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Travis Whitmore
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Travis Whitmore

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A great read. #branding
 
So, how important is branding really anyway?

I know that to many, the idea of personal branding is something they either fully buy into without enough questions, or rail against a bit as just people trying to buy friends and hoping it will all turn into money somewhere by magic.

But personal branding (and corporate branding too) are nothing to do with gaining pluses and likes and follows.

Branding is a very small word for a very large concept.  Its based on the very obvious idea that people think of things in context.  Brand is a small, easy word that summarises a lot of big nebulous concepts that would be hard to grasp, and at least having a small word to summarize the whole thing gives you an easy first hand-hold.

Brand is how others think of you.

Brand isn't your colours, logo, or mission statements, though those all play their parts.

Brand, and in particular, personal brand, is why when you think about Authorship you think about +Mark Traphagen automatically because of his attachment to the topic and devotion to talking about it.

Brand is why the very words 'Semantic Search' will connect some part of your mind to +David Amerland.

I bring those examples specifically because:

(a) both are here in the community and willing to talk openly and frankly about how they positioned and created that brand. 

(b) they both built these very strong and effective brand associations through thought leadership strategies.

I will also 'out' myself as being quite bad at personal branding.  I'm great at branding my clients, and terrible at 'owning' a space that is sufficiently focussed for people to associate me with.  My 'net' is cast a little too wide, making me seem more of a generalist than the kind of specialist that makes my name synonymous with any one topic.

So, during my time here, I'll do my very best to help you understand what branding is, and how to do it better, and to also brush up my own personal brand a bit.

But, back to my initial, opening question on this post.  How important is branding?

Well post Hummingbird, someone asked me what it all meant in practical terms for the big picture.

I wrote then:

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So many that I probably need to do a full "State of eMarketing" post to really do that question justice. However, in a nutshell:

1. Branding is NOT just a technique for the big guys. In fact, it is harder for a large company to build and maintain a consistent brand that goes from the top CEO to the lowest front-line staff. Become a brand - focus on who your customers see you as, because THAT is your Brand.

2. Keyword Research is going to be harder and less meaningful overall in the double-hit of Hummingbird and NotProvided. You'll need to find other avenues to perform market research on what your customers and market are asking for.

3. Concepts will slowly become more important than the words we use to communicate them, in SEO, but more meaningful than ever in terms of converting customers. We'll not be sure of 'mirroring' the terms they used when searching, so we need to clearly communicate what we offer, and what it offers to them.

4. Above all, maximise your conversion rates. The higher the conversion rate you have, the lower that makes your cost per aquisition through all marketing activity. It means that you can afford other means of driving traffic.

5. Lastly, but not least, never complain that Google is killing your business. If your business is totally reliant on free Google traffic, that is a weakness that is YOUR fault, and needed fixing. If your business depends on free traffic, find additional means to generate it, such as viral marketing, and seriously ... think about whether a business so unprofitable it can't even fund its own marketing is really worth saving. It may be a very good time to revisit your entire strategy.
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Branding is the number one priority for SEO today.  Branding is what lets you never have to worry about where you rank for this keyword or that, because the keyword people are using in the first place is the one you won't be beaten on - your own name.
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Travis Whitmore

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New music from The Steel Wheels! We've got a fire was recorded at +Blue Sprocket Sound and shot on location by +DIGICO Shoot Post Design. 7" vinyl available April 1st. Enjoy and share!
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Welcome to Day 2 of the “Self-Released Album” blog series. Yesterday, I introduced 10 core components to successfully releasing an independent album. Each one of these steps are incredibly important to focus on throughout the entire process. We'll dig into each component in more detail ...
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[New] The Steel Wheels: Winter's Coming | via +Blue Sprocket Sound 
In addition to a free download, the band is running a contest for a chance to win tickets to one of their shows, free vinyl, a pile of merch and more! Visit their facebook page enter. AND… stay tuned for more info very soon including another un-released song and a music video shot right here in ...
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[New] Goals will never become a reality unless you pick up the pieces and start building.
Ahhh, the mandatory new year's resolution blog post. Yes, there seems to be a jillion articles on the blog hemisphere with epic lists and tips on how to set and KEEP those resolutions. What is it about a new year that entices us to be healthier, live better, and do more? Personally, I think it's ...
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Listen and download my new single. (Plus a play-along package for you drummers!) 
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How to Choose the Right Songs for Your Next Album Release:
If you are in the middle of planning and budgeting to record and release your next album, you obviously have some sort of songwriting ability. The intention of this article isn't to necessarily teach you how to write songs, but to give you a few tips on how to choose which songs you should (or ...
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New blog series starts today! Releasing an Independent Album: 
Let's face it, releasing an independent album can feel like a daunting task. The 'Do It Yourself' mentality (DIY) is incredibly rewarding, provided that you don't get burned out in the process. Successfully releasing your own project doesn't have to be a painful process.
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Our good friends The Steel Wheels just finished recording a couple of songs in our studio. The first of which is called "Winter is Coming." Listen, watch and enjoy: 
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Have him in circles
839 people
Abu Sadiqueullah's profile photo
Pascal Normand's profile photo
Alexander Sky's profile photo
Vivek Mishra's profile photo
Stephen Whitesides's profile photo
thanh nhàn's profile photo
Tobias Nordermoen's profile photo
Thomas Gaston's profile photo
Leonardo A. Rodriguez Reyes's profile photo
Work
Employment
  • Rosetta Stone
    Opportunity Development Specialist, 2015 - present
  • Blue Sprocket Sound
    Co-Owner/Partner, 2013 - present
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I’m a drummer, entrepreneurhusbanddadcoffee addict and prefer traveling on two wheels.

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The Chiedo Labs team is wonderful to work with. They are knowledgable, quick to answer questions and care about their clients. Professional, top notch firm!
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