stc spectrum2014 amy-friend-mirror-mirror-brand-final
DESCRIPTION
Whether you are a hiring manager, a marketer promoting products/services, or a job seeker looking for that next best opportunity, managing brand promise is a required professional skill for today’s world. How do you project your brand promise to the public? You need to know the message you want to project and be able to see how others perceive your brand. This presentation teaches how to: define your brand promise, assess effectiveness with regard to your brand promise, and recommend a process to develop and improve your brand promise. You will explore various marketing models and how to useTRANSCRIPT
Mirror, Mirror on the Wall: Who Has the Best Brand?
Amy Friend
Rochester Chapter
Who Cares About Getting Brand Right?
• Marketer promoting products/services
• HR or hiring manager attracting talent
• Job seeker
Marketing Basics
• Who are our customers?
• What are their needs and wants?
• How can we satisfy those needs and wants more effectively than our competition?
A Couple of Perspectives
Business/Company• Trademarks• Symbols• Trade characters• Logos• Name itself
Employee/Employer
Collection of meanings related to perceptions
Brand Promise
• Articulation of a brand’s experiential takeaway for the target customer/employer/candidate
• Perceptions and beliefs about an employer, product, or person that are held by both current and potential job candidates/customers/employers
Awareness
General Attitudes
• Before….
Specific Attributes
Quick Change
Cyber-Snoop: A Reality Check
• Are you out there?• Are you out there
positively?• Are the messages
ones you are proud of?
The Value Proposition
Close the gap between your proposition and their perception.
A Process to Develop & Improve Your Brand
-- Dr. Chris Collins, School of Industrial Labor Relations, Cornell University
1. Identify Elements of Brand
Internal Assessment•What are the best aspects?•Why do current people value you?•What would they tell a stranger about you? •Which aspects are most essential?•Which differentiate you?
2. Match to the Needs of TargetExternal Assessment•What does the target want?•What aspects are most important in identifying employer / employee of choice?•Where is there overlap?•Is there overlap in what you offer to what the target audience wants?•Which of these are unique to you?
3. Identify Key Messages
• Here’s what makes us special
• Resonates w/ T-pop
• Specific
• You are the employee / employer of choice
4. Determine Communication Channels- Social Media
Challenges• Awareness:
– Build via low involvement practices (no effort, unique, simple, positive)
– Build familiarity and top of mind (repetition, multiple sources, consistency of positive image
• General Attitudes:– Building positive attitudes through involvement– Reverse negative attitudes
• Specific Attributes: – High involvement, detailed information
Assess Effectiveness
Personal Branding:•Real-world communications activities •Virtual visibility•Community-building through social media
Building a Personal Brand
Check the major search engines
Clean up your Web presence
Create your online reputation w/ free tools
Claim your social media profiles and your personalized URL on Linkedin
Buy your own domain name
Build Your Personal Brand Set up an ongoing monitoring alert system Launch a blog to publish content Get to know yourself, and share helpful content regularly Create your elevator pitch Develop a feedback loop
You Look Fabulous
Questions?
• 585-766-2145
• For more on brand, check out our website of courses:
https://lms.ecornell.com/courses/1162552