Building YOur Brand

1. Building YOur Brand Brian Hutchison a.k.a “Global Career Guy” PhD, LPC, CCCE Janet Wall – CEUOneStop.com EdD, CCSP, CDFI

2. Overview of Today Objective: To provide an opportunity to explore and possibly shift perspectives on branding and marketing practices. Method: Dialogue while “PowerPointing”. Agenda: • A short and relevant history of branding. • Branding concepts • Using ICT tools for brand implementation • Summary and resources

3. What does this tell us about Brands? 2700 B.C., Egypt-- branding was a mark of identification used to prevent theft of cattle. Old Norse “Brandr”--meaning to burn.

4. Bread Brands 1266 English bakers required by law to mark bread with uniquely identifying marks or symbols.. Provided a means to correctly track loaves of bread to the bakery of origin.

5. Career professionals compete for “market share” with…?

6. A Little About Brand Identity… • How people differentiate a valuable product or service, one worthy of loyalty, from mere commodities. • Brand identity encompasses the primary features that make us distinct from others. • Brand identity is an intangible asset that can be the most valuable asset of our profession.

7. BRAND IDENTITY • What is the essence of what you are selling/ being? • This can only be one thing… • What image, word, or idea captures this all by itself? • Basically, “If you could only communicate one, basic thing what would it be?” Brand Identity: distinct from all others

8. And …Brand Implementation • Brand Implementation refers to the consistent application of brand identity and has two primary components: • Brand image - The psychological or symbolic construct created in a target audience’s mind. • Brand experience - action perceived by a person.

9. BRAND IMAGE – YOUR BRAND IDENTITY MADE PUBLIC • Color • Font • Style • Core Message • Basically, “What’s Your Vibe” and “What does it say about you?” Brand Image: Psychological or symbolic construct created in target audience’s mind

10. BRAND EXPERIENCE – the movement • Color • Font • Style • Core Message • Basically, “What’s Your Vibe” and What does it say about you? Brand Image: Action

11. organizing ICT tools for brand implementation

12. Social Media Tools and Finishes

13. Will Cover Three Categories of Tools • Website • Video • Podcasting (Audio)

14. Why Use a Website for Branding • Establishes a presence – communicates your brand value • Helps build trust – customers get to know you • Helps you get found - SEO • Adding blog posts, video, audio, documents, etc. to your website keeps it fresh and interesting • You can leverage social media to get attention for your website • You can update easily with new information and keep your audience engaged • EXPECTED

15. Website/Blogging Tools BASIC LinkedIn EXAMPLE: YOUR LINKEDIN PROFILE CHARACTERISTICS: Resume reflection; expected/required for attention FREE WEBSITE TOOLS WordPress.com Blogger (Google) Squarespace Wix.com Weebly Many others EXAMPLE: https://careerdevelopmentmusings.wordpress.com/ CHARACTERISTICS: Minimal editing; less flexibility; free to minimal cost; self-hosting; domain includes the hoster’s name e.g. HOSTED WordPress.org EXAMPLE: www.CEUonestop.com Many hosting companies like Host Gator, Siteground, Bluehost, Go Daddy have “easy” website creator tools CHARACTERISTICS: highly capable and flexible, learning curve; requires a hosting company; cost for hosting, theme/template, and for domain name CUSTOMIZED DreamWeaver html CHARACTERISTICS: Highly capable; far more complex; helpful to know html; probably requires a capable web designer; $$; will likely cost to maintain and update; still requires a hosting company and domain name Simple, Low Cost Complex, Higher Price

16. Tips for a Quality Website • Give it a professional look • Make it easy to navigate • Use key words for good SEO • Content is king; provide content people want to read/view

17. Why Use Video for Branding • Personal branding videos help to gain trust • Creates an emotional connection with your audience • Information retention is much higher compared to text • 4 billion views on Facebook every day • YouTube -- 1 billion users; 300 hours of video posted every minute • Companies claim it has increased business; good return on investment • Uses: vlogs, teaching/training, marketing

18. Video Tools BASIC Phone Facebook Live EXAMPLE: globalcareerguy CHARACTERISTICS: Little editing; authentic; quickly available BASIC ++ iMovie Movie Maker Webcam Zoom (free version) CHARACTERISTICS: Minimal editing; free; generally available on your computer/phone ADVANCED EDITING Splice for iPhone Magisto for iPhone https://www.nchsoftware.com/capture/index.html (record via webcam; screen casting; can record screen and webcam simultaneously; record audio; add captions CHARACTERISTICS: editing software, highly capable and flexible, learning curve HIGHER QUALITY/PROFESSIONAL Camtasia Studio Production EXAMPLE: https://www.youtube.com/watch?v=xMGy4iv9hKc CHARACTERISTICS: Highly capable; can add transitions; music; animations, audio, green screen; labor and equipment intensive; learning curve For studio production, technicians and special rooms and lighting generally are required; Can create highly professional videos Simple, Low Cost Complex, Higher Price

19. Tips for Quality Video • Be Authentic • Set the Right Tone (trust, connection) • Think About your Audience First • Create as High a Quality as You Can Afford in Both Time and Cost • Experiment • If you are recording yourself, watch lighting, distractions, sound quality

20. Why Use Podcasting (Audio) for Your Branding • Personal -- because you are delivering it • Easy to create • Portable -- can download and listen anywhere • Time efficient -- people can do other tasks while listening • On demand –- people can listen when ready • Can be disseminated via social media/your website • Expands your influence/value

21. Podcasting Tools SIMPLE AUDIO RECORDING Audacity CHARACTERISTICS: Simple to learn and use; creates and mp3 file you can post to social media, your website; can add music tracks; use your computer microphone or headset FREE HOSTING Audio Uploaded for Sharing on Hosting Platform Like Soundcloud, Podbean, etc. EXAMPLE: https://soundcloud.com/user-843947917/robots-in-the-workplace/s-4M5j7 CHARACTERISTICS: Minimal editing; less flexibility; free to minimal cost; better quality requires better equipment; free versions have limited storage PAID HOSTING FOR MORE STORAGE Soundcloud, Podbean, Libsyn, Amazon S3, Spotify, Fireside Consider co-host/interviewee CHARACTERISTICS: Paid hosting runs from $5-$30/month; need better microphones, may need skype recording over the Internet (Skype Recorder mp3) BECOMING EXPERT Get your Podcasts in Directories to be Found EXAMPLE: iTunes, Stitcher, Blubrry, Miro Host Your Own Radio Show BlogtalkRadio,Voscast (Internet Radio), Spreaker CHARACTERISTICS: Some cost is now involved; various pricing plans; up the quality with good equipment Simple, Low Cost Complex, Higher Price

22. Tips for Podcasts • Share content your audience wants to know • Use clear, strong voice or voiceover • Use script • Set a consistent schedule

23. Other Branding Tools/Tips • SOCIAL MEDIA: LinkedIn, Facebook, Instagram, Snapchat, Twitter, etc. • Logos, images, business cards, color pallet consistency • Your own academic/professional work (writing, books, presentations) • Mailings (MailChimp, Mailer Lite, AWeber, Sender, others) • Content is King

24. Branding Outcomes - Summary • Increases Self-awareness, Self-identity, Self-evaluation • Furthers Your Professional Career • Increases Your Power and Influence • Enhances Your Visibility and Prestige • Differentiates You from Others • Gives You Preferential Treatment to Those Competing for the Same Resources • Can Enhance Profit

25. Some Resources for Branding Tools • A Blogpost on My Site https://careerdevelopmentmusings.wordpress.com/2019/05/12/branding-tools/