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Branding, Personal Branding, Bahman, Moghimi, University of Georgia
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The Samurai Group
The Samurai Group
Strategic Personal Branding
Get The Edgein
The Experience Economy
by,Bahman Moghimi
The Samurai [email protected]
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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 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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“Success Is The ProgressionOf A Worthy Ideal”
-- Earl Nightingale
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Competency Curve
Rise From The
“Sea of Sameness”
(vague vs. specialized)
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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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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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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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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 [email protected]
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Reasons Why1. Trust Person2. Respect Person3. Respect Company4. Product Benefits5. Product Price+ 11. Like-ability
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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 [email protected]
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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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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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Wall Of Indifference
Pierce The Veils Of Indifference
(don’t talk to strangers)
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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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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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