brand personality

Were you a Good Brand this Year?

Let’s get trendy for 2019!

Let’s face it, we’re at the edge of the year and the time has come for your company to count its blessings and its mistakes in order for you to regroup and have your brand be a better version for this upcoming year.  

Think of it as grading yourself, you have to be honest and admit to yourself where things went right or wrong. This exercise is not meant for you to get judgemental, but it’s like we always say: evaluate, analyze and optimize.  

Why is this so important for you to do? The answer is simple. Know your brand at its best, because if you get to know your brand, you get to see the full potential of what it can be and you can work and drive your strong points while also nurturing your weaknesses.  That being said, will 2019 be your brand’s year then?

“Know your brand at its best, because if you get to know your brand, you get to see the full potential of what it can be and you can work and drive your strong points while also nurturing your weaknesses.”   Photo courtesy of Spencer Goulding (   @spencergoulding   )

“Know your brand at its best, because if you get to know your brand, you get to see the full potential of what it can be and you can work and drive your strong points while also nurturing your weaknesses.”

Photo courtesy of Spencer Goulding (@spencergoulding)

Maybe it’s time for you to start recruiting some allies to join the revolution of your brand in 2019. Yes, my dear, of course we’re talking about Influencer Marketing and it’s time we talk about trends. According to socialmediatoday.com here are some of the biggest influencer marketing trends for 2019:

  1. Influencers Become Entrepreneurs. You have probably seen this here and there, but you will see it a lot in 2019. Influencers turning their names into brands or businesses is a great tool to drive engagement and increase your reach.

  2. Disclosure of Sponsored Content. Have you fallen victim of buying one of those useless weight loss products that the Kardashians shove in your face almost every damn day? We feel you. Proper disclosure of sponsored content will play a key part in Influencer’s strategies next year, so keep an eye on that.

  3. Influencer Podcasts. People find Influencers more relatable and real when they share more intimate aspects an personal details about their lives. Podcasts are a great way to go a step further in doing so.

  4. Fighting Fake Followers. This is a big one and one near and dear to many of the Influencers in our roster. More software and data are coming up everyday to fight the hard battle of spotting fake followers. Do your research about this one because this one will help mostly you. With these tools, you can easily spot the real ones that will work better with your brand. There’s a great book on how to spot fake followers that we really recommend. Take a peek and go to school, boo.

All of these are categories with a lot of potential that have been developing this year and will be significantly increasing in 2019 and, honey,  you better find a way to connect with some of these trends. We’re always talking about the organic feel and these five trends focus on that feeling specifically.

Are you still wondering why Influencer Marketing works? Connection, connection, connection. Humans being humans and connecting with brands. Influencer Marketing has proven to be one of the most effective forms of connecting with a community, an in 2019, many of the techniques and approaches that were popular in 2018 will still be in use. But there are key trends that brands should be aware of if they want to expand their success in 2019.

Let’s be thankful for all the adventures we had in 2018. Thank you to all our clients for allowing us to work with them and help them co-create strategies that allowed them (and us) to grow.  The #GNBSquad is so ready for 2019 and we would like you to be ready as well. Don’t be shy! Go browse our website, see how we run things around here, meet our squad, be mesmerized by our media kits and let’s make 2019, your year!

‘Tis the Season: Come get your Pumpkin Spice Sales Strategy

We’ve been talking about several different topics in our past holiday articles (now’s a good time for you to go to the blog and catch up on some reading ;)), but one word that we have mentioned a lot that they all have in common is strategy.  Are you feeling trendy?  Feeling like your brand could catch up with the holiday buzz? Well, honey, it’s time for us to talk all about strategy. Creating a proper and efficient strategy is not only about sell, sell, sell.  

What we’re looking for is to get creative and finding a neat structure for your strategy, i.e. changing something old with a new concept—Design thinking! Ring any bells? Got your attention?  Let’s continue then.

Now, what is Design Thinking? Because it sounds like something that should be exclusive to graphic artists, right? Wrong. Design Thinking is not an exclusive property of designers—all great innovators in literature, art, music, science, engineering, and business have practiced it. The Design Thinking approach has one single goal: to understand and solve a problem for the consumer. It’s characterized by empathy, customer-centricity and curiosity. Design Thinking as a whole is a complex, in-depth set of principles. When used to address other business problems, only the most relevant and useful principles are pulled out and applied. When it comes to the sales process, the discovery phase is where the Design Thinking principles can make the biggest impact.

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“The Design Thinking approach has one single goal: to understand and solve a problem for the consumer.”

Photo courtesy of Rebecca Stice (@aclotheshorse)

OK, we know you, boo. You might be thinking that Design Thinking cannot be applied to Influencer Marketing. What you don’t know, is that based on your goals, Influencers can become a bridge between a sale and an experience itself. How? By sharing, creating that organic feel and taking that natural momentum to drive and promote your products/services in a very connected way.

