Stc spectrum2014 amy-friend-mirror-mirror-brand-final
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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