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Full Brain Marketing: What is a Brand? 11.4.10

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What is a brand? This presentation answers that questions with case studies on successful brands as well as helpful information to help build your brand.

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Full Brain Marketing: What is a Brand? 11.4.10

  1. 1. What is a Brand? All brands represented in this Presentation are trademarked and/or registered to the proper owners and are property of said company.
  2. 2. A BRAND IS A COLLECTION OF PERCEPTIONS IN THE MIND OF A CONSUMER.
  3. 3. TRUST-BASED MARKETING Social Media – Consumer’s POV http://www.youtube.com/watch?v=D3qltEtl7H8
  4. 4. …brand is the difference between a bottle of soda and a bottle of Coke…
  5. 5. …brand is the difference between a mp3 player and an iPod…
  6. 6. …brand is the difference between a luxury car and a Mercedes Benz…
  7. 7. …brand is the difference between a designer’s hand bag and a Louis Vuitton…
  8. 8. Brands are what people say a bout you when you’re not in the room. Brand identity Company brand Brand Attribute(s) Locate things Charismatic, Great Orator Change Fast, accurate, search resultsBrand Promise Personal Brand A Brand is also a promise to an audience.
  9. 9. According to Jerry Wilson, Chief Marketing Officer of Coca-Cola: Promise + Experience = Relationship Brands are relationships!
  10. 10. Top 10 - 2010 Global Brands
  11. 11. NONE OF THESE ORGANIZATIONS TREAT THEIR BRAND AS AN AFTERTHOUGHT, RATHER IT SERVES AS THEIR KEY DIFFERENTIATOR.
  12. 12. BUT THOSE ARE CONSUMER BRANDS NOT PEOPLE.
  13. 13. Personal BRANDING The process by which individuals and entrepreneurs differentiate themselves by identifying and articulating their unique value proposition and then leveraging it across platforms with a consistent message and image to achieve a specific goal.
  14. 14. Media made these personal brands household names. Media is no longer just for the rich and famous.
  15. 15. A Lesson from the Kitchen
  16. 16. THE KITCHEN (The Craft / What You know) THE DINING ROOM (The Delivery / How You Share It)
  17. 17. Personal brands allow Individuals to differentiate themselves by consistently articulating and leveraging their unique value proposition.
  18. 18. We are ALL Brands!
  19. 19. If you’re not branding yourself, you can be assured that others are doing it for you.
  20. 20. IT’S A BRAND YOU WORLD
  21. 21. 6 P’s to Building a Personal Brand
  22. 22. • Passion • Purpose • Planning • People • Play • Perseverance
  23. 23. GETTING TACTICAL
  24. 24. The Keys to Successful Personal Branding: Be Authentic, Be Consistent and Be Seen! A Successful Brand “YOU”
  25. 25. Four Step Brand Process
  26. 26. Four Step Brand Process Personal Brand Assessment Insights about YOU • Goals • Personal Drivers • Values • What are you passionate about? • What are you known for? • What do you have answers to? Insights from Others • How do others describe you? • What are the three compliments people make about you? • What about you makes people stop, watch and say WOW?
  27. 27. Four Step Brand Process Personal Brand Assessment • Identify your target audience • Understand your “unique value proposition” • Choose three personal brand attributes. “You are the only person on earth who can use your own ability? M. Kathleen Casey
  28. 28. Reliable Organized Efficient Detail Oriented Persistent Organized Driven Facilitator Prolific Adaptable Methodical Creative Easy Going Punctual Diligent Self Starter Energetic Helpful Trustworthy Results DrivenHilarious Likeable Continuous Learner Strategic Motivated Genuine Dynamic Innovative Quick Study Thoughtful Consistent What are your brand attributes? Choose ones that are authentic for you and relevant to your goals.
