Transcript SIABExpressFINAL27June2005

Memory Story






Vision
Foundation
Three steps
Madonna
Three Cs
Emotion






Map
Starbucks
Six
Pyramid
Web address
Photograph
The Reach™ 1-2-3 Success! Process
EXPRESS
You Are a Gem
EXPRESS
Get Your
Message
Out
The ‘ilities’

Visibility

Credibility
The Communications Wheel
Articles
Newsletter
Articles
Web
BlogSpeaking
Newsletter
Volunteer
Sponsorship
Interviews
Speaking
Web
Volunteer
Activities
Sponsorships
What’s Your Message
Articles
Newsletter
Speaking
CONTENT
Web
Articles
Web
BlogSpeaking
Newsletter
Volunteer
Sponsorship
Interviews
Volunteer
Activities
Sponsorships
“Express yourself,
don’t repress
Yourself.”
Madonna
Benetton
Have Others Speak For You

Testimonials, references and case
studies
Focus But Don’t Limit Yourself

The serendipity factor
Build Your Media Plan

Research all possible options for each
communications vehicle

Create your complete list of options

Develop selection criteria
 Prioritize

Schedule

Implement
Moving Your Audience Through
The Funnel
A
Awareness
C
Consideration
T
Trial
B
Buy
Don’t Be
Changin’ When
You Should Be
Samin’
You Can’t Spell Brand
Without the Letter “C”
CLARITY
CONSISTENCY
CONSTANCY
Tell Your
Brand
Story
Using Your Brain
Facts
Numbers
Ideas
Feelings
Words
Details
Pictures
Formulas
Stories
x
“I don’t think there
Is anything worse
than being ordinary. You
are the story teller of
your own life. You can
create Legend or not.”
Tom Peters
Rate Your Communications Skills





One-on-one
Email
Presentations
Phone
Writing
Presentations




Know your audience
It’s not about you, it’s about serving
them
Put your brand into your
presentations
Take every opportunity
Email






Decide if it is the right vehicle
Change the subject line to reflect the
actual content
Provide an introduction to set the
scene
Use font features to help with clarity
Provide contact details
Ensure your branding
Writing





Practice. Practice. Practice.
Partner with someone
Talk instead of typing
Use the fewest words
Provide exec summaries for long
documents
Phone



Have an agenda - know what you
are going to say
Don’t leave long-winded voicemails
Get permission – Is this an OK time
to speak?
One-on-One




Use your empathy
Listen twice as much as you speak
Sum up
Use eye contact, body gestures and
read them, too
If You Don’t
Show Up in
Google, You
Don’t Exist
Persona Propaganda
Google has created the concept of
the “Public Resume” — a new kind of
pervasive DigiTruth.
An industry will soon evolve to help
you manage that public personacreating the perfect online profile,
optimizing your Google search, giving
you control over your digitized public
identity.
Build Your
Brand in
Bits and Bytes
Long Live Web Portfolios
Your Web Site





Go for quality over quantity
Make it easy for your target to find
what they are looking for
Move them through ACT-B
SEO
Get them to leave their email
address
Be Lazy It’s Good for
Your Brand
Oprah – The Caring Brand
Human
Concerned
Empathetic
Genuine
Warm
The Human Spirit Drives Everything That I Do.
Madonna –The Chameleon Brand of
Entertainment
Dynamic
Bold
Trend Setting
Shocking
Strong
Unexpected
Female
Talented
I set the trends, staying one step ahead and never looking back.
The Three Cs of Branding…
C_
_R_T_
LA
I Y
C_NS_ST_NC_
O I E Y
C_NST_NC_
O
A Y
Summary
 Express yourself to your target audience
 Practice the Three Cs of branding
 Create a combination of visibility and
credibility
 Develop your media plan and turn it into
a communications action plan
 Manage your on-line identity
 Remember: Strong brands don’t go into
hiding
Memory Story






Vision
Foundation
Three steps
Madonna
Three Cs
Emotion






Map
Starbucks
Six
Pyramid
Web address
Photograph