Global Branding and Ries’ 22 Immutable Rules

I am often hired as a consultant to companies that need to create and implement global branding strategies to increase their presence as well as expand their market share. These are different challenges, but most of the times, they come together with a very similar set of questions. Most companies are looking for a cost effective formula to launch products and services and acquire a loyal user base that grows exponentially (virally).

Let’s face it: Branding is crucial. If you are looking for basic branding rules, I suggest reading Al Ries’ 22 immutable Laws of Branding. When working with global branding, remember to prioritize your demographics and adapt the rules regionally, without losing the brand identity.

Here is one excellent example: In order to expand to Israel, McDonald's needed respect the local culture and as a result modify some of its key characteristics (such as menu items) without losing its brand consistency. Besides changing its menu to offer 100% kosher beef and non-dairy products (including no cheeseburgers), they decided to also close on Saturdays and religious holidays. In addition to that, their commitment to give back to the local communities is kept as they donate hundreds of thousands of NIS to charities which benefit children such as The Shnider Hospital for Children; Make a Wish Association; The Fighting Cancer Association, and etc.

If you wish to learn more about global branding, please click here to read a previous post.

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The Fear Factor: Public Speaking

Marketing, PR and Communication professionals are often expected not only to create powerful and persuasive Marketing collateral such as sell sheets and PowerPoint presentations, but also to be articulate speakers.

Public speaking is a learned skill, just like playing the piano or the trumpet. It takes time and practice. There are several courses and even orators groups, such as Toastmasters Internationals where you can practice in a friendly, supportive and encouraging environment while receiving the guidance you need.

Here are 10 tips for Public Speaking from the Toastmasters International website:

1. Know your material. Pick a topic you are interested in. Know more about it than you include in your speech. Use humor, personal stories and conversational language – that way you won’t easily forget what to say.

2. Practice. Practice. Practice! Rehearse out loud with all equipment you plan on using. Revise as necessary. Work to control filler words; Practice, pause and breathe. Practice with a timer and allow time for the unexpected.

3. Know the audience. Greet some of the audience members as they arrive. It’s easier to speak to a group of friends than to strangers.

4. Know the room. Arrive early, walk around the speaking area and practice using the microphone and any visual aids.

5. Relax. Begin by addressing the audience. It buys you time and calms your nerves. Pause, smile and count to three before saying anything. ("One one-thousand, two one-thousand, three one-thousand. Pause. Begin.). Transform nervous energy into enthusiasm.

6. Visualize yourself giving your speech. Imagine yourself speaking, your voice loud, clear and confident. Visualize the audience clapping – it will boost your confidence.

7. Realize that people want you to succeed. Audiences want you to be interesting, stimulating, informative and entertaining. They’re rooting for you.

8. Don’t apologize for any nervousness or problem – the audience probably never noticed it.

9. Concentrate on the message – not the medium. Focus your attention away from your own anxieties and concentrate on your message and your audience.

10. Gain experience. Mainly, your speech should represent you — as an authority and as a person. Experience builds confidence, which is the key to effective speaking. A Toastmasters club can provide the experience you need in a safe and friendly environment

For additional information on Toastmasters International, click here to visit their website and look for a club close to your work or home.