1. Building your Brand
Steve Virtue M.A.
Senior Director,
Public Affairs & Communications
PDAC
@stevevirtue
Monday, 11 March, 13

2. A BIT ABOUT YOU?
EXECUTIVES 31%
COMMUNICATORS 27%
PRACTITIONERS 22%
NO CLUE 20% also had multiple
responsibilities noted in
20%
the job title
Monday, 11 March, 13

3. Why are you here?
What do you want to know?
What do you have to contribute?
Monday, 11 March, 13

4. TODAY, YOU’RE GOING TO GO
INTO SOME PRETTY INTENSE
DETAIL ABOUT
MEDIA RELATIONS
COMMUNITY ENGAGEMENT
ISSUES & CRISIS MANAGEMENT
DIGITAL STRATEGY
Monday, 11 March, 13

5. THE NEXT 30 MINUTES
PROJECT
WHAT IS A BRAND?
DATE PRESENTATION
MARCH 2, 2013 #PDAC2013
Monday, 11 March, 13

6. What’s a
BRAND?
Monday, 11 March, 13

7. Monday, 11 March, 13

8. CONFUSING?
(photo: theadventuresofavalair.blogspot.ca
Monday, 11 March, 13

9. BRAND IS WHAT
THEY SAY ABOUT
YOU...
WHEN YOU’RE
NOT IN THE ROOM
(photo: theadventuresofavalair.blogspot.ca
Monday, 11 March, 13

10. So what is a brand?
Your website
• marketing strategy
• Your employees
• your products
• logo
• What you say it is
Monday, 11 March, 13

11. So what is a brand?
• your brand
Your website
narrative
• marketing strategy
• iterative process
• Your employees
• reputation
• your products
• relationships
• logo
• actions
• your differentiator
• What you say it is
• What They says it is
Monday, 11 March, 13

12. No, really. What’s a
brand?
A cornerstone is the first stone set in the
construction of a solid structure.
Your operational plan guides business
decisions about products and services
and develops goals and expectations.
Your brand is the cornerstone for
communications. Your brand strategy is
the blueprint of your stakeholder
experience and will frame all
conversations about you.
Monday, 11 March, 13

13. Branding, Big vs. Small
Monday, 11 March, 13

14. $27.6B
Monday, 11 March, 13

15. Where does your Brand
come from?
Mission/Vision/Values
Strategic & Operational
Brand Strategy
Plans
Monday, 11 March, 13

16. Where does your Brand
come from?
Who/What
How/When Why
Monday, 11 March, 13

17. WHAT = PRODUCT
HOW = PROCESS
WHY = MOTIVATION
(BRAND)
STARTWITHWHY.COM
Monday, 11 March, 13

18. WHY ARE WE TALKING
ABOUT BRANDING?
INVESTOR
RELATIONS MEDIA
RELATIONS
SOCIAL COMMUNITY
CORPORATE MEDIA RELATIONS
COMMUNICATIONS
WEB
BRAND
PRESENCE
EMPLOYEE GOVERNMENT
ENGAGEMENT RELATIONS
Monday, 11 March, 13

19. WHY ARE WE TALKING
ABOUT BRANDING?
INVESTOR
RELATIONS MEDIA
RELATIONS
SOCIAL COMMUNITY
CORPORATE MEDIA RELATIONS
COMMUNICATIONS
WEB
BRAND
PRESENCE
EMPLOYEE GOVERNMENT
ENGAGEMENT RELATIONS
Monday, 11 March, 13

20. Why is
your
wife the
smartest marketer
you know?
Monday, 11 March, 13

21. It’s not what
you say,
its what you do.
Monday, 11 March, 13

22. Monday, 11 March, 13

23. Actions speak
louder than
words
Monday, 11 March, 13

24. Your brand should tell a
story...
Monday, 11 March, 13

25. It’s a cost centre that I
can’t afford.
How is a brand going to
help my bottom line?
Branding is a waste of my
time.
Monday, 11 March, 13

26. HOW MANY STORIES
ARE YOU TELLING?
INVESTOR
RELATIONS MEDIA
RELATIONS
SOCIAL COMMUNITY
CORPORATE MEDIA RELATIONS
COMMUNICATIONS
WEB
BRAND
PRESENCE
EMPLOYEE GOVERNMENT
ENGAGEMENT RELATIONS
Monday, 11 March, 13

27. HOW MANY STORIES
ARE YOU TELLING?
INVESTOR
RELATIONS MEDIA
RELATIONS
SOCIAL COMMUNITY
CORPORATE MEDIA RELATIONS
COMMUNICATIONS
WEB
BRAND
PRESENCE
EMPLOYEE GOVERNMENT
ENGAGEMENT RELATIONS
Monday, 11 March, 13

28. Monday, 11 March, 13

29. Be Social
55% of Twitter users are 35 or older.
63% of Pinterest users are 35 or older.
65% of Facebook users are 35 or older.
79% of LinkedIn users are 35 or older.
royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
Monday, 11 March, 13

30. Integrated brand communications, win.
Monday, 11 March, 13

31. A penny saved is
a penny earned.
Monday, 11 March, 13

32. What does it cost to fix
your brand?
Read the fine print
estimates suggest that small and medium-size businesses spent about $1.6 billion managing their online reputations in 2011.
It expects the figure to grow to more than $5 billion by 2015
Monday, 11 March, 13

33. Does brand really
matter?
53% of American adults use search engines to look for information about
each other
Number one source (78%) of trust in brand reliability comes from
recommendations of other consumers
2010 study 70% of companies have rejected candidates based on the
candidate's online reputation, but only 7%of Americans believe it affects
their job search
87% of consumers look at a CEO’s reputation when judging the reputation
of the company
pewinternet.org switched.com, www.gilpinesd.com www.webershandwick.com
Monday, 11 March, 13

34. The merger of personal
& professional brands
Personal Professional
Brand Brand
Monday, 11 March, 13

35. What do you think?
Personal Professional
Brand Brand
Monday, 11 March, 13

36. You’re brand matters...
PRICELESS...?
Monday, 11 March, 13

37. Nothing you say will fix you’re brand. Nothing.
Monday, 11 March, 13

38. No, really. Im serious.
Monday, 11 March, 13

39. It’s what you do that will fix you’re brand. Period.
Monday, 11 March, 13

40. @stevevirtue
svirtue@pdac.ca
Monday, 11 March, 13