Steve Jardine Juice Marketing Brand Management and Local Government

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Steve JardineJuice MarketingBrand Management
and Local Government
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My aim today

• Deliver a private sector perspective to provoke
  thought on
• Communicating
• Reputation
• Branding
• (and highlight some practical tools
  too!)

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Steve JardineJuice Marketing
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Communicating

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Communicating

• How many different
• communicating methods are there?

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Communicating

• How many different
• communicating situations are there?

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Communicating

• And how many different
• communicating hits are there in a typical day?

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Communicating

• So its pretty important that we are all good at
  communicating

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Communicating

• some practical tools . . .
• Be clear what you want to communicate
• Get straight to the point
• Be clear who you are communicating to
• Assume they know nothing focus on the hardest
  scenario
• Accept what you are selling is not always what
  they are buying
• Ensure they notice your communication and
  receive it
• Ensure they know what you want them to do as a
  result
• Check

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Communicating

• . . . is the basis of reputation management

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Reputation

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Reputation

• What is reputation?

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Reputation

• What is your reputation?

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Reputation

• What is your organisations reputation?

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Reputation

• Why does reputation matter?

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Reputation

• I dont know you.
• I dont know your company.
• I dont know your companys products.
• I dont know what they can do for me.
• Now, what was it that you wanted to sell me ?
• (Attributed to . . . US publisher MacGraw
  Hill, said to a sales representative in the
  60s.)

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Reputation

• What would you like your organisations
  reputation to be?

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Reputation

• Lastly, who is responsible for reputation?

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Reputation

• some practical tools . . .
• Understand your current reputation what is it
  based on
• Be clear who your reputation matters to
• Be clear what you want your reputation to be
  for each audience
• Can you live up to it
• Do you have a short, medium and long term
  communicating plan for your reputation
• Are you communicating it to all relevant parties

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Reputation

• . . . is the basis of corporate strength

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Branding

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What is a brand?

• A brand is a product or service with some
  uniqueness that sets it apart from all others.
• This uniqueness translates into added value.

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Hypothesis . . .

• Your organisation is not a brand.

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Corporate Branding

• What is corporate branding?

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Corporate Branding

• We are talking corporate reputation.

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Corporate Branding

• More significantly . . .
• we are talking about your organisations identity
  . . .
• and the whole way people regard you and the
  services you deliver.

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Corporate Branding

• some practical tools . . .
• Understand the role of corporate branding
• Appreciate its value
• Have a clear communications plan
• Share it with all concerned

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My aim today was . . .

• to provoke thought about
• Communicating
• Reputation
• Branding

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In Summary

• Everything you do can influence reputation
• Everyone who works with you can influence
  reputation
• You are not a brand, but you have a corporate
  identity with a reputation to manage
• Reputation management is about corporate
  communicating
• And lets not forget . . .

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In Summary

• Everything you do can influence reputation
• Everyone who works with you can influence
  reputation
• You are not a brand, but you have a corporate
  identity with a reputation to manage
• Reputation management is about corporate
  communicating
• And lets not forget . . .
• You cant just claim a reputation
• you have to earn it

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Steve JardineJuice MarketingBrand Management
and Local Government