National Council of County Association ExecutivesOctober 22, 2010

Branding for effective communications

National Council of County Association ExecutivesOctober 22, 2010

Branding for effective communications

What we’ll cover

• Branding is more than a logo—why should you care?

• Your target audiences—perception is reality

• Generational perspectives and their impact on communications

• What do you need to communicate? Going beyond the “stuff”

• What are the actions you want to inspire in your audiences?

• How do you define your purpose, goals and intentions to your audiences?

• Measuring your communications against WIFM—“What’s in it for me?”

• What is the critical “point of choice” for your communications?

• Strategies to build your brand

What we’ll cover

NCCAE | Why brand?

What is a brand?What is a brand?

What is a brand?• The name of a product or service• A warranty, trusted concept or essence• A preference in the mind of your

audience• An expectation of a certain level of

service• Confidence in knowing what to expect• Value in the mind of the audience

NCCAE | What is a brand?

The Starbucks brandA brand becomes more than a cup of coffee … “let’s get a Starbucks”

It’s about the experience, the total of all elements

The Apple brandA brand builds an emotional connection … people who share the story … an expectation of a specific kind of interaction and experience

The Nordstrom brandMany products, services and locations under one idea and brand that creates loyalty

NCCAE | Why brand?

A brand is more than a logoA brand requires a visual and verbal

vocabulary

• A distinctive “look and feel”

• A common voice, tone and style

• A system of colors and typography

• A series of images that build a cohesive whole

What builds brands?• Brands are being built with or without

management

• Publicity build brands

• Blogs, social media and marketing builds brands

• Environments build brands

• Each contact with the organization builds the brand

NCCAE | Why brand?

NCCAE | Why brand?

Why should you build a brand?

Why should you build a brand?

CLARITYThere are too many choices

for everyone. A strong brand

helps you stand out and connect with those you seek to reach

NCCAE | Why brand?

VISIBILITYA strong brand

system sets you apart and creates

recognition

NCCAE | Why brand?

VALUEA strong brand means a higher

perceived value… for whatever you

have to offer

NCCAE | Why brand?

““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for Nike logo on it for $20.”$20.”

Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon

““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for Nike logo on it for $20.”$20.”

Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon

SAVINGSA strong brand

provides structure and ties

communications together so you’re

more effective

NCCAE | Why brand?

but we’re government …we’re not selling

products or services

but we’re government …we’re not selling

products or services

NCCAE | Building a brand

Perception is reality• Your brand is based on what people

think about your organization

• Communicate clearly from the audience’s point of view

• Provide value to those you serve

…it’s still about people and communication

…it’s still about people and communication

Perception is reality• Your brand is based on what people

think about your organization

• To be effective you must communicate clearly from your audience’s point of view

• You must create a brand that is visually appealing and communicates the essentials

NCCAE | Audiences

Do you know your audiences?• Do you know everyone you need to

communicate with?

• Do you know what they expect from you?

• Speak in the their language; be clear and concise (no acronyms!)

NCCAE | Audiences

Think about why instead of what• Why do they need to connect with you?

• What purpose do you serve?

• Avoid just listing the “stuff” you do

• Consider their perspectives – businesses or individuals, families or retirees

NCCAE | Audiences

communicate your value

not just what you do

communicate your value

not just what you do

NCCAE | Building a brand

What is needed and wanted by your audience(s)?• What’s the primary reason each

audience wants/needs/uses your products or services?

• What do you provide immediately, and over the long-term?

• Are their expectations the same for their other choices?

NCCAE | Audiences

Identify your points of differentiation• What is expected or assumed?

• What else is available to your audiences?

• What are your “hot buttons”?

• Where are the “wow” responses or results?

NCCAE | Differentiate

What benefits do you provide?• What need do you fill? (WIFM)

• What value/benefits do you offer?

• Use the “so” test to find benefits

• Define, in your audience’s terms, your value

NCCAE | Audiences

Who do you need to reach?• See them as people, lifestyles,

individuals

• How do they take in information?

• What do they respond to, or not?

• What is their age and generation affiliation?

NCCAE | Audiences

each generation is different

each generation is different

NCCAE | Building a brand

Consider generational perspectives

For the first time in history there are four different generations in the workplace, each with different values, perspectives, expectations and communication preferences

NCCAE | Generations

The Silent Generation – 1925 to 1945• 2005 Census – 63 million, now aged 65 to 85• Have always done “the right thing”• Reliable and show up for work on time• Looking for a “great adventure” • Second middle age …“now or never”• 45% of age 70 to 74 use the

internet• 56% of age 65 to 69 use

the internet

NCCAE | Generations

The Boomers – 1946 to 1964• 2005 Census – 78 million, now aged 46 to 64• The “Me Generation”• Boomers are driving the marketplace• Control 70% of the nations wealth• Want to stay healthy, keep youthful appearance• In the midst of intense

transitions• Address lifestyle

preferences and life stages• Online and connected

NCCAE | Generations

Gen X – 1965 to 1977• 2005 census – 48 million, now aged 33 to 45• First generation of latch-key children, learned to

rely on themselves• More results-oriented, less process-oriented• Will change jobs more frequently• Savvy and cynical consumers• No brand loyalty, earn confidence

every time• Want direct communication

NCCAE | Generations

Gen Y – Born 1978 to 2000• 2005 Census – 76 million, now aged 10 to 32• Have honed a “sixth sense” in seeking what’s

authentic, don’t want to be “sold”• Always looking for the next “cool” thing• “One of smartest, tech savvy and idealistic

generations of our time”• Girls grew up participating in

sports, more self-assurance• Multi-tasking is natural• 93% of 12 to 17 use the internet,

