brand

Being able to tell your story to diverse audiences is the first step to effectively sharing your message.  Much more than just a logo, your brand is one of the most important components of communications.

While you cannot control your brand, you can influence it. No one says this better than Scott Bedbury, author of A New Brand World and former marketing executive at Nike and Starbucks:

“A brand is the sum of the good, the bad, the ugly and the off-strategy. It is defined by your best product as well as your worst product. It is defined by award-winning advertising as well as by the god-awful ads that have somehow slipped through the cracks, got approved, and, not surprisingly, sank into oblivion. It is defined by the accomplishments of your best employee-the shining star in the company who can do no wrong-as well as the mishaps of the worst hire that you ever made. It is also defined by your receptionist and the music your customers are subjected to when placed on hold. For every grand and finely worded public statement by the CEO, the brand is also defined by derisory consumer comments overheard in the hallway or in a chat room on the Internet. Brands are sponges for content, for images, for fleeting feelings. They become psychological concepts held in the minds of the public, where they may stay forever. As such you can’t entirely control a brand. At best; you only guide and influence it.”

 

communication services

communications reconnaissance

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” —David Ogilvy, founder Ogilvy & Mather; often called the “Father of Advertising”

Regardless of your organization’s size, the first step in determining where to go and how to get there is to start with research to assess where you currently are. Start with these:

  • What do your competitor and peer organizations say about themselves?
  • What do others say about you?
  • How widespread is your message?
  • Is your current message integrated, on-target, prolific?
  • What communications vehicles are you currently using?