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National Associationof CountiesJuly 18, 2011Communicatemore effectively
NACo | Why brand? Branding improves the impact of your  communications
We live in anoverwhelmed, time-starvedculture packedwith too many    choices
Glanceand scanSound bitesFirstimpressionsare the onlyimpressions
What do they want from you?
NACo | Why brand?            What is            a brand?
NACo | What is a brand?What is a brand?  • The name of a product or service  • A warranty, trusted concept or essence  • A...
The Starbucks brandA brand becomes more than a cup of coffee …“let’s get a Starbucks”It’s about the experience, the total ...
The Appl ebr a ndA brand builds anemotional connection …people who share thestory … an expectationof a specific kind ofint...
NACo | What is a brand?A brand is more than a logo  • A brand requires a visual and verbal    vocabulary  • A distinctive ...
NACo | What is a brand?What builds brands?  • Brands are being built with or without    management  • Publicity build bran...
NACo | Why brand?Why should youbuild 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
Perception is reality • Your brand is based on what people   think about your organization    …it’s still • Communicate cl...
NACo | AudiencesPerception is reality  • Your brand is based on what people    think about your organization  • To be effe...
NACo | Building a brand       7 tactics to           build your             brand
NACo | Building a brand                          1.         Know your         audiences
NACo | AudiencesDo you know your audiences?  • Do you know everyone you need to    communicate with?  • Do you know what t...
NACo | AudiencesThink about why instead of what  • Why do they need to connect with you?  • What purpose do you serve?  • ...
NACo | AudiencesWho do you need to reach?  • See them as people, lifestyles,    individuals  • How do they take in informa...
NACo | Building a brand            each        generation        is different
NACo | GenerationsThe Silent Generation – 1925 to 1945• 2005 Census – 63 million, now aged 65 to 85• Have always done “the...
NACo | GenerationsThe Boomers – 1946 to 1964• 2005 Census – 78 million, now aged 46 to 64• The “Me Generation”• Boomers ar...
NACo | GenerationsGen X – 1965 to 1977• 2005 census – 48 million, now aged 33 to 45• First generation of latch-key childre...
NACo | GenerationsGen Y – Born 1978 to 2000• 2005 Census – 76 million, now aged 10 to 32• Have honed a “sixth sense” in se...
NACo | Building a brand                          2. Communicate  your value
NACo | Building a brandnot just whatyou do or how  you do it
NACo | AudiencesWhat is needed and wanted byyour audience(s)?  • What’s the primary reason each    audience wants/needs/us...
NACo | Define the messageWhat value do you provide?   • Go beyond the “stuff”   • Identify ideas, messages that address   ...
t ’s y ourWhamess age?(WII FM )
NACo | Building a brand      3. Create a           visual         vocabulary
NACo | Building your brandA visual vocabulary connects  • Choose a strong color palette, not too    limiting  • Select typ...
NACo | Building your brandConsistency and focus  • Focus on your audiences and the    benefits (message)  • Consistency of...
Western Oregon Waste| Identity and Fleet Graphics
NYSAC | Identity Guidelines
NYSAC | Identity Guidelines
NACo | Visual VocabularyYou will see all the messages andtools, your audience won’t    • Consistency creates a connection ...
NACo | Building a brand       Most people      scan instead        of reading
NACo | Create clarityFormats enhance legibility• Organize the visual elements• Highlight key points• Shorter line length i...
NACo | Building a brand             4. Brand    each contact       point
NACo | Contact pointsWhere are the contact points?  • Where do your audiences connect with    you?  • At what level, for w...
NACo | Building a brand  What are the essential points    of choice?
NACo| Point of choiceWhat is a “point of choice”?  A point of choice is the situation where someone will take action, to m...
NACo | Contact pointsSmall contacts influence perceptions•   Reception, how the phone is answered•   Personal presentation...
NYSAC | Email system
NACo | Contact pointsDon’t get lost in the clutter“It is critical for me that we are always putting our best face forward....
NACo | Building a brand       5. Simplify      content and       message
NACo | Simplify and be directBenefits, not “stuff”  • Highlight important ideas  • Be clear and direct, simple language  •...
NYSAC | Literature format
NACo | Brand valueImage adds value“In the world of membership associations, image matters both internally and externally. ...
NACo | ImageWhat image is right for youraudience? • Is your image what your audience wants,   expects, will respond to? • ...
Canby Telcom| Identity and Fleet Graphics
NACo | Building a brand                          6.   Provide tools   for adoption
NACo | ImageGuidelines and templates • Ensure guidelines and templates are   available to support consistency • Implement ...
AOC | Brand training
NACo | Building a brand                          7.     Include the    call to action
NACo | Build your brandHelp people respond• What’s the next step?• Link to online resources• Provide specific actions, don...
NYSAC | Email headers
NYSAC | Email headers
NACo | Brand valueFinished and professional“ … having all forms of communication reflect the NYSAC brand consistently has ...
NACo | Build your brandBuilding your brand• Creates clarity with internal and external  audiences• Generates increased rec...
NACo | Build your brandWhen you create a brand, you’re …• Providing what your audience needs to  respond• Inspiring action...
Go forth and    brand responsibly!(or call Creative Company          to help)
Questions?             Jennifer Larsen             Morrow             President             Creative Company
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NACO2011

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This presentation to leaders of county associations emphasizes the power of basic brand principles for clear communication to multiple audiences. Government associations must communicate value.

