The document emphasizes the significance of branding, defining it as an implied promise and a reflection of reputation and consumer perception. It discusses the importance of consistency and repetition in brand communications and encourages becoming a brand ambassador to strengthen and promote the brand. Additionally, it advises on using various communication platforms to ensure consistent messaging and engagement, reinforcing the brand through visibility and interaction.

1. Good branding is
not a lot of bull.
Col Stan Skrabut, C
Wywg.pdo@capwyh
@wywgcap
http://slideshare.net

2. We have a great organization, but no one seems to be
aware of us.

3. You are responsible for controlling the message for
the organization.

4. People are unaware or confused by the brand we are
promoting.

5. You want people to be aware of what brand stands for
and what we promise and deliver.

6. Let me explain to you about the importance of branding and
what you can do to strengthen your brand.

7. What is branding?

8. A brand is an “implied promise” based on the
past and expected for the future.

9. “You do not choose to have a brand. You have one. Perhaps you think of
it as your reputation, but it is a brand. It comprises everything your name
evokes in your market.“ ~ Harry Beckwith

10. “A brand is a person’s gut feeling about a product,
service, or company.” ~Marty Neumeier

11. “A brand is more than just advertising and marketing. It is
nothing less that everything anyone thinks of when they see
your logo or hear your name.” ~ David F. D’Alessandro

12. There are important elements related to a brand.

13. Brand communications: what is promised.

14. Brand meaning: what is delivered and the consumer’s
perception.

15. Successful branding comes from consistency and
repetition.

16. Consistency is using the branding elements the same
way every time.

17. Repetition is using the branding elements everywhere,
at every opportunity.

18. Brands should be managed under a brand
architecture.

19. The brand architecture should define the different
levels of branding within the organization.

20. The corporate brand and sub-brands should mutually
support each other.

21. Sub-brands reinforce the corporate brand.

22. What can you do to
positively affect
your brand?

23. Most importantly, become a brand ambassador.

24. “A representative of an organization, institution or corporation
that best portrays the product or service…”

25. Someone “that carries the brand image in a positive
way and spreads that message out to the public.”

26. What else can YOU do to promote the brand?

27. Wear your brand proudly every day.

28. Include your brand on your email signature.

29. Include your brand in your telephone greeting.

30. Include your brand on your business cards, letterhead,
envelopes, etc.

31. Take time to update your LinkedIn profile.

32. Here are three other ways you can promote your
brand.

33. Learn and deliver your brand promise whenever
possible.

34. Learn and deliver your elevator pitch whenever
possible.

35. Learn and deliver your brand story whenever possible.

36. What can your
organization do to
positively affect
your brand?

37. Ensure consistent branding across the
organization.

38. Inconsistent branding across communications will erode your
brand. You look unprofessional and careless.

39. Use templates to help develop consistent branding and
messaging. Develop a template library.

40. Develop, distribute, and enforce a branding guide

41. Develop brand goals with metrics to measure effect.

42. Leverage social media like Facebook, Twitter,
and LinkedIn to get your message out.

43. The secret to Facebook and Twitter is engagement. It
is not one-way communications, it is dialogue.

44. Take time to update the LinkedIn company profile.

45. Participate in LinkedIn groups to share our expertise.

46. Get the members involved to promote the brand.

47. Your internal culture will dictate the support your receive
from members for your brand building opportunities.

48. “Key messages about an organization’s brand and its positioning
should be integrated into all communication vehicles.”

49. Find and share great member created videos.

50. It is not its slickness, polish, uniqueness, or cleverness that makes your
brand a brand. It is its truth. Live your brand. ~ Harry Beckwith

51. Questions?