National Council of CountyAssociation ExecutivesOctober 22, 2010Branding foreffectivecommunications
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?
What we’ll cover• 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
NCCAE | 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
The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”It’s about the experience, the total of allelements
The Appl ebr a ndA brand builds anemotional connection …people who share thestory … an expectationof a specific kind ofinteraction andexperience
The Nordstrom brandMany products, services and locations underone idea and brand that creates loyalty
NCCAE | Why 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 that build a cohesive whole
NCCAE | Why brand?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?Why should youbuild a brand?
NCCAE | Why brand? CLARITY There are too many choices for everyone. A strong brand helps you stand out and connect with those you seek to reach
NCCAE | Why brand? VISIBILITY A strong brand system sets you apart and creates recognition
NCCAE | Why brand?“A brand means thedifference between VALUEselling a white T-shirtfor $10 and selling a A strong brandwhite T-shirt with a means a higherNike logo on it for perceived value…$20.” for whatever youDebbie Kennedy haveBrand Oregon to offer
NCCAE | Why brand? SAVINGS A strong brand provides structure and ties communications together so you’re more effective
NCCAE | Building a brand but we’regovernment …we’re not selling products or services
Perception is reality • Your brand is based on what people think about your organization …it’s still • Communicate clearly from the audience’s point of view about people • Provide value to those you serve and communication
NCCAE | AudiencesPerception 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 | AudiencesDo 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 | AudiencesThink 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 | Building a brand communicate your value not just what you do
NCCAE | AudiencesWhat is needed and wanted byyour 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 | DifferentiateIdentify 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 | AudiencesWhat 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 | AudiencesWho 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 | Building a brand each generation is different
NCCAE | GenerationsConsider generational perspectivesFor the first time in history there are fourdifferent generations in the workplace,each with different values, perspectives,expectations and communicationpreferences
NCCAE | GenerationsThe 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 | GenerationsThe 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 | GenerationsGen 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 | GenerationsGen 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
Communicating effectively is the goal Building or rebuilding your brand
NCCAE | Building your brandBrand 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 brandA 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!”
Western Oregon Waste| Identity and Fleet Graphics
NCCAE | ContactsYou will see all the messages andtools, 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 | Building a brand where are your contact points?
NCCAE | ContactsWhere 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 | Contact pointsWhat 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.
NCCAE | Contact pointsSmall 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 pointsOnline 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 shoppingFrom 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%
NCCAE | Contact pointsEmail communication still preferred by 25+
NCCAE | Contact pointsEssential contact points External 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 | Brand personaWhat 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 | Building a brand build your brand persona
NCCAE | Brand personaThe 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 personaWhat brand persona is right foryour 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 personaDefining 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
Ca nby Te l c o m| Identity and Fleet Graphics
NCCAE | Build your brandUnderstanding 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 brandDefining 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 brandBuilding 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
Questions? Jennifer Larsen Morrow President Creative Company