PDAC2013 communications course
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PDAC2013 communications course

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  • 1. Building your Brand Steve Virtue M.A. Senior Director, Public Affairs & Communications PDAC @stevevirtueMonday, 11 March, 13
  • 2. A BIT ABOUT YOU? EXECUTIVES 31% COMMUNICATORS 27% PRACTITIONERS 22% NO CLUE 20% also had multiple responsibilities noted in 20% the job titleMonday, 11 March, 13
  • 3. Why are you here? What do you want to know? What do you have to contribute?Monday, 11 March, 13
  • 4. TODAY, YOU’RE GOING TO GO INTO SOME PRETTY INTENSE DETAIL ABOUT MEDIA RELATIONS COMMUNITY ENGAGEMENT ISSUES & CRISIS MANAGEMENT DIGITAL STRATEGYMonday, 11 March, 13
  • 5. THE NEXT 30 MINUTES PROJECT WHAT IS A BRAND? DATE PRESENTATION MARCH 2, 2013 #PDAC2013Monday, 11 March, 13
  • 6. What’s a BRAND?Monday, 11 March, 13
  • 7. Monday, 11 March, 13
  • 8. CONFUSING? (photo: theadventuresofavalair.blogspot.caMonday, 11 March, 13
  • 9. BRAND IS WHATTHEY SAY ABOUTYOU... WHEN YOU’RE NOT IN THE ROOM (photo: theadventuresofavalair.blogspot.caMonday, 11 March, 13
  • 10. So what is a brand? Your website • marketing strategy • Your employees • your products • logo • What you say it isMonday, 11 March, 13
  • 11. So what is a brand? • your brand Your website narrative • marketing strategy • iterative process • Your employees • reputation • your products • relationships • logo • actions • your differentiator • What you say it is • What They says it isMonday, 11 March, 13
  • 12. No, really. What’s a brand? A cornerstone is the first stone set in the construction of a solid structure. Your operational plan guides business decisions about products and services and develops goals and expectations. Your brand is the cornerstone for communications. Your brand strategy is the blueprint of your stakeholder experience and will frame all conversations about you.Monday, 11 March, 13
  • 13. Branding, Big vs. SmallMonday, 11 March, 13
  • 14. $27.6BMonday, 11 March, 13
  • 15. Where does your Brand come from? Mission/Vision/Values Strategic & Operational Brand Strategy PlansMonday, 11 March, 13
  • 16. Where does your Brand come from? Who/What How/When WhyMonday, 11 March, 13
  • 17. WHAT = PRODUCT HOW = PROCESS WHY = MOTIVATION (BRAND) STARTWITHWHY.COMMonday, 11 March, 13
  • 18. WHY ARE WE TALKING ABOUT BRANDING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONSMonday, 11 March, 13
  • 19. WHY ARE WE TALKING ABOUT BRANDING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONSMonday, 11 March, 13
  • 20. Why is your wife the smartest marketer you know?Monday, 11 March, 13
  • 21. It’s not what you say, its what you do.Monday, 11 March, 13
  • 22. Monday, 11 March, 13
  • 23. Actions speak louder than wordsMonday, 11 March, 13
  • 24. Your brand should tell a story...Monday, 11 March, 13
  • 25. It’s a cost centre that I can’t afford. How is a brand going to help my bottom line? Branding is a waste of my time.Monday, 11 March, 13
  • 26. HOW MANY STORIES ARE YOU TELLING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONSMonday, 11 March, 13
  • 27. HOW MANY STORIES ARE YOU TELLING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONSMonday, 11 March, 13
  • 28. Monday, 11 March, 13
  • 29. Be Social 55% of Twitter users are 35 or older. 63% of Pinterest users are 35 or older. 65% of Facebook users are 35 or older. 79% of LinkedIn users are 35 or older. royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/Monday, 11 March, 13
  • 30. Integrated brand communications, win.Monday, 11 March, 13
  • 31. A penny saved is a penny earned.Monday, 11 March, 13
  • 32. What does it cost to fix your brand? Read the fine print estimates suggest that small and medium-size businesses spent about $1.6 billion managing their online reputations in 2011. It expects the figure to grow to more than $5 billion by 2015Monday, 11 March, 13
  • 33. Does brand really matter? 53% of American adults use search engines to look for information about each other Number one source (78%) of trust in brand reliability comes from recommendations of other consumers 2010 study 70% of companies have rejected candidates based on the candidates online reputation, but only 7%of Americans believe it affects their job search 87% of consumers look at a CEO’s reputation when judging the reputation of the company pewinternet.org switched.com, www.gilpinesd.com www.webershandwick.comMonday, 11 March, 13
  • 34. The merger of personal & professional brands Personal Professional Brand BrandMonday, 11 March, 13
  • 35. What do you think? Personal Professional Brand BrandMonday, 11 March, 13
  • 36. You’re brand matters... PRICELESS...?Monday, 11 March, 13
  • 37. Nothing you say will fix you’re brand. Nothing.Monday, 11 March, 13
  • 38. No, really. Im serious.Monday, 11 March, 13
  • 39. It’s what you do that will fix you’re brand. Period.Monday, 11 March, 13
  • 40. @stevevirtue svirtue@pdac.caMonday, 11 March, 13