PDAC2013 communications course
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The document is a presentation about building your brand. It discusses that a brand is defined by what others say about an organization when it is not present. It also summarizes that a brand comes from an organization's mission, vision, values, strategic and operational plans, and brand strategy. Finally, it emphasizes that actions are more important than words in defining a brand and fixing a brand if issues arise.
PDAC2013 communications course
- 1. Building your Brand Steve Virtue M.A. Senior Director, Public Affairs & Communications PDAC @stevevirtue Monday, 11 March, 13
- 2. A BIT ABOUT YOU? EXECUTIVES 31% COMMUNICATORS 27% PRACTITIONERS 22% NO CLUE 20% also had multiple responsibilities noted in 20% the job title Monday, 11 March, 13
- 3. Why are you here? What do you want to know? What do you have to contribute? Monday, 11 March, 13
- 4. TODAY, YOU’RE GOING TO GO INTO SOME PRETTY INTENSE DETAIL ABOUT MEDIA RELATIONS COMMUNITY ENGAGEMENT ISSUES & CRISIS MANAGEMENT DIGITAL STRATEGY Monday, 11 March, 13
- 5. THE NEXT 30 MINUTES PROJECT WHAT IS A BRAND? DATE PRESENTATION MARCH 2, 2013 #PDAC2013 Monday, 11 March, 13
- 6. What’s a BRAND? Monday, 11 March, 13
- 7. Monday, 11 March, 13
- 8. CONFUSING? (photo: theadventuresofavalair.blogspot.ca Monday, 11 March, 13
- 9. BRAND IS WHAT THEY SAY ABOUT YOU... WHEN YOU’RE NOT IN THE ROOM (photo: theadventuresofavalair.blogspot.ca Monday, 11 March, 13
- 10. So what is a brand? Your website • marketing strategy • Your employees • your products • logo • What you say it is Monday, 11 March, 13
- 11. So what is a brand? • your brand Your website narrative • marketing strategy • iterative process • Your employees • reputation • your products • relationships • logo • actions • your differentiator • What you say it is • What They says it is Monday, 11 March, 13
- 12. 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
- 13. Branding, Big vs. Small Monday, 11 March, 13
- 14. $27.6B Monday, 11 March, 13
- 15. Where does your Brand come from? Mission/Vision/Values Strategic & Operational Brand Strategy Plans Monday, 11 March, 13
- 16. Where does your Brand come from? Who/What How/When Why Monday, 11 March, 13
- 17. WHAT = PRODUCT HOW = PROCESS WHY = MOTIVATION (BRAND) STARTWITHWHY.COM Monday, 11 March, 13
- 18. WHY ARE WE TALKING ABOUT BRANDING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONS Monday, 11 March, 13
- 19. WHY ARE WE TALKING ABOUT BRANDING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONS Monday, 11 March, 13
- 20. Why is your wife the smartest marketer you know? Monday, 11 March, 13
- 21. It’s not what you say, its what you do. Monday, 11 March, 13
- 22. Monday, 11 March, 13
- 23. Actions speak louder than words Monday, 11 March, 13
- 24. Your brand should tell a story... Monday, 11 March, 13
- 25. 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
- 26. HOW MANY STORIES ARE YOU TELLING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONS Monday, 11 March, 13
- 27. HOW MANY STORIES ARE YOU TELLING? INVESTOR RELATIONS MEDIA RELATIONS SOCIAL COMMUNITY CORPORATE MEDIA RELATIONS COMMUNICATIONS WEB BRAND PRESENCE EMPLOYEE GOVERNMENT ENGAGEMENT RELATIONS Monday, 11 March, 13
- 28. Monday, 11 March, 13
- 29. 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
- 30. Integrated brand communications, win. Monday, 11 March, 13
- 31. A penny saved is a penny earned. Monday, 11 March, 13
- 32. What does it cost to fix your brand? Read the fine print 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 Monday, 11 March, 13
- 33. Does brand really matter? 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 pewinternet.org switched.com, www.gilpinesd.com www.webershandwick.com Monday, 11 March, 13
- 34. The merger of personal & professional brands Personal Professional Brand Brand Monday, 11 March, 13
- 35. What do you think? Personal Professional Brand Brand Monday, 11 March, 13
- 36. You’re brand matters... PRICELESS...? Monday, 11 March, 13
- 37. Nothing you say will fix you’re brand. Nothing. Monday, 11 March, 13
- 38. No, really. Im serious. Monday, 11 March, 13
- 39. It’s what you do that will fix you’re brand. Period. Monday, 11 March, 13
- 40. @stevevirtue svirtue@pdac.ca Monday, 11 March, 13