branding➡The word brand began simply as a way to tell one
person's cattle from another by means of a hot iron stamp.
➡Brand Promise‣ The vision of what you must be and do for your marketplace
➡Brand Identity ‣ the marketplace’s actual experience v. the promise
➡Brand Recognition ‣ The degree to which you are known in your marketplace.
➡Brand Equity ‣ Brand Identity * Brand Recognition (Net Demand)
Thursday, July 15, 2010
my definition
A brand is an identifiable entity that makes delivers specific promises of value.
Thursday, July 15, 2010
supply & demand➡know your audience | demand
‣ their need
➡know yourself | supply ‣ your unique skill set & value proposition ‣ your passion ‣ your commitment
Thursday, July 15, 2010
the good news
the demand for something to believe in is infinite
the supply of mediocrity is also infinite
Thursday, July 15, 2010
me v. we ➡me
‣ what’s my job?‣ how am I doing? ‣ who is noticing me?‣ what about work/life balance?
➡we‣ where are we going? ‣ what do we need? ‣ how can I help? ‣ how can we move the needle?
Thursday, July 15, 2010
identity
when the actual experience is = or > promise
you know your have a good brand identity when you have an increasing demand for
the supply of your skills
Thursday, July 15, 2010
participate➡Actively contributes for the betterment of their audience,
their peers, their industry, & themselves
➡advocate‣ for the greater good
➡share‣ best practices, advice, knowledge‣ mentor, linkedin, communities, forums,
➡contribute‣ write, speak, create, lead‣ associations, blogs, books, articles, podcasts, videos,
whitepapers
Thursday, July 15, 2010
Give!➡actively supports issues greater than
themselves
➡while the standard mantra is:‣ time - talent - treasure
➡The bigger opportunity is:‣ How can you your unique skill set to
efficiently deliver a significant & meaningful impact
Thursday, July 15, 2010
strong personal brands
happen when you begin to gain brand equity
your brand promise is bothtrusted & recognized
Thursday, July 15, 2010
Mark Krupinski➡differentiated
➡delivers
➡ interesting
➡consistent
➡participates
➡gives
➡ trust
Thursday, July 15, 2010
Ted Murphy➡differentiated
➡delivers
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
Gary Vaynerchuck➡differentiated
➡delivers
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
Sarah Evans➡differentiated
➡delivers
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
Sarah Evans➡2010 Vanity Fair Tweetheart
➡One of Entreprenuer Magazine’s hottest startups of the year
Thursday, July 15, 2010
Chris Brogan➡Chris had over 16 years of
telecommunications experience in wireless and landline technologies, including enterprise software and hardware experience, project management expertise, and applications/solutions engineering experience, as well.
Thursday, July 15, 2010
Chris Brogan➡differentiated
➡delivers
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
Meg Crofton➡ A 29-year Disney veteran, Meg is widely
known and respected for her outstanding leadership and passion for a world-class Guest and Cast experience.
➡ Meg has held a wide range of executive leadership roles at Disney in Human Resources, Hotel Operations and Convention Sales. She led an international task force responsible for opening six resort hotels at Disneyland Resort Paris in 1992.
➡ Meg has been active in the Central Florida community for many years. She is currently chair of the Metro Orlando Economic Development Commission, and serves on the boards of Orlando Health and the Central Florida Regional Commission on Homelessness.
Thursday, July 15, 2010
Meg Crofton➡differentiated
➡delivers
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
Peter Shankman | HARO➡Help A Reporter Out, the largest
free source repository for journalists anywhere in the world, where anyone can sign up to be a source on any topic and get quoted in major media
Thursday, July 15, 2010
Peter Shankman | HARO➡differentiated
➡delivered
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
Martha Stewart➡2002 Time Person of the year
➡On June 4, 2003, Stewart was indicted by the government on nine-counts including charges of securities fraud and obstruction of justice.
➡Today, Martha Stewart and Martha Stewart Omnimedia continues to thrive.
Thursday, July 15, 2010
Martha Stewart➡differentiated
➡delivers
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
Tiger➡differentiated
➡delivered
➡ interesting
➡particpates
➡consistent
➡gives
➡ trust
Thursday, July 15, 2010
own your name➡domains
➡ twitter profile
➡youtube
➡and other popular & emerging tools
Thursday, July 15, 2010
me, inc.➡Think of personal brand like a business
➡Diversify your marketing like a business would
➡ Invest in yourself if you want to succeed‣ Personal time‣ Personal money
Thursday, July 15, 2010
great personal brands
you amplify your brand equity on purpose - it’s scalable
your recognized and trusted brand is amplified by design and hits critical mass
Thursday, July 15, 2010
take aways➡what are you passionate about that people need?
‣ what marketplace can you own? ‣ do you have the ability or can be readily acquired?‣ are you willing to commit? ‣ is there a sufficient marketplace for it?
➡design your brand promise‣ what will make you uniquely different?‣ what can you deliver that is in need? ‣ are you willing to be “we” focused?‣ can you do this consistently over time?
Thursday, July 15, 2010
take aways➡build brand recognition
‣ how can you participate in your marketplace for the greater good of that marketplace?
‣ how can you give back in a way that makes a real difference?
‣ Can you do these authentically - because you want to - even if no one is watching?
➡own your brand‣ secure your name or persona - that’s easy and cheap ‣ develop a consistent brand architecture ‣ use a professional photographer ‣ use a professional designer ‣ keep a consistent voice and identity ‣ consider your personal brand a version of me, inc.
Thursday, July 15, 2010