This is a brand A brand is a promise of value Photo Credit: ant.sillydog.org/blog/pic/cult_of_mac_400x503.jpg Photo Credit: farm2.static.flickr.com/1093/653566351_2ce5d0.
How a Product or Service differ from a Brand A product is made; a brand is made up of trust and relationships. A service is a value delivered; a brand is a personality. A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer. A product or service can be easily copied by a competitor; a brand is unique.
The Good News… A brand can be a business person’s best friend Photo credit:2.bp.blogspot.com/.../XfYDBF6vLjc/s320/cow.jpg
The Good News… A brand can be a business person’s best friend The Bad News…. Or Not
The Good News… A brand can be a business person’s best friend The Bad News…. Or Not The reality…. you have one (like it or not)
We choose, use and engage with brands every day The car you drive The soda you drink The computer you use People you recognize by first name alone?
Visible representations of brands are everywhere
You DON’T own your brand Your Customers Do! Without their perceptions and emotions in their heads, all you have is a product or service.
This is important because of a simple truth: People buy from who they KNOW, LIKE and TRUST!
This is important because of a simple truth: People buy from who they KNOW, LIKE and TRUST! Driven by the following
The brand influences the perceptions and emotions that cause people to “like and trust” you
Branson on Branding The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers but I think I’ve done a reasonable job with feelings. And, I’m convinced it is feelings and feelings alone that account for the success of the Virgin brand in all of it myriad forms.” Richard Branson
A Personal Brand definition The perceptions and emotions maintained by someone else other than you describing the total experience of having a relationship with YOU
Your role as Marketing Officer of Brand YOU To steer, shepherd, direct and inspire these perceptions and emotions so that they align with your vision for your brand andyour goals for your career.
Tom Peters on Personal Brands “The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark. “ ~Tom Peters
A Personal Brand Creates differentiation A Personal Brand helps those buying what you’re selling to choose you Increases your visibility Social Media is a big driver behind the recent growth in Personal Brands Shortens sales cycles Speeds up the process for people to know, like and trust you Improves confidence Gets you in the right “mindset” Supports your goals and objectives A good brand is developed at a strategic level and executed (and lived) daily in the details
Personal and Company brands have similar elements Personal Brand Company Brand Brand Identity Locate things Brand Attribute(s) Charismatic, Great Orator Brand Promise Fast, accurate, search results Change
There are three equal elements of a Personal Brand
Value Identification starts with introspection What are your goals? What do you value? What do you like to do? What are your personal drivers? What are you known for knowing? What do others value in you? What are you most proud of? What do you do that adds remarkable, measurable, distinguishable value?
And includes listening to how others experience you How do others experience you? What do people compliment you on? What about you makes people stop, watch and say WOW? Photo Credit: farm2.static.flickr.com/1213/1389750548_4c24c...
And identifying who needs what you sell What is important to your target audience? What keeps them up at night? How can do you deliver a unique solution to them? Photo Credit:www.andreasbard.com/goals2007.jpg
What are your brand attributes? Persistent Detail Oriented Organized Reliable Prolific Adaptable Driven Facilitator Methodical Creative Punctual Easy Going Diligent Helpful Self Starter Energetic Hilarious Adaptable Results Driven Trustworthy Organized Thoughtful Consistent Likeable Continuous Learner Strategic Motivated Efficient Quick Study Genuine Innovative Dynamic Choose ones that are authentic for you and relevant to your goals and audience
And end with your brand promise Finish with a written, one-sentence Brand Promise that describes:
Make sure it is short, simple, easy to memorize and understand A Good Brand Promise provides focus for decision making and helps you prioritize work and marketing activities Photo credit: 3.bp.blogspot.com/_WDdUbuPoIjI/SldWLxw-gvI/AA
Value Communications starts with a plan Choose communication vehicles to reach your target audience AND play to your strengths Use your brand attributes to develop key messages that communicate your unique value proposition Develop a timeline to implement that supports constancy in your communications Brand Communications Wheel Bio & Resume Public Speaking Social Media Volunteer Articles Networking Photo Credit: www.fuzzone.com/blog/wp-content/uploads/2009/...
