Brand navigation by North Star

Great Wave of Kanagawa by Katsushika Hokusai

Great Wave of Kanagawa by Katsushika Hokusai

Whether you’re a non-profit organization or a business, the marketplace has much in common with the sea.  It’s rough, dangerous, unpredictable, and survival is dependent on one’s exceptional navigation and leadership skills.

As an avid sailor, it is fitting that Michel Viau, President and CEO of Ove Brand | Design, sees branding as the North Star for companies large and small. Just as sailors used the North Star to determine their location, Viau says that the strategic branding process can give organizations and leaders a clear picture of who they are and where they are going. “A successful branding program can create clarity of expression and articulation, empowering organizations to cut through the clutter and reach their goals,” says Viau.

The strategic branding process requires companies to examine their mission, vision, values and brand promise; essentially, their DNA. Previously held assumptions about goals and objectives are tested and gaps in understanding identified. Ultimately, the process engages key stakeholders in dialogue and galvanizes them around a central idea about the company’s raison d’ètre and where it’s going.

It can be an uncomfortable process because it often pushes business leaders into new and unfamiliar territories. An authentic and long-term partnership between the client and an agency such as Ove Brand | Design is therefore critical. “Issues can arise when clients continue to see us as an external resource and expect turn-key solutions without us being involved in the organization,” explains Viau.

Corporate branding is a relatively recent discipline. It wasn’t until the mid 1990’s that businesses began to see themselves as the main expression of the brand. Prior to that, a company’s logo and product packaging were the main vehicles used to connect with consumers. “Back then, when a company said they needed to create a name, they didn’t say “we need to create a brand,” explains Viau.

Viau and his team of brand strategists, designers and marketing communications professionals were early adopters of a strategic approach to brand development, and have since helped build many successful brands, including BMO Financial Group, Sun Life Financial, SNC-Lavalin, the University Health Network and Toronto Pearson International Airport.

“My informal measure of success is seeing the impact of our work,” says Viau. “I’m extremely proud that we’ve helped create brands that work at the consumer level and are relevant and enduring in their expression over time.”

When asked what is the key to a successful branding program, Viau smiles and answers, “Never loose sight of the North Star.”

Note about the above article:  I’ve had the pleasure of working with Ove both as a client and an employee.  I’ve always admired Ove’s  unique approach towards building and strengthening great brands, and I’m pleased to be able to share it with others here.    

Lessons learned from the Yahoo! employee memo

On February 22, disgruntled Yahoo! employees leaked a staff memo that ironically began with “YAHOO! PROPRIETARY AND CONFIDENTIAL INFORMATION — DO NOT FORWARD” to Kara Swisher, Co-Executive Editor of (owned by Dow Jones).  The memo explained that executive management was bringing an end to Yahoo’s work-from-home policies because they “want everyone to participate in our culture and contribute to the positive momentum…and that starts with physically being together.”

The memo quickly went viral and caused an uproar on social and news media sites. There are a few reasons why it caused such a stir. The first is its dictatorial, condescending tone, which is at odds with the values and philosophy Yahoo! is trying to promote, resulting in a “do what I say, not what I do” approach to employee communications. Another is its lack of empathy for the employees effected by this change in policy.

The result is a revealing gap in trust between management and employees. A comment on AllThingsD by Angus Swan explains the memo speaks to “a tension and distrust between management and rank-and-file”:

Angus Swan Comment re Yahoo

Further compounding the problem is that Yahoo! has remained strangely quiet about the issue, leading to further speculation and opinion from mommy bloggers accusing Yahoo! CEO Marissa Mayers of setting women back 20 years, to business writers speculating that employees are being called in to be examined pre-layoffs, to Richard Branson’s comment on the Virgin company blog that stated: “To successfully work with other people, you have to trust each other. A big part of this is trusting people to get their work done wherever they are, without supervision. “

D’Aprix and Fagan-Smith write in Open Communication Cultures: Best Practices In A Changing World, “Internal communication is the top factor in determining a CEO’s reputation, which in turn is critical to shareholder value (Burson-Marstellar). The reaction to this memo poses a significant reputational threat with potential consequences for Yahoo!’s bottom line. Rather than remaining silent, Yahoo! should have immediately gained control of the discourse by employing the following approaches:

1. Empathise and reassure those affected: recognise that employees who are affected by this change in policy may need additional supports. Ensure them that their jobs are safe and that executive management see them as key to Yahoo!’s success.

