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Branding

Branding. AMA definition: Name, term, symbol, sign or design that identifies a product and service of one seller and differentiates those products and services from another seller Promise of value Reflects core competency of product. Positioning & Branding.

jeffreywatson
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Branding

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  1. Branding • AMA definition: • Name, term, symbol, sign or design that identifies a product and service of one seller and differentiates those products and services from another seller • Promise of value • Reflects core competency of product

  2. Positioning & Branding

  3. Cultivating a Personal BrandThe Art and Science of Invention and Re-Invention • Who Am I professionally? • Where Do I Want To Be? • How do I design and utilize a personal branding strategy? • Is there a systematic approach that can be used?

  4. Differentiation • To start thinking like your own brand manager, ask yourself the same question the brand managers at Nike, Coke, or Pepsi, ask themselves: What is it that my product or service does that makes it different? • Give yourself a 15-words-or-less challenge. Take the time to write down your answer.

  5. Attention-Getting • If your answer wouldn't light up the eyes of a prospective client or -- worst of all -- if it doesn't grab you, then you've got a problem. • Push/pull strategies • It's time to give some serious thought and effort to imagining and developing yourself as a brand.

  6. Feature/Benefit • So what is the "feature-benefit model" that your Brand offers? • Do you deliver your work on time, every time? • Do your internal or external customers get dependable, reliable service that meets its strategic needs.? • Do you anticipate and solve problems before they become crises?

  7. Value • Forget your job title. Don’t confuse responsibilities with achievements • Ask yourself: • What do I do that addsremarkable, measurable, distinguished, distinctive value? • Why would people want to work with me? • What do I want to be known for?

  8. Leverage Your Points of Difference • Make a list of things about yourself that might surprise people • List your professional skills • Now – mix and match your lists • What is memorable? • Which are most interesting?

  9. Building A Convincing Brand Narrative • Make the connections between past and present obvious to others • Find hidden, underlying themes that connect your professional experience • Build a storybased on growth and achievements • Apply ‘lessons’ of experience to future performance • Believe in yourself

  10. Defining Statement“Elevator Speech” • You'll need a defining statement. It states what you do, your value and what makes you different. "I assist government IT managers in getting their software development projects completed on time and under budget."

  11. Brand Building Blocks • For the most part, it is not the single Big Event that defines you, but the patterns that you establish, brick by brick, over time. • You are always on display. When it comes to your brand, there is no such thing as a transaction that doesn’t count.

  12. Test Drive Your BrandGo The ‘Extra Mile’ • Sign up for an extra project inside your organization, just to introduce yourself to new colleagues and showcase your skills -- or work on new ones. • Take on a freelance project that gets you in touch with a totally novel group of people • Do the jobs, take the risks that other people avoid!

  13. Test Drive Your BrandTeaching • Try teaching a class at a community college, in an adult education program, or in your own company. • You get credit for being an expert • you increase your standing as a professional • you increase the likelihood that people will come back to you with more requests and more opportunities to stand out from the crowd.

  14. Test Drive Your BrandWriting • If you're a better writer than you are a teacher, try contributing a column or an opinion piece to your local newspaper. • Community newspapers, professional newsletters, even inhouse company publications have white space they need to fill. • Once you get started, you've got a track record -- and clips that you can use to snatch more chances

  15. Test Drive Your BrandJoin A Corporate Board • Expand your network • Gain more visibility • Potential coaches or mentors • Amplify skillset and experience • Research an industry/market

  16. Test Drive Your BrandVolunteering • Non-profit organization • Church group • Sports organizations • Mentoring and coaching • Internship • Nonpaid consulting for small business

  17. Self-Branding - Power • It's influence power. • It's being known for making the most significant contribution in your particular area. • It's reputational power. • If you were a scholar, you'd measure it by the number of times your publications get cited by other people. • If you were a consultant, you'd measure it by the number of CEOs who've got your business card in their Rolodexes

  18. Branding Power • Power is largely a matter of perception. • If you want people to see you as a powerful brand, act like a credible leader. • When you're thinking like brand You, you don't need org-chart authority to be a leader.

  19. Your New Resume • You don't have an old-fashioned résumé anymore! • You've got a marketing brochure for your brand • Instead of a static list of titles held and positions occupied, your marketing brochure brings to life • skills you've mastered • the projects you've delivered • And like any good marketing brochure, yours needs constant updating to reflect the growth -- breadth and depth -- of brand You.

  20. Lattice Careers • What's the future of You? • It's over. No more vertical. No more ladder. That's not the way careers work anymore. Linearity is out. A career is now a checkerboard. Or even a maze. • It's full of moves that go sideways, forward, slide on the diagonal, even go backward when that makes sense. (It often does.) • A career is a portfolio of projects that teach you new skills, gain you new expertise, develop new capabilities, grow your colleague set, and constantly reinvent you as a brand.

  21. Branding for ReinventionReady for something different? • Instead of making yourself a slave to the concept of a career ladder, reinvent yourself on a semiregular basis. • Take some time off to re-think and re-group • Start by writing your own mission statement, • What turns you on? • Learning something new? • Gaining recognition for your skills? • Shepherding new ideas from concept to market? • What's your personal definition of success? • Money? Power? Fame? Or doing what you love? • Has your career definition of success changed over time?

  22. Five Steps To Build Your Personal Brand • Determine the results you want to achieve • Decide what you wish to be known for • Define your identity • Construct you brand statement and test it • Can I live this brand? • Does my brand create value? • Make you brand identity real

  23. Personal Branding - Bibliography • The Brand You 50 (Reinventing Work): Fifty Ways to Transform Yourself from an “employee” into a Brand that shouts distinction, commitment, and passion – Tom Peters

  24. Personal Branding - Bibliography • Reinventing You: Define Your Brand Imagine Your Future by Dorie Clark (2013) • Re-Invention and Transition • Build Your Narrative • Test Your New Career Path • Leverage Your Points of Difference

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