70th SWCS International Annual Conference July 26-29, 2015 Greensboro, NC

1. Today…
 Examine what you can
achieve through the
“Branding Power of One”

2. Today…
 Provide tools to assess
and steps to take to
build brand value.

3. Branding basics…
What comes to mind
when you think of
“branding?”

4. Some common ideas about a brand…
 A brand is a logo.
 A brand is a tag line.
 A brand is a mission statement.
 A brand is an organization’s image.

5. What is a brand?
 Beyond visual representations
 Expectations
 Customers’ experience
 Feelings beyond the products

6. Expectations and promises…
vs.

7. A brand is…
 An emotional relationship
with your customers.
 Within the brand is an
implicit value proposition.

8. Guess this brand…

12. Why is brand important?
 Within the business, your
brand serves as an
internal compass of focus
 Dictates actions
 Dictates decisions
 Ultimately dictates value

13. Top 10 brands – 2015
 Write down what you
believe are the top 10
brands in the world.
Yes, there will be a
prize for the winner!

14. Top 10 global brands – 2015
 Evaluates brands much the way analysts value
other assets: On the basis of how much they're
likely to earn in the future.

15. #10

16. # 9

17. Capital Assets: $2.5 Billion
Brand value: $83 billion
# 8

18. # 7

19. #6

20. # 5

21. # 4

22. # 3

23. #2
Brand value $173 billion

24. # 1
Brand value $246 billion

25. Our winner is…

26. What some marketers don’t want you
to know about branding.
It’s about the pie. It’s about you. It’s about your employees.

27. Not this…

28. But what
happens when
good brands
go bad?

29. When brands go bad…

30. When bad things happen
to good brands…

31. When bad things happen
to good brands…

32. What causes good brands go bad?
Failure…
 Of product or service
 To adapt to new markets/trends
 Of managers to manage
 Of workers (bad behavior)
 Of leaders to lead or lead with integrity

33. Why should you care?
 Your organization is doing something
worthwhile
 You’re invested in the organization (time,
energy, passion)
 Personal brand link
 Financial dog in the fight

34. The corporate-personal
brand connection…
 Corporate/personal brand link
 Do you have a brand? (Yep.)

35. Exercise #2

36. When brands do good
Can you guess this brand?
This brand doesn’t have a logo, but its impacts
are known worldwide…
 5,000 people running orphanages, AIDS hospices,
charity centers
 These centers care for refugees, the blind, disabled,
aged, alcoholics, the poor and homeless and victims
of floods, epidemics and famine.

37.  Pope John Peace Prize
 Nobel Peace Prize
 U.S. Medal of Freedom
 Honorary U.S. citizenship
 Balzan Prize
 Albert Schweitzer International Prize
Awarded…

38. The brand is…
Mother Teresa

39. Seriously? The “Mother Teresa” brand?
 Product or service?
 Unique market niche?
 Brand promise?
 Advertising budget, web site, logo?
 Brand legacy?

40. “God doesn't require
us to succeed; he
only requires that
we try.”

41. Can personal brands go bad?

42. Your personal brand
Step 1.
If you know yourself,
you can grow yourself.
Step 2.
Build your personal
brand
.

43. Brand You…
 Assessing your
personal brand
 Worksheet:
Attributes (from
your perspective)

44. Personal brand assessment…
 Exercise #3
 Attributes worksheet
 Exercise #4
 Skills worksheet
 Greatest strengths
 Greatest weaknesses

45. How do others see your brand?
 To conduct your free 360 profile on your
personal brand:
http://www.reachcc.com/360reach

48. What you’ll learn…
 How others assess your…
 Brand attributes
 Brand skills
 Strengths
 Weaknesses
 How others value
your “team role”

50. Exercise #5…
 What is your personal brand promise?
 What is the greatest compliment you could
receive from your colleagues?
 What is the greatest compliment you could
receive from your customers?

51. Exercise #5…
 What would you like your brand legacy to be?
 How would you like to improve your personal
brand?
 Write down ONE thing you will do this year to
improve the value of Brand YOU! (Make it a
promise – with a “due date.”)

52. EVERYTHING!
Brand YOU…
What does your personal brand
mean to your organization’s brand?

53.  You are the single most
important asset to your
organization – its brand
ambassador.
 Your personal brand
value is linked to your
organization’s brand
value and vice versa.
Brand YOU…

54.  Leaders must do all they
can to nurture and
develop their employee’s
personal brands.
 Select your brand
ambassadors carefully.
(It may be harder when
unemployment is
higher.)
Brand YOU…

55. Brand YOU...
 Strengthen your
personal brand –
strengthen your
organizational brand.
 Align your personal
and organizational
brands – because
both will benefit and
grow.

56. Brand YOU...
 Be true to your
brand. If it’s not a
good fit, become a
free agent.

57. Color your life…

58. Your crayons…

59. Brand
YOU!

60. Thank
YOU!

61. Author, Ron Nichols

62. Ron Nichols
Public Affairs Officer, NRCS