National Association  of Counties July 18, 2011 Communicate more effectively
NACo | Why brand? Branding improves the impact of your communications
We live in an overwhelmed,  time-starved culture packed  with too many choices
Glance  and scan Sound bites First  impressions  are the only impressions
What do they want from you?
NACo | Why brand? What is  a brand?
<ul><li>What is a brand? </li></ul><ul><ul><li>The name of a product or service </li></ul></ul><ul><ul><li>A warranty, tru...
The Starbucks brand A brand becomes more than a cup of coffee … “let’s get a Starbucks” It’s about the experience, the tot...
The Apple brand A brand builds an  emotional connection …  people who share the story … an expectation of a specific kind ...
NACo | What is a brand? <ul><li>A brand is more than a logo </li></ul><ul><ul><li>A brand requires a visual and verbal voc...
<ul><li>What builds brands? </li></ul><ul><ul><li>Brands are being built with or without management  </li></ul></ul><ul><u...
NACo | Why brand? Why should you build a brand?
Stand out … Be recognized … Add value … Save money
NACo | Building a brand but we’re government  … we’re not selling products or services
<ul><li>Perception is reality </li></ul><ul><ul><li>Your brand is based on what people think about your organization </li>...
<ul><li>Perception is reality </li></ul><ul><ul><li>Your brand is based on what people think about your organization </li>...
NACo | Building a brand 7  tactics to build your brand
NACo | Building a brand 1.   Know your audiences
<ul><li>Do you know your audiences? </li></ul><ul><ul><li>Do you know everyone you need to communicate with? </li></ul></u...
<ul><li>Think about why instead of what </li></ul><ul><ul><li>Why do they need to connect with you? </li></ul></ul><ul><ul...
<ul><li>Who do you need to reach? </li></ul><ul><ul><li>See them as people, lifestyles, individuals </li></ul></ul><ul><ul...
NACo | Building a brand each generation  is different
<ul><li>The Silent Generation – 1925 to 1945 </li></ul><ul><li>2005 Census – 63 million, now aged 65 to 85 </li></ul><ul><...
<ul><li>The Boomers – 1946 to 1964 </li></ul><ul><li>2005 Census – 78 million, now aged 46 to 64 </li></ul><ul><li>The “Me...
<ul><li>Gen X – 1965 to 1977 </li></ul><ul><li>2005 census – 48 million, now aged 33 to 45 </li></ul><ul><li>First generat...
<ul><li>Gen Y – Born 1978 to 2000 </li></ul><ul><li>2005 Census – 76 million, now aged 10 to 32 </li></ul><ul><li>Have hon...
NACo | Building a brand 2.  Communicate your value
NACo | Building a brand not just what you do or how you do it
<ul><li>What is needed and wanted by your audience(s)? </li></ul><ul><ul><li>What’s the primary reason each audience wants...
<ul><li>What value do you provide? </li></ul><ul><ul><li>Go beyond the “stuff”  </li></ul></ul><ul><ul><li>Identify ideas,...
What’s your message? (WIIFM)
NACo | Building a brand 3.  Create a visual vocabulary
<ul><li>A visual vocabulary connects </li></ul><ul><ul><li>Choose a strong color palette, not too limiting </li></ul></ul>...
<ul><li>Consistency and focus </li></ul><ul><ul><li>Focus on your audiences and the benefits (message) </li></ul></ul><ul>...
Western Oregon Waste| Identity and Fleet Graphics
 
NYSAC | Identity Guidelines
NYSAC | Identity Guidelines
<ul><li>You will see all the messages and tools, your audience won’t </li></ul><ul><ul><li>Consistency creates a connectio...
NACo | Building a brand Most people scan instead  of reading
<ul><li>Formats enhance legibility </li></ul><ul><li>Organize the visual elements </li></ul><ul><li>Highlight key points <...
 
 
 
NACo | Building a brand 4.  Brand each contact point
<ul><li>Where are the contact points? </li></ul><ul><ul><li>Where do your audiences connect with you? </li></ul></ul><ul><...
 
