Good morning, I’m Charley Timmins. Innovative • Collaborative • Authentic As a Personal Brand Strategist, I differentiate talented people who seek to grow their businesses - professionals, consultants and small business owners. Together we discover what makes them distinctive, who’s the “right fit” client for their products and/or services and how best to “stand out” to attract “right fit” clients. My clients and business colleagues over the last 25 years refer to me as the “go-to-guy” that talented individuals seek out when they sense their “Plan A” isn’t working. LinkedIn Recommendations: High Integrity • Expert • Great Results
The W-H-Y of Brand Y-O-U… Learning PointsI. Conventional vs. 21st Century Marketing Paradigm2. Making your business “bullet-proof”3. Four Questions that shift and elevate the trajectory of your business
Interactive Segment 3 Companies you most admire Key Attributes Reason(s) for being in your business? What 3 words would your clients use to describe you and your business?
The W-H-Y of Brand Y-O-U… Conventional Marketing $$$ Creating the quickest, loudest buzz by– • designing a killer value proposition, • crafting the slam-dunk sales letter, • creating brand messaging, • building a “WOW” website, • perfecting a clever ABOUT US page.
The W-H-Y of Brand Y-O-U… Conventional Marketing: Mistake #1 A focus upon the W-H-A-T, i.e., what we do • Features • Benefits • Services ~75%
What does the W-H-A-T sound like? Our newest model has • a 750ghz dual core, • i7Core processor, • up to 256 gig flash RAM, • an Intel HD graphics 3000 with 256MB SDRAM shared with main memory… Apple
The W-H-Y of Brand Y-O-U… Conventional Marketing: Mistake #2 A focus upon the H-O-W, i.e., how we do what we do • Process-based USP • Best Practices • Best Methods ~12%
What does the H-O-W sound like? Our computers are manufactured in the most advanced facility in the world, featuring nanotechnology infrastructure and real-time component construction… Apple
The Wisdom of my 45,000 Hours… Fatal Flaw within the Conventional Marketing Paradigm Competitors can replicate your W-H-A-T & H-O-W quickly So what… A Unique Company becomes a “Me Too” Company is record time!
The Wisdom of my 45,000 Hours… #1 Imperative of the New Paradigm Discovering your W-H-Y A business without a Purpose is a business in jeopardy. For example, we • change lives, • serve others, • make things better, or • remove problems for others
The W-H-Y of Brand Y-O-U… A Guidepost of the New Paradigm “People buy with their hearts, not their minds.” - Peter Drucker
What does the W-H-Y sound like? We believe in thinking different. We build beautifully designed tools that unleash your creative potential, to help you change the world. - Apple
What does the W-H-Y sound like? I navigate the healthcare system for you. I put all my nursing experience into making sure that when you leave our ER any healthcare need is taken care of – whether it’s priority appointments with specialists, testing or new prescriptions. I’ll even clear your insurance. You go home with all the arrangements made. I’m a Patient Navigator, RN. You get to our ER…I’ll take care of the rest. -Virtua Health System
What does the W-H-Y sound like? I change Corporate Culture. As an Executive Coach, I help successful leaders get even better by achieving positive, lasting change in behavior – for themselves, their people and their teams – that drops significant money to the bottom line. - Marshall Goldsmith
What does the W-H-Y sound like? I am a CTO – A Chief Triage Officer I work with operationally dysfunctional organizations to help them regain their market pre-eminence so they can justify value-based pricing, thereby generating bigger margins. - Carolyn Picciotti
The W-H-Y of Brand Y-O-U…Clues to discovering your W-H-Y • What do you believe in? • What matters most to you (or what’s non-negotiable)? • What makes you irrationally upset? • What brings you to tears when the subject is discussed?
What to do: 1st Action Step Get clear about… • the Authentic Y-O-U : W-H-O you are, your genuine self • W-H-A-T unique value do you offer – your “special sauce” • your higher purpose, that which inspires others – your W-H-Y
The W-H-Y of Brand Y-O-U… #1 Imperative of the New Paradigm Discover your W-H-Y • serving others • changing lives • making things better • removing problems for others
Interactive Segment: Replay 3 Companies you most admire Key Attributes Reason(s) for being in your business? What 3 words would your clients use to describe you and your business?