Smart Messaging – Branding is Key to Organizational Sustainability

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Branding is not just for the Coke’s and Disney’s of the world. Branding is for everyone.

It’s more than a logo and tagline. Branding is a strategy.  When thinking about a strategic branding campaign for your business, begin with your audience. To whom are you speaking?

With a creative focus, we make businesses more visible by serving as change-agents and speaking directly to their audiences, thus modifying their behavior. We specialize in performance-driven communication solutions that support sustainable business practices. This is our unique value proposition at Visibility Marketing Inc.

It is important that we convey to clients and prospective clients that all of our service delivery will be aligned with their key performance indicators. It is not enough to say that your organization is diverse and inclusive. Diversity and inclusion must be linked to increased market share or measurable improvements in customer satisfaction. The cost savings realized as part of a campus-wide energy efficiency initiative at a major university can also help to minimize tuition hikes. Operational efficiencies, environmental stewardship, and social responsibility are inextricably linked.

However, many organizations miss the opportunity to leverage strategic messaging in ways that will build the brand. The $600 million dollar technology deployment and the $3 billion capital improvements plan represents unique opportunities to enhance the brand.

Some helpful considerations when considering your branding strategy include the following:

  • Business Transformation: All organizations now sit at the intersection of business and technology. Successful change management must include communication planning strategies that include mobile applications and social media as part of the branding mix.
  • Future State Business Processes: Integrated planning across functional areas requires the development of new processes that support the future state of the business as part of the business transformation initiative. This effort is imperative for customizing messages to small stakeholder segments.
  • Smart Messaging: Although messages to each stakeholder is to be aligned with the broader vision, each message must represent a unique and measurable value proposition to each stakeholder.

Any organization has to understand that the brand must align with the guiding principles of each stakeholder group. Smart messaging and branding are fundamental to organizational sustainability.

Social Media Strategy: Big Changes from Twitter, Facebook and LinkedIn

social media changesIf you’re an avid social media user, you’ll notice that some things don’t work the way they used to.

Social media changes its options often and here’s some big ones:

  1. Twitter emphasizes image more. On the left side of their new web view, the profile and header images are now visible. This new image highlighting has a huge impact on metrics, with retweets shooting up by as much as 150 percent.
  2. On Twitter, advertisers can promote their accounts with a tweet in Twitter’s mobile timelines. Advertisers will only get changed for each person who follows their account.
  3. Once more, Facebook has changed its algorithm. They’re focusing on news from media outlets. After a user clicks on an article in the news feed, three related articles will appear. To keep posts from friends populating the news feed, Facebook will bump up stories that have new comments. This change is another tactic from Facebook to encourage more spending on ads.
  4. LinkedIn: a Showcase Page for companies is available to focus on a particular brand, business area, or initiative. Users can follow these pages, which focus on content updates.
  5. Both Facebook and Twitter are making it easier to schedule posts; Facebook’s process goes from 12 steps down to four. Both platforms are allowing scheduling of posts.

If you’re new to social media, it’s getting easier to get started. These changes are also ideal for companies looking for ways to advertise their products or services.

New? Try it out. If you’re a little social media shy, we can help you. Contact us. We will be happy to help “make you more visible.”