Brand Audit YOU

Katie Wilhelm

MARK 40243: Product Innovation & Brand Management

May 8, 2023
 The Brand YOU Inventory
1. Identify all Brand YOU elements:
Brand Health Assessment
Unique Strengths:

- Creativity: High level of creativity which allows for innovation with the creation of
unique and engaging marketing campaigns that promote products and services, can think
outside the box.
- Analytical thinking: Experience and skill analyzing market trends, consumer behavior,
and identifying competitor strategies in order to develop effective marketing plans.
- Communication skills: Possessing excellent written and verbal communication skills that
enable them to communicate both ideas and messages effectively.
- Adaptability: Comfortable assessing and adapting to changes in the market and
modifying strategies accordingly, and learning new techniques and technology.
- Attention To Detail: Keen eye for detail and creation of materials that are visually
appealing and informative.
- Interpersonal Skills: Works well in teams, and establishes relationships with clients,
customers, and stakeholders.
- Time Management: Experience organizing multiple projects, meeting deadlines, and
prioritizing tasks.
- Business Acumen: Understanding of business principles outside of concentration
such as accounting and finance.
- Strategic Thinking: Strategic mindset that aligns with overall objectives.
- Tech-savvy: Well-versed in the latest marketing tools and technologies, in order to stay
ahead of the curve.

Skills:

- Digital marketing: Ability to leverage digital marketing channels such as social media,
email marketing, and SEO to reach and engage their target audience.
- Market research: Experience in conducting market research to identify consumer needs,
preferences, and behavioral patterns.
- Brand management: Possess skills to create and maintain a positive brand image by
developing and executing the use of effective strategies.
- Sales skills: Can sell products and services by persuading potential customers to make a
purchase.
- Customer service: Understanding the importance of providing consistent excellent
customer service to be able to retain customers and increase brand loyalty.

Values:
- Customer-centricity: Holds highest values the needs and preferences of their customers.
- Honesty and integrity: Value of honesty and integrity in the launch of marketing
campaigns and business practices.
- Creativity and innovation: Value the potential in creativity and innovation when
developing unique and effective marketing strategies.
 - Continuous learning: Value of constant learning and development to stay updated with
the latest marketing trends and technologies.
- Collaboration: Value of cross functional collaboration and teamwork in order to achieve
their marketing objectives.

Personality Traits:

- Outgoing: Noticcaly outgoing and genuinely enjoys interacting with other individuals.
- Energetic: Holds high energy levels and is enthusiastic about the work being completed.
- Confident: Confident in capabilities and are not afraid to ask questions and take risks.
- Ambitious: Noticeable ambition and strive to progress towards and achieve goals.
- Curious: Curious and enjoy learning about new things, including new marketing
strategies and technologies.

Sources of Brand Equity:

Resume
Education
Texas Christian University
BBA Business Marketing
Dean’s Scholarship, Class of 2024
GPA- 3.251
Irvine Valley College
Honors Program, Dean's List
GPA- 3.84
Northwood High School
Honor Roll, NSHA
Class of 2020
GPA- 3.5

Work Experience
Simply Law APC
Irvine, CA
Legal Assistant
May 2022– August 2022
· Developed and polished clients’ legal documents, including motions and briefs, to support
litigation processes and court proceedings.
· Prepared and reviewed licenses agreements, ensuring that all information was up to date and
accurate.
Hacienda on the Lake
Mission Viejo, CA
Hostess/Social Media Coordinato
May 2022 – August 2022
· Created social media accounts, published content, and ads with high engagement on Facebook,
Instagram and Tik Tok.
· Interact with patrons to ensure excellent customer service regarding meal distribution and hospitality.
· Accept and organize reservations along with dining room layout and guest flow in order to
maximize table usage and minimize customer wait times.
Peppino's Italian Restaurant
Mission Viejo, CA
Hostess
March 2018 – April 2020
· Demonstrated skills of time management, customer service, and strategic planning by
creating and managing incoming customers, dining room seating plans, and reservation
inquiries.
· Trained new employees as needed, to familiarize with tasks and provide correct etiquette
to customers.
· Facilitated communication throughout staff members in different workstations to ensure
smooth operations in a fast-paced work environment.

