Today…

Examine what you can achieve through the “Branding Power of One”

Today…

Provide tools to assess and steps to take to build brand value.

Branding basics…

What comes to mind when you think of “branding?”

Some common ideas about a brand…

A brand is a logo.

A brand is a tag line.

A brand is a mission statement.

A brand is an organization’s image.

What is a brand? Beyond visual representations

Expectations

Customers’ experience

Feelings beyond the products

Expectations and promises…

vs.

A brand is… An emotional relationship

with your customers.

Within the brand is an implicit value proposition.

Guess this brand…

Why is brand important?

Within the business, your brand serves as an internal compass of focus

Dictates actions

Dictates decisions

Ultimately dictates value

Top 10 brands – 2015

Write down what you believe are the top 10 brands in the world.

Yes, there will be a prize for the winner!

Top 10 global brands – 2015

Evaluates brands much the way analysts value other assets: On the basis of how much they're likely to earn in the future.

#10

# 9

Capital Assets: $2.5 BillionBrand value: $83 billion

# 8

# 7

#6

# 5

# 4

# 3

#2

Brand value $173 billion

# 1

Brand value $246 billion

Our winner is…

What some marketers don’t want you to know about branding.

It’s about the pie. It’s about you. It’s about your employees.

Not this…

But what happens when good brands go bad?

When brands go bad…

When bad things happen to good brands…

When bad things happen to good brands…

What causes good brands go bad?

Failure…Of product or service To adapt to new markets/trendsOf managers to manageOf workers (bad behavior)Of leaders to lead or lead with integrity

Why should you care?

Your organization is doing something worthwhile

You’re invested in the organization (time, energy, passion)

Personal brand link

Financial dog in the fight

The corporate-personal brand connection…

Corporate/personal brand link

Do you have a brand? (Yep.)

Exercise #2

When brands do goodCan you guess this brand?

This brand doesn’t have a logo, but its impacts are known worldwide… 5,000 people running orphanages, AIDS hospices,

charity centers

These centers care for refugees, the blind, disabled, aged, alcoholics, the poor and homeless and victims of floods, epidemics and famine.

Pope John Peace Prize

Nobel Peace Prize

U.S. Medal of Freedom

Honorary U.S. citizenship

Balzan Prize

Albert Schweitzer International Prize

Awarded…

The brand is…

Mother Teresa

Seriously? The “Mother Teresa” brand?

Product or service?

Unique market niche?

Brand promise?

Advertising budget, web site, logo?

Brand legacy?

“God doesn't require us to succeed; he only requires that we try.”

Can personal brands go bad?

Your personal brand

Step 1.

If you know yourself, you can grow yourself.

Step 2.

Build your personal brand

.

Brand You…

Assessing your personal brand

Worksheet: Attributes (from your perspective)

Personal brand assessment…

Exercise #3 Attributes worksheet

Exercise #4 Skills worksheet

Greatest strengths

Greatest weaknesses

How do others see your brand?

To conduct your free 360 profile on your personal brand:

http://www.reachcc.com/360reach

What you’ll learn…

How others assess your… Brand attributes

Brand skills

Strengths

Weaknesses

How others value your “team role”

Exercise #5…

What is your personal brand promise?

What is the greatest compliment you could receive from your colleagues?

What is the greatest compliment you could receive from your customers?

Exercise #5…

What would you like your brand legacy to be?

How would you like to improve your personal brand?

Write down ONE thing you will do this year to improve the value of Brand YOU! (Make it a promise – with a “due date.”)

EVERYTHING!

Brand YOU…

What does your personal brand mean to your organization’s brand?

You are the single most important asset to your organization – its brand ambassador.

Your personal brand value is linked to your organization’s brand value and vice versa.

Brand YOU…

Leaders must do all they can to nurture and develop their employee’s personal brands.

Select your brand ambassadors carefully. (It may be harder when unemployment is higher.)

Brand YOU…

Brand YOU...

Strengthen your personal brand –strengthen your organizational brand.

Align your personal and organizational brands – because both will benefit and grow.

Brand YOU...

Be true to your brand. If it’s not a good fit, become a free agent.

Color your life…

Your crayons…

Brand YOU!

Thank YOU!

Author, Ron Nichols

Ron NicholsPublic Affairs Officer, NRCS