The customer never buys what you think you sell. Peter Drucker

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1 YOUR IS MORE THAN YOUR LOGO MAY 12, 2015 LEADINGAGE NC SIMPLEST DEFINITION OF A The customer never buys what you think you sell. Peter Drucker ANSTEY HODGE SENIOR 2 SIMPLEST DEFINITION OF A Branding is what people say about you when you are not in the room. ANSTEY HODGE SENIOR 3 1

2 SIMPLEST DEFINITION OF A A brand is a promise. It is the gut feeling a consumer has about your company. ANSTEY HODGE SENIOR 4 ESSENCE Brand essence is the single most compelling thing we can say about the brand. ANSTEY HODGE SENIOR 5 7 ELEMENTS OF ESSENCE SINGLE- MINDED UNIQUE DURABLE ESSENCE EXPERIENTIAL AUTHENTIC CONSISTENTLY DELIVERED RELEVANT ANSTEY HODGE SENIOR 6 2

3 ESSENCE Authentic Athletic Performance Fun Family Entertainment Rewarding Everyday Moments Safe ANSTEY HODGE SENIOR 7 VALUE ANSTEY HODGE SENIOR 8 THE SUBARU LOVE PROMISE ANSTEY HODGE SENIOR 9 3

4 THE SUBARU LOVE PROMISE ANSTEY HODGE SENIOR 10 SOUTHWEST HEART Without a heart, it s just a machine. ANSTEY HODGE SENIOR 11 SOUTHWEST HEART ANSTEY HODGE SENIOR 12 4

5 5/29/15 RITZ CARLTON Memories by the Ritz Carlton ANSTEY HODGE SENIOR 13 RITZ CARLTON ANSTEY HODGE SENIOR 14 NORDSTROM Nordstrom Rules: Rule #1: Use your good judgment in all situations. There will be no additional rules. ANSTEY HODGE SENIOR 15 5

6 5/29/15 NORDSTROM ANSTEY HODGE SENIOR 16 TEL HAI: THE HILL OF LIFE ANSTEY HODGE SENIOR 17 TEL HAI: LOGOS FOR SERVICE ANSTEY HODGE SENIOR 18 6

7 TEL HAI: DINING VENUES ANSTEY HODGE SENIOR 19 WHAT S IN A NAME? ANSTEY HODGE SENIOR 20 SO DO YOU KNOW YOUR COMMUNITY S? *YOUR IS NOT YOUR MISSION STATEMENT ANSTEY HODGE SENIOR 21 7

8 Branding is not Rocket Science. Branding is not Brain Surgery. ANSTEY HODGE SENIOR 22 HOW YOU ARE PERCEIVED BY YOUR CUSTOMER Website Direct Mail WHAT MAKES YOU UNIQUE Sales Kit Events Marketing Media Placement Social Media Apps ANSTEY HODGE SENIOR 23 WHAT QUESTIONS DO I ASK TO FIND MY COMMUNITY S? ANSTEY HODGE SENIOR 24 8

9 THE QUESTIONS How do customers think of you? How do you want to be thought of? ANSTEY HODGE SENIOR 25 THE QUESTIONS WHY ANSTEY HODGE SENIOR 26 SIMPLEST DEFINITION OF A PERSONAL Branding is what people say about you when you are not in the room. ANSTEY HODGE SENIOR 27 9

10 THE 9 BE S OF PERSONAL ING Be likeable Be consistent Be memorable Be different Be passionate Be engaged Be interactive Be personable Be creative ANSTEY HODGE SENIOR 28 KEY TAKEAWAY Be awesome ANSTEY HODGE SENIOR 29 YOUR PERSONAL ANSTEY HODGE SENIOR 30 10

11 YOUR PERSONAL The intersection of your reputation, your aspirations and who you really are as a person and as a professional. Reputation: What are you known for? What does everyone come to you for? Aspirations: What do you hope to achieve? ANSTEY HODGE SENIOR 31 YOUR MANTRA What can you say about who you really are in 8-9 words? ANSTEY HODGE SENIOR 32 YOUR PERSONAL & SOCIAL MEDIA All of your profiles should be relevant to who you are. All photos should be on brand as well. Curate content Make new connections ANSTEY HODGE SENIOR 33 11

12 Thank you for your attention today. ANSTEY HODGE SENIOR 34 12