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Communication strategy design
 

Communication strategy design

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A short presentation inspired by the book "Do You Matter? How great design will make people love your company."

A short presentation inspired by the book "Do You Matter? How great design will make people love your company."

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  • Do you matter? How great design will make people love your company” Robert Brunner and Stewart Emery
  • Webster’s definition of language
  • Do you matter? How great design will make people love your company” Robert Brunner and Stewart Emery
  • BA and Great Job! Are speaking to people – telling them things about what it does, how it does it, and what BA is all about. It is connecting with them and telling them things about themselves. Maybe not to everybody, but with certain people. It makes sense to truly think about who and how, doing all we can to connect with them in a powerful way.
  • Language/communication must be alive and dynamic
  • These 4 questions must be answered by a group.
  • Based on the book Do you matter? How great design will make people love your company by Robert Brunner and Stewart Emery
  • Focus on the customer, focus on the customer supply chain experience
  • You can’t fake authenticity. The consequences of getting caught faking it can be terminal. Authenticity is lost forever if the customer believes they will receive one thing and off the bat they receive something else.

Communication strategy design Communication strategy design Presentation Transcript

  • Your Business is Talking To People What are they saying? Created by Hiram Quinones
  • Designing an Enterprise Communication Strategy
    • It is important that there is an implicit
    • understanding of how a design communication is
    • part of the strategy of a suite of products.
    • The communication must be understood by and
    • employed by everyone managing the customer
    • experience supply chain.
    Key Concept
    • Welcome to Customer Experience Supply Chain
    • Takes a commitment of everybody in the company
    • Total customer experience from marketing to sales to launches to sustaining communities to producing results to reporting to developing tools to programming to developing messages through content and training and visuals
    • Impacts all stakeholders internal and external
    Designing an Enterprise Communication Strategy Key Concept
    • Welcome to Customer Experience Supply Chain
    • “ Virtually any emotional pebble that encounters your
    • customer’s path can become magnified into a perceptual
    • paradigm shift resulting in negative feelings towards the
    • company.” -Robert Brunner and Stewart Emery – “Do you matter? How great design will make people love your company”
    Designing an Enterprise Communication Strategy Key Concept
    • It is important that there is an implicit
    • understanding of how a design communication is
    • part of the strategy of a suite of products.
    • The communication must be understood by and
    • employed by everyone managing the customer
    • experience supply chain.
    Designing an Enterprise Communication Strategy Key Concept
    • How does the customer experience communicate
    • to our achievers, members and people?
    • Through design language
    Designing an Enterprise Communication Strategy Key Concept
    • lan•guage
    • 1 a : the words, their pronunciation, and the methods of combining them used and understood by a community b (1): audible, articulate meaningful sound as produced by the action of vocal organs (2): a systematic means of communicating ideas or feelings by the use of conventionalized signs, sounds, gestures, or marks having understood meanings (3): the suggestion by objects, actions or conditions of associated ideas or feelings.
    Designing an Enterprise Communication Strategy Key Concept
    • “ If you make anything you are saying things
    • to people. If you make more than one thing,
    • you are saying even more.”
    Designing an Enterprise Communication Strategy Key Concept
    • Reasons to invest in design language:
    • Differentiation and consistency
    • Save money by leverage of time & resources
    • Communication to customers
    • Brand definition
    • Relationship with end users
    Designing an Enterprise Communication Strategy Key Concept
    • “ Creating language is a process, not an event.
    • Business is a process, not an entity.
    • Successful businesses constantly adapt to change”
    Designing an Enterprise Communication Strategy Key Concept
    • How we go about creating and developing a
    • design language specific to our product lines
    • depends on what we want to say to our target
    • customers.
    • The message should be consistent, recognizable,
    • and rest on an emotional foundation.
    Designing an Enterprise Communication Strategy Key Concept
    • Design Language Strategy:
    • Who are we?
    • What characteristics make us vital to our customer?
    • Own the idea of who we are
