Connect Yourself – from the “Digital World” to the “Real World of Business Relationships”

January 19, 2012 Pan Pacific HotelVancouver

Marketing “You” – Digital vs. Real

1. Your Brand = Your Success2. Leveraging the Power of One3. Fear of Success?

• Creates new connections/enables leveraging existing relationships

• Creates a level playing field – all can play• Connect in real time• State your opinion & viewpoint unhindered• A game changer – new opportunities and

realities

Social Media –Your Friend

Social Media - Your Foe

• Can become a barrier to genuine human connection

• Can create an “mask” behind which people hide and make claims, assertions and assume rights and privileges

• Enables personal “Shadow Branding”

People Lie More In Emails Than Face to Face

When getting to know new people, about 70% of people lie about things ranging from their feelings to their achievements... deception is higher over email than in face-to-face meetings.

In a study of undergraduates' 15-minute conversations with same-sex individuals, those using email had 5 times more lies per word communicated than those speaking face to face. Lying appears to be more common when the communicator is psychologically and physically distant from the person receiving the message.

- Mattitiyahu Zimbler and Robert S. Feldman of the University of Massachusetts.

Remember…• Relationship are personal• Trust is built over time• “Communication” is critical:

• Verbal• Non – Verbal• Personality• Intuition

Competitive PressureHIGH LOW

IVStrategic

III PartnerPreferred

II Supplier Value Added

I ServicesCommodity

Perception of YouSELLER SOLUTION

PROVIDER

Defining Your Market Position + Brand

Start with WHY

1. Know your “Why”Do you have a compelling and inspiring answer to the question: “Why should I deal with you?” Most people don’t!

2. What are you passionate about? Work for free if you had to.

3. Play to your Strengths Know what you are good at and

leverage it.

What is your Why?WHY? (Your Vision)• Purpose/Belief/Values• Why do you what you do  HOW? (Your Mission)• What differentiates you•  Your passion/commitment/standards

WHAT? (Your Values)• Your knowledge, approach/philosophy, experience, successes, • Your USP/UVP – (Unique Selling/Value Proposition)

– Adapted – Simon Sinek, Start With Why

Your “Why” Determines Your Marketing Plan

• Brand Positioning• Selling• Advertising• Public Relations• Publicity• Sales Promotion

The Value of Your Personal Brand• What You Do Reveals Who You Are

– My brand represents…– Compelling reason for dealing with me is…– My values and principles are…– Product strengths are…– My value proposition is…

Be Real and Connect

Your Message Must Connect With:

1 Head

Logic

2 Heart

Emotion

3 Gut

Desire

Key Factors for Connecting With your Market

• Geography — Where are your customers? • Demographics — Who are they? • Psychographics — Their “soft”

characteristics: values, attitudes, interests and lifestyle choices.

• Transactional — How do they like to do business with you?

The Power of One

Positioning your brand to stand out!

Competitive PressureHIGH LOW

IVStrategic

III PartnerPreferred

II Supplier Value Added

I ServicesCommodity

Perception of YouSELLER SOLUTION

PROVIDER

Defining Your Market Position + Brand

Your Brand – Competitive?

Your Brand – Distinct?

Your Brand – Breakthrough?

Brand Definition

• A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business. A legally protected brand name is called a proprietary name. – Source: Wikipedia

Perception – Real or Deceived?

"The first rule of sales and marketing is not "You are who you are." It is "You are who you appear to be.“

Harry Beckwith, You Inc.

What does your brand communicate?

Your “Virtual” Brand

• YouTube• Facebook• Twitter• LinkedIn• Blogs

Your “Real” Brand

• Is your brand:–Strong–Neutral–Weak–Don’t

know?

Personal Branding

• Personal branding is more than self-promotion. To build a successful personal brand you must be self-aware and honest with yourself.

• Define what you stand for and can offer in order to clearly communicate your value. 

Personal Branding

Conduct a self assessment to identify who and what you are. Determine what your strongest attributes and qualities are. Character is a critical component in becoming a brand that can be trusted and highly valued.

Brand Expectations"A great brand raises the bar - it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters.“

- Howard Schultz (President, CEO, and Chairman of Starbucks)

Play To Your Strengths

Strengths Finder 2.0 Most people compensate for weaknesses Few people leverage their strengths Consistently perform with excellence Respond instinctively Naturally think, feel and behave Make it look “easy”

Play To Your Strengths

Make Your Move!!

Key Factors to Differentiate Yourself

1. Your Attitude2. Your Perception3. Your Knowledge4. Your Motivation5. Your Commitment

What are your FAB’s?Features: Characteristics, attributes and abilities.Advantages: Advantage of your features.Benefits: Benefits of your features & advantages.

• What are your "product's" greatest assets?• What am I willing to talk to anyone about?• What areas require improvement?• What should be dropped?• What am I ignoring?• What am I afraid of?

Exercise: You as a Cereal Box

Do you have the “Fear of Success”?

You’ve reached your goal, do you have the gumption to maintain it or do you sabotage your own success?

Competitive PressureHIGH LOW

IVStrategic

III PartnerPreferred

II Supplier Value Added

I ServicesCommodity

Perception of YouSELLER SOLUTION

PROVIDER

Defining Your Market Position + Brand

Not As Advertised??

"Prospects do not buy how good you are at what you do. They buy how good you are at who you are."

- Harry Beckwith 

The Largest Limiting Factor: FEAR

"Think of yourself on the threshold of unparalleled success. A whole, clear, glorious life lies before you. Achieve! Achieve!“

- Andrew Carnegie

Fear: What is it?

Fear is something that each of us deals with on a daily basis.  We all have fears that relate to our family, our health, our job, our future and every area of our life. We must overcome these fears, or at the very least not let them hinder our ability to realize our full potential.

FEARFalse Expectations Appearing Real

90% of all the things we fear will not happen to us and the remaining 10% are beyond our control.  Susan Jeffers - Feel the Fear and Do It Anyway

Fear: What is it?

• When you let fear and the accompanying stress control your thinking, you become afraid of trying something new or taking risks. Many people sabotage their own success because of perceived weaknesses or inabilities.• When we are worried or afraid of a situation or event, we concentrate on the problem or weakness to the point where we are unable to look for solutions or options. 

Overcoming FEAR

Brand Building Barriers

FEAR of:– Failure– Success

Competitive PressureHIGH LOW

IVStrategic

III PartnerPreferred

II Supplier Value Added

I ServicesCommodity

Perception of YouSELLER SOLUTION

PROVIDER

Defining Your Market Position + Brand

Your Brand:

What’s next??

visit mykison.com

Contact Ralph

Kison Inc.

Airport Executive Park, Suite 35, 10551 Shellbridge WayRichmond, British Columbia Canada V6X 2W9t: 604.284.5133 e: ralph@kison.com

On the web: www.kison.com www.mykison.com