Be Your Own Brand.upload Version

Download Be Your Own Brand.upload Version

Post on 11-Apr-2015

565 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

<p>Module 1: Foundations of Branding</p> <p>Chapters 1-4</p> <p>Module 1 Objectives</p> <p> Understand the Concept of Branding</p> <p>By the end of Module 1, you will be able to</p> <p> Explain the Components of a Brand Describe the Personal Brand Dimensions Model Identify Your Top Seven Values</p> <p>Becoming More of Who You Are</p> <p>Chapter 1: Personal Branding</p> <p>Brand Concept Brand is how businesses tell customers what to expect. In times of rapid change, customers are more comfortable if they know what to expect. A branded relationship is special one that involves the kind of trust that only happens when two people believe there is a direct connection between their value systems. Brand is a familiar bridge across which businesses and their customers conduct transactions that lead to long-term and mutually beneficial relationships. Brand is the embodiment of what businesses and their customers value, the means through which a businesses get credit for the quality they represent and deliver.</p> <p>Chapter 1: Personal Branding</p> <p>Brand Basics In business, the concept of brand has a welldefined meaning:The most critical component of your ultimate success or failure is the breadth and depth of your relationships. You want your family, your friends, your employer and your coworkers to truly understand who you are and what you do. Thats what will make those relationships mutually enjoyable and valuable.</p> <p> A brand is a perception or emotion, maintained by a buyer or a prospective buyer, describing the experience related to doing business with an organization or consuming its products or services. To put in a personal context: Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you.</p> <p>Chapter 1: Personal Branding</p> <p>Quality with Quantity Brands have tremendous power: The average person in North America is exposed to more than 3,000 brand messages every dayThink about the most important relationships in your life, and youll come up with senses or feelings emotions. Special relationships have emotions tied to them.</p> <p> People are willing to pay 912% higher prices for a brand they know and trust Coca-Colas brand is estimated to be worth about half the companys total market value When researchers have asked consumers what they value in a brand, the number one answer is Quality.</p> <p>Chapter 1: Personal Branding</p> <p>The Power of Two (and More) Your brand, (perception or emotion stored in someone elses head) once locked in place, has tremendous staying power.The primary benefit of developing a strong personal brand is that you get to become more of who and what you are, not less. You get to live your values to receive credit for what you do and what you believe.</p> <p> If you make a mistake or fall short of fulfilling a promise occasionally, the previous reliability of your strong personal brand is there to reassure people. When you go above and beyond expectations, the brand relationship becomes even stronger and more cherished.</p> <p>Chapter 1: Personal Branding</p> <p>Distinctive, Relevant, and Consistent</p> <p>Chapter 2: Personal Brand Characteristics</p> <p>Three Key Components Three key components combine to determine the strength of a brand: Distinctive: They stand for something. They have a point of view. Relevant: What they stand for connects to what someone else considers to be important. Consistent: People come to believe in a relationship based on the consistency of behaviors they experience or observe.</p> <p>By being distinctive, relevant, and consistent your intended audience begins to see and understand your brand.</p> <p>Chapter 2: Personal Brand Characteristics</p> <p>Strong Brands are Distinctive Your brand starts to become strong when you decide what you believe in and then commit yourself to acting on those beliefs. Brand building results from understanding the needs of others, wanting to meet those needs, and being able to do so while staying true to your values. Your values are the beliefs you hold to be true, the principles by which you live your life. They include what youre interested in and what youre committed to. The more distinctive your actions the better defined your brand becomes.</p> <p>Your personal brand is based on your values, not the other way around.</p> <p>Chapter 2: Personal Brand Characteristics</p> <p>Strong Brands are Relevant Relevance begins when a person believes that you understand and care about whats important to them.</p> <p>Relevance is something we earn by the importance others place on what we do for them and by their judgment of how well we do it.</p> <p> Strong brands attract the most attention by being the most relevant to others. Building relevance involves a skill we call thinking in reverse. If you want to be considered valuable to others, you must move out of your world and into theirs. Your first concern is to determine their needs and interests. Then you have to connect their needs and interests to your own personal strengths and abilities.