A presentation to leaders of county associations, presenting why a brand is valuable, what it is, how to build it. Focus on the audiences and communicating clearly.

1. National Council of County
Association Executives
October 22, 2010
Branding for
effective
communications

2. What we’ll cover
• Branding is more than a logo—why
should you care?
• Your target audiences—perception is
reality
• Generational perspectives and their
impact on communications
• What do you need to communicate?
Going beyond the “stuff”
• What are the actions you want to
inspire in your audiences?

3. What we’ll cover
• How do you define your purpose, goals
and intentions to your audiences?
• Measuring your communications against
WIFM—“What’s in it for me?”
• What is the critical “point of choice” for
your communications?
• Strategies to build your brand

4. NCCAE | Why brand?
What is
a brand?

5. NCCAE | What is a brand?
What is a brand?
• The name of a product or service
• A warranty, trusted concept or essence
• A preference in the mind of your
audience
• An expectation of a certain level of
service
• Confidence in knowing what to expect
• Value in the mind of the audience

6. 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

7. 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

8. The Nordstrom brand
Many products, services and locations under
one idea and brand that creates loyalty

9. NCCAE | Why 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 that build a cohesive
whole

10. NCCAE | Why brand?
What builds brands?
• Brands are being built with or without
management
• Publicity build brands
• Blogs, social media and marketing
builds brands
• Environments build brands
• Each contact with the organization
builds the brand

11. NCCAE | Why brand?
Why should you
build a brand?

12. NCCAE | Why brand?
CLARITY
There are too
many choices
for everyone. A
strong brand
helps you stand
out and connect
with those you
seek to reach

13. NCCAE | Why brand?
VISIBILITY
A strong brand
system sets you
apart and creates
recognition

14. NCCAE | Why brand?
“A brand means the
difference between VALUE
selling a white T-shirt
for $10 and selling a A strong brand
white T-shirt with a means a higher
Nike logo on it for perceived value…
$20.” for whatever you
Debbie Kennedy
have
Brand Oregon to offer

15. NCCAE | Why brand?
SAVINGS
A strong brand
provides structure
and ties
communications
together so you’re
more effective

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

17. 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

18. NCCAE | Audiences
Perception is reality
• Your brand is based on what people
think about your organization
• To be effective you must communicate
clearly from your audience’s point of
view
• You must create a brand that is visually
appealing and communicates the
essentials

19. NCCAE | 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. NCCAE | 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. NCCAE | Building a brand
communicate
your value
not just what you do

22. NCCAE | 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?
• Are their expectations the same for
their other choices?

23. NCCAE | Differentiate
Identify your points of
differentiation
• What is expected or assumed?
• What else is available to your
audiences?
• What are your “hot buttons”?
• Where are the “wow” responses or
results?

24. NCCAE | Audiences
What benefits do you provide?
• What need do you fill? (WIFM)
• What value/benefits do you offer?
• Use the “so” test to find benefits
• Define, in your audience’s terms, your
value

25. NCCAE | 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?

26. NCCAE | Building a brand
each
generation
is different

27. NCCAE | Generations
Consider generational
perspectives
For the first time in history there are four
different generations in the workplace,
each with different values, perspectives,
expectations and communication
preferences

28. NCCAE | Generations
The Silent Generation – 1925 to 1945
• 2005 Census – 63 million, now aged 65 to 85
• Have always done “the right thing”
• Reliable and show up for work on time
• Looking for a “great adventure”
• Second middle age …“now or never”
• 45% of age 70 to 74 use the
internet
• 56% of age 65 to 69 use
the internet

29. NCCAE | 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

30. NCCAE | 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

31. NCCAE | 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”
• Always looking for the next “cool” thing
• “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 internet,
89% of 18 to 24

32. Communicating effectively is the goal
Building or
rebuilding
your brand

33. NCCAE | Building your brand
Brand building requires focus
• A narrow focus on your audiences and
the benefits you provide to them
• Branding requires consistency in
managing message and images
• Once established, limit “creativity” in
application of your message and brand
• You will get tired of it long before your
audiences do

34. NCCAE | Building your brand
A visual vocabulary ties together
• Choose a strong color palette
• Select typefaces that are distinctive and
use them consistently
• Identify the “look and feel” that will
stand out and create recognition
• Messages and a visual system designed
to appeal to the target audiences …
“wow!”

35. Western Oregon Waste| Identity and Fleet Graphics

37. Western Oregon Waste| Newsletter

38. NCCAE | Contacts
You will see all the messages and
tools, your audience won’t
• Consistency creates a connection,
reinforces your position in their mind
• Visually connect all elements, from
website to mailings to office
environment to stationery to displays,
Emails and brochures…

44. NCCAE | Building a brand
where are
your contact
points?

45. NCCAE | Contacts
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?

46. NCCAE | Contact points
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.

47. NCCAE | 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

48. NCCAE | Contact points
Online contacts are essential
• More than 80 million HH have broadband
• Nearly 70% have an HDTV
• Almost 40% have a digital video recorder
• We all use the internet to manage our lives daily
... Business research, hotel reservations,
grocery lists, car shopping
From 2004 to 2009
TV viewing time is the same, internet use
increased 117%, listening to the radio is down
18%, reading the newspaper is down 17%

49. NCCAE | Contact points
Email communication still preferred by 25+

50. NCCAE | Contact points
Essential contact points
External and internal communications
• Printed materials—folders, brochures,
handouts
• Your website … a primary point of choice
• Banners and trade show displays
• Newsletters, magazines and Emails
• Internal contacts from the handbook to
employee newsletters

51. NCCAE | Brand persona
What is your brand persona?
• What personality or brand character best
represents your organization/product/service?
• It is this “persona” that will be remembered
• It’s the personality of your brand
communication that will create recognition and
attention long after your identity is unveiled

57. NCCAE | Building a brand
build your
brand
persona

58. NCCAE | Brand persona
The brand persona
• A collection of authentic visual and
verbal assets, actions and beliefs
• Your audience recognizes your persona
through:
• Colors and images
• Language and tone
• Look and feel
• Quality of interactions

59. NCCAE | Brand persona
What brand persona 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?

60. Old logo
Refreshed
and updated

62. Stationery
package
carries color
and theme into
all pieces

64. NCCAE | Brand persona
Defining your brand persona
• Supports the strategy and tactics used to
implement branding
• Will help you define the communication tools
you use
• Reduces the number of options by focusing on
your audiences and brand
• Makes each communication more effective
• You’ll provide what your audience needs to
connect with you

65. Ca nby Te l c o m| Identity and Fleet Graphics

67. Ca nby Te l c om| Giveaways

68. NCCAE | Build your brand
Understanding your audience’s
expectations
• Makes each communication more effective
• You’ll provide what your audience needs to
make a decision
• Each point of contact must build on the others
• Each tool and every tactic must build the
experience

69. NCCAE | Build your brand
Defining your brand persona
• Directs the visual vocabulary of your brand
• Supports the strategy and tactics you choose
• Will help you select media and define the best
tools to get results
• Reduces the number of options by focusing on
your audience, the best contact point and most
effective medium/tool to communicate your key
messages

70. NCCAE | Build your brand
Building your brand
• Will create clarity with internal and external
audiences
• Builds perceived value
• Generates increased recognition at a lower cost
• Establishes a stronger presence and clearer
communications with all audiences

71. Questions?
Jennifer Larsen
Morrow
President
Creative Company

73. Give us a call to talk about your brand!