    • Build the idea into the message
    Designing an Enterprise Communication Strategy Strategy
    • Proposed Design Language Principles
    Designing an Enterprise Communication Strategy F L A V O R Strategy
    • Proposed Design Language Principles
    • FOCUS
    • Focus on the customer supply chain experience
    • A “You Do Matter” experience
    • How the experience defines us in the customer’s heart
    Designing an Enterprise Communication Strategy F This is not about just saying yes all the time. It is about understanding your customer’s needs and desires, and meeting them. The focus should always be on the customer experience. The entire organizational culture must be aligned to deliver this idea. Strategy
    • Proposed Design Language Principles
    Designing an Enterprise Communication Strategy L L Proposed Design Language Principles LONG-TERM Keep reinventing Seem fresh and unique Can’t be a one-trick pony must be capable of repeating experinces It takes long-term deliberate focus on the customer supply chain experience to produce instant delight and gratification for your customers. Strategy
    • Proposed Design Language Principles
    Designing an Enterprise Communication Strategy L Proposed Design Language Principles AUTHENTIC Consistent experience Consistent messages Experience must be real and based on commitment A The bottom line is that our customers are smarter and more perceptive than we think. The experience must be real or people will feel it. The loss of authenticity does not always come from money issues, but it often does, and the public can sense and smell deception along with broken promises. Strategy
    • Proposed Design Language Principles
    • VIGILANT
    • Stay on top of the customer experience supply chain
    • Sweat the details
    • Awareness of all customers at all times
    Designing an Enterprise Communication Strategy L V Vigilance is also “forward looking” as well as keeping track of what is going on around us. In a way it’s like due diligence. Vigilance is about working great communication across the company. If you take your eyes off the ball, it will degrade. This is just human nature. Strategy
    • Proposed Design Language Principles
    • ORIGINAL
    • Know what is good about the product
    • Take chances and make changes
    • Give people the time and ability to experiment
    Designing an Enterprise Communication Strategy L O Remember that often people have difficulty wrapping their heads around something new and innovative. Focus on what is good about the product and how it will provide them with solutions. Strategy
    • Proposed Design Language Principles
    • REPEATABLE
    • Do the same thing over and over again, only differently
    • Keep reinventing ourselves
    • “ Why didn’t we think of that?”
    Designing an Enterprise Communication Strategy L R The reason for the departure of many companies was an inability to keep reinventing themselves. Strategy
    • Proposed Next Steps
    • Vetting the design strategy with a larger group
    • Incorporate feedback from group (when applicable)
    • Strategic alignment by executive leadership
    • Begin working on tactical deliverables:
    • Communication Plans
    • RACI matrixes
    • Strategy Articulation Map
    • Branding efforts
    • Continuous improvement
    Designing an Enterprise Communication Strategy Next Step
    • The next five slides add detail to the tactical aspects of
    • creating a Communication Strategy that works.
    Designing an Enterprise Communication Strategy Next Step
    • Steps to creating a Communication Strategy that works
    • Split stakeholder groups into internal and external (refine)
    • Determine the needs for each group/subgroup
      • How should each stakeholder group receive information?
      • What type of information do they need?
      • When is the frequency for communicating?
    Designing an Enterprise Communication Strategy Next Step
    • Steps to creating a Communication Strategy that works
    • Audit communication channels (e-mail, newsletter, web site, IM, broadcast messages, letters, memos, press releases, etc.)
    • Determine effectiveness of channels and make improvements
    Designing an Enterprise Communication Strategy Next Step
    • Steps to creating a Communication Strategy that works
    • Develop key messages
      • 3-5 things we want people to know about the organization
      • Incorporate key messages into all communication pieces
    • Be consistent in the delivery of key messages
    Designing an Enterprise Communication Strategy Next Step Created by Hiram Quinones
    • Steps to creating a Communication Strategy that works
    • Identify the primary “deliverers “ of the message
      • They create all external and internal message
    • Gather feedback to continuously improve the messaging of the organization
    Designing an Enterprise Communication Strategy Next Step Created by Hiram Quinones
    • Inspired by the book:
    • “ Do you matter? How great design will make people love your company”
    • - Robert Brunner and Stewart Emery
    Designing an Enterprise Communication Strategy Next Step Created by Hiram Quinones