Raphael O’Donoghue - Regional Director, PM Forum Ireland

Building Your Brand

PM Forum Ireland

January 2014
Prof Philip Kotler

“Your brand is everything
your organisation says
and does”
As a professional services firm:

You Are Yo...
Misconception #1
Branding is not about your crayons dept!
changing colour and logo’s
SECRETS

3!
STEPS!
TO BUILD YOUR
BRAND
#1
UNDERSTAND
YOUR CLIENT’S
Understand their needs!
What makes them think!
What motivates them!
Walk around in their shoes...
#2
BUILD A FIRM THAT
CAN DELIVER
Build a team that can deliver the
best and exceed client expectations
at each stage of th...
#3
COMMUNICATE
Communicate your brand values
in a way to clients in a manner
your clients want. Go back to #1!
Remember
Building strong brands
do not happen overnight
Brands are dynamic living organisms
that communicate your business...
Brand Building
To forge a great brand you
must take DELIBERATE
action
Your brand must be firmly rooted in
your strategy. Yo...
David Ogilvy…

Determine what you want
SAY, and then everything
you DO should SAY IT
Your brand is the identity, culture,
...
Building Your Brand is
building your business

Raphael O’Donoghue

Regional Director

PM Forum Ireland



rafe@rafeodonogh...
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Building your brand

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Building your brand

  1. 1. Raphael O’Donoghue - Regional Director, PM Forum Ireland Building Your Brand PM Forum Ireland
 January 2014
  2. 2. Prof Philip Kotler “Your brand is everything your organisation says and does” As a professional services firm:
 You Are Your Own BRAND! ! Your reputation, personal relationships, expertise, value for money, staff culture. Branding represents everything that exists, and is perceived to exist about your firm.
  3. 3. Misconception #1 Branding is not about your crayons dept! changing colour and logo’s
  4. 4. SECRETS 3! STEPS! TO BUILD YOUR BRAND
  5. 5. #1 UNDERSTAND YOUR CLIENT’S Understand their needs! What makes them think! What motivates them! Walk around in their shoes…
  6. 6. #2 BUILD A FIRM THAT CAN DELIVER Build a team that can deliver the best and exceed client expectations at each stage of the customer journey…
  7. 7. #3 COMMUNICATE Communicate your brand values in a way to clients in a manner your clients want. Go back to #1!
  8. 8. Remember Building strong brands do not happen overnight Brands are dynamic living organisms that communicate your business through every word, action and interaction.
 
 Each and every touch point online and offline communicates your brand.! !
  9. 9. Brand Building To forge a great brand you must take DELIBERATE action Your brand must be firmly rooted in your strategy. You need to take strategic decisions to build your brand, AND Your organisation/team MUST follow through on the message and actions required.! !
  10. 10. David Ogilvy… Determine what you want SAY, and then everything you DO should SAY IT Your brand is the identity, culture, perception and essence of your organisation/firm. It is the sum of parts and totality of what you promise and deliver to your clients.! ! You are your own brand. Maybe you should think more about building on it…!
  11. 11. Building Your Brand is building your business Raphael O’Donoghue
 Regional Director
 PM Forum Ireland
 
 rafe@rafeodonoghue.com

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