Reflections

I've been working in marketing communications for a few :-) years and have worked with some amazing people, leading and contributing to great results, celebrating success, making mistakes, weathering storms, having a lot of laughs, hopefully at myself as much as anything else (a few tears too), and always learning as much as my mind, body, and spirit could take in at any given moment.

I've always watched, read, and tried to emulate the work of those who know a lot more than I do and who do things well, even brilliantly.

Between learning from the masters and from experience, I have developed some thoughts on how to approach to marketing communications. As with everything in life, there’s always more to learn, but here’s what I’ve got so far.

Whether the objective is brand and strategy development, enrollment marketing, internal communications, public relations, or advancement, I believe the same principles apply. Success is found in defining a brand’s value, communicating clearly, and building strong relationships with internal and external constituencies.

I believe that individuals in all roles contribute to the success of an organization, and that everyone is a brand ambassador.

Some say a brand is a promise. Others think that brands are visual marks, logos, and taglines. I believe the most successful and engaging brands are so much more than that. Brands are discovered at the intersection of an organization’s “DNA” (a combination of history and traditions, mission, offerings, enduring values, and marketplace value) and the culmination of the perceptions and experiences of its customers and constituencies.

As marketing and communications professionals, our work is to distill and channel ideas, visuals, and voices to creation attraction and connection.

My guiding principles for developing effective, results-driving marketing communications are:

Set goals, strategy, and plans. Be clear, compelling, and differentiating.

Be consistent and stay on message.

Stay on message (not a typo).

Be targeted—internal audiences are as important (maybe more) as external. Bring stakeholders into the process.

Embrace frequency with creative variation.

Align with strategic principles and be vigilant for unexpected opportunities that may fall outside of specific plans but will align even better with strategic objectives. Collaborate for consistent integration.

Measure and adjust.

Find joy and humor in the work and accomplishments, even (especially) at the most challenging moments.