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Be Distinct!

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Be Distinct or be Extinct...helping business owners stand out from the crowd through developing an engaging personal brand!

Be Distinct or be Extinct...helping business owners stand out from the crowd through developing an engaging personal brand!

Published in Business , Technology
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  • I grew up on a farm – 10,000acres in Central Queensland. My parents and brother are still there.
  • I grew up in this house – it still stands, and is used as storage by my father for all his tools!
  • I was fortunate enough to go to a really great school – St Peters College in Adelaide. I have recently learnt that this is one of only 2 schools in the world with 2 past students who have won the Nobel Peace Prize (Sir Lawrence Bragg who invented the X Ray with his father, and discovered DNA and is the youngest recipient of the Nobel Peace Prize at 26) and Sir Howard Florey (who discovered penicillin).
  • I am married, and have 3 small children...
  • We love to travel, and this is how we roll – at the San Diego airport after returning from New York...as you can see we travel light!
  • We love to travel, and we are just back from New York...here is my wife Rowena and Leni eating A Red Velvet Cupcake at Saks on 5th Avenue...apparently a flavour specific to the US and created in South United States...
  • One of the things I really love doing – is people watching. There is nothing better than sitting in a crowded place and watching how people go about their lives. This is how many great entrepreneurs in fact spot opportunity – we sat for lunch in Times Square in NYC, and about 50 metres from us the Naked Cowboy started a tune...note the dirty old woman in the background!!!
  • I have worked with some of the smartest organisations in Australia, and around the world....
  • ...and thanks to my own personal brand, I have connected with some amazing people from around the world. Does anyone know who this is? I first heard about Ben Self when he was planning to visit Australia. I contacted him on Twitter, Facebook and other means, and eventually heard back fro him. We met, and spoke about a number of tactics he employed during the Obama campaign. I wanted to catch up with him in Washington over the next few days, and we will see how that goes?
  • In 2008 I started Buzzle. We make GREAT people POPULAR by helping to define, design a deliver an engaging personal brand. We work with business owners to and deliver an engaging personal brand toAttract more customersDeepen relationships with existing customers, andUltimately, increase the value of these business owners!
  • So what is your ‘personal brand’What do you think now when you hear my name? – give me some examples (be nice please!)
  • With the last 9 months and the events around the world known as the GFC, we have had to rethink capitalism and the brand! So where does this leave us?
  • So how do we be distinct???We could do this using the 4P’s – WRONGProduct (can be copied and produced in China in a heartbeat for a fraction of the cost – while you still wait for the patent!)Price (we all learnt competing on price only ends in one place – giving your stuff away) – talk about the new free stores in Tokyo and FreemiumPlacement – well the Internet has changed this playing field with someone in outer Mongolia now able to sell you something in SydneyPromotion – clever, original promotional campaigns still get our attention – but do they mean you sell more?
  • If Trust is the new battleground...how do you build trust?Surely, we just market that we are trustworthy right?We could do this using the 4P’s – WRONGProduct (can be copied and produced in China in a heartbeat for a fraction of the cost – while you still wait for the patent!)Price (we all learnt competing on price only ends in one place – giving your stuff away) – talk about the new free stores in Tokyo and FreemiumPlacement – well the Internet has changed this playing field with someone in outer Mongolia now able to sell you something in SydneyPromotion – clever, original promotional campaigns still get our attention – but do they mean you sell more?
  • We believe the only way to differentiate now is to build trust – and this is only possible through building, developing and communicating the personal brands of your people!
  • So how can you do this? Well it is about three steps...Your promise is what is it you or your staff do – ask them this. What are they saying when friends, family or prospects ask them this?How are your staff presented (in this case, online). Do they blog, are they on facebook or linkedIn or twitter – how much influence do they have online?Promotion – what are you doing to promote the personalities and people within your business. Can I connect with people in your business – can I see what they really love doing via facebook or twitter??
  • So how can you do this? Well it is about three steps...Your promise is what is it you or your staff do – ask them this. What are they saying when friends, family or prospects ask them this?How are your staff presented (in this case, online). Do they blog, are they on facebook or linkedIn or twitter – how much influence do they have online?Promotion – what are you doing to promote the personalities and people within your business. Can I connect with people in your business – can I see what they really love doing via facebook or twitter??
  • The question many of us dread...so what do you do?? How do you answer this – anyone want to give us some examples?? You need to ask this of yourself and all your staff. Any compelling, interesting and authentic representative of your company should be able to answer this question!
  • Change to graph
  • Affable is all about being likeable!
  • In fact, so much so, a recent survey; the Edelman Trust Barometer (Australia’s leading trust indicator) unveiled some concerning numbers....
  • Scott Monty is the most recent high profile blogger and ‘personal brand’ to be hired by Corporations realising the importance of a prominent Personal Brand. Scott over 5-7 years has built up a very strong following; with connection to over 50 million people around the world via social media and his personal brand. What percentage of those 50 million need to buy a car to pay Scott’s salary for the year? – 30 cars to pay his salary at a margin of $10,000 – that is less than .000001% of his ‘fan base’ – a good investment by Ford?
  • As for promotion – how many of you share and inspire your customers or prospects through the achievements of your team and organisation? GE for instance regularly share the lives and interests of their people for EVERYONE to see! And also some of their most impressive projects like Shipping Data Analysis -
  • Affable is all about being likeable!
  • It is important to remember this! Advertising does not work anymore! People do not trust you telling them how good you are...they need to learn about this from other mediums...and the internet is helping consumers (and businesses with this)
  • So how can you do this? Well it is about three steps...Your promise is what is it you or your staff do – ask them this. What are they saying when friends, family or prospects ask them this?How are your staff presented (in this case, online). Do they blog, are they on facebook or linkedIn or twitter – how much influence do they have online?Promotion – what are you doing to promote the personalities and people within your business. Can I connect with people in your business – can I see what they really love doing via facebook or twitter??

