YZE UP CREATING A PERSONAL BRAND. Judith Mugeni, Strategic Thinker

Transcription

1 YZE UP CREATING A PERSONAL BRAND Judith Mugeni, Strategic Thinker

2 STARTING THOUGHT BEHIND EVERY SUCCESSFUL BUSINESS IS AN EFFECTIVE BRAND. AND EVERY EFFECTIVE BRAND IS BUILT UPON THE FOUNDATION OF A STRONG BRAND VISION Source : h6ps://roundhouse.cc/us/the-3-key-components-of-your-brand-vision-and-how-to-crab-your-brand-vision-for-success Strictly Private and Confiden2al

3 3 KEY TAKEOUTS 1. Because you are a brand, you need to define your self, so you can communicate your uniqueness 2. Because you are a brand, you need to differentiate yourself from your competitors in the market place 3. Because you are a brand, you need to stay stay relevant, reinvent Strictly Private and Confiden2al

4 WHAT IS A BRAND? Whaaat?

5 1 April 1976, Cuper2no, California, United States 4 September 1998, Menlo Park, California, United States Whaaat? 4 April 1975, Albuquerque, New Mexico, United States 29 January 1892, Georgia, United States WHAT IS A BRAND?

6 3 KEY TAKEOUTS 1. Because you are a NAME, you need to define your self, so you can communicate your uniqueness 2. Because you are a NAME, you need to differentiate yourself from your competitors in the market place 3. Because you are a NAME, you need to stay stay relevant, reinvent Strictly Private and Confiden2al

7 SO BEHIND EVERY SUCCESSFUL PERSON IS AN EFFECTIVE NAME/ IDENTITY. AND EVERY EFFECTIVE IDENTITY IS BUILT UPON THE FOUNDATION OF A STRONG NAME VISION Source : h6ps://roundhouse.cc/us/the-3-key-components-of-your-brand-vision-and-how-to-crab-your-brand-vision-for-success Strictly Private and Confiden2al

8 AND BECAUSE WE ARE A NAME WITH SOMETHING UNIQUE TO OFFER WE HAVE A TARGET AUDIENCE Companies/workplaces Consumers/Clients Line managers Source : h6ps://roundhouse.cc/us/the-3-key-components-of-your-brand-vision-and-how-to-crab-your-brand-vision-for-success Strictly Private and Confiden2al

9 1 Theodore Levitt Marketing Myopia (1960) 2 Reference Groups 3 Keller s Brand Equity 3 THEORIES YOU NEED TO REMEMBER TO MAINTAIN YOUR UNIQUENESS

10 1 Theodore Levitt Marketing Myopia (1960) 2 Reference Groups 3 Keller s Brand Equity Will help you define your Vision Clearly Will help you define who YOU are in reference to the world Will help you deviate from the norm WHY THESE THEORIES

11 1 Theodore Levitt Marketing Myopia (1960) Will help you deviate from the norm UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage"

12 Source: thedistributorchannel.blogspot.com Will help you deviate from the norm LEVITT HELPS US DEFINE WHO ARE YOU REALLY NOT ONLY NOW BUT FOR THE YEARS TO COME...

13 ARE YOU LOOKING AT YOUR NEEDS, OR THE NEEDS OR OPPORTUNITIES THAT ARE PRESENTED IN THE MARKET? Will help you deviate from the norm

14 ..a nearsighted focus on selling products and services, rather than seeing the big picture of what consumers really want (Harvard business review, 2016) MARKETING MYOPIA: WHY ARE YOU DOING WHAT YOU ARE DOING?

15 Source: h6ps:// Railroad lines thought they were in the train business rather than the transport a2on Will help business. you. deviate from the.cars, norm trucks etc ARE YOU DEFINING YOURSELF SO NARROW THAT YOU DON T SEE THE BIGGER PICTURE...? WHAT IS THE NEXT?

16 Will help you deviate from the norm HOW YOU DEFINE YOURSELF WILL TELL YOU WHICH ZONES YOU PLAY IN KODAK VS DIGITAL; VIDEO STORES VS CATCH UP; WATCH VS CELLPHONE;

17 It inspires you to give your best and shapes your understanding of why you are doing what you do. IT ALL STARTS WITH A VISION

18 Every year, a large majority of product launches fail. There s debate about exactly what percentage some say it is 75%, others claim it s closer to 95%. (Harvard business review, 2016) TAKE HEART, YOU ARE A LEARNING INDIVIDUAL FAILURE IS PART OF THE JOURNEY, LEARN TO ADAPT, GROW ORGANICALLY TO REALISE THE FUTURE YOU ARE HOPING FOR

19 KEEP IN MIND Will help you deviate from the norm

20 1. WHAT IS YOUR VISION STATEMENT? WHERE DO YOU WANT TO BE? Without thinking of constraints Things that can stop you, put on your imagination and WRITE DOWN EVERYTHING FROM WHAT YOU WANT TO BE, WHAT ARE THE THINGS YOU WANT TO ACHIEVE, WHAT YOU WANT TO DO AND WHAT YOU WANT TO HAVE IN YOUR CAREER/WORK/BUSINESS, PERSONAL LIFE (FINANCIAL, SOCIAL RELATIONSHIPS, FAMILY, SPIRITUAL, PHYSICAL, HOBBIES) YOUR TURN WHAT BUSINESS ARE YOU IN? WHAT DOES SUCCESS/EXCELLENCE LOOK LIKE TO YOU? VISUALISE YOUR OPTIMAL DESIRED FUTURE YOU...