An Influencer promoting and amplifying your message and your brand, to their audience means credibility. It means additional reach, and it means you get an outsized modifier to the conversion process.
— Rand Fishkin, Founder of Moz

We’ve been through it before, but we’d like to freshen you up with five of the most important Influencer marketing goals your brand should focus on:

  1. Brand awareness

  2. Traffic

  3. Sales and lead generation

  4. Social media followers and engagement

  5. Reputation

Since the Holiday season is coming up, you can combine your Design Thinking planned for other channels and apply it to any new Influencer strategy that you might be interested in. Your main goal should always be connecting with your users and possible customers. They need to know that someone’s listening to them.  

But don’t get it twisted, know what to listen for. A great piece by Krill Tsernov talks about why you should listen to your customers and why you shouldn’t. It’s about finding a balance and creating a healthy relationship with customer feedback. Do we over or underestimate listening in our business success?

So, to sum things up, balance and structure are key when it comes to strategy. Design Thinking will help you get your strategy on and make Influencers your best allies as powerful weapons to get as many customers as you can.

Are you still thinking that you’re not gonna make it? Is it too late now to say sorry? Don’t worry, we got you! Here at G&B, we assist you with a proper plan and have an incredible family of Influencers that can make that plan happen for you. Check out our roster and reach out to us with any questions, we’ll help you in the best way we can.

Does my Brand Even Need Micro-Influencers for the Holiday Success?

We established in our previous post (get educated!) that the holidays are coming, and as a company and brand you should be in final steps of planning your strategy to maximize sales success.

Consumers use micro and macro influencers to make purchases, they rely on their experience as customers and their connections (organic, of course) between them and the brands they represent. Do you ever read reviews before buying something you’re interested in? Well, influencers are like living reviewers that tell you all you need to know before you make a purchase.

Now, let’s talk about micro-influencers. Now, when it comes to micro-influencers, the first big assumption people make are that they are BIG names or celebrities with big budgets. But we’re here to set the record straight. Micro-influencers give brands specific insights for certain communities. Say, a mother that became insta-famous for the content that she was sharing to other mothers out there. This mom is sharing her knowledge and experiences, so people decided to follow her and be influenced by the content that she puts out. Clearly, she has now turned into a great ally for all baby and child related brands. That is micro-influencing in a nutshell.

Photos courtesy of Marwa Atik (@marwaatik) and Stella Simona (@stellasimona).

So, are the holidays all about finding the best price or the best item/service/experience? Influencers can help supporting brands with special offers and sales strategies that you may be into for this upcoming season. Don’t have any? We gotchu, boo ;)

Micro-influencers are people who have already built the audience a brand is looking for, and they’ve already established trust with them
— Barett Wissman, Forbes

But the question that always arises when it comes to micro-influencers and their strategy is, how small does the niche have to be to be a good micro-influencer? What if that small niche isn’t the community I’m trying to reach? It’s ok to have questions and doubts about them, but keep in mind, that you have to always analyze your candidates. Find the right person who speaks to the community your brand is trying to speak to. Do I need a huge pop celebrity turned into influencer or does my brand need a different approach in order to better connect with my target? Is micro-influencing, then, the real way?

First things first, what qualifies as a micro influencer?

The key metric is influence, not reach. Some will say it is somebody between 5,000–10,000 followers. Others say it is less than 100,000. These numbers are arbitrary divisions, if you are trying to compare them with say, Lady Gaga or the infamous Kardashian empire.

We decided to work with micro-influencers as opposed to larger-scale influencers due to budget as well as due to the fact that micro-influencers, even though they have smaller audiences, have a more engaged and targeted following, leading to better use of money spend.
— Alon Popilskis, who handles marketing for Mom’s Mason Jar Rack, a product developed by a small Los Angeles-area business called Otter Lab.

Still not into this alternative strategy? Let’s bring it down to facts, shall we:

  • Your ideas and brand will be flowing in a natural and very organic way with micro-influencers because their community is more like a friend-fan base. So they can naturally speak directly to them and be confident about anything.

  • We wish our budgets could afford A-lister celebrities, but even if you could get Madonna, is she the right one to speak about your brand and also, will it be believable?

  • Their friend-fan base allows them to have high rates of engagement so the interaction will be higher and more specific than expected.

  • You can easily measure the ROI by directing consumers with user codes or name codes for purchases or even with a simple traffic direction from your website.

We all have the same question. “If they are influencers, why are they micro?” or “if they’re still micro, does that mean they are not that influential to work with my strategy?” Well, our answer will always be, don’t worry! We will always present you with a media kit or a presentation that supports any of your micro-influential business inquiries, so that way you get to know the person behind the brand and also the community that they represent.

If you still have some questions about the process, or you’re ready to go -- let’s talk! God & Beauty + Sociologee is taking on the world of micro-influence with the level of detail that has made G&B itself a success., Let us know what your brand and community is into and we will work with you to create the right strategy. What are your main goals when it comes to working with an influencer and most importantly, what is the message that you and your brand need to communicate to a community? Does your brand have an established community already? Be sure to contact us for any assistance, we’ll represent your brand and take it to the right place.