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

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

6. 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.

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

8. 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

9. 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.

10. 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;

11. Network
Professional
Social
Virtual

12. 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

13. Professional Guidelines

14. 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

15. 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!

16. 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.

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

18. Learn, Unite, Support and Share

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

22. 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 .

23. 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

24. If you get your brand right…….

25. You could marry a prince!