Introduction Envision Training is ‘new’ – alongside Envision Image (still under construction) My strapline is creating congruency : building credibility I want to give you a flavour of what I do in my personal branding Master Classes and Individual Mentoring Also offer open training courses – next one is in September (28 th ??) – and there will be a special BWN price
What is a brand? A logo? A trademark? An identity?
Remember the saying : people buy with their hearts and find a reason later
Why branding is important it helps customers recognise your product or service it differentiates your product or service from your competitors it helps build loyalty it helps customers and staff understand what your service is all about it makes what you have to offer relevant to particular target markets it enables you to focus your marketing message
1930’s Louis Cheskin embarks on what becomes a life-long obsession to understand how customers’ perceptions motivate their purchase behaviour. He was one of the first marketers to notice that people’s perceptions of products or services were directly related to aesthetic details of their design. He referred to this as “sensation transference” and spent most of his life investigating how design elements could significantly impact perceptions of value, appeal and relevance.
First British TV ad – Gibbs SR Toothpaste, 22 nd September 1955 Nearly 8,000 magazines/journals published in the UK (Jan 2009) TV introduced in 1929 – greatest growth 1950s onwards (Coronation)
the congruency equation values – yours and your organisation visual – your brand verbal – add massive value actions – deliver on all promises = congruence Example: The alternative accountant
Master Classes and Individual Mentoring Values start with your value statement and your USP Visuals develop your visual identity and use it consistently in person and across all media Vocals develop your vocal range and delivery and find opportunities to ‘perform’ Verbals have a view
2 words to describe your personal / company values trusted / trustworthy cost-effective professional ambitious modern creative Wordle.net
in person in print email telephone social media / networks
why brand the *beep* out of yourself? – the ronseal effect it enables customers, employers etc to recognise you as a potential supplier / employee immediate recognition / does what it says on the tin it differentiates you from your competitors what makes one accountant better than another it helps build loyalty Customer loyalty means they keep coming back – easier to keep than to find new it helps customers, colleagues, employers and staff understand your core values it makes what you have to offer relevant to your target market it enables you to focus your personal marketing message
brand the out of yourself developing your personal brand for business growth
people trust what they see before they trust what they hear, touch, feel, taste – sensation transference
people give an assessment of something they might buy … without realising it they transfer sensations or impressions that they have about the packaging of the product to the product itself … most of us don’t make a distinction – on an unconscious level – between the package and the product. The product is the package and the product combined extract from blink , malcolm gladwell , 2005