| Effective Personal Branding implies
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| | feature very different options and
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| creating an emotional and memorable
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| | accessories. A purchaser of a Corolla may
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| experience recalling immediately about
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| | see cruise control as a nice option while
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| the things you are best at and for what
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| | a Lexus purchaser would consider it as
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| people compliment you the most. And Brand
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| | mandatory.
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| Strategy generates a focused attention or
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| | Okay that's cars; let's talk about a
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| impression thus allowing others to see a
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| | striking example of a successful personal
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| consistent message and get a grasp for
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| | brand. One of the best brand builders
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| who the speaker is and what they offer.
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| | over the 200+ years of the speaker
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| It is one of
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| | industry is that of the recently deceased
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| corporate America's major clichés. One
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| | Dottie Walters. Her Speak and Grow Rich
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| of my clients Neal Lemlein, a premier
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| | brand is brilliant. The very name of it
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| entertainment executive and consultant
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| | creates a crystal clear image. Walters
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| over the last 20 years even begged the
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| | brand promises to teach you to speak and
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| question as a professor at USC is
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| | grow rich. Additionally, Walters has had
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| Branding B.S? Well Mr. Lemlein, when it's
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| | the seminar series of the same name
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| a word symbolically thrown around as
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| | traveling across the country and she
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| jargon and doesn't come with a strategy
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| | always carried herself with conviction
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| the answer is indeed yes. However, at
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| | and credibility. Walters approach was to
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| Ascendant Strategy Group we have created
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| | have a stand alone name, "Speak and Grow
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| a branding firm that builds a
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| | Rich", which draws excitement by itself
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| comprehensive strategy. Many of our most
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| | and has simultaneously been able to
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| successful clients are public speakers,
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| | create an experience memorable enough to
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| CEO's and corporations.
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| | create lifetime consumers that not only
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| So what is branding? We think of it
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| | attend seminars and purchase books but
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| through the lens of brand enhancement,
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| | also become invested in her product
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| defined as identifying and analyzing
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| | funnel and became top targets for major
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| brands for undiscovered or underdeveloped
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| | symposiums and additional product
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| opportunities that will translate to
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| | offering.
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| consistent messaging, increased image and
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| | So you have an approach and its not
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| profitability. Brand enhancement assumes
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| | working. Or you're attempting to create
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| all individuals have a personal brand and
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| | your initial brand. Think about some of
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| corporations have a corporate brand,
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| | the most powerful brands in the
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| whether they have identified it or it is
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| | marketplace over the past 20 years. Nike
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| undiscovered. Another way to think about
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| | "Just Do it" when you hear this it makes
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| branding is what you are best known for.
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| | you just want to do it, it speaks
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| Speakers for instance need to spend
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| | especially well to the athletic
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| serious time thinking about developing
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| | demographic. Snickers promises to
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| their brand before they begin marketing,
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| | "satisfy your hunger" and when you're in
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| developing their speaking topics, editing
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| | the candy section after a work out or in
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| professional videos, developing a
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| | between meals or at the gas station on a
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| personal style and their overall image in
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| | long road trip, those words come to your
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| the industry. I often find too many
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| | mind consciously and subconsciously as
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| speakers motivated purely to make a
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| | you believe Snickers has an answer for
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| profit or passionate about speaking but
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| | your hunger.
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| lacking focus. Creating a brand strategy
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| | So is that what branding is about, simply
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| helps generate that focus and it allows
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| | coming up with a hot phrase? Absolutely
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| others to see a consistent message and
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| | not, let's look at Starbucks; the coffee
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| get a grasp for who the speaker is and
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| | chain doesn't rely on a phrase but rather
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| what they offer.
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| | an experience. When you think about
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| So how does an individual come up with a
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| | Starbucks it is about more then the
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| personal brand? How does a corporation
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| | coffee it is a place to meet friends, a
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| come up with a corporate brand? Our
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| | place to study or a place to just relax.
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| answer is by creating a brand portfolio
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| | Starbucks has been the sight many a time
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| that identifies different areas for
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| | for meetings, dates and breaks from the
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| branding with corresponding imaging and
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| | hectic pace of the day. This is what
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| marketing strategy, public relations
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| | effective brands do they create
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| implementation packaging, product funnel
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| | experiences.
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| and revenue portfolio. For example, let's
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| | For one of our clients at Ascendant
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| take Toyota. Toyota has an overarching
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| | Strategy Group, Jeff Johnson we created
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| brand then additionally they have
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| | two brands, Social Architect and Bridge
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| Corolla, Camry and Rav-4 amongst others,
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| | Builder. The Social Architect brand
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| all with separate brands and related
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| | speaks to Johnson's ambition to create
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| strategies. Additionally, Toyota is the
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| | stable institutions that help people,
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| owner of Lexus, though you would almost
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| | additionally it captures the spirit of
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| never know it. Toyota wanting to reach
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| | his keynote addresses, Johnson doesn't
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| into a higher-end clientele realized that
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| | simply speak on issues he provides
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| their brand was associated with
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| | tangible solutions and creates an
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| affordable cars, entering a vertical
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| | environment where creative energies flow
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| market where retail prices go $40,000 and
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| | and the crowd is challenged to make their
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| up required generating a prestigious
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| | own solutions. The bridge builder brand
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| brand. Think about the market relevance
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| | encompasses his ability to work with
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| here of what Toyota has done over the
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| | people of very different backgrounds and
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| year. Whether you are a college student
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| | in his speeches he talks about the
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| looking to purchase a cost-effective high
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| | importance of people with different views
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| gas mileage first car or a
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| | working together. So his brand speaks to
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| multimillionaire looking to purchase a
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| | his background and the experience that is
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| 3rd car that screams prestige; purchasing
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| | created by his speeches, when you have
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| a member of the Toyota family is a
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| | this sort of synergy it begins to make
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| practical option. Toyota utilizes very
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| | you a highly desirable and memorable
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| different strategies to brand their
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| | speaker.
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| vehicles and additionally the cars often
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