Personal branding moghimi

transcript

The Samurai Group

Strategic Personal Branding

Get The Edgein

The Experience Economy

by,Bahman Moghimi

B.Moghimi@yahoo.co.uk

The Samurai GroupB.Moghimi@yahoo.co.uk

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OBJECTIVES

Create Awareness On Personal Branding

Take Home Ideas You Can Implement

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The Foundation OfPersonal Branding

P + A + B = RPerception + Attitude + Behavior = Reality

M + M + M.C = RMessage + Media + Market.Customer = Results

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Personal Brands

The Next Revolution!

(manufacturing revolution)

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I AM A BRAND!

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Personal Brand PowerNow More than Ever

A Brand EquatesGreater ROI

Visibility, Profits, Impact

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Personal Brands

Personal Brands sit at the VERY Pinnacle of Relationships. If done right; once

established it is “virtually” impossible for any person to Break the Emotional Dialog, your Brand is communicating between You

and Your Target Market.

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Get The Edge!What Words, Phrases, Emotions Do You Own?

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Be An Orange!Stand Out In The Barrel Of Apples

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“Success Is The ProgressionOf A Worthy Ideal”

-- Earl Nightingale

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Personal Branding

Personal Development

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Competency Curve

Rise From The

“Sea of Sameness”

(vague vs. specialized)

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Trusted Advisor

(the center of influence)

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The Big Lie!

We’ve Been Taught That

Information is Power!

Information is NOT Power…

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“Its not what you are that counts, but what people think you are.”

-- Joseph Kennedy

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The Reality

Its NOT That You Have To Think Like A CEO; Its That you HAVE To

Be Perceived As A CEO

(Jack Welch to Hugh Heffner)

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Ideal CEOJack Welch

Anita RodickSteve Case

Herb KelleherLee Iacocca

Howard Schultz

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Ideal Sports Figure

Michael Jordan ($200)Arnold PalmerTiger Woods

Hakeem Olajuwon ($45)

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Ideal Positions

• Tony Robbins - Stage• Tom Hopkins - Stage• Mark Victor Hansen - Stage• William E Bailey - Stage + Mentor

(co-branded)

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Image Is What They See, A Brand Is What They Think &

Feel, It Conveys Ownership!

(attract / repel)

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Personal Brandingis a 2-Step Process

1) Strategic 2) Tactical

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3 Definitions Of A Brand

Marketing

Investor

Personal

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MarketingA represents a promise, an internalized sum of all impressions received by clients, resulting in a distinctive position in their mind’s eye, based on perceived benefits that conveys a trust through the brand’s personality, an intrinsic value to the customer. The brand equals the communication, equals the message, equals the promise conveyed.

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InvestorA Brand is an identifying symbol, words, or mark that distinguishes a product or company from its competitors. It is an intangible asset, a promise to a market which provides a competitive advantage. Appears as goodwill on the balance sheet of the acquirer in the amount by which the purchase price exceeds the net tangible assets of the acquired company’s brand.

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Personal Brand?

The unfair advantage every individual has by capturing the value of our Personal Characteristics, Attributes and Life Experiences in a package that we effectively communicate to our audience, leveraging the specific ‘use value’ that comes from our Unique TalentTM. (intrinsic genius)

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What Does a Brand Represent?• Positive Expectation (benefits)• Promise to your Market • Preferred (privileged) Position • Owns Equity of the Mind• Highest Level of TRUST• Unique (cannot be copied)

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Attributes of Personal Brand

• Genius Quality• Unique Ability/Talent • Experiences (glue)• Ancestral or Heritage • Personality or Style• Philosophy or Beliefs • Integrity & Ethics

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"Experience is knowledge, everything else is information"

-- Albert Einstein

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Experiences

Equate Credibility

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Unique Experiences

• Specialized Knowledge Creates aHigher Use Value(specialist vs. generalist)

• Ownership, YOU are the Undisputed Authority

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Certain Things

Building A Personal Brand is NOT about doing Certain Things; It's about doing

Certain Things in a certain way…

[Communicating Certain Things In A Certain Way To Certain People]

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Story TellingThe vast majority of great leaders in history have been great Story Tellers

Source: Toastmasters International

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Metaphorical Story“A Great Brand is a story that’s never completely told. A brand is a metaphorical story that connects with something very deep, a fundamental appreciation of mythology. Stories create the emotional context people need to locate themselves in a larger experience.” Scott Bedbury, Creator of Nike & Starbucks

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The Brand Dialog

What Does Your External Dialog Say To Your World?

Example: Martin Luther King

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BRAND EXAMPLE

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Richard Branson, Virgin“The idea that business is just a numbers

affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m

convinced that it is feelings – and feelings alone – that account for the success of the Virgin brand in all of its myriad forms.”

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The (Psychological) Ideal

1. A Brand is Unique; It Cannot be Copied• A process can be copied; once copied it

becomes a commodity• Commodity Sales, Marketing, Advertising

2. A Brand like Matter, cannot occupy the same space in a persons mind!

3. Conscious & Subconscious DialogB.Moghimi@yahoo.co.uk

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Wheaties

The Breakfast Of Champions

Special K

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One Word

Branding is Summed-up as

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Reasons Why1. Trust Person2. Respect Person3. Respect Company4. Product Benefits5. Product Price+ 11. Like-ability

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Managing Your Brand

Your Personal

Communication

& Positioning

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Brand Promise

Defines the intended reason [mind-share] and emotional benefits [heart-share] from the brand consumer's point of view, capturing their imagination.

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Questions To Answer

1) What emotions will your brand touch?2) What expectations will your brand create? 3) What experiences will your brand provide?

