whats your carrot personal branding = image management
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Personal motivation and educationTRANSCRIPT
What’s Your Carrot?
Setting Goals That Keep You Striving and Driving
By W. Hall, Marketing Professional: Practicing “Mother Nature Marketing” –
Bringing powerful concepts that impact like a winter storm… but with execution as calm as a summer rain.
Exercising My Passion
• Exercised My Passion Outdoors, weekly through 2006– Spent 50+ nights under the stars
– Weekly climbed 2m to 5m ft. on a weekend single day
– Covered approx. 15 to 40 mi. per week (Mtn. Miles)
• Fit to play “my” equivalent of golf“Golf widows suffer from more games than just golf.” Karen Hall (My wife)
My Form of Golf
Surprise! You Have A Problem
• Dec. 2003 -- I got a BIG surprise
• Jan 2004 -- From bad to worse– New Years Day was a BAD wake-up
Road to Recovery • Drs… What do they know?!• 3 Weeks --10 miles per day on the street• 5 weeks later -- Mt. Lowe, 10 mi. & 4m ft. of gain • After 3 months -- 11,000 ft. winter backpack• At 6 Months -- Mt. Whitney Mountaineer’s
Route… or Bust!
My Carrot
In Search Of…
• Training everyday but Sunday
- “I thought you were a Bagman”
- “Do you live here?”
• Mother Nature Marketing Was Born
My Carrot
I DID IT!!! May, 15 2004 On TOP!!!
Do You Fully Know Yourself… and Where You Want to Go?
Now is the time to learn
•Make Preparations•Establish a Goal•Devise a Plan
•Navigate Obstacles•Land
Find your Carrot
Expedition Prep, In Climbers SpeakMake Preparations Training, Conditioning, Skills, Gear
Establish a Goal the Problem
Devise a Plan the Route & Bearings
Navigate Obstacles the Crux
Land Return to BC Safely
Expedition Prep… “In Climbers Speak”
Make Preparations… “Training, Conditioning, Skills, Gear”
Know Thy self• Better/deeper than you ever thought possible
• Study the “you” in yourself– Personality/Interest Profiles:
• Myers Briggs/Strong (Most robust)• DiSC (Validation)• I Opt (Validation)
• Do the due diligence…not as easy as you may think– Commercial variations (30 sec., 1 to 2 min. Elevator Speech , 5 min. Intro.)– 7-Stories (Best for Situational Interviews)– Notable Accomplishments – Awards– Key word list– Target company/industry list– Answers to tough questions (including anticipated situational Qs)– Vision (where in 5 years)– Mission / Career Objective (Obsolete but a useful thought process)– Brand Positioning– Value Proposition (The Promise)– Brand Statement
• Define your brand through CIP (a continuous improvement process)– You don’t have to get it right the first time
Prepare
Develop “YOU” Like a Business Think of it as a Strat. Plan
1. Vision – Aspiration
2. Mission (the old obsolete Career Objective) – What you represent
3. Personal SWOT Analysis – Strengths, Weaknesses, Opportunities, Threats
4. Brand Statement – Who am I/What am I/What do I do?
5. Value proposition – the Promise
6. The 4 Ps –• Product = What skills, experience, successes do I bring • Price = What is my acceptable salary range (including perks) and benefit needs• Promotion = How will I connect with opportunities, what is my search strategy• Place = Am I willing to relocate, and if so what are my location requirements
Prepare
Start With Your Personal Inventory
Fun Exercise: Dissect one of your favorite commercials- ID what makes it resonate with you
- Apply those attributes to "your" persona
- Teaches to separate "self" from the "product“
Great Examples (Wendell’s World of Wow):- E-trade Babyhttp://www.youtube.com/watch?v=BG-Ef07rNs8&feature=related
- Johnson & Johnsonhttp://www.youtube.com/watch?v=2PVeOq60GcA
- Perrier http://www.youtube.com/watch?v=DlfaSVxdCs8&feature=related
- REI http://www.youtube.com/watch?v=VZh_7vMSZxY&feature=relmfu
•List your key personality attributes• List your defining experiences and successes• Remove your persona (self-image)
Prepare
Incorporate Passions That Define “You”
• It Does not have to relate to business “initially”– You will link business later
• What evokes your “passions”
• Be unique/memorable -“cull yourself from the herd”
• Helps define “oneself”
• Gets you vested in your “positioning”
Prepare
Establish a Goal… the “Problem”
Expedition Prep… “In Climbers Speak”
Personal Branding...What Does Your Brand Say?
• One of the most overused terms today – “Branding”
• One of your most powerful communication tools – “Branding”
“ When I hear branding my eyes glaze over.” Unnamed colleague • There lies the dichotomy… love it or hate it, branding is too important to ignore
• Branding = image management that improves the value proposition
"Good branding positively affects price elasticity." Frank Wanderski
* i.e. People (or employers) are willing to pay more, or chose in favor of, simply because
they perceive a greater value.
