BRANDING

From the book “Brand

Mapping Strategy” of Leland,
K.T. (2016)

Summarized by C. S. Santos, MST, DBA

for N106 Class
The New Branding and Marketing
Mindset
Marketing Mindset and Myths

▪ Shift 1:
▪ From the lucky few to the persistent many
▪ Shift 2:
▪ From the big stick to small and targeted
▪ Shift 3:
▪ From a sprint to a marathon
Shift 1

▪ Social media and the obsolete old mindset

▪ Persistent approach to promotion
▪ Consistency in branding
▪ Objective: End up in Google
Shift 2

▪ How to make the difference?

▪ Find the right audience instead of the mass
market
Shift 3

▪ Metrics:
▪ short-term conversion rates
▪ Network
▪ Referrals
▪ Ultimate Goal: BRAND
MINDSET

▪ It’s all you have to do

▪ It’s the only way to go
▪ It’s always going to produce the best results
Marketing Mastery Pyramid
Marketing Mastery Pyramid Process

▪ Level 1: Platform Development

▪ (Brand Design and Strategy)
▪ Level 2: Brand and Buzz Building
▪ (Brand Expansion and Acceleration)
▪ Level 3: Thought / Industry Leadership
▪ (Brand Authority)
Brand Design and Strategy

▪ Clear brand and messages

▪ 7 elements
▪ Anchor Statement, UBP , Brand Tone and Temperament,
Brand Energy, Signature Story, Signature Services,
Brand Enhancers and Reducers
▪ Marketing-Oriented Website
▪ 4 Elements
▪ Color and Design, Speedy Navigation, Contact and Social
Media, Calls to Action, SEO, Responsive Design, Brand
Consistency
Brand and Buzz Building

▪ Traditional PR
▪ Content Marketing
▪ Social Media
▪ Podcasting, Webcasting, Conference and Radio
▪ Networking
▪ Awards / Honors
Thought Industry Leadership

▪ Something New
▪ Research, field study, reflective thinking
▪ Trusted Source of Information
▪ High-Quality Content
▪ Publication, presence
The Brand Mapping Process
Brand Mapping Process

▪ Leaders act as Role models

▪ Team as an intact group
▪ Brand strategy
▪ Establish global market place
▪ Competitive Advantage
The Brand Mapping Strategy
Understanding Your Business

▪ Understand the landscape

▪ Determine the best approach
▪ Create implementation strategy
▪ Measure success and adjust
Sync Up Your Online Presence
POSITIONING STRATEGY
Sync Up Online Presence

▪ Logo
▪ Website colors
▪ Bio
▪ Profile photo
▪ Taglines
▪ Key brand messages
▪ Company and personal name
Social Media Presence

▪ Why Social Media matters?

▪ Which Social Media site is right for you?
▪ Sync Up Your Social Media
Myths of Personal Branding
Myths about Personal Branding

▪ It is something new
▪ It is your reputation
▪ It is all about you
▪ It is a good thing
▪ It is unnecessary
▪ At odds with Business Brand
Expressions of your Personal
Brand
Visual Capital

▪ Style of Dress
▪ Color and Design Choices
▪ Headshot
▪ Branded Background on Social Media
▪ A Visual CV
Intellectual Capital

▪ Brand Sound Bites

▪ Branded Biography
▪ Social Media Profiles
▪ Content Creation
Emotional Capital

What feelings do you want

your audience to feel when
they come into contact
with you?
C-Suite and CEO Brand
Parallel Brand

▪ CEO Brand complements the business

brand
▪ Authenticity and sustainability
▪ Aspirational
▪ Be consistent – internally and externally
▪ Enhance both brands
Branding
Matrix
Reputation Management

▪ Claim Your Name

▪ Register your name as a URL
▪ Stay on top of the Search Engines
Establish your Thought Leadership

▪ What is its Role?

▪ What is its Flavor?
Network in Meet Space

▪ Body Language
▪ Tone of Voice
▪ Words we Hear
5 Functions of
Brand
Alignment
Cycle of Change
Management
Process of Commitment-Based Change
 Crossroads
where Business and Personal
Brands Meet
Crossroads

▪ Digital Footprints
▪ Privacy Protection
▪ Choose your Virtual Circle
▪ Fair Play
Keller’s Brand Equity Model
Concept: Keller’s Brand Equity Model

▪ to build a strong brand

▪ shape customers thoughts and feelings about
your product
▪ build positive experiences to create customers
specific, positive thoughts, feelings, beliefs,
opinions, and perceptions
Strong Brand Equity

▪ Results:
▪ customers will buy more from you
▪ they'll recommend you to other people
▪ create more loyal customers
▪ less likely to lose them to competitors.
Keller’s Brand Equity Model (Hawker, 2019) or (Customer Base Brand
Equity (CBBE) by Kevin Way Keller.
Character Diamond (Perron, 2018)
 References

▪ Hawker, K. (2019). Keller’s Brand Equity Model. What it is & How to use it.
Retrieved from https://medium.com/@keatonhawker/kellers-brand-equity-
model-what-it-is-how-to-use-it-84e42d562299
▪ Leland, K. (2016). The Brand mapping strategy: design, build, and accelerate
your brand. Retrieved from https://b-ok.cc/book/3582355/4aa156
▪ McMillan, G. (2017). The Year Almost Everything Went Wrong for Marvel
▪ MindTools. (n.d.) Keller’s Brand Equity Model. Retrieved from
https://www.mindtools.com/pages/article/keller-brand-equity-model.htm
▪ Wired. (2012). An Intro to Marvel for Newbies. Retrieved from
https://www.wired.com/2012/03/an-intro-to-marvel-for-newbies/