03.building intergrated brands
DESCRIPTION
Building intergrated brandsTRANSCRIPT
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
2AOT - www.tharakadias.com
3AOT - www.tharakadias.com
4AOT - www.tharakadias.com
Let’s put these brands to the test
5AOT - www.tharakadias.com
� 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)
6AOT - www.tharakadias.com
7AOT - www.tharakadias.com
Brand
discovery
Brand tool
agreement
1
2 agreement
Brand
implementation
2
3 Customer
experience
8AOT - www.tharakadias.com
The goal of integrated branding is to create a
� consistent
� compelling � compelling
� differentiated
. . . customer experience.
9AOT - www.tharakadias.com
10AOT - www.tharakadias.com
11AOT - www.tharakadias.com
� 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
12AOT - www.tharakadias.com
� 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
13AOT - www.tharakadias.com
Brand toolsBrand toolsBrand toolsBrand tools help your employees
deliver this unique customer
experienceexperience
14AOT - www.tharakadias.com
� The actionable way you define your
promise
Include: mission, strategic role, principle, � Include: mission, strategic role, principle,
personality, values
15AOT - www.tharakadias.com
� Start-up marketing communications
◦ Company naming
◦ Product naming
◦ Taglines
◦◦ Logo
� Additional marketing
� Living the brand
16AOT - www.tharakadias.com
--A good name is memorable and differentiated
17AOT - www.tharakadias.com
� 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
18AOT - www.tharakadias.com
� 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
19AOT - www.tharakadias.com
� 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
20AOT - www.tharakadias.com
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)
22AOT - www.tharakadias.com
• 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
23AOT - www.tharakadias.com
Product /Service
Brand Values
Staff behavior
Environment
Communication
24AOT - www.tharakadias.com
25AOT - www.tharakadias.com
Systems
Tangible
Brand Value
Intangible
26AOT - www.tharakadias.com
Delivery systems
Staff interaction
Brand promise
27AOT - www.tharakadias.com
� 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
28AOT - www.tharakadias.com
29AOT - www.tharakadias.com
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
30AOT - www.tharakadias.com
SPIRITUAL
• Service
SPIRITUAL
• Make a difference
SPIRITUAL
• Meaning
MentalMental
Transformation
EMOTIONAL
Self esteem
EMOTIONAL
Relationships
PHYSICAL
Security31AOT - www.tharakadias.com
32AOT - www.tharakadias.com
Thank you
Thank you
33AOT - www.tharakadias.com