</p> <p>Chapter 2: Personal Brand Characteristics</p> <p>Strong Brands are Consistent As a brand, you only get credit (acknowledgment, acceptance or recognition) for what you do consistently. McDonalds is an icon because, regardless of the location you visit, the Big Mac and other products it serves are the same every time. Whether you are a regular guest of RitzCarlton or Motel 6, you go back to their properties because you know you can expect them to deliver what they promise. In a relationship, consistency is established by dependability of behavior.</p> <p>Consistency is the hallmark of all strong personal brands. Inconsistency weakens brands and suspends beliefs.</p> <p>Chapter 2: Personal Brand Characteristics</p> <p>Roles, Standards, and Style</p> <p>Chapter 3: Personal Brand Dimensions</p> <p>Personal Brand Dimensions Model 3 Dimensions Competencies (Roles): Meeting basic expectations Standards: Level of performance we are willing to consistently adhere to Style: How we personalize our roles in the context of our standards</p> <p>RolesOur relationship with others</p> <p>StandardsHow we do it</p> <p>Brand</p> <p>StyleHow we relate to others</p> <p>Chapter 3: Personal Brand Dimensions</p> <p>Working Distinctions 3 important caveats to keep in mind as we explore the Personal Brand Model: Perception is Reality. The credit you receive for your brands roles, standards, and style will be given by someone else. You will determine and decide what you want your brand dimensions to be. The key perceptions that exist and persist in peoples minds are the ones that are most distinctive, relevant, and consistent to them about you. We are using the terms roles, standards, and style in the specific context of brand building.</p> <p>Only actions count. What the count other person in the relationship perceives determines the success or failure of your efforts.</p> <p>Chapter 3: Personal Brand Dimensions</p> <p>Roles: Our Relationship with OthersRegardless of how it was cooked (standards), or arranged on the plate (style)McDonalds and Wendys both make hamburgers very competently. Although they may have successfully differentiated themselves in the publics minds based on standards and style, their basic competencies are very similar preparing and serving hot food in a clean setting at a sustainable price.</p> <p>a meal has to be palatable and bear a reasonable resemblance to what the customer ordered (competencies).</p> <p>Style</p> <p>Standards</p> <p>CompetenciesChapter 3: Personal Brand Dimensions</p> <p>Roles: Our Relationship with Others If you cant establish your roles, differentiation will never get to be an issue because the fundamental foundation of the relationship will never be established or will quickly fall apart. To develop a strong personal brand, start by identifying the nature of the key relationships you plan to have. You must be insightful and realistic about the types of relationships that will support your journey to success, and clearheaded in your assessment of your own ability and willingness to offer the roles required.</p> <p>RolesOur relationship with othersChip Bells Brand</p> <p> Speaker Writer Father Husband</p> <p>Chapter 3: Personal Brand Characteristics</p> <p>Standards: How You Do It If roles is the noun part of a brand, standards and style are the modifiers the descriptive adverbs and adjectives that create a uniquely detailed picture of your brand in someone elses mind. The point is not to constantly change your standards of behavior in a manic quest to try to please everybody, no matter how different their needs and expectations or how incompatibly their values and yours. Focus your standards on the relationships you choose to build with people who truly matter to you.</p> <p>If youre prepared to provide behavior that matches the other persons standards of distinctiveness and relevance, the relationship is worth developing. If not, you have to decide whether its the right fit for you or whether your standards need to change to create a better fit.</p> <p>Chapter 3: Personal Brand Dimensions</p> <p>Standards: How You Do It To build a strong personal brand, its critical to recognize that people cannot see your intentions. They can only see your actions.</p> <p>StandardsHow we do itChip Bells Brand</p> <p> From their perceptions of those actions, they make judgments about your standards as well as your roles not only about what you do but how well you choose to do it.</p> <p> Consistent Superior Performance Well-Prepared Highly Flexible Approach Ready to Collaborate</p> <p>Chapter 3: Personal Brand Dimensions</p> <p>Style: How You Relate Style is your brands personality the part that makes you uniquely yourself in someone elses mind.Chip Bells Brand</p> <p>StyleHow we relate to others Enthusiastic Energetic Professional</p> <p> Words to describe a persons style elements may include professional, fun, energetic, open, free-spirited. Note these words tend to be subjective, not overtly measureable. But because strong brands have an emotional connection, they carry as much weight as more quantifiable standards. Because it shows, its an important navigational aid.