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Branding Martin_6   FILE: Branding Martin_6.pptx                                  1
CONTENT1. Manny Rivera: Creating Your Own Brand– ref   JSC (North)/ 08-24-20112. Branding Martin – WIP3. Conclusions4. Fol...
Manny Rivera: Creating Your Own Brand– ref JSC (North)/ 08-24-2011                                                       O...
A set of human characteristics that are attributed to a brand name. A brand personality is                                ...
Brand Components/2One of the primary ways we make sense of our worldand our place in it, is through stories. The same is t...
Brand Components Template               ESSENCE                  PERSONALITY                     BENEFITS                 ...
Brand Components/3                               1. Brand                              Personality         5. Brand       ...
SKILL / FUNCTIONALITY *Must include degree of Skill / Functionality*REQUIRED                    *REQUIRED                 ...
ATTRIBUTES*Must include degree of Skill / Level of     MYPERCEIVED                     MYDESIRED           MY ATTRIBUTE   ...
BENEFITS / PERSONALITY / ESSENCE*Single word descriptors  *BENEFITS                  *PERSON               *ESSENCE       ...
My Brand ComponentsTemplate         Top Three   Top Three   Top Three                       1st     2nd         3rd       ...
My Brand Components/1                                    Brand Promise                                                    ...
Brand Positioning• Brand positioning is the way your brand is PERCEIVED byan employer. Ideally, it is a function of your b...
Brand Positioning Check List1.   Is it memorable, motivating and focused to the core of what you do?2.   Does it provide c...
My Brand Components/2                           1. Brand                          Personality     5. Brand                ...
Brand Associations / Brand Story• Brand Association     - Anything your brand is associated with that links     and suppor...
My Brand Components/3             PAR’s –             tailored to             audience /             role                 ...
EXAMPLE: Police Officer - My Brand ComponentsTemplate                  Top Three Top Three Top Three                      ...
EXAMPLE: Police Officer - Brand Positioning• Positioning statements should focus on 3 components:     1. Brand Essence - 2...
EXAMPLE: Police Officer - My Brand ComponentsTemplate >use in                  Top Three Top Three Top ThreeBrand Position...
REFERENCES             21
Martin Schyns- Resume v18 – Wordle.net / 1                                             22
Martin Schyns- Resume v18 – Wordle.net / 2                                             23
Martin Schyns- Resume v18 – Wordle.net / 3                                             24
Martin Schyns- Resume v18 – Wordle.net / 4                                             25
Martin Schyns- Resume v18 – Wordle.net / 5                                             26
Common / Cross Functional Skills          Business    Ops /       SAP/     Project Supply Chain   IT sys Development      ...
COMPANIES:                       COMPANIES:         COMPANIES:                                                 Beam Global...
What am I? .....’Business Project Developer’                                                            •PRO ACTIVE       ...
What am I? .....’Business Project Developer’                       REFLECT-ON                •REACTIVE                    ...
Why does ‘Foresight’ get compromised?Depends on the nature of the challenge:A. Cross Function / Division Collaboration /Al...
Themes for Logo                  32
Themes for Logo / Brand VISION          PARTNERSHIP                        ROAD MAP                                   PROJ...
Resume v20 inc Addendum /      Wordle.net/1                            34
Resume v20 inc Addendum /      Wordle.net/2                            35
Resume v20 inc Addendum /      Wordle.net/3                            36
37Developed on Wordle.net from Resume June 2012
The onion that is Martin                                  Leadership                         Road Maps /          Function...
The onion that is……… Martin         BUSINESS PROJECT DEVELOPER          Road Maps              BUS.       Functional      ...
The onion that is……… Martin         BUSINESS PROJECT DEVELOPER          Road Map               BUS. Performance          d...
The onion that is……. MartinROLE: Business Development                                              ROLE: Program Managemen...
Business Card Design – Proposal 1                                                                           BUSINESS PROJE...
