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

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

by Karen Leland

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Product Details

ISBN-13: 9781599185897
Publisher: Entrepreneur Press
Publication date: 06/14/2016
Pages: 224
Sales rank: 671,560
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

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