Branding
I believe when you create a cohesive, focused brand and communicate your message well, customers respond. Successful brands are bold and honest. They tell authentic stories that build trust and ultimately form relationships of value with their audiences. Having a unique personality and consistent voice, woven through every aspect of a business delivers a strong brand experience. I love helping companies define their identity, voice, and customer value to tell their story.
Marketing
I see marketing as harnessing the power of behavioral psychology, compelling creative, and results-oriented strategy to transform perceptions and drive action. I enjoy developing strategies and campaigns that create an emotional response and spur people to act. Whether it be to follow a company on social media, explore services on a website, or purchase a new product, marketing is a data-driven, iterative process that must ultimately achieve overall business goals.
Communications
The thread between branding and marketing is communications. How, when, and where you communicate your message to your audience is critical to success. If you can present and explain your brand, products, and services in a simple, concise way, with empathy, it will resonate. And build trust. Trust is the foundation for effective communication between sender and receiver. Understanding your audience and speaking to them in a voice they understand and relate to is critical. I am an advocate of plain language.
Now more than ever, communication requires economy of expression and precision of thought. Dr. Anthony Fauci often refers to these as the most important elements of effective health communication. He says, “You have got to precisely know what you are talking about, get it clear in your own mind, and express it in a succinct manner.” I think about this constantly in my work as a communications professional.