The macaulay communications group

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The Essentials of Effective Communication

• To understand branding, well 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 doesnt have an
  integrated strategic plan, or if they do, they
  dont 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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What is Branding?

• Control
• Branding is all about controlling what it is you
• want the public to know about your company!

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What is Branding?

• Vision
• Mission
• Guiding principles
• Customer relations
• Products

• Experience
• Management practices
• Marketing practices
• Corporate culture

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.
• Youll 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 its
  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. Its 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
• Youll 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 Groups 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 - ian_at_macaulaygroup.com 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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