PDAC2013 communications course

Building your BrandSteve Virtue M.A.Senior Director, Public Affairs & CommunicationsPDAC@stevevirtue

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A BIT ABOUT YOU?

EXECUTIVES 31%

PRACTITIONERS 22%COMMUNICATORS 27%

NO CLUE 20%20% also had multiple responsibilities noted in the job title

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Why are you here?

What do you want to know?

What do you have to contribute?

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TODAY, YOU’RE GOING TO GO INTO SOME PRETTY INTENSE

DETAIL ABOUTMEDIA RELATIONS

COMMUNITY ENGAGEMENTISSUES & CRISIS MANAGEMENT

DIGITAL STRATEGY

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PROJECT

DATE PRESENTATIONMARCH 2, 2013 #PDAC2013

THE NEXT 30 MINUTESWHAT IS A BRAND?

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BRAND?What’s a

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CONFUSING?

(photo: theadventuresofavalair.blogspot.ca

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BRAND IS WHAT THEY SAY ABOUT YOU...

WHEN YOU’RE NOT IN THE ROOM

(photo: theadventuresofavalair.blogspot.ca

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So what is a brand?Your website

• marketing strategy • Your employees• your products• logo

• What you say it is

Monday, 11 March, 13

So what is a brand?Your website

• marketing strategy • Your employees• your products• logo

• What you say it is

• your brand narrative

• iterative process• reputation• relationships• actions• your differentiator

• What They says it is

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No, really. What’s a brand?A cornerstone is the first stone set in the construction of a solid structure.

Your operational plan guides business decisions about products and services and develops goals and expectations.

Your brand is the cornerstone for communications. Your brand strategy is the blueprint of your stakeholder experience and will frame all conversations about you.

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Branding, Big vs. Small

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$27.6B

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Where does your Brand come from?

Mission/Vision/Values

Strategic & Operational Plans Brand Strategy

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Where does your Brand come from?

Who/What

How/When Why

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WHY = MOTIVATION (BRAND)

WHAT = PRODUCT

HOW = PROCESS

STARTWITHWHY.COM

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BRAND

INVESTOR RELATIONS

COMMUNITYRELATIONS

MEDIA RELATIONS

SOCIAL MEDIACORPORATE

COMMUNICATIONS

WEB PRESENCE

EMPLOYEE ENGAGEMENT

WHY ARE WE TALKING ABOUT BRANDING?

GOVERNMENT RELATIONS

Monday, 11 March, 13

BRAND

INVESTOR RELATIONS

COMMUNITYRELATIONS

MEDIA RELATIONS

SOCIAL MEDIACORPORATE

COMMUNICATIONS

WEB PRESENCE

EMPLOYEE ENGAGEMENT

WHY ARE WE TALKING ABOUT BRANDING?

GOVERNMENT RELATIONS

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Why is your

wife the smartest marketer

you know?

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It’s not what you say,

its what you do.

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Actions speak louder than

words

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Your brand should tell a story...

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It’s a cost centre that I can’t afford. How is a brand going to help my bottom line?Branding is a waste of my time.

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BRAND

INVESTOR RELATIONS

COMMUNITYRELATIONS

MEDIA RELATIONS

SOCIAL MEDIACORPORATE

COMMUNICATIONS

WEB PRESENCE

EMPLOYEE ENGAGEMENT

HOW MANY STORIES ARE YOU TELLING?

GOVERNMENT RELATIONS

Monday, 11 March, 13

BRAND

INVESTOR RELATIONS

COMMUNITYRELATIONS

MEDIA RELATIONS

SOCIAL MEDIACORPORATE

COMMUNICATIONS

WEB PRESENCE

EMPLOYEE ENGAGEMENT

HOW MANY STORIES ARE YOU TELLING?

GOVERNMENT RELATIONS

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Be Social

55% of Twitter users are 35 or older.

63% of Pinterest users are 35 or older.

65% of Facebook users are 35 or older.

79% of LinkedIn users are 35 or older.

royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/

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Integrated brand communications, win.

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a penny earned.

A penny saved is

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What does it cost to fix your brand?

estimates suggest that small and medium-size businesses spent about $1.6 billion managing their online reputations in 2011. It expects the figure to grow to more than $5 billion by 2015

Read the fine print

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53% of American adults use search engines to look for information about each other

Number one source (78%) of trust in brand reliability comes from recommendations of other consumers

2010 study 70% of companies have rejected candidates based on the candidate's online reputation, but only 7%of Americans believe it affects their job search

87% of consumers look at a CEO’s reputation when judging the reputation of the company

Does brand really matter?

pewinternet.org switched.com, www.gilpinesd.com www.webershandwick.com

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The merger of personal & professional brands

Personal Brand

Professional Brand

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Personal Brand

What do you think?

Professional Brand

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You’re brand matters...

PRICELESS...?

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Nothing you say will fix you’re brand. Nothing.

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No, really. Im serious.

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It’s what you do that will fix you’re brand. Period.

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@[email protected]

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