“People will forget what you said. People will forget what you did, but people will never forget how you made them feel. ~Maya Angelou
NAWIC| The definition of a brand A brandis the sum of the all the perceptions and emotions about a product, or service that live inside a customer’s mind.
NAWIC| Product vs. Brand This is a product
NAWIC| Logo vs. Brand
NAWIC| This is a brand! Photo Credit: ant.sillydog.org/blog/pic/cult_of_mac_400x503.jpg Photo Credit: farm2.static.flickr.com/1093/653566351_2ce5d0.
NAWIC| How Products and Services differ from a Brand
A product is made; a brand is made up of trust and relationships.
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.
NAWIC| We choose, use and engage with brands all day The soda we drink The car we drive The computer we use People we recognize by first name alone?
NAWIC| Visible representations of brands
NAWIC| Brands are valuable business assets 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)
NAWIC| Who owns the brand? 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.
NAWIC| Important because of a simple truth People buy from who they KNOW, LIKE and TRUST! Driven by the following activities
Word of Mouth
The brand influences the perceptions and emotions that cause people to “like and trust” you
NAWIC| 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
NAWIC| Personal Brand Definition The perceptions and emotions maintained by someone else other than you describing the total experience of having a relationship with YOU!
NAWIC| You have a brand!
NAWIC| 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.
NAWIC| 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
Why you need a Personal Brand? HERE
NAWIC| We are all free agents
NAWIC| Benefits of a Personal Brand
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
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
NAWIC| Similarities of a Personal and Company Brand Personal Brand Company Brand Brand Identity Locate things Brand Attribute(s) Charismatic, Great Orator Brand Promise Fast, accurate, search results Change
NAWIC| Three equal elements of a brand
NAWIC| 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?
NAWIC| 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...
NAWIC| 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
NAWIC| 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
NAWIC| Finish with your brand promise Finish with a written, one-sentence Brand Promise that describes:
The value you offer
Who it is intended for
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
NAWIC| Value Communication begins 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 Bio & Resume Public Speaking Social Media Volunteer Social Media Networking Articles Articles Networking Photo Credit: www.fuzzone.com/blog/wp-content/uploads/2009/...
NAWIC| Consistently walking your talk is key 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
NAWIC| Use these brand principles to tie it 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
NAWIC | Search has changed People are searching for YOU!
NAWIC| Did you know? In 2006, there were 2.7 billion Google searches per month. Today that number is 31 billion per month
NAWIC| If Facebook were a country With 300+ Million Profiles is as large as the U.S.!
NAWIC | Search has changed This has replaced this
NAWIC | Getting found online
Start with the big picture
What do you want to accomplish?
Who is your target audience?
What are the right tools?
Pick a home base
Begin with the right mindset
Build your online network
Share content that demonstrates your expertise
NAWIC| Start with the right mindset Be a friend to get a friend Patience is a virtue Be Yourself Know your community Remember it’s a dialogue, Not a monologue
NAWIC| Social Networking Best Practices Network Settings Complete Profiles Profile Pictures Usernames and URLS Network Strategy Links
NAWIC |Linkedin Profile and Summary Create Your Profile
Create a compelling headline
Add a picture (very important)
Create Current and Past positions and Education
Fill out key details but be concise
Create your Summary
Your chance to sell
Use Keywords that people would search on
NAWIC|Linkedin Profile Key Points Use Status Updates
Another way to stay in front of people and share thoughts
Get Recommendations Personalize Web Connections
Show Pertinent Links
Use ‘Other’ to allow you to generate your own description
Claim your name
Personalize your URL
NAWIC| Next Steps
Determine your social networking goals
Pick an online home base
Review your network settings
Complete your profile
Add a photo
Choose a network connection strategy
Consider a free 360
Contact me to schedule a complimentary 30-minute consultation
NAWIC| Get the “connection” mindset Universal Truth of Connecting Your mother taught you everything you need to know about connecting before you were 10 years old: Make friends, play nice, tell the truth, take a bath, do your homework. - Jeffrey Gitomer, The Little Black Book of Connecting Social Media is about making connections *** Add value *** Be Genuine *** Be Open and Friendly ***
“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 NAWIC | Thank You Linkedin.com/in/AliciaFalcone Twitter.com/AliciaFalcone Alicia@thebrandatwork.com www.thebrandatwork.com Today’s Presentation is available on www.slideshare.net/aliciafalcone
BrandWORKS is a marketing coaching, training and strategic implementation company. We work with clients to help them acquire targeted customers through the effective marketing of their business. We also train and educate companies and individuals on how to use social networking and social media in their business development and marketing efforts. Visit www.thebrandatwork.com for more information