Consistently walkingyour talk iskey to Value Delivery Design processes and implement habits that align with your brand attributes Use your brand promise as a decision making tool for your work, time-management, marketing, etc. Get regular feedback to document your value delivery Social Media Photo Credit: MarzanaMax - Flickr
Nurture your brand to maintain it Use Google Alerts and feedback from your audience to continually gather valuable feedback Establish metrics to measure success (i.e. page rank in Google for your name) Evolve to stay relevant Social Media Photo Credit: MarzanaMax - Flickr
Use the three brand principles to tie it all together Take the time to bring clarity in what sets you apart Consistently deliver predictable value Be constantly visible to your target audience Social Media Photo Credit: MarzanaMax - Flickr
Five ways to use Social Media to find a job or prospect Listen to relevant industry conversations Research prospective employers and prospects Network with friends and colleagues Find people in your field Share your expertise Social Media Photo credit: www.attcnetwork.org/images/mainphoto_find.jpg
Listen What is being said about you, your field, industry, prospective clients or employers Who is hiring in your field or industry News about a prospect or employer Tools: Google Alerts, Twitter Social Media Photo credit: www.attcnetwork.org/images/mainphoto_find.jpg
Alerts Set up Google Alerts at www.google.com/alerts
Tools: Linkedin, Twitter Social Media Photo Credit: www.notientre.com/.../08/market-research.jpg
for Research A great feature of Linkedin is the ability to see the “unseen” network among people you know. Linkedin also offers great intelligence on recent employee moves within a company. Social Media
Tools: Linkedin, Twitter, Facebook Social Media Photo credit: farm3.static.flickr.com/2177/1804295568_5b223...
for Networking Don’t overlook the ability to wisely promote activity that supports your brand via “What I’m working on” in Linkedin. “Wisely” means relevant information to your network that help you stay top of mind about activities that support your brand. Social Media
Tools: Linkedin, Twitter Social Media Photo Credit: i.ehow.com/.../5302485/FindDimkyy-main_Full.jpg
Finding people, companies, & info. on Twitter Twitter search resources: www.twitter.com/search www.tweepz.com www.twellow.com www.tweepsearch.com Social Media
Share Your expertise, thought leadership, unique value proposition Tools: Slideshare, Facebook, Blog, Twitter, Visual CV, Podcasts, Youtube, Webinars Social Media Photo Credit: i.ehow.com/.../5302485/FindDimkyy-main_Full.jpg
Five Social Media Best Practices Profiles Claim your name Shoot for consistency in profile name across different social media Fully complete a profile on 1-2 key social networks. Consistency counts With names, photos With profiles, remember to use your brand attributes but also show your personality Get your “elevator pitch” down to 140 characters Listen first, engage second Be authentic; “faking it” is never a good strategy
Five Next Steps Revisit your mindset Think of yourself as a “free agent” Research your brand Review the questions about yourself to pinpoint your differentiation Ask for feedback from others; Consider a 360 (www.reachcc.com) Choose brand attributes to use in communications Google yourself to get a baseline on your online visibility Set-up a Google Alert on your name Ask yourself what content can you create and share that helps your target audience to “know, like and trust” you. Fully complete your profile on Linkedin to use as your “online home base” Claim your name (http://linkedin.com/in/yourname) and put it in your email signature line Fill out the profile summary and use a professional headshot Incorporate your brand attributes into your profile summary Email me to receive my “10 Top tips to maximize your brand on Linkedin.”
Your brand is your story! Live it inside, Tell it outside, and People will LISTEN
Thank You! “A brand WORKS when the stories you tell about yourself are the same stories others tell about you What stories are people telling about you? “ ~Alicia Falcone Linkedin.com/in/AliciaFalcone Twitter.com/AliciaFalcone Alicia@thebrandatwork.com www.thebrandatwork.com My Brand Promise A driven, self-starter, I hold myself accountable to creatively solve marketing challenges with innovative solutions that create tangible, measurable results for the businesses I serve.