3. “People will forget what you said. People will forget what you did, but people will never forget how you made them feel. ~Maya Angelou
4. NAWIC| The definition of a brand A brandis the sum of the all the perceptions and emotions about a product, or service that live inside a customer’s mind.
7. NAWIC| This is a brand! Photo Credit: ant.sillydog.org/blog/pic/cult_of_mac_400x503.jpg Photo Credit: farm2.static.flickr.com/1093/653566351_2ce5d0.
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9. A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer.
12. NAWIC| Brands are valuable business assets The Good News… A brand can be a business person’s best friend The Bad News…. Or Not The reality…. you have one (like it or not)
13. NAWIC| Who owns the brand? You DON’T own your brand Your Customers Do! Without their perceptions and emotions in their heads, all you have is a product or service.
19. Word of MouthThe brand influences the perceptions and emotions that cause people to “like and trust” you
20. NAWIC| Branson on Branding The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers but I think I’ve done a reasonable job with feelings. And, I’m convinced it is feelings and feelings alone that account for the success of the Virgin brand in all of it myriad forms.” Richard Branson
21. NAWIC| Personal Brand Definition The perceptions and emotions maintained by someone else other than you describing the total experience of having a relationship with YOU!
23. NAWIC| Your role as Marketing Officer of Brand YOU To steer, shepherd, direct and inspire these perceptions and emotions so that they align with your vision for your brand andyour goals for your career.
24. NAWIC| Tom Peters on Personal Brands “The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark. “ ~Tom Peters
40. NAWIC| And includes listening to how others experience you How do others experience you? What do people compliment you on? What about you makes people stop, watch and say WOW? Photo Credit: farm2.static.flickr.com/1213/1389750548_4c24c...
41. NAWIC| And identifying who needs what you sell What is important to your target audience? What keeps them up at night? How can do you deliver a unique solution to them? Photo Credit: www.andreasbard.com/goals2007.jpg
42. NAWIC| What are your brand attributes? Persistent Detail Oriented Organized Reliable Prolific Adaptable Driven Facilitator Methodical Creative Punctual Easy Going Diligent Helpful Self Starter Energetic Hilarious Adaptable Results Driven Trustworthy Organized Thoughtful Consistent Likeable Continuous Learner Strategic Motivated Efficient Quick Study Genuine Innovative Dynamic Choose ones that are authentic for you and relevant to your goals and audience
45. Your differentiationMake sure it is short, simple, easy to memorize and understand A Good Brand Promise provides focus for decision making and helps you prioritize work and marketing activities Photo credit: 3.bp.blogspot.com/_WDdUbuPoIjI/SldWLxw-gvI/AA
46. NAWIC| Value Communication begins with a plan Choose communication vehicles to reach your target audience AND play to your strengths Use your brand attributes to develop key messages that communicate your unique value proposition Develop a timeline to implement that supports constancy in your communications Brand Communications Wheel Bio & Resume Public Speaking Bio & Resume Public Speaking Social Media Volunteer Social Media Networking Articles Articles Networking Photo Credit: www.fuzzone.com/blog/wp-content/uploads/2009/...
47. NAWIC| Consistently walking your talk is key to Value Delivery Design processes and implement habits that align with your brand attributes Use your brand promise as a decision making tool for your work, time-management, marketing, etc. Get regular feedback to document your value delivery Social Media Photo Credit: MarzanaMax - Flickr
48. NAWIC| Use these brand principles to tie it together Take the time to bring clarity in what sets you apart Consistently deliver predictable value Be constantly visible to your target audience Social Media Photo Credit: MarzanaMax - Flickr
49. NAWIC | Search has changed People are searching for YOU!
50. NAWIC| Did you know? In 2006, there were 2.7 billion Google searches per month. Today that number is 31 billion per month
51. NAWIC| If Facebook were a country With 300+ Million Profiles is as large as the U.S.!
85. “A brand WORKS when the stories you tell about yourself are the same stories others tell about you What stories are people telling about you? “ ~Alicia Falcone NAWIC | Thank You Linkedin.com/in/AliciaFalcone Twitter.com/AliciaFalcone Alicia@thebrandatwork.com www.thebrandatwork.com Today’s Presentation is available on www.slideshare.net/aliciafalcone
86. BrandWORKS is a marketing coaching, training and strategic implementation company. We work with clients to help them acquire targeted customers through the effective marketing of their business. We also train and educate companies and individuals on how to use social networking and social media in their business development and marketing efforts. Visit www.thebrandatwork.com for more information
