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The Essentials of Effective Communication To understand branding, we’ll first need to review the essential components that make for effective communicating. Communication is anything that imparts a message of any kind in any way.

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The Essentials of Effective Communication

  • To understand branding, we’ll first need to review the essential components that make for effective communicating.

  • Communication is anything that imparts a message of any kind in any way.

  • In terms of branding everything you are and do as individuals, in your community and as a business are media imparting your brand to others.


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Communication Essentials

  • Emotional triggers:

  • People recall those messages that impact on them emotionally. We call them emotional triggers.

  • Emotional triggers cause a feeling of “good” or “need” in a targeted public.

  • An emotional trigger can be the way in which you are perceived as being competent business people.

  • In communicating, our goal is to have people feel something good rather than think something good.


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Communication Essentials

  • Precise targeting:

  • Precise targeting delivers your brand to customers, media and markets that will have an interest in your company and its products.

  • Precise targeting will take your brand to where it will do you the most good at the least cost.

  • Other publics are irrelevant.


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Communication Essentials

  • Consistency & Continuity:

  • Consistency and continuity are essential to establishing brand recognition.

  • This applies to all communication in all media.

  • Experimentation is not a option.

  • The major reason for failed brand recognition, marketing, advertising and public relations campaigns is; a business either doesn’t have an integrated strategic plan, or if they do, they don’t stick to it.


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What is Branding?

  • Branding is often confused with "corporate identity" or "corporate image."

  • Corporate identity refers to a company's name, logo, tagline or slogan - its visual expression or its "look.”

  • Image is the public's perception of a company, whether that perception is intended or not.


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What is Branding?

  • A strategic process:

  • Corporate branding is a business process that is planned, strategically-focused and integrated throughout the organization.

  • Branding establishes the direction, leadership, clarity of purpose, inspiration and energy for a company's most important asset, its corporate brand.

  • Brands are not simply products or services. Brands are the sum total of all the impressions, people can have in their minds, and can experience emotionally, about a particular company or product.


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Control:

Branding is all about controlling what it is you

want the public to know about your company!

What is Branding?


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• Vision

• Mission

• Guiding principles

• Customer relations

• Products

• Experience

• Management practices

• Marketing practices

• Corporate culture

What is Branding?

A successful brand triggers a deep emotional response when communicated to a customer or other stakeholder.


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Creating Your Brand

  • Research:

  • Research will make sure your messaging clearly separates you from your competition ensuring brand uniqueness.

  • Research can identify market opportunities.


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Creating Your Brand

  • A team approach:

  • The involvement of your management team and at times your staff is imperative to achieving a successful outcome.

  • Staff participation results in emotional buy in to both the process and to your corporate objectives.

  • Develop a strategic branding plan that is reasonable and achievable.

  • Ensure brand consistency and continuity from start to finish.

  • Above all keep it simple.


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Creating Your Brand

  • Reviewing your existing brand:

  • Review your existing brand to learn where your strengths and vulnerabilities are.

  • You’ll need to be realistic about every aspect of your business.

  • Bring in professionals who will be objective and supportive.


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Creating Your Brand

  • Guiding principals:

  • Guiding principals define in clear and simple terms your core beliefs about how you conduct business.

  • • We keep to our commitments.

  • • We are accountable for our actions.

  • • We are businesslike in our management practices.


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Creating Your Brand

  • Vision & Mission statements:

  • Do your vision and mission statements represent a clear vision of what your company is and where you plan to take it?

  • Use a professional to objectively guide you through the process of creating new statements.

  • Involve your management team and staff.


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Creating Your Brand

  • Brand essentials:

  • Determine exactly what is it you want your brand

  • to achieve.

  • Establish the essential ingredients that will define your brand, separate your company from your competitors and sell your product.

  • Identify emotional triggers.


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Creating Your Brand

  • Target markets:

  • The success of your brand depends on who it’s targeted to.

  • In order of their importance to the success of your business clearly identify your target markets.


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Creating Your Brand

  • Brand media:

  • Establish your primary brand delivery systems.