The sum of these questions equals a position in the mind called brand ownership. You gain preferredstatus in their mind and become the choice!

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“You do not merely want to be the best of the best. You want to be

considered the only one who does what you do.”

Remember from Bahman:

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Brand Identity (the package) Seeks to articulate one key idea again and again: whatever you do, be sure to communicate your brand consistently, every time.

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Connection With Market

Personal Brands help YOU make a real connection with your market so that you earn their business again, again and again.

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Personal Brands

Establish AuthenticityCommunicate Value with Clarity

to your Brand’s Consumers

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Congruency

Jack Welch -- LeadershipNelson Mandela -- FreedomMartin Luther King -- Justice

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Why Personal Branding Now?• Who do you TRUST more?• Who is more likely to do the RIGHT thing?• Who is more likely to be

ACCOUNTABLE for their actions?

Corporations or People?

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Technology vs. People

“The Great Crossover”

(we must take control back)

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Chaos“There will be more confusion in the business world in the next decade than in any decade in history. And the current pace of change will only accelerate.”

Steve Case, CEO, Time WarnerB.Moghimi@yahoo.co.uk

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Specialize

You MUST be DISTINCT and COMMUNICATE YOUR

DISTINCTION or YOU will be EXTINCT!

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Questions To Ponder

• How do people perceive you?• What does the world think you stand for?• What is the “brand gap” between your

brand's perception and reality?

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Personal Brand

What Words, Phrase or Emotions Are Evoked?

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Language

What Language Are YOU Speaking?

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Unique PackagingCan you describe your Personal Brand’s –• Brand Mission? [external, includes clients]• Brand Description? [how you are perceived]• Brand Stand for? [what are you known for]• Brand Personality? [fun, serious]• Brand Packaging? [consistent]• Brand Presentation? [congruency]

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Questions To Ask?

1) What business is your Personal Brand in? 2) What is superior about the “use” value

you offer your brand’s consumers? 3) What differentiates your personal

brand from those in your position?

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Discovery Questions1) What kind of knowledge do you enjoy acquiring and

sharing?2) Are your current tasks aligned with your life’s goals?

How?3) What kind of advice do you give people (inside and

outside) your profession? 4) What kind of advice do others ask you? What are

you known for? 5) What area have you had the most personal study

(training) over the last 3 - 5 years?

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Who Are You?What do People Think When They See You?

(at a party)

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Perception & Reality

What is the Biggest Misconception About You?

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Brand Wake-up Questions!Have you ever considered that you are a Brand? What is your Personal Brand?

How would you define it? What is your perception of your Personal Brand?

What is your markets perception of your Personal Brand? Define? What is

the ‘reality’ of these perceptions? How far apart is the Gap between the

Perception (internal) and Reality (external) of Your Brand? How are you

managing the ‘reality’ of these perceptions within your market? How is your

Personal Brand special or distinct? What unique talents do you have? Is your

Brand’s message aligned and congruent with your market? How can you

demonstrate that your Personal Brand is trustworthy? Cool?

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METHODS

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3M’s

Message + Media + Market2

= Powerful Brand!

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Wall Of Indifference

Pierce The Veils Of Indifference

(don’t talk to strangers)

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Specialize Or Die!

(promote job insecurity)

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Unique TalentFrank Sinatra Doesn't MOVE Pianos!

*Unique TalentTM is the only thing we grow in by Massive Leaps throughout our life and never become

bored with. Its how we are wired! Its who we are!

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Why Personal Brands Fail• Ignorance, People FAIL to recognize they are a Brand!• Try to be All Things to all people [Need Laser Focus]• Fail to tap into their True Passion/Unique Talent in Life • Professionals don’t realize their External Perception• Lack of consistency in behavior and image portrayed • Right Message, Wrong Market! • Fail to recognize Competitors Brand [Emotion]• Fail to have a Mentor to Advise them (lone wolf) • Fail to Reposition properly against another brand

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Branding Methodologies• Networking• Newsletters• Interest Mail• Post Cards• Letter Series• Testimonial Letters• Referrals

• Personal Website• E-Mail• Multimedia • Adjunct Professor• Write A Book• Networking Club• Speaker

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Branding Methodologies• Testimonials• Mentoring• Association Boards • Community Boards• Letters To The Editor• Tips, Trends &

Surveys

• Camera Opportunities• Calendar Listings• Endorsement Letters• 800# • Brochures• Create A Worthwhile

Event (Sales Major)

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Branding Methodologies• Press Releases• Publish Articles• Write A Column • Contribute to Pubs• Radio/TV Interview• Host Radio/TV Show• Audio/Video Tape

• Alliances• Joint Ventures• Co-Branding• References• Case Studies• Stories • Sponsor An Event

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CONCLUSION

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The Experience EconomyWe live to pay for the experience!

•Coffee Beans – Commodity2 cents

•Cup of Coffee – Diner 50 cents

•Latte – Starbucks3 dollars

•Espresso – St. Mark's Square, Italy15 dollars

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FUN Brand Names•Archibald Leech – Cary Grant•Cherilyn Shakisian – Cher •Tom Mapother – Tom Cruz •Bernie Schwartz – Tony Curtis •Margaret Hyra – Meg Ryan •Eugene Orowitz- Michael Landon •Francis Grum – Judy Garland •Issur Danielovitch – Kirk Douglas•Donald Drumpf – Donald Trump

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Last Words…A Personal Brand Must Sincerely Care about Achieving Destiny! “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.”

Tom Chappell, CEO, Tom’s of Maine

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Personal branding moghimi

Education