Presentation on the rise of Personal Branding and the impact on individuals and companies. Includes 10 steps to start building your brand, influence and impact.
Just Imagine It’s Monday Morning You arrive at 6:30am to get a good start on your day. You are planning your day and feeling pretty solid. Saying, I own this day 8am and a few coworkers stroll in – brief pleasantries exchanged 8:15am email from CEO comes across stating the company has decided to layoff 6.5% of workforce You assume, obviously the folks who are getting let go would have been told before said email came across 8:30 Your boss shows up with a weird look on his face You know- his eyes are wateringWhat’s the first thing you do in that situation?
How many of you Google’d the speakers tonight before coming. How about Googling customers/consultants before the first meetingWe all do itInteresting stat: 3 Years ago there were only 2 Billion searches a day, today 60 BillionReplacing sales people
Personal branding existing before social media. It was called reputation, character, credibility, etcThe reach was smaller Office, customers, suppliers, church, trade associations, events
Branding: Use of a name, symbol (nike), Term (“Fedex it”) or design (absolut) that identifies a productBrand Equity: Most valuable component of a product or service Communicates a variety of information and reduces risk to the consumer Key differentiator in categories where products are otherwise commodities such as Dole PinapplesBrand Equity Valuable in 3 Ways: Memory- the consumer remembers the brand, the brand name itself provides information ot the consumer beyond what appears on the labelEvaluation – branded items reduce shoppers time and effort to choose a product; brand information builds trust, therefore improving the consumers’ impressions and evaluation of the productExtensions – strong brand equity makes it easier to launch new products by leveraging the equity of the old ones (extension may however dilute/damage core brand)5 Levels of Brand Familiarity:Brand Insistence – goal for targeted marketing campaigns, consumers will search for the termBrand Preference – consumers usually choose the brand over other productsBrand Recognition – customers remember the brandBrand Non-Recognition – consumers don’t recognize the brand at allBrand Rejection – consumers won’t buy the brand unless the image is changed
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