The onion that is……… Martin         BUSINESS PROJECT DEVELOPER              Project           BUS. Performance            ...
Business           Project         Management.S.C.M.                 I.T.                              44
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Branding Martin 6

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Branding Martin 6

  1. 1. Branding Martin_6 FILE: Branding Martin_6.pptx 1
  2. 2. CONTENT1. Manny Rivera: Creating Your Own Brand– ref JSC (North)/ 08-24-20112. Branding Martin – WIP3. Conclusions4. Follow-up Actions 2
  3. 3. Manny Rivera: Creating Your Own Brand– ref JSC (North)/ 08-24-2011 Own Brand BrandWhat is a Brand …for a Good / Service? Owner Own Own – Identifies PURPOSE Brand Brand – Explains RELEVANCE Good / Source/ Seller / Good- Good – – Positions BENEFITS Service Service Service – Advocates COMPETITIVE performance – Source of a PROMISE (for above) Buyer / Consumer What YOU Control What Audience Controls BRAND BRAND IDENTITY IMAGE YOUR BRAND 3
  4. 4. A set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate, and an effective brand will increase itsBrand Components/1 brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its functional benefits. There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication. Customers are more likely to purchase a brand if its personality is similar to their own. Examples of traits for the different types of brand personalities: - Excitement: carefree, spirited, youthful 1. Brand - Sincerity: genuine, kind, family-oriented, thoughtful - Ruggedness: rough, tough, outdoors, athletic Personality - Competence: successful, accomplished, influential, a leader - Sophistication: elegant, prestigious, pretentious The marketer and owner of the brand has a vision of what the brand must be and do for the consumers.[4] Brand promise is what a particular brand stands for (and has stood for in the past). It has its roots from the identity that it gains over a period of time. Usually, brand promise 5. Brand 2. Brand is an attribute common to Parent brands. Herein, the Story Promise brand may broadly stand for Quality, Performance, Trust, or False promises. However, the extensions, or the brands Brand under the parent brand umbrella, may stand individually for a particular trait which it has delivered over the years, for example, the best sparkling teeth, or the trusted Outline bank to bank with for centuries, et al Although there are different definitions of Brand Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition). 4. Brand 3. Brand Positioning Statement (As written in the highly revered Associations Position book Crossing the Chasm. Copyright 1991, by Geoffrey Moore, HarperCollins Publishers) For (target customer) Who (statement of the need or opportunity) The (product name) is a (product category) That (statement of key benefit – that is, compelling reason to buy) Unlike (primary competitive alternative) Our product (statement of primary differentiation) 4
  5. 5. Brand Components/2One of the primary ways we make sense of our worldand our place in it, is through stories. The same is trueof brands. Brands are the stories that unite us all in acommon purpose within an enterprise, and connect uswith the people we serve on the outside. These brandstories give meaning to who we are and what we do.They’re a special kind of story—they’re strategic; they 1. Brandbuild on themselves chapter by chapter, over time; they Personalitygrow as they respond to changing customers andchanging markets.Brand stories are what drive our critical interactionswith our customers and stakeholders. To use acommon marketing formula, they are what propelAwareness, Consideration, Trial and Buying. They