Transcript

  • 1.
  • 2.
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  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Your Personal Brand is the unique, distinct and memorableidea that comes to mind whenever other people hear your name.  It’s what you stand for and represent– it is your personal brand that evokes an emotional response from your target audience (or not)
  • 14. 2008...the GFC and time to rethink?
  • 15. Be DISTINCT...not EXTINCT
  • 16.
  • 17. Unless you are prepared
    To give it away for free
    How can you compete?
    The internet has
    Changed all this
    Imitation made in
    China
    Did it sell anymore
    Or make money?
  • 18. The FIFTH P – People!
  • 19. What are the 3 most important things when people are choosing a Doctor?
  • 20. Available
    Affable
    Able
  • 21. Available
    Affable
    Able
  • 22. What do you do?
    ...what is your promise
  • 23.
  • 24.
  • 25.
  • 26. ...more people are going online for information
    Zogby International conducted an online survey of 3,030 adults.
  • 27. We spend more time online...
    14 x more than reading Magazines
    7 x more than reading Newspapers
    2.8 x more than listening to Radio
    1.1 x more than watching Television
  • 28. Available
    Affable
    Able
  • 29. Trust in business in Australia is in decline with 74% of survey respondents indicating they trust business less than they did last year...
    Source: 2009 Edelman Trust Barometer
  • 30. CEOs are the least trusted source of information when forming an opinion of a company. Eighty-one per cent of respondents do not trust the CEO as a source in Australia, the US and Europe
    Source: 2009 Edelman Trust Barometer
  • 31.
  • 32.
  • 33.
  • 34. Available
    Affable
    Able
  • 35.
  • 36. Your brand NOW is not what YOU say it is.
    It’s what
    THEY say it is.
  • 37.
  • 38. Available
    Affable
    Able
  • 39. Luke Harvey-Palmer
    Chief Engagement Officer
    Buzzle
    luke@buzzle.com.au
    www.buzzle.com.au
    Twitter @lukefrombuzzle
    Facebook
    LinkedIn
    Google me!