governmentandbranding
DESCRIPTION
A presentation to leaders of county associations, presenting why a brand is valuable, what it is, how to build it. Focus on the audiences and communicating clearly.TRANSCRIPT
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National Council of County Association ExecutivesOctober 22, 2010
Branding for effective communications
National Council of County Association ExecutivesOctober 22, 2010
Branding for effective communications
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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?
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• 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
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NCCAE | Why brand?
What is a brand?What is a brand?
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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?
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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
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The Apple brandA brand builds an emotional connection … people who share the story … an expectation of a specific kind of interaction and experience
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The Nordstrom brandMany products, services and locations under one idea and brand that creates loyalty
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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
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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?
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NCCAE | Why brand?
Why should you build a brand?
Why should you build a brand?
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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?
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VISIBILITYA strong brand
system sets you apart and creates
recognition
NCCAE | Why brand?
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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
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SAVINGSA strong brand
provides structure and ties
communications together so you’re
more effective
NCCAE | Why brand?
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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
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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
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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
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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
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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
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communicate your value
not just what you do
communicate your value
not just what you do
NCCAE | Building a brand
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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
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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
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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
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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
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each generation is different
each generation is different
NCCAE | Building a brand
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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
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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
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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
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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
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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
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Building or rebuilding your brand
Building or rebuilding your brand
Communicating effectively is the goal
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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
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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
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Western Oregon Waste| Identity and Fleet Graphics
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Western Oregon Waste| Newsletter
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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
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where are your contact
points?
where are your contact
points?
NCCAE | Building a brand
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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
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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.
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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
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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%
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Email communication still preferred by 25+
NCCAE | Contact points
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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
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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
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build your brand
persona
build your brand
persona
NCCAE | Building a brand
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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
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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
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Old logo
Refreshed and updated
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Stationery package carries color and theme into all pieces
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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
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Canby Telcom| Identity and Fleet Graphics
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Canby Telcom| Giveaways
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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
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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
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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
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Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company
Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company
Questions?
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Creative Company, Inc. 726 NE 4th StreetMcMinnville, Oregon 97128503.883.4433Toll-free 866.363.4433Creativeco.comEmail to [email protected]
Give us a call to talk about your brand!