The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand

by Karen Tiber Leland

Overview

If You Don’t Define Your Brand, Someone Else Will Define It for You
Your small business is a brand. You as a business person are a brand! Imagine using a time-tested,strategic method to build your brandwith best practices for online marketing and more! Brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater influence in their industries and companies, and become thought leaders in their fields.
The Brand Mapping Strategy uses proven strategies, best practices and anecdotes from real life brand-building successes to give readers the tools they need to design, build, and accelerate a successful brand. Readers will be able to:

• Develop an overall blueprint for their brand using the Brand Mapping Process®
• Determine which online tactics (and in what combination) will work for their brand
• Expand the current brand outreach and contribution to a bigger audience in their industry, community, or the world at large
• Become a thought or industry leader, using clear positioning, a specific strategy for brand building, and a method for implementation
• Leverage content effectively and efficiently to build their brand
• Develop a marketing and social media strategy using the right platform

Product Details

ISBN-13:	9781599185897
Publisher:	Entrepreneur Press
Publication date:	06/14/2016
Pages:	178
Product dimensions:	6.00(w) x 8.90(h) x 0.60(d)

About the Author

Karen Leland is the best-selling author of seven books and a freelance writer who has been published in Self, Woman’s Day, Spirituality & Health, Entrepreneur, the Los Angeles Times, and others. In addition, she is the founder of Sterling Consulting and Marketing Group. Her clients have included Apple Computer, American Express, Marriott Hotels, Johnson & Johnson and others. She is also a popular speaker for business groups including the Young Presidents’ Organization, American Management Association and Direct Marketing Association.

Leland is a frequent guest of the media and has been interviewed for her expertise by The New York Times, Fortune, Inc., Oprah, The Today Show, CNN, The Wall Street Journal and others. Karen has also written extensively for the online market with featured articles in CNBC.com, All Business.com, Salon.com, The Huffington Post and PsychologyToday.com. She lives in Tiburon, CA.

Table of Contents

Acknowledgments xi

Preface The Power of Conscious, Authentic Branding xiii

Top Ten Reasons to Buy This Book xviii

How To Use This Book for Maximum Benefit xix

Part 1 Ready, Aim, Brand

Chapter 1 The New Branding and Marketing Mindset and Myths: How to Brand Yourself and Your Business in the Digital Age 3

Shift 1 From the Lucky Few to the Persistent Many 4

Shift 2 From the Big Stick to Small and Targeted 6

Shift 3 From a Sprint to a Marathon 8

Chapter 2 The Marketing Mastery Pyramid: The Path to Industry and Thought Leadership 13

Phase 1 Platform Development-Brand Design and Strategy 15

Phase 2 Brand and Buzz Building-Brand Expansion and Acceleration 24

Phase 3 Thought/Industry Leadership-Brand Authority 25

Where Are You on the Marketing Mastery Pyramid? Take the Quiz 26

Chapter 3 The Brand Mapping Process®: Seven Core Elements of a Powerful Business, Team, and Personal Brand 31

The New York Skyline 33

Core Element 1 Anchor Statement 34

Core Element 2 Unique Branding Proposition 43

Core Element 3 Brand Tone and Temperament 47

Core Element 4 Brand Energy 52

Core Element 5 Signature Story 60

Core Element 6 Signature Services 64

Core Element 7 Brand Enhancers and Reducers 66

Chapter 4 The Brand Mapping Strategy: Creating Your Business and Personal Branding Plan 69

Understand the Tactical Landscape 70

Determine Your Best Tactical Approach 80

Create Your Implementation Strategy 81

Measure Success and Pivot as Needed 82

Beware the Blow Dryer Effect 83

Part 2 Your Personal Brand in Action

Chapter 5 Sync Up Your Online Presence: Positioning Strategy for Social Media 87

Why Social Media Really Matters to You 88

Social Media Site Review 92

Which Social Media Site Is Right? 95

Sync Up Your Social Media 96

Chapter 6 The Misguided Myths of Personal Branding: What You Need to Know That You Think You Know, But Don't, to Brand Yourself 99

Myth 1 Personal Branding Is a Relatively New Phenomenon 100

Myth 2 Your Reputation Is Your Personal Brand 100

Myth 3 Your Personal Brand Is All About You 100

Myth 4 A Personal Brand Is a Good Thing 101

Myth 5 Your Image Is Your Personal Brand 101

Myth 6 A Personal Brand Is Nice but Unnecessary 101

Myth 7 Your Personal Brand Is at Odds with Your Business Brand 102

Chapter 7 Defining and Refining the Three Expressions of Your Personal Brand: Building Your Personal Brand with Visual, Intellectual, and Emotional Capital 103

Work Your Subject 104

There's More Than One Right Answer 105

A Photograph Expresses Three Things, Not One 105

The Visual Element of Your Personal Brand 105

The Intellectual Aspect of Your Personal Brand 110

The Emotional Connection to Your Personal Brand 117

When Is It Time to Rebrand? 118

Part 3 Creating the Brand-Centric CEO and Company

Chapter 8 Your C-Suite and CEO Brand: Creating a Parallel Brand to Drive CEO Reputation, Executive Presence, and Thought Leadership 123