Tarsus Pharmaceuticals
Marketing Intern
May 2023-August 2023
Irvine, CA

- Lead the development and implementation of an Online Ordering System for

Promotional Tools.
- Partner with VP of Marketing and Director of Consumer to drive the development of
a mobile health solution to lower the barriers to diagnosis for eye care patients.
- Work with the ECP marketing team to advance patient testimonials to be leveraged
across digital and social channels.
- General support for the department.
Other Experience and Achievements
Child Care
Irvine, CA • Fort Worth, TX
Nanny
June 2017– Present
· Long-term consistent childcare for children in multiple families ages 0-12, occasionally
overnight, with American Red Cross First Aid and CPR Certification.
· Established lasting, professional and personal relationships with families and fostered
positive relationships by practicing consistent communication, time management, and
availability.
· Supported children’s emotional and social development while creating engaging activities
regarding education and manners while prioritizing safety and wellbeing.
Etsy Shop Owner
Irvine, CA • Fort Worth, TX
E-Commerce Seller
June 2019– Present
· Launched and currently maintaining an Etsy shop selling business custom embroidered
clothing.
· Promoted shop across social media to increase traffic and brand awareness.
· Consistent handling of logistics, shipping, customer service, networking with vendors, and
handling returns and exchanges.
Chi Omega Fraternity(Member): Make-A-Wish Auction Team(2022-2023) Worked in a team
to coordinate ticketed event specifics: venue, catering, live performance, and solicited silent
auction donations in effort to successfully raise $151,000 for Make-A-Wish Foundation North
Texas.
Meals on Wheels(Delivery Driver): Deliver meals weekly to the elderly and/or disabled
individuals in the community while maintaining knowledge of services and resources available
to clients.

Linkedin
Recommendations to leverage and improve Brand Equity:
Leverage: BBA received from Texas Christian University, Small business owner, Community
service advocate, Digital marketing skills, Customer service experience
Improvements: Build online presence and posting updated to Linkedin Profile, specialization in
an industry, attendance of networking events

Define: My brand is defined by its mission to be “a lifelong learner who specializes in making
connections and matching individuals to a product of service”. I hold a vision to always take
advantage of opportunities I am provided with, and pride myself in aligning with companies
that have an inclusive culture and strong mission. My interests in community service, yoga,
fashion, and health and wellness can be seen rooted in the experience I have. My skills of digital
marketing, customer relationship management, product innovation, and market research all
improve my USP.

Assses: The awareness of my brand is high. I can conclude this due to a recent interview I had,
where the recruiter told me I am an impressive student and she could see my passion for
marketing and sales by the way I was communicating about my background and experience. I
aim to reflect the defining factors of my brand outward in the interactions I have with those
around me.

“Sold”: My brand is sold through my outgoing personality, confidence in communication skills,

and overall experience and dedication. My experiences show my passions intertwining with my
personal and professional life and reflect my values. My entrepreneurial spirit and dedication to
developing professionally
SWOT Analysis:
Strengths: Strong communication skills, High levels of creativity and innovation, Strong
analytical skills to identify market trends and consumer behavior
Weaknesses: Lack of numerical skills, Limited knowledge of financial accounting, Reliance on
subjective data such as customer feedback.
Opportunities: Growing demand for digital marketing, Cross functional collaboration with
other departments of a business.
Threats: Increased competition in saturated job market, Keeping up with technological
advancements to stay relevant in the field.
Points of Difference- Heightened creativity and innovation, Critical thinking and problem
solving skills, Digital experience and capability
Points of Parity- Lack in depth of numerical skills, Collaboration and teamwork

