Join the IABC Brand Discussion
26th June 2006 by Mark Schumann, ABC
What does IABC mean to you? And what can it mean to the thousands of people we connect with every year - including members, prospective members and our professional colleagues?
To clarify what IABC can mean to its many stakeholders, the association is clarifying its “brand promise” - the essential, simple statement of the value of the IABC connection. Now, this is much more than a tag line for an advertisement. It is the ultimate value proposition IABC offers to anyone who connects with the association. That’s why we have to get it right.
So we’d like your reaction to some ideas we’re working with about what the IABC brand should say to all the people who come in contact with the association. Please take a moment to review the following six value statements. Let us know your reaction, in this discussion, before July 14. Your responses will help create a compelling brand that will help each part of the association attract the participation and support of members and nonmembers. We’ll review the brand ideas at the Leadership Institute in February.
Here are the value statements:
“IABC offers a world of opportunities to professional communicators who pursue excellence.”
“IABC provides access to many “worlds” of communication excellence–geographically, culturally, and creatively–which can make a difference to any members–no matter where they may live and work.”
“IABC enables its members to reach beyond traditional boundaries of map or culture to create a richer world of communication excellence.”
“IABC has the power to connect the world of communication excellence and make a global difference.”
“IABC creates a global network in which members can share their ideas and bring a world of communication excellence home–to the organization, to the office, to the individual.”
“IABC provides a global network for sharing excellence across all disciplines of communication.”
Please participate in this discussion:
1) Select the statement that best reflects why you value IABC - and explain why.
2) Select the value statement (which may be the same one or a different one) that can be most appealing to someone who may be thinking about joining IABC - and explain why.
3) Offer any other reactions or ideas.
Thank you for taking the time to react.
June 27th, 2006 at 3:11 am
1) Why I value my membership: “IABC creates a global network in which members can share their ideas and bring a world of communication excellence home–to the organization, to the office, to the individual.”
Here’s why: IABC continues to be my first and best stop for communication-related information and networking.
2)Best choice for painting the value proposition to others: “IABC provides a global network for sharing excellence across all disciplines of communication.”
Here’s why: A snapshot of our member demographics tells a compelling story doesn’t it? (But, how often do we play this up?) I have a perception that our members are everywhere and united by the common thread that our jobs rely on communication competencies. From where I sit in Chicago, membership is valuable to the extent that it helps prospective members consider what’s next in their career by linking them to real people locally and arming them with resources, tools and techniques.
What do you think?
-Tina
June 27th, 2006 at 2:48 pm
Mark,
None of these statements reflects why I value IABC so I’ll skip to the second question.
The best statement to use for someone thinking about joining IABC is: “IABC creates a global network in which members can share their ideas and bring a world of communication excellence home — to the organization, to the office, to the individual.”
Here’s why: This statement uses words that create visual images, such as “share,” “ideas,” “home,” “office,” and “individual.” It puts the prospective member in the picture, so to speak, and offers specific advantages to the prospective member.
The other statements are vague and leave open to interpretation many of the buzz words and phrases.
Wilma
June 28th, 2006 at 1:08 pm
Like Wilma, none of the options provided capture why I value my IABC membership.
In terms of what I believe would be most appealing to someone considering IABC membership, my choice would be: “IABC creates a global network in which members can share their ideas and bring a world of communication excellence home–to the organization, to the office, to the individual.”
This comes closest capturing the value of peer-to-peer relationships engendered by IABC, and the rich context so necessary to the effective practice of communication that the professional development opportunities provide.
One additional comment: While the fact that IABC is an international organization has legs, I question whether it is a primary motivator for membership. Rather, it’s more like the surprise gift you get in addition to what you seek when you join.
June 29th, 2006 at 10:32 am
Very interesting feedback - thanks so much!
For Wilma and Jeanne, I’m curious to know what value statements might reflect the value you get from your IABC membership. Your suggestions are most welcome!
July 2nd, 2006 at 6:19 pm
Glenda,
Trying to sum up in a “value statement” the value I get/have received from IABC is a waste of labor. And even if I could create one that suits me, I doubt it would reflect anyone else’s feelings/thoughts. I can tell you specifically what I’ve received from IABC (a job, incredible professional development, life-long friendships, opportunities for self-improvement, leadership opportunities, etc.) but I can’t translate that into a neat, nifty, marketing, branding “value statement.” And I agree with Jeanne: the “international” or “global”aspect of IABC is the bonus.
July 3rd, 2006 at 6:49 am
“IABC provides a global network for sharing excellence across all disciplines of communication.”
