One of the keys to making a speech or presentation memorable is to consider the concept of branding while preparing, notifying and presenting your topic.
What is branding? According to Wikipedia, it is a name, logo, slogan, and/or design scheme associated with a product or service. This makes the product memorable or makes it stand out in a crowded market place.
Much time, effort and expense are put into the branding of a consumer product. In addition, once in place, companies go to great lengths to protect their brand. If possible, they protect it legally with patents or copyrights. Once that is achieved, they may litigate against violators to protect and sustain the brand.
For example a local restaurant may use the brand name on a food item and substitute a cheaper product because that food has become ubiquitous in the marketplace. The national brand holder may bring a suit, not necessarily to win a big settlement from the restaurant, but to establish in case law that it is vigilant in protecting its brand.
How can we use this knowledge in making speeches or presentations?
The following will be helpful:
1. Make time for thoughts and actions about branding the presentation. For example, say your company is considering a new training regimen to help increase customer service awareness amongst its employees. Consideration of branding the training as a product can create avenues to make the program compelling to the employees.
2. Brand your presentation with outside the box thinking. It is not just a presentation; it is the key to future profits or success. There is currently a national candy manufacturer who has rebranded a candy bar into a preventative for hunger or the associated psychological symptoms that follow hunger. Think about this to make your presentation brand irresistible.
3. Once branded, then market the brand in the same way that a national consumer goods company might. Come up with a campaign that may include posters, celebrity endorsements (your CEO may jump at the chance).
Make your upcoming presentation a compelling event and watch how your audience responds with excitement and enthusiasm!