Birds and Beast Branding

Shadrach, Meshack and Abednego. Habakkuk. Hammoleketh.

These names from yesteryear are a problem. Most Biblical names have always bothered me. Why so long and complicated, and why are there no last names? Any theologians out there with the answers?

Bottom line, whether it's personal or business, your name matters. It's your billboard, your business card. Your image. Your Brand.

Think of a few names and their Brands:

• Garth Brooks
• O.J. Simpson
• Mel Gibson
• Brittany Spears
• Enron
• Starbucks

See, every name invokes some image; some emotional reaction. Every name carries value--and baggage--that relates to the person or entity. The name personifies their attitudes and actions. Who you are, what you say, what you do and how you operate in the marketplace really does matter. What you do publicly and privately does matter.

My point? Do you know YOUR BRAND? What actions, attitudes, words and ways have created what others perceive about you? Have you even thought about The Brand?

See, branding isn't just pretty colors, nice business cards, SalesSpeak and marketing campaigns. A Brand must exemplify Who are you, what you do and how you do it differently than everyone else. Then, you must share it with those who matter. In the business world, those people usually are employees, customers, prospects, investors, suppliers, analysts, media and more.

One discovery process for your branding is called Bird and Beast Branding(SM). It's a serious, simple and sometimes funny approach to identifying Your Brand. RGM Communications built the process as an entrepreneurial entree for small- and mid-sized businesses struggling with their identity. They may not even know their Brand exists. How's it work? You'll have to send me a private e-mail for details but I can tell you:

• It's a process that depends on ewe--er--you.
• We open the bird cage and let the birds sing and fly.
• We manage the Order of the Wild, find and tame the beasts.
• And ultimately, the Bull is left at the door.
  

Simple. Serious. Practical. Powerful. Birds and Beast Branding.

What's the marketplace think of you? Tell me.

Focusing on Outcomes

On top of my mind -- each and every day -- is the impact our communications activities have. Too often, I hear individuals in the PR profession measuring success based on the number of clips in the packet. But how do we know if a media clip is actually cutting through the clutter and making a difference?

There is a lot of talk these days about metrics. How do we quantify our success. I have long advocated a bold, yet simple, proposition. Don't distinguish between communications goals and overall goals. If the goal is to sell more widgets, then any communications activity should be measured by how effectively it helps boost sales. If the goal is convince a local community to vote for a bond issue, then success is measured by whether that issue is approved.

Getting great clips about how wonderful the widget is is irrelevant if it doesn't help the corporate goals. And making everyone aware of the need for the bond issue is meaningless if it doesn't win their votes.

We have to remember good communications is a two-part exam. Part one is public awareness -- making sure our target audiences understand what we are talking about and are informed of our position. The greater challenge is part two -- public behavior. Good communications results in changing the way people talk, the way they act, the way they shop, and the way they live.

Changing public behavior is the true measure of a successful communications effort. Without it, aren't we all just simply contributing to the white noise?