Connecting with Coherence_Three Satellites Point the Way

Rick Bailey, Principal
© 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

Your story matters.

the discipline of ensuring a transparent connection
between customer expectation (brand) and authentic
user experience.
aligning what we deliver with what we say we deliver.
engaging customers in shaping a meaningful
experience (and communication about that experience)
that meets their needs.
telling the truth.

BARRIERS TO COHERENCE

NOT TELLING OUR STORY.
Unfamiliar with them.
Don’t feel ours is special.
We’re ashamed of it.

NOT USING SPECIFICS

NOT USING SPECIFICS
“Small liberal arts school”

NOT USING SPECIFICS
“Major research university”

NOT USING SPECIFICS
Brands are developed by the specific descriptions
of any product or service.

NOT USING APPROPRIATE LANGUAGE.
PROVOST

PROFESSOR
EMERITUS

“OPPORTUNITIES FOR
UNDERGRADUATE
RESEARCH”

“FRIENDLY”

What if we couldn’t use
this kind of language?

RESPONSIBILITY FOR COHERENCE

RESPONSIBILITY FOR COHERENCE
a design language.
create a set of styles, images, and design tools.
help our colleagues find ways of interpreting a coherent message.
a core of central ideas that keep us on track.

RESPONSIBILITY FOR COHERENCECOHERENCE MANIFEST

ARRIVING AT COHERENCE

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2
3
4

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2
3
4
1
Defining the destination
In this kick-off meeting that
begins our partnership, we’ll
develop a shared
understanding of your goals
for your organization or
institution, and together
define measures of success.

1
2
3
4
1
Three Satellites
To determine your current
position in the marketplace, we
next engage in comprehensive
market research, answering the
“three satellite” questions
illustrated in the next steps.
These findings will pinpoint
your location on the landscape
of competing groups and
messages.
2

1
2
3
4
1
Satellite One: Who are you?
With Circles of Influence,
we’ll discover the distinctive
experience of your institution
by engaging in intensive
conversations with current,
internal, primary customers.
2

1
2
3
4
1
Satellite Two:
What do you say you are?
Here, we’ll take a Coherence
Inventory of your current
communication strategies and
tools, with an eye toward
identifying those that are “on
track,” as well as those that
represent missed opportunities.
2

1
2
3
4
1
Satellite Three:
What do others say you are?
In this step, we’ll gather and
evaluate the perceptions of
external markets, again looking
for opportunities to clarify
messaging, address
misunderstandings and better
connect with constituents.
2

1
2
3
4
1
Coherence Manifest
Now we’re ready to chart a
course that will guide you
toward the destination(s)
outlined in Step One. Part
communications standards, part
strategic plan, the Coherence
Manifest presents the verbal
and visual elements that will
serve as navigational
touchstones in the development
of new key messaging and
communications.
2
3

1
2
3
4
1
Making the trip
In this final phase of our journey
toward coherence, we will
implement the strategies and
creative direction developed in
the previous steps. Marketing
communication tools will vary
depending on the “three
satellite” findings, but may
include digital, print or
broadcast solutions.
2
3
4

FINDING YOUR PLACE.

WHO YOU ARE

WHO YOU SAY YOU ARE
WHO YOU ARE

WHO YOU SAY YOU ARE
WHO YOU ARE
WHAT OTHERS SAY YOU ARE

WHO YOU SAY YOU ARE
WHO YOU ARE
WHERE
YOU ARE

WHO YOU SAY YOU ARE
WHO YOU ARE
WHERE
YOU ARE
The three satellites will lead you straight to the one spot
in the universe occupied by your organization.

— ABRAHAM LINCOLN
“ If we could know
where we are and
whither we are tending
we could better figure
how to get there.”

WHO ARE YOU?
What is the experience really like?
1. Do a background check.
Start by studying your history.
2. Get to know your mission.
3. Hang out with alumni.
4. Live the experience.
5. Explore your traditions.

WHAT DO WE SAY WE ARE?
Take a careful look at the way you communicate.

WHO DO OTHERS SAY WE ARE?
Understanding existing mindsets in order to
communicate with authenticity.
Include listening groups or focus groups?
Direct mail or email surveys?
Individual interviews?
Investigate all you can about the perceptions
that exist about you “out there.”

CONNECTING THE DOTS

SWEET BRIAR COLLEGE

UNIVERSITY OF GEORGIA

ILLINOIS INSTITUTE OF TECHNOLOGY REM KOOLHAUS CAMPUS CENTER http://www.flickr.com/photos/architect4/2077027000/

Coherence: How Telling the
Truth Will Advance Your Cause
(and Save the World)
Now available on Amazon.com
and for Kindle and iBook.
coherencethebook.com

Connecting with Coherence_Three Satellites Point the Way

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