</p> <p>Chapter 3: Personal Brand Dimensions</p> <p>Building a Brand PictureMcDonalds customers, who tend to be family-oriented, want food their children recognize and wont turn up their noses at. They also want it at a price thats friendly to the family budget.</p> <p>Multiple brands can coexist. For example, weve established that Wendys and McDonalds are both competent at making hamburgers. The loyalty of their particular customer is gained through their very different approaches to the issues of standards and style.</p> <p>Wendys customers want a juicier burger, are willing to wait while its assembled, and dont mind paying a slightly higher price for it.</p> <p>Same basic competencies. Different standards and style.Chapter 3: Personal Brand Dimensions</p> <p>Making it PersonalMcDonalds is built for scale a large service counter and volume-oriented systems. It sells many times more items than Wendys does. But because Wendys builds on its burger competencies with different standards and style, its restaurants have smaller counters and less volume, yet still succeed in the eyes of customers and by the bottom-line standards of todays business world.</p> <p>Together, your combination of roles, standards, and style builds a distinctive, relevant and consistent brand image in someone elses mind. From that brand image, people know what to expect from you and can make informed decisions about the role they want you to play in their lives.</p> <p>Chapter 3: Personal Brand Dimensions</p> <p>Purpose, Vision, and Values</p> <p>Chapter 4: Personal Brand Authenticity</p> <p>Values with Value When your values align with the values of your peers, your family, your customers, and your organizations, life becomes a much more harmonious experience. That harmony is achieved by being committed to and holding onto your essential values. To get credit, the originator has to actively live their brands values every day, testing them in the marketplace of personal and professional relationships and watching how others accept or reject those values.</p> <p>In todays high-speed, hectic world, many people have come to feel that their values are in conflict with the world around them. Many feel they are being asked even forced to compromise their values to get along with others or to be successful.</p> <p>Chapter 4: Personal Brand Authenticity</p> <p>Authenticity: Time to Step Up The most intimate relationship you have is with yourself. The process of brand building involves a certain amount of introspection. When you summon the courage to be authentic, the effect is powerful. Trust is built faster and maintained longer when people believe you are being real. Three signposts can guide you on the road to authenticity: Purpose Vision Values</p> <p>The dictionary defines authentic as true to ones own personality, spirit, or character. We make the most lasting and vivid impressions when people witness us being true to our beliefs, staying in alignment with who and what we are.</p> <p>Chapter 4: Personal Brand Authenticity</p> <p>First Signpost: PurposeIn enlightened organizations, sales training has shifted its primary focus from how to close to how to successfully open and build trusting relationships. And what is the most effective way to build trust? To have the purpose of solving the customers problems and meeting their needs.</p> <p> Purpose is what gives meaning to a life. Everyone wants to believe they matter, that there is a reason for their existence. If you ask top sales executives, What is the purpose of a salesperson? the most common answer youll hear is To close the deal. Customers hate being closed! Ironically, although people resist being closed, they love to buy. However, they want to buy from someone they trust. How people behave toward others is driven by what they see as the purpose of their relationships.</p> <p>Chapter 4: Personal Brand Authenticity</p> <p>Second Signpost: VisionLife is never more rich, more full, or more rewarding than when you are moving faithfully and persistently toward a compelling vision. When you are purposefully creating, you become fully alive. That vitality imbues your personal brand with an essential energy that can make it even more viable and creative.</p> <p> To create means to bring into being something that has never existed before. Rediscovering what lights you up internally is an important part of the personal brand building process. It reignites your passion and makes you come alive. Whether you have a clear vision of your future, or it has been years since youve updated the childlike sense of possibilities that once was so powerful a part of you, your life is meant to be a process of purposeful creation.</p> <p>Chapter 4: Personal Brand Authenticity</p> <p>Third Signpost: Values All strong brands, have at their foundation a clear belief system.Long term, you dont choose FedEx because of its snappy commercial slogans or UPS because its trucks are painted brown. You choose them bec...</p>