1Webinar #3:Branding/PersonalSelling & Networking12009, The LEE Group, MI LLC All RightsReserved
How Did You Do On YourHomework Assignment?I. Marketing Action Plan Document-Prepare Goal TwoII. Small Business Survival Wo...
What Binds the Organization AndConnects the Dots?Simple Question…32009, The LEE Group, MI LLC All RightsReserved
Answer…Your Brand!42009, The LEE Group, MI LLC All RightsReserved
5What is a Brand?A brand is a product or service you dobusiness with for a variety of reasons52009, The LEE Group, MI LLC ...
6Popular Brands Nike McDonald’s Coca Cola ESPN Sports Illustrated Nordstrom’s62009, The LEE Group, MI LLC All Rights...
Understand your Brand72009, The LEE Group, MI LLC All RightsReserved
8Now, Think of Your Business… As a brand Not a provider of a specific job but a brandthat provides more than specific se...
What Makes Our BrandDifferent? What makes you different from thecompetition? Point of difference Price Value Quality...
10Brand Components A successful brand has: Vision A positioning Statement Recognizes its point of difference A strong...
Become the XX serviceprovider most preferred bycustomers because they knowXX understands their needsand is willing to work...
But, You Need to… Understand your Brand And, what makes your Brand uniquerelative to the competition How do you do this...
13Know Where You Stand… Strengths and weaknesses Competitive landscape What does your business represent? What makes y...
14Now, Ask Yourself…What does my business represent and whywould anyone purchase my product orservice?142009, The LEE Grou...
15Understand Reasons WhyConsumers Purchase You? Reasons might include: Fills a need Satisfies an urge/need Emotional c...
16Perform Research/“Gap” Analysis Meaning… How do you perceive your business? How do others perceive your business stre...
17Closing the “Gap” Develop a roadmap focused on: Identifying your Brand Defining Idea (BDI) Clearly articulating your ...
Identify a Brand Defining Idea (BDI) A BDI is the cornerstone of your Brandand captures the essence of yourbusiness Who ...
 Delivers vision saliently and consistently... To all stakeholders such as customers, prospects, employees, sales force,...
 Ultimately generates customer loyalty and business growth Creates a consistent brand image in the minds of customers an...
AttitudesWilling to listen and helpConstructive problem-solverShares your values and goalsEmpathizes with youEmpowers you ...
The Southwest ExampleQualitycustomerservicedeliveredwith warmth,friendliness,pride, andcompanyspirit.A low-costairline tha...
You Can Extend Your Brand… Through various customers touchpoints Traditional/non traditional media Contacts Family/fri...
Networking/Personal SellingIt’s About Meeting The Right People• -Who do you need to meet?• -Who needs to meet you?• -Where...
Networking/Personal Selling Join professional organizations Join non-profit boards Use social media Facebook Linked: ...
Networking/Personal Selling Community Involvement Family, friends and past contacts Business cards Ex-coworkers262009,...
Assignment Review the Branding worksheet Read the questions on the left Fill out responses in the space provided onthe ...
Next Webinar: 1/5/10; 2-3pm Homework Marketing Plan Action Document Prepare Goal #3 Small Business Survival Workbook ...
Next Webinar Topics Marketing & Sales Promotion Tactical Strategies that work on anybudget Creating the right mix for Y...
Thank You and Happy Holidays!Mark S. LeeThe LEE Group, MI LLCBeth GoldsteinMarketingEdge Consulting Group302009, The LEE G...
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BRANDING & PERSONAL SELLING

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Providing information on how to improve your personal selling and personal branding skills.

