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Full Brain Marketing: What is a Brand? 11.4.10

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What is a brand? This presentation answers that questions with case studies on successful brands as well as helpful information to help build your brand.

What is a brand? This presentation answers that questions with case studies on successful brands as well as helpful information to help build your brand.

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  • Marketing – Person who feels they are a great Lover says it out loud to someone else. Advertising – Repeated Three Times. Public Relations – you hear the same marketing message from someone else about the Marketer guy. Branding – You perceive and understand and repeat the message.
  • Shoes: Manolo
  • Still No.1, but consumers’ shift from soda in the West has hurt Coke. Success with Coke Zero hasn’t made up for Coca-Cola Classic’s continued loss of share.
  • Singer, Rihanna (Robin Rihanna) 2. Opray Winfrey 3. President Obama 4. Tiger Woods 5. Miley Cyrus 6. Lindsay Lohan 7. Bill Gates
  • Chef from The Hungry Traveler Show – Anthony Bourdain Giada de laurentiis Emeril Lagasse Bobby Flay Wolfgang Puck The Barefoot Contessa, Host Ina Garten
  • Second in Top 10 Pop Culture Icons for past 50 years! Madonna Nicknamed the “Queen of Reinvention” Madonna has repeatedly reinvented herself though a series of visual and musical personas. Her ability to follow the latest trends in music and adapt her style quickly has often been credited with preserving her appeal.
  • One of America’s Top CEO’s -- Apple: Steve Jobs Co-Founder of Apple Computers. Has established himself as the face of Apple. In high-end computers over $1000 it has a 90% share, according to NPD group. Apple has a dominant 73% of the U.S. MP3 player market. Jobs has focused on market segments where Apple can lead and innovate.
  • Top 10 – Inspirational Female Athlete: Bethany Hamilton – also got attacked by a shark and lost her arm. At age 13, Bethany Hamilton was surfing when she was attacked by a tiger shark, loosing 60% of her blood and her left arm. After her recovery Bethany was determined to get back to surfing and taught herself to surf with one hand. She has branded herself as courageous and determined. In 2005 she placed 1st in the National Surfing Championships.
  • Has become One of Rock n’Roll’s Sassiest Female Icons - Dakota Fanning The youngest person ever to be nominated for a Screen Actors Guild Award at age 7. Has been acting since the age 5.
  • US Mainstream Female Icon –CNN reporter Connie Chung Connie Chung’s career has spanned 5 networks. She is known for giving interviews with rapid fire sharp questions while still seeming gentle. She was the second woman (after Barbara Walters) to co anchor a major networks national news broadcast.  
  • Sexy Classic TV Icons for Soon to be released BARBIE DOLLS! Barbara Eden – I Dream of Jeanie Samantha Stephens (Elizabeth Montgomery) – Bewitched Elly May Clampett (Donna Douglas) – Beverly Hillbillies Krystal Carrington (Linda Evans) – Dynasty Alexis (Joan Collins) – Dynasty
  • And Just being good enough isn’t good enough!
  • What is your Passion: What is your personal passion. What drives you? What is your Purpose? Here is an example of mine: My purpose in life and as the CEO of EXHIB-IT! and Studio E is to help other business leaders grow through sharing my knowledge of marketing and running a business.  My faith in God helps me propel forward to be the best leader I can to my employees, to my customers and to my family. I want to make a difference in being a due diligence person that believes in sharing information to help others succeed. I truly believe God put me here to teach. Now for the Planning: You know your passion and purpose and now how do you get started? Who are the people that will be involved in this building of a brand? What comes into play? Are you building a corporate brand, a personal brand or both? What action plan will you set in place? We will talk more about this in two more slides. Perseverance: A brand that lasts does not happen overnight. It is well thought out, planned and implemented with Clarity, Consistency, Constancy!
  • Clarity – Your Unique Promise of Value + Consistency – Walking your talk + Constancy – Constant visibility to your target audience = A successful Brand YOU.
  • Step 1 – Discover your Brand. Who are you, what do you stand for and applying the Passion and Purpose to discovering your brand. Step 2 – Develop your brand – This is the How, What for Planning and the People for 2 of the Ps applied. Step 3 – Communicate your brand – this is the Play, the action plan and When. Step 4 – Maintain your brand – the perseverance of the brand and applying the Clarity, Consistency, Constancy!
