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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/