PERSONAL BRANDING
The Driving Force Behind The Great Success
Freddy Rangkuti
The Power of Brands Brand yang berhasil: Mampu membedakan kita dengan para pesaing Mampu meletakkan pesan yang kita sampaikan kedalam hati dan pikiran target customers Mampu menciptakan ”Top of Mind” dalam brand awareness. Membantu pengambilan keputusan dalam proses kerjasama Mendorong menjadi market leader Meningkatkan emotional buyers Mudah dikenali Membantu meningkatkan potensi penjualan Membantu menciptakan perceived value terhadap produk/jasa yang dijual.
Slide 2 © 2010, Freddy Rangkuti
Tentukan Tujuan Anda World Population 90%
Active Income No work, no pay
World Wealth 10% Slide 3 © 2010, Freddy Rangkuti
World Population 10%
Passive Income Bisnis yang akan jalan terus Meskipun kita tidak ada disitu
World Wealth 90%
JADIKAN DIRI ANDA MEMILIKI NILAI LEBIH Dengan memberikan Superior Customer Delivered Value Image value Personnel value Services value
Total customer value
Product value
Customer delivered value
Monetary cost
Time cost Energy cost Psychic cost
Total customer cost
CARA MEMBENTUK PERSONAL BRANDING
1. 2. Menentukan Menentukan 4. Kelolakita spesialisasi 3.Your Menentukan Apa yang akan Brand (SWOT analysis) STP Kita kerjakan (Virus Marketing)
Slide 5 © 2010, Freddy Rangkuti
Cara Mengelola Your Brand
Core Competence
Your Service STP Marketing Strategy
Differentiation
Brand Equity Akumulasi dari berbagai kegiatan marketing
Your Brand Equity
Position Yourself Make it a part of your goals
BE DIFFERENT OR DIE
The Dimensions in Brand Equity Building Brand awareness Brand Association Familiarity and knowledge of the brand (Perceived Quality) Consideration to evaluate the brand Purchase
Brand loyalty Slide 8 © 2010, Freddy Rangkuti
LEAPFROGGING TECHNIQUES WOMM umbrella term
• Buzz marketing –
Special , event, promotion
• Viral marketing
– Branded material, websites, blogs, advergames, videos, utilities, collaboration tools
• Influencer marketing –
Identifying and finding the influencers
• Evangelist marketing –
–
Turning most loyal customers into citizen marketers
• Street marketing
Interacting at popular offline places dikaitkan dengan kejadian yang di desain khusus
Slide 9 © 2010, Freddy Rangkuti
Bree
ALASAN Mengapa Anda Harus Memasarkan Diri Anda (misalnya Melalui BLOG) Identify and target your users Provide channels of information Choice/selection in data stream From the general to the granular, your readers can choose if you offer them a range of content Supplementing info/data/resources from websites, e-newsletters, paid subscription services, online databases Aggregate your current publishing formats Intranet Portal Websites Handouts/brochures Power Points Emails Newsletters
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Branding/marketing vehicle for your library – good PR Offers tangible, ongoing documentation of work product Justify resources, staffing, additional services Where is that report, news article, survey, training manual? Promote, maximize internal collaboration, knowledge base management of resources, tasks and projects Real time publishing Direct, no intermediary req’d You are the expert Blogging will focus and expand upon your skills Level the playing field…minimize barriers and increase visibility, communications, integration of resources
Using Your Blog as an IMC Tool
Your Blog
Educates or Informs Customers
Obtains Customer Database Information Slide 11 © 2010, Freddy Rangkuti
A Persuasive Advertising Medium
Communicates and Interacts With WithCustomer Buyers
A Sales Tool or an Actual Sales Vehicle
Provides Customer Service and Support
Builds and Maintains Customer Relationships
New Channels – Social Media Communication
Community
Personal
Information Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as blogs, message boards, podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia
BUILD THE MARKETING INTO YOUR BRAND Slide 13 © 2010, Freddy Rangkuti
THE PRODUCT IS THE MARKETING – Oprah Winfrey
Slide 14 © 2010, Freddy Rangkuti
9 Attributes of Strongest Brands
Attribute #1
USE RESEARCH
Do not make any assumptions: Never assume that you know what your customers want without talking to them
Attribute #2
Create your USP using Elevator Speech What is an elevator speech? • Penjelasan secara singkat mengenai apa yang Anda kerjakan dan untuk siapa. • Penjelasan nilai apa yang Anda tawarkan, benefit dan kualitas. • Penjelasan harus singkat dan padat. • Mengundang keingintahuan. Slide 17 © 2010, Freddy Rangkuti
These Are NOT Elevator Speeches • “My name is Daryono, I’m in PR.” • “My name is Yanto, I’m a consultant.” • “My name is Dita, I work for Young & Co.” • “Hi, I’m Diana, I’m a lecturer
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How about these…? • “Perkenalkan, saya Ryan, dari Frai Consulting, 15 tahun bekerja meningkatan sistem keuangan usaha kecil” • “Hi, saya Al-Amin, spesialis dibidang presentation skill untuk meningkatkan kemampuan berbicara didepan umum.”
Make your elevator speech part of your brand. Slide 19 © 2010, Freddy Rangkuti
Attribute #3
Delivering Benefits (Fokus pada maximizing customers product & service experience)
Attribute #4
Relevant Innovation (In touch with customer tastes, current, market conditions, and trends)
Attribute #5 Pricing Strategy berdasarkan Consumer perceptions of value (Optimized price, cost, and quality to meet or exceed customer expectation)
Attribute #6 Properly Positioned (establised desirable points of difference)
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Attribute #7 Consistent (Marketing Programs are not sending conflicting messages)
Attribute # 8 Understand what brand means to consumers (Memahami apa yang disukai target market)
Attribute # 9 The company monitors sources of brand equity (ada penanggung jawab yang selalu memonitor brand equity)
KESIMPULAN Jangan Takut Mencoba
IF YOU WANT TO READ MORE OF WHAT I’M THINKING… http://www.fraimarketing.com
www.fraimarketing.com
Dr. Freddy Rangkuti MD FRAI Marketing, lebih dari 20 tahun memberikan Advisori, konsultasi dan pelatihan pada berbagai perusahaan swasta maupun BUMN di seluruh Indonesia. Mengadakan riset di dalam maupun di luar negeri dengan beasiswa USAID, CIDA, dan IDA IRELAND, Advisor pada lembaga Internasional seperti ADB dan Swisscontact, Best Selling Author 18 buku diterbitkan oleh Kompas – Gramedia.
www.fraimarketing.com Slide 29 © 2010, Freddy Rangkuti