 
 
NACo | Building a brand What are the essential points of choice?
NACo| Point of choice <ul><li>What is a “point of choice”? </li></ul><ul><li>A point of choice is the situation where some...
<ul><li>Small contacts influence perceptions </li></ul><ul><li>Reception, how the phone is answered </li></ul><ul><li>Pers...
NYSAC | Email system
NACo | Contact points <ul><li>Don’t get lost in the clutter </li></ul><ul><li>“ It is critical for me that we are always p...
 
 
 
 
NACo | Building a brand 5.  Simplify content and message
<ul><li>Benefits, not “stuff” </li></ul><ul><ul><li>Highlight important ideas </li></ul></ul><ul><ul><li>Be clear and dire...
NYSAC | Literature format
NACo | Brand value <ul><li>Image adds value </li></ul><ul><li>“ In the world of membership associations, image matters bot...
 
 
<ul><li>What image is right for your audience? </li></ul><ul><ul><li>Is your image what your audience wants, expects, will...
Canby Telcom| Identity and Fleet Graphics
 
NACo | Building a brand 6.   Provide tools for adoption
<ul><li>Guidelines and templates </li></ul><ul><ul><li>Ensure guidelines and templates are available to support consistenc...
AOC | Brand training
 
 
NACo | Building a brand 7.   Include the call to action
<ul><li>Help people respond   </li></ul><ul><li>What’s the next step? </li></ul><ul><li>Link to online resources  </li></u...
NYSAC | Email headers
NYSAC | Email headers
NACo | Brand value <ul><li>Finished and professional </li></ul><ul><li>“ …  having all forms of communication reflect the ...
<ul><li>Building your brand   </li></ul><ul><li>Creates clarity with internal and external audiences </li></ul><ul><li>Gen...
<ul><li>When you create a brand, you’re … </li></ul><ul><li>Providing what your audience needs to respond </li></ul><ul><l...
Go forth and brand responsibly! (or call Creative Company  to help)
Jennifer Larsen Morrow  President  Creative Company Questions?
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Na co2011. National Association of Counties

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This presentation was designed for the leadership in associations of counties. Presented at the national conference of NACo (National Association of Counties), is also shows some of the brand work completed for the New York Association of Counties and the Association of Oregon Counties. Since the group had already seen one presentation on branding, this presentation focused more on the 7 tactics to build a brand that connects with the target audiences.

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  • Creative Company BrandACT® 09
  • Na co2011. National Association of Counties

