Are you a ‘ SECRET ’ weapon?

1. Are you a ‘SECRET’ weapon? Maria Carlton Compass Development Group Ltd

2. The Greatest PA Ever? Maria Carlton – Navigating the Marketing Minefield

3. While J-Lo was still in Nappies… Wonder Womanaka Diana Prince was a 5 Star, 1 Woman BRAND Maria Carlton – Navigating the Marketing Minefield

4. What makes a secret weapon? Always Ready for Action! Knows what’s going on – everywhere Understands the business he/she’s in More commonsense than ambition Has great motivation Knows how to get and use information wisely Maria Carlton – Navigating the Marketing Minefield

5. A Brand vs Brand Values? • A brand is the immediately identifiable essence of all that you are or a company is. It is the intangible things that tell people what they can expect to find based on previous experiences of that brand. • It is NOT a Logo or just a ‘look’. It is all the things that make the brand stand apart from it’s competitors Maria Carlton – Navigating the Marketing Minefield

6. Brand Values are… • What makes a brand unique. What gives it personality, and substance. The guidelines that give the brand a special identity and purpose. • For example: Innovation, Creativity, Honesty, Quality, Freedom, Loyalty, Value, Expensive, Rugged, Dependability, Generosity, Luxurious, Fast, Steady, Safe, Tasty, Efficient, Reliable, Conservative… Maria Carlton – Navigating the Marketing Minefield

7. Don’t you want to be a strong brand too? Brand Values • Let’s talk … AIRLINES • Qantas • Virgin • Air NZ • Singapore • Jetstar • CARS • BMW • Lexus • Ferrari • Chrysler • VW • Ford Maria Carlton – Navigating the Marketing Minefield

8. Innovation, Creativity, Honesty, Quality, Freedom, Loyalty, Value, Expensive, Rugged, Dependability, Generosity, Luxurious, Fast, Steady, Safe, Tasty, Efficient, Reliable, Conservative, Warmth, Comfort, Adventure, Leadership, Teaching, Beauty, Catalyse, Win, Superior X, Freedom, Choice… Exercise: Maria Carlton – Navigating the Marketing Minefield

9. How much do you consider your company brand in your everyday life? Maria Carlton – Navigating the Marketing Minefield

10. Back to being a secret weapon… Why can’t you be a secret weapon? NO Reason! • What’s your boss’s bottom line ??? • He’s (probably) run by accountants • The little things matter • Dollars are in the details Your eyes are more wide open than his/hers Keep your eyes and ears open Maria Carlton – Navigating the Marketing Minefield

11. What difference can you make? • Identify the little things that might make or break the budget and keep the customers happier? • Does he/she know that you are his secret weapon? • Will you work as a team to make big things happen through small changes? Maria Carlton – Navigating the Marketing Minefield

12. Know your boss’s objectives… • What does he/she need most? • Is what you hear in the staffroom more real than what he hears in the boardroom? • Have you looked at your company through the eyes of a customer lately? ??/Books Headbands, Maria Carlton – Navigating the Marketing Minefield

13. Being Brand Conscious Achieves 3 Things… • Improves your vision – where your company is great, and not so great • Helps you to obtain and filter information – use this wisely • Gets you noticed – your boss’s appreciation can have outstanding long term benefits • Pay rise, promotions, head hunted Maria Carlton – Navigating the Marketing Minefield

14. Wonder Woman Knows… • “The secret to being a great secret weapon is knowledge – of who you are, what you stand for, and how to apply these things in your every day personal branding…” Maria Carlton – Navigating the Marketing Minefield