Embed Size (px)
Citation preview
Building your BrandSteve Virtue M.A.Senior Director, Public Affairs & CommunicationsPDAC@stevevirtue
Monday, 11 March, 13
A BIT ABOUT YOU?
EXECUTIVES 31%
PRACTITIONERS 22%COMMUNICATORS 27%
NO CLUE 20%20% also had multiple responsibilities noted in the job title
Monday, 11 March, 13
Why are you here?
What do you want to know?
What do you have to contribute?
Monday, 11 March, 13
TODAY, YOU’RE GOING TO GO INTO SOME PRETTY INTENSE
DETAIL ABOUTMEDIA RELATIONS
COMMUNITY ENGAGEMENTISSUES & CRISIS MANAGEMENT
DIGITAL STRATEGY
Monday, 11 March, 13
PROJECT
DATE PRESENTATIONMARCH 2, 2013 #PDAC2013
THE NEXT 30 MINUTESWHAT IS A BRAND?
Monday, 11 March, 13
BRAND?What’s a
Monday, 11 March, 13
Monday, 11 March, 13
CONFUSING?
(photo: theadventuresofavalair.blogspot.ca
Monday, 11 March, 13
BRAND IS WHAT THEY SAY ABOUT YOU...
WHEN YOU’RE NOT IN THE ROOM
(photo: theadventuresofavalair.blogspot.ca
Monday, 11 March, 13
So what is a brand?Your website
• marketing strategy • Your employees• your products• logo
• What you say it is
Monday, 11 March, 13
So what is a brand?Your website
• marketing strategy • Your employees• your products• logo
• What you say it is
• your brand narrative
• iterative process• reputation• relationships• actions• your differentiator
• What They says it is
Monday, 11 March, 13
No, really. What’s a brand?A cornerstone is the first stone set in the construction of a solid structure.
Your operational plan guides business decisions about products and services and develops goals and expectations.
Your brand is the cornerstone for communications. Your brand strategy is the blueprint of your stakeholder experience and will frame all conversations about you.
Monday, 11 March, 13
Branding, Big vs. Small
Monday, 11 March, 13
$27.6B
Monday, 11 March, 13
Where does your Brand come from?
Mission/Vision/Values
Strategic & Operational Plans Brand Strategy
Monday, 11 March, 13
Where does your Brand come from?
Who/What
How/When Why
Monday, 11 March, 13
WHY = MOTIVATION (BRAND)
WHAT = PRODUCT
HOW = PROCESS
STARTWITHWHY.COM
Monday, 11 March, 13
BRAND
INVESTOR RELATIONS
COMMUNITYRELATIONS
MEDIA RELATIONS
SOCIAL MEDIACORPORATE
COMMUNICATIONS
WEB PRESENCE
EMPLOYEE ENGAGEMENT
WHY ARE WE TALKING ABOUT BRANDING?
GOVERNMENT RELATIONS
Monday, 11 March, 13
BRAND
INVESTOR RELATIONS
COMMUNITYRELATIONS
MEDIA RELATIONS
SOCIAL MEDIACORPORATE
COMMUNICATIONS
WEB PRESENCE
EMPLOYEE ENGAGEMENT
WHY ARE WE TALKING ABOUT BRANDING?
GOVERNMENT RELATIONS
Monday, 11 March, 13
Why is your
wife the smartest marketer
you know?
Monday, 11 March, 13
It’s not what you say,
its what you do.
Monday, 11 March, 13
Monday, 11 March, 13
Actions speak louder than
words
Monday, 11 March, 13
Your brand should tell a story...
Monday, 11 March, 13
It’s a cost centre that I can’t afford. How is a brand going to help my bottom line?Branding is a waste of my time.
Monday, 11 March, 13
BRAND
INVESTOR RELATIONS
COMMUNITYRELATIONS
MEDIA RELATIONS
SOCIAL MEDIACORPORATE
COMMUNICATIONS
WEB PRESENCE
EMPLOYEE ENGAGEMENT
HOW MANY STORIES ARE YOU TELLING?
GOVERNMENT RELATIONS
Monday, 11 March, 13
BRAND
INVESTOR RELATIONS
COMMUNITYRELATIONS
MEDIA RELATIONS
SOCIAL MEDIACORPORATE
COMMUNICATIONS
WEB PRESENCE
EMPLOYEE ENGAGEMENT
HOW MANY STORIES ARE YOU TELLING?
GOVERNMENT RELATIONS
Monday, 11 March, 13
Monday, 11 March, 13
Be Social
55% of Twitter users are 35 or older.
63% of Pinterest users are 35 or older.
65% of Facebook users are 35 or older.
79% of LinkedIn users are 35 or older.
royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
Monday, 11 March, 13
Integrated brand communications, win.
Monday, 11 March, 13
a penny earned.
A penny saved is
Monday, 11 March, 13
What does it cost to fix your brand?
estimates suggest that small and medium-size businesses spent about $1.6 billion managing their online reputations in 2011. It expects the figure to grow to more than $5 billion by 2015
Read the fine print
Monday, 11 March, 13
53% of American adults use search engines to look for information about each other
Number one source (78%) of trust in brand reliability comes from recommendations of other consumers
2010 study 70% of companies have rejected candidates based on the candidate's online reputation, but only 7%of Americans believe it affects their job search
87% of consumers look at a CEO’s reputation when judging the reputation of the company
Does brand really matter?
pewinternet.org switched.com, www.gilpinesd.com www.webershandwick.com
Monday, 11 March, 13
The merger of personal & professional brands
Personal Brand
Professional Brand
Monday, 11 March, 13
Personal Brand
What do you think?
Professional Brand
Monday, 11 March, 13
You’re brand matters...
PRICELESS...?
Monday, 11 March, 13
Nothing you say will fix you’re brand. Nothing.
Monday, 11 March, 13
No, really. Im serious.
Monday, 11 March, 13
It’s what you do that will fix you’re brand. Period.
Monday, 11 March, 13
