Sian Porter MSc(Econ) BSc(HONS) RD MBDA 4th May 2017 Brand You Sian Porter MSc(Econ) BSc(HONS) RD MBDA 4th May 2017

What is a brand Communicates specific information Distinguishes from others Carries a promise Qualities Characteristics Uniqueness Gives identity/image Logo Charity;network;name;

What does your brand promise to clients? Research Define Strategise Implement Live it always! If your brand doesn’t promise something that customers want and can’t already get, it will fail.

the environment where you do business Research your target audience your competitors your market the environment where you do business

What customers want and need How you can add value to their lives Identify What you do well What customers want and need How you can add value to their lives

Unique Value Proposition 1. Benefits Explain what you can do. 2. Differentiation Explain why you do it better than competitors. 3. Quantifiable Proof Explain how you can prove what you can do and why you can do it better than competitors.

Managing the brand What kind of work can I do? What kind of work do I want? Who are my key customers? Where are my customers? How can they find me? How can I tell my customers I’m here? Reference(s)? Who are my competition? What is the current economic situation? Communications Added value? The busy fool Charity;network;name;

Network Professional Social Virtual

So many arenas. Pick out a few examples e. g So many arenas! Pick out a few examples e.g. business = linked in, photos = flickr, Can be blessing or curse

Professional Guidelines

Top Tips from BDA BDA guidance: Don’t identify your place of work unless you have approval Act responsibly at all times - uphold reputation of the profession Don’t post informal or derogatory comments about your colleagues, work, place of study etc.. Do not discuss confidential work-related material

Top Tips from BDA Protect your privacy! Think about what information you are sharing & with whom (remember it’s the www) If disagreeing with others keep replies polite & inoffensive, even when provoked – stick to facts! Once it’s out there remember it can be RT’d, quoted, plagiarised & redistributed! If you wouldn’t want your post displayed on a billboard outside your work, don’t post it!

Top Tips from BDA Nutrition and Health Regulations Brand endorsement: advertising; give- aways Non-evidence based/context for information e.g. high protein Legal issues such as Data protection, claims - ignorance being no defence Differences between you blogging as dietitian and other types of blogs e.g. food, beauty Impact on day job 'Are you behaving in a professionally responsible way?' and how others view what you do, not just how you view it.

What drives media coverage? Picture stories Celebrity People stories Controversy Debate Argument Research News Tallest Shortest Fattest 17

Learn, Unite, Support and Share

Nutrition experts? We are the experts in nutrition but many people follow celebrities advice. why? Any thing we can learn?

Own the Area Get out there Be the best Be bold Be relevant Be professional Be current Be available Don’t pass it up - Pass it on Be bold, confident and relevant. Stick to nutrition fact but make it interesting and engaging Really important if you agree to do something you do it. The media moves very quickly and won’t wait. If you cannot do something pass it on to press office/a colleague rather than a wasted opportunity .

Authority and Credibility Qualification/experience Impact words Be you Play to your strengths Ask for feedback & act on it Third party endorsement/references Be assertive ‘Don’t ask, don’t get’ What goes around , come around Listen! You’re only as good as your last job

If you get your brand right…….

You could marry a prince!