© 2014 mona sabet

Brand

(Your Promise)

mona sabet

1

© 2014 mona sabet

What are we talking about here?2

Judgments

Reactions

Emotions

Beliefs

© 2014 mona sabet

3 Why are we talking about this?

According to New York University, Graduate School of Business, people

make 11 decisions about us in the first 7 seconds of contact.

(1) education level

(2) economic level

(3) perceived creditability and believability

(4) trustworthiness

(5) level of sophistication

(6) sexual identification

(7) level of success

(8) political background

(9) religious background

(10)ethnic background

(11)social and professional desirability

© 2014 mona sabet

4and once a judgment is made

it takes >10 oppositeinteractions

before you will change their

minds

© 2014 mona sabet

5

Judgments

Reactions

Emotions

Beliefs

= your personal brand

a promise of

what you will be

what kind of experience you offer

© 2014 mona sabet

but the good ones all have one thing in common

6 Different Brands offer Different Promises

© 2014 mona sabet

The strongest brands offer something

DIFFERENTDIFFERENT ≠ BETTER

DIFFERENT = DIFFERENT

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© 2014 mona sabet

The Elements of Your Brand

What you stand for

What you deliver

How you make me feel

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What you look like

What you sound like

How you sit, stand, talk

© 2014 mona sabet

Write the elements of your brand

A fashion specialty chain with renowned services

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“We pursue perfection, so

you can pursue living.”

Providing the world with the

food they love, at a great value.

© 2014 mona sabet

Brand Considerations

Consistency of experience builds a brand

Distracting detractors drag it down

Intentions ≠ perceptions

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To really understand your current brand, the most important

question to ask others is

“How do you experience me?”

© 2014 mona sabet

Brand Hints

I can’t believe you’re here on time!

What’s the status of the project?

Did you get my message?

Shouldn’t you be writing this down?

What are you working on?

Why are you smiling?

Just decide. I trust you.

Can you help me figure out how to phrase this?

I need you there.

I love your xxx. Where did you get it?

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© 2014 mona sabet

The Gender Twist12

© 2014 mona sabet

Bad Brand Habits I’m sorry…. I’m not sure but…

Every sentence sounds like a question

My voice is high pitched, quiet, quivering, never heard

My hand is sort of up, sort of not

I sit small

“I’m not really all that sophisticated, successful, important…”

What you choose to show and tell me is your CHOICE

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© 2014 mona sabet

More of the Same I get *** done

I have integrity

I am an expert in…

I am responsive

I am collaborative

I’m dependable

I am trustworthy

I am a good communicator

Different I am courageous

I can read your mind

I know everyone that matters

I can anticipate your next move

I am too large to be ignored

I create breakthroughs

I am an influencer

When I’m passionate about

something, I roar!

14 Strong Brands / Strong Experiences / Strong Language

© 2014 mona sabet

STRONG BRANDS

BUILD

Freedom &

Followers

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