  • • Web

  • • Print

  • • Sales force

  • • Combinations of above

  • • Other


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Creating your corporate identity

  • Visual image – Logo and mark:

  • Create a visual identity that accurately captures the essence of your brand.

  • When seen, it will engender the desired attitude and feelings towards your company.


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Creating your corporate identity

  • Corporate Identity & Marketing Materials:

  • • Business cards• Letterhead• Signage• Brochures• Corporate Literature • Packaging• Tradeshow Displays & Booths• Other Graphic Applications


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Creating your corporate identity

  • Slogan:

  • Craft a memorable slogan which captures in one to six words the essence of your brand.

  • Copy:

  • Write copy ensuring consistency and continuity of brand message in all of your marketing materials.

  • Create a unique voice and tone that is yours - that cannot be confused with other brands.


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Creating your corporate identity

  • Photography and Imagery:

  • Create an appropriate and unique treatment of images to support your brand.

  • Using illustration, photography and graphics implant emotional triggers and key messages into your corporate image.


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Creating your corporate identity

  • Web development:

  • Increasingly, Websites are becoming a frontline marketing tool for many organizations.

  • In our experience your Website must offer more than information. It’s imperative that it demonstrate product.

  • It must be in keeping with the image you wish to portray to the world.

  • Companies marketing high/tech products should be aware, that for them particularly, keeping it simple is essential.


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Developing and implementing a strategic communications plan

  • Develop a strategic communications plan to promote your brand.

  • Precisely target the publics identified in your branding plan.


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Developing and implementing a strategic communications plan

  • Public Relations:

  • Create and manage publicity campaigns that reach people effectively and inspire them to action.


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Developing and implementing a strategic communications plan

  • Media relations and communication training:

  • You’ll only get results when media know that your story is relevant, timely, and of real interest to a particular audience.

  • Hire a professional to train you in media relations skills so that you can deliver key messages with comfort, authority and conviction.


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Developing and implementing a strategic communications plan

  • Key messages:

  • Key messages are what you want people to remember most about your organization.

  • By defining your brand in clear memorable sound bites, key messages are an important step in creating top-of-mind awareness, and the first line of offence in crisis and issues management.


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Developing and implementing a strategic communications plan

  • Advertising & paid media planning and buying:

  • Create fully coordinated public relations and advertising campaigns strategically designed to sell your brand.

  • Hire an experienced media planner and buyer to ensure your advertising dollars are targeted correctly for maximum results on investment.


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A few last words

  • In the branding business we call ourselves “simplifiers”.

  • Remember, your brand is the sum total of everything

  • you are and do.

  • “The branders job is to take the complexity of your organization; refine it into simple understandable feelings, thoughts and images, and then, to help

  • you sell it.”

  • Ian Macaulay


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The Wisdom of ExperienceThe Power of Media

  • The Macaulay Communications Group was created in 1994 by Ian Macaulay who brought together a group of skilled, talented and experienced communication specialists from 1994 Victoria Commonwealth Games.

  • Today, the Macaulay Group works with clients and associate companies across Canada and our campaigns reach targeted audiences around the world.

  • Ian Macaulay is the Group's founder, senior partner and an acknowledged specialist in the creation, management, and implementation of public relations and corporate branding campaigns.

  • With over 30 years experience, Ian brings our clients a wealth of broad based media and communication experience. He's been an award-winning columnist, news director, editor, network correspondent and television news anchor.

  • Ian is the creator of SoundBites for Success™ and Working With Media™ techniques for media relations & issues management now in use by political parties, business and non government organizations. He also helps individuals to communicate with authority, comfort and conviction.

  • The Macaulay Group’s reputation has been built on the guiding principal of respect for consumers, our clients, and ourselves.


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To contact us

The Macaulay Communications Group Ltd.

4895 Lochside Drive, Victoria BC Canada, V8Y 2E6

Tel - 250.658.5332

Mobile - 250.744.7931

Fax - 250.658.5375

email - [email protected]

Web - www.macaulaygroup.com

This presentation is the property of the Macaulay Communications Group Ltd. Reproduction in whole or in part is prohibited.


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