Protecting your brand using technical communication

Lisa Thomas

On BBC Radio 5 live’s Wake Up to Money programme today, Lisa Thomas, Chief Executive of advertising agency M&C Saatchi, said:

“We can’t just think about just one advert. We have to think about the brand and the relationship that consumers have with that brand, and be aware that consumers see your brand and your product everywhere now.

They can have a very direct relationship with that brand, whether that’s via Social Media, whether that’s via just by being more in more contact with those brands and the business, so there’s more imperative now to think holistically about the brand than before, and be more creative.”

The co-presenter, Mickey Clark, commented that he’d heard from David Kershaw (a director at M&C Saatchi)  that even the through the toughest economic times, companies are anxious still to protect their brands, even if they have next to no money.

Brand means the customer’s expectations of what they will get, or experience, when they use a product or service. Today, organisations have to protect the promise, that expectation, and make sure that promise is matched by what they actually experience.

Organisations that think more holistically, and focus more in terms of brand than simply advertisements and sales orders, need to ensure the brand image is consistent throughout the whole of the customer’s experience with it. In this context, technical communication, the instructional content that supports users as they use the product or service, becomes an important means of protecting the brand.

That’s because, when the customer has left the store, all the packaging has thrown away, and the customer is actually using the product, one of the few things left to sustain the brand’s reputation is technical communication – the User Assistance, the technical documentation. This will help support the user through the periods they spend using of that product or service.

The big questions in technical communication

David Farbey wrote a semi-existentialist post on the challenges for technical communicators yesterday. I’d like to look at the issue in a different way, by looking at the big questions in technical communication today. The answers to these questions (which may be decided by people outside of the profession) are likely to affect the future direction for technical communicators.

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What does Stack Overflow’s success mean for traditional User Assistance?

Last night, I saw Joel Spolsky speak at a London Enterprise Technology Meetup, held at the London School of Economics. Joel is one of the founders of Stack Overflow, a hugely popular question-and-answer website on the topic of computer programming. He also claimed in a blog post back in April 2000, no-one reads manuals (see our article If no-one reads the manual, then why bother?).

So I asked him about his thoughts on the relationship between question-and-answer sites like Stack Overflow and traditional user documentation.

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Proving your technical content is the most important content on your website

In yesterday’s post, How technical content on the Web is turning traditional marketing strategy on its head, we discussed the importance of technical content to today’s marketing funnel. You might be thinking, show me more evidence.

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How technical content on the Web is turning traditional marketing strategy on its head

Kathy Sierra famously summed up most marketing departments’ approach to content in this slide:
kathy sierra - How we treat customers

To paraphrase her, the website and brochure are a thing of beauty, while the user manual is a thing of boredom.

Today, the way people use the Internet means this approach to marketing needs to change

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Webinar: Towards an Agile authoring methodology – learning from Lean

Agile programming has grown in popularity and it has led to new challenges for those involved in providing user assistance for those applications. So is it time for technical authors to develop an equivalent method for developing content for these projects? Is it time to develop an “Agile authoring” methodology? Also, if we want to move away from a hand-crafted approach to developing content and towards a more engineering-like approach, what can we learn from the latest techniques being applied in manufacturing?

Such a method needs to complement Agile programming, but it may be a mistake to take Agile programming as the starting point for developing it. The developers of Agile drew upon the principles of Lean manufacturing, and perhaps technical authors should do the same.

In this webinar, we will explain how the principles of Lean manufacturing can be applied to developing and managing content. It’s a way of writing that focuses on maximizing the value to the user and minimizing waste. It involves measuring the processes and value of what has been delivered so that iterative improvements can be made over time.

This webinar will be hosted by the Society for Technical Communication.

Promo code: WS030513

Register for Towards an Agile Authoring Methodology – Learning From Lean

New design models for providing end user Help

Ray Gallon has recently completed a series of webinars looking at new models for providing end user Help (A Cognitive Design for User Assistance).

In the third webinar, Ray looked at how people learn today and he suggested a new approach for the future. He used The Common European Framework of Reference for Language‘s description of people’s levels of competences to outline the different ways organisations help people to learn.
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Webinar: Planning User Documentation When You Are a Startup Business

In conjunction with The Society for Technical Communication, we’ll be presenting the webinar Planning User Documentation When You Are a Startup Business on Tuesday, 19th February.

In this presentation, we’ll look at how to plan a user documentation project when you’re working for a startup technology company. Working in this environment gives you the opportunity to work “from a clean sheet,” but it also has its own challenges of working in a dynamic and rapidly changing environment.
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