The Brand Exploratory

An investigation of “consumer” knowledge of Brand YOU, awareness, and the strength,
favorability, and uniqueness of associations (category, use, brand promise, etc.).
1. Research Studies of Brand YOU
Myers-Briggs: ESFP, Entertainer

Summary of HEXACO Scores

HEXACO Self-

Report

(H) Honesty-Humility 20

(E) Emotionality 38

(X) Extraversion 37

(A)Agreeableness 29

(C)Conscientiousness 34

(O) Openness 30
 Summary of Type A Personality Score

Competitiveness Life Imbalance

(Work Involvement)

Total 7 Total 8

Hostility/Anger Impatience/ Urgency

Total 7 Total 11

Total Score: 33

Analysis: I would define my personality as extroverted, and showcased well in a career that is
fast paced and reward based. In the marketing industry, there are many areas of work from
selling, product development, customer support, and advertising. This includes acts of social
situations, cooperation with coworkers, complex task organization, and constant innovation. As
an example, working with a team to create clear and actionable goals and a memorable customer
experience leading up to the launch of a new product line would take advantage of my personal
strengths of dedication and learning. Marketing can be a skill that is desired by many companies
from retail to healthcare and beyond, therefore I believe that there is a place for me in this
industry though a connection I will find with a company’s purpose in the community.
2. Explore perceptions of Brand YOU.
Feedback from interviewer for Marketing internship:

Feedback from peers on presentation

 3. Problems and Inconsistencies
In reality, marketing is a popular field, making competition for finding and securing
especially entry-level positions, and can lead me to trouble in securing my desired job shortly
after graduation. This might result in my values not aligning exactly with those of my employer
or salary not being as expected.

III. Long-Term Marketing Plan

1. Strategy for strengthening brand positioning
In order to strengthen my brand positioning, I will dedicate ample time and resources in
my possession to expand my knowledge of my specific industry of interest, and connect with
those in it. I am a current junior with another year to pursue my academics and explore my exact
industry and gain professional experience, and plan to do so using Neeley resources. I have
considered the possibility of applying to graduate school for specializations if I discover an area
of marketing I am passionate about. Building my online presence will allow my brand statement,
skills, and achievements to be discoverable by possible employers or other industry
professionals. I will ensure that my Linkein profile is optimized, and prioritize engaging with
industry groups and thought leaders in the pharmaceutical field. Additionally, knowing the
importance of fostering relationships in business, I will dedicate ample time over the next 3-6
months on expanding my network. I will do this by attending career fairs, industry and
networking events not just online, but in person to connect with professionals. Maintaining
active engagement in professional groups especially related to my field of interest can provide
me with new knowledge and possible opportunities for my future.
2. Integrated Marketing Campaign
- Define Target Audience: Identifying my target audience to create tailored messages that
they can resonate with when identifying me as a possible new hire into their organization.
I aim my campaign towards marketing agencies, start ups, and nonprofits, because I
 prefer strong relationships, streamlined communication, work-life balance, and mission
based objectives.
- Content Marketing Strategy: Developing content such as blog or social media posts, past
academic accomplishments, case studies, ect. that is curated around my professional
interest and showcases my marketing skills. Establishing knowledge of what platforms
my target audience is active on and can clearly access my posts to identify my expertise,
experience, and personality.
- Paid Advertising: Utilizing paid advertising on social media platforms like LinkedIn for
premium, or Instagram can increase the number of people who view my content, and
have an impression and perception of my personal brand.Direct Outreach - Engaging in
direct networking to successful professionals in the industry, that I may admire their past
work, or feel a connection could benefit us both professionally. Through cold emailing
and direct messaging and connecting on Linkedin with professionals at your target
companies. Reaching out can set me apart from other candidates who may have applied
for my intended role and showcases the eagerness and value I can bring to the company.
- Track Results - Stay up to date in monitoring engagement data, track leads, and measure
the ROI efforts. Collecting this data will allow its use to measure the success, improve
results, and optimize efforts.