Strategic Personal Branding Get The EdgeinThe Experience Economy by, Joseph Heller
OBJECTIVES Create Awareness On Personal Branding Take Home Ideas You Can Implement
The Foundation OfPersonal Branding • P + A + B = R • Perception + Attitude + Behavior = Reality • M + M + M2 = R • Message + Media + Market2 = Results
Personal Brands The Next Revolution! (manufacturing revolution)
Personal Brand Power Now More than Ever A Brand Equates Greater ROI/ROE Visibility, Profits, Impact
Personal Brands Personal Brands sit at the VERY Pinnacle of Relationships. If done right; once established it is “virtually” impossible for any person to Break the Emotional Dialog, your Brand is communicating between You and Your Target Market. – Joseph Heller
Get The Edge! What Words, Phrases, Emotions Do You Own?
Be An Orange! Stand Out In The Barrel Of Apples Be An Sunkist Orange
Personal Branding vs. Personal Development
Competency Curve Rise From The “Sea of Sameness” (vague vs. specialized)
Trusted Advisor (the center of influence)
The Big Lie! We’ve Been Taught That Information is Power! Information is NOT Power…
“Its not what you are that counts, but what people think you are.”-- Joseph Kennedy
The Reality Its NOT That You Have To Think Like A CEO; Its That you HAVE To Be Perceived As A CEO (Jack Welch to Hugh Heffner)
Ideal CEO Jack Welch Anita Rodick Steve Case Herb Kelleher Lee Iacocca Howard Schultz
Ideal Sports Figure Michael Jordan ($200) Arnold Palmer Tiger Woods Hakeem Olajuwon ($45)
Ideal Positions • Tony Robbins - Stage • Tom Hopkins - Stage • Mark Victor Hansen - Stage • William E Bailey - Stage + Mentor • (co-branded)
Image Is What They See, A Brand Is What They Think & Feel, It Conveys Ownership!(attract / repel)
3 Definitions Of A Brand Marketing Investor Personal
Marketing A represents a promise, an internalized sum of all impressions received by clients, resulting in a distinctive position in their mind’s eye, based on perceived benefits that conveys a trust through the brand’s personality, an intrinsic value to the customer. The brand equals the communication, equals the message, equals the promise conveyed.
Investor A Brand is an identifying symbol, words, or mark that distinguishes a product or company from its competitors. It is an intangible asset, a promise to a market which provides a competitive advantage. Appears as goodwill on the balance sheet of the acquirer in the amount by which the purchase price exceeds the net tangible assets of the acquired company’s brand.
Personal Brand? The unfair advantage every individual has by capturing the value of our Personal Characteristics, Attributes and Life Experiences in a package that we effectively communicate to our audience, leveraging the specific ‘use value’ that comes from our Unique TalentTM. (intrinsic genius)
What Does a Brand Represent? • Positive Expectation (benefits) • Promise to your Market • Preferred (privileged) Position • Owns Equity of the Mind • Highest Level of TRUST • Unique (cannot be copied)
Attributes of Personal Brand • Genius Quality• Unique Ability/Talent • Experiences (glue)• Ancestral or Heritage • Personality or Style• Philosophy or Beliefs • Integrity & Ethics
"Experience is knowledge, everything else is information"-- Albert Einstein
Experiences Equate Credibility
Unique Experiences • Specialized Knowledge Creates a • Higher Use Value • (specialist vs. generalist) • Ownership, YOU are the • Undisputed Authority
Certain Things Building A Personal Brand is NOT about doing Certain Things; It's about doing Certain Things in a certain way… [Communicating Certain Things In A Certain Way To Certain People]
Story Telling The vast majority of great leaders in history have been great Story Tellers Source: Toastmasters International
Metaphorical Story “A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep, a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.” Scott Bedbury, Creator of Nike & Starbucks
The Brand Dialog What Does Your External Dialog Say To Your World? Example: Martin Luther King
Richard Branson, Virgin “The idea that business is just a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms.”
Ralph Lipschitz What NYSE Company Bears His Name?
Co/In-Direct Branding • Oprah Winfrey – Dr. Phil • Harrison Ford – Hats • George Clooney – …
Historical Brands • Davy Crockett, Frontiersman • Thomas Jefferson, Architect of the Declaration • Benjamin Franklin, Statesman and Scientist • George Washington, Father of our Country • Mark Twain, Originator of American Wit • Albert Einstein, Original Thinker
The (Psychological) Ideal 1. A Brand is Unique; It Cannot be Copied • A process can be copied; once copied it becomes a commodity • Commodity Sales, Marketing, Advertising 2. A Brand like Matter, cannot occupy the same space in a persons mind! 3. Conscious & Subconscious Dialog
Wheaties The Breakfast Of Champions Vs. Special K
One Word Branding is Summed-up as TRUST
Reasons Why • Trust Person • Respect Person • Respect Company • Product Benefits • Product Price • + 11. Like-ability
Managing Your Brand Your Personal Communication & Positioning
Brand Promise Defines the intended reason [mind-share] and emotional benefits [heart-share] from the brand consumer's point of view, capturing their imagination.
Questions To Answer 1) What emotions will your brand touch? 2) What expectations will your brand create? 3) What experiences will your brand provide? The sum of these questions equals a position in the mind called brand ownership. You gain preferred status in their mind and become the choice!
Jerry Garcia, Ben & Jerry’s “You do not merely want to be the best of the best. You want to be considered the only one who does what you do.”
Brand Identity (the package) Seeks to articulate one key idea again and again: whatever you do, be sure to communicate your brand consistently, every time.
Connection With Market Personal Brands help YOU make a real connection with your market so that you earn their business again, again and again.
Personal Brands Establish Authenticity Communicate Value with Clarity to your Brand’s Consumers