SMPS WAVE - Pacific Regional Conference Recap - Branding (Part 5)

The 2015 SMPS WAVE - Pacific Regional Conference is now in the rearview mirror. While it was an amazing experience, it was impossible to catch all of the amazing presentations. Thankfully, several SMPS Fellows sat in on each presentation and shared their findings during the last session of the conference. Moderated by our own Bill Strong, FSMPS, CPSM, Owner, Bill Strong Consulting, the session provided an open discussion of the key points conference attendees should take with them. We are happy to share their findings with you on Friday mornings over the next few weeks. 

BRANDING

Ignite Your Firm's Potential: Strategic Brand Alignment for Superior Performance - Dan Caine

Building Brands That Build Business - Be Bold, Be Brave, Be True - Alethea O'Dell, CPSM

by Ted Sive, FSMPS, Principal, Ted Sive Consulting

Three Key Takeaways 

1. How & Why over What - Focus on How and Why your firm does what it does over What you do. Your 'Why Statement' speaks to the inspirational side of your work while still supporting your business goals. 

2. Think Metaphorically - It is difficult to keep the leaders emotions out of the branding process so it is best if you think in metaphors. Use objects to imagine or describe your firm - are you a river or an ocean, a rock star or opera singer, a sports care or a 4-wheeler?

3. Culture Eats Strategy for Breakfast - Statistics show that focusing internally is very important to keep employees 'engage' during a branding initiative. It is truly imperative to understand the importance of internal activities and roll-outs.

Take Away From My Expertise

A firm's internal audience is the most important aspect of branding - if you convince and excite your staff, you are 90% there and success is guaranteed.

New Item I Learned

Surprisingly, the national statistics about firms and their members is that about 26% of staff disengages from their firms - that reinforces the notion to make sure they are completely on board with your brand.