03.building intergrated brands

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Building intergrated brands

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03.building intergrated brands

  1. 1. THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
  2. 2. Gives customers clear emotional and logicalreasons to choose youDelivers on the brand promise with everycustomer interaction, including service,marketing, sales, facility design, product design,etc.Results in unbreakable customer loyalty AOT - www.tharakadias.com 2
  3. 3. AOT - www.tharakadias.com 3
  4. 4. AOT - www.tharakadias.com 4
  5. 5. Let’s put these brands to the test AOT - www.tharakadias.com 5
  6. 6. It is “the promise you keep” in all customerexperiencesIntegrated branding includes◦ Messages◦ Visual branding◦ Tone and manner◦ Employee and management actions (across the organization) AOT - www.tharakadias.com 6
  7. 7. AOT - www.tharakadias.com 7
  8. 8. 1 Brand discovery 2 Brand tool agreement Brand 3 implementation Customer experience AOT - www.tharakadias.com 8
  9. 9. The goal of integrated branding is to create a consistent compelling differentiated . . . customer experience. AOT - www.tharakadias.com 9
  10. 10. AOT - www.tharakadias.com 10
  11. 11. AOT - www.tharakadias.com 11
  12. 12. No customers to interview for what they valueOften, no product to demo to prospects forfeedbackBranding dependent more on founder vision andmarket situation, less on customer value◦ You decide what unique customer experience to offer◦ Still need to conduct market and competitive research AOT - www.tharakadias.com 12
  13. 13. Engage all current stakeholders in the initialdevelopment of the brandBring in the customer voice as soon as possibleBuild in feedback mechanisms from the very startBrand benchmark via report cards AOT - www.tharakadias.com 13
  14. 14. Brand tools help your employeesdeliver this unique customerexperience AOT - www.tharakadias.com 14
  15. 15. The actionable way you define yourpromiseInclude: mission, strategic role, principle,personality, values AOT - www.tharakadias.com 15
  16. 16. Start-up marketing communications◦ Company naming◦ Product naming◦ Taglines◦ LogoAdditional marketingLiving the brand AOT - www.tharakadias.com 16
  17. 17. --A good name is memorable and differentiated AOT - www.tharakadias.com 17
  18. 18. The rules are different for productsDon’t make the customer confused, have to decode, orwork too hard◦ Descriptive is often fineDon’t name company and product same thing◦ Eliminates growth options◦ No brand equity transfer route for future products AOT - www.tharakadias.com 18
  19. 19. Memorable is goodAvoid “ing” taglines; corporate-speak, too longDon’t speak from your point of view, but from yourcustomersDon’t generalize, but be specificGreat examples:◦ You are now free to move about the country◦ Don’t leave home without it◦ Got milk?◦ Truly a Sri-Lankan AOT - www.tharakadias.com 19
  20. 20. Use a professional to create your logoGive them your brand concepts to work fromExpect several directions for you to pick one torefineDifferent is good AOT - www.tharakadias.com 20
  21. 21. 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 AOT - www.tharakadias.com 21
  22. 22. Image Vision(stakeholders) (Managers) Culture (employees) AOT - www.tharakadias.com 22
  23. 23. Vision- • This happen when staff don’t Culture committed to the vision managers have defined gap Image- • This happens when consumers or customers are unsure or confused Culture about what the corporate brand stands gap for Image – • This happen when misalignment arising from conflict between the vision andVision gap Image stakeholders have of the brand AOT - www.tharakadias.com 23
  24. 24. Product /ServiceCommunication Brand Staff behavior Values Environment AOT - www.tharakadias.com 24
  25. 25. AOT - www.tharakadias.com 25
  26. 26. Systems Brand ValueTangible Intangible AOT - www.tharakadias.com 26
  27. 27. Delivery systems Brand Staffpromise interaction AOT - www.tharakadias.com 27
  28. 28. 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 AOT - www.tharakadias.com 28
  29. 29. AOT - www.tharakadias.com 29
  30. 30. Seven Levels of Consciousness Positive Focus / Excessive FocusSERVICE 7 SERVICE TO HUMANITYMAKING A DIFFERENCE 6 COLLABORATION WITH CUSTOMERS SUPPLIERS & THE LOCAL COMMUNITY 5 DEVELOPMENT OF CORPORATEMEANING COMMUNITYTRANSFORMATION 4 CONTINUOUS RENEWAL BEING THE BEST. BEST PRACTICESELF-ESTEEMSELF- 3 RELATIONSHIPS THAT SUPPORT CORPORATERELATIONSHIP 2 NEEDSHEALTH SAFETY 1 PURSUIT OF PROFIT & SHAREHOLDER VALUESECURITY AOT - www.tharakadias.com 30
  31. 31. SPIRITUAL• ServiceSPIRITUAL• Make a differenceSPIRITUAL• MeaningMentalTransformationEMOTIONALSelf esteemEMOTIONALRelationshipsPHYSICALSecurity AOT - www.tharakadias.com 31
  32. 32. AOT - www.tharakadias.com 32
  33. 33. Thank youAOT - www.tharakadias.com 33

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