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NACO2011

  1. 1. National Associationof CountiesJuly 18, 2011Communicatemore effectively
  2. 2. NACo | Why brand? Branding improves the impact of your communications
  3. 3. We live in anoverwhelmed, time-starvedculture packedwith too many choices
  4. 4. Glanceand scanSound bitesFirstimpressionsare the onlyimpressions
  5. 5. What do they want from you?
  6. 6. NACo | Why brand? What is a brand?
  7. 7. NACo | What is a brand?What is a brand? • The name of a product or service • A warranty, trusted concept or essence • An expectation of a certain level of service • Confidence in knowing what to expect • Value in the mind of the audience
  8. 8. 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
  9. 9. The Appl ebr a ndA brand builds anemotional connection …people who share thestory … an expectationof a specific kind ofinteraction andexperience
  10. 10. NACo | What is a 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, ideas and messages that build a cohesive whole
  11. 11. NACo | What is a brand?What builds brands? • Brands are being built with or without management • Publicity build brands • Blogs, social media, marketing and websites build brands • Environments build brands • Each contact with the organization builds the brand
  12. 12. NACo | Why brand?Why should youbuild 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. 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
  16. 16. NACo | AudiencesPerception is reality • Your brand is based on what people think about your organization • To be effective you must communicate from your audience’s point of view • You must create a brand that is visually appealing and communicates the essentials
  17. 17. NACo | Building a brand 7 tactics to build your brand
  18. 18. NACo | Building a brand 1. Know your audiences
  19. 19. NACo | 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!)
  20. 20. NACo | 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
  21. 21. NACo | 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?
  22. 22. NACo | Building a brand each generation is different
  23. 23. NACo | GenerationsThe Silent Generation – 1925 to 1945• 2005 Census – 63 million, now aged 65 to 85• Have always done “the right thing”• Conservative, expect respect• Reliable and show up for work on time• Second middle age …“now or never”• 45% of age 70 to 74 use the internet• 56% of age 65 to 69 use the internet
  24. 24. NACo | 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
  25. 25. NACo | 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
  26. 26. NACo | 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”• “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 web, 89% of 18 to 24
  27. 27. NACo | Building a brand 2. Communicate your value
  28. 28. NACo | Building a brandnot just whatyou do or how you do it
  29. 29. NACo | 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?
  30. 30. NACo | Define the messageWhat value do you provide? • Go beyond the “stuff” • Identify ideas, messages that address “why should I care?” or • “What’s in it for me?” (WIIFM) • Where’s the “wow!”?
  31. 31. t ’s y ourWhamess age?(WII FM )
  32. 32. NACo | Building a brand 3. Create a visual vocabulary
  33. 33. NACo | Building your brandA visual vocabulary connects • Choose a strong color palette, not too limiting • Select typefaces that are distinctive and use them consistently • Identify the “look and feel” that will stand out and create recognition • Be memorable
  34. 34. NACo | Building your brandConsistency and focus • Focus on your audiences and the benefits (message) • Consistency of visual elements • Recognition at a glance is the goal
  35. 35. Western Oregon Waste| Identity and Fleet Graphics
  36. 36. NYSAC | Identity Guidelines
  37. 37. NYSAC | Identity Guidelines
  38. 38. NACo | Visual VocabularyYou will see all the messages andtools, your audience won’t • Consistency creates a connection • Visually connect all elements, from website to mailings to office environment to stationery to displays, Emails and brochures…
  39. 39. NACo | Building a brand Most people scan instead of reading
  40. 40. NACo | Create clarityFormats enhance legibility• Organize the visual elements• Highlight key points• Shorter line length is easier to read• Bullet points and subheads to break up copy• People read headlines, subheads and captions first
  41. 41. NACo | Building a brand 4. Brand each contact point
  42. 42. NACo | Contact pointsWhere 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?
  43. 43. NACo | Building a brand What are the essential points of choice?
  44. 44. NACo| Point of choiceWhat 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.
  45. 45. NACo | 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
  46. 46. NYSAC | Email system
  47. 47. NACo | Contact pointsDon’t get lost in the clutter“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
  48. 48. NACo | Building a brand 5. Simplify content and message
  49. 49. NACo | Simplify and be directBenefits, not “stuff” • Highlight important ideas • Be clear and direct, simple language • Your audience recognizes your persona through: • Colors and images • Language and tone • Key ideas highlighted
  50. 50. NYSAC | Literature format
  51. 51. NACo | Brand valueImage adds value“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 howit is perceived.” Mike W. McArthur, Executive Director,Association of Oregon Counties
  52. 52. NACo | ImageWhat image is right for youraudience? • 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?
  53. 53. Canby Telcom| Identity and Fleet Graphics
  54. 54. NACo | Building a brand 6. Provide tools for adoption
  55. 55. NACo | ImageGuidelines and templates • Ensure guidelines and templates are available to support consistency • Implement training to support value and create brand champions • Make it easy for staff to build the brand
  56. 56. AOC | Brand training
  57. 57. NACo | Building a brand 7. Include the call to action
  58. 58. NACo | Build your brandHelp people respond• What’s the next step?• Link to online resources• Provide specific actions, don’t make people think• Create a continuum
  59. 59. NYSAC | Email headers
  60. 60. NYSAC | Email headers
  61. 61. NACo | Brand valueFinished and professional“ … 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.”Stephen Acquario, Executive Director, New York StateAssociation of Counties
  62. 62. NACo | Build your brandBuilding your brand• Creates clarity with internal and external audiences• Generates increased recognition at a lower cost• Establishes a stronger presence and more effective communications
  63. 63. NACo | Build your brandWhen you create a brand, you’re …• Providing what your audience needs to respond• Inspiring action at each point of contact• Building your perceived value
  64. 64. Go forth and brand responsibly!(or call Creative Company to help)
  65. 65. Questions? Jennifer Larsen Morrow President Creative Company

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