2. Acknowledge responsibility: the dictatorial tone of the memo is not congruent with Yahoo!’s values of collaboration and innovation. Admit the disconnect here and assure employees that Yahoo! will learn from its mistakes and do better next time.

3. Open the communication channels: As Sarah Perry writes in her article Internal Crisis Communications, a company’s employees are “perhaps your most important ‘stakeholders’ during a crisis. Poor internal crisis communications can undermine all your efforts to manage a crisis externally, and the lack of trust, low morale, employee turnover and poor customer relations that result can compound the issues you face.” Creating a more open communication culture and encouraging feedback from staff about the work-from-home policy and other HR issues could help create a foundation of trust that Yahoo! can lean on when a true crisis hits.

After all, employee trust is not something that can be bought with an iPhone5 or free food; trust is earned.

What do you think of the memo and the resulting fallout? How do you think Yahoo! should have responded?

workban comic xlrg

Towards an “optimized” state of mind

In his new book Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing, Lee Odden, CEO of TopRank Online Marketing offers a practical approach for companies and business leaders to “integrate search and social media optimization with content to boost their relevance and visibility for potential customers” (Lee Odden, Optimize).

The book is organized into three parts or phases:

Phase 1: Explores changing customer preferences and behaviors with search, social media and content and what that means for your online marketing strategy.

Phase 2: Explains online content marketing tactics including developing buyer personas, social networking, content marketing and measurement.

Phase 3: Focuses on scale and the processes and training you’ll need to grow and maintain an integrated social media, SEO and content marketing strategy.

Each part of the book is structured to help business leaders build a foundation for a strong and integrated SEO, social media and content marketing strategy. Statistics and case-studies help illustrate Odden’s points, and he refers to media tools such as Radian6, wordtracker and Up Close and Persona that can help businesses reach their goals.

The strength of the book is in the emphasis it places on the importance of content as the basis of search. Odden explains that in order to attract, engage and inspire customers to buy, marketers must understand how customers like to discover, consume and act on information – at all stages of the buying process. He advocates strongly for “knowing thy customers” and developing “customer personas.”

A concept originally developed in 1994 by Angus Jenkinson, personas are “fictional characters from different segments of your market” (Lee Odden, Optimize). Odden makes a very clear and strong case for why personas, as opposed to keywords, should guide your content creation and optimization efforts. After all, “keywords don’t buy products and services—customers do” (Lee Odden, Optimize).

I also like Odden’s philosophical approach to the topic.  He begins the book with a personal story about wanting to take his public speaking skills to another level, and realizing he could apply the same principles found in Optimize to improve his public speaking skills.  He explains that this experience taught him that anything can be optimized for better performance, and that optimization is as much a state of mind as an approach to integrated search, social and content marketing.

On the more critical side, despite being written for “the masses”, I found the content a little complex and the area covered quite vast. I felt that I lacked some of the conceptual framework for the material that would have led to a fuller learning experience.

This leads me to the main issue I had with Optimize: one of writing style. Optimize reads as if it has been optimized for search, perhaps because some content was originally written for online audiences on the TopRank Marketing blog. The result is writing that is at times mechanical and lacking in a more human touch. To an extent, Optimize isn’t fully “optimized” for print audiences.

Despite this, the book is full of gold nuggets of information. I would recommend it and will return to it again to uncover more of those nuggets.

What gets measured gets done

In my last blog post I talked about how non-profits can uncover their most powerful stories by analysing their Social Return on Investment, or SROI.  The first step towards understanding your SROI is to create a business plan that’s focused on your long-term goals.

Like your creed or mission statement, your goals should, as much as possible, guide everything that you do.  Every project you take on, event you create, or communications plan you draft, should have clear outcomes that align with your mission statement and business goals.

It seems simple enough, but for values-driven non-profits, having a business plan with associated metrics can seem better suited to the for-profit realm.  After all, they’re not in it for the money.

But I’m going to argue here that they should be, at least partially, about the money.  Or more accurately, the savings.  Non-profits can deliver services in a highly cost-efficient way; in doing so, they can create long-term social value that saves governments millions of dollars (note that the word “social” also refers to economic and environmental). In a sense, the term “non-profit” is bit of a misnomer.

Capturing the social value your organization creates will allow you to demonstrate the impact of donor dollars.  There are many other reasons why you should measure this, including:

  • Improved programme management, including more effective planning and evaluation
  • Increased understanding of the impact of your work
  • Stronger communication of the value of your work to ‘the people that matter’ (internal and external stakeholders)
  • Enhanced attention to the social, economic and environmental value created by your business or organisation*

In a future blog post, I’ll outline a step-by-step process that can help non-profits measure what gets done.