21 SO NOW THAT WE HAVE A NAME. A VISION. HOW DO WE BUILD THIS UNIQUE PROPOSITION FOR THE WORLD TO EXPERIENCE?. IT ALL STARTS WITH A HOW THE WORLD PERCIEVES YOU

22 2 Reference Groups NOW THAT YOU HAVE VISUALISED YOUR FUTURE, THE PEOPLE YOU SURROUND YOURSELF WITH WILL HELP YOU BUILD OR BREAK THAT VISION

23 YOUR TARGET AUDIENCE (BY EXTENSION YOU), IS INFLUENCED BY INTERNAL AND EXTERNAL FACTORS THAT SHAPE THEIR ATTITUDES, BELIEFS ETC. IF WE UNDERSTAND THESE, THEN WE CAN ENGAGE EFFECTIVELY...

24 Any person or group of people who significantly influences an individual s behaviour REFERENCE GROUPS WHAT ARE THEY?

25 They form as a point of comparison and serve as a guide in formulating values Help people navigate through life They help us understand societal norms REFERENCE GROUPS WHY THEY ARE IMPORTANT

26 Reference Groups Informal (Primary) Formal (membership) Aspira2onal Nonaspira2onal Family, Friends, Co-workers, study groups, room mates Clubs, School Groups, organiza2ons/business groups and religious fellowships Successful business people, Movie stars, elite athletes, and public authority figures. Try to avoid associa2on REFERENCE GROUPS TYPES

27 1. WRITE DOWN ALL THE REFERENCE GROUPS IN YOUR LIFE IN THE FOLLOWING BRACKETS 2. PEOPLE IN YOUR PRIMARY GROUP 3. FORMAL ORGANISATIONS/MEMBERSHIP 4. PEOPLE YOU ASPIRE TO BE/ WANT TO BE LIKE 5. PEOPLE YOU WOULD RATHER NOT ASSOCIATE WITH YOUR TURN THE REFERENCE GROUPS THAT AFFECT YOUR BEHAVIOUR, ATTITUDES, THINKING Private and Confiden2al

28 2 Keller s Brand Equity NOW LETS BUILD YOUR BRAND

29 YOUR TURN THE REFERENCE GROUPS THAT AFFECT YOUR BEHAVIOUR, ATTITUDES, THINKING

30 What are you? In brand terms product description, describe yourself Who are you targeting? Describe them When are are the people you are targeting usually looking for people like you? Time of the year Where do the people you are targeting usually look for people like you? Touch Points. Why should the people you are targeting engage you? What makes you special How are you going to get the attention of the people you are targeting? LETS DO SOME WORK.. 5ws and 1h.

31 YOUR GOAL IS TO CREATE BRAND AWARENESS Remember not just awareness but the right perceptions about you KELLER: WHO ARE YOU?

32 YOUR GOAL IS TO IDENTIFY AND COMMUNICATE WHAT YOUR BRAND MEANS AND WHAT IT STANDS FOR 1. Answer the question : how well do you meet the customers needs at a rational level (how do you compare to other candidates) 2. Answer the question: how well do yo meet the customers needs at a social and pyschological level (why are you different) KELLER: WHAT ARE YOU?

33 YOUR GOAL IS TO IDENTIFY HOW YOUR CUSTOMERS JUDGE OR FEEL ABOUT YOU 1. Quality (actual and percieved) 2. Credibility (expertise, trustworthiness and likability) 3. Relevance/ Consideration (relevance to their unique needs) 4. Superiority KELLER: WHAT ABOUT YOU

34 BRAND RESONANCE HOW MUCH OF A CONNECTION WOULD I LIKE TO HAVE WITH YOU? 1. This is what we call loyalty. 2. You have achieved brand resonance when your customers feel a deep, psychological bond with your brand. 3. Behavioural Loyalty they want to use your b rand over and over again. How do you make them do this? 4. Attitudinal Attachment- see you as special, there is no one like you 5. Sense of Community other people associated with you 6. Active engagement very interested in your brand KELLER: WHAT ABOUT YOU AND ME? MOST DIFFICULT LEVEL TO REACH

35 3 KEY TAKEOUTS 1. Because you are a NAME, you need to define your self, so you can communicate your uniqueness 2. Because you are a NAME, you need to differentiate yourself from your competitors in the market place 3. Because you are a NAME, you need to stay stay relevant, reinvent Strictly Private and Confiden2al

36 YZE UP CREATING A PERSONAL BRAND Judith Mugeni, Strategic Thinker Private and Confiden2al