We recently launched a new LinkedIn group — Let’s Get Strategic About Communications! — that we’re hoping will generate some good discussion and sharing of best practice insights among communication professionals. It’s a closed group, meaning that we are carefully monitoring participation and limiting it to those who are committed to openly sharing information in a non-promotional manner. The trouble, we think, with so many LinkedIn groups is that they quickly devolve into blatant self-promotion and become nothing more than individual members saying “look at me!,” “look what I’ve done!,” “come to my webinar!,” “read my whitepaper!,” etc. Now, there is certainly (more…)
Archive for October, 2013
That “Silly” SWOT and Why You Should Spend Time to Do it Right
Tuesday, October 22nd, 2013I used to consider SWOT analyses to be “silly exercises,” but after using them on a number of occasions during strategic planning processes with clients and, after conducting research for my book The Complete Idiot’s Guide to Strategic Planning, I’ve come to believe that (if done effectively) they can help drive better strategy development.
If done correctly, SWOT analyses should: (more…)
Back to Branding: A 4-Step Process to Launch Your Brand Management Efforts
Monday, October 21st, 20131) Clarify how the client would like to be perceived. We generally go through a two-part exercise, including some kind of projective exercise (e.g. “if your organization was a house, what kind of house would it be; draw a picture…,” or “if your organization were a person, what would that person look like; tear out pictures from magazines…”). We develop a list of desired attributes based on these discussions.
2) Assess how their target markets currently perceive them. This includes employees (because they play a critical role as brand ambassadors), customers, prospects, community leaders, etc. The specific audiences vary by organization. We generally accomplish this step through research while might include both qualitative (focus groups/interviews) and quantitative (surveys). This step can also be a great communication tactic to help engage various audiences in the process and convey to them the core attributes you wish to be known for.
3) Identify the gaps between desired and perceived brand image. In some cases, this may mean that the audience doesn’t perceive you as strongly for a particular attribute as you would like to be perceived. In other cases the opposite is true. And, sometimes, you may find that your audience has positive perspectives of you that you hadn’t even considered and may wish to emphasize. Based on this gap analysis, you would prioritize the gaps to focus on; this will drive your communication strategies and tactics.
4) Develop a plan to close the gaps; this includes both marketing communication and operational strategies and tactics.
Most of this process is fairly straightforward and it’s not that difficult to get to step #4. But that’s where the challenges emerge. Why? Because most organizations view branding as a communication process. While communication is certainly part of the branding process, it is just a part. Operational issues also play a major role in how companies are perceived. For service businesses (e.g. health care organizations, professional services firms like law firms, consultancies, etc.) brand management is especially challenging because every interaction their target audiences have with their organizations serve to form impressions: this includes everything from how clean their parking lot is and how easy it is to find parking, to how their staff answers the phone, to how staff are dressed, etc., etc., etc.
It’s a worthy challenge though. If you’re up for the challenge, we have a number of additional blogs related to branding that you may find helpful.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Recommended Reading
21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure
STP: A Useful Marketing Acronym
Thursday, October 17th, 2013One of the marketing concepts that I find many people struggle with–even marketing professionals–is defining a target audience. Seems pretty simple but, in fact, most people tend to cast a very wide net when determining who to target their marketing messages to. Much of this is because, I’m sure, we all have a tendency to believe that our product or service could appeal to a large segment of the market. So we attempt to reach the masses and, as a result, fail to effectively position our product or service within the minds of an audience that is most likely to respond. (more…)
How Can You Measure Your Advertising Effectiveness?
Tuesday, October 8th, 2013Gaining Traction With the Media
Thursday, October 3rd, 2013- Their own personal experiences
- Word of mouth (WOM) from colleagues, friends and relatives
- Media coverage/PR
- Advertising done by these organizations
I list them in order from most impactful, to least. And, while advertising certainly plays an important role for many organizations, media exposure is more credible. Why? Because media coverage represents somebody else talking about you, versus you talking about yourself. It is not necessary to spend a lot of money on traditional advertising to get results these days. In fact, there are multiple opportunities for even the smallest of organizations to make an impact. For those seeking to boost awareness, preference and demand for their products and services without investing large amounts of money in paid advertising, the steps are: (more…)