  29. 29. Four Step Brand Process Personal Brand Assessment Finish with a written, one-sentence Brand Promise that describes: • what value you offer • whom it is intended for • your differentiation A Good Brand Promise is: • short • easily memorized • simple and easily understood A Good Brand Promise. • a guide for decisions • provides focus for decision making • helps you prioritize work and activities • is a communication tool
  30. 30. Four Step Brand Process Create a Communications Plan Remember, Clarity, Consistency, Constancy Brand Communications Wheel
  31. 31. Four Step Brand Process Personal Brand Assessment •“Google” yourself; set up Google Alerts • Be consistent; “walk your talk” • Assess your brand at regular intervals • Evolve to stay relevant “When you’re finished changing, you’re finished.” Ben Franklin
  32. 32. What a Personal Brand is NOT! 1. What you say about yourself. 2. An extension of your employer’s brand. 3. Your presence in social media. 4. Anything you can ask for. 5. A perk. 6. Something you’re entitled to. 7. A gift someone can give you. 8. About power. 9. Permanent or Guaranteed!
  33. 33. You ARE being “Googled” so why not manage Brand “You?” Benefits to Personal Branding: •Creates differentiation •Improves confidence •Increases your visibility •Helps you achieve your goals •Allows you to pick and choose jobs and assignments
  34. 34. What are the Challenges?
  35. 35. ORGANIZATIONAL STORY- TELLING
  36. 36. How Do You Measure Success?
  37. 37. How Do You Measure UP?
  38. 38. Measurement 1. Fan Counts/Likes in Facebook 2. Google Grade 3. Twitter for Clout 4. Sales Metrics 5. Email Distribution 6. LinkedIn Profile Views 7. Re-tweets Per Page View 8. RSS Feeds from what you write about?
  39. 39. How to Discover and Create Your Brand!
  40. 40. Discover YOUR Brand. Your self-impression = How people perceive you
  41. 41. 14 Ways to Create YOUR Brand. 1. Update your Basic Components
  42. 42. 14 Ways to Create YOUR Brand. 2.Design & Usability are still critical in establishing your credibility and trustworthiness.
  43. 43. 14 Ways to Create YOUR Brand. 3. Become a Blogger!
  44. 44. 14 Ways to Create YOUR Brand. 4. 6° of Separation – Get to Know People NETWORK!
  45. 45. 14 Ways to Create YOUR Brand. 5. Make Connections Online!
  46. 46. 14 Ways to Create YOUR Brand. 6. Write & Publish an Article. Rank Article Directory (URL) Alexa TR No Follow! 1 ezinearticles.com 298 / PR6 2 articlesbase.com 3,147 / PR 5 NF!* 3 buzzle.com 3,386 / PR 6 4 searchwarp.com 7,287 / PR 4 5 articlealley.com 24,759 / PR 5 6 goarticles.com 26,949 / PR 6 NF!* 7 Web-source.net 27,840 / PR 5 NF!* 8 Articleset.com 29,878 / PR 3 9 Webpronews.com 30,890 / PR 6 10 amazines.com 31,192 / PR 3
  47. 47. 14 Ways to Create YOUR Brand. 7.Become a Professional Speaker.
  48. 48. 14 Ways to Create YOUR Brand. 8. Web 2.0.
  49. 49. 14 Ways to Create YOUR Brand. 9. Trademark Yourself.
  50. 50. 14 Ways to Create YOUR Brand. 10. Get Involved.
  51. 51. 14 Ways to Create YOUR Brand. 11. What to Measure?
  52. 52. 14 Ways to Create YOUR Brand. 12. Develop & Deliver Podcasts, Seminars, Webinars.
  53. 53. 14 Ways to Create YOUR Brand. 13. Where do you Use Metadata?
  54. 54. 14 Ways to Create YOUR Brand. 14. Realize that you ARE the Labor!
  55. 55. Summary We all CAN Compete! “If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff, U.S. Army
  56. 56. QUESTIONS? DJ Heckes, CEO EXHIB-IT! Tradeshow Marketing Experts www.EXHIB-IT.com ceo@exhib-it.com Author, Full BRAIN Marketing www.fullBRAINmarketing.com Contact Info:

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