The Brand Mapping Strategy

1. Chapter 01 :   The New Branding and Marketing Mindset and Myths
   
   • How to Brand Yourself and Your Business in the Digital Age
   • Shift 1: From the Lucky, Few to the Persistent Many
   • Shift 2: From the Big Stick to Small and Targeted
   • Shift 3: From a Sprint to a Marathon
2. Chapter 02 :   The Marketing Mastery Pyramid
   
   • The Path to Industry and Thought Leadership
   • Phase One: Platform Development—Brand Design and Strategy
   • Phase Two: Brand and Buzz Building—Brand Expansion and Acceleration
   • Phase Three: Thought/Industry Leadership—Brand Authority
   • Where Are You on the Marketing Mastery Pyramid?
   • Take the Quiz
3. Chapter 03 :   The Brand Mapping Process©
   
   • Seven Core Elements of a Powerful Business, Team, and Personal Brand
   • Core Element 1: Anchor Statement
   • Core Element 2: Unique Branding Proposition
   • Core Element 3: Brand Tone and Temperament
   • Core Element 4: Brand Energy
   • Core Element 5: Signature Story
   • Core Element 6: Signature Services
   • Core Element 7: Brand Enhancers and Reducers
4. Chapter 04 :   The Brand Mapping Strategy
   
   • Creating Your Business and Personal Branding Plan
   • Understand the Tactical Landscape
   • Determine Your Best Tactical Approach
   • Create Your Implementation Strategy
   • Measure Success and Pivot as Needed
   • Beware the Blow Dryer Effect

1. Chapter 05 :   Sync Up Your Online Presence
   
   • Positioning Strategy for Social Media
   • Why Social Media Really Matters to You
   • Social Media Site Review
   • Which Social Media Site Is Right?
   • Sync Up Your Social Media
2. Chapter 06 :   The Misguided Myths of Personal Branding
   
   • What You Need to Know That You Think You Know, But Don’t, to Brand Yourself
   • Myth 1: Personal Branding Is a Relatively New Phenomenon
   • Myth 2: Your Reputation Is Your Personal Brand
   • Myth 3: Your Personal Brand Is All About You
   • Myth 4: A Personal Brand Is a Good Thing
   • Myth 5: Your Image Is Your Personal Brand
   • Myth 6: A Personal Brand Is Nice but Unnecessary
   • Myth 7: Your Personal Brand Is at Odds with Your Business Brand
3. Chapter 07 :   Defining and Refining the Three Expressions of Your Personal Brand
   
   • Building Your Personal Brand with Visual, Intellectual, and Emotional Capital
   • Work Your Subject
   • There’s More Than One Right Answer
   • A Photograph Expresses Three Things, Not One
   • The Visual Element of Your Personal Brand
   • The Intellectual Aspect of Your Personal Brand
   • The Emotional Connection to Your Personal Brand
   • When Is It Time to Rebrand?

1. Chapter 08 :   Your C-Suite and CEO Brand
   
   • Creating a Parallel Brand to Drive CEO Reputation, Executive Presence, and Thought Leadership
   • Recognize the Value of a Parallel Brand
   • The C-Suite/CEO Brand Matrix
   • Practice C-Suite and CEO Reputation Management
   • Establish Your Thought Leadership
   • Engage in Content Marketing
   • Strengthen Personal and Executive Presence
   • Network in Meet Space
2. Chapter 09 :   Defining and Refining the Five Expressions of a Brand-Centric Company
   
   • Create a Culture That Gets Your Organization in Alignment with Your Brand Promise
   • Customer Experience
   • Management Commitment
   • Employee Engagement
   • Processes, Procedures, Systems, and Standards
   • Organizational Infrastructure
   • How Brand-Centric Is Your Business?
   • Two Paths to Becoming a Brand-Centric Organization
   • Using the Power of Teams to Live the Brand
   • Beyond Team Building to Team Branding
3. Chapter 10 :   At the Crossroads Where Business and Personal Brands Meet
   
   • Why Proactive Career Management Is a Win for Everyone
   • Get Your Social Media Interview Ready
   • The Quality of Your Digital Footprint Counts
   • Protect Your Privacy
   • Curate Your Friends
   • Turnabout Is Fair Play
   • We Have Come Full Circle