    1. 1. National Association of Counties July 18, 2011 Communicate more effectively
    2. 2. NACo | Why brand? Branding improves the impact of your communications
    3. 3. We live in an overwhelmed, time-starved culture packed with too many choices
    4. 4. Glance and scan Sound bites First impressions are the only impressions
    5. 5. What do they want from you?
    6. 6. NACo | Why brand? What is a brand?
    7. 7. <ul><li>What is a brand? </li></ul><ul><ul><li>The name of a product or service </li></ul></ul><ul><ul><li>A warranty, trusted concept or essence </li></ul></ul><ul><ul><li>An expectation of a certain level of service </li></ul></ul><ul><ul><li>Confidence in knowing what to expect </li></ul></ul><ul><ul><li>Value in the mind of the audience </li></ul></ul>NACo | What is a brand?
    8. 8. The Starbucks brand A brand becomes more than a cup of coffee … “let’s get a Starbucks” It’s about the experience, the total of all elements
    9. 9. The Apple brand A brand builds an emotional connection … people who share the story … an expectation of a specific kind of interaction and experience
    10. 10. NACo | What is a brand? <ul><li>A brand is more than a logo </li></ul><ul><ul><li>A brand requires a visual and verbal vocabulary </li></ul></ul><ul><ul><li>A distinctive “look and feel” </li></ul></ul><ul><ul><li>A common voice, tone and style </li></ul></ul><ul><ul><li>A system of colors and typography </li></ul></ul><ul><ul><li>A series of images, ideas and messages that build a cohesive whole </li></ul></ul>
    11. 11. <ul><li>What builds brands? </li></ul><ul><ul><li>Brands are being built with or without management </li></ul></ul><ul><ul><li>Publicity build brands </li></ul></ul><ul><ul><li>Blogs, social media, marketing and websites build brands </li></ul></ul><ul><ul><li>Environments build brands </li></ul></ul><ul><ul><li>Each contact with the organization builds the brand </li></ul></ul>NACo | What is a brand?
    12. 12. NACo | Why brand? Why should you build a brand?
    13. 13. Stand out … Be recognized … Add value … Save money
    14. 14. NACo | Building a brand but we’re government … we’re not selling products or services
    15. 15. <ul><li>Perception is reality </li></ul><ul><ul><li>Your brand is based on what people think about your organization </li></ul></ul><ul><ul><li>Communicate clearly from the audience’s point of view </li></ul></ul><ul><ul><li>Provide value to those you serve </li></ul></ul>… it’s still about people and communication
    16. 16. <ul><li>Perception is reality </li></ul><ul><ul><li>Your brand is based on what people think about your organization </li></ul></ul><ul><ul><li>To be effective you must communicate from your audience’s point of view </li></ul></ul><ul><ul><li>You must create a brand that is visually appealing and communicates the essentials </li></ul></ul>NACo | Audiences
    17. 17. NACo | Building a brand 7 tactics to build your brand
    18. 18. NACo | Building a brand 1. Know your audiences
    19. 19. <ul><li>Do you know your audiences? </li></ul><ul><ul><li>Do you know everyone you need to communicate with? </li></ul></ul><ul><ul><li>Do you know what they expect from you? </li></ul></ul><ul><ul><li>Speak in the their language; be clear and concise (no acronyms!) </li></ul></ul>NACo | Audiences
    20. 20. <ul><li>Think about why instead of what </li></ul><ul><ul><li>Why do they need to connect with you? </li></ul></ul><ul><ul><li>What purpose do you serve? </li></ul></ul><ul><ul><li>Avoid just listing the “stuff” you do </li></ul></ul><ul><ul><li>Consider their perspectives – businesses or individuals, families or retirees </li></ul></ul>NACo | Audiences
    21. 21. <ul><li>Who do you need to reach? </li></ul><ul><ul><li>See them as people, lifestyles, individuals </li></ul></ul><ul><ul><li>How do they take in information? </li></ul></ul><ul><ul><li>What do they respond to, or not? </li></ul></ul><ul><ul><li>What is their age and generation affiliation? </li></ul></ul>NACo | Audiences
    22. 22. NACo | Building a brand each generation is different