Goal Set
Best Product vs. Best Brand
• Don't confuse best functioning "product" with best "brand“– Lexus vs. Toyota, Ford vs. Jag, Chrysler vs. Mercedes
• Facebook? Vs. MySpace?– Facebook's brand is still evolving
• This applies to personal brands too– The best candidate doesn’t always get the job– The best personal “brand” usually will win
• Like it or not it is often all about image
Goal Set
“Good” Branding Test
• Awareness: Do you understand / believe the product & benefits?
• Resonate: Do you connect with the message, product or person?
• Perception: Does it create a positive image?
• Efficacy: Does it Move you viscerally
• Activation: Does it Cause you to Act / Buy / Order / Hire
Goal Set
The Personal Branding Process
Personal Inventory = Understanding Your Talents
Creating Your Brand = Image Management– Branding “Ladder-up” steps:
Personal Attribute Inventory
Link your Passions for Uniqueness
Positioning to Define and Differentiate
Create an Image
Brand Essence
Goal Set
The Ultimate Goal… Brand Essence
Illusive
Aspirational
Most brands never achieve it
Many “major” brands never achieve it
Work in progress
Goal Set
• Imagery "automatically" associated
• Words not necessary
Brand EssenceGoal Set
Brand Essence -- Another Form of Carrot
A Few That Made It:
• McDonalds
• Starbucks
• iPod
Brand Essence
Goal Set
Did These Mega Brands Achieve It?
• Microsoft
• Wal-Mart
• Target
• Costco
• Sam’s
• Healthy Choice
• Hunts
• Apple Computer
• “iAnything“ from Apple (Phone, Pod, Pad)
• Virgin America Airlines
Strong Personal Brands
• Does not necessarily mean “Famous” or “Liked”
• Notable Personal Brands:– Oprah Winfrey– Tycoons: Donald Trump, Warren Buffett– Authors: Tom Clancy, Clive Cussler, Stephen King– Innovators: Stephen Jobs, Gates, Zuckerberg– Philanthopist: Jimmy Carter– Sports: Chad Ochocinco, Yogi Berra
Famous Yogisms It ain’t over till it’s over.
A nickel ain't worth a dime anymore.
Always go to other people's funerals, otherwise they won't come to yours.
Baseball is ninety percent mental and the other half is physical.
Congratulations. I knew the record would stand until it was broken.
I just want to thank everyone who made this day necessary.
I never said most of the things I said.
I think Little League is wonderful. It keeps the kids out of the house.
I wish I had an answer to that because I'm tired of answering that question.
Half the lies they tell about me aren't true.
Devise a Plan… the Route & Bearings
Expedition Prep… “In Climbers Speak”
Incorporate Passions That Define You
Example of my passion that defines me: 1) The Outdoors and Nature
• Mother Nature is my therapist…
Therapist…Really?!!
• Now She’s my “Muse”
2) Brand Statement: I practice my own brand of marketing called “Mother Nature Marketing”
This is the practice of delivering powerful concepts that impact like a winter storm… but with execution as calm as a summer rain.
Plan
My “MN” Marketing ManifestoBrand building is business building... so says Mother Nature. To stay
competitive in today's fast paced, crowded communications world, it's crucial that product benefits and communications be interruptive, impactful and efficient when talking to "your" consumer. Oh, yes, they need to be motivated too. They need to be motivated to act on your product or service.
But to do our job the best we must stay above the frantic pace. We must think and act fast... but clearly. That's where my friend, advisor, muse and sometimes my therapist, steps in. You may know her as Mother Nature. I know her as the calming, head-clearing peace that washes over me to give me clarity of vision for effective decision making.
Our qualifications, mine and my best friend Mother Nature's, include years of success in a broad range of marketing assignments, working in roles as diverse as brand management, product management, product development channel and customer marketing.
Plan
Also Check Out My Mother Nature Marketing Blog at http://wendellhall.wordpress.com/
Navigate Obstacles… the Crux
Expedition Prep… “In Climbers Speak”
Keep On Keeping On• Stay Relevant
– Keep your old skills sharp by doing– Learn something new
• Remain Active and Vital– Be a Servant Leader, volunteer & help others– Continue to study “yourself” (You)– Refine your brand (continuous improvement)
• Connect with Others– Network– Get an Accountability coach or a team
• Renew yourself – Get in touch with your “spiritual” side– Do “happy” exercise regularly– “Celebrate” small victories
• Find Your Carrot!
overcome
Obstacles
Best Job Of Building A Personal Brand... Without Trying
Mattie Stepanek – 13 yr old philosopher on Oprah, Suffered from a rare form of muscular dystrophy
• Passed in 2004 just prior to his 14th birthday• His last full sentence in life, Mattie told his mother:
“Choose to inhale. Do not breath simply to exist.
That's not always easy, but always worthy.”
Overcome
Obstacles
Land… “Return to BC Safely”
Expedition Prep… “In Climbers Speak”
http://www.youtube.com/watch?v=O98Xq_QbkKg
Punch, the YouTube Video
PUNCH_final_7_26.mov
Land
Mother Nature Says…Keep On Keep’n On
Ankh Ankh
• Ancient Egyptian hieroglyph
• Adopted by Christian symbolism and given the name crux ansata
• Means life and zest for life
Land
NAMASTE
“The divinity in me bows to the divinity in you" "The spirit in me respects the spirit in you"
“Pease and Blessings”