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 ANSTEYHODGESENIOR.COM @AHSENIOR 2 SIMPLEST DEFINITION OF A Branding is what people say about you when you are not in the room. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 3 1
SIMPLEST DEFINITION OF A A brand is a promise. It is the gut feeling a consumer has about your company. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 4 ESSENCE Brand essence is the single most compelling thing we can say about the brand. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 5 7 ELEMENTS OF ESSENCE SINGLE- MINDED UNIQUE DURABLE ESSENCE EXPERIENTIAL AUTHENTIC CONSISTENTLY DELIVERED RELEVANT ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 6 2
ESSENCE Authentic Athletic Performance Fun Family Entertainment Rewarding Everyday Moments Safe ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 7 VALUE ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 8 THE SUBARU LOVE PROMISE ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 9 3
THE SUBARU LOVE PROMISE ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 10 SOUTHWEST HEART Without a heart, it s just a machine. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 11 SOUTHWEST HEART ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 12 4
5/29/15 RITZ CARLTON Memories by the Ritz Carlton ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 13 RITZ CARLTON ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 14 NORDSTROM Nordstrom Rules: Rule #1: Use your good judgment in all situations. There will be no additional rules. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 15 5
5/29/15 NORDSTROM ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 16 TEL HAI: THE HILL OF LIFE ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 17 TEL HAI: LOGOS FOR SERVICE ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 18 6
TEL HAI: DINING VENUES ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 19 WHAT S IN A NAME? ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 20 SO DO YOU KNOW YOUR COMMUNITY S? *YOUR IS NOT YOUR MISSION STATEMENT ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 21 7
Branding is not Rocket Science. Branding is not Brain Surgery. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 22 HOW YOU ARE PERCEIVED BY YOUR CUSTOMER Website Direct Mail WHAT MAKES YOU UNIQUE Sales Kit Events Email Marketing Media Placement Social Media Apps ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 23 WHAT QUESTIONS DO I ASK TO FIND MY COMMUNITY S? ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 24 8
THE QUESTIONS How do customers think of you? How do you want to be thought of? ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 25 THE QUESTIONS WHY ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 26 SIMPLEST DEFINITION OF A PERSONAL Branding is what people say about you when you are not in the room. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 27 9
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 ANSTEYHODGESENIOR.COM @AHSENIOR 28 KEY TAKEAWAY Be awesome ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 29 YOUR PERSONAL ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 30 10
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 ANSTEYHODGESENIOR.COM @AHSENIOR 31 YOUR MANTRA What can you say about who you really are in 8-9 words? ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 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 ANSTEYHODGESENIOR.COM @AHSENIOR 33 11
Thank you for your attention today. ANSTEY HODGE SENIOR ANSTEYHODGESENIOR.COM @AHSENIOR 34 12