Five Steps to Avoid Brand Sabotage! Institute of Management Consultants Michele Joseph, MBA klick consultants, LLC September 20, 2010

Transcription

1 Five Steps to Avoid Brand Sabotage! Institute of Management Consultants Michele Joseph, MBA klick consultants, LLC September 20, 2010

2 Agenda Avoid Brand Sabotage! Templates What is the Value of Your Brand? Typical Brand Blunders Five Steps to Avoid Brand Sabotage! Building Your Brand Statement Key Take Away All rights of this presentation are reserved to klick consultants, LLC. Any reproduction of the presentation in whole or in part require the permission of klick consultants, LLC.

3 Brand is Repository of your Reputation Dynamic Based on the perception of your audience(s) If done well, leads to more business (enhanced word of mouth) All rights of this presentation are reserved to klick consultants, LLC. Any reproduction of the presentation in whole or in part require the permission of klick consultants, LLC.

4 Brand Cycle Personal Brand and Corporate Brand Conduct a Brand Audit of all touch points. Evolve Your Brand. Evaluate Your Audience (s). Evaluate Your Brand. Build a Brand Strategy w/ Metrics. Communicate Your Brand via all touch points.

5 What is Your Brand Value? What is Your Brand Value? Brand = Your Unique Promise of Value to your target market Personal Brand Audit- Ego Surf Google, LinkedIn, Twitter, Facebook, Plaxo, Blogs, RSS Multiple Touch Point esurvey (Clients, End-users, Brand Vendors, = Your Unique Suppliers, Promise Employees of Valueetc.)

6 What is Your Brand Value? Determine what do you need to change and how to change it Bob Thompson, CMC Strategist, Banks and Credit Unions (M&A) Weak Web 2.0 presence Perceived to be dated and disconnected

7 Bob Thompson, CMC Strategist, Banks and Credit Unions (M&A) Web 2.0 Strategy 1 Update Bob s website (sticky), added free downloads, e-articles of value, ebook or White Papers, webinars, podcasts, video streaming. Add registration page to capture prospects, and distribute announcements about new site features to current clients. Utilizing Social Network and Position Bob as the expert in field 2 Select social networks and epublications which target Bob s audiences. Establish daily/weekly blog with value added articles and information. Use network to promote partner events of value to clients and prospects, Align press releases, online press releases and network blasts regarding Bob s significant publications or events. Re-evaluate and enhance traditional Brand Channels 3 Include social network on business cards, faxes, brochures etc. Save and archive all webinars, add audio to PowerPoint presentations and make them available online. Direct mail and holiday communications drive traffic to other brand channels and offer incentives to prospects and embedded clients.

8 Human Resources Consultant, Deloitte Global Services Anna Bell, CMC Wants to best position herself for promotion with Deloitte, but does not know how. Considering becoming an independent management consultant. How does she best differentiate herself?

9 Common Brand Blunders Caught with the goods! Fail to Act Fail to Act Immediately Self Promoting vs. Sharing A Question of Authenticity

10 Toyota s Safety Blunder Tarnished Brand "People don't buy [Toyotas] for their good looks," said president ofautoconomy.com. They buy them because they have a lot of confidence in the quality and safety of the vehicle. CNNMoney.com 1/2010

11 Five Steps to Avoid Brand Sabotage! 1) Be Aware of Digital Dirt 2) Be Compelling, Consistent and Cautious 3) Be Authentic and Selectively Famous 4) Share Knowledge, Value and the Limelight 5) Use the Right Resources

12 Avoid Brand Sabotage! 1 Digital Dirt Conduct random and frequent searches of your name/your business. Take it down or sweep it under. 2 Compelling, Consistant, Cautious See audience s point of view. Fluid, fresh and relevant. Align with your brand strategy/plan. 3 Authentic and Selectively Famous Must reflect your genuine value/passion. Quality message for select few.

13 Avoid Brand Sabotage! 4 Share Knowledge, Value and the Limelight Share Sponsors, vendors, and partners content which yields the most value for your audience. 5 Use the Right Resources Execute Professionally. Ghost bloggers, web designers, graphic artist, video producers, brand strategist Your own footer Your Logo

14 Crafting Your Brand Statement 1) Personal Assesment (SWOT) 2) Evaluate your Target Market(s) 3) Be Authentic and Consistant 4) Distill one sentance that communicates your Essence

15 Your Brand Statement Personal Assessment Evaluate Audience (s) Distill one sentence that captures the essence of your brand Align you with your vision through clear messaging. Help you get found on the internet. Make you look good on the golf course.

16 Key Take Away Establish Your Personal Brand Best Practices 1) Brand Audit/Assessment 2) Brand Strategy/Plan (Audiences) 3) Brand Statement Development 4) Brand Communication Plan and Execution Virtual/Real Channels Brand Best Practices: Authentic Compelling, Consistent, Cautious Use Professional Resources All rights of this presentation are reserved to klick consultants, LLC. Any reproduction of the presentation in whole or in part require the permission of klick consultants, LLC.

17 Questions? Michele Joseph, MBA