BSK: Modes
Let's clarify: Modes and different types of Modes are concepts from the world of logistics and supply chain management. If you didn't already know, that's my (Krystian’s) background. I’ve done this because I think it generally works as a concept, and more so, I think the world would be a better place if people understood more about logistics.
Applied to marketing, I've used Modes as a way to describe any of the various ways your branding and marketing are presented or used to distribute your Story.
Keep in mind that there are multiple types of overarching Modes.
Digital (Instagram, Facebook, LinkedIn, Google, etc.)
Print (Brochures, business cards, flyers, etc.)
In-person (networking events, expos, parties, etc.)
Mode Selection is about picking your mix, the combination of channels you'll use to distribute your marketing messages, updates, and your brand's stories.
We have to select for reasons listed in the Spend post but also because each marketing Mode takes time and effort to administer. Nobody has endless time, just like no one has infinite money (unless you're Apple or Google).
My recommendation is to pick your Top Five.
The top five places you will, after taking care of your Brand setup, will actively administer, attend to, and assess for performance.
Questions to ask and help figure out which platforms to pick.
Do you know where your content is being posted now?
Where do you want to build up your brand and promote your services?
Do you know the type of media you like to create? Audio, video, blogs, events, etc.
Do you know how often you post?
Where does your Audience spend its time?
It's important to consider these questions and the work done when defining your Audience and selecting the Modes for distributing your Brands messages.
Mode Selection Examples
(not to be taken as tailored strategy advice)
Someone looking to set up a corporate-facing Brand could consider the following combination:
Website updates
Email newsletter
LinkedIn case studies
Networking events
Business card/Tapt
Someone doing a very consumer-centric product, you’d focus on:
Tik Tok
Snapchat
Instagram
Pinterest
Facebook
A tradie (electrician, plumber, roof tiler, etc.) might be on:
Google
Website
Instagram
A printed flyer
At the local pools or canteen
MKII Update:
If you're using the latest MKII version of the Brand Strategy Kit, you’ll be presented with the newest way to set up your Modes based on the Core, Collateral, and Conversation framework explained in the Mode Manifest.
A video explanation expanding on the concept will be added here shortly.
Branding vs Marketing vs Ads.
At this point, you might wonder how Advertising and paid marketing fit into the mix. The answer is that the purpose of Brand Strategy and Branding is to establish your fundamentals—the building blocks for your Brand.
According to the Storytime methodology, marketing programs (paid campaigns, content-based posting schedules, etc.) and paid advertising inserts are separate from your core Branding and assets.
Once you have established the foundations of your Brand, you can build on those foundations and implement the aforementioned programs, knowing that your bases are covered.
We do things this way and recommend doing things this way because, all too often, someone will see people spending money on a shiny new place or platform and shape their Brand to fit that space rather than considering their core Brand Strategy (such as the audience they are trying to serve and the Goals they are looking to achieve) and seeing if that new platform or paid promotion is the right fit for the brand.
By starting with your Strategy and building paid programs on top of solid foundations, you give your paid programs and active conversations the best chance of success.
Last Updated: 22/May/2024