Social Brand…Creating Value

©2012

Dr Ira Kaufman

What is a Brand?

• A name, term, logo, design, symbol, personality, values or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller.

• Branding A brand is a customer experience represented by a collection of images and ideas.

Brands Create Value• Defining Value

– Clarify organizational values – Determine Value Proposition

• Designing Value – Define Brand Essence… your identify – Determine your Brand Promise

• Positioning- Segment Customers

•Communicating Value – Determine Image and Personality (logo)

Lego Branding

Brand EssenceArticulate your Identify

• Be who you are, become what you want to be in 3-5 words – Transparent – Honest – Consistent – Clear on your direction

• Humanize your brand – What is its persona, beliefs, passions?– Is your brand aligned with personnel, online

interactions

Lego Brand Essence

http://www.youtube.com/watch?v=qIZ2lua9aQA

Jobs on Brand Essence

http://www.youtube.com/watch?v=4yefGOif2WUhttp://www.youtube.com/watch?v=cFEarBzelBs

Brand Promise

“Value” delivered by organization to user• Properties• Perceived image• Organization’s “promises” • Expected results

Orthodontic Excellence • Our dynamic team is devoted to creating

smile masterpieces one patient at a time utilizing the latest in treatment techniques and technology. Our dedication excellence enables us to consistently exceed our patients' expectations of service, and positively impact our local community by providing exceptional care.

http://www.smilewithbraces.com/

https://www.facebook.com/orthosmileorthodontics

About the PresenterIra Kaufman, President. Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently he is Assistant Professor, Lynchburg College School of Business and Economics.

www.entwinedigital.com

LinkedIn:  http://www.linkedin.com/in/irakaufman Facebook:  http://facebook.com/irakaufman   Twitter:  http://twitter.com/ira9201