M.

Azam Khan

Start-up Branding
April--2011

How to create a customer-resonating brand without the customers!

Copyright 2005 ADVERTISING AND BRAND MANAGEMENT Parker LePla Integrated Branding and Communications BY www.parkerlepla.com 206.285.5280

Prof. Dr. MAK CHISHTY

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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What are your favorite brands? Why?

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Lets put these brands to the test

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What is integrated brand?

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)

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The integrated brand process

Brand discovery

Brand tool agreement

Brand implementation

Customer experience

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The customer experience

The goal of integrated branding is to create a

consistent compelling differentiated . . . customer experience.

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Discovering an organizations brand

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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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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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Delivering the customer experience

Brand tools help your employees deliver this unique customer experience

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Brand tools

The actionable way you define your promise Include: mission, strategic role, principle, personality, values

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Brand tools
Tool Mission
COCA COLA operate the company in a way that actively recognizes the central role that business plays in society

Used as Your big goal

Strategic Role Principle

K&N organizes store around Value added products Volvo introduces safety features before required by law

Category + Value Compass Face Boundaries

Personality Values

Target features sophisticated clothing designers

PHILIPS doesnt Enter in cooling business

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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 Dalda, White chicken meet or Baby milk the first time they heard it Knowledge 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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Some strange names

His master voice Kodak Babbarsher Urea Carbonated Studios Rafhan

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Product naming

The rules are different for products Dont make the customer confused, have to decode, or work too hard Descriptive is often fine Dont name company and product same thing Eliminates growth options No brand equity transfer route for future products

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Taglines

Memorable is good Avoid ing taglines; corporate-speak, too long Dont speak from your point of view, but from your customers Dont generalize, but be specific Great examples: You are now free to move about the country Dont leave home without it Got milk?

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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 groundyou cant be anything to anyone if youre everything to everybody Dont fear being differentour 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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Your turn

Q&A

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