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Nawic Presentation Transcript

  • 1. November 14, 2009
  • 2. How do you make people feel?
  • 3. “People will forget what you said. People will forget what you did, but people will never forget how you made them feel.
    ~Maya Angelou
  • 4. 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.
  • 5. NAWIC| Product vs. Brand
    This is a product
  • 6. NAWIC| Logo vs. Brand
  • 7. 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.
  • 8. NAWIC| How Products and Services differ from a Brand
    • A product is made; a brand is made up of trust and relationships.
    • 9. A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer.
    • 10. 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?
  • 11. NAWIC| Visible representations of brands
  • 12. 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)
  • 13. 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.
  • 14. NAWIC| Important because of a simple truth
    People buy from who they KNOW, LIKE and TRUST!
    Driven by the following activities
    • Marketing
    • 15. PR
    • 16. Sales
    • 17. Business Development
    • 18. Referrals
    • 19. Word of Mouth
    The brand influences the perceptions and emotions
    that cause people to “like and trust” you
  • 20. 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
  • 21. 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!
  • 22. NAWIC| You have a brand!
  • 23. 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.
  • 24. 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
  • 25. Why you need a Personal Brand?
    HERE
  • 26. NAWIC| We are all free agents
  • 27. NAWIC| Benefits of a Personal Brand
    • Creates differentiation
    • 28. A Personal Brand helps those buying what you’re selling to choose you
    • 29. Increases your visibility
    • 30. Social Media is a big driver behind the recent growth in Personal Brands
    • 31. Shortens sales cycles
    • 32. Speeds up the process for people to know, like and trust you
    • 33. Improves confidence
    • 34. Gets you in the right “mindset”
    • 35. Supports your goals and objectives
    • 36. 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
  • 37. NAWIC| Three equal elements of a brand
    • Value Identification
    • 38. Value Communication
    • 39. Value Delivery
  • 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?
  • 40. 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...
  • 41. 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
  • 42. 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
  • 43. NAWIC| Finish with your brand promise
    Finish with a written, one-sentence
    Brand Promise that describes:
    • The value you offer
    • 44. Who it is intended for
    • 45. Your differentiation
    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
  • 46. 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/...
  • 47. 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
  • 48. 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
  • 49. NAWIC | Search has changed
    People are searching for
    YOU!
  • 50. NAWIC| Did you know?
    In 2006, there were 2.7 billion Google
    searches per month.
    Today that number is
    31 billion per month
  • 51. NAWIC| If Facebook were a country
    With 300+ Million Profiles
    is as large as the U.S.!
  • 52. NAWIC | Search has changed
    This
    has replaced this
  • 53. NAWIC | Getting found online
    • Start with the big picture
    • 54. What do you want to accomplish?
    • 55. Who is your target audience?
    • 56. What are the right tools?
    • 57. Pick a home base
    • 58. Begin with the right mindset
    • 59. Build your online network
    • 60. 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
  • 61. NAWIC| Social Networking Best Practices
    Network Settings
     Complete Profiles
     Profile Pictures
    Usernames and URLS
     Network Strategy
     Links
  • 62. NAWIC |Social Networks
  • 63. NAWIC |Best Practices | Network Settings
    Manage Visibility Settings
  • 64. NAWIC |Best Practices | Network Settings
    Set Public Profile Setting
  • 65. NAWIC |Best Practices | Network Settings
    Avoid the infamous photo tag mistake
    Settings > Privacy >Profile >Photos tagged of you > Customize
  • 66. NAWIC |Best Practices | Network Settings
    Use your friend list
    Friends > Lists > Create
  • 67. NAWIC |Small Business Page Example
  • 68. NAWIC |Linkedin
  • 69. NAWIC |Best Practices | Network Settings
    Edit Your Profile
    Edit Account Settings
  • 70. NAWIC |Best Practices | Network Settings
  • 71. NAWIC |Linkedin
    Profile and Summary
    Create Your Profile
    • Create a compelling headline
    • 72. Add a picture (very important)
    • 73. Create Current and Past positions and Education
    • 74. Fill out key details but be concise
    Create your Summary
    • Your chance to sell
    • 75. 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
    • 76. Use ‘Other’ to allow you to generate your own description
    Claim your name
    • Personalize your URL
  • NAWIC| Next Steps
    • Determine your social networking goals
    • 77. Pick an online home base
    • 78. Review your network settings
    • 79. Complete your profile
    • 80. Add a photo
    • 81. Choose a network connection strategy
    • 82. Consider a free 360
    • 83. www.reachcc.com
    • 84. 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 ***
  • 85. “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
  • 86. 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