  • Now let’s look closely at Step 1 for getting started. INSIGHTS ABOUT YOU! What are your goals? What personal drivers do you have inside you? What are your values? Once those are determined, now I ask what are you passionate about? *I am passionate about teaching others how to be successful in marketing and developing a successful marketing message that works for each person or company. What are you known for? What do you have answers to? Maybe some or all of the above? INSIGHTS FROM OTHERS: How do others describe you? If you do not know, try asking people that REALLY know you their top three things they really admire about you and the three things they see for correction. What about you makes people stop, watch and say WOW?
  • Identify your target audience Write a “day in the life” for a member of your target audience. Understand your “unique value proposition” Answer why are you the “go-to-person” for your field / area of expertise? Choose three personal brand attributes. Align with your goals Are authentic for you Relevant to your audience
  • Now it is time to write a one sentence brand promise that describes – What value you are offering, whom it is intended for and what is your differentiation. Example: Ours is Putting YOUR brand to work for you! Our differentiation is that we work with customers to help them develop a brand and usp, and show them different ways to get their brand out through marketing initiatives, trade shows, social media, etc. A good brand promise is short, easily memorized (less than 8 words) and simple and easily understood Ex: Nike: JUST DO IT! A good brand promise is a guide for decision making, provides focus for making decisions, helps you prioritize work and activities and is a communication tool.
  • Create a Communications Plan: Select a combination of vehicles to reach your target audience and that play to your strengths Choose key messages that support your brand attributes and unique value proposition Develop a timeline to implement that supports constancy in your communications Remember, Clarity, Consistency, Constancy! Be clear on your messages for your audience Be consistent in your message across vehicles Be constant in your communications
  • “ Google” yourself; set up Google Alerts Be consistent; “walk your talk” Assess your brand at regular intervals Establish metrics for measurement Gather feedback Evolve to stay relevant The best brands are flexible
  • Challenges – working on your own brand is more difficult than working on some one else’s brand promise because you are so close to the brand and do not have Baby Eyes – a look from someone else that does not know much about what you do, how you do it. When developing a brand, put together a focus group or bounce ideas off others. This can also be time consuming.
  • When developing a brand, you can have information overload with all the competitive research. Take your time, and follow a plan.
  • Develop an overall company story or personal story and if you have employees, be sure that you have organizational story telling. Make it Personal.
  • How many fans do you have in Facebook? That is Likes? Do you have a Google grade? If not, take your web site and plug it into www.websitegrader.com and find out yours today. Do you have a following in Twitter or have any clout for what you say, people follow. What are your internal metrics from all of your outreaches? Do you have an email newsletter and email distribution list for communicating your brand? What about LinkedIn profile views? How many people are linked up to you? Do you have Facebook “Likes” or Connections and are growing? Have you ever had a re-tweet from what you say or do? What about RSS Feeds to your existing blogs or articles?
  • Many people think that personal branding is just for celebrities such as Paris Hilton or Britney Spears, yet each and every one of us is a brand. Personal branding, by definition, is the process by which we market ourselves to others. As a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like them. We can also have just as much presence as most startups and mid-size companies and products. Social media tools have leveled the playing ground and have enabled us to reach incredible heights, at the cost of our time. Today, I want to share the personal branding process, so you can start to think about what face you want to show to the world and how you want to position yourself for success!
  • The single biggest mistake people make is that they either brand themselves just for the sake of doing it or that they fail to invest time in learning about what’s in their best interests. The key to success, and this isn’t revolutionary, is to be compensated based on your passion. In order to find your passion, you need a lot of time to think, some luck and you need to do some research online to figure out what’s out there. Brand discovery is about figuring out what you want to do for the rest of your life, setting goals, writing down a mission, vision and personal brand statement (what you do and who you serve), as well as creating a development plan. Have you ever been called intelligent or humorous by your peers or coworkers? That description is part of your brand, especially if you feel those attributed pertain to you. To know if you’ve discovered your brand, you need to make this equation equal
  • C.V. Resume Education Objectives Research Interests Qualifications Honors Experience Awards Education Experience Technical Skills Books Business Skills Publications Achievements Patents Miscellaneous Service Associations
  • Build a Website
  • Add to your blog or contribute tot her blogs every day . Stay focused on your topic areas of focus and never confuse the consumer by mixing personal and professional comments.
  • Add Personal branding Image and talk about How to make connections online and what we do.