This statement seems the closest to something that my executives would relate. It seems that if we are going to have “business communicators” in our title, that we need to be sensitve to business language. For me as a communicator, I tend to be more drawn to the lofty ideal statements. However, they sure can be filled with fluffy language that doesn’t advance our stance in the business market.
When I talk about IABC and “sell” it to my bosses, etc. They always ask, so what does it mean? - what is IABC and acceditation and such?…my response always seems to come down to saying IABC sets the global standard for business communications. No “worlds of communications excellence” no “opportunities” for “excellence”. Not saying that language is bad; that’s probably what attracts young professionals to our association. However, it’s worth a look at how we see ourselves internally as members and how we want the world’s executives to see us. Are they different? Should they be?
I think from a business perspective, focusing on our ability to set a global standard, network and advance business communications - ethics and professional acumen - would be one direction to thoughtfully consider.
July 7th, 2006 at 11:03 am
The statement that rings most true for me is “IABC creates a global network in which members can share their ideas and bring a world of communication excellence home.” Why? Because it includes three key benefits: the global network, idea sharing and communication excellence.
All of the statements could appeal to new members. The same is true for existing members. Why? Because IABC means different things to different people.
IABC’s very diversity is a huge benefit to our brand — and the biggest challenge in defining it. So the value statement that will work best will need to be broad enough to allow different people to “read in” different meanings to fit their needs.
I like concept of “worlds of opportunity.” It can be taken literally, to describe IABC’s global reach, and still have room for a more figurative interpretation about IABC’s other benefits: broad network of peers, all disciplines of communication, learning, knowledge, leadership opportunities, etc.
I think we’re on the right track, and of course the devil is in the details. Kudos to Mark and the rest of the team involved in this branding effort. And thanks for opening up the discussion to the rest of the membership! Together, we can work out those details.
July 7th, 2006 at 2:53 pm
Mark:
The one that resonates with me is:
“IABC creates a global network in which members can share their ideas and bring a world of communication excellence home–to the organization, to the office, to the individual.
Why: It is more down to earth. Just as Jill says, the 3 benefits are powerful. I like the ‘bring it home’ part. Any organizations will like to know that we use our networks to enhance not just our work, but the workplace.
What might appeal to a prospective member? I asked one and he chose this: “IABC provides a global network for sharing excellence across all disciplines of communication.”
Having said that, here’s a suggestion:
Instead of only thinking of what IABC ‘means’ what about considering what IABC ought to *be* 5 years from now? Or 10? Reason I say this: our needs change fast –as do our jobs– and I’m sure if you asked me this question 5 years ago, what IABC meant would have been different. If we want the organization to grow, might as well think about where the growth is going to come from.
July 12th, 2006 at 12:51 am
Let me first start with a process comment: I think that three weeks is woefully inadequate for this sort of global conversation. The comment period should be at least six weeks long. The fact that you mention Leadership Institute in January as the event at which these results will be discussed makes me wonder, “What’s the rush?”
1) “IABC creates a global network in which members can share their ideas and bring a world of communication excellence home–to the organization, to the office, to the individual.”
This one almost captures what I get from IABC, but it’s at once too clinical and too North American. IABC is a global community, where members share ideas, expertise and experience. And I like the bit about bringing a world of excellence home, because I have learned so much from IABC and become a better communicator as a result, to the benefit of my employer…except that culturally, I am not sure the wording works. In France, there is often a HUGE invisible wall between home and work, so the metaphor may not translate. Maybe it should be something like “and harness a world of communication excellence to benefit the organization, the workplace and the individual”?
2)“IABC provides a global network for sharing excellence across all disciplines of communication.”
I beg to differ with those who think that being global is just a nice add-on. For those of us outside of North America, it is a fundamental selling point. And the growth markets are outside North America. In looking at prospects for global growth, we have to ask ourselves, why should new members join IABC as opposed to their national comms associations that provide materials in the local language?
Again, I prefer “community” to “network”.
I agree with the need to position IABC for the future and to appeal to business sensibilities.
July 13th, 2006 at 7:28 am
SEARCHING FOR THE WINNING PERSONA
Bong R. Osorio
Deputy Regional Director
IABC, Asia Pacific
Everyday we encounter hundreds of brands and human faces. Most mean nothing to us. But when we come upon a brand and its elements, in whatever form or medium, it becomes familiar. So when we see it in a retail outlet, or a supermarket shelf, we experience a sense of recognition. “Hey, I’ve seen you. I know you.” If we are intimate with the brand’s personality, and how it relates to us, meeting the brand up close can trigger remembrance, interest, affinity, positive reinforcement and support.
