Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Put Your Brand to Work: Build an Architecture for Engagement

by Brandon Walsh  |  
April 13, 2010
  |  4,529 views

You've done your homework and designed a strategic brand program. You've found insight through research, learned what makes your constituents tick, established a strong brand foundation, developed a framework for messages, and evolved a system for visual expression—all necessary to help your organization realize its goals and vision.

Now it's time to build.

An Architecture of Action

So how do you translate your planning and strategy into tactics that drive desired outcomes?

Although you can define your brand in a corner conference room, it doesn't really exist unless your constituents "get it."


For that to happen, you need communications—both outbound and inbound, articulated and acted out. And those communications must address the needs and opportunities presented by target communities; they must help people see their personal brand in the context of your corporate one; and they must get the right information to the right people, in the right format, at the right cost, at the right time.

A "communications architecture" is your best tool for planning and then executing the communications most likely to achieve those goals—and eliminating the ones that aren't.

It's a tool that helps you set priorities around channels and media, consider resources (people, time, and money), rationalize production values, and match tactical objectives to constituencies.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...
Brandon Walsh is manager of strategy at Sametz Blackstone Associates (www.sametz.com), a Boston-based brand-focused communications firm that integrates strategy, design, and technology to help evolving organizations navigate change. Reach him via brandon@sametz.com, 617-266-8577, and @calmstock.

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by Grendel Sun Jul 4, 2010 via web

    I'm looking for the perfect comms architecture model, but I feel like this one isn't complete.

    What about timing - in addition to the desired outcome?

    Aren't the mediums (e.g., digital) too broad to group like this? Wouldn't it make more sense to arrange by initiative (e.g., CSR program, early adopter outreach)?

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!