04. strategic process of branding

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, marketing, sales, facility design, product design, etc.

Results in unbreakable customer loyalty

2AOT - www.tharakadias.com

Let’s put these brands to the test


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

Integrated branding includes ◦ Messages◦ Visual branding◦ Tone and manner◦ Employee and management actions (across the

organization)


Brand discovery

Brand tool agreement

Brand implementation

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3 Customer experience


The goal of integrated branding is to create a

consistent 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 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 possible

Build in feedback mechanisms from the very start

Brand benchmark via report cards


Brand tools help your employees deliver this unique customer experience


The actionable way you define your promise

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◦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 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 refine

Different is good


Clarity explicit a brand’s value and then derives the ideal on-line delivery by considering the website against the attributes:

o Contento Functionalityo Customer serviceo Look and feel


Positive Focus / Excessive Focus

SERVICE

MAKING A DIFFERENCE

MEANING

TRANSFORMATION

SELF-ESTEEM

RELATIONSHIP

HEALTH SAFETY SECURITY

Seven Levels of Consciousness

SERVICE TO HUMANITY

COLLABORATION WITH CUSTOMERS

SUPPLIERS & THE LOCAL COMMUNITYDEVELOPMENT OF CORPORATE COMMUNITY

CONTINUOUS RENEWAL

BEING THE BEST. BEST PRACTICE

RELATIONSHIPS THAT SUPPORT CORPORATE NEEDS

PURSUIT OF PROFIT & SHAREHOLDER VALUE

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04. strategic process of branding

Business