Post on 09-Apr-2017
“ ” All of us need to understand the importance of Branding. We are ceo’s of our own companies: me inc. To be in business today, our most important job Is to be the head marketer of the brand called you. -Tom Peters in “Fast Company”
• introduction • literature review • research methodology • results
- survey - case studies
• conclusions & recommendations
“ ” Branding is about understanding The brand values and positioning, And developing an expression Across the various media. -Melissa Davis in “More Than a Name: An Introduction to Branding”
objectives awareness Who? success
Q1. Do successful leaders with personal branding achieve a place in the top-of-mind of consumers?
Q2. What is the general idea of the concept of personal branding, and who needs it?
Q3. Is company success influenced by their leaders personal brand?
objectives awareness Who? success
Q4. Can personal branding, included in the business or marketing strategy, positively influence the financial development of a company?
Q5. Which industries can personal branding benefit?
“ ” Personal brand is the powerful, clear, Positive idea that comes to mind Whenever other people think of you”. -Peter Montoya in ”The Brand Called You”
“ ” Personal brand is an asset that must Be managed with the intention of Helping others benefit from having A relationship with you and/or by being associated with your work and the industry you serve. -Glenn Llopis for Forbes
61% Out of 300
Rejected candidates For social media profiles And interaction
SOURCE: REPPLER
92% Social media is
imperative
68% Are into blogging
54% Make use of
google+
57% Make use of
17% Make use of
58% Think that
content is king
SOURCE SOCIAL MEDIA REPORT
Source: Weber Shandwick
66% of consumers believe that the image of a CEO can affect the reputation of the organization
Employees 49% link the company’s reputation to the CEO’s image
59% of consumers said that “are influenced by what top leaders communicate”
ceo
how to create a personal brand Brand mantra
(1) finding an “emotional appeal”
(2) describing the “emotional appeal”
(3) understanding the purpose
implementation
(1) master your craft first
(2) be known for something
(3) leverage what you have
consistency
(1) transform the personal into business
(2) use social media to keep business brand personal
(3) if it doesn’t match your personal brand, don’t do it
• mixed format - cualitative - cuantitative
• Primary source: survey • secondary source: books, Interviews, audiovisuals.
hypothesis “ ”
Business equity can be increased through successfully implemented personal branding of senior management within a company’s marketing strategy.
100% THINK OF STEVE JOBS AND APPLE
76% THINK EVERYBODY SHOULD HAVE PB
54% WERE NOT SURE OF THE CEO OF VIRGIN RECORDS
93% AFFIRM IT AFFECTS
HIRING PROCESS
54% LEADERSHIP, GRAPHIC LINE
71% BELIEVE IT SHOULD BE INCLUDED IN A PLAN
cases Steve jobs • richard branson • kelly cutrone • gary vaynerchuk
COPY
RIGHT
: ALBER
T WAT
SON
SOURC
E: h5p://ho
wtomakeadiffe
rence.ne
t/2008/11/ric
hard-‐branson
/
SOURC
E: h5p://www.le
veledm
ag.com
/2012/08/kelly-‐cutrone
-‐real-‐talk/
SOURC
E: h5p://www.in
c.com/issie-‐la
powsky/gary-‐vayne
rchu
k-‐ho
w-‐to-‐get-‐he
ard-‐on
-‐social-‐m
edia.htm
l
hypothesis “ ”
Business equity can be increased through successfully implemented personal branding of senior management within a company’s marketing strategy.
ACCEPTED
• every employee (senior management) should develop a personal branding strategy. • brand equity, awareness and financial development of a company are positively impacted by the implementation of personal branding strategies.
recommendations For individuals For managers For companies
(1) identify your core product. (2) consistency and persistence are key. (3) create an iconic look and style. (4) include strategic diversification strategies.
(1) develop a graphic line (2) produce content (3) be honest and genuine
(1) invest in the development of personal branding for employees
• the success of including recruitment campaigns as a marketing tool to create word of mouth. • Different behavior of different age, cultural, and gender groups.
MARKETING | ADVERTISING | GRAPHIC DESIGN