03.building intergrated brands

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),

FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),

MSLIM

� Gives customers clear emotional and logical reasons to choose you

� Delivers on the brand promise with every customer interaction, including service, Delivers on the brand promise with every customer interaction, including service, marketing, sales, facility design, product design, etc.

� Results in unbreakable customer loyalty

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Let’s put these brands to the test


� It is “the promise you keep” in all customer

experiences

� Integrated branding includes ◦ Messages

◦ Visual branding◦ Visual branding

◦ Tone and manner

◦ Employee and management actions (across the organization)


Brand

discovery

Brand tool

agreement

1

2 agreement

Brand

implementation

2

3 Customer

experience


The goal of integrated branding is to create a

� consistent

� compelling � compelling

� differentiated

. . . customer experience.


� No customers to interview for what they value

� Often, no product to demo to prospects for

feedback

� Branding dependent more on founder vision and � Branding dependent more on founder vision and

market situation, less on customer value◦ You decide what unique customer experience to offer

◦ Still need to conduct market and competitive research


� Engage all current stakeholders in the initial

development of the brand

� Bring in the customer voice as soon as possibleBring in the customer voice as soon as possible

� Build in feedback mechanisms from the very start

� Brand benchmark via report cards


Brand toolsBrand toolsBrand toolsBrand tools help your employees

deliver this unique customer

experienceexperience


� The actionable way you define your

promise

Include: mission, strategic role, principle, � Include: mission, strategic role, principle,

personality, values


� Start-up marketing communications

◦ Company naming

◦ Product naming

◦ Taglines

◦◦ Logo

� Additional marketing

� Living the brand


--A good name is memorable and differentiated


� The rules are different for products

� Don’t make the customer confused, have to decode, or

work too hard

◦ Descriptive is often fine

Don’t name company and product same thing� Don’t name company and product same thing

◦ Eliminates growth options

◦ No brand equity transfer route for future products


� Memorable is good

� Avoid “ing” taglines; corporate-speak, too long

� Don’t speak from your point of view, but from your customers

� Don’t generalize, but be specific� Don’t generalize, but be specific

� Great examples:

◦ You are now free to move about the country

◦ Don’t leave home without it

◦ Got milk?

◦ Truly a Sri-Lankan


� Use a professional to create your logo

� Give them your brand concepts to work from

� Expect several directions for you to pick one to

refinerefine

� Different is good


Stakeholders

How did they become aware of your brand

How do stakeholders further develop opinion about your brand through interacting with each other?

When they deciding to have further dealings with you, what routes do they follow?

Do all the brand communicators reinforce the brands core value

What roles do staff and technology play throughout the stakeholders journeys – do they support the brands core values?

What mechanisms are in place to reinforce the brands value after the transaction 21AOT - www.tharakadias.com

Vision

(Managers)

Image

(stakeholders) (Managers)

Culture

(employees)

(stakeholders)


• This happen when staff don’t committed to the vision managers have defined

Vision-Culture gap

• This happens when consumers or customers are unsure or confused

Image-Culture customers are unsure or confused

about what the corporate brand stands for

Culture gap

• This happen when misalignment arising from conflict between the vision and Image stakeholders have of the brand

Image –Vision gap


Product /Service

Brand Values

Staff behavior

Environment

Communication


Systems

Tangible

Brand Value

Intangible


Delivery systems

Staff interaction

Brand promise


� Clarity explicit a brand’s value and then derives

the ideal on-line delivery by considering the

website against the attributes:

o Content

o Functionality

o Customer service

o Look and feel


Positive Focus / Positive Focus / Positive Focus / Positive Focus / Excessive FocusExcessive FocusExcessive FocusExcessive Focus

SERVICESERVICESERVICESERVICE

MAKING A DIFFERENCEMAKING A DIFFERENCEMAKING A DIFFERENCEMAKING A DIFFERENCE

MEANINGMEANINGMEANINGMEANING

Seven Levels of ConsciousnessSeven Levels of ConsciousnessSeven Levels of ConsciousnessSeven Levels of Consciousness

SERVICE TO HUMANITYSERVICE TO HUMANITYSERVICE TO HUMANITYSERVICE TO HUMANITY

COLLABORATION WITH CUSTOMERS COLLABORATION WITH CUSTOMERS COLLABORATION WITH CUSTOMERS COLLABORATION WITH CUSTOMERS

SUPPLIERS & THE LOCAL COMMUNITYSUPPLIERS & THE LOCAL COMMUNITYSUPPLIERS & THE LOCAL COMMUNITYSUPPLIERS & THE LOCAL COMMUNITY

DEVELOPMENT OF CORPORATE DEVELOPMENT OF CORPORATE DEVELOPMENT OF CORPORATE DEVELOPMENT OF CORPORATE

COMMUNITYCOMMUNITYCOMMUNITYCOMMUNITY

7777

6666

5555

TRANSFORMATIONTRANSFORMATIONTRANSFORMATIONTRANSFORMATION

SELFSELFSELFSELF----ESTEEMESTEEMESTEEMESTEEM

RELATIONSHIPRELATIONSHIPRELATIONSHIPRELATIONSHIP

HEALTH SAFETY HEALTH SAFETY HEALTH SAFETY HEALTH SAFETY

SECURITYSECURITYSECURITYSECURITY

COMMUNITYCOMMUNITYCOMMUNITYCOMMUNITY

CONTINUOUS RENEWALCONTINUOUS RENEWALCONTINUOUS RENEWALCONTINUOUS RENEWAL

BEING THE BEST. BEST PRACTICEBEING THE BEST. BEST PRACTICEBEING THE BEST. BEST PRACTICEBEING THE BEST. BEST PRACTICE

RELATIONSHIPS THAT SUPPORT CORPORATE RELATIONSHIPS THAT SUPPORT CORPORATE RELATIONSHIPS THAT SUPPORT CORPORATE RELATIONSHIPS THAT SUPPORT CORPORATE

NEEDSNEEDSNEEDSNEEDS

PURSUIT OF PROFIT & SHAREHOLDER PURSUIT OF PROFIT & SHAREHOLDER PURSUIT OF PROFIT & SHAREHOLDER PURSUIT OF PROFIT & SHAREHOLDER

VALUEVALUEVALUEVALUE

3333

2222

1111

4444


SPIRITUAL

• Service

SPIRITUAL

• Make a difference

SPIRITUAL

• Meaning

MentalMental

Transformation

EMOTIONAL

Self esteem

EMOTIONAL

Relationships

PHYSICAL

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Thank you

Thank you


03.building intergrated brands

Business