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7/17/19
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BUILDING YOURBRAND
Brian Hutchison a.k.a “Global Career Guy” PhD, LPC, CCCE
Janet Wall – CEUOneStop.comEdD, CCSP, CDFI
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
2700 B.C., Egypt--branding was a mark of identification used to prevent theft of cattle.
Old Norse “Brandr”--meaning to burn.
What does this tell us about Brands? 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.
CAREER PROFESSIONALS COMPETE FOR “MARKET
SHARE” WITH…?
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.
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Brand Identity: distinct from all others
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?”
And …Brand Implementation
■ Brand Implementation refers to the consistent application of brand identity and has two primary components:
Ø Brand image - The psychological or symbolic construct created in a target audience’s mind.
ØBrand experience - action perceived by a person.
Brand Image: Psychological or symbolic construct created in target audience’s mind
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: Action
BRAND EXPERIENCE – the movement
■ Color
■ Font
■ Style
■ Core Message
■ Basically, “What’s Your Vibe” and What does it say about you?
ORGANIZING ICT TOOLS FOR BRAND
IMPLEMENTATION
Social Media Tools and Finishes
Tool Cost Finish Examples (Vlogging)
Free Rough Hand held using phone with no editing applied
Low Rough Phone, selfie stick/ tripod using phone with stickers added
Low Medium Phone, selfie stick/ tripod and Kinemaster/ InShot for video editing
Moderate Medium Video camera and microphone and laptop software for filming and editing
High High Hiring videographer, social media assistant/ consultant
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Will Cover Three Categories of Tools■ Website■ Video■ Podcasting (Audio)
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
Website/Blogging Tools
Simple, Low Cost Complex, Higher Price
BASICLinkedInEXAMPLE: YOUR LINKEDIN PROFILECHARACTERISTICS:Resume reflection; expected/required for
attention
FREE WEBSITE TOOLSWordPress.comBlogger (Google)
SquarespaceWix.comWeeblyMany othersEXAMPLE:
https://careerdevelopmentmusings.wordpress.com/CHARACTERISTICS:Minimal editing; less flexibility; free to m inimal cost; self-hosting;
domain includes the hoster’s name e.g.
HOSTEDWordPress.orgEXAMPLE: www.CEUonestop.comMany 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
CUSTOMIZEDDreamWeaverhtmlCHARACTERISTICS: 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
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
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
Video Tools
Simple, Low Cost Complex, Higher Price
BASICPhoneFacebook LiveEXAMPLE: globalcareerguy
CHARACTERISTICS:Little editing; authentic; quickly available
BASIC ++iMovieMovie MakerWebcamZoom (free version)
CHARACTERISTICS:Minimal editing; free; generally available on your computer/phone
ADVANCED EDITINGSplice for iPhoneMagisto for iPhonehttps://www.nchsoftware.com/capture/index.html
(record via webcam; screen casting; can record screen and webcam simultaneously; record
audio; add captionsCHARACTERISTICS: editing software, highly capable and flexible, learning curve
HIGHER QUALITY/PROFESSIONALCamtasiaStudio Production
EXAMPLE: https://www.youtube.com/watch?v=xMGy4iv9hKcCHARACTERISTICS: Highly capable; can add transitions; music;
animations, audio, green screen; labor and equipment intensive; learning curveFor studio production, technicians
and special rooms and lighting generally are required;Can create highly professional videos
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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
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
Podcasting Tools
Simple, Low Cost Complex, Higher Price
SIMPLE AUDIO RECORDINGAudacityCHARACTERISTICS:
Simple to learn and use; creates and mp3 file you can post to social media, your website; can add
music tracks; use your computer m icrophone or headset
FREE HOSTINGAudio Uploaded for Sharing on Hosting Platform Like Soundcloud, Podbean,
etc.EXAMPLE: https://soundcloud.com/user-843947917/robots-in-the-workplace/s-4M5j7CHARACTERISTICS:
Minimal editing; less flexibility; free to m inimal cost; better quality requires better
equipment; free versions have lim ited storage
PAID HOSTING FOR MORE STORAGESoundcloud, Podbean, Libsyn, Amazon S3, Spotify, FiresideConsider co-host/intervieweeCHARACTERISTICS: Paid hosting runs from $5-
$30/month; need better m icrophones, may need skype recording over the Internet (Skype Recorder
mp3)
BECOMING EXPERTGet your Podcasts in Directoriesto be FoundEXAMPLE: iTunes, Stitcher, Blubrry, Miro
Host Your Own Radio ShowBlogtalk Radio,Voscast (Internet Radio), SpreakerCHARACTERISTICS: Some cost is
now involved; various pricing plans; up the quality with good equipment
Tips for Podcasts■ Share content your audience wants to know■ Use clear, strong voice or voiceover■ Use script■ Set a consistent schedule
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
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
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Some Resources for Branding Tools■ A Blogpost on My Sitehttps://careerdevelopmentmusings.wordpress.com/2019/05/12/branding-tools/
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