Recognize the Value of a Parallel Brand 124

The C-Suite/CEO Brand Matrix 124

Practice C-Suite and CEO Reputation Management 125

Establish Your Thought Leadership 131

Engage in Content Marketing 134

Strengthen Personal and Executive Presence 134

Network in Meet Space 138

Chapter 9 Defining and Refining the Five Expressions of a Brand-Centric Company: Create a Culture That Gets Your Organization in Alignment with Your Brand Promise 139

Customer Experience 140

Management Commitment 143

Employee Engagement 144

Processes, Procedures, Systems, and Standards 144

Organizational Infrastructure 144

How Brand-Centric Is Your Business? 145

Two Paths to Becoming a Brand-Centric Organization 145

Using the Power of Teams to Live the Brand 154

Beyond Team Building to Team Branding 158

Chapter 10 At the Crossroads Where Business and Personal Brands Meet: Why Proactive Career Management Is a Win for Everyone 163

Get Your Social Media Interview Ready 164

The Quality of Your Digital Footprint Counts 164

Protect Your Privacy 166

Curate Your Friends 166

Turnabout Is Fair Play 167

We Have Come Full Circle 167

About the Author 169

Looking for More Help Implementing Your Personal, Business, or CEO Brand? 170

Index 173

Editorial Reviews

“How can you make a brand synonymous with leadership, intelligence, and integrity? Karen Leland answers these questions and more with insight, warmth, and wit. This is a book that will help you raise your profile and turn heads.”
—John Paul Rollert, Harvard Extension School

“Every executive should read The Brand Mapping Strategy. It will open their eyes to what their full potential is, transform how they portray themselves, open doors to opportunities they aspire to, and ultimately inspire their teams and organizations to perform and achieve for a higher purpose.”
—Nina Lualdi, Sr. Director of LATAM Innovation Cisco

“From the personal to the corporate, from large organizations to small, The Brand Mapping Strategy is a critical market advantage for the bold and ambitious.”
—Alan Weiss, Ph.D., bestselling author of Million Dollar Consulting

“With characteristic wit, charm, and relatable anecdotes, Karen Leland’s The Brand Mapping Strategy swiftly whisks the reader through the steps necessary to establish themselves and their business not only as a thought leader, but a true leader. This is an important read for anyone building a business, with something to say, or who desires to be truly heard.”
—Binta Niambi Brown, Fortune magazine’s 40 Under 40 and Founder of Big Mouth Records and Fermata Entertainment

“In this fast-changing, highly competitive era, it’s more important than ever to know who you are and express it with distinction. Karen Leland’s The Brand Mapping Strategy clearly and powerfully shows today’s CEO how to create a personal brand that has a dramatic impact not only on their reputation, but the reputation of their companies.”
—Ken Dychtwald, Ph.D., Bestselling author of Age Wave

“Building a personal brand is one of the essential skills for survival now and in the future. In The Brand Mapping Strategy, Karen Leland has provided a roadmap for every entrepreneur and CEO that is looking to master his or her brand, and turn it into a profitable competitive advantage.”
—Stewart Emery, International bestselling author of Success Built to Last

“Karen Leland’s The Brand Mapping Strategy is a must read for any C-level executive. It is full of practical advice for any leader looking to enhance their executive presence and transform their team.”
—Marjorie Hutchings, CIO of State Fund Insurance

“The Brand Mapping Strategy has taken the mystery out of branding and provides a roadmap for any small-business owner, entrepreneur, or CEO to dramatically elevate both their personal and company brands.”
—Adam Markel, CEO of New Peaks, formerly Peak Potentials

“The Brand Mapping Strategy captures the heart of what it means to have an authentic brand and how to powerfully and profoundly get there. I highly recommend it!”
—Lynne Twist, Bestselling author of The Soul of Money

“The Brand Mapping Strategy is an exceptional book for those who truly want to build effective brands, rather than just talk about it. Candid and practical, Karen Leland’s emphasis on a research-based approach to brand building is a valuable guide for executives at every level.”
—Nathan Richter, Partner at Wakefield Research

“In The Brand Mapping Strategy, Karen Leland provides insider secrets to creating a world-class brand. Leaders will be inspired to transform not only the expression of their own brand, but that of their team and company.”
—Olivia Fox Cabane, Author of The Charisma Myth

“No matter what business you are in you don’t just read The Brand Mapping Strategy study it and use it as your personal tool to set yourself, your company, and
product apart from the pack.”
—Dave Austin, International bestselling author of Be A Beast

“Karen Leland’s dynamic and no-nonsense perspective clearly outlines how to effectively put your personal brand into action using visual, intellectual, and emotional capital! The step-by-step insights and guidelines she shares on how to differentiate yourself as a brand and enhance your brand equity are spot on and essential in today’s ultra-competitive world of branding. A must read for anyone who wants to stand out amongst the clutter by creatively promoting their brand attributes and relevantly communicating their full brand potential!”
—Thomas W. Merchant, Former International Marketing & Communications Manager of Peugeot Automobiles, Paris, France

From the Publisher