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The Brand Mapping Strategy
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e
Brand
Mapping
Strategy
Karen Tiber Leland
The Brand Mapping Strategy Karen Tiber Leland
and
Accelerate
Build
Your
Brand
Design
entrepreneurpress.com
If You Don’t Defi ne Your Brand,
Someone Else Will Do It For You.
Branding and marketing strategist Karen Tiber Leland shares her hard-earned insights,
proven strategies, and best practices for creating a brand by design—instead of by default—
to help you gain greater infl uence within your company or industry and become a thought
leader in your fi eld. Whether you are an entrepreneur, business owner or CEO, this book
provides specifi c, actionable techniques for designing, building, and accelerating your brand.
How can you make a brand synonymous
with leadership, intelligence, and
integrity? Karen Leland answers these
questions and more with insight, warmth,
and wit. This is a book that will help you
raise your profi le and turn heads.
John Paul Rollert,
Harvard Extension School
Every executive should read The Brand
Mapping Strategy. It will open their eyes
to what their full potential is, transform
how they portray themselves, open
doors to opportunities they aspire to,
and ultimately inspire their teams and
organizations to perform and achieve for
a higher purpose.
Nina Lualdi, Sr. Director of
LATAM Innovation Cisco
From the personal to the corporate, from
large organizations to small, The Brand
Mapping Strategy is a critical market
advantage for the bold and ambitious.
Alan Weiss, Ph.D., Bestselling author of
Million Dollar Consulting
With characteristic wit, charm and
relatable anecdotes, Karen Leland’s The
Brand Mapping Strategy swiftly whisks
the reader through the steps necessary
to establish themselves and their
business not only as a thought leader,
but a true leader. This is an important
read for anyone building a business,
with something to say, or who desires to
be truly heard.
Binta Niambi Brown, Fortune magazine’s
40 Under 40 and Founder of Big Mouth
Records and Fermata Entertainment
Karen Tiber Leland is the president of Sterling Marketing Group, a
branding and marketing strategy and implementation fi rm. She helps
CEOs, executives, and entrepreneurs build stronger personal, team
and business brands, and become thought leaders in their fi elds. Her
clients have included LinkedIn, Twitter, American Express, and Roche.
She has been interviewed by Fast Company, e Atlantic, MSNBC, and
Fortune.
$21.95
Business / Marketing
Cover design by Andrew Welyczko
ISBN-13: 978-1-59918-589-7
ISBN-10: 1-59918-589-X
“How can you make a brand synonymous with leadership, intelligence,
and integrity? Karen Leland answers these questions and more
with insight, warmth, and wit. This is a book that will help
you raise your profile and turn heads.”
—J P R, H E S
“Every executive should read The Brand Mapping Strategy. It will
open their eyes to what their full potential is, transform how they portray
themselves, open doors to opportunities they aspire to, and ultimately
inspire their teams and organizations to perform and achieve
for a higher purpose.”
—N L, S. D LATAM I C
“From the personal to the corporate, from large organizations to small,
The Brand Mapping Strategy is a critical market advantage
for the bold and ambitious.”
—A W, P.D., MILLION DOLLAR CONSULTING
“With characteristic wit, charm, and relatable anecdotes,
Karen Leland’s The Brand Mapping Strategy swiftly whisks the reader
through the steps necessary to establish themselves and their business not
only as a thought leader, but a true leader. This is an important read
for anyone building a business, with something to say,
or who desires to be truly heard.”
—B N B, FORTUNE ’ U F
B M R F E
“In this fast-changing, highly competitive era, it’s more important than
ever to know who you are and express it with distinction. Karen Leland’s
The Brand Mapping Strategy clearly and powerfully shows today’s CEO
how to create a personal brand that has a dramatic impact not only on
their reputation, but the reputation of their companies.”
—K D, P.D., B AGE WAVE
“Building a personal brand is one of the essential skills for survival now
and in the future. In The Brand Mapping Strategy, Karen Leland has
provided a roadmap for every entrepreneur and CEO that is
looking to master his or her brand, and turn it
into a profitable competitive advantage.”
