So what do you do, exactly

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So what do you do, exactly why do I need
you? Tips on Branding for Information
Professionals Ulla de Stricker
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Our focus for today

• 1. Brand types
• 2. The message in our brand
• 3. Communicating a brand
• Imagery, business signalers, credentials,
  client verification, social tools presence
• 4. Conclusion Attention economy

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1. Brand types

• What different types of brand can you think of?

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• Specific product brands
• Mont Blanc pen
• Samsonite luggage
• Queen Mary cruise liner
• We have a sense of what to expect

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Pervasive corporate brands have typically been
nurtured over time

• We know what to expect

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• Brands by association
• Belgian chocolate - pure refined
• German engineering - über quality
• Scandinavian design - sleek and spare
• Italian furniture - elegant
• Australian chardonnay - robust
• Fiji water - ultimate in clean
• Kona coffee from Hawaii - best taste
• We have a sense "what it is"

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Occupational brands, too, are understood in
common ways

• Interior Designer
• Chef
• Journalist
• Accountant
• Violinist
• Though we may not know one, we have a mental
  image what is offered because the image is shared
  culturally

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Individual brands Family and friends associate
certain qualities with each of us

• Reliable friend, trusted advisor
• Helpful neighbor, community supporter
• Passionate environmentalist
• Avid fan of U2
• Organic foods advocate
• Life of the party
• We may have different brands with different groups

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Individual brands in peer groups

• Through AIIP, SLA, other associations
• Familiar figure at the podium
• Always a good read
• Can be counted on to work in a committee
• Association peers have a sense and expectation of
  our contribution - through direct observation or
  general social commentary

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Example Peer brand

• Pam Casey When I think of Ulla de Stricker, the
  following comes to mind
• Authoritative source of information
• Guru of Knowledge Management
• Not afraid to take on challenge
• Well connected in the information industry
• And to me personally a great friend and mentor
• Another colleague
• Whirling Dervish

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In contrast, what about our brand as a business
and service provider?

• Potential and new clients - even existing clients
  - may not be aware of the reputation we have
  among our own peers
• Client perceptions may therefore be quite
  different from how we perceive ourselves, based
  on peer input
• And we can't throw Nestlé, Google type at
  advertising and PR!

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2. The message in our brand

• "You're in good hands with Allstate"
• "Doing it right. Before your eyes" (Mr. Lube)
• "Canada's Information People"
• How are these 3 messages different?

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First, reflect

• Stare intently at wall, or floor
• Write it What brand "essence" do I want?
• What expectation do I want to signal to clients
  they may have of my service?

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Now, share

• Did you find a mixture of adjectives and
  sentences?
• Between what you ARE and what you DO?
• How did "result for client" fit in?
• Could your definition build a sense what to
  expect from engaging your business?

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Examples

• Function Fix vs. facilitate
• Characteristic Edgy creative vs. solid
  dependable
• Cost Low overhead vs. top of line
• Difficult, isn't it?

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Examples - opportunity

• I am your insurance that you can leverage
• With my assistance, you can reach
• Focus on your client outreach. Don't waste your
  time on what I can do much more cost effectively.
• Let me help you manage corporate memory so your
  experts can be as effective as possible.

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Examples - challenge

• I can help you deal with the risk of
• With my team's assistance, you can minimize the
  impact of
• Focus on your customers. Let me deal with the
  records requirements.
• Losing track? We can harness and harvest your
  sales force intelligence.

