Brand Consistency in Corporate Communications Dahlia Salazar and Robin Tooms, Savage
April 21-22, 2010 ď‚Ť San Antonio, TX
Why do you really need brand consistency?
Why do you really need brand consistency?
A compelling story, delivered consistently, builds Brand Value
brand value goals • Alignment: Brand aligns with corporate vision and key business objectives • Ownership: Brand is “owned” by everyone, not just the marketing department • Engagement: Employees understand and commit to the brand • Stewardship: Marketing is a brand advocate, not the brand police
brand consistency challenges no story
no plan
• Treating the logo as a brand
• Not considering all stakeholders
• Need to excite and engage employees
• Absent or incorrect social media presence
Impact: Lacking a solid “Brand Promise”
Impact: Missed “Brand Opportunities”
no flexibility • Having too rigid of a brand management policy
Impact: You are the “Brand Police”
brand consistency challenges no story
no plan
no flexibility
Impact: Lacking a solid “Brand Promise”
Impact: Missed “Brand Opportunities”
Impact: You are the “Brand Police”
Go through a Branding Process
Work on your Brand Framework
Work on your Brand Strategy
brand strategy • Vision and strategic business objectives – How is your Brand helping you drive revenues? How are you different? • Culture and norms – How do your employees rally around your Brand? How do you “live the Brand”? • Reputation and image – How do you deliver value? How do you drive customer satisfaction?
brand strategy Your external image
Audience Perceptions
Long-Term Vision What makes your company different
Your BRAND
Company Culture How your employees act and make decisions
brand consistency challenges no story
no plan
no flexibility
Impact: Lacking a solid “Brand Promise”
Impact: Missed “Brand Opportunities”
Impact: You are the “Brand Police”
Go through a Branding Process
Work on your Brand Framework
Work on your Brand Strategy
brand process
brand process: investigate • Use Brand Audits and Research to: – Identify all stakeholders; audiences – Determine your current position; perceptions – See how you are currently communicating – Assess your Brand’s business alignment – Uncover your story
Best-in-class
Strong leadership
Established
Independent
Aggressive
First class “Do everything driller” Dated
Commanding fleet
“The brand is from the past. It does not convey the new ideas of the company, which is now turned toward the future, high performance, high technologies, high skills... It does not tell what we want to do best, ie: drilling in deepwater with high tech material and highly professional personnel.” -Rig Manager “It’s like turning a battleship; it’s going to take time... I do think the name Pride is going to take some time to resurrect, so to speak, because they’ve had such a mixed bag in many years of just lackluster performance.” -Financial Analyst
Leader
Polished
Consistent
Performance
brand process: interpret • Use your Brand Strategy and Messages to: – Define all aspects of your brand: • Position, Promise, Personality, Story, Associations
– Tell a compelling story – Cover all touchpoints – Address entire brand experience – all channels; mediums
Deeply Committed
Performance Driven
Employer of Opportunity
Credible & Trustworthy
Active & Responsive
Dynamic & Disciplined
Brand elements convey core strategic messages and key visual associations.
brand process: interpret
Touchpoints define the brand experience for all audiences
Public & Media
Investors
Customers
Community
Employees
brand process: rollout • Use your Brand Plans and Standards to: – Engage your brand ambassadors/evangelists – Prove your story; build proof points – Make it easy to consistently deliver
• Explain to ambassadors that they are a living piece of the brand
• Tell them the story and give them the voice to communicate
• Visually show them how to produce brand elements
brand process: outcomes • Keep your Brand Stewardship mindset by: – Employing cross functional teams to “own” the brand – Incorporating feedback loops to capture ongoing brand “health”
brand consistency challenges no story
no plan
no flexibility
Impact: Lacking a solid “Brand Promise”
Impact: Missed “Brand Opportunities”
Impact: You are the “Brand Police”
Go through a Branding Process
Work on your Brand Framework
Work on your Brand Strategy
brand framework • Flexibility: Is your brand visually flexible for employees to easily create materials that remain up to standards? • Education: Are you educating them constantly and consistently about brand standards and messages? • Empowerment: Do ambassadors feel empowered to make the right decision about communicating the brand?
With multiple offices and departments, Dell needed an internal brand that personified its core message and strategy AND helped employees deliver a consistent customer experience.
Flexible framework is about creating elements that can be utilized easily throughout all departments, applications and audiences
Through education and sample applications ambassadors have the knowledge to correctly apply the brand to the various needs
Employees feel empowered to tell the brand story and you will feel confident that they are telling the right one.
brand consistency benefits • A compelling story, delivered consistently, builds – Brand equity – Trust and loyalty – Recognition and credit
• And makes it easier to – Attract and retain the best employees – Increase market share over your competitors – Communicate your true value to your customers
questions Dahlia Salazar Creative Director, Savage dsalazar@savagebrands.com Robin Tooms Brand Director, Savage rtooms@savagebrands.com http://blog.savagebrands.com http://twitter.com/savagebrands.com