The following is a summary of Chapter 2 of the book “Integrated Branding” by F. Joseph LePla and Lynn M. Parker. Buy the book.

The Brand. It’s the holy grail of marketing. But what is it? Most average people- even people that have spent thousands upon thousands of dollars on so-called “branding” will tell you it’s a logo, an ad campaign, slogans, yada, yada, yada. Most marketers will give you a broader, more philosophical response- most of which make about as much sense as whiskey-flavored ice cream (see http://www.brandingbranding.com for a few hot-air examples). Most of these definitions only scratch the surface.

A strong brand has to do with every aspect of your company’s relationship to your customers. Your logo, ad campaigns, slogans, etc. are all just the visual expressions of that relationship. This being the case, then your efforts to build and use a brand must involve all aspects of your company.

Most businesses make the mistake of hiring an ad agency or marketing firm to come in and create an image for them…then they try to align the company behind that image. This is a sure-fire way to waste money and play havoc with your bottom line. It may work for a while…but in the long run, consumers are much too smart to be manipulated in this manner.

Smart businesses start with their story, vision, and mission. Around these, they then develop a strong company culture- principles, personality, policies, procedures, etc. After that comes products and services, which, again, are aligned with everything stated above. It’s at this point that the visuals- logo, ad campaigns, positioning statement, and marketing strategies- come into play. The point is that everything is aligned with the deep-down roots of the company.

This is called “integrated branding.” And it’s a powerful, powerful tool. Integrated branding is based on who the company is and the ongoing, evolving value it brings to the consumer rather than some image created by an agency. It is “an organizational strategy used to drive company and product direction- where all actions and messages are based on the value the company brings to its line of business.”

In short…an integrated brand is “THE PROMISE THAT YOU KEEP.” Companies keep their promises by understanding their brands and acting on that understanding in every endeavor. That promise is carried out by everyone in the company- from the CEO down to the janitor. If the janitor doesn’t understand how his role in the company contributes to the health and well being of the brand, then he can’t effectively do his job, and his part of the promise is broken.

An integrated brand is only as strong as the people who live it.

What is the effect of integrated branding?

Integrated branding can help you avoid costly pitfalls that come as a result of losing focus. When you are truly brand-driven, you are able to leverage the skills of your entire team. This provides immediate strategic direction for developing strong products that are relevant to and are appreciated and loyally used by your target market.

Small businesses often try to be all things to all people. Big mistake. First of all, it’s impossible. Second, you often wind up meaning little or nothing to anyone. Integrated branding helps you create a single focus and maintain that focus through periods of growth and market stagnancy.

Consider these proven benefits of integrated branding:

- A “moral compass” for R&D
- Clear strategic direction, regardless of market fluctuations
- Consistent messaging
- Employee loyalty and high morale
- Greater employee initiative
- Ability to charge 15-20 % above market averages- even as your product matures
- Shorter purchase decision cycle
- High customer loyalty
- Ability to capture and maintain market share
- Customer evangelists
- Platform for ensuring new product success
- High company valuations and less share price volatility

The relationship pinnacle…

All managers want to create customer preference for their products, just as all marketing directors want to create awareness for their brands. However, integrated branding goes much deeper. It creates relationships in which customers are able to identity completely with your company’s goals and even translate those goals into personal benefits.

Integrated branding goes beyond awareness and preference and helps engender loyalty and alignment of goals. Its goal is to create an AUTHENTIC EXPERIENCE that allows your customers to completely identify with your brand. This is called customer affinity.

Consider the table above. How are you focusing on each level? Aligning your goals with those of your customers can’t be achieved if your only goal is to get as much money as possible from them. It must spring from your organization’s desire to create an authentic relationship based on a substantive vision, mission, and culture.

The tools of integrated branding…

All companies have brands. Few companies manage them effectively. The integrated branding model offers practical tools and a sensible process to help you manage your brand. Integrated branding impacts both employees and customers through emotion, intellect, and senses. It’s a holistic approach.

We start with Organization Drivers, such as mission, values, and story. Next, we focus on Brand Drivers such as principles, personality, and associations. Finally, we address Brand Conveyors such as communications, positioning, strategy, and products.

The point of this chapter is that, when it comes to branding, your most potent weapon lies within the heartbeat of your company. Everything else stems from this. When your company’s heartbeat is healthy, the message you communicate will be effective and well received.

Your brand is so much more than just your image. It’s you.