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.

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?

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. 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 Appl e
br a nd
A brand builds an
emotional connection …
people who share the
story … an expectation
of a specific kind of
interaction and
experience

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. 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. 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

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. NACo | Audiences
Perception 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. NACo | Building a brand
7 tactics to
build your
brand

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

19. NACo | Audiences
Do 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. NACo | Audiences
Think 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. NACo | Audiences
Who 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. NACo | Building a brand
each
generation
is different

23. NACo | Generations
The 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. NACo | Generations
The 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. NACo | Generations
Gen 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. NACo | Generations
Gen 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. NACo | Building a brand
2.
Communicate
your value

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

29. NACo | Audiences
What is needed and wanted by
your 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. NACo | Define the message
What 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. t ’s y our
Wha
mess age?
(WII FM )

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

33. NACo | Building your brand
A 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. NACo | Building your brand
Consistency and focus
• Focus on your audiences and the
benefits (message)
• Consistency of visual elements
• Recognition at a glance is the goal

35. Western Oregon Waste| Identity and Fleet Graphics

37. NYSAC | Identity Guidelines

38. NYSAC | Identity Guidelines

39. NACo | Visual Vocabulary
You will see all the messages and
tools, 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…

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

41. NACo | Create clarity
Formats 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

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

46. NACo | Contact points
Where 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?

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

51. NACo| Point of choice
What 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.

52. NACo | Contact points
Small contacts influence perceptions
• Reception, how the phone is answered
• Personal presentation
• Voice mail message
• Letter format
• Fax cover sheet
• Quality of literature
• Environment

53. NYSAC | Email system

54. NACo | Contact points
Don’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

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

60. NACo | Simplify and be direct
Benefits, 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

61. NYSAC | Literature format

62. NACo | Brand value
Image 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 how
it is perceived.” Mike W. McArthur, Executive Director,
Association of Oregon Counties

65. NACo | Image
What image is right for your
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?

66. Canby Telcom| Identity and Fleet Graphics

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

69. NACo | Image
Guidelines 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

70. AOC | Brand training

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

74. NACo | Build your brand
Help people respond
• What’s the next step?
• Link to online resources
• Provide specific actions, don’t make
people think
• Create a continuum

75. NYSAC | Email headers

76. NYSAC | Email headers

77. NACo | Brand value
Finished 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 State
Association of Counties

78. NACo | Build your brand
Building your brand
• Creates clarity with internal and external
audiences
• Generates increased recognition at a
lower cost
• Establishes a stronger presence and
more effective communications

79. NACo | Build your brand
When you create a brand, you’re …
• Providing what your audience needs to
respond
• Inspiring action at each point of contact
• Building your perceived value

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

81. Questions?
Jennifer Larsen
Morrow
President
Creative Company