Are you a ‘ SECRET ’ weapon? Maria Carlton Compass Development Group Ltd

The Greatest PA Ever? Maria Carlton – Navigating the Marketing Minefield

While J-Lo was still in Nappies… Wonder Woman aka Diana Prince was a 5 Star, 1 Woman BRAND Maria Carlton – Navigating the Marketing Minefield

What makes a secret weapon? Always Ready for Action! Knows what’s going on – everywhere Understands the business he/she’s in More commonsense than ambition Has great motivation Knows how to get and use information wisely Maria Carlton – Navigating the Marketing Minefield

A Brand vs Brand Values? A brand is the immediately identifiable essence of all that you are or a company is. It is the intangible things that tell people what they can expect to find based on previous experiences of that brand. It is NOT a Logo or just a ‘look’. It is all the things that make the brand stand apart from it’s competitors Maria Carlton – Navigating the Marketing Minefield

Brand Values are… What makes a brand unique. What gives it personality, and substance. The guidelines that give the brand a special identity and purpose. For example: Innovation, Creativity, Honesty, Quality, Freedom, Loyalty, Value, Expensive, Rugged, Dependability, Generosity, Luxurious, Fast, Steady, Safe, Tasty, Efficient, Reliable, Conservative… Maria Carlton – Navigating the Marketing Minefield

Brand Values Let’s talk … AIRLINES – Qantas – Virgin – Air NZ – Singapore – Jetstar CARS – BMW – Lexus – Ferrari – Chrysler – VW – Ford Don’t you want to be a strong brand too? Maria Carlton – Navigating the Marketing Minefield

Exercise: Innovation, Creativity, Honesty, Quality, Freedom, Loyalty, Value, Expensive, Rugged, Dependability, Generosity, Luxurious, Fast, Steady, Safe, Tasty, Efficient, Reliable, Conservative, Warmth, Comfort, Adventure, Leadership, Teaching, Beauty, Catalyse, Win, Superior X, Freedom, Choice… Maria Carlton – Navigating the Marketing Minefield

How much do you consider your company brand in your everyday life? Maria Carlton – Navigating the Marketing Minefield

Example – Fun, Value, Efficiency How to project these into your job Share with someone some ideas for this Dress – Not conservatively, colours, practical Telephone – answered well, smile in voice Meetings – fast, effective communication Stationery – Colours, straight lines Maria Carlton – Navigating the Marketing Minefield

Example – Innovative, style, quality How to project these into your job Share with someone some ideas for this Dress – Stylish suits, trendy, quality Telephone – very smooth lines Meetings – Classy with the food, great technical assistance, Stationery – high quality stock, expensive looking, creative designs Maria Carlton – Navigating the Marketing Minefield

Back to being a secret weapon… What’s your boss’s bottom line ??? – He’s (probably) run by accountants – The little things matter – Dollars are in the details Your eyes are more wide open than his/hers Keep your eyes and ears open Why can’t you be a secret weapon? NO Reason! Maria Carlton – Navigating the Marketing Minefield

What difference can you make? Identify the little things that might make or break the budget and keep the customers happier? Does he/she know that you are his secret weapon? Will you work as a team to make big things happen through small changes? Maria Carlton – Navigating the Marketing Minefield

Know your boss’s objectives… What does he/she need most? Is what you hear in the staffroom more real than what he hears in the boardroom? Have you looked at your company through the eyes of a customer lately? Maria Carlton – Navigating the Marketing Minefield ??/Books Headbands,

Being Brand Conscious Achieves 3 Things… Improves your vision – where your company is great, and not so great Helps you to obtain and filter information – use this wisely Gets you noticed – your boss’s appreciation can have outstanding long term benefits – Pay rise, promotions, head hunted Maria Carlton – Navigating the Marketing Minefield

Wonder Woman Knows… “The secret to being a great secret weapon is knowledge – of who you are, what you stand for, and how to apply these things in your every day personal branding…” Maria Carlton – Navigating the Marketing Minefield