  • **Give examples of what I have done to develop my brand – Newsletter, Book cover Newsletters Magazines Journals Books Book Chapters Book Reviews or editing Monthly Columns Academic Journals 7. Online Magazines/Journals
  • Local Civil Groups Professional Conferences Academic Conferences Communities of Interest Toastmasters Religious Groups Chapter meetings
  • Weblogs Wiki Podcasts Social networking Ranking Rating Industry Forums Book Making Communities Professional Networks Photo Sharing (Flickr) Slide Sharing (Slideshare.net)
  • Volunteer Efforts Degrees an Education Classes Roles and Responsibilities Press Releases Patents and Trademarks Past Positions Professional Affiliates Programs and Projects Consulting Industry Awards and Designated Honors Certifications
  • 1. Corporate Profiles 2. Enterprise Wiki 3. Corporate Blogs 4. Collaborative Technologies 5. Social tagging 6. Corporate Forums 7. Book Marking 8. RSS
  • Postings, Trackbacks and Comments Information Content Page Views Repeat and Unique Visitors Top Pages External Links Search Analytics Google Page Ranking Technorati Ranking Portfolio Inventory of Trademarks Publication Referencing
  • Document Metadata (Properties) Social tagging Page and Posting Titles Classifications Taxonomy Website Submissions Keywords Descriptions Abstracts Naming Conventions Folksonomies
  • The diminishing demand for the technology professional (Labor) has an inverse relation to the Increasing Demand for Talent. Talent Comments on a Global Scale While Labor Competes on a Local Scale … Think About It.

Full Brain Marketing: What is a Brand? 11.4.10 Full Brain Marketing: What is a Brand? 11.4.10 Presentation Transcript

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  • What is a Brand? All brands represented in this Presentation are trademarked and/or registered to the proper owners and are property of said company .
  • A BRAND IS A COLLECTION OF PERCEPTIONS IN THE MIND OF A CONSUMER.
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  • TRUST-BASED MARKETING Social Media – Consumer’s POV http://www.youtube.com/watch?v=D3qltEtl7H8
  • … brand is the difference between a bottle of soda and a bottle of Coke…
  • … brand is the difference between a mp3 player and an iPod …
  • … brand is the difference between a luxury car and a Mercedes Benz …
  • … brand is the difference between a designer’s hand bag and a Louis Vuitton …
  • Brands are what people say a bout you when you’re not in the room. Brand identity Company brand Brand Attribute(s) Locate things Charismatic, Great Orator Change Fast, accurate, search results Brand Promise Personal Brand A Brand is also a promise to an audience.
  • According to Jerry Wilson, Chief Marketing Officer of Coca-Cola: Promise + Experience = Relationship Brands are relationships!
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  • Top 10 - 2010 Global Brands
  • NONE OF THESE ORGANIZATIONS TREAT THEIR BRAND AS AN AFTERTHOUGHT, RATHER IT SERVES AS THEIR KEY DIFFERENTIATOR.
  • BUT THOSE ARE CONSUMER BRANDS NOT PEOPLE.
  • Personal BRANDING The process by which individuals and entrepreneurs differentiate themselves by identifying and articulating their unique value proposition and then leveraging it across platforms with a consistent message and image to achieve a specific goal.
  • Media made these personal brands household names. Media is no longer just for the rich and famous.
  • A Lesson from the Kitchen
  • THE KITCHEN (The Craft / What You know) THE DINING ROOM (The Delivery / How You Share It)
  • Personal brands allow Individuals to differentiate themselves by consistently articulating and leveraging their unique value proposition .
  • We are ALL Brands!
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  • If you’re not branding yourself, you can be assured that others are doing it for you.
  • IT’S A BRAND YOU WORLD
  • 6 P’s to Building a Personal Brand
    • Passion
    • Purpose
    • Planning
    • People
    • Play
    • Perseverance
  • GETTING TACTICAL
  • The Keys to Successful Personal Branding: Be Authentic, Be Consistent and Be Seen! A Successful Brand “ YOU”
  • Four Step Brand Process
  • Four Step Brand Process Personal Brand Assessment
    • Insights about YOU
    • Goals
    • Personal Drivers
    • Values
    • What are you passionate about?
    • What are you known for?
    • What do you have answers to?
    • Insights from Others
    • How do others describe you?
    • What are the three compliments people make about you?
    • What about you makes people stop, watch and say WOW ?
  • Four Step Brand Process Personal Brand Assessment
    • Identify your target audience
    • Understand your “unique value proposition”
    • Choose three personal brand attributes.
