Surrogate advertising is a fascinating form of marketing. It conveys a specific brand or product but appears to be for an entirely different brand or product. In other words, it’s a form of “guerrilla” or “Trojan horse” communication, because it very carefully hides the intended message within a larger message designed to distract the viewer.

Corporations often engage in surrogate advertising because it’s illegal for them to advertise their product directly.

One example of surrogate advertising is Russian Standard, makers of a popular vodka in that country. They branched out into a completely different industry, banking, to form Russian Standard Bank. The bank was a success because the brand was so well-liked. When they advertise their bank, they’re really advertising their drink.

Here in Canada, President’s Choice supermarkets have branched out into banking, credit cards, cell-phones and even pet insurance. If people like the brand, they will consume it in all its forms.

Technical Writers, The Brand
Here is the perceived “brand” most people have of technical writers:

Technical writers are highly technical, social awkward, introverted, geeky bookworms who write documents all day long.

We must use the principles of surrogate advertising to completely redefine and expand our brand to include everything that we do for our clients. This is especially true if we are contract workers, who are expected to be complete business communication service bureaus.

What’s in a name?
The first challenge is with the name we give ourselves. Most people are familiar with the term technical writer. We must educate people on the more expansive and inclusive term: technical communicator.

After changing our name, we can then completely rebrand it:

Technical communicators are highly observant, objective, practical, and dynamic professionals who create, manage, and enhance all forms of visible communication, both internal and external, including information, documents, and the products themselves.

The bottom line
Although we do not sell products, we increase profits by helping people understand how to use a product or service, thereby lowering calls to technical support.

We also boost profits by giving clear, practical, and objective advice on the design and usability of a product. This not only lowers support costs, but can increase sales by instilling goodwill in customers, and increasing the chances they’ll recommend a product or service to others.

In other words, technical communicators help companies make money.

Our products and services
The types of communication we work with include:

• any type of guide or document: user guides, installation guides, technical guides, online help, tutorials, training guides, policies and procedures, functional specifications, technical references, legal and medical documents, and so on
• marketing communications, including Release Notes and press releases
• websites, wikis, intranets, blogs or any other online document

We also offer the following value-added services for businesses:

• simplifying and clarifying complex documentation
• reviewing software, websites, and documents from a usability perspective
• analyzing a company’s current documentation processes
• developing corporate style guides
• content strategy and planning for various media including print, online, and mobile
• single-sourcing: merging duplicate content into one source
• rewriting error messages
• writing practical on-screen instructions
• creating effective online surveys
• developing clear names for programming objects, classes, rules, fields, and so on 
• managing a company’s online social media presence

We may also offer the following services for individuals:

• creating and editing résumés and cover letters that will ensure you get an interview
• completely reviewing your online profile, including LinkedIn, Facebook and Twitter, to ensure your image is professional and consistent
• helping you develop an effective blog or personal website

From brand to surrogate brands
Therefore, while our main product brand names might be one of:

• technical writer
• technical communicator
• information developer

 our surrogate brand names include:

• training developer
• product evaluator
• usability expert
• software tester
• policies and procedures writer
• content developer or manager
• marketing communicator
• content strategist
• survey developer
• information simplifier
• style guide developer
• UI and error message text developer
• programming elements ‘namer’
• documentation project manager
• website enhancer
• career documentation specialist
• social media manager

As with any good brand, we need an effective tagline or slogan.

I suggest:

Technical Communicators: We make things clear, concise, and complete.