brand. Some of her strategies, that I took away from her video, are to have all her social links in her videos and in the description of videos. She will produce videos in advance with scheduled released dates but makes sure to not have anything in the content that does not reveal ‘date’ of production, so everything can feel timeless when posted. Another strategy in video branding is have your branding colors and fonts consistent  on all videos, so her audience will always be aware that they are watching something produced by her.


Lenarduzzi, S. (2017, February 21). How to Build Your Brand Using Video. Retrieved January 31, 2018, from

Video Links #4

DIY Branding – Pinterest Inspiration Board, Mood Board, Color Palette

Published on Nov 9, 2017


Christina Drawdy when working with clients to create a branding design begins with working on Pinterest with an inspiration board. This gives the client a chance to show her what they would like her to use when designing their brand. Using these techniques is about finding what speaks to you, what resonates with you, what shows your personality.

This will in working out branding design in hiring someone to work with, so there is no disconnect to my in goals.

She continues in demonstration to show how she pulls colors and elements to create a color palette I can use.

Key terms Christina uses when working on an inspiration/ mood board:

(Try to pin a minimum of 50 items)

  • Script fonts (for inspiration only, because might not work well in design). You will probably use a script font and a clean, simple font for your design
  • Color; pin colors your eye is drawn too, to build a brand that is unique to you
  • Textures
  • Geometric patterns/ patterns
  • Quotes


Drawdy, C. (2017, November 09). DIY Branding – Pinterest Inspiration Board, Mood Board, Color Palette. Retrieved February 01, 2018, from

Video Links #5

How to find your brand voice

Published on Apr 25, 2014


Soul Mate Audience

Sometimes a business loses itself in the process of building a business. Donna energetically explains how to bring out the essence of you for your branding.

Triple C Effect

  • Charm
  • Commitment
  • Character

The window to your soul! I found that Donna brings in a style design that will begin with YOU finding your emotional engagement to your audience. Emotional engagement is expressed in many teachings of connecting to your audience, but nothing I have found brings you into the mind frame of doing it. She takes you into your freedom zone to how to communicate with your tribe!


Arrogante, Donna. “How to Find Your Brand Voice.” YouTube, Brand Essence TV, 25 Apr. 2014,


Article Links

Article Links #1


Game Of Tones: Finding Your Brand’s Voice 


“Like a first date, you need to woo your audience with your voice. Set the mood to find a little inspiration.” Explains Adriana Lopez about finding your voice to speak to your audience. Your brand voice must be consistent with your product or your message and must have some personality to interreact or gain their trust.

Questions to ask

  • What is the perception you want people to have about your brand?
  • Do you want to change people’s perception about a product?
  • How do you want to make people feel or react to your product?

Making time to look at my services objectively as it pertains to the future audience will prove valuable.


Lopez, A. (2014, July 30). Game Of Tones: Finding Your Brands Voice. Retrieved February 01, 2018, from


Article Links #2


Steps To Identify Your Target Market

“You have put in the long hours and finally finished making that killer product or service, but your work is not yet done – now you need to introduce people to this offering.” Chuck Cohn explains to maximize your marketing ROI.

Finding your branding voice to target your ideal audience is a consistent reminder this is necessary for a marketing plan. To have a sufficient ROI for marketing is in determining what your audience needs, wants or feel from your business products or services.

Chuck simplifies the process into 2 key topics:

  1. Sharpen your focus
  2. Obtain data

I will go through the process of narrowing the target market down into central niches to send better structure marketing for building my brand.


Cohn, C. (2015, February 06). Steps To Identify Your Target Market. Retrieved February 01, 2018, from

Article Links #3


This Army Veteran’s Mastery of Instagram Began With Cold Emails to Potential Mentors

Luis Garcia pieced together advice and opportunities, tried his hand at Instagram and constructed a career out of digital marketing.

“How do you set yourself apart on Instagram?
I can resonate with different audiences and different niches and build up audiences within different niches instead of just my own personal brand. I understand how different people react to different things, and I think what’s given me that ability is just having different backgrounds myself.”

Lydia Belanger does a question and answer with Instagram Icon Luis Garcia to find out how he has found success through branding himself with Instagram.

I found Luis story inspirational in his creative ways to find mentors to build the incredible following he has developed mainly focused on Instagram.



Belanger, L. (2018, January 31). This Army Veteran’s Mastery of Instagram Began With Cold Emails to Potential Mentors. Retrieved February 01, 2018, from

Article Links #4


How to use the Pinterest brand in your marketing

Nothing is better than getting straightforward answers from the source!

Pinterest provides guidelines to best  utilize Pinterest for your business branding  on their website. They provide general rules on how to best present your assets on their platform. They just stress that you do not make it appear that Pinterest is sponsoring your platform. This includes pictures of dos & don’ts. This article provides basic guidelines to get started on Pinterest so not to get in trouble with them by misrepresenting or misspeaking your use on their platform. Some of the suggestion take aways possibly should be considered when producing your own content, such as do not put their watermark in your pictures, well you should create your own watermark for branding your pictures for when they shared.


