A Brand is a collection of perceptions in the mind of a consumer! Here is a quick reference breakdown of the differences for marketing, advertising, public relations and branding in a snapshot. Learn the 4 Steps for Creating a Successful Brand to empower and grow your business.
Marketing – Person who feels they are a great Marketer says it out loud to someone else – “I’m a great marketer.”
Advertising – The same message is then repeated by the same marketer Three Times.
Public Relations – You hear the same marketing message “He or she is a great marketer” from someone else about the Marketer.
Branding – You perceive and understand and then repeat the same message – “He or She is a great marketer.”
A brand is the difference between a bottle of soda and a bottle of Coke and some other cola.
A brand is the difference between a tablet and an iPad.
A brand is the difference between a luxury car and a Jaguar or a designer’s hand bag and a Gucci.
Brands are what people say about you when you’re not in the room. It could be a company brand, a brand promise or brand attributes but what it really comes down to is a brand is a promise to an audience. Promise + Experience = Relationship. Here are last year’s 2015 Top 10 Best Brands.
None of these organizations treat their brands as an afterthought. Rather, it serves as their key differentiator.
Personal Branding is the process by which individuals and entrepreneurs differentiate themselves by identifying and articulating their unique value proposition and then leveraging it across platforms with a consistent message and image to achieve a specific goal. When I teach branding to our customers, I tell them branding should be looked at similar to:
THE KITCHEN (The Craft / What You know) and THE DINING ROOM (The Delivery / How You Share It)
Personal brands allow Individuals to differentiate themselves by consistently articulating and leveraging their unique value proposition. If you’re not branding yourself, you can be assured that others are doing it for you.
Now, let’s get tactical. Here are the 6 P’s To Building a Personal Brand:
The Keys to Successful Personal Branding are to Be Authentic, Be Consistent and Be Seen!
To develop your brand, try starting with the Four Step Brand Process:
Step 1 – Discover your Brand. Who are you, what do you stand for and applying the Passion and Purpose to discovering your brand?
Step 2 – Develop your brand – This is the How, What for Planning and the People for 2 of the Ps applied.
Step 3 – Communicate your brand – this is the Play, the action plan and When.
Step 4 – Maintain your brand – the perseverance of the brand and applying the Clarity, Consistency, and Constancy!
Now let’s look closely at Step 1 for getting started.
INSIGHTS ABOUT YOU!
What are your goals? What personal drivers do you have inside you? What are your values? Once those are determined, now I ask what are you passionate about? *I am passionate about teaching others how to be successful in marketing and developing a successful marketing message that works for each person or company.
What are you known for? What do you have answers to? Maybe some or all of the above?
INSIGHTS FROM OTHERS:
How do others describe you? If you do not know, try asking people that REALLY know you their top three things they really admire about you and the three things they see for correction.
What about you make people stop, watch and say “WOW”?
Identify your target audience. Write a “day in the life” for a member of your target audience. This can be done by understanding your “unique value proposition.” Answer why are you the “go-to-person” for your field or area of expertise?
Choose three personal brand attributes that –
- Align with your goals
- Are authentic for you
- Relevant to your audience
Now it is time to write a one sentence brand promise that describes –
What value you are offering, whom it is intended for and what is your differentiation.
A good brand promise is short, easily memorized (less than 8 words) and simple and easily understood Ex: Nike: JUST DO IT! Remember, a good brand promise is a guide for decision making, provides focus for making decisions, helps you prioritize work and activities and is a communication tool.
Create a Communications Plan:
- Select a combination of vehicles to reach your target audience and that play to your strengths
- Choose key messages that support your brand attributes and unique value proposition
- Develop a timeline to implement that supports constancy in your communications
Remember, Clarity, Consistency, Constancy!
- Be clear on your messages for your audience
- Be consistent in your message across vehicles
- Be constant in your communications
See below for a great example of a Brand Communications Wheel.
Now it is time to start to “Google” yourself and set up Google Alerts to maintain that brand by reputation management.
I leave you with this:
Be consistent; “walk your talk.” Assess your brand at regular intervals and establish metrics for measurement. Gather feedback on a regular schedule and evolve to stay relevant because the best brands are flexible!