1. 1. Ron Nichols Public Affairs Officer, NRCS
2. 2. For the next few minutes
3. 3. Think about your place In the universe.
4. 4. Answer: >100,000,000,000 Number of stars in our galaxy?
5. 5. Number of galaxies in the universe? Answer: >100,000,000,000
6. 6. In our little galaxy, our solar system is here
7. 7. We got lucky
8. 8. And luckier
9. 9. Luckier still
10. 10. 4.5 5 billion years ago 65 million years ago 100,000 years ago 200 years ago Now lets think about time where you are in time
11. 11. We are together. Here. Now. At this amazing place in the universe at this amazing moment in history.
12. 12. Look around you You are sitting next to some of the most amazing people in the universe. (or maybe not)
13. 13. Here you are in a miracle of space and time With a unique chance to make a difference.
14. 14. Yes, you are living a miracle.
15. 15. The BIG questions What will you do? What can you do? Brand Legacy?
16. 16. Today Provide some perspectives.... Organizational brands Personal brands Your future
17. 17. Today Examine what you can achieve through the Branding Power of One
18. 18. Today Provide tools to assess and steps to take to build brand value.
19. 19. Branding basics What comes to mind when you think of branding?
20. 20. 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 organizations image.
21. 21. What is a brand? Beyond visual representations Expectations Customers experience Feelings beyond the products
22. 22. Expectations and promises vs.
23. 23. A brand is An emotional relationship with your customers. Within the brand is an implicit value proposition.
24. 24. Guess this brand
25. 25. Why is brand important? Within the business, your brand serves as an internal compass of focus Dictates actions Dictates decisions Ultimately dictates value
26. 26. 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!
27. 27. 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.
28. 28. #10
29. 29. # 9
30. 30. Capital Assets: $2.5 Billion Brand value: $83 billion # 8
31. 31. # 7
32. 32. #6
33. 33. # 5
34. 34. # 4
35. 35. # 3
36. 36. #2 Brand value $173 billion
37. 37. # 1 Brand value $246 billion
38. 38. Our winner is
39. 39. What some marketers dont want you to know about branding. Its about the pie. Its about you. Its about your employees.
40. 40. Not this
41. 41. But what happens when good brands go bad?
42. 42. When brands go bad
43. 43. When bad things happen to good brands
44. 44. When bad things happen to good brands
45. 45. What causes good brands go bad? Failure Of product or service To adapt to new markets/trends Of managers to manage Of workers (bad behavior) Of leaders to lead or lead with integrity
46. 46. Why should you care? Your organization is doing something worthwhile Youre invested in the organization (time, energy, passion) Personal brand link Financial dog in the fight
47. 47. The corporate-personal brand connection Corporate/personal brand link Do you have a brand? (Yep.)
48. 48. Exercise #2
49. 49. When brands do good Can you guess this brand? This brand doesnt 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.
50. 50. Pope John Peace Prize Nobel Peace Prize U.S. Medal of Freedom Honorary U.S. citizenship Balzan Prize Albert Schweitzer International Prize Awarded
51. 51. The brand is Mother Teresa
52. 52. Seriously? The Mother Teresa brand? Product or service? Unique market niche? Brand promise? Advertising budget, web site, logo? Brand legacy?
53. 53. God doesn't require us to succeed; he only requires that we try.
54. 54. Can personal brands go bad?
55. 55. Your personal brand Step 1. If you know yourself, you can grow yourself. Step 2. Build your personal brand .
56. 56. Brand You Assessing your personal brand Worksheet: Attributes (from your perspective)
57. 57. Personal brand assessment Exercise #3 Attributes worksheet Exercise #4 Skills worksheet Greatest strengths Greatest weaknesses
58. 58. How do others see your brand? To conduct your free 360 profile on your personal brand: http://www.reachcc.com/360reach
59. 59. What youll learn How others assess your Brand attributes Brand skills Strengths Weaknesses How others value your team role
60. 60. 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?
61. 61. 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.)
62. 62. EVERYTHING! Brand YOU What does your personal brand mean to your organizations brand?
63. 63. You are the single most important asset to your organization its brand ambassador. Your personal brand value is linked to your organizations brand value and vice versa. Brand YOU
64. 64. Leaders must do all they can to nurture and develop their employees personal brands. Select your brand ambassadors carefully. (It may be harder when unemployment is higher.) Brand YOU
65. 65. Brand YOU... Strengthen your personal brand strengthen your organizational brand. Align your personal and organizational brands because both will benefit and grow.
66. 66. Brand YOU... Be true to your brand. If its not a good fit, become a free agent.
67. 67. Color your life
68. 68. Your crayons
69. 69. Brand YOU!
70. 70. Thank YOU!
71. 71. Author, Ron Nichols
72. 72. Ron Nichols Public Affairs Officer, NRCS