*Source:  London Business School and the New Economics Foundation. (2004) Measuring social impact: the foundation of social return on investment (SROI).

Social Return On Investment (SROI) for non-profits

The non-profit sector employs 1.2 million Canadians and raises $24 million for projects in Canada and around the world.  In 2012, over 13.3 million Canadians age 15 and over volunteered with a non-profit, and almost 84 percent of Canadians donated to one.

Non-profits are an important pillar in our society.  They play a significant role in the economy, in the lives of those they help or enrich, and in our national psyche, as they allow us to give back to a cause that’s bigger than ourselves.

Why then is it so hard for non-profits to measure the impact they have?  By measurement, I’m not talking about how many homework clubs run, endangered species saved, or schools built.  These are fairly easy results to track – and they are important.  But they only tell one side of the story.

The other side is the long-term value, or social return on investment (SROI) that non-profits create for society.  It’s unfortunate that this story rarely gets told, as it’s the most compelling one for donors to hear.

Measuring the SROI can be complicated and require resources, but the results will help non-profits make a stronger case for giving and ensure that they are spending their donor dollars wisely.  In my next blog post I’ll look at how non-profits can measure SROI and uncover their most powerful stories.

Moving from communications order taker to strategic value creator



Have you ever experienced the following scenario:

The telephone rings and it’s your boss. “Hello Ms Communications Person.  Registration for the International Conference of The Circus Arts is dramatically down compared to previous years.  We need a marketing campaign to increase registration…Pronto!” Click.

If you’ve ever been on the receiving end of one of these calls, you’ll know that they can make you feel like you’re the one living in a circus. The questions that go through your mind may include:

  • Why did my boss choose a marketing campaign as the tactic to increase registration?
  • What does the conference manager think of this approach?
  • Why is registration low this year anyway?
  • Is this the right approach to solving the problem?

Marketing communications professionals owe it to themselves and their employers to move from being “order takers” to “value creators.”  There are many models out there that can help you become more strategic.  A really useful model for communicators is called “ComAdd” for Communication, Analysis, Design and Development.

I recently learned about ComAdd in Ithaca College’s course Needs Analysis and Performance Consulting.  Developed by Diane Gayeski, Dean of the Roy H. Park School of Communications and founder of Gayeski Analytics, this model can help you establish the communications function as a strategic asset in your organization.

Here are some tips inspired by the ComAdd model that can help move you from being an “order taker” to a “value creator”:

  1. Identify the performance gap.  This is done by describing the big picture goal and contrasting it with the current reality.
  2. Ask why certain performance issues or behaviour are occurring.  What are the barriers, incentives and disincentives to doing well?
  3. Could the job, environment or work process be redesigned?  As Gayeski notes, “Most performance problems are the fault of the engineering of the organization, not the fault of individuals.  Most people come to work wanting to do a good job.” (SCM. Vol. 8, Issue 5, 2004)

The process of applying the ComAdd model is tantamount to peeling an onion.  Each layer must be appreciated before you can uncover the most appropriate solutions. What you discover may surprise you…and add another tool to your communications toolbox.

What’s your passion?



Last week I attended the launch of Genesis: UJA’s Centre for Social Innovation, which helps build the capacity of innovative non-profits in the Jewish community through mentorship and other opportunities.  The event featured guest speaker Paul Alofs, CEO of the Princess Margaret Hospital Foundation and author of the book Passion Capital: The World’s Most Valuable Asset.

Alofs spoke about the “seven building blocks of Passion Capital” he outlines in his book: the power of belief; culture; courage; brand; resources; strategy; and persistence.  He asked us: what could you see yourself doing 24/7 and not notice the time go by?

His message immediately reminded me of what my former life/career coach Heather Joy Skelton, who tragically passed away from cancer in 2005, used to say:  “You need to get very very clear about what you want.  Too many people get stuck in the how.  Don’t worry about the how.  The universe responds to clarity.”

I’m not sure how much faith Alofs would put into a responsive universe, but this philosophy has guided my professional and personal life for many years.  Working as a marketing communications and project management consultant, I feel very privileged to help organizations get clarity on who they are, what their vision is, and provide a roadmap for getting there.  It’s indeed a labour of love and one that I could work at 24/7 and not notice the time go by.