Cadillac or Pinto? A look at personal branding.
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Transcript of Cadillac or Pinto? A look at personal branding.
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Renée T. Walker, APR June 7, 2011
Cadillac or Pinto?Brand image is vital: Steer yours in the right
direction
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Agenda
• Cadillac or Pinto?• Brand ABCs• Personal Branding• Building Brand You• Managing Your Brand• Rules of Engagement• Resources• Questions & Answers
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Cadillac or Pinto?
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• Established 1902
• For over a century, Cadillac has stood for iconic design, artful engineering and a love of innovation.
Staying Power
• It has been the automotive expression of the American dream, built for people who believe it doesn’t matter where you came from, just how far you want to go and how fast you want to get there.
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Unrealized Brand Potential• Established 1970
• Introduced to counter other imports such as VW
• In less than a year, the Pinto sold over 100,000 units.
• Gas tank controversy ultimately caused the demise of the brand forever hurting it’s reputation as one of the safest cars in its class.
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Brand ABCs
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Brands
• A brand is not a logo
• A brand is a collection of perceptions in the mind of a consumer
• Brands are born of experience and reflect reputation
• Brands are built from the inside out
• Brands are only as strong as their weakest touch point
• Brands are differentiators that lead to competitive advantage
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Brands = Big Business
= $70,452 billion
Source: Interbrand 2010 Best Global Brands
= $21,860 billion
= $43,557 billion
= $28,731 billion = $21,143 billion
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Brand Power
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Personal Branding
Now let’s talk about personal brands
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Brand and Reputation
• Personal Brand: What you say about yourself• You are the message
• Reputation: What others say about you• Perception is reality
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What’s Your Brand?
• Every person has a brand
• Personal brands enable us to differentiate ourselves by consistently articulating and leveraging our unique value proposition
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Building Brand You
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1. What are your personal and professional goals?
2. What are your deal breakers?
3. What are you passionate about?
4. What inspires and motivates you?
5. What makes you unique and remarkable?
5 Questions
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•Define your core values and brand attributes
•Establish credibility and believability by remaining committed to your core values
•Clearly and constantly communicate your value promise
•Visible and connected through affiliations, partnerships and charitable activities
Building a Strong BrandV
alu
e P
rop
osit
ion
Deliver on your brand promise
Strong brands are built on a solid foundation and are developed over time
Infuse value promise within all touch points
Provide dependable and consistent service
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Building Brand You• BMW – The ultimate driving machine
• Performance, power and style
• Highly accomplished innovative senior leader and communications professional delivering results for more than two decades.
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Managing Your Brand
Jump Start, Enhance or Rehab
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Press releases
Panels
Events
SEO
BuzzWeb 2.0
Vlog
Social Networks
Business cards
Publications
ResearchArticles
Avatar
Online Reputation
Flickr
E-resumePublic speaking
Forums
YouTube
Website
RSSBlogs
Tagging
PodcastingMobile
Business Card
The evolution of communications requires a new approach
Resume
Brand Management & Touch Points
Attire
Work Product
Volunteer/Service
Leadership
Presence
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5 StepsEffective personal brands take time and effort.
1.Inventory Brand Assets– Get real about your current brand identity
2.Develop a (Brand) Plan– Define your desired brand identity
3.Align Brand Touch Points– Launch your brand plan
4.Manage, Leverage and Protect – Be consistently true to your brand
5.Measure and Realign– Update the presentation of your brand
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Personal Brand Footprint
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Rules of Engagement
What it takes
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Rules of Engagement
The one-size-fits-all approach will not work.
•Be Authentic•Be Diligent•Be Consistent•Be Relevant•Be Purposeful
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Execute your plan
Manage your brand
Avoid sitting on the bench
Learn the lingo
Stay active
Create a plan
• Seek new opportunities and experiences
• Build career portfolio• Develop competencies in
multiple communication disciplines
• Become a well-rounded professional
• Be active and visible• Expand professional and social
networks• Sharpen your skills and enhance
body of work
• Engage the executives through in-depth and substantive dialogue
• Align ideas with business objectives
• Reinvent yourself often• Develop your core
competencies through stretch goals and special projects
• Secure a mentor • Develop a support group• Adapt your course as necessary
• Carefully manage and continuously evolve your personal brand
• Differentiate yourself• Demonstrate your value
Rules of Engagement
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Resources
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Resources
What Color is your Parachute? Richard N. Bolles
Knowing your Value Mika Brzezinski
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Resources
You are the MessageRoger Ailes
The Power of Focus Jack Canfield
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Questions & Answers
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“Don’t let the fear of falling keep you from
knowing the joy of flight.”
Lane WallaceEditor, Flying Magazine
Final Thought
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Thank You!
Renée T. Walker, APRAssociate Vice President, University Communications
Central Michigan UniversityMount Pleasant, MI [email protected]
Presentation available at http://linkedin.com/in/reneetwalker