By Charlotte Purvis

1. Welcome, NAWIC Raleigh
“Building Your Communication Brand”
Charlotte Purvis
Purvis Communications Inc.
(919) 309-2737

2. Building Your Communication Brand
Learning Objectives
The importance of a communication brand
Strategies for branding your email,
Web site, printed materials,
voice mail greeting, and presentations
Examples of communication branding

3. Building Your Communication Brand
What is branding?
1. Image
2. Promise
3. Association
4. Logo / trademark
5. Catchphrase

4. Building Your Communication Brand
Benefits of branding
1. Differentiates you and your message
2. An image of stability and reliability
3. Helps people connect with your message
4. “Build” something you’re proud of
5. Challenges you to consistency – over time

5. Building Your Communication Brand
Communication is #1
1. Surveys show: Communication is the #1 skill
2. No other skill will help your career as much
3. Given two people with same qualifications…

6. Building Your Communication Brand
Email – Five S’s
Signature
Subject line
Short
Simple
“Sweet”

7. Building Your Communication Brand
Best regards,
Charlotte
Charlotte Purvis
Purvis Communications Inc.
1804 Martin Luther King Parkway, Suite 209
Durham, North Carolina 27707
(919) 309-2737
charlottepurvis@mindspring.com
Communicate. Grow. Succeed.

8. Building Your Communication Brand
Subject line makeovers
Conference
Meeting
Membership
Tomorrow
(no subject)

9. Building Your Communication Brand
Email tips
Add attachment for lengthier messages
Change subject line when appropriate
After 2-3 rounds, make personal contact
Be careful about “reply to all” and add-ons
Use spell-check – set it for automatic

11. Building Your Communication Brand
Web Site
Often the first impression
First priority: Organization
Is your site welcoming?
Or overwhelming?
Invitation to keep clicking?

12. Building Your Communication Brand
Web site
 “Welcome center”
 Is an extension of your brand
 Ease of use for learning differences
 You + your site = good match
 Voice of the customer

13. ABOUT US SERVICES SECURE QUOTE GIFTS TIPS CHARITIES PRESS
Green and Trusted By The XYZ Area Elite for Over 30 Years
Click Here to Check Out Our T.V. Commercials!
Locally Owned, Professional Housecleaning
We use only Green cleaning products.
Servicing Customers throughout the San Francisco Bay!
We Offer:
Deep Cleans - Move Ins - Move Outs
& Regular- Weekly, Biweekly or Monthly Service
Servicing the Bay Area:
San Francisco - Peninsula - South Bay
East Bay - Tri-Valley - Contra Costa
LOGO
Many homeowners and businesses in the area assume that they cannot afford
a quality cleaning service so they do much of the work themselves. It is
wonderful that so many people have enough pride in their homes and
businesses that they want to keep them clean and beautiful, but it also takes
time to keep the hone and the office as clean as you want them. When you
work with a cleaning service you will find that while the cleaning gets done,
you can get other things done. A cleaning service will do away with the
feeling that all you do is clean and you never really have time to enjoy your
home or office. No one likes to feel like all they do is clean, and it can be
disheartening to clean all day and have the family come home only to find
that all of your cleaning has been undone.
When you choose the right cleaning service, much of the weight will be
lifted from your shoulders and you will find that you simply have more time
to yourself or more time to get other things done. With the day to day jobs
done, you will find that you have time to organize that closet that is scary, or
the panty, or simply do the things you want to do. The right cleaning service
really can change the way you live and how much you enjoy your home or
work space so pick up your phone and give The XYZ Team a call and set up
your FREE on site estimate.
The Company owners name

14. Welcome …
Welcome to XYZ Home - Luxury Green Home Therapy
Services. Our ultimate goal is to welcome you home to
a clean space that is at once relaxing, rejuvenating, and
stimulating to the senses.
Our services blend an appreciation for luxury with a
commitment to green lifestyle. We are here to make
your home a XYZ Home.
LOGO Tel: 555-123-4567

15. Welcome …
Welcome to XYZ Home - Luxury Green Home Therapy
Services. Our ultimate goal is to welcome you home to
a clean space that is at once relaxing, rejuvenating, and
stimulating to the senses.
Our services blend an appreciation for luxury with a
commitment to green lifestyle. We are here to make
your home a XYZ Home.
LOGO Tel: 555-123-4567

16. Welcome …
Welcome to XYZ Home - Luxury Green Home Therapy
Services. Our ultimate goal is to welcome you home to
a clean space that is at once relaxing, rejuvenating, and
stimulating to the senses.
Our services blend an appreciation for luxury with a
commitment to green lifestyle. We are here to make
your home a XYZ Home.
LOGO Tel: 555-123-4567

17. Building Your Communication Brand
Printed materials
Tell your story and reflect your passion
Show what’s “special” about you
Have a solid look and feel
Sell dreams, not just products and services
Allow people to see themselves

21. Building Your Communication Brand
Voice Mail Greeting
Your voice is about what percentage of
your effectiveness on the telephone?
What do your callers hear before they
hear your words?
If your tone and words conflict, which
one wins?

22. Building Your Communication Brand
Voice mail greeting
Speak with a friendly tone
Mention your name and company name
Brand your message
Remember: No apologies needed
End with “Thank you”

23. Building Your Communication Brand
Presentations
Learn about your audience – show interest
Rehearse presentation and Q&A
Make it memorable
Make sure your brand shows
Build rapport and show appreciation

24. Building Your Communication Brand
High energy – usually accompanied by
a very positive attitude – projects the image
of an individual who is successful.
Combined with leadership-type actions and
demonstrated accomplishments, energy can bring
a level of respect hard to attain without it.
--David Kaczmarek

25. Building Your Communication Brand
Purvis Communications brand
 Appreciation: NAWIC & Kathy Alton
 Above and beyond service
 Active involvement with clients
Since 1985, nearly 100% of business:
 Referrals
 Recommendations
 Repeat business

26. Your Action Plan
What will you share with your team?
Which quick fixes will you make soon?
What will your brand be in 2012?

27. Thank you, NAWIC Raleigh
Charlotte Purvis
Purvis Communications Inc.
(919) 309-2737