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.

1. National Association of Counties July 18, 2011 Communicate more effectively

2. NACo | Why brand? Branding improves the impact of your communications

3. We live in an overwhelmed, time-starved culture packed with too many choices

4. Glance and scan Sound bites First impressions are the only impressions

5. What do they want from you?

6. NACo | Why brand? What is a brand?

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. The Apple brand A brand builds an emotional connection … people who share the story … an expectation of a specific kind of interaction and experience

12. NACo | Why brand? Why should you build a brand?

13. Stand out … Be recognized … Add value … Save money

14. NACo | Building a brand but we’re government … we’re not selling products or services

17. NACo | Building a brand 7 tactics to build your brand

18. NACo | Building a brand 1. Know your audiences

22. NACo | Building a brand each generation is different

27. NACo | Building a brand 2. Communicate your value

28. NACo | Building a brand not just what you do or how you do it

31. What’s your message? (WIIFM)

32. NACo | Building a brand 3. Create a visual vocabulary

35. Western Oregon Waste| Identity and Fleet Graphics

37. NYSAC | Identity Guidelines

38. NYSAC | Identity Guidelines

40. NACo | Building a brand Most people scan instead of reading

45. NACo | Building a brand 4. Brand each contact point

50. NACo | Building a brand What are the essential points of choice?

53. NYSAC | Email system

59. NACo | Building a brand 5. Simplify content and message

61. NYSAC | Literature format

66. Canby Telcom| Identity and Fleet Graphics

68. NACo | Building a brand 6. Provide tools for adoption

70. AOC | Brand training

73. NACo | Building a brand 7. Include the call to action

75. NYSAC | Email headers

76. NYSAC | Email headers

80. Go forth and brand responsibly! (or call Creative Company to help)

81. Jennifer Larsen Morrow President Creative Company Questions?