YZE UP · 2017-11-23 · UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage" Will help you deviate from the norm LEVITT HELPS US DEFINE “WHO ARE YOU REALLY

YZE UP CREATING A PERSONAL BRAND

Judith Mugeni, Strategic Thinker

StrictlyPrivateandConfiden2al

STARTING THOUGHT

“BEHIND EVERY SUCCESSFUL BUSINESS IS AN EFFECTIVE BRAND.

AND EVERY EFFECTIVE BRAND IS BUILT UPON THE FOUNDATION OF A STRONG

BRAND VISION”

Source:h6ps://roundhouse.cc/us/the-3-key-components-of-your-brand-vision-and-how-to-craB-your-brand-vision-for-success


3 KEY TAKEOUTS

1. Because you are a brand, you need to define your self, so you can communicate your uniqueness

2. Because you are a brand, you need to differentiate yourself from your “competitors” in the market place

3. Because you are a brand, you need to stay stay relevant, reinvent

WHAT IS A BRAND?

Whaaat?

WHAT IS A BRAND?

Whaaat?

1April1976,Cuper2no,California,UnitedStates

4September1998,MenloPark,California,UnitedStates

4April1975,Albuquerque,NewMexico,UnitedStates

29January1892,Georgia,UnitedStates


3 KEY TAKEOUTS

1. Because you are a NAME, you need to define your self, so you can communicate your uniqueness

2. Because you are a NAME, you need to differentiate yourself from your “competitors” in the market place

3. Because you are a NAME, you need to stay stay relevant, reinvent


SO…

“BEHIND EVERY SUCCESSFUL PERSON IS AN EFFECTIVE NAME/ IDENTITY.

AND EVERY EFFECTIVE IDENTITY IS BUILT

UPON THE FOUNDATION OF A STRONG NAME VISION”



AND…

BECAUSE WE ARE A NAME WITH SOMETHING UNIQUE TO OFFER WE HAVE A

TARGET AUDIENCE… Companies/workplaces

Consumers/Clients Line managers


3 THEORIES YOU NEED TO REMEMBER TO MAINTAIN YOUR UNIQUENESS…

Theodore Levitt

Marketing Myopia (1960)

1

Reference Groups

2Keller’s Brand Equity

3

WHY THESE THEORIES…

Theodore Levitt


1

Reference Groups

2Keller’s Brand Equity

3

Will help you define your

Vision Clearly…

Will help you define who YOU are in reference to the world…

Will help you deviate from the

norm…

Theodore Levitt


1


norm

UXSTRATUSA:JimKalbach,"ExperienceDesignastheNewStrategicAdvantage"


norm

LEVITT HELPS US DEFINE “WHO ARE YOU REALLY…” NOT ONLY NOW BUT FOR THE YEARS TO COME...

Source:thedistributorchannel.blogspot.com


norm

ARE YOU LOOKING AT YOUR NEEDS, OR THE NEEDS OR OPPORTUNITIES THAT ARE PRESENTED IN THE MARKET?

MARKETING MYOPIA: WHY ARE YOU DOING WHAT YOU ARE DOING?

“..a nearsighted focus on selling products and services, rather than seeing the “big picture”

of what consumers really want…” (Harvard business review, 2016)


norm

ARE YOU DEFINING YOURSELF SO NARROW THAT YOU DON’T SEE THE BIGGER PICTURE...? WHAT IS THE NEXT?

Source:h6ps://www.linkedin.com/pulse/ux-part-2-nobel-prize-goes-edward-wilson

Railroadlinesthoughttheywereinthetrainbusinessratherthanthetransporta2onbusiness...cars,trucksetc


norm

HOW YOU DEFINE YOURSELF WILL TELL YOU WHICH ZONES YOU PLAY IN… KODAK VS DIGITAL; VIDEO STORES VS CATCH UP; WATCH VS CELLPHONE;

IT ALL STARTS WITH A VISION…

“It inspires you to give your best and shapes your understanding of why you are doing what you do.”

TAKE HEART, YOU ARE A LEARNING INDIVIDUAL…FAILURE IS PART OF THE JOURNEY , LEARN TO ADAPT, GROW ORGANICALLY TO REALISE THE FUTURE YOU ARE HOPING FOR

Every year, a large majority of product launches fail. There’s debate about exactly what percentage—some say it is 75%, others claim it’s closer to 95%.

(Harvard business review, 2016)


norm

KEEP IN MIND…

YOUR TURN…WHAT BUSINESS ARE YOU IN? WHAT DOES SUCCESS/EXCELLENCE LOOK LIKE TO YOU? VISUALISE YOUR OPTIMAL DESIRED FUTURE YOU...

1.  WHAT IS YOUR VISION STATEMENT? WHERE DO YOU WANT TO BE?

Without thinking of constraints – Things that can stop you, put on your imagination and…

•  WRITE DOWN EVERYTHING FROM WHAT YOU WANT TO BE, •  WHAT ARE THE THINGS YOU WANT TO ACHIEVE,

•  WHAT YOU WANT TO DO AND WHAT YOU WANT TO HAVE IN YOUR CAREER/WORK/BUSINESS, PERSONAL LIFE

(FINANCIAL, SOCIAL RELATIONSHIPS, FAMILY, SPIRITUAL, PHYSICAL, HOBBIES)

IT ALL STARTS WITH A HOW THE WORLD PERCIEVES YOU…

“SO NOW THAT WE HAVE A NAME. A VISION. HOW DO WE BUILD THIS UNIQUE PROPOSITION FOR THE WORLD TO

EXPERIENCE?.”