THE PERSONA PRINCIPLE
Unfamiliarity can result to invisibility, the biggest roadblock to fame and glory. The best, the most experienced, or the most talented cannot enjoy success until it is clearly, credibly, and consistently visible to its targeted audience. This is the unassailable truth for any product, person, association or business. Visibility in a party can lead to romance. Visibility in an industry organization can seal a business transaction. Visibility to the electorate can spell political success.
There are several ways to establish presence—spend millions of money through advertising, voice out your truth in pitched or paid media and make people listen via public relations, get lucky, or build equity in your image through an effective projection of a winning brand character or Persona, as Derek Lee Armstrong and Kam Wai Yu describe it in their book “The Persona Principle”. Persona is a an Image Marketing tool that can help ensure stability and long-term success. Applied to brands, corporations or people, it can be defined as the set of subjective impressions we want a defined audience
to form through exposure to them—their performance, their packaging or image, and over and over again to their marketing communication.
The development and articulation of a Persona is one of the most challenging tasks for communicators. But it is important to define it down pat given the overcrowded marketplace and fierce competition. A well-defined Persona provides uniqueness on the shelf, and more important in our target audience’s consciousness. Competition may rob our brand of its claims, but it can never rob our brand of its Persona. An effective brand Persona is difficult to distill in a one-liner, a couple of lines, or with just a few, sharp adjectives. But since we have a feel for the essence of many brands, it is possible to write a working Persona statement.
THE FIVE POWER PERSONAS
Defining the Persona is one of the most difficult creative challenges in marketing communication. We can create our own customized and balanced persona. Armstrong and Yu suggest looking at Five Power Personas (FPP), which can give us ammunition and guidelines in developing the all-important truth about our brand.
The Emperor Persona. The most obvert and obnoxious Persona. It is the one most often adopted by history’s military dictators like Napoleon and Alexander the Great. The problem with this personality is that arrogance of the image can lead to downfall. We should only consider the Emperor Persona if we are looked at as a market leader for years, or we invented our product category which others copied. Arrogant confidence in leadership, dictatorial management style, aggressiveness, instant propaganda response to any negative press, and risky behavior are dominant traits. Coca-Cola, Kodak, Sony, Mercedes Benz, Disney and Levi’s are considered Emperors. These brands share the unshakable belief in their image. They are challenged by a number of wannabes but remain to be the undisputed kings in their categories.
The Hero Persona. The Hero Persona builds its success on the talents and skills of one hero, and instead of building the image of the company, it invests in the leader of the enterprise. Ford automobiles being built according to the vision of Henry Ford is a case in point. If we are acknowledged to be the very best in our chosen field, above reproach and agreeable to losing privacy, and would like to see our name everywhere, the Hero Persona is for us. One of the advantages of the Hero Persona is the equity of the hero’s name. Steven Spielberg of Dreamworks and Ted Turner of CNN typify this. They carry billions of dollars in value in their names alone.
The Expert Persona. Building credentials at every opportunity is the hallmark of the Expert Persona. It subtly projects its expertise everywhere, ensuring credibility. It is valuable in almost any service-oriented sector—ad agencies, hotels, and airlines. The false modesty of a hero is more appealing to consumers than the arrogance of an emperor or a hero. we can adapt the Expert Persona if we are already classified as a guru in our milieu, or when we have been able to build a reputation with a well-established firm and
wish to “go it on our own.” Anita Rodrick of The Body Shop is a clear representation of “the expert.” She grew her company on her own respectable image and solid principles. Rodrick’s image is integral to The Body Shop. Her expertise, and her unwavering commitment to social issues, is expected in her products.
The Buddy Persona. Flexibility is the trademark of the Buddy Persona. It is popular with the later generations of politicians, and the new breed of corporate executives who can no longer afford to be ruthless and approachable. The Buddy is everyone’s friend who treats everyone equally and is respected by everyone. If we are a natural born salesperson that genuinely like people, warm and ostensibly caring, socially responsible and flexible, the Buddy Persona is for us.
The Simpatico Persona. Also known as the chameleon, the Simpatico Persona is cause-oriented and the personality of choice of businessmen and political evangelists. It is the most dynamic of the five power personalities, demanding religious fanaticism or a sense of real cause. The Simpatico requires team-orientation, and an absolute belief in the benefits of our product or service. We have to be evangelical about the cause we are espousing, and should carry a genuine enthusiasm for the work being done. Perhaps the boldest and most effective Simpatico is the Apple Macintosh launch. Its introductory advertising is a visual extravaganza that captured the imaginations of consumers so intensely that Macintosh was perceived as not just a product, but an entire culture—almost a religious cause.
