copyright 2005 parker lepla – integrated branding and communications 206.285.5280 start-up...
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Copyright 2005 Parker LePla – Integrated Branding and Communicationswww.parkerlepla.com 206.285.5280
Start-up BrandingHow to create a customer-resonating
brand—without the customers!January 23, 2007
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Parker LePla Integrated Branding and Communications 2
• Currently working with more than 25 clients throughout the U.S.
• Average 10+ years of experience per employee with technology, healthcare, business-to-business and not-for-profits
• Authors of the books Integrated Branding and Brand Driven
About Parker LePla
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Parker LePla Integrated Branding and Communications 3
A strong brand…
• 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
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Parker LePla Integrated Branding and Communications 4
What are your favorite brands? Why?
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Parker LePla Integrated Branding and Communications 5
Let’s put these brands to the test
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Parker LePla Integrated Branding and Communications 6
• 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)
What is integrated brand?
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Parker LePla Integrated Branding and Communications 7
The integrated brand process
Brand discovery
Brand tool agreement
Brand implementation
1
2
3 Customer experience
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Parker LePla Integrated Branding and Communications 8
The customer experience
The goal of integrated branding is to create a
• consistent
• compelling
• differentiated
. . . customer experience.
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Parker LePla Integrated Branding and Communications 9
Discovering an organization’s brand
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What customers value—define what’s relevant
Differentiation
Relevance
-
+Antes
Requirements:
The Minimum Expectation
Drivers
Elements that build differentiation
Distinct
Unique with little relevance
Neutrals
Neither relevant or distinctive
Liabilities
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Start-up branding issues
• 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
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Parker LePla Integrated Branding and Communications 12
Launch, test, refine
• 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
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Parker LePla Integrated Branding and Communications 13
Delivering the customer experience
Brand tools help your employees deliver this unique customer experience
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Parker LePla Integrated Branding and Communications 14
Brand tools
• The actionable way you define your promise
• Include: mission, strategic role, principle, personality, values
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Parker LePla Integrated Branding and Communications 15
Brand tools Tool Used as
Mission Your big goal Ben and Jerry’s operate the company in a way that actively recognizes the central role that business plays in society
Strategic Role Category + ValueHome Depot organizes store around do-it-yourself projects
Principle CompassVolvo introduces safety features before required by law
Personality FaceTarget features sophisticated clothing designers
Values BoundariesTom’s of Maine doesn’t test on animals
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Parker LePla Integrated Branding and Communications 16
Brand implementation
• Start-up marketing communications
– Company naming
– Product naming
– Taglines
– Logo
• Additional marketing
• Living the brand
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Company naming
• The best is the enemy of good
• The bland is the enemy of the memorable
• The descriptive is the enemy of differentiation
--A good name is memorable and differentiated
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Company naming
• Brand meaning is built into names over time
– No one liked Amazon, Starbucks or Expedia the first time they heard it
• URL availability is now driving naming decisions
• Start from your brand tools, brainstorm options, vet via the internet
• Base selection upon how well it meets your criteria and brand tools, not how well you like it
• The trademark lawyer is your friend
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Parker LePla Integrated Branding and Communications 19
Some Parker LePla examples
• Talyst
• Sotto
• Whistling Rabbits
• Carbonated Studios
• Zoka Coffee
• Alluvion
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Product naming
• 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
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Parker LePla Integrated Branding and Communications 21
Taglines
• 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?
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Parker LePla Integrated Branding and Communications 22
Logos
• 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
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Finally…
• Put a stake in the ground—you can’t be anything to anyone if you’re everything to everybody
• Don’t fear being different—our favorite brands are ones with personality
• Use your brand as a filter for decisions—discipline and dedication will get you far
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Parker LePla Integrated Branding and Communications 24
Your turn
Q&A