—S E, I
SUCCESS BUILT TO LAST
“Karen Leland’s The Brand Mapping Strategy is a must read for any
C-level executive. It is full of practical advice for any leader looking to
enhance their executive presence and transform their team.”
—M H, CIO S F I
“The Brand Mapping Strategy has taken the mystery out of branding
and provides a roadmap for any small-business owner,
entrepreneur, or CEO to dramatically elevate both
their personal and company brands.”
—A M, CEO N P, P P
“The Brand Mapping Strategy captures the heart of what it means to
have an authentic brand and how to powerfully and
profoundly get there. I highly recommend it!”
—L T, B THE SOUL OF MONEY
“The Brand Mapping Strategy is an exceptional book for those who truly
want to build effective brands, rather than just talk about it. Candid and
practical, Karen Leland’s emphasis on a research-based
approach to brand building is a valuable guide
for executives at every level.”
—N R, P W R
“In The Brand Mapping Strategy, Karen Leland provides insider secrets
to creating a world-class brand. Leaders will be inspired to transform not
only the expression of their own brand, but that of
their team and company.”
—O F C, A THE CHARISMA MYTH
“No matter what business you are in you don’t just read
The Brand Mapping Strategy study it and use it as your
personal tool to set yourself, your company, and
product apart from the pack.”
—D A, I BE A BEAST
“Karen Leland’s dynamic and no-nonsense perspective clearly outlines
how to effectively put your personal brand into action using visual,
intellectual, and emotional capital! The step-by-step insights and
guidelines she shares on how to differentiate yourself as a brand
and enhance your brand equity are spot on and essential in today’s
ultra-competitive world of branding. A must read for anyone
who wants to stand out amongst the clutter by creatively
promoting their brand attributes and relevantly
communicating their full brand potential!”
—T W. M, F I M
C M P A, P, F
e
Brand
Mapping
Strategy
Karen Tiber Leland
and
Accelerate
Build
Your
Brand
Design
Entrepreneur Press, Publisher
Cover Design: Andrew Welyczko
Production and Composition: Eliot House Productions
© 2016 by Entrepreneur Media, Inc.
All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section
107 or 108 of the 1976 United States Copyright Act without permission of the
copyright owner is unlawful. Requests for permission or further information should be
addressed to the Business Products Division, Entrepreneur Media Inc.
This publication is designed to provide accurate and authoritative information in
regard to the subject matter covered. It is sold with the understanding that the
publisher is not engaged in rendering legal, accounting or other professional services.
If legal advice or other expert assistance is required, the services of a competent
professional person should be sought.
ebook ISBN: 978-1-61308-339-0
For my late father, Dr. Norman Tiber—a great tango dancer
and an even better teacher.
Contents
Acknowledgments ................................ xi
PREFACE
The Power of Conscious, Authentic Branding ......... xiii
Top Ten Reasons to Buy is Book ........................ xviii
How To Use is Book for Maximum Benefit ................ xix
PART ONE
Ready, Aim, Brand
CHAPTER ONE
The New Branding and Marketing Mindset and Myths:
How to Brand Yourself and Your Business in the Digital Age .......3
Shift 1: From the Lucky Few to the Persistent Many ............. 4
ix
x • The Brand Mapping Strategy
• Contents
Shift 2: From the Big Stick to Small and Targeted ............... 6
Shift 3: From a Sprint to a Marathon ......................... 8
CHAPTER TWO
The Marketing Mastery Pyramid: The Path to Industry
and Thought Leadership .............................13
Phase One: Platform Development—Brand Design
and Strategy ........................................... 15
Phase Two: Brand and Buzz Building—Brand Expansion and
Acceleration ........................................... 24
Phase ree: ought/Industry Leadership—Brand Authority ..... 25
Where Are You on the Marketing Mastery Pyramid?