Pinterest brand guidelines. (n.d.). Retrieved February 01, 2018, from

Article Links #5


How To Maximize Your Brand’s Pinterest Potential

Lola Catero Lola Catero Forbes Councils

NOV 30, 2017 @ 08:30 AM

Creating a strategy for brand awareness means understanding how to best utilize a social media platform. With a brand awareness plan for Pinterest can lead to purchases made through this popular platform that has over 150 million people a month. Lola Catero shares many tips for how a business can find Pinterest a valuable resource for finding a bigger audience. Understanding that many pins do not come from brands, I need to make sure that my content branding engages with users. Properly taking steps to exploit this popular social media platform is essential for brand awareness.


Catero, L. (2017, November 30). How To Maximize Your Brand’s Pinterest Potential. Retrieved February 01, 2018, from

Embedded or Linked Slide Presentations, Book Reviews, Social Networking Sites

Podcast #1

social media examiner

December 8, 2017

Michael Stelzner interviews Jenna Kutcher, host of the Goal Digger Podcast. Jenna shares how to build a loyal following through images. Jenna found that creating a business in something she was passionate about, and putting her own unique twist on it, became a successful business. I had learned early on from using Facebook for my yoga business, as an instructor that I had more engagement from the audience by using real pictures of people I was teaching, versus using stock photos to share my message to my niche. Using Jenna’s tips to create my ‘visual personal brand’ will help develop my skills for marketing.

Social Media Customer Services Set-Up & Social Media Marketing Set-Up for Small to Corporate Biz. (n.d.). Retrieved February 01, 2018, from

 Slide Presentations #2




Do people recognize your brand and still do not engage with you? Maybe your consistency is robotic. Are you always telling the same story? Then its time to rethink consistency with finding a compelling brand voice.

Try working with:

  • Simple
  • Authentic
  • Inspiring

In considering keeping it simple, can I say my message with half the words I think I need while staying away from buzz words? I like the idea of putting my words through a “google filter” meaning; do you google this: buzz words? Addressing being authentic is just being honest. Don’t say a process is easy when it’s not. Inspire means for me to decide what difference I can make in peoples lives. Emotions drive decisions.



ODEN Follow. (2013, August 29). Your Brand Voice: Consistency Overload. Retrieved February 01, 2018, from

Slide Presentations  #3


Photography is an emotional commodity. Having a well-designed brand should evoke a feeling, tell a story. Since photos of my yogis will be apart of my marketing plan means I need to focus my branding on the images I produce also. In this SlideShare, I will take into account the same concepts photographers use for branding themselves.

  • Brand essence = experience
  • Brand positioning = know your competition
  • Target customers = know your niche and speak to them

Find the verbs you want to express: fresh, edgy, friendly, fun, inspired, community, creative, energetic, unique, soulful, real, emotional, playful


Petty Follow, E. (2010, May 24). Pug presentation. Retrieved February 01, 2018, from


Slide Presentations  #4




What makes a brand memorable?

  • Simple design
  • Good story
  • Unique personality
  • Good knowledge of customers

This SlideShare breaks down each of the areas with an interesting perspective into incorporating into your branding design. The slide: ‘The 5 dimensions of brand personality’ I will use for producing content to targeted niches. The 5 categories will help create the emotion in the content to those targeted niches. The slide: ‘The 12 main brand archetypes’ I found useful for creating a dimension into marketing your branding voice to the target audience. This SlideShare explanations structure I find would be useful if stuck in creating content and need guidance to connect with your audience emotionally.


Customericare. (2015, June 25). Our Startup Branding Journey – What Makes A Brand Memorable? Retrieved February 01, 2018, from

Slide Presentations #5


Published on 

 What is a brand….name….logo…association?

“A brand is more than a name or logo – it is a promise and contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying.” Richard Branson

“…..Brands are NOT nouns but VERBS.” Jean-Marie Dru, Disruption

“Create a cause, not a business.” Gary Hamel

This SlideShare helps to put perspective back into your brand like can you combine a purpose with passion? With working out all the details for designing your brand, step back remember to brand you!


Fisher Follow, G. (2008, March 24). Brand you [email_address] Presented. Retrieved February 01, 2018, from


The message is consistent throughout all the research I have found on branding  your business in today’s world  for success. A branding voice is essential to  speak to your target audience.

Tips for finding your ‘voice’ to build trust and loyalty:

  • Know your audience
  • Speak to your niche
  • Determine your core values to your business
  • Be authentic
  • Live your value
  • Create the element of human engagement
  • Use emotional engagement
  • Keep your branding consistent across all forms of social media


“In other words,

              If you fake it,

                           You won’t make it.”

                                         -Adriana Lopez

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