arealso what ensure the repetition of this process—the 5. Brand 2. Brandvirtuous cycle that produces growth and profitability Promise StoryUltimately, it is your brand story that helps you answerthat most fundamental of all questions: “Why?” Why do Brandyou decide to make one decision and not another? Whydo your customers need you? Why is it that you’rebetter able to meet their needs than anyone else? Why Outlinedoes your logo look this way? Why do your pressreleases read the way they do? And most importantlyto marketers and managers alike: Why would someonemake that critical decision to use your products andservices over those of anyone else? Degree to which a particular brand is associated with 4. Brand 3. Brand the general product category in the mind of the Associations Position consumer (share of mind). Often a consumer will ask for a product by the specific brand name rather than the general name-for example, a person wanting facial tissues may ask for Kleenex. When this happens, the consumer is making a brand association. 5
  6. 6. Brand Components Template ESSENCE PERSONALITY BENEFITS ATTRIBUTES SKILL / FUNCTIONALITY 6
  7. 7. Brand Components/3 1. Brand Personality 5. Brand 2. Brand Story Promise 4. Brand 3. Brand Associations Position 7
  8. 8. SKILL / FUNCTIONALITY *Must include degree of Skill / Functionality*REQUIRED *REQUIRED *REQUIRED *MYSKILL / SKILL / SKILL / SKILL / FUNCTIONALITY FUNCTIONALITY: FUNCTIONALITY: FUNCTIONALITY: INVENTORYIT PROFESSIONAL SC PROFESSIONAL BUSINESS LEADER 17 yrs / SAP APO / PP 25+ yrs / SCM / Manu. IT& Business Experience17 yrs / SAP ASAP / Cap. 25+ yrs / PMP certified Project / Program Mngmt.Functional Solution dev. DP/SP/IP/MRP/S&OP Road Map Development Business Analyst Process Analyst/Green belt Change Mngmt. / OCMTeam Leader / Facilitator Integrator / Innovator Problem SolverFunctional / IT alignment Business alignment Exec alignment TOP 3 TOP 3 TOP 3 TOP 3 = = = 8 • What Do You Do? • What is your Competitive Difference?
  9. 9. ATTRIBUTES*Must include degree of Skill / Level of MYPERCEIVED MYDESIRED MY ATTRIBUTE ATTRIBUTES ATTRIBUTES INVENTORY INVENTORY INVENTORY TOP 3 TOP 3 TOP 3• What others say about you? •What you want others to say about you? 9
  10. 10. BENEFITS / PERSONALITY / ESSENCE*Single word descriptors *BENEFITS *PERSON *ESSENCE *MYoverriding (ref Requirements) (adjectives and traits -ALITY nouns) (adjectives) TOP 3 TOP 3 TOP 3 TOP 3 10 • Target Need state? •Describe you / role •Describe what you are about ( Adject./ Adject. / Noun)
  11. 11. My Brand ComponentsTemplate Top Three Top Three Top Three 1st 2nd 3rd ESSENCE PERSONALITY BENEFITS ATTRIBUTES SKILL / FUNCTIONALITY 11
  12. 12. My Brand Components/1 Brand Promise Hint – A brand must promise a relevant, compelling and differentiated benefit to the targetç 1. Brand Personality 5. Brand 2. Brand Story Promise 4. Brand 3. Brand Associations Position 12
  13. 13. Brand Positioning• Brand positioning is the way your brand is PERCEIVED byan employer. Ideally, it is a function of your brand’spromise and how you compare to other candidates thatyour potential new employer finds important.• Relevant differentiation is the MOST important aspect ofbrand positioning.• Positioning statements should focus on 3 components: 1. Brand Essence - 2 – 3 words that describe what your brand is about. 2. Brand Promise – Differentiated benefits that are relevant and compelling to the target audience. 3. Brand Personality – Adjectives that describe you as a person.1. For (target customer)2. Who(statement of the need or opportunity)3. The (product name) is a (product category) ,,,,,, Brand Essence4. That (statement of key benefit – that is, compelling reason to buy) ….. Brand Promise /Brand Personality • Unlike (primary competitive alternative) • Our product (statement of primary differentiation) 13
