Oregon Telecommunications Association - MarketingJune 27, 2012
Communicate more effectively
Oregon Telecommunications Association - MarketingJune 27, 2012
Communicate more effectively
OTA | Why brand?
Why branding?Why bother?
Why branding?Why bother?
We live in an overwhelmed, time-starved
culture packed with too many
choices
We live in an overwhelmed, time-starved
culture packed with too many
choices
Glance and scan
Sound bites
First impressions are the only impressions
Multiplying social media platforms
Glance and scan
Sound bites
First impressions are the only impressions
Multiplying social media platforms
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?
What do they want from you?
OTA | Why brand?
What is a brand?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
What is a brand?
The Starbucks brandA brand becomes more than a cup of coffee … “let’s get a Starbucks”
It’s about the experience, the sum of all elements
The Apple brandA brand builds an emotional connection … people who share the story … an expectation of a specific kind of interaction and experience
NACo | What is a brand?
A brand is more than a logoA 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
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
NACo | What is a brand?
Why invest in a brand?
Why should you build a brand?
Why should you build a brand?
CLARITYThere are too many choices
for everyone. A strong brand
helps you stand out and connect with those you seek to reach
NACo | Too many choices
VISIBILITYA strong brand
system sets you apart and creates
recognition
NACo | Create visibility and recognition
VALUEA strong brand means a higher
perceived value… for whatever you
have to offer
NACo | Add value to all communications
““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for Nike logo on it for $20.”$20.”
Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon
““A brand means the A brand means the difference between difference between selling a white T-shirt selling a white T-shirt for $10 and selling a for $10 and selling a white T-shirt with a white T-shirt with a Nike logo on it for Nike logo on it for $20.”$20.”
Debbie Kennedy Debbie Kennedy Brand OregonBrand Oregon
SAVINGSA strong brand
provides structure and ties
communications together so you’re
more effective
NACo | Simplify and streamline
Perception is reality• Your brand is based on what people
think about your organization
• Communicate clearly from the audience’s point of view
• Provide value to those you serve
…and it’s about people and communication
…and it’s about people and communication
Perception is reality• Your brand is based on what people
think about your organization, products and services
• You must communicate clearly from your audience’s point of view
• Create a brand that is visually appealing and communicates
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!)
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
Audiences
communicate your value
not just what you do
communicate your value
not just what you do
Building a brand
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?
Audiences
What’s your
message?
(WIIFM)
What’s your
message?
(WIIFM)
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?
Audiences
each generation is different
each generation is different
NACo | Building a brand
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
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
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
NACo | Generations
Gen X – 1965 to 1984• 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
Generations
Gen Y – Born 1985 to 2010• 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
Generations
Building or rebuilding your brand
Building or rebuilding your brand
Reaching your audiences and generating response is the goal
Brand building requires focus• Focus on your audiences and the
benefits
• Branding requires consistency
• You will get tired of it long before your audiences do
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
Building your brand
Western Oregon Waste| Identity and Fleet Graphics
NYSAC | Identity Guidelines
NYSAC | Identity Guidelines
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…
Contacts
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?”
Contacts
where are your contact
points?
where are your contact
points?
Point of choice
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?
Point of choice
Small contacts influence perceptions
• Reception, how the phone is answered• Personal presentation• Voice mail message• Letter format • Fax cover sheet• Quality of literature• Environment
Contact points
Essential contact points•Printed materials—folders,
brochures, handouts
•Your website … a primary point of choice
•Newsletters, magazines and Emails
•Internal contacts from the handbook to employee newsletters
Contact points
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
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.
build your brand
persona
build your brand
persona
NCCAE | Building a brand
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
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?
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
Brand persona
Canby Telcom| Identity and Fleet Graphics
Canby Telcom| Giveaways
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
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
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
Build your brand
Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company
Jennifer Larsen Jennifer Larsen Morrow Morrow President President Creative CompanyCreative Company
Questions?