    23. 23. <ul><li>The Silent Generation – 1925 to 1945 </li></ul><ul><li>2005 Census – 63 million, now aged 65 to 85 </li></ul><ul><li>Have always done “the right thing” </li></ul><ul><li>Conservative, expect respect </li></ul><ul><li>Reliable and show up for work on time </li></ul><ul><li>Second middle age …“now or never” </li></ul><ul><li>45% of age 70 to 74 use the internet </li></ul><ul><li>56% of age 65 to 69 use the internet </li></ul>NACo | Generations
    24. 24. <ul><li>The Boomers – 1946 to 1964 </li></ul><ul><li>2005 Census – 78 million, now aged 46 to 64 </li></ul><ul><li>The “Me Generation” </li></ul><ul><li>Boomers are driving the marketplace </li></ul><ul><li>Control 70% of the nations wealth </li></ul><ul><li>Want to stay healthy, keep youthful appearance </li></ul><ul><li>In the midst of intense transitions </li></ul><ul><li>Address lifestyle preferences and life stages </li></ul><ul><li>Online and connected </li></ul>NACo | Generations
    25. 25. <ul><li>Gen X – 1965 to 1977 </li></ul><ul><li>2005 census – 48 million, now aged 33 to 45 </li></ul><ul><li>First generation of latch-key children, learned to rely on themselves </li></ul><ul><li>More results-oriented, less process-oriented </li></ul><ul><li>Will change jobs more frequently </li></ul><ul><li>Savvy and cynical consumers </li></ul><ul><li>No brand loyalty, earn confidence every time </li></ul><ul><li>Want direct communication </li></ul>NACo | Generations
    26. 26. <ul><li>Gen Y – Born 1978 to 2000 </li></ul><ul><li>2005 Census – 76 million, now aged 10 to 32 </li></ul><ul><li>Have honed a “sixth sense” in seeking what’s authentic, don’t want to be “sold” </li></ul><ul><li>“ One of smartest, tech savvy and idealistic generations of our time” </li></ul><ul><li>Girls grew up participating in sports, more self-assurance </li></ul><ul><li>Multi-tasking is natural </li></ul><ul><li>93% of 12 to 17 use the web, 89% of 18 to 24 </li></ul>NACo | Generations
    27. 27. NACo | Building a brand 2. Communicate your value
    28. 28. NACo | Building a brand not just what you do or how you do it
    29. 29. <ul><li>What is needed and wanted by your audience(s)? </li></ul><ul><ul><li>What’s the primary reason each audience wants/needs/uses your products or services? </li></ul></ul><ul><ul><li>What do you provide immediately, and over the long-term? </li></ul></ul>NACo | Audiences
    30. 30. <ul><li>What value do you provide? </li></ul><ul><ul><li>Go beyond the “stuff” </li></ul></ul><ul><ul><li>Identify ideas, messages that address “why should I care?” or </li></ul></ul><ul><ul><li>“What’s in it for me?” (WIIFM) </li></ul></ul><ul><ul><li>Where’s the “wow!”? </li></ul></ul>NACo | Define the message
    31. 31. What’s your message? (WIIFM)
    32. 32. NACo | Building a brand 3. Create a visual vocabulary
    33. 33. <ul><li>A visual vocabulary connects </li></ul><ul><ul><li>Choose a strong color palette, not too limiting </li></ul></ul><ul><ul><li>Select typefaces that are distinctive and use them consistently </li></ul></ul><ul><ul><li>Identify the “look and feel” that will stand out and create recognition </li></ul></ul><ul><ul><li>Be memorable </li></ul></ul>NACo | Building your brand
    34. 34. <ul><li>Consistency and focus </li></ul><ul><ul><li>Focus on your audiences and the benefits (message) </li></ul></ul><ul><ul><li>Consistency of visual elements </li></ul></ul><ul><ul><li>Recognition at a glance is the goal </li></ul></ul>NACo | Building your brand
    35. 35. Western Oregon Waste| Identity and Fleet Graphics
    36. 37. NYSAC | Identity Guidelines
    37. 38. NYSAC | Identity Guidelines
    38. 39. <ul><li>You will see all the messages and tools, your audience won’t </li></ul><ul><ul><li>Consistency creates a connection </li></ul></ul><ul><ul><li>Visually connect all elements, from website to mailings to office environment to stationery to displays, Emails and brochures… </li></ul></ul>NACo | Visual Vocabulary
    39. 40. NACo | Building a brand Most people scan instead of reading
    40. 41. <ul><li>Formats enhance legibility </li></ul><ul><li>Organize the visual elements </li></ul><ul><li>Highlight key points </li></ul><ul><li>Shorter line length is easier to read </li></ul><ul><li>Bullet points and subheads to break up copy </li></ul><ul><li>People read headlines, subheads and captions first </li></ul>NACo | Create clarity
