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  1. 1. November 14, 2009<br />
  2. 2. How do you make people feel?<br />
  3. 3. “People will forget what you said. People will forget what you did, but people will never forget how you made them feel. <br />~Maya Angelou<br />
  4. 4. NAWIC| The definition of a brand <br />A brandis the sum of the all the <br />perceptions and emotions <br />about a product, or service <br />that live inside a customer’s mind.<br />
  5. 5. NAWIC| Product vs. Brand<br /> This is a product <br />
  6. 6. NAWIC| Logo vs. Brand<br />
  7. 7. NAWIC| This is a brand! <br />Photo Credit:<br />Photo Credit:<br />
  8. 8. NAWIC| How Products and Services differ from a Brand<br /><ul><li>A product is made; a brand is made up of trust and relationships.
  9. 9. A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer.
  10. 10. A product or service can be easily copied by a competitor; a brand is unique. </li></li></ul><li>NAWIC| We choose, use and engage with brands all day<br />The soda we drink<br />The car we drive<br />The computer we use<br />People we recognize by first name alone? <br />
  11. 11. NAWIC| Visible representations of brands<br />
  12. 12. NAWIC| Brands are valuable business assets<br />The Good News…<br />A brand can be a <br />business person’s best friend <br />The Bad News….<br />Or Not <br />The reality…. <br />you have one (like it or not)<br />
  13. 13. NAWIC| Who owns the brand? <br />You DON’T own your brand<br />Your Customers Do! <br />Without their perceptions and emotions<br />in their heads, all you have is a <br />product or service.<br />
  14. 14. NAWIC| Important because of a simple truth<br />People buy from who they KNOW, LIKE and TRUST! <br />Driven by the following activities<br /><ul><li>Marketing
  15. 15. PR
  16. 16. Sales
  17. 17. Business Development
  18. 18. Referrals
  19. 19. Word of Mouth</li></ul>The brand influences the perceptions and emotions <br />that cause people to “like and trust” you<br />
  20. 20. NAWIC| Branson on Branding <br />The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers but I think I’ve done a reasonable job with feelings. And, I’m convinced it is feelings and feelings alone that account for the success of the Virgin brand in all of it myriad forms.”<br />Richard Branson<br />
  21. 21. NAWIC| Personal Brand Definition <br />The perceptions and emotions maintained <br />by someone else other than you describing <br />the total experience of having a <br />relationship with YOU!<br />
  22. 22. NAWIC| You have a brand! <br />
  23. 23. NAWIC| Your role as Marketing Officer of Brand YOU <br />To steer, shepherd, direct and inspire these<br />perceptions and emotions so that they align <br />with your vision for your brand andyour goals<br />for your career. <br />
  24. 24. NAWIC| Tom Peters on Personal Brands<br />“The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark. “<br />~Tom Peters<br />
  25. 25. Why you need a Personal Brand? <br />HERE<br />
  26. 26. NAWIC| We are all free agents <br />
  27. 27. NAWIC| Benefits of a Personal Brand <br /><ul><li>Creates differentiation
  28. 28. A Personal Brand helps those buying what you’re selling to choose you
  29. 29. Increases your visibility
  30. 30. Social Media is a big driver behind the recent growth in Personal Brands
  31. 31. Shortens sales cycles
  32. 32. Speeds up the process for people to know, like and trust you
  33. 33. Improves confidence
  34. 34. Gets you in the right “mindset”
  35. 35. Supports your goals and objectives
  36. 36. A good brand is developed at a strategic level and executed (and lived) daily in the details</li></li></ul><li>NAWIC| Similarities of a Personal and Company Brand <br />Personal Brand<br />Company Brand<br />Brand Identity<br />Locate things <br />Brand Attribute(s)<br />Charismatic, Great Orator <br />Brand Promise<br />Fast, accurate, search results <br />Change <br />
  37. 37. NAWIC| Three equal elements of a brand <br /><ul><li>Value Identification
  38. 38. Value Communication
  39. 39. Value Delivery </li></li></ul><li>NAWIC| Value Identification starts with introspection <br />What are your goals?<br />What do you value?<br />What do you like to do? <br />What are your personal drivers?<br />What are you known for knowing?<br />What do others value in you? <br />What are you most proud of? <br />What do you do that adds <br />remarkable, measurable, distinguishable value? <br />
  40. 40. NAWIC| And includes listening to how others experience you<br />How do others experience you?<br />What do people compliment you on? <br />What about you makes people stop, watch and say WOW?<br />Photo Credit: <br />
  41. 41. NAWIC| And identifying who needs what you sell <br />What is important to your target <br />audience? <br />What keeps them up at night? <br />How can do you deliver <br />a unique solution to them? <br />Photo Credit:<br />
  42. 42. NAWIC| What are your brand attributes? <br />Persistent<br />Detail Oriented<br />Organized<br />Reliable<br />Prolific<br />Adaptable<br />Driven<br />Facilitator<br />Methodical<br />Creative<br />Punctual<br />Easy Going<br />Diligent<br />Helpful<br />Self Starter<br />Energetic<br />Hilarious<br />Adaptable<br />Results Driven<br />Trustworthy<br />Organized <br />Thoughtful<br />Consistent<br />Likeable<br />Continuous <br />Learner<br />Strategic<br />Motivated<br />Efficient<br />Quick Study<br />Genuine<br />Innovative<br />Dynamic<br />Choose ones that are authentic for you and relevant to your goals and audience <br />
  43. 43. NAWIC| Finish with your brand promise<br />Finish with a written, one-sentence<br />Brand Promise that describes: <br /><ul><li>The value you offer
  44. 44. Who it is intended for
  45. 45. Your differentiation</li></ul>Make sure it is short, simple, easy to memorize <br />and understand <br />A Good Brand Promise provides focus for <br />decision making and helps you prioritize work <br />and marketing activities<br />Photo credit:<br />
  46. 46. NAWIC| Value Communication begins with a plan <br />Choose communication vehicles to reach your target audience AND play to your strengths <br />Use your brand attributes to develop key messages that communicate your unique value proposition<br />Develop a timeline to implement that supports<br />constancy in your communications <br />Brand Communications Wheel<br />Bio & <br />Resume<br />Public <br />Speaking<br />Bio &<br />Resume<br />Public <br />Speaking <br />Social <br />Media<br />Volunteer<br />Social Media<br />Networking<br />Articles<br />Articles<br />Networking<br />Photo Credit:<br />
  47. 47. NAWIC| Consistently walking your talk is key to Value Delivery <br />Design processes and implement habits that align with your brand attributes<br />Use your brand promise as a decision making tool for your work, time-management, marketing, etc. <br />Get regular feedback to document your value delivery <br />Social Media<br />Photo Credit: MarzanaMax - Flickr<br />
  48. 48. NAWIC| Use these brand principles to tie it together<br />Take the time to bring <br />clarity in what sets you apart <br />Consistently deliver predictable value <br />Be constantly visible to your target<br />audience <br />Social Media<br />Photo Credit: MarzanaMax - Flickr<br />
  49. 49. NAWIC | Search has changed <br />People are searching for <br />YOU! <br />
  50. 50. NAWIC| Did you know? <br />In 2006, there were 2.7 billion Google<br />searches per month. <br />Today that number is <br />31 billion per month<br />
  51. 51. NAWIC| If Facebook were a country<br />With 300+ Million Profiles<br />is as large as the U.S.!<br />
  52. 52. NAWIC | Search has changed <br />This <br />has replaced this <br />
  53. 53. NAWIC | Getting found online <br /><ul><li>Start with the big picture
  54. 54. What do you want to accomplish?
  55. 55. Who is your target audience?
  56. 56. What are the right tools?
  57. 57. Pick a home base
  58. 58. Begin with the right mindset
  59. 59. Build your online network
  60. 60. Share content that demonstrates your expertise</li></li></ul><li>NAWIC| Start with the right mindset<br />Be a friend to get a friend<br />Patience is a virtue <br />Be Yourself <br />Know your community<br />Remember it’s a dialogue, <br />Not a monologue<br />
  61. 61. NAWIC| Social Networking Best Practices<br />Network Settings<br /> Complete Profiles <br /> Profile Pictures <br />Usernames and URLS<br /> Network Strategy<br /> Links <br />
  62. 62. NAWIC |Social Networks<br />
  63. 63. NAWIC |Best Practices | Network Settings<br />Manage Visibility Settings <br />
  64. 64. NAWIC |Best Practices | Network Settings<br />Set Public Profile Setting<br />
  65. 65. NAWIC |Best Practices | Network Settings<br />Avoid the infamous photo tag mistake <br />Settings &gt; Privacy &gt;Profile &gt;Photos tagged of you &gt; Customize <br />
  66. 66. NAWIC |Best Practices | Network Settings<br />Use your friend list <br />Friends &gt; Lists &gt; Create <br />
  67. 67. NAWIC |Small Business Page Example<br />
  68. 68. NAWIC |Linkedin<br />
  69. 69. NAWIC |Best Practices | Network Settings<br />Edit Your Profile<br />Edit Account Settings<br />
  70. 70. NAWIC |Best Practices | Network Settings<br />
  71. 71. NAWIC |Linkedin<br /> Profile and Summary<br />Create Your Profile<br /><ul><li>Create a compelling headline
  72. 72. Add a picture (very important)
  73. 73. Create Current and Past positions and Education
  74. 74. Fill out key details but be concise</li></ul>Create your Summary<br /><ul><li>Your chance to sell
  75. 75. Use Keywords that people would search on</li></li></ul><li>NAWIC|Linkedin<br />Profile Key Points<br />Use Status Updates<br /><ul><li>Another way to stay in front of people and share thoughts</li></ul>Get Recommendations<br />Personalize Web Connections<br /><ul><li>Show Pertinent Links
  76. 76. Use ‘Other’ to allow you to generate your own description</li></ul>Claim your name<br /><ul><li>Personalize your URL</li></li></ul><li>NAWIC| Next Steps<br /><ul><li>Determine your social networking goals
  77. 77. Pick an online home base
  78. 78. Review your network settings
  79. 79. Complete your profile
  80. 80. Add a photo
  81. 81. Choose a network connection strategy
  82. 82. Consider a free 360
  83. 83.
  84. 84. Contact me to schedule a complimentary 30-minute consultation </li></li></ul><li>NAWIC| Get the “connection” mindset<br />Universal Truth of Connecting<br />Your mother taught you everything you need to know about connecting before you were 10 years old:<br />Make friends, play nice, tell the truth, take a bath, do your homework.<br />- Jeffrey Gitomer, The Little Black Book of Connecting<br />Social Media is about making connections<br />*** Add value *** Be Genuine *** Be Open and Friendly ***<br />
  85. 85. “A brand WORKS when the stories you tell about yourself are the same stories others tell about you <br />What stories are people telling about you? “ ~Alicia Falcone <br />NAWIC | Thank You<br /><br /><br /><br /><br />Today’s Presentation is available on <br /><br />
  86. 86. BrandWORKS is a marketing coaching, training and strategic <br />implementation company. We work with clients to help <br />them acquire targeted customers through the effective marketing of <br />their business. <br />We also train and educate companies and individuals on how to use<br />social networking and social media in their business development<br />and marketing efforts. <br />Visit for more information<br />