Brand Coherence

“Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other service on the market quite like your offering.” Al Ries & Laura Ries - 22 Immutable Laws of Branding

Key Strategic Questions

• What is brand coherence?• Why is being coherent important?• How does it apply to

organizations?• What are the key learnings that

can easily be applied to your business?

“Brand Coherence is ensuring each individual and brand touch-point delivers the brand promise consistently at each moment-of-truth.”

• All activities build brand equity

• Brand equity is supported by its position

• The combination builds momentum

The Coherence Loop

Brand Equity

IdentitySocial Media

Online

Mass Media

Direct Marketing

PhysicalExperience

Momentum

Foundation

Vision

Mission

Position

Persona

Equities

Brand Coherence Importance• Strong focus on resources

and marketing activities• Sum is greater than its

parts• Brand singularity with

customers and employees• Ultimately, greater affinity

and success

Brand Coherence criteria

Based on a Strong Coherence Criteria• Strong clearly defined brand position

and essence

• Clearly defined target groups

• Strong, unified, and consistent brand identity

• Grass roots and employee understanding and support ...creates a movement

Compelling PositionStakeholders: Provides the right appeal

Relevant: Aligns with the needs and desires of the target group

Unique: Allows the brand to stand out and be differentiated

Credible: Builds on the brand’s reputation

Timeless: Withstands the test of time

Who are the high-priority audiences?

What is the single-minded value proposition?

How should the company position itself?

Compelling Position

It starts with the foundation of your business and ends with the aspirations of your people as part of a big brand idea.

• Expresses the essential inner truth

• This is the “fit”- the essential union

• Articulated and built around a well-defined structure

VisionYour aspiration: How the world will change when you deliver

on your mission.

PillarsYour unique abilities: The competencies that overcome the

timeless challenges.

MissionYour purpose: What you exist to do in order to accomplish the

desired vision.

ValuesYour credo: The ideals and attitudes that define the way you

work together.

PositioningYour promise: The consistent, relevant and differentiated value

you own and deliver.

PersonalityYour persona: The tone and manner that animate how you

approach business.

EssenceYour core: Embodiment of all that makes you unique and is a

big brand idea.

EquitiesYour qualities: What attributes do you own that help differentiate you

from competitors.

the bone marrow challenge

Level of community engagement is directly proportionate to the level of personal commitment

It Me

Easier Harder

final brand card

“The Chosen One”

Define a compelling namefu

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on

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evolutionary

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on

al

Promise for Life

Marrow Living Registry

Living Marrow Registry of Canada

The Canadian Marrow

Life Network

The Canadian Stem Cell Donor Registry

Canadian LifeCell Donor Registry

The Life Corps

The Living Cell Network

Medulla Life Network

Medulla for Life

Bone Marrow Donor Registry

Canadian Bone Marrow Donor Registry

Canadian Marrow Donor Registry

National Marrow Donor Registry

revolutionary

Own a visual

Final solution

Criteria 2: Clearly defined

Criteria 2: Clearly defined target

Students (Gen Y): Career Opportunity

Career Starters (Gen Y/X): Advancement Opportunity

Established Careers (Gen X): Security and Equity

Equity Optimizers

(Baby Boomers):

Predictability and

Recognition

Career/Life Cycle

Industry Function

• Business industries• Governments• Public• Associations• Media

Career/Life Stages

Criteria 3: Integrated and consistent

• Increased difficulty in reaching target audiences

• Proliferation of media platforms

• 21% to 47% decline in conventional media

Criteria 3: Integrated and consistent

Criteria 3: Integrated and

• Mass Media/Direct Marketing (Lowest interaction: simple stimuli with strong visibility)

• Online Website (Explore at will, in control and provides greater brand equity linkage)

• Social Media (2-way communication, sharing, and ability to create a belonging experience)

• Volunteer at Event/Brand Customer (Direct experience with ability to foster stronger brand connections)

TD Bank Group

TD Bank Group

TD Bank Group

Criteria 4: Grass-roots support

Taglines and Visuals

Program E Brochure/Online

27

Advertising

2011 Suncor Program

Aligning a coherent marketing plan

Rule #1: Answer the “Why”

The marketing plan needs to have a clearly define the aspirational value proposition• Brands need to evolve beyond a

“Doing Brand” to a “Becoming Brand”

• The marketing plan must clearly define your brand essence and emotional value proposition

• All activities and language must align with the brand essence and pillars

Rule #2: Understand your targetThe communication plan needs to change to cater to your stakeholder audiences• Clearly define your stakeholder groups• Understand the convergent and

divergent needs of each of your stakeholder groups

• Align strategies and tactics to cater to each group

• Explore how your website can build a platform to provide specialized solutions

Rule #3: Relevant and consistent messaging

Your marketing plan must have defined proof points to ensure consistent branding

• Ensure the brand is effectively communicated

• Proof-points that are easy to understand and appeal to each of the stakeholders

• Resonates with marketing and communication strategies

Tip #4: Strong on-boarding of brand

Develop a membership thorough on-boarding program• Cater on-boarding content to

the given stakeholder audience needs and aspirations

• Start by explaining the why and how members can both benefit and contribute

• Drive the why on all aspects of the on-boarding process

Brand Position

Tip #5: Ensure full integration with metrics

Advertising

Direct Marketing

Interactive

Sales Promotion

P.R.

Social Media

E-Mail

S.E.O

Training

Compensation

Motivation

Processes

Themes

On Site Signing

Settings

Packaging

PLACEOFFLINE HR ONLINE

Sales MetricsBrand Metrics Engagement Metrics

Analysis of promotional program Analysis of communication process

Members Need Association NeedIndustry Need

Tip #6: Tweet the vibes

Leverage social media to inform members of new events and initiatives• Twitter and other social tools provide

a great platform to create some excitement prior, during and after events

• Great vehicle to remind members of the value of the organization

• Create a sense of inclusiveness to allow members to promote the organization and events

Thank You

Jean-Pierre Lacroixjplacroix@sld.comwww.sld.comwww.sldesignlounge.com