89% of 18 to 24

NCCAE | Generations

Building or rebuilding your brand

Building or rebuilding your brand

Communicating effectively is the goal

Brand building requires focus• A narrow focus on your audiences and

the benefits you provide to them

• Branding requires consistency in managing message and images

• Once established, limit “creativity” in application of your message and brand

• You will get tired of it long before your audiences do

NCCAE | Building your brand

A visual vocabulary ties together• Choose a strong color palette

• Select typefaces that are distinctive and use them consistently

• Identify the “look and feel” that will stand out and create recognition

• Messages and a visual system designed to appeal to the target audiences … “wow!”

NCCAE | Building your brand

Western Oregon Waste| Identity and Fleet Graphics

Western Oregon Waste| Newsletter

You will see all the messages and tools, your audience won’t

• Consistency creates a connection, reinforces your position in their mind

• Visually connect all elements, from website to mailings to office environment to stationery to displays, Emails and brochures…

NCCAE | Contacts

where are your contact

points?

where are your contact

points?

NCCAE | Building a brand

Where are the contact points?• Where do your audiences connect with

you?

• At what level, for what purpose?

• How are those contact points branded?

• Which contacts are critical to the organization, the points of choice?

NCCAE | Contacts

NCCAE | Contact points

What is a “point of choice”? A point of choice is the situation where someone will take action, to move to the next step in working with you. The point of choice is focused on immediate response—taking action.

Small contacts influence perceptions

• Reception, how the phone is answered• Personal presentation• Voice mail message• Letter format • Fax cover sheet• Quality of literature• Environment

NCCAE | Contact points

NCCAE | Contact points

Online contacts are essential • More than 80 million HH have broadband • Nearly 70% have an HDTV • Almost 40% have a digital video recorder • We all use the internet to manage our lives daily

... Business research, hotel reservations, grocery lists, car shopping

From 2004 to 2009 TV viewing time is the same, internet use

increased 117%, listening to the radio is down 18%, reading the newspaper is down 17%

                                                                                        

Email communication still preferred by 25+

NCCAE | Contact points

Essential contact pointsExternal and internal communications

• Printed materials—folders, brochures, handouts

• Your website … a primary point of choice

• Banners and trade show displays

• Newsletters, magazines and Emails

• Internal contacts from the handbook to employee newsletters

NCCAE | Contact points

What is your brand persona?• What personality or brand character best

represents your organization/product/service?

• It is this “persona” that will be remembered

• It’s the personality of your brand communication that will create recognition and attention long after your identity is unveiled

NCCAE | Brand persona

build your brand

persona

build your brand

persona

NCCAE | Building a brand

The brand persona• A collection of authentic visual and

verbal assets, actions and beliefs

• Your audience recognizes your persona through:

• Colors and images

• Language and tone

• Look and feel

• Quality of interactions

NCCAE | Brand persona

What brand persona is right for your audience?• Is your image what your audience wants,

expects, will respond to?

• What’s the “playing field”? What’s expected?

• How can you go beyond the expected to generate recognition and loyalty?

NCCAE | Brand persona

Old logo

Refreshed and updated

Stationery package carries color and theme into all pieces

Defining your brand persona• Supports the strategy and tactics used to

implement branding

• Will help you define the communication tools you use

• Reduces the number of options by focusing on your audiences and brand

• Makes each communication more effective

• You’ll provide what your audience needs to connect with you

NCCAE | Brand persona

Canby Telcom| Identity and Fleet Graphics

Canby Telcom| Giveaways

Understanding your audience’s expectations

• Makes each communication more effective• You’ll provide what your audience needs to

make a decision• Each point of contact must build on the others• Each tool and every tactic must build the

experience

NCCAE | Build your brand

Defining your brand persona • Directs the visual vocabulary of your brand• Supports the strategy and tactics you choose • Will help you select media and define the best

tools to get results• Reduces the number of options by focusing on

your audience, the best contact point and most effective medium/tool to communicate your key messages

NCCAE | Build your brand

Building your brand • Will create clarity with internal and external

audiences• Builds perceived value • Generates increased recognition at a lower cost• Establishes a stronger presence and clearer

communications with all audiences

NCCAE | Build your brand

Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company

Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company

Questions?

Creative Company, Inc. 726 NE 4th StreetMcMinnville, Oregon 97128503.883.4433Toll-free 866.363.4433Creativeco.comEmail to jlmorrow@creativeco.com

Give us a call to talk about your brand!