    41. 45. NACo | Building a brand 4. Brand each contact point
    42. 46. <ul><li>Where are the contact points? </li></ul><ul><ul><li>Where do your audiences connect with you? </li></ul></ul><ul><ul><li>At what level, for what purpose? </li></ul></ul><ul><ul><li>How are those contact points branded? </li></ul></ul><ul><ul><li>Which contacts are critical to the organization, the points of choice? </li></ul></ul>NACo | Contact points
    43. 50. NACo | Building a brand What are the essential points of choice?
    44. 51. NACo| Point of choice <ul><li>What is a “point of choice”? </li></ul><ul><li>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. </li></ul>
    45. 52. <ul><li>Small contacts influence perceptions </li></ul><ul><li>Reception, how the phone is answered </li></ul><ul><li>Personal presentation </li></ul><ul><li>Voice mail message </li></ul><ul><li>Letter format </li></ul><ul><li>Fax cover sheet </li></ul><ul><li>Quality of literature </li></ul><ul><li>Environment </li></ul>NACo | Contact points
    46. 53. NYSAC | Email system
    47. 54. NACo | Contact points <ul><li>Don’t get lost in the clutter </li></ul><ul><li>“ 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 </li></ul>
    48. 59. NACo | Building a brand 5. Simplify content and message
    49. 60. <ul><li>Benefits, not “stuff” </li></ul><ul><ul><li>Highlight important ideas </li></ul></ul><ul><ul><li>Be clear and direct, simple language </li></ul></ul><ul><ul><li>Your audience recognizes your persona through: </li></ul></ul><ul><ul><ul><li>Colors and images </li></ul></ul></ul><ul><ul><ul><li>Language and tone </li></ul></ul></ul><ul><ul><ul><li>Key ideas highlighted </li></ul></ul></ul>NACo | Simplify and be direct
    50. 61. NYSAC | Literature format
    51. 62. NACo | Brand value <ul><li>Image adds value </li></ul><ul><li>“ 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 </li></ul>
    52. 65. <ul><li>What image is right for your audience? </li></ul><ul><ul><li>Is your image what your audience wants, expects, will respond to? </li></ul></ul><ul><ul><li>What’s the “playing field”? What’s expected? </li></ul></ul><ul><ul><li>How can you go beyond the expected to generate recognition and loyalty? </li></ul></ul>NACo | Image
    53. 66. Canby Telcom| Identity and Fleet Graphics
    54. 68. NACo | Building a brand 6. Provide tools for adoption
    55. 69. <ul><li>Guidelines and templates </li></ul><ul><ul><li>Ensure guidelines and templates are available to support consistency </li></ul></ul><ul><ul><li>Implement training to support value and create brand champions </li></ul></ul><ul><ul><li>Make it easy for staff to build the brand </li></ul></ul>NACo | Image
    56. 70. AOC | Brand training
    57. 73. NACo | Building a brand 7. Include the call to action
    58. 74. <ul><li>Help people respond </li></ul><ul><li>What’s the next step? </li></ul><ul><li>Link to online resources </li></ul><ul><li>Provide specific actions, don’t make people think </li></ul><ul><li>Create a continuum </li></ul>NACo | Build your brand
    59. 75. NYSAC | Email headers
    60. 76. NYSAC | Email headers
    61. 77. NACo | Brand value <ul><li>Finished and professional </li></ul><ul><li>“ … 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.” </li></ul><ul><li>Stephen Acquario, Executive Director, New York State Association of Counties </li></ul>
    62. 78. <ul><li>Building your brand </li></ul><ul><li>Creates clarity with internal and external audiences </li></ul><ul><li>Generates increased recognition at a lower cost </li></ul><ul><li>Establishes a stronger presence and more effective communications </li></ul>NACo | Build your brand
    63. 79. <ul><li>When you create a brand, you’re … </li></ul><ul><li>Providing what your audience needs to respond </li></ul><ul><li>Inspiring action at each point of contact </li></ul><ul><li>Building your perceived value </li></ul>NACo | Build your brand
    64. 80. Go forth and brand responsibly! (or call Creative Company to help)
    65. 81. Jennifer Larsen Morrow President Creative Company Questions?

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