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Branding for Success

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'If you don't brand yourself, you can rest assured that ... Preconceptions. Trust. Roles. Access. Speed. Accuracy. Proof. Quotes. Visuals. Blather. Overload ... – PowerPoint PPT presentation

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Title: Branding for Success


1
Branding for Success
The AFP Leadership AcademyPresented by Potomac
Communications GroupOctober 2, 2009 Orlando,
Fla.
2
Why Is Branding So Important?
  • If you dont brand yourself, you can rest
    assured that others are branding you. And letting
    others brand you can be risky business.
  • Garr Reynolds

3
Branding v. Positioning
  • The part of the marketplace that you own or
    want to own
  • The strongest/most unique element of your
    competitive strengths
  • The word or phrase you own that differentiates
    you from competitors
  • Positioning defines how a brand compares to
    competing brands.
  • Positioning provides the contextual meaning for
    a brand.

4
Why Brand or Rebrand?
  • Competitive advantage or challenge
  • Change in business model
  • Change in capabilities (i.e., acquisitions,
    divestitures)
  • Relevance, effectiveness of current position

5
Strong, Effective Brands Are
  • Based in truthbut aspirational
  • Designed to differentiate you and your business
    from the competition
  • Developed strategically, not tactically
  • Rooted in strong commitment
  • Personal and represent a promise

6
Branding Examples Narrow Your Focus
7
Research Results To come
8
Branding Example Becks Beer
  • Heineken 1 First major imported beer in U.S.
  • Lowenbrau 2 Most popular German beer in U.S.
  • Becks no market position until
  • Becks Taste the most popular German beer in
    Germany
  • Becks is now 2 in U.S.
  • What happened to Lowenbrau?

9
Branding Characteristics
  • Market driven in context of your competition
  • Salient must mean something to customers
  • Credible reflects your position in the
    marketplace

10
Other Definitions to Consider
  • What is a brand?
  • How a company/enterprise/product/service is
    perceived
  • What it stands for its definition
  • Brand equity
  • The value of a company over (or under) its book
    value
  • Reputation
  • Good will at a point in time snapshot of brand
    equity
  • "Having or getting a reputation isn't a matter of
    choice. You either actively shape your reputation
    or you passively accept it."
  • Messages
  • What you want key audiences to know about your
    enterprise

11
How To Build Your Personal Brand
  • Invest some time to discover your brand
  • Determine what you need to say to buy that
    brand
  • Get quoted in the trade press (both development
    and the field you work in, like education)
  • Become a leader in the association (committees,
    major speaker at a conference, officer)
  • Author articles for the local paper even op
    eds.
  • Employ social media (LinkedIn, Twitter, blogs)
  • Get active
  • Work with the tools that AFP provides you

12
The right messages will help you reach your
audience, bridge differences and connect common
interests
13
Many Diverse Audiences
  • Donors
  • Customers
  • Regional media
  • Communities community leaders
  • Business leaders
  • Opinion leaders
  • Local regional science community
  • Civic groups
  • Local regional advocacy groups
  • National media
  • National legislators
  • politicals
  • National advocacy
  • groups
  • Industry critics
  • Policy makers
  • National science community

14
The Right Messages
  • Achieve these goals
  • Make your story easy to remember and relate to
  • Address or define the issue
  • Stake out your position
  • Look to the future
  • Pass these tests
  • Clear
  • Short, simple
  • Salient
  • Credible
  • Compelling
  • Should
  • Be aspirational
  • Compelling
  • Complement each other
  • Communicate the essence of your position

15
Candidate Clinton 1992
Goal Win election Its the economy
Universal health care coverage
Change vs. more of the same
16
What Are Your Messages?

17
Your Goal in Every Interview
  • You are not there to answer questions.
  • You are there to convey your messages
  • and tell your story.

18
A Goal in Every Venue
Audiences vary Audiences Like Audiences Dislike
Level of experience Vocabularies Points of view Preconceptions Trust Roles Access Speed Accuracy Proof Quotes Visuals Blather Overload Stonewalling Generalizations Exaggerations Deceptions and Lies
Your goal is to be heard, believed and trusted by
every audience
19
Things to RememberPreparation
  • Know why you are being interviewed
  • Ask how the interview will be used
  • Know what topics will be covered
  • Research the reporter
  • Know what you want to achieve
  • Choose a topic that helps you achieve
  • Be a credible source
  • Choose a topic you care about
  • Select details you can cover in the time allotted

20
Things to Remember Delivery
  • Say great things in simple terms
  • Repetition helps get your messages across
  • Visual aids such as props, flip charts and slides
    must complement the content
  • Prepare and Practice
  • Emphasize Three Messages
  • Anticipate Questions
  • Rehearse

21
Deliver Your Messages
  • 1..
  • 2..
  • 3..

22
Transition to Your Messages
  • To the contrary, I believe the most important
    point is
  • I think what people are really asking is
  • Rather than speculate
  • Im hearing very different messages from the
    people I speak with

23
Make Sure Its the Right Bridge
24
Heading Off the Cliff? Stop!
25
Things to Remember Preparing for a Media
Interview
  • Anticipate the easy and the difficult questions
  • Have short, positive and interesting answers
  • Pause and think before you answer
  • Go back and correct any mistakes yours or the
    questioners
  • Say you dont know if you dont, and follow up

26
Ways to Avoid Common Mistakes
  • Stay engaged and attentive
  • Assume each questioner knows something between
    nothing and everything
  • Reject hypothetical questions
  • Avoid repeating or using negatives
    (no, not, none, nothing, never)

27
Ways to Avoid Common Mistakes
  • Dont say no comment
  • Dont life or deceive
  • Dont speculate, guess or offer personal opinions
  • Dont make promises or guarantees

28
Performing for TV
  • Techniques
  • Communicate verbally and non-verbally
  • Deliver your soundbite
  • Maintain eye contact
  • Keep an engaged posture
  • Address the interviewer
  • Smile and be pleasant
  • Appearance
  • Simple and professional
  • Patterns
  • Colors
  • Shirts and blouses
  • Suits and dresses
  • Ties and scarves
  • Jewelry
  • Makeup

29
Other Broadcast Media
  • Radio
  • Its all in your voice
  • Stay brief and on message
  • Use notes, but dont shuffle paper
  • Print
  • Consider long shelf life
  • Use time to elaborate
  • Use anecdotes
  • Provide supporting information

30
AFP Resources Available to You
  • Model/Sample Chapter Communications Plan  
  • Online resources for chapter committee leaders
  • National Philanthropy Day Resources
  • AFP Code of Ethical Principles and Standards
  • Donor Bill of Rights

31
Resources
  • http//garrreynolds.com
  • http//www.personalbrandingblog.com
  • http//www.personalbrandingmag.com/
  • (Dan Schwabel)

32
  • Contact information
  • Leonard S. Greenberger, Partner
  • Phone 202-466-7391, x118
  • E-mail lgreenberger_at_pcgpr.com
  • Websites www.pcgpr.com

33
Branding for Success
The AFP Leadership AcademyPresented by Potomac
Communications GroupOctober 2, 2009 Orlando,
Fla.
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