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BRANDING & PERSONAL SELLING

  1. 1. 1Webinar #3:Branding/PersonalSelling & Networking12009, The LEE Group, MI LLC All RightsReserved
  2. 2. How Did You Do On YourHomework Assignment?I. Marketing Action Plan Document-Prepare Goal TwoII. Small Business Survival Workbook-Milestone 6: Critical Sales Skills to Succeed-Sales Skills Evaluation-Elevator PitchMilestone 7: Managing Critical Relationships-Sales Call Preparation-Conversation Makers-Sales by the Numbers22009, The LEE Group, MI LLC All RightsReserved
  3. 3. What Binds the Organization AndConnects the Dots?Simple Question…32009, The LEE Group, MI LLC All RightsReserved
  4. 4. Answer…Your Brand!42009, The LEE Group, MI LLC All RightsReserved
  5. 5. 5What is a Brand?A brand is a product or service you dobusiness with for a variety of reasons52009, The LEE Group, MI LLC All RightsReserved
  6. 6. 6Popular Brands Nike McDonald’s Coca Cola ESPN Sports Illustrated Nordstrom’s62009, The LEE Group, MI LLC All RightsReserved
  7. 7. Understand your Brand72009, The LEE Group, MI LLC All RightsReserved
  8. 8. 8Now, Think of Your Business… As a brand Not a provider of a specific job but a brandthat provides more than specific services82009, The LEE Group, MI LLC All RightsReserved
  9. 9. What Makes Our BrandDifferent? What makes you different from thecompetition? Point of difference Price Value Quality Customer Service Consistent Product and/or Service Others?92009, The LEE Group, MI LLC All RightsReserved
  10. 10. 10Brand Components A successful brand has: Vision A positioning Statement Recognizes its point of difference A strong sense of its strengths andweaknesses An understanding of its competitive set An effective communications plan102009, The LEE Group, MI LLC All RightsReserved
  11. 11. Become the XX serviceprovider most preferred bycustomers because they knowXX understands their needsand is willing to work withthem.Brand Vision/Example112009, The LEE Group, MI LLC All RightsReserved
  12. 12. But, You Need to… Understand your Brand And, what makes your Brand uniquerelative to the competition How do you do this?122009, The LEE Group, MI LLC All RightsReserved
  13. 13. 13Know Where You Stand… Strengths and weaknesses Competitive landscape What does your business represent? What makes you different?132009, The LEE Group, MI LLC All RightsReserved
  14. 14. 14Now, Ask Yourself…What does my business represent and whywould anyone purchase my product orservice?142009, The LEE Group, MI LLC All RightsReserved
  15. 15. 15Understand Reasons WhyConsumers Purchase You? Reasons might include: Fills a need Satisfies an urge/need Emotional connection Price/Quality It’s “hot” Represents you in some way shape or form Communicates something about you152009, The LEE Group, MI LLC All RightsReserved
  16. 16. 16Perform Research/“Gap” Analysis Meaning… How do you perceive your business? How do others perceive your business strengths andweaknesses? Generally, there is a “gap” What do I need to do to close the gap?162009, The LEE Group, MI LLC All RightsReserved
  17. 17. 17Closing the “Gap” Develop a roadmap focused on: Identifying your Brand Defining Idea (BDI) Clearly articulating your vision Identifying specific steps to implement What does your business represent? What’s your “niche” Are you over promising versus under delivering? Write it down and communicate it172009, The LEE Group, MI LLC All RightsReserved
  18. 18. Identify a Brand Defining Idea (BDI) A BDI is the cornerstone of your Brandand captures the essence of yourbusiness Who are you? What do you represent? What makes you different?182009, The LEE Group, MI LLC All RightsReserved
  19. 19.  Delivers vision saliently and consistently... To all stakeholders such as customers, prospects, employees, sales force,business partners Across all business units Through all brand communication touch points Creates an ownable and relevant point of difference Ownable –True to your equity and vision Relevant – Resonates with all constituencies Differentiating – Breaks the category commodity paradigmBrand Defining Idea (BDI)192009, The LEE Group, MI LLC All RightsReserved
  20. 20.  Ultimately generates customer loyalty and business growth Creates a consistent brand image in the minds of customers andprovides a reason to do business with that brand Loyal customers tend to make referral give greater share of wallet to their preferred brand The BDI is not to be used as a taglineBrand Defining Idea (BDI)202009, The LEE Group, MI LLC All RightsReserved
  21. 21. AttitudesWilling to listen and helpConstructive problem-solverShares your values and goalsEmpathizes with youEmpowers you and supports your independenceBehaviorsApproaches you with respect and in your own languageProactively finds solutions, even in difficult situationsSticks with you from start to finishFrames situations realisticallyBehaves with integrityFramework Helped Identify BDIExamples212009, The LEE Group, MI LLC All RightsReserved
  22. 22. The Southwest ExampleQualitycustomerservicedeliveredwith warmth,friendliness,pride, andcompanyspirit.A low-costairline thatmakestravelfreedompossibleEnjoyTravelFreedomLower faresCorporate Vision BDIWe demonstrate thisthrough offering:How we operateFrequentschedulesService with flairEfficiency222009, The LEE Group, MI LLC All RightsReserved
  23. 23. You Can Extend Your Brand… Through various customers touchpoints Traditional/non traditional media Contacts Family/friends Or, through your NETWORK and/orPersonal Selling232009, The LEE Group, MI LLC All RightsReserved
  24. 24. Networking/Personal SellingIt’s About Meeting The Right People• -Who do you need to meet?• -Who needs to meet you?• -Where are they?242009, The LEE Group, MI LLC All RightsReserved
  25. 25. Networking/Personal Selling Join professional organizations Join non-profit boards Use social media Facebook Linked: In Twitter252009, The LEE Group, MI LLC All RightsReserved
  26. 26. Networking/Personal Selling Community Involvement Family, friends and past contacts Business cards Ex-coworkers262009, The LEE Group, MI LLC All RightsReserved
  27. 27. Assignment Review the Branding worksheet Read the questions on the left Fill out responses in the space provided onthe right Answer the questions openly and honestlyGoal: Brand assessment and developing anenhanced understanding of your brand2009, The LEE Group, MI LLC All RightsReserved27
  28. 28. Next Webinar: 1/5/10; 2-3pm Homework Marketing Plan Action Document Prepare Goal #3 Small Business Survival Workbook Milestone 5: Pick the Right Tools-The Marketing Mix Your Message to the World Page 14 Competitive Marketing Material Analysis Page 15 Website Assessment Page 16 The LEE Group’s Branding Worksheet282009, The LEE Group, MI LLC All RightsReserved
  29. 29. Next Webinar Topics Marketing & Sales Promotion Tactical Strategies that work on anybudget Creating the right mix for Your business292009, The LEE Group, MI LLC All RightsReserved
  30. 30. Thank You and Happy Holidays!Mark S. LeeThe LEE Group, MI LLCBeth GoldsteinMarketingEdge Consulting Group302009, The LEE Group, MI LLC All RightsReserved

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