Ralph Kison

1. Connect Yourself – from the ―Digital World‖ to
the ―Real World of Business Relationships‖
January 19, 2012  Pan Pacific Hotel
Vancouver

2. Marketing ―You‖ – Digital vs. Real
1. Your Brand = Your Success
2. Leveraging the Power of One
3. Fear of Success?

3. Social Media –Your Friend
• Creates new connections/enables
leveraging existing relationships
• Creates a level playing field – all can play
• Connect in real time
• State your opinion & viewpoint unhindered
• A game changer – new opportunities and
realities

4. Social Media - Your Foe
• Can become a barrier to genuine human
connection
• Can create an ―mask‖ behind which
people hide and make claims, assertions
and assume rights and privileges
• Enables personal ―Shadow Branding‖

5. People Lie More In Emails Than Face to Face
When getting to know new people, about 70% of people lie
about things ranging from their feelings to their
achievements... deception is higher over email than in face-
to-face meetings.
In a study of undergraduates' 15-minute conversations with
same-sex individuals, those using email had 5 times more
lies per word communicated than those speaking face to
face. Lying appears to be more common when the
communicator is psychologically and physically distant from
the person receiving the message.
- Mattitiyahu Zimbler and Robert S. Feldman of the University of Massachusetts.

6. Remember…
• Relationship are personal
• Trust is built over time
• ―Communication‖ is critical:
• Verbal
• Non – Verbal
• Personality
• Intuition

7. Defining Your Market Position + Brand
Competitive Pressure
HIGH LOW
IV
Strategic
III Partner
Preferred
II Supplier
Value Added
I Services
Commodity
Perception of You
SELLER SOLUTION
PROVIDER

8. Start with WHY
1. Know your “Why”
Do you have a compelling and
inspiring answer to the question:
―Why should I deal with you?‖ Most
people don’t!
2. What are you passionate about?
Work for free if you had to.
3. Play to your Strengths
Know what you are good at and
leverage it.

9. What is your Why?
WHY? (Your Vision)
• Purpose/Belief/Values
• Why do you what you do
HOW? (Your Mission)
• What differentiates you
• Your passion/commitment/standards
WHAT? (Your Values)
• Your knowledge, approach/philosophy, experience, successes,
• Your USP/UVP – (Unique Selling/Value Proposition)
– Adapted – Simon Sinek, Start With Why

10. Your ―Why‖ Determines Your Marketing Plan
• Brand Positioning
• Selling
• Advertising
• Public Relations
• Publicity
• Sales Promotion

11. The Value of Your Personal Brand
• What You Do Reveals Who You Are
– My brand represents…
– Compelling reason for dealing with me is…
– My values and principles are…
– Product strengths are…
– My value proposition is…

12. Be Real and Connect
Your Message Must
Connect With:
1 Head Logic
2 Heart Emotion
3 Gut Desire

13. Key Factors for Connecting With your Market
• Geography — Where are your customers?
• Demographics — Who are they?
• Psychographics — Their “soft”
characteristics: values, attitudes, interests
and lifestyle choices.
• Transactional — How do they like to do
business with you?

14. The Power of One
Positioning your brand to stand out!

15. Defining Your Market Position + Brand
Competitive Pressure
HIGH LOW
IV
Strategic
III Partner
Preferred
II Supplier
Value Added
I Services
Commodity
Perception of You
SELLER SOLUTION
PROVIDER

16. Your Brand – Competitive?

17. Your Brand – Distinct?

18. Your Brand – Breakthrough?

19. Brand Definition
• A brand is a name, sign, symbol, slogan or
anything that is used to identify and distinguish a
specific product, service, or business. A legally
protected brand name is called a proprietary
name. – Source: Wikipedia

20. Perception – Real or Deceived?
"The first rule of sales
and marketing is not
"You are who you
are."
It is "You are who you
appear to be.“
Harry Beckwith, You Inc.

