harnessing the power of your brand. what’s in a brand?

Harnessing the Power of YOUR Brand

What’s in a brand?

WHAT’S YOUR USP- IQ?

Brands Come FromUnique Selling Propositions (USP)

So why do you want a brand anyway?

Seth Godin says...

A brand is...[Prediction of what to expect]

Multiplied by [Emotional power of that expectation]

Expectation x Emotion

Where do you get one?

• What you say about yourself– Motivated– Competitive– Distracted– Adaptable– Committed– Humorous

– What others say about you• Smart• Energetic• Reliable• Hard working• Passionate• Tenacious• Generous• Mean

Brand as Body Armor

NOW YOU’RE TALKING...TARGETS AND TOOLS

“If you want to grow a valuable brand, my advice is to keep awareness close to zero among the people you're not ready for yet, and build the most predictable, emotional experience you can among those that care about you.”

Talk to Your Target (not to yourself)

REMEMBER JARED’S PANTS

Tell your brand through sticky stories

WHAT WOULD GOOGLE SAY?

• Conduct an online audit• Where does your organization “live” online• What happens on Google, Bing, Yahoo ?

– Who’s showing up on the first page

• Is the story about you positive?• Is it clear? • Do you have any skeletons? Problems?

VISITED YOUR WEBSITE LATELY?

Go there now...

• Did it show up well in organic searches?

• Does it tell a sticky story?• Is it long in the tooth?• Does it look like the

organization you believe you are part of?

• Are you tracking your analytics and what are they saying?

WORK ON YOUR “SOCIAL SKILLS”

• Are people talking about you? – Do you know where to

look?• Facebook, Youtube,

Twitter, Flickr, blogs, forums, message boards...and on...and on

• Are you responding?• Is your competition?

Still waiting for the fad to fade? 2/3 of Americans are using social media – a 230%

increase since 2007 60% of US web users visit social networks regularly Fastest growth in social media is 45 and up Youtube is #2 search engine; 178 Million US users

watched an average of 14.7 hours of videos in July. 1/3 of women 18 to 34 check Facebook first thing in

the morning; 21% check it at midnight.

So Why Wade – or Dive – In?

• Network• Build awareness and

loyalty of your brand• Improve customer

service• Get feedback from

customers/users• Research• Gaining customers/sales

• Generate media hits online and/or traditional media outlets

• Crisis communication• Increase the SEO rank of

your website by linking• Offer customers

discounts, promotions• Recruiting!

BUT, WHAT ABOUT THE OTHER STUFF?

Tried and True Still Worth Trying

• Public Relations packs a punch

• Professional networking • Advertising to your

target• Sponsorship activation• Direct mail

How to Find Me

• Colleen Troy • colleen@touchptcom.com• Twitter @colleenrt• Touchpoint Communications website:

www.touchptcom.com• Blog: www.touchptcom.com/news