  14. 14. Brand Positioning Check List1. Is it memorable, motivating and focused to the core of what you do?2. Does it provide clear, distinctive and meaningful picture of you that differentiates you from the competition?3. Can you own it?4. Is it credible and believable?5. Does it enable growth?6. Does it serve as a filter for your career decision making? 14
  15. 15. My Brand Components/2 1. Brand Personality 5. Brand 2. Brand Story Promise 4. Brand 3. Brand Associations Position 15
  16. 16. Brand Associations / Brand Story• Brand Association - Anything your brand is associated with that links and supports your brand position.• Brand Story - Your Brand story is the totality of your experiences that are focused in supporting your brand position. - It is how employers/employees will perceive you and remember you for what you bring to the organization. 16
  17. 17. My Brand Components/3 PAR’s – tailored to audience / role 1. Brand Personality 5. Brand 2. Brand Story PromiseIndustry /Companyexperience 4. Brand 3. Brand Associations Position 17
  18. 18. EXAMPLE: Police Officer - My Brand ComponentsTemplate Top Three Top Three Top Three 1st 2nd 3rd Knowledgeable Respectful Educated ESSENCE Leadership Dependable Approachable PERSONALITY Law Criminal Justice Community Enforcement education connections BENEFITS knowledge Self defense Weapons Criminal Justice ATTRIBUTES expert handling Advanced SKILL / Conflict Physical Degree in Law FUNCTIONALITY resolution enforcement 18
  19. 19. EXAMPLE: Police Officer - Brand Positioning• Positioning statements should focus on 3 components: 1. Brand Essence - 2 – 3 words that describe what your brand is about. 2. Brand Promise – Differentiated benefits that are relevant and compelling to the target audience. 3. Brand Personality – Adjectives that describe you as a person.1. For (target customer)2. Who(statement of the need or opportunity)3. The (product name) is a (product category) ,,,,,, Brand Essence4. That (statement of key benefit – that is, compelling reason to buy) ….. Brand Promise /Brand Personality • Unlike (primary competitive alternative) • Our product (statement of primary differentiation ‘……..a respected community leader with advanced degree in criminal justice specializing in conflict resolution and weapons training’ 19
  20. 20. EXAMPLE: Police Officer - My Brand ComponentsTemplate >use in Top Three Top Three Top ThreeBrand Positioning 1st 2nd 3rd Statement Knowledgeable Respectful Educated ESSENCE‘……..a respectedcommunity leader Leadership Dependable Approachable PERSONALITYwith advanceddegree in criminal Criminal Justice Community Law Enforcementjustice specializing education connections knowledge BENEFITSin conflictresolution and Self defense Criminal Justice Weapons ATTRIBUTES expert handlingweapons training’ Advanced SKILL / Conflict Physical Degree in Law FUNCTIONALITY resolution enforcement 20
  21. 21. REFERENCES 21
  22. 22. Martin Schyns- Resume v18 – Wordle.net / 1 22
  23. 23. Martin Schyns- Resume v18 – Wordle.net / 2 23
  24. 24. Martin Schyns- Resume v18 – Wordle.net / 3 24
  25. 25. Martin Schyns- Resume v18 – Wordle.net / 4 25
  26. 26. Martin Schyns- Resume v18 – Wordle.net / 5 26
  27. 27. Common / Cross Functional Skills Business Ops / SAP/ Project Supply Chain IT sys Development Skill Level Yrs. Experience Business/ Consulting 30 yrs / 50:50 X Industry A&D 10 /20 Projects 25yrs Leader 20 yrs Analyst 10 yrs Planner Over 20yrs Innovator/ Whole life Ideas Skill Level 10 15 7 Yrs Experience 27
