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1. Branding Martin_6
FILE: Branding Martin_6.pptx
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2. CONTENT
1. Manny Rivera: Creating Your Own Brand– ref
JSC (North)/ 08-24-2011
2. Branding Martin – WIP
3. Conclusions
4. Follow-up Actions
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3. Manny Rivera: Creating Your Own Brand– ref JSC (North)/ 08-24-
2011 Own
Brand
Brand
What 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. 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 its
Brand 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. Brand Components/2
One of the primary ways we make sense of our world
and our place in it, is through stories. The same is true
of brands. Brands are the stories that unite us all in a
common purpose within an enterprise, and connect us
with the people we serve on the outside. These brand
stories give meaning to who we are and what we do.
They’re a special kind of story—they’re strategic; they 1. Brand
build on themselves chapter by chapter, over time; they Personality
grow as they respond to changing customers and
changing markets.
Brand stories are what drive our critical interactions
with our customers and stakeholders. To use a
common marketing formula, they are what propel
Awareness, Consideration, Trial and Buying. They are
also what ensure the repetition of this process—the 5. Brand 2. Brand
virtuous cycle that produces growth and profitability Promise
Story
Ultimately, it is your brand story that helps you answer
that most fundamental of all questions: “Why?” Why do
Brand
you decide to make one decision and not another? Why
do your customers need you? Why is it that you’re
better able to meet their needs than anyone else? Why
Outline
does your logo look this way? Why do your press
releases read the way they do? And most importantly
to marketers and managers alike: Why would someone
make that critical decision to use your products and
services 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. Brand Components Template
ESSENCE
PERSONALITY
BENEFITS
ATTRIBUTES
SKILL /
FUNCTIONALITY
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7. Brand Components/3
1. Brand
Personality
5. Brand 2. Brand
Story Promise
4. Brand 3. Brand
Associations Position
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8. SKILL / FUNCTIONALITY
*Must include degree of Skill / Functionality
*REQUIRED *REQUIRED *REQUIRED *MYSKILL /
SKILL / SKILL / SKILL / FUNCTIONALITY
FUNCTIONALITY: FUNCTIONALITY: FUNCTIONALITY: INVENTORY
IT PROFESSIONAL SC PROFESSIONAL BUSINESS LEADER
17 yrs / SAP APO / PP 25+ yrs / SCM / Manu. IT& Business Experience
17 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. / OCM
Team Leader / Facilitator Integrator / Innovator Problem Solver
Functional / 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. 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. 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
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• Target Need state? •Describe you / role •Describe what you are about ( Adject./ Adject. / Noun)

11. My Brand Components
Template Top Three Top Three Top Three
1st 2nd 3rd
ESSENCE
PERSONALITY
BENEFITS
ATTRIBUTES
SKILL /
FUNCTIONALITY
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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
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13. Brand Positioning
• Brand positioning is the way your brand is PERCEIVED by
an employer. Ideally, it is a function of your brand’s
promise and how you compare to other candidates that
your potential new employer finds important.
• Relevant differentiation is the MOST important aspect of
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 Essence
4. 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)
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14. Brand Positioning Check List
1. 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?
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15. My Brand Components/2
1. Brand
Personality
5. Brand 2. Brand
Story Promise
4. Brand 3. Brand
Associations Position
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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.
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17. My Brand Components/3
PAR’s –
tailored to
audience /
role
1. Brand
Personality
5. Brand 2. Brand
Story Promise
Industry /
Company
experience
4. Brand 3. Brand
Associations Position
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18. EXAMPLE: Police Officer - My Brand Components
Template 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
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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 Essence
4. 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’
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20. EXAMPLE: Police Officer - My Brand Components
Template >use in
Top Three Top Three Top Three
Brand Positioning 1st 2nd 3rd
Statement
Knowledgeable Respectful Educated
ESSENCE
‘……..a respected
community leader Leadership Dependable Approachable
PERSONALITY
with advanced
degree in criminal Criminal Justice Community
Law
Enforcement
justice specializing education connections
knowledge
BENEFITS
in conflict
resolution and Self defense
Criminal Justice
Weapons
ATTRIBUTES
expert handling
weapons training’
Advanced SKILL /
Conflict
Physical Degree in Law FUNCTIONALITY
resolution
enforcement
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21. REFERENCES
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22. Martin Schyns- Resume v18 – Wordle.net / 1
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23. Martin Schyns- Resume v18 – Wordle.net / 2
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24. Martin Schyns- Resume v18 – Wordle.net / 3
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25. Martin Schyns- Resume v18 – Wordle.net / 4
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26. Martin Schyns- Resume v18 – Wordle.net / 5
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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
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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
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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
SEE
THE PROBLEM
Good Foresight
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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
SEE
THE PROBLEM
Poor Foresight
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31. Why does ‘Foresight’ get compromised?
Depends on the nature of the challenge:
A. Cross Function / Division Collaboration /All companies
B. Business Planning and Development / Manufacturers / Automotive
C. Staff shortages / Staff skills- capabilities / Work load / Most CPG
companies & Retailers
D. Partner Network Management / Boeing / Commercial Aerospace
ALL THESE BECOME MORE ACUTE WITH:
LOW MKT. GROWTH /
ECONOMIC INSTABILITY
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32. Themes for Logo
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33. Themes for Logo / Brand
VISION
PARTNERSHIP
ROAD MAP
PROJECTS
REWARD
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34. Resume v20 inc Addendum /
Wordle.net/1
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35. Resume v20 inc Addendum /
Wordle.net/2
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36. Resume v20 inc Addendum /
Wordle.net/3
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37. 37
Developed on Wordle.net from Resume June 2012

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
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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. 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. The onion that is……. Martin
ROLE: 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
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42. Business Card Design – Proposal 1
BUSINESS PROJECT DEVELOPER –
experienced Consulting and
Martin J. Schyns Operations practitioner / leader –
Business Project Developer effecting timely, integrated, risk
Business 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. 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. Business
Project
Management.
S.C.M. I.T.
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