To be employable today your most important job is to make a brand for yourself – work to become a free agent Today we will review the following steps to building your own personal brand
Blu energy drink
To know is nothing…To IMAGINE is EVERYTHING
Why do you need a Branding strategy?• To complement the overall business plan• To identify ways in which PR can help achieve organizations objectives• To focus and manage all the communications of an organization- internal and external• To ensure maximum benefit from all 360 degrees activities• For startups- VISIBILITY An organization is only as strong as its reputation.A brand is a tool that is used in the business world to describe all the information or perceptions that are connected with a product or service. 3
Corporate credibility• Plays an important role in Indian psyche.• Risk taking capability is usually less.• Products stand because the corporate does
7 Steps to Building your Brand1. Self-reflection2. Continuous Efforts3. Prepare marketing strategy4. Build relationships5. Prepare marketing pieces6. Develop your pitch7. Follow up
Step1:Self Reflection?– Where are we now?– Where do we want to be?– To whom are we talking (audiences)?– What do we want them to do?– Why do we want them to do it?– What are we going to say to them (messages)?– Where are we going to reach them?– When are we going to reach them?– Which techniques (methods) are we going to use?– How much are we going to spend?– What if there are unforeseen problems?– ROI? 6
Step2: Continuous Efforts• You want customers to know you exist;• You want customers to know your products• You want the media to publish your news releases• You want to help secure future ……….growth….etc.Media coverage helps you attract "quality" prospectsBecause public relations increases credibility, it helps you attract those who want the best. When people have heard of you and have a favorable impression of you, it is easier to attract and hold their attention while you tell your story. 7
Step3: Marketing Strategy• Create a marketing plan for BLU/Homeland• Be visible to enhance your Brand – PR – Above the line Advertising – Online advertising – Internal communication – Events 8
USP of BLU/Homeland• Segment has been created• Product is great• Need exists in the market
What do we need to do ?• Differentiate• Market innovatively• Position distinctly
The strategy In the Indian market, BLU/Homeland will primarily have to do three things:• Educate• Elucidate• Elevate
Educate• The first strategic imperative for BLU/Homeland team would therefore be to educate its prospective audience about the brand – What does the brand stand for? What makes it different? Why would you prefer BLU/Homeland ?
Recommendations• Online Webinars,• Blogs, Networking• Online Directories• Banner ads in Google, other public faces• Films
Elucidate• After establishing brand BLU/Homeland, we will have to demonstrate how the offering is in every sense an extension of the brand promise.
Elevate• Create a perception (strongly rooted in fact):• amongst the customers that it is this company that can be the ultimate solution for your services.• It will be our intent to generate a ‘local’ vs ‘global’ divide in this stage of communication. All communication must, at this point, result in a call to action. And generate for the Team not just numbers and not just premium, but waiting lists.
Recommendations• Loyality programs• TV commercials• Road activations• PR• Events
Step4: Build Public RelationsMedia coverage increases credibilityPaid advertising increases name recognition; media relationsincreases credibility.When people read a story about the excellence of your organizationin a newspaper or see a story praising your company on television,they are much more likely to have a favorable opinion of yourorganization. 18
Press kitA press package is the foundation of any media relations program.• Description of the organization,• key facts and figures,• a history,• and two or three stories on current trends and issues.• Photography.
Media List• The Times of India Samna• Pudhari Punyanagri• Navbharat Deshonnati• Gavkari Aaj Ka Anand• Divas Ratri Sanj Samachar• Sanj varta Sandhya• Aikya Sandhyanand• Power of Voice Rashtratej• Tarun Bharat Bharat Diary• Pune metro Bhagya Darpan• Navin Sandhya The Indian Express• Hindustan Times Sakaal Times• DNA Economic Times• The Financial Expres Business Standard• Hindu Business Line Mid Day• Sakal Lokmat• Loksatta Kesari• Prabhat
• Electronic Media- Z 24hrs, Star Maza, NDTV Profit, AAj tak, Sahara Samay, Etv Marathi, Sam Marathi, etc.• Wire Agencies - PTI, UNI.
Announcements• Brief press releases should be issued on such topics as promotions or hiring of new executives, openings of new office and the addition of new products. These typically result in one- to two-paragraph stories in publications, and keep your name in front of the target audience.
“Trend” Press Releases• These are usually the most valuable to the news media, and will help you establish a reputation as a source. These are about developing trends in your industry and contain information that would otherwise be difficult for the media to obtain.• Analytics and data mining are as it is not- so-known topics to talk about
Video news release• You may want to do a complete video news release (VNR) when there is an important announcement, or simply have background footage available for various television stations to put together their own stories. Footage must be in professional Betacam format, rather than VHS.
Press Conference• A press conference can be done to disseminate the right information, growth plan….etc…
Director Profiling• One on ones• Interviews in business magazines
Step5: Marketing Collaterals• Your promotional pieces should include: – Banner Ads – Newsletters – USP based Designs• Consider how you will incorporate your mission/vision into your marketing collaterals• Consider how you will distribute these pieces – Job search engines or other online based promotion – Internally within employees – Interactive events – ATL-Hoardings, print ads 27
Step6: Develop a pitch• Your designs speak a lot about what you intend to say-your messages.• Your PR initiatives should simultaneously couple up brand initiatives.• It is important to identify and spread this “one” thought that sums up the existence of the company 28
Sponsorship• College canteens, college fests…..• Job fairs.
Malls & multiplexes• Young audience can be reached out easily through these places• Slide branding
Hoarding• The same messages could be converted into a hoarding.• Mobile Hoarding can be used• Branding on cars,taxis can be done
Mobile Hoarding• Consistent message• Interactive vans
Step7: Follow up• Good follow-up communication will assist in creating a positive association with your brand• Also is it important to assess the ROI. 50