  28. 28. COMPANIES: COMPANIES: COMPANIES: Beam Global Spirit & -CSC, E&Y and Capgemini -British Aerospace Wine -TITLES: PM / Snr. Bus -BAeCAM TITLE: Director BRM OPS+ Analyst / Mngr. / Senior- Dept. of Trade & Industry SC NA Mngr.-TITLES: Works Project Eng. Business / Snr. Project Eng. / Senior Ops / Project SAP/ Scientific Officer / Supply Chain Development IT sys Principle CIM Consultant Business/ Consulting X Industry My Projects Leader Story Analyst Planner Innovator/ Ideas 28
  29. 29. What am I? .....’Business Project Developer’ •PRO ACTIVE REFLECT-ON •TIMELY THE SOLUTION •COST EFFICENT ADDRESS THE PROBLEM Execute Solution CONSIDER THE PROBLEM PRIORITIZE THE PROBLEM Investigate, Socialize UNDERSTAND And Deliberate THE PROBLEM SEETHE PROBLEM Good Foresight 29
  30. 30. What am I? .....’Business Project Developer’ REFLECT-ON •REACTIVE THE SOLUTION •LATE •EXPENSIVE •QUALITY? ADDRESS THE PROBLEM Execute Solution CONSIDER •INCUR COST OF THE PROBLEM DELAY •EXPEDITE PRIORITIZE DISTRACTION THE PROBLEM Short-cut, •NET BENEFITS Expedite, REDUCED Make Do UNDERSTAND THE PROBLEM SEETHE PROBLEM Poor Foresight 30
  31. 31. Why does ‘Foresight’ get compromised?Depends on the nature of the challenge:A. Cross Function / Division Collaboration /All companiesB. Business Planning and Development / Manufacturers / AutomotiveC. Staff shortages / Staff skills- capabilities / Work load / Most CPG companies & RetailersD. Partner Network Management / Boeing / Commercial Aerospace ALL THESE BECOME MORE ACUTE WITH: LOW MKT. GROWTH / ECONOMIC INSTABILITY 31
  32. 32. Themes for Logo 32
  33. 33. Themes for Logo / Brand VISION PARTNERSHIP ROAD MAP PROJECTS REWARD 33
  34. 34. Resume v20 inc Addendum / Wordle.net/1 34
  35. 35. Resume v20 inc Addendum / Wordle.net/2 35
  36. 36. Resume v20 inc Addendum / Wordle.net/3 36
  37. 37. 37Developed on Wordle.net from Resume June 2012
  38. 38. The onion that is Martin Leadership Road Maps / Functional BUS. Problem solver Dev. & Solutions/ Alignment Benefit Mega Paths Processes PM SCM I.T. Planning Solutions / DP/SP/IP/MRP & S&OP Innovation 38
  39. 39. The onion that is……… Martin BUSINESS PROJECT DEVELOPER Road Maps BUS. Functional development Solutions and benefit with business paths P roject processes Management SCM I.T. Planning Solutions DP / SP / IP / MRP / S&OP 39
  40. 40. The onion that is……… Martin BUSINESS PROJECT DEVELOPER Road Map BUS. Performance development Solutions and benefit with business paths P roject processes Management SCM I.T. Planning Solutions DP / SP / IP / MRP / S&OP 40
  41. 41. The onion that is……. MartinROLE: Business Development ROLE: Program Management Road Maps BUS. Functional development Solutions and benefit with business paths P roject processes Management SCM I.T. Planning Solutions DP / SP / IP / MRP / S&OP ROLE: Supply Chain Development ROLE: Business Relationship Management 41
  42. 42. Business Card Design – Proposal 1 BUSINESS PROJECT DEVELOPER – experienced Consulting and Martin J. Schyns Operations practitioner / leader – Business Project Developer effecting timely, integrated, riskBusiness Integration managed, business Change (growth, flexibility, efficiency, opportunistic, re- invention or crisis) Lake Forest, IL 60045 / USA 847 226 5128 Martin.Schyns@SBCGlobal.net Linked-in: http://www.linkedin.com/in/martinschyns Strategy OCM Program BUS. Business Management Process Project Improvement Road Maps Management SAP MDM SCM I.T. SAP SCM Manu. Ops. DP / SP / S&OP & Systems Methodology 42
  43. 43. The onion that is……… Martin BUSINESS PROJECT DEVELOPER Project BUS. Performance Solutions Portfolio with business and road P roject processes map Management SCM I.T. Planning Solutions DP / SP / IP / MRP / S&OP 43
  44. 44. Business Project Management.S.C.M. I.T. 44

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