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National Association of Counties July 18, 2011 Communicate more effectively

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

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

Glance and scan Sound bites First impressions are the only impressions

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

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

The Apple brand A 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 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

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?

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

Stand out … Be recognized … Add value … Save money

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

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 … it’s still about people and communication

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 NACo | Audiences

NACo | Building a brand 7 tactics to build your brand

NACo | Building a brand 1. Know your 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!) 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 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? NACo | Audiences

NACo | Building a brand each generation is different

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 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 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 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 NACo | Generations

NACo | Building a brand 2. Communicate your value

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

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? NACo | Audiences

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!”? NACo | Define the message

What’s your message? (WIIFM)

NACo | Building a brand 3. Create a visual vocabulary

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 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 NACo | Building your brand

Western Oregon Waste| Identity and Fleet Graphics

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… NACo | Visual Vocabulary

NACo | Building a brand Most people scan instead of reading

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 NACo | Create clarity

NACo | Building a brand 4. Brand each contact point

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? NACo | Contact points

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

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.

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

NACo | Building a brand 5. Simplify content and message

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 NACo | Simplify and be direct

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

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? NACo | Image

Canby Telcom| Identity and Fleet Graphics

NACo | Building a brand 6. Provide tools for adoption

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 NACo | Image

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

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

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

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 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 NACo | Build your brand

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

Jennifer Larsen Morrow President Creative Company Questions?

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Na co2011. National Association of Counties

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Na co2011. National Association of Counties

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