The Brand Mapping Strategy

1. Define Your Brand or Someone Else Will

If You Don't Define Your Brand, Someone Else Will Do It For You.

Brand control is crucial. In today's digital age, having a strong, well-defined brand is non-negotiable for personal and business success. Your brand is not just a logo or tagline, but a multilayered narrative told across multiple channels. It encompasses your values, expertise, and unique contributions.

Proactive brand management:

• Articulate your brand clearly before building a website or engaging in social media
• Develop a consistent brand message across all platforms
• Regularly assess and refine your brand to stay relevant

By taking control of your brand narrative, you prevent others from defining it for you and ensure that your intended message reaches your audience effectively.

2. The Marketing Mastery Pyramid: From Platform to Thought Leadership

The Marketing Mastery Pyramid is a three-step journey that organically grows individuals and businesses from platform development through brand building and lands them squarely in thought/industry leadership.

Climb the pyramid strategically. The Marketing Mastery Pyramid outlines a clear path to thought leadership, consisting of three phases:

1. Platform Development (Brand Design and Strategy)
2. Brand and Buzz Building (Brand Expansion and Acceleration)
3. Thought/Industry Leadership (Brand Authority)

Key actions for each phase:

• Platform Development: Define brand, create a marketing-oriented website, establish social media presence
• Brand and Buzz Building: Engage in PR, content marketing, speaking engagements
• Thought Leadership: Consistently generate high-quality content, become a trusted source of information, add new insights to your field

By methodically progressing through these stages, you can build a solid foundation for your brand and ultimately establish yourself as a recognized authority in your industry.

3. The Seven Core Elements of a Powerful Brand

The Brand Mapping Process© is meant to help you craft a conscious brand—one that is true to your inner purpose, deepest gifts, and unique contributions.

Craft an authentic brand. The Brand Mapping Process© identifies seven core elements essential for creating a powerful and authentic brand identity:

1. Anchor Statement: Your concise brand description
2. Unique Branding Proposition: What sets you apart
3. Brand Tone and Temperament: Your consistent mood and character
4. Brand Energy: What you consistently contribute
5. Signature Story: Why you do what you do
6. Signature Services: Your core competencies and offers
7. Brand Enhancers and Reducers: Your strengths, weaknesses, opportunities, and threats

By thoroughly exploring and articulating these elements, you create a comprehensive brand map that guides all your branding and marketing efforts, ensuring consistency and authenticity across all platforms.

4. Implement Your Brand Strategy with Tactical Precision

Developing an overall blueprint for your brand is a four-step process.

Execute with precision. Implementing your brand strategy requires a systematic approach:

1. Understand the tactical landscape
2. Determine your best tactical approach
3. Create your implementation strategy
4. Measure success and pivot as needed

Key tactical categories:

• Traditional Public Relations
• Publishing/Content Marketing
• Social Media
• Speaking Engagements
• Networking
• Awards/Honors

Choose tactics that align with your brand, audience, and resources. Focus on a few core strategies you can execute well, rather than trying to do everything at once. Regularly assess the effectiveness of your tactics and be prepared to adjust your approach based on results.

5. Sync Your Online Presence for Maximum Impact

In a world where 74 percent of all internet users use social media, you can count on your profiles being checked out on a regular basis.

Harmonize your digital footprint. A cohesive online presence is crucial for effective personal and business branding. Ensure consistency across all digital platforms:

• Use the same or similar profile pictures across platforms
• Maintain consistent color schemes and design elements
• Align your bio and brand messaging on all sites

Key social media considerations:

• Choose platforms that match your target audience demographics
• Tailor your content to fit each platform's strengths
• Leverage keywords to improve searchability
• Regularly update and engage on your chosen platforms

By synchronizing your online presence, you create a powerful, unified brand image that resonates with your audience across all digital touchpoints.

6. Express Your Personal Brand Visually, Intellectually, and Emotionally

A photograph expresses three things, not one.

Multidimensional branding. Your personal brand should be expressed through three key dimensions:

1. Visual Element: Physical representations of your brand

   • Style of dress
   • Color and design choices in branding collateral
   • Professional headshot
   • Branded backgrounds on social media

2. Intellectual Aspect: How you communicate your brand

   • Brand sound bites
   • Branded biography
   • Social media profiles
   • Content creation (blogs, podcasts, books)

3. Emotional Connection: The feelings your brand evokes

   • Identify the primary emotion you want your audience to experience
   • Align your language, visuals, and content to evoke this emotion

By addressing all three dimensions, you create a comprehensive and compelling personal brand that resonates deeply with your audience on multiple levels.

7. Create a Brand-Centric Culture for Organizational Success

Being a brand-centric company requires being a customer-focused one.

Align your organization with your brand. Creating a brand-centric company culture involves five key areas of focus:

1. Customer Experience: Manage interpersonal, product, and process dimensions
2. Management Commitment: Leaders must "walk the talk" of brand values
3. Employee Engagement: Train and support all staff as brand ambassadors
4. Processes, Procedures, Systems, and Standards: Align operational elements with brand promise
5. Organizational Infrastructure: Ensure roles, responsibilities, and recognition support the brand

Implement continuous improvement:

• Use Continuous Brand Improvement (CBI) groups to address specific brand alignment issues
• Involve employees at all levels in the process
• Start with small, achievable improvements to build momentum

By fostering a brand-centric culture, you ensure that your organization consistently delivers on its brand promise, enhancing customer satisfaction and loyalty.

8. Develop a Parallel CEO Brand to Enhance Company Reputation

A parallel brand is the perfect blend of a CEO's personal and company brands.

Leverage CEO reputation. A strong CEO brand can significantly impact company reputation and success. Develop a parallel CEO brand that:

• Complements the business brand
• Is authentic and sustainable
• Enhances both CEO and company reputation

Key strategies for CEO branding:

1. Practice reputation management: Control your online narrative
2. Establish thought leadership: Speak at conferences, contribute to industry publications
3. Engage in content marketing: Create and share valuable insights
4. Strengthen executive presence: Develop gravitas, communication skills, and appearance

By cultivating a strong parallel CEO brand, you can positively influence company perception, attract talent, and build trust with stakeholders, ultimately contributing to overall business success.

Last updated: October 7, 2024