REENE HO-PHANG Managing Director BRANDSTORY INCasiaincforum.com/documents/The_Brand_Story.pdf ·...
Transcript of REENE HO-PHANG Managing Director BRANDSTORY INCasiaincforum.com/documents/The_Brand_Story.pdf ·...
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WHY IS BRANDING HOT?
• A Trust Mark, shortcuts the buying decision.
• Brand Value is Measurable
• Equity on Balance Sheet
• Access to Financing
• Evaluate Mergers & Acquisitions
• Justify Stock Pricing
• Impact Licensing & Franchising
• Assess Damages in Litigation
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CEO PROFILING - PERSONAL BRANDING
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THIS IS NOT A BRAND
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WHAT A BRAND ISN’T
• Not just a Logo
• Not just a Corporate Identity System
• Not just a Product
• Not just a Colour or Graphic
• Not just a Character
• Not just an Environment
• Not just a Company
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• A Brand is a person's GUT FEELING about a product, service, company or person.
• An aura, an invisible layer of meaning that surrounds your “brand”.
• When enough individuals arrive at the same gut feeling, a Brand happens!
• A Brand is not what you say it is. IT'S WHAT THEY SAY IT IS
SO, WHAT EXACTLY IS A BRAND?
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GENUINE BRANDS
Defined by consumer’s mind’s eye
• Distinctive
• Emotional
• Innovative
• Leadership
• Aspirational
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Dame Anita Roddick Martha Stewart Coco Chanel何丽玲
FAMOUS BUSINESS WOMEN
These women are Iconic Brands in their own right
How Did They Do It?
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CREATING YOUR PERSONAL BRAND
STEP 1ADOPT A BRAND MINDSET
• Think like a brand
• Live the brand
• Deliver the brand promises
• Brand Culture
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STEP 2BRAND ASSESSMENT
• How is the brand currently positioned?
• What do various stakeholders think?
• What is the opinion regarding the brand’s business, image and future position?
• What is the first word to come to mind when customers and non customers think of the brand?
• What kind of people are attracted to your brand?
CREATING YOUR PERSONAL BRAND
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CREATING YOUR PERSONAL BRAND
STEP 3MARKET ASSESSMENT
• Who are your competitors? Where are they likely to go in the future?
• In terms of trust, awareness, user satisfaction, how do you fare against your competition?
• How has the industry developed historically and how is it likely to develop in the future?
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CREATING YOUR PERSONAL BRAND
STEP 4CREATE YOUR BRAND DNA
• Brand Story
• Brand Name
• Graphic Logo, Byline & Tagline, Imagery, Music
• Brand Essence
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CREATING YOUR PERSONAL BRAND
Family
Media
GeneralPublic
Detractors
Supporters
Friends
Suppliers
Co-workers
Business Associates
STEP 5MAP OUT YOUR BRANDING NETWORK
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STEP 6 DISTRIBUTE YOUR BRAND
• What systems can you put in place for smoother communications?
• How to make your messages flow?
• Who ensures quality?
• Who drives efficiency?
• How do you sustain your brand visibility?
CREATING YOUR PERSONAL BRAND
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“ Branding is nothing more than
creating a distinct personality
and then telling the entire world about it
anyway you can by hook or by crook ”
Tom Peters, Business Guru & Author
BRANDING
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The Job Interview
WHO AM I?
PersonableDependableBrandStory
PERSONAL BRANDING
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PERSONAL BRANDING
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PERSONAL BRANDING
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THANK YOU!