Harnessing the Power of YOUR Brand
What’s in a brand?
WHAT’S YOUR USP- IQ?
Brands Come From
Unique Selling Propositions (USP)
So why do you want a brand anyway?
Seth Godin says...
A brand is...
[Prediction of what to expect]
Multiplied by
[Emotional power of that expectation]
Expectation x Emotion
Where do you get one?
• What you say about
yourself
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Motivated
Competitive
Distracted
Adaptable
Committed
Humorous
– What others say about
you
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Smart
Energetic
Reliable
Hard working
Passionate
Tenacious
Generous
Mean
Brand as Body Armor
“If you want to grow a valuable brand, my advice is to keep awareness
close to zero among the people you're not ready for yet, and build the
most predictable, emotional experience you can among those that care
about you.”
NOW YOU’RE TALKING...TARGETS
AND TOOLS
Talk to Your Target (not to yourself)
REMEMBER JARED’S PANTS
Tell your brand through sticky stories
WHAT WOULD GOOGLE SAY?
• Conduct an online audit
• Where does your organization “live” online
• What happens on Google, Bing, Yahoo ?
– Who’s showing up on the first page
• Is the story about you positive?
• Is it clear?
• Do you have any skeletons? Problems?
VISITED YOUR WEBSITE LATELY?
Go there now...
• Did it show up well in
organic searches?
• Does it tell a sticky story?
• Is it long in the tooth?
• Does it look like the
organization you believe
you are part of?
• Are you tracking your
analytics and what are
they saying?
WORK ON YOUR “SOCIAL SKILLS”
• Are people talking
about you?
– Do you know where to
look?
• Facebook, Youtube,
Twitter, Flickr, blogs,
forums, message
boards...and on...and on
• Are you responding?
• Is your competition?
Still waiting for the fad to fade?
 2/3 of Americans are using social media – a 230%
increase since 2007
 60% of US web users visit social networks regularly
 Fastest growth in social media is 45 and up
 Youtube is #2 search engine; 178 Million US users
watched an average of 14.7 hours of videos in July.
 1/3 of women 18 to 34 check Facebook first thing in
the morning; 21% check it at midnight.
So Why Wade – or Dive – In?
• Network
• Build awareness and
loyalty of your brand
• Improve customer
service
• Get feedback from
customers/users
• Research
• Gaining customers/sales
• Generate media hits
online and/or traditional
media outlets
• Crisis communication
• Increase the SEO rank of
your website by linking
• Offer customers
discounts, promotions
• Recruiting!
BUT, WHAT ABOUT THE OTHER
STUFF?
Tried and True Still Worth Trying
• Public Relations packs a
punch
• Professional networking
• Advertising to your
target
• Sponsorship activation
• Direct mail
How to Find Me
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Colleen Troy
colleen@touchptcom.com
Twitter @colleenrt
Touchpoint Communications website:
www.touchptcom.com
• Blog: www.touchptcom.com/news