National Association of CountiesJuly 18, 2011

Communicate more effectively

National Association of CountiesJuly 18, 2011

Communicate more effectively

NACo | Why brand?

Branding improves the impact of your communications

Branding improves the impact of your communications

We live in an overwhelmed, time-starved

culture packed with too many

choices

We live in an overwhelmed, time-starved

culture packed with too many

choices

Glance and scan

Sound bites

First impressions are the only impressions

Glance and scan

Sound bites

First impressions are the only impressions

What do they want from you?

NACo | 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

• An expectation of a certain level of service

• Confidence in knowing what to expect

• Value in the mind of the audience

NACo | 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

NACo | What is a brand?

A brand is more than a logo• A 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, ideas and messages that build a cohesive whole

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

management

• Publicity build brands

• Blogs, social media, marketing and websites build brands

• Environments build brands

• Each contact with the organization builds the brand

NACo | What is a brand?

NACo | Why brand?

Why should you build a brand?

Why should you build a brand?

Stand out…

Be recognized…

Add value…

Save money

Stand out…

Be recognized…

Add value…

Save money

but we’re government …we’re not selling products or services

but we’re government …we’re not selling products or services

NACo | 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 from your audience’s point of view

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

NACo | Audiences

7 tactics to build your

brand

7 tactics to build your

brand

NACo | Building a brand

1. Know your audiences

1. Know your audiences

NACo | Building a brand

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!)

NACo | 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

NACo | 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?

NACo | Audiences

each generation is different

each generation is different

NACo | Building a brand

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

internet• 56% of age 65 to 69 use

the internet

NACo | 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

NACo | 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

NACo | 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”• “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 web,

89% of 18 to 24

NACo | Generations

2. Communicate

your value

2. Communicate

your value

NACo | Building a brand

not just what you do or how

you do it

not just what you do or how

you do it

NACo | 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?

NACo | Audiences

What value do you provide?• Go beyond the “stuff” • Identify ideas, messages that address

“why should I care?” or • “What’s in it for me?” (WIIFM)• Where’s the “wow!”?

NACo | Define the message

What’s your

message?

(WIIFM)

What’s your

message?

(WIIFM)

3. Create a visual

vocabulary

3. Create a visual

vocabulary

NACo | Building a brand

A visual vocabulary connects• Choose a strong color palette, not too

limiting

• Select typefaces that are distinctive and use them consistently

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

• Be memorable

NACo | Building your brand

Consistency and focus• Focus on your audiences and the

benefits (message)

• Consistency of visual elements

• Recognition at a glance is the goal

NACo | Building your brand

Western Oregon Waste| Identity and Fleet Graphics

NYSAC | Identity Guidelines

NYSAC | Identity Guidelines

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

• Consistency creates a connection • Visually connect all elements, from

website to mailings to office environment to stationery to displays, Emails and brochures…

NACo | Visual Vocabulary

Most people scan instead

of reading

Most people scan instead

of reading

NACo | Building a brand

Formats enhance legibility• Organize the visual elements

• Highlight key points

• Shorter line length is easier to read

• Bullet points and subheads to break up copy

• People read headlines, subheads and captions first

NACo | Create clarity

4. Brand each contact

point

4. Brand each contact

point

NACo | 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?

NACo | Contact points

What are the essential points

of choice?

What are the essential points

of choice?

NACo | Building a brand

NACo| Point of choice

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

NACo | Contact points

NYSAC | Email system

NACo | Contact points

Don’t get lost in the clutter“It is critical for me that we are always

putting our best face forward. Our

message hasn’t changed, but it is more

valuable because it no longer gets lost in

the clutter.” Mark F. LaVigne, Deputy Director of NYSAC

5. Simplify content and

message

5. Simplify content and

message

NACo | Building a brand

Benefits, not “stuff”• Highlight important ideas

• Be clear and direct, simple language

• Your audience recognizes your persona through:

• Colors and images

• Language and tone

• Key ideas highlighted

NACo | Simplify and be direct

NYSAC | Literature format

NACo | Brand value

Image adds value“In the world of membership associations, image matters both internally and externally. Members want to be able to take pride in their organization. An organization’s credibility begins with how

it is perceived.” Mike W. McArthur, Executive Director,

Association of Oregon Counties

What image 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?

NACo | Image

Canby Telcom| Identity and Fleet Graphics

6. Provide tools for adoption

6. Provide tools for adoption

NACo | Building a brand

Guidelines and templates• Ensure guidelines and templates are

available to support consistency

• Implement training to support value and create brand champions

• Make it easy for staff to build the brand

NACo | Image

AOC | Brand training

7. Include the

call to action

7. Include the

call to action

NACo | Building a brand

Help people respond • What’s the next step?• Link to online resources • Provide specific actions, don’t make

people think• Create a continuum

NACo | Build your brand

NYSAC | Email headers

NYSAC | Email headers

NACo | Brand value

Finished and professional“ … having all forms of communication reflect the NYSAC brand consistently has immeasurable and noticeable value. … Our new forms enable us to project a more finished and professional image.”

Stephen Acquario, Executive Director, New York State Association of Counties

Building your brand • Creates clarity with internal and external

audiences• Generates increased recognition at a

lower cost• Establishes a stronger presence and

more effective communications

NACo | Build your brand

When you create a brand, you’re …

• Providing what your audience needs to respond

• Inspiring action at each point of contact• Building your perceived value

NACo | Build your brand

Go forth and brand

responsibly!(or call Creative Company

to help)

Go forth and brand

responsibly!(or call Creative Company

to help)

Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company

Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company

Questions?