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Social Brand…
Creating Value
Dr Ira Kaufman
©2012
What is a Brand?
• A name, term, logo, design, symbol, personality,
values or any other feature that identifies one
seller's good or service as distinct from those of
other sellers. A brand may identify one item, a
family of items, or all items of that seller.
• Branding A brand is a customer experience
represented by a collection of images and ideas.
Brands Create Value
• Defining Value
– Clarify organizational values
– Determine Value Proposition
• Designing Value
– Define Brand Essence… your identify
– Determine your Brand Promise
• Positioning
- Segment Customers
• Communicating Value
– Determine Image and Personality (logo)
Lego Branding
Brand Essence
Articulate your Identify
• Be who you are, become what you want
to be in 3-5 words
– Transparent
– Honest
– Consistent
– Clear on your direction
• Humanize your brand
– What is its persona, beliefs, passions?
– Is your brand aligned with personnel, online
interactions
Lego Brand Essence
http://www.youtube.com/watch?v=qIZ2lua9aQA
Jobs on Brand Essence
http://www.youtube.com/watch?v=4yefGOif2WU
http://www.youtube.com/watch?v=cFEarBzelBs
Brand Promise
“Value” delivered by organization to user
• Properties
• Perceived image
• Organization’s “promises”
• Expected results
Orthodontic Excellence
• Our dynamic team is devoted to creating
smile masterpieces one patient at a time
utilizing the latest in treatment techniques
and technology. Our dedication excellence
enables us to consistently exceed our
patients' expectations of service, and
positively impact our local community by
providing exceptional care.
http://www.smilewithbraces.com/
https://www.facebook.com/orthosmileorthodontics
About the Presenter
Ira Kaufman, President. Ira combines 30 years of rich experiences
with businesses and non-profits to guide them to leverage the power
of social media for marketing, recruitment and organizational
development. Ira collaborates with a team of experts to design
interactive environments to by integrating traditional advertising,
online marketing, public relations and social media. His strong values
and sensitivity to organization innovation and change are the
foundation of his work. Ira has a PhD in Marketing and serves as a
consultant, public speaker, and lecturer for companies and Senior
Executive programs. Currently he is Assistant Professor, Lynchburg
College School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
www.entwinedigital.com