I think her message on LinkedIn states her premise clearly:
A brand is a promise delivered. It is your reputation and your legacy. Branding is the practice of producing trust and is at the heart of all marketing endeavors. When we market our services or organization, we do so with a promise to meet or exceed the expectations of the audience who must find us relevant.
During the presentation she explained that branding is about feelings and emotional connections. A few of the questions she asked to help us make the connection between feelings and brands included these:
- What kind of car would you be?
- What kind of song would you be?
- What kind of drink are you?
Have you heard the term "elevator pitch"? Here is her list of three items to include:
- tell what you do;
- explain how you do it differently; and
- offer an example or a testimonial.
Your branding strategy is based on how you want to be known. Control the message - buy the URL of your name and use it. Google yourself regularly, update your LinkedIn profile every seven to ten days, add recommendations, or start conversations on LinkedIn. Facebook is for your weekend, personal or family activities - you want to control it too but it's more casual.
She let us know that soon it will be possible to access a self-taught branding program on her website . I plan to watch for the tool. Until then, I am thinking about her questions to help focus my attention on my brand.