The brand mapping strategy : design, build, and accelerate your brand / Karen Tiber Leland.

Format:

Book

Author/Creator:

Leland, Karen, author.

Language:

English

Subjects (All):

Branding (Marketing).

Marketing--Management.

Marketing.

Entrepreneurship.

Management--Technological innovations.

Management.

Physical Description:

1 online resource (154 p.)

Edition:

1st ed.

Place of Publication:

[Irvine, California] : Entrepreneur Press, 2016.

Language Note:

English

Summary:

"A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That's really the key to the new business mindset - the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities - both online and off - are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today's CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic - all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other"-- Provided by publisher.

"The Brand Mapping Strategy is designed for CEOs, executives, entrepreneurs and enterprises who set their sites on developing a long-term branding platform instead of a short-term strategy that supports and builds buzz for their personal or business brand"-- Provided by publisher.

Contents:

Title Page; Copyright; Dedication; Contents; Acknowledgments; Preface: The Power of Conscious, Authentic Branding; Top Ten Reasons to Buy This Book; How To Use This Book for Maximum Benefit; 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; 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; Chapter Two: The Marketing Mastery Pyramid: The Path to Industry and Thought Leadership

Phase One: Platform Development-Brand Design and StrategyPhase Two: Brand and Buzz Building-Brand Expansion and Acceleration; Phase Three: Thought/Industry Leadership-Brand Authority; Where Are You on the Marketing Mastery Pyramid? Take the Quiz; Chapter Three: The Brand Mapping Process©: Seven Core Elements of a Powerful Business, Team, and Personal Brand; The New York Skyline; Core Element 1: Anchor Statement; Core Element 2: Unique Branding Proposition; Core Element 3: Brand Tone and Temperament; Core Element 4: Brand Energy; Core Element 5: Signature Story

Core Element 6: Signature ServicesCore Element 7: Brand Enhancers and Reducers; Chapter Four: The Brand Mapping Strategy: Creating Your Business and Personal Branding Plan; Understand the Tactical Landscape; Determine Your Best Tactical Approach; Create Your Implementation Strategy; Measure Success and Pivot as Needed; Beware the Blow Dryer Effect; Part Two: Your Personal Brand in Action; Chapter Five: Sync Up Your Online Presence: Positioning Strategy for Social Media; Why Social Media Really Matters to You; Social Media Site Review; Which Social Media Site Is Right?

Sync Up Your Social MediaChapter Six: The Misguided Myths of Personal Branding: What You Need to Know That You Think You Know, But Don't, to Brand Yourself; Myth 1: Personal Branding Is a Relatively New Phenomenon; Myth 2: Your Reputation Is Your Personal Brand; Myth 3: Your Personal Brand Is All About You; Myth 4: A Personal Brand Is a Good Thing; Myth 5: Your Image Is Your Personal Brand; Myth 6: A Personal Brand Is Nice but Unnecessary; Myth 7: Your Personal Brand Is at Odds with Your Business Brand

Chapter Seven: Defining and Refining the Three Expressions of Your Personal Brand: Building Your Personal Brand with Visual, Intellectual, and Emotional CapitalWork Your Subject; There's More Than One Right Answer; A Photograph Expresses Three Things, Not One; The Visual Element of Your Personal Brand; The Intellectual Aspect of Your Personal Brand; The Emotional Connection to Your Personal Brand; When Is It Time to Rebrand?; 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

Notes:

Includes index.

Description based on print version record.

ISBN:

9781613083390

1613083394