The Five Power Personas allow us to make your brand as human as possible. They can be honest reflections of truth, reality, uniqueness, credibility, uncompromising stance, growth, knowledge and independence in branding. Armstrong and Yu believe that they are the most unbalanced but powerful extremes of the Persona Principle. And to paraphrase Theodore Roosevelt, some “speak softly” —and some do not—but all Power Personas “carry a big stick.”
So what could IABC’s persona be? I believe it would be a mixture of what an EXPERT and a BUDDY is. If IABC were a person he/she is an acknowledged leader in the field of communication who generously shares knowledge, skills and expertise to others. And with this profile, I go for the proposition that “IABC provides a global network for sharing excellence across all disciplines of communications.”
July 15th, 2006 at 10:02 am
Hello all,
First off, kudos to you, Mark and all involved, for working on creating a deliberate IABC brand. This is hugely important for us. There are new competitors emerging in the market space that IABC occupies, and many are more dynamic, open and understand that integrated marcomm and indeed integrated ways of running businesses are blowing up the siloes that have characterized traditional organizations, including our beloved IABC.
I have several comments:
1) As a being who loves context, how did we come up with the value statements? Was there a full membership survey of brand attributes that resonate with members in order to construct them? Was theming done to conceive the draft statements? When I listened to the brand consultant at the Leadership Institute, the investigation conducted to that point was cursory at best.
2) Although none of the value statements are quite “it” for me, the last is the one that resonates most with me: the “global network” aspect appeals to me as does the “expert” notion. The idea that we encompass all areas of communication is too narrow in my view, although it is accurate in terms of the current state. I like the idea of enhancing human communication in the business context, sense-making, transcending boundaries and including marcomm and leadership communication……..in other words, communication permeates everything a business does. I find that as a discipline, we can be a tich narrow in our focus. In my opinion, our current brand is a bit staid and there is not enough new stuff available to keep me and many other members who have discussed this with me interested. The blogs/communications commons are a good start
and the conferences are a great place to connect with others for that global/expertise aspect.
3) For a brand to succeed, it must be integrated. Many communicators know this, some teach it, others try to live it at work and with IABC work. At the same time, it is my experience that actions speak louder than words. And oh my, how us communicators looooove words.
My current experience is that the IABC brand is dependent on the level one is discussing, e.g. chapter, district, international volunteers as well as IABC headquarters staff.
Whatever we choose as our brand positioning statement and subsequent work, my plea is that we seek volunteers and paid staff who manifest the brand, and that we apply the brand to all areas of IABC - materials, choices of strategy, research, conferences, etc.
4) I like Bong’s personas and tend to agree with his choice of “buddy” and “expert”.
I offer this up as constructive input to your strategy.
Cheers!
July 17th, 2006 at 9:16 am
Brand, culture, image, identity, graphic standards, logo, impression - so many labels have been used with varying success to define the amorphous reality of organizational personality. What are the unifying forces that compell like-minded people to gather in a common purpose and that give an association such as IABC it’s timeless attraction?
To distill the answer to what is essentially a fluid human experience into a one-line statement of values or vision is daunting if not downright impossible. As Wilma and others have noted, none of the statements offered quite captures the context of our own unique reasons for being a member. Nonetheless, let me offer up the following adaptation:
1) & 2) IABC is a global community that acts as a magnet for those who aspire to excellence across all disciplines of communication and who are willing champions of communication excellence across all facets of society.
To me, IABC embodies a collective and enriching wisdom - the nuances, theories, practices, codes, and standards that define excellence in our professional vocation. It’s available round-the-clock and mass-customized to the level of a one-to-one interaction - my question, your answer; and it’s accessible in many-to-many fora - delivering the exceedingly valuable social benefit, a sense of belonging to the global village.
July 25th, 2006 at 12:41 pm
Many thanks to everyone who participated in this discussion.
Your comments are critical in shaping how we, as an organization, bring the IABC brand to life. As you may know, in January 2006, we conducted a random survey of members to gather information on perceptions of the IABC brand. We compared the results to the findings of a 2004 member survey, a 2006 survey of prospective members, and a survey of IABC senior staff. All the results were consistent.
This discussion - on the Commons - gives us even more valuable feedback to use in developing the next step: a short e-mail survey we will be sending to all members later this week. The results will be used to finalize the plan for the brand which will be shared at the next Leader’s Institute in January 2007.
Thanks again. All of this feedback is helping the association develop a brand we will all be proud of.