    “ You are the only person on earth who can use your own ability? M. Kathleen Casey
  • Reliable Organized Efficient Detail Oriented Persistent Organized Driven Facilitator Prolific Adaptable Methodical Creative Easy Going Punctual Diligent Self Starter Energetic Helpful Trustworthy Results Driven Hilarious Likeable Continuous Learner Strategic Motivated Genuine Dynamic Innovative Quick Study Thoughtful Consistent What are your brand attributes? Choose ones that are authentic for you and relevant to your goals .
  • Four Step Brand Process Personal Brand Assessment
    • Finish with a written, one-sentence Brand Promise that describes:
    • what value you offer
    • whom it is intended for
    • your differentiation
    • A Good Brand Promise is:
    • short
    • easily memorized
    • simple and easily understood
    • A Good Brand Promise.
    • a guide for decisions
    • provides focus for decision making
    • helps you prioritize work and activities
    • is a communication tool
  • Four Step Brand Process Create a Communications Plan Remember, Clarity, Consistency, Constancy Brand Communications Wheel
  • Four Step Brand Process Personal Brand Assessment
    • “ Google” yourself; set up Google Alerts
    • Be consistent; “walk your talk”
    • Assess your brand at regular intervals
    • Evolve to stay relevant
    “ When you’re finished changing, you’re finished.” Ben Franklin
  • What a Personal Brand is NOT!
    • What you say about yourself.
    • An extension of your employer’s brand.
    • Your presence in social media.
    • Anything you can ask for.
    • A perk.
    • Something you’re entitled to.
    • A gift someone can give you.
    • About power.
    • Permanent or Guaranteed!
  • You ARE being “Googled” so why not manage Brand “You?”
    • Benefits to Personal Branding:
    • Creates differentiation
    • Improves confidence
    • Increases your visibility
    • Helps you achieve your goals
    • Allows you to pick and choose jobs
    • and assignments
  • What are the Challenges?
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  • ORGANIZATIONAL STORY- TELLING
  • How Do You Measure Success ?
  • How Do You Measure UP ?
  • Measurement
    • Fan Counts/Likes in Facebook
    • Google Grade
    • Twitter for Clout
    • Sales Metrics
    • Email Distribution
    • LinkedIn Profile Views
    • Re-tweets Per Page View
    • RSS Feeds from what you write about?
  • How to Discover and Create Your Brand!
  • Discover YOUR Brand. Your self-impression = How people perceive you
  • 14 Ways to Create YOUR Brand. 1. Update your Basic Components
  • 14 Ways to Create YOUR Brand.
    • Design & Usability are still critical in establishing
    • your credibility and trustworthiness .
  • 14 Ways to Create YOUR Brand. 3. Become a Blogger!
  • 14 Ways to Create YOUR Brand. 4. 6° of Separation – Get to Know People NETWORK!
  • 14 Ways to Create YOUR Brand. 5. Make Connections Online!
  • 14 Ways to Create YOUR Brand. 6. Write & Publish an Article. 31,192 / PR 3 amazines.com 10 30,890 / PR 6 Webpronews.com 9 29,878 / PR 3 Articleset.com 8 NF!* 27,840 / PR 5 Web-source.net 7 NF!* 26,949 / PR 6 goarticles.com 6 24,759 / PR 5 articlealley.com 5 7,287 / PR 4 searchwarp.com 4 3,386 / PR 6 buzzle.com 3 NF!* 3,147 / PR 5 articlesbase.com 2 298 / PR6 ezinearticles.com 1 No Follow! Alexa TR Article Directory (URL) Rank
  • 14 Ways to Create YOUR Brand.
    • Become a
    • Professional
    • Speaker.
  • 14 Ways to Create YOUR Brand. 8. Web 2.0.
  • 14 Ways to Create YOUR Brand. 9. Trademark Yourself.
  • 14 Ways to Create YOUR Brand. 10. Get Involved.
  • 14 Ways to Create YOUR Brand. 11. What to Measure?
  • 14 Ways to Create YOUR Brand.
    • Develop & Deliver Podcasts, Seminars,
    • Webinars.
  • 14 Ways to Create YOUR Brand.
    • Where do you
    • Use Metadata?
  • 14 Ways to Create YOUR Brand. 14. Realize that you ARE the Labor!
  • Summary We all CAN Compete! “ If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff, U.S. Army
  • QUESTIONS? DJ Heckes, CEO EXHIB-IT! Tradeshow Marketing Experts www.EXHIB-IT.com [email_address] Author, Full BRAIN Marketing www.fullBRAINmarketing.com Contact Info: