Whether you are a hiring manager, a marketer promoting products/services, or a job seeker looking for that next best opportunity, managing brand promise is a required professional skill for today’s world. How do you project your brand promise to the public? You need to know the message you want to project and be able to see how others perceive your brand. This presentation teaches how to: define your brand promise, assess effectiveness with regard to your brand promise, and recommend a process to develop and improve your brand promise. You will explore various marketing models and how to use

1. Mirror, Mirror on the Wall:
Who Has the Best Brand?
Amy Friend
Rochester Chapter

2. Who Cares About Getting
Brand Right?
• Marketer promoting products/services
• HR or hiring manager attracting talent
• Job seeker

3. Marketing Basics
• Who are our customers?
• What are their needs and wants?
• How can we satisfy those needs and
wants more effectively than our
competition?

4. A Couple of Perspectives
Business/Company
• Trademarks
• Symbols
• Trade characters
• Logos
• Name itself
Employee/Employer
Collection of meanings
related to
perceptions

5. Brand Promise
• Articulation of a brand’s experiential takeaway
for the target customer/employer/candidate
• Perceptions and beliefs about an employer,
product, or person that are held by both
current and potential job
candidates/customers/employers

6. Awareness

7. General Attitudes
• Before….

8. Specific Attributes

9. Quick Change

10. Cyber-Snoop: A Reality Check
• Are you out there?
• Are you out there
positively?
• Are the messages
ones you are proud
of?

11. The Value Proposition
Close the gap between your proposition
and their perception.

12. A Process to Develop &
Improve Your Brand
-- Dr. Chris Collins,
School of Industrial Labor Relations, Cornell University

13. 1. Identify Elements of Brand
Internal Assessment
•What are the best aspects?
•Why do current people value
you?
•What would they tell a
stranger about you?
•Which aspects are most
essential?
•Which differentiate you?

14. 2. Match to the Needs of Target
External Assessment
•What does the target want?
•What aspects are most important
in identifying employer / employee
of choice?
•Where is there overlap?
•Is there overlap in what you offer
to what the target audience wants?
•Which of these are unique to you?

15. 3. Identify Key Messages
• Here’s what makes
us special
• Resonates w/ T-pop
• Specific
• You are the employee /
employer of choice

16. 4. Determine Communication
Channels- Social Media

17. Challenges
• Awareness:
– Build via low involvement practices (no effort, unique,
simple, positive)
– Build familiarity and top of mind (repetition, multiple sources,
consistency of positive image
• General Attitudes:
– Building positive attitudes through involvement
– Reverse negative attitudes
• Specific Attributes:
– High involvement, detailed information

18. Assess Effectiveness
Personal Branding:
•Real-world
communications
activities
•Virtual visibility
•Community-building
through social media

19. Building a Personal Brand
 Check the major search
engines
 Clean up your Web
presence
 Create your online reputation
w/ free tools
 Claim your social media
profiles and your
personalized URL on
Linkedin
 Buy your own domain name

20. Build Your Personal Brand
 Set up an ongoing monitoring alert system
 Launch a blog to publish content
 Get to know yourself, and share helpful content regularly
 Create your elevator pitch
 Develop a feedback loop

21. You Look Fabulous

22. Questions?
• afriend@ecornell.com
• 585-766-2145
• For more on brand, check out our
website of courses:
https://lms.ecornell.com/courses/1162552