NOW THAT YOU HAVE VISUALISED YOUR FUTURE, THE PEOPLE YOU SURROUND YOURSELF WITH WILL HELP YOU BUILD OR BREAK THAT VISION…

Reference Groups

2

YOUR TARGET AUDIENCE (BY EXTENSION YOU), IS INFLUENCED BY INTERNAL AND EXTERNAL FACTORS THAT SHAPE THEIR ATTITUDES, BELIEFS ETC. IF WE UNDERSTAND THESE, THEN WE CAN ENGAGE EFFECTIVELY....

REFERENCE GROUPS – WHAT ARE THEY?

“Any person or group of people who significantly influences an individual’s

behaviour”

REFERENCE GROUPS – WHY THEY ARE IMPORTANT

“They form as a point of comparison and serve as a guide in formulating

values ” “Help people navigate through life” “They help us understand societal

norms”

REFERENCE GROUPS – TYPES

ReferenceGrou

ps

Informal(Primary) Family,Friends,Co-workers,studygroups,roommates

Formal(membership)Clubs,SchoolGroups,

organiza2ons/businessgroupsandreligiousfellowships

Aspira2onalSuccessfulbusinesspeople,Moviestars,eliteathletes,andpublicauthorityfigures.

Nonaspira2onal Trytoavoidassocia2on

PrivateandConfiden2al

YOUR TURN…THE REFERENCE GROUPS THAT AFFECT YOUR BEHAVIOUR, ATTITUDES, THINKING

1.  WRITE DOWN ALL THE REFERENCE GROUPS IN YOUR LIFE IN THE FOLLOWING BRACKETS

2.  PEOPLE IN YOUR PRIMARY GROUP 3.  FORMAL ORGANISATIONS/MEMBERSHIP

4.  PEOPLE YOU ASPIRE TO BE/ WANT TO BE LIKE 5.  PEOPLE YOU WOULD RATHER NOT ASSOCIATE WITH

NOW LETS BUILD YOUR BRAND

Keller’s Brand Equity

2

YOUR TURN…THE REFERENCE GROUPS THAT AFFECT YOUR BEHAVIOUR, ATTITUDES, THINKING

LETS DO SOME WORK.. 5ws and 1h.

•  What are you? In brand terms product description, describe yourself…

•  Who are you targeting? Describe them… •  When are are the people you are targeting usually looking

for people like you? Time of the year… •  Where do the people you are targeting usually look for

people like you? Touch Points…. •  Why should the people you are targeting engage you?

What makes you special… •  How are you going to get the attention of the people you

are targeting?

KELLER: WHO ARE YOU?

YOUR GOAL IS TO CREATE BRAND AWARENESS Remember not just awareness but the right perceptions about you

KELLER: WHAT ARE YOU?

YOUR GOAL IS TO IDENTIFY AND COMMUNICATE WHAT YOUR BRAND MEANS AND WHAT IT STANDS FOR 1.  Answer the question : how well do you meet the “customers needs” at a

rational level (how do you compare to other candidates) 2.  Answer the question: how well do yo meet the “customers needs” at a

social and pyschological level (why are you different)

KELLER: WHAT ABOUT YOU

YOUR GOAL IS TO IDENTIFY HOW YOUR CUSTOMERS JUDGE OR FEEL ABOUT YOU 1.  Quality (actual and percieved) 2.  Credibility (expertise, trustworthiness and likability) 3.  Relevance/ Consideration (relevance to their unique needs) 4.  Superiority

KELLER: WHAT ABOUT YOU AND ME? MOST DIFFICULT LEVEL TO REACH

BRAND RESONANCE – HOW MUCH OF A CONNECTION WOULD I LIKE TO HAVE WITH YOU? 1.  This is what we call loyalty. 2.  You have achieved brand resonance when your customers feel a deep,

psychological bond with your brand. 3.  Behavioural Loyalty – they want to use your b rand over and over again.

How do you make them do this? 4.  Attitudinal Attachment- see you as special, there is no one like you 5.  Sense of Community – other people associated with you 6.  Active engagement – very interested in your brand


3 KEY TAKEOUTS

1. Because you are a NAME, you need to define your self, so you can communicate your uniqueness

2. Because you are a NAME, you need to differentiate yourself from your “competitors” in the market place

3. Because you are a NAME, you need to stay stay relevant, reinvent

PrivateandConfiden2al

YZE UP CREATING A PERSONAL BRAND

Judith Mugeni, Strategic Thinker

Documents

YZE UP · 2017-11-23 · UX STRAT USA: Jim Kalbach, "Experience Design as the New Strategic Advantage" Will help you deviate from the norm LEVITT HELPS US DEFINE “WHO ARE YOU REALLY