When Demosthenes was asked what was the first part of oratory, he answered, "action;" and which was the second, he replied, "action," and which was third he still answered, "action."
The old adage is that actions speak louder than words, yet "activity" fails to make it into most communication plans. Most plans are based on messaging and even more are based on self-serving messaging.
Example: "We need to sell product. If we say, 'Thirty per cent off today, while supplies last,' we'll sell product."
Active message: "We're a desperate discounter. Buyer beware."
Web sites especially should walk the talk throughout. The Web is active; it can DO things. It can be INTERactive. It can shake your hand, make you a friend, tickle your fancy, sum you up, measure your response to an idea, and then (and this is the good part:) respond back.
(Sidebar: Why is activity compelling in the first place?)
Interactive media can do something, behave, perform, function or even respond. All of these are powerful characteristics, very human traits and are more capable of carrying ideas forward. (This is in contrast to TV, Radio, Print, etc. which can only express in words or pictures what they want people to believe. General advertising can SAY customer-driven, a web site can BE customer-driven.)
In the Image Analytics Strategic Audit, one of the primary deliverables is the Brand Pillars Analysis.™ It illuminates each of the primary components of the company's image. In our communication plans, each of these pillars are acted upon in the real and virtual world. For instance, if a Brand Pillar is "Approachable," the company's receptionist is directed to be as helpful as possible in getting people through to the information or staff member they need. On the Web, the Information Architecture (IA) and interactivity is designed to be easy to negotiate and as welcoming as possible.
These activities, activities that define the company are called "Branded action." They are defined as "activities or ways of behaving that support or define individual brand attributes. Branded Action is the 'reason-to-believe' or evidence of the brand attributes."
Please note, if actions speak volumes, the opposite is also true! Inaction is a failure to communicate. A flat, inactive communication plan is a sign of weakness and fear and transmits a lack of passion and devotion. (Read: Silence and white space — Nonverbal communication.)
Testing Branded Action
In usability testing, it is possible to isolate individual brand attributes that are necessary for a company to establish and test whether or not the IA, tone and personality or messaging delivered the key attribute.
For example, if a company wanted to establish itself as a leader, users can be 'tracked" to see whether the Leadership Branded Action was encountered and internalized. If it didn't happen enough, if it wasn't strong enough, then strategy, technology and creative content could be changed to emphasis that feature.
Case History
Wendy's advertising, featuring the down-to-earth and neighborly CEO and founder of the company, was amazingly successful. At first, the ads struggled, with the creativity finding it hard to make the ads attractive and entertaining, but then they settled in and consistently acted out the message. The ads were successful because the company both advertised and acted out a single message.