Take the Quiz ......................................... 26
CHAPTER THREE
The Brand Mapping Process©: Seven Core Elements of
a Powerful Business, Team, and Personal Brand ..............31
e New York Skyline .................................... 33
Core Element 1: Anchor Statement .......................... 34
Core Element 2: Unique Branding Proposition ................. 43
Core Element 3: Brand Tone and Temperament ............... 47
Core Element 4: Brand Energy.............................. 52
Core Element 5: Signature Story ............................ 60
Core Element 6: Signature Services .......................... 64
Core Element 7: Brand Enhancers and Reducers................ 66
CHAPTER FOUR
The Brand Mapping Strategy: Creating Your Business
and Personal Branding Plan ............................69
Understand the Tactical Landscape .......................... 70
Determine Your Best Tactical Approach ...................... 80
Create Your Implementation Strategy ........................ 81
Measure Success and Pivot as Needed ........................ 82
Beware the Blow Dryer Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
The Brand Mapping Strategy • xi
• Contents
PART TWO
Your Personal Brand in Action
CHAPTER FIVE
Sync Up Your Online Presence: Positioning Strategy
for Social Media ..................................87
Why Social Media Really Matters to You ..................... 88
Social Media Site Review .................................. 92
Which Social Media Site Is Right? .......................... 95
Sync Up Your Social Media ................................ 96
CHAPTER SIX
The Misguided Myths of Personal Branding:
What You Need to Know That You Think You Know,
But Don’t, to Brand Yourself ...........................99
Myth 1: Personal Branding Is a Relatively New Phenomenon .... 100
Myth 2: Your Reputation Is Your Personal Brand ............. 100
Myth 3: Your Personal Brand Is All About You ............... 100
Myth 4: A Personal Brand Is a Good ing .................. 101
Myth 5: Your Image Is Your Personal Brand ................. 101
Myth 6: A Personal Brand Is Nice but Unnecessary ............ 101
Myth 7: Your Personal Brand Is at Odds with
Your Business Brand ................................... 102
CHAPTER SEVEN
Defining and Refining the Three Expressions
of Your Personal Brand: Building Your Personal Brand
with Visual, Intellectual, and Emotional Capital .............103
Work Your Subject ...................................... 104
ere’s More an One Right Answer ...................... 105
A Photograph Expresses ree ings, Not One .............. 105
e Visual Element of Your Personal Brand .................. 105
e Intellectual Aspect of Your Personal Brand ............... 110
e Emotional Connection to Your Personal Brand ............ 117
xii • The Brand Mapping Strategy
• Contents
When Is It Time to Rebrand? ............................. 118
PART THREE
Creating the Brand-Centric CEO and Company
CHAPTER EIGHT
Your C-Suite and CEO Brand: Creating a Parallel
Brand to Drive CEO Reputation, Executive Presence,
and Thought Leadership ............................123
Recognize the Value of a Parallel Brand ..................... 124
e C-Suite/CEO Brand Matrix ........................... 124
Practice C-Suite and CEO Reputation Management ........... 125
Establish Your ought Leadership ......................... 131
Engage in Content Marketing ............................. 134
Strengthen Personal and Executive Presence .................. 134
Network in Meet Space .................................. 138
CHAPTER NINE
Defining and Refining the Five Expressions
of a Brand-Centric Company: Create a Culture That
Gets Your Organization in Alignment with Your Brand Promise ....139
Customer Experience .................................... 140
Management Commitment ............................... 143
Employee Engagement ................................... 144
Processes, Procedures, Systems, and Standards ................ 144
Organizational Infrastructure .............................. 144
How Brand-Centric Is Your Business? ...................... 145
Two Paths to Becoming a Brand-Centric Organization.......... 145
Using the Power of Teams to Live the Brand . . . . . . . . . . . . . . . . . 154
Beyond Team Building to Team Branding ................... 158
CHAPTER TEN
At the Crossroads Where Business and
Personal Brands Meet: Why Proactive Career Management
Is a Win for Everyone...............................163
Get Your Social Media Interview Ready ..................... 164
The Brand Mapping Strategy • xiii
• Contents
e Quality Of Your Digital Footprint Counts ................ 164
Protect Your Privacy ..................................... 166
Curate Your Friends ..................................... 166
Turnabout Is Fair Play ................................... 167
We Have Come Full Circle ............................... 167
About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .169
Looking for More Help Implementing Your
Personal, Business, or CEO Brand? ....................... 170
Index .........................................173