building and protecting your social brand

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Building and Protecting Your

SOCIAL BRAND

Kerri Konik CEO, The CBO

CHIEF BRANDING OFFICER

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BUILDING A BRAND

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PERSONAL BRAND

PROFESSIONAL BRAND

BUSINESS BRAND

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THEY ARE ALL ONE BRAND

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YOUR BRAND LIVES IN LANGUAGE

BRAND IS THE

EMOTIONAL RESPONSE IN OTHERS

ULTIMATELY IN THEIR CONTROL

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IT’S WHAT YOU ARE KNOWN FOR

IT’S WHAT YOU TAKE A STAND FOR

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ICONS STAND FOR SOMETHING

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HOW IT WORKS

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MEANING MAKING MACHINES

INPUT >>>

EVERYTHING

SENDS A SIGNAL

>>>>>>> MEANING

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WHAT IS

EMOTIONAL RESONANCE

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EMOTIONAL

RESONANCE IS

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WHY WE WANT TO APPEAL EMOTIONALLY

•   ELICITS AN EMOTIONAL RESPONSE

•   IT ESTABLISHES CONNECTION

•   OPPORTUNITY FOR AN EMOTIONAL BOND

NEED ALL 3: ONLY WHEN WE GET A RESPONSE,

ESTABLISH CONNECTION, AND FORM A BOND

IS A BRAND RELATIONSHIP POSSIBLE.

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BRAND IDENTITY CLARITY

DEFINE EMOTIONALLY

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DEVELOP THE MESSAGING PILLARS

THAT DRIVE STRATEGY, MESSAGING

AND MARKETING

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ALIGN ALL MESSAGING ASSETS

IMAGE CREDIT: bodyresolution.com

•   WORDS

•   IMAGES

•   SOUNDS

•   METAPHORS

•   THEMES

•   OVERT

•   SUBTLE

•   SUBCONSCIOUS

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WHY IT MATTERS

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WHY IT MATTERS

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GREAT TOOL HOW TO FASCINATE.COM

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BRANDS ARE SOCIAL

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SOCIAL Top Priority in Marketing Strategies

•   SOCIAL MEDIA

•   EMAIL

•   MOBILE

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@PRIME TIME AND #CONVERSATIONS

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PRIVACY THERE IS NONE.

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SMART PHONE

GPS DATA TEXT EMAIL

Photo: Alex Washburn/Wired

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Photo/Source: TED.com

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Photo/Source: TED.com

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SINGLE SIGN-ON

GMAIL

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BUILD A REPUTATION INTENTIONALLY

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Photo/Source: Washington Post/CNN/ Business Insider/

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THE NOT RECOMMENDED WAY

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A BETTER WAY

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THE POWER OF ADJACENCY

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TRANSPARENCY = INTEGRITY

GIVE CREDIT WHERE CREDIT IS DUE

J L <3 -<3

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BIRDS OF A FEATHER STICK TOGETHER

INTERNET IS FOREVER

DELETE IS NEVER DELETE

•   GOOGLE ALERTS

•   REPUTATION MANAGEMENT TOOLS

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PROTECT IT. KEEP IT CLEAN.

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THANK YOU VERY MUCH

brands that inspire™