STAND OUT FROM THE CROWD: STRATEGIES TO DISTINGUISH YOURSELF AND YOUR BUSINESS
with Peg Marckworth and Lynne Lazaroff
Professional excellence isn't enough to set you apart from your competition.
Prospective customers need to understand why you are right for them by understanding: who you are, what you offer, and what differentiates you from your competitors.
Whether you're building your business or your career, branding can help you focus, differentiate your message, and stand out in an authentic and sustainable way.
THE SESSION
In this 90-minute session you’ll learn about branding and what a brand can do for your business and your career.
1. The term Branding is largely misunderstood. It’s not a logo or a website but the strategy that defines who you are, how you’re are unique and what you offer to your ideal customer. It is the compass that informs your business decisions so that you stay on course.
• We’ll explore what a brand really isundefinedand is not
• You’ll learn how brand strategy can improve your business planning and accelerate your marketing activities.
2. You will learn how to define the three key fundamentals of your brand:
• Who You Are-What You Do- What Makes You Special
Identify how these key brand elements create a foundation for your brand
Distinguish what makes sets you apart from your competition
• Who You Want to Attract and Who You Don’t
Develop a profile of your ideal client
Learn how to define a niche market that is unlike others in your industry
• What You Promise - What You Offer and What They Receive
Learn the meaning of a brand promise
Identify and clearly express what you promise
Understand what you need to do to fulfill your brand promise
3. You will learn
• The most common branding mistakes
• How to avoid these mistakes so that your brand works
TAKE-AWAYS FROM THE EVENING:
This program will teach you:
1. What a brand is and why you need one
2. How to be clear about who you are and what you do
3. How to set yourself apart from your competition
4. How to use your brand to improve your communication, business decisions, and marketing campaigns
BIOS
Peg Marckworth
Peg Marckworth is the principal of Marckworth Associates. Peg’s collaborative, strengths-focused approach is based on her ability to see the potential in others and build on their strengths.
Peg’s 25 year background in marketing, public relations and cognitive behavioral therapy gives her a unique perspective. Her real world and theoretical understanding of individual and group change helps her clients succeed. Peg has worked with companies, non-profit organizations and government agencies throughout the United States and Canada.
Peg co-owned an award-winning public relations firm, known for its national media campaigns and community relation’s work in urban neighborhoods. She has been a child welfare administrator and researcher, a Washington State lobbyist, and a family therapist.
Lynne Lazaroff
Lynne joined Marckworth Associates with over 25 years of progressive international experience in training and development, performance consulting, and organizational development and a M.S. in Managing for Organizational Effectiveness. Her career includes both full-time roles and independent consulting, and when consulting, she maintains a >90% repeat business ratio.
Lynne has created, implemented, and managed training and organization development functions as well as provided these services in a variety of organizations. Examples include software, telecom, healthcare, architecture, education, finance, insurance, and local, state, and federal government agencies.
Lynne contributes to substantial increases in productivity and bottom-line results for her clients. Her passion for team development supports her teaching skills that improve interpersonal dynamics, effective communication, and leadership at every level of an organization. Lynne is spontaneous, humorous, inclusive, and the very definition of high energy. These traits create a safe and significantly entertaining learning environment, where clients are challenged to stretch beyond their comfort zones to explore their potential and maximize their performance.
COST:
$15 Members when pre-paid & pre-registered
$20 Non members when pre-paid & pre-registered
$20 Walk in rate for members
$25 Walk in rate for non members
$10 for students pre-registered or walk in
AGENDA:
6:00 - 6:30 pm We gather – Arrival, Registration & Opening (Refreshments served)
6:30 – 8:00 pm Topic Presented
8:00 – 8:30 pm We wrap up, evaluation, & closing announcements
Please be aware that our meetings could be recorded or photographed.
Online registration closes the Friday prior to the meeting. PNODN welcomes and encourages walk ins at the door where the walk in rates will be:
$20 Walk in rate for members
$25 Walk in rate for non members
$10 for students pre-registered or walk in
Consider joining PNODN - members can save up to $10 per meeting - that's up to a $90 savings for the year.