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Examples - your turn

• Formulate the 1-sentence message underneath your
  desired brand

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Does it feel about this natural?
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3. Communicating a Brand

• Website
• Business card
• Report covers more
• Aim for cohesion and recognizability
• A challenge to express in limited graphics our
  multifaceted offerings and capabilities
• Can be time consuming to maintain
• Keep fresh but not volatile

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Website Here's a "before"

• Thank you Jocelyn Sheppard for giving me the
  example

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And the "after"
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My own examples

• Website
• Business card
• Report / proposal cover
• Format of report body
• "Uniform"
• Business signalers

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• B
• B
• We have a sense and expectation of quality

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Needs Assessment, Research Information Center
Submitted to Jeremy Halton Vice President,
Corporate Services Collingbury Inc by Ulla de
Stricker and Associates 11 January 2009
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• 1. Introduction
• In response to an opportunity to enhance acpbki
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• 1.1 Study Process
• The project was devised as a oaw v eopri
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• vpoir or erpoior eitoritiorit oqaritori orti-rt
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• ? While text is fully justified, bullets are
  left justified
• ? Or else the text would be stretched too far to
  the right
• The Cranberry and green colors print well in
  black/white In some cases,
• recipients may not print in glorious color.

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"Uniform"

• Wanting to look credible and successful but not
  ostentatious, I use a standard appearance when
  meeting potential clients or teaching
• Monochrome, loose slacks/top with a jacket in a
  warm color - (the jacket may come off, but at
  least it's a first impression)
• Studies show a jacket greatly increases the
  perceived level of the wearer's competence and
  authority (esp. female)
• Conservative jewelry / good watch
• Quality classic closed shoes in repair
• Timeless leather handbag / briefcase / folder
  cover

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YES

• B
• B
• We have a sense and expectation of quality

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NO

• B
• B
• We have a sense and expectation of quality

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"Business signalers in person"

• To underscore business credibility, I use basic
  "signalers" when interacting with current /
  potential clients in person
• Good pen Quality matters to me
• Gold/platinum credit card I run a solid
  business
• Pick up the tab when appropriate (public sector)
  - it's just good business
• But more importantly
• I show up at 7am if need be because I am serious
  about the client's business and respect the
  schedule

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"Business signalers online"

• To underscore business credibility, I use basic
  "signalers" when interacting with current /
  potential clients via email
• Easy to read, organized format Readability is
  my respect for you
• Signature Links to more information
• But more importantly
• I respond late at night if need be to make sure
  my response or document is there first thing in
  the a.m.

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Credentials - formal (shown on the website under
a button or tab)

• The verifiable facts backing up that we may be a
  good choice for the client
• Degrees, previous positions, publications,
  academic teaching, roles on boards, etc
• Previous clients / projects and references
• We want to inform about achievements in a
  factual, muted way past work is not necessarily
  applicable to the next client's needs

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Credentials - informal (shown on the website
under a button or tab)

• While less predictive about project performance
• Association offices held, lectures given, etc
• still show we were regarded sufficiently highly
  to be invited

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Client verification

• Testimonials are tricky because they MAY come
  from "friends"
• Some clients prefer anonymity (true in my case)
  and thus, while raving about the project
  delivered, they cannot be named on the website
  even though they will take a phone call
• We could say "references from clients in similar
  industries or from similar projects are available
  upon arrangement"

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Social Tools presence(topic of much attention)

• PDF book by Randall M. Craig
• Online PR and Social Media for Experts, Authors,
  Consultants, and Speakers Develop your
  reputation, get found, and attract a following
• www.KnowledgeToActionPress.com/store
• Step by step instructions on the use of anchor
  and satellite presences on LinkedIn, Facebook, etc

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4. Conclusion Attention Economy

• In a popular TV series featuring 4 women in New
  York, the major theme running through and linking
  all the episodes is ?
• The four main characters pay attention to ?
• And make decisions based on ?
• Just as most decision makers do

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When does Anyone Pay Attention to a Message or
Image?

• In situations of great need or urgency
• When something is not ideal but it's difficult to
  put finger on what to do
• When there's a match between ambition and the
  message ("that would be fantastic")
• Our attention must first be on the situation,
  perception, or need on the receiving end

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What Characterizes a Message Worth Paying
Attention to?

• With thanks to Dan Chip Heath who use
  Simplicity, Unexpectedness, Concreteness,
  Credibility, Emotions, and Stories in Made to
  Stick
• Clear without jargon
• Actionable and meaningful for recipients
• Rich in pointers to more detail
• Relevant to current or ongoing activity
• Integral to recipient's business
• Engaging through WIIFY

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