21. What does your brand communicate?

22. Your ―Virtual‖ Brand
• YouTube
• Facebook
• Twitter
• LinkedIn
• Blogs

23. Your ―Real‖ Brand
• Is your brand:
– Strong
– Neutral
– Weak
– Don’t
know?

24. Personal Branding
• Personal branding is more than self-promotion.
To build a successful personal brand you must
be self-aware and honest with yourself.
• Define what you stand for and can offer in order
to clearly communicate your value.

25. Personal Branding
Conduct a self assessment to identify who and
what you are. Determine what your strongest
attributes and qualities are. Character is a critical
component in becoming a brand that can be
trusted and highly valued.

26. Brand Expectations
"A great brand raises the bar - it adds a greater sense of
purpose to the experience, whether it's the challenge to
do your best in sports and fitness, or the affirmation that
the cup of coffee you're drinking really matters.―
- Howard Schultz (President, CEO, and Chairman of Starbucks)

27. Play To Your Strengths
 Strengths Finder 2.0
 Most people compensate for weaknesses
 Few people leverage their strengths
 Consistently perform with excellence
 Respond instinctively
 Naturally think, feel and behave
 Make it look ―easy‖

28. Play To Your Strengths

29. Make Your Move!!

30. Key Factors to Differentiate Yourself
1. Your Attitude
2. Your Perception
3. Your Knowledge
4. Your Motivation
5. Your Commitment

31. What are your FAB’s?
Features: Characteristics, attributes and abilities.
Advantages: Advantage of your features.
Benefits: Benefits of your features & advantages.
• What are your "product's" greatest assets?
• What am I willing to talk to anyone about?
• What areas require improvement?
• What should be dropped?
• What am I ignoring?
• What am I afraid of?

34. Exercise: You as a Cereal Box

35. Do you have the ―Fear of Success‖?
You’ve reached your
goal, do you have the
gumption to maintain it or
do you sabotage your own
success?

36. Defining Your Market Position + Brand
Competitive Pressure
HIGH LOW
IV
Strategic
III Partner
Preferred
II Supplier
Value Added
I Services
Commodity
Perception of You
SELLER SOLUTION
PROVIDER

37. Not As Advertised??

38. "Prospects do
not buy how
good you are at
what you do.
They buy how
good you are at
who you are."
- Harry Beckwith

39. The Largest Limiting Factor: FEAR
"Think of yourself on the threshold of unparalleled
success. A whole, clear, glorious life lies before
you. Achieve! Achieve!“
- Andrew Carnegie

40. Fear: What is it?
Fear is something that each of us deals with on a
daily basis. We all have fears that relate to our
family, our health, our job, our future and every
area of our life. We must overcome these fears, or
at the very least not let them hinder our ability to
realize our full potential.

41. FEAR
False
Expectations
Appearing
Real
90% of all the things we fear will not happen to us
and the remaining 10% are beyond our control.
Susan Jeffers - Feel the Fear and Do It Anyway

42. Fear: What is it?
• When you let fear and the accompanying stress
control your thinking, you become afraid of trying
something new or taking risks. Many people
sabotage their own success because of perceived
weaknesses or inabilities.
• When we are worried or afraid of a situation or
event, we concentrate on the problem or weakness
to the point where we are unable to look for
solutions or options.

43. Overcoming FEAR

44. Brand Building Barriers
FEAR of:
– Failure
– Success

45. Defining Your Market Position + Brand
Competitive Pressure
HIGH LOW
IV
Strategic
III Partner
Preferred
II Supplier
Value Added
I Services
Commodity
Perception of You
SELLER SOLUTION
PROVIDER

46. Your Brand:
What’s next??

47. visit mykison.com

49. Contact Ralph
Kison Inc.
Airport Executive Park, Suite 35, 10551 Shellbridge Way
Richmond, British Columbia Canada V6X 2W9
t: 604.284.5133  e: ralph@kison.com
On the web: www.kison.com  www.mykison.com