Branding strategies tend to focus on external audience, here are our thoughts on one of your more important audiences for branding – your employees.
It’s been pretty quiet on my blog for a while – and it’s about to get noisier! Please click in and check out the intro to the new StratCommRx video blog series. More posts will follow – about twice a month. Enjoy, and let me know what you think!
I spent this past weekend at Make An Impact LIVE with Dr. Mollie Marti and her team in Chicago. One of the many things I took notes on was her particular comment about “intent.” She described it as the one word to best describe the conference, and that she hoped we would take that word with us.
Dr. Mollie offered an intentional line-up of speakers and covered topics from dreaming to personal energy, fitness to business development, and networking to etiquette. Each one offered advice that in my opinion supports the idea of being intentional and acting with intent. My thoughts on these are below.
Mitch Matthews reminded us that even when you have trouble articulating your own dreams, helping others realize theirs can help illuminate you own.
One of my favorite authors, Bob Burg, pointed out that Go-Givers are not the opposite of Go-Getters – they are the opposite of Go-Takers. (For more insights on the intent of this message, read The Go-Giver by Burg and John David Mann.
John Morgan cautioned us to “define yourself before someone else does.”
Frank McKinney’s blessing to us was what he learned about restless forward motion and the benefits to be gained when you blend your highest professional calling with your highest spiritual calling.
Andrea Metcalf focused on health, fitness and overall wellness. One of my favorite messages of intent from her was that if you stabilize your blood sugar, you will be healthier. EAT eat EAT eat EAT. (EAT a big meal; eat a little meal…)
Dr. Mollie Marti inspired us with a formula that requires you to blend what you think, feel and do to create change in our lives. (And I have about 5 more pages of notes on what she shared…)
Debbie Bermont was a force of nature in the conference for me, and one of my favorite comments from her was that she believes we all have the same two purposes: to serve others, and to experience love – both from a giving and receiving perspective.
Melissa Galt was specific in sharing her intent for each of us: write a bulleted bio, know our features v. our benefits, and identify our target audience (in excruciating specificity).
Also on deck were Patricia Rossi, Dixie Gillaspie, Josh Hinds and Dondi Scumaci…and I learned personal lessons of value from each of them. And Felicia Slattery was a charismatic emcee.
I’m sure all these folks, and my classmates could have found something else to do with their weekends, but I’m grateful and appreciative for their time, talents and energy.
Do any of my recollections resonate with you? I’d love to have your comments!
Let’s face it, marketing is challenging. Especially when you subscribe to Kitchen Sink Marketing. Kitchen Sink Marketing, to this writer, is the art of pushing everything you have to say about your product, service or company into every piece of marketing you produce.
Is there someone who may see your website and not recognize that they are a potential buyer? Someone who may need one of your peripheral services may see your brochure, so of course all peripheral services along with core competencies needs to be included. And suddenly your marketing communications efforts look like you would sell a kitchen sink if someone wanted to buy it from you.
So if that is the trap some companies seemed destined to fall into, how do they navigate around this risk?
Here are a few tips to help you build a briefing document for any of your external marketing efforts. The briefing document should list the following:
- Type of communications tool (Press release, ad, brochure, website, trade show display, etc.)
- Intended audience. (Be specific.)
- Key brand message to be communicated. (After the intended audience sees this tool, what do you want them to know or believe about your brand?)
- Supporting brand messages, pick two. (What are the secondary reasons someone would choose to engage with your brand?)
- What images will best help tell your story? Executive headshot? Product beauty shot? Experience image? Audience image? Technical drawings? Charts? Graphs? Do you have these images? Will stock images work? Would you prefer originals? What demands must be met for the final project? 2-color? 4-color? Online? Print? Distribution?
- Deadline information. (Then determine the reasonable number of drafts allowed to hit that deadline with full approvals.)
This isn’t a comprehensive list — yours will need to be customized to your brand and your needs.
Plan your work. Work your plan. It’s good advice – especially if you want to avoid Kitchen Sink Marketing.
A long time ago in a galaxy that looks a lot like this one, I had an intern from Webster University ask me a question. “What does it take to be successful in this field?” It took me a minute, then the thought crystallized in my mind – and I had the answer. At least, the answer for me. “Curiosity,” I replied.
William Shakespeare said it best – “Brevity is the soul of wit.” Say what you want to say and get on with it.