reene ho-phang managing director brandstory incasiaincforum.com/documents/the_brand_story.pdf ·...

REENE HO-PHANGManaging Director

BRANDSTORY INCreene@brandstoryinc.com

WHY IS BRANDING HOT?

• A Trust Mark, shortcuts the buying decision.

• Brand Value is Measurable

• Equity on Balance Sheet

• Access to Financing

• Evaluate Mergers & Acquisitions

• Justify Stock Pricing

• Impact Licensing & Franchising

• Assess Damages in Litigation

CEO PROFILING - PERSONAL BRANDING

THIS IS NOT A BRAND

WHAT A BRAND ISN’T

• Not just a Logo

• Not just a Corporate Identity System

• Not just a Product

• Not just a Colour or Graphic

• Not just a Character

• Not just an Environment

• Not just a Company

• A Brand is a person's GUT FEELING about a product, service, company or person.

• An aura, an invisible layer of meaning that surrounds your “brand”.

• When enough individuals arrive at the same gut feeling, a Brand happens!

• A Brand is not what you say it is. IT'S WHAT THEY SAY IT IS

SO, WHAT EXACTLY IS A BRAND?

GENUINE BRANDS

Defined by consumer’s mind’s eye

• Distinctive

• Emotional

• Innovative

• Leadership

• Aspirational

Dame Anita Roddick Martha Stewart Coco Chanel何丽玲

FAMOUS BUSINESS WOMEN

These women are Iconic Brands in their own right

How Did They Do It?

CREATING YOUR PERSONAL BRAND

STEP 1ADOPT A BRAND MINDSET

• Think like a brand

• Live the brand

• Deliver the brand promises

• Brand Culture

STEP 2BRAND ASSESSMENT

• How is the brand currently positioned?

• What do various stakeholders think?

• What is the opinion regarding the brand’s business, image and future position?

• What is the first word to come to mind when customers and non customers think of the brand?

• What kind of people are attracted to your brand?

CREATING YOUR PERSONAL BRAND

CREATING YOUR PERSONAL BRAND

STEP 3MARKET ASSESSMENT

• Who are your competitors? Where are they likely to go in the future?

• In terms of trust, awareness, user satisfaction, how do you fare against your competition?

• How has the industry developed historically and how is it likely to develop in the future?

CREATING YOUR PERSONAL BRAND

STEP 4CREATE YOUR BRAND DNA

• Brand Story

• Brand Name

• Graphic Logo, Byline & Tagline, Imagery, Music

• Brand Essence

CREATING YOUR PERSONAL BRAND

Family

Media

GeneralPublic

Detractors

Supporters

Friends

Suppliers

Co-workers

Business Associates

STEP 5MAP OUT YOUR BRANDING NETWORK

STEP 6 DISTRIBUTE YOUR BRAND

• What systems can you put in place for smoother communications?

• How to make your messages flow?

• Who ensures quality?

• Who drives efficiency?

• How do you sustain your brand visibility?

CREATING YOUR PERSONAL BRAND

“ Branding is nothing more than

creating a distinct personality

and then telling the entire world about it

anyway you can by hook or by crook ”

Tom Peters, Business Guru & Author

BRANDING

The Job Interview

WHO AM I?

PersonableDependableBrandStory

PERSONAL BRANDING

PERSONAL BRANDING

PERSONAL BRANDING

THANK YOU!