1. Copyright 2005 Parker LePla – Integrated Branding and Communications www.parkerlepla.com 206.285.5280 Start-up Branding How to create a customer-resonating brand— without the customers! January 23, 2007

2. Parker LePla Integrated Branding and Communications 2 Currently working with more than 25 clients throughout the U.S. Average 10+ years of experience per employee with technology, healthcare, business-to-business and not-for- profits Authors of the books Integrated Branding and Brand Driven About Parker LePla

3. Parker LePla Integrated Branding and Communications 3 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

4. Parker LePla Integrated Branding and Communications 4 What are your favorite brands? Why?

5. Parker LePla Integrated Branding and Communications 5 Let’s put these brands to the test

6. Parker LePla Integrated Branding and Communications 6 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) What is integrated brand?

7. Parker LePla Integrated Branding and Communications 7 The integrated brand process Brand discovery Brand tool agreement Brand implementation 1 2 3 Customer experience

8. Parker LePla Integrated Branding and Communications 8 The customer experience The goal of integrated branding is to create a consistent compelling differentiated... customer experience.

9. Parker LePla Integrated Branding and Communications 9 Discovering an organization’s brand

10. Parker LePla Integrated Branding and Communications 10 What customers value—define what’s relevant Differentiation RelevanceRelevance - + Antes Requirements: The Minimum Expectation Drivers Elements that build differentiation Distinct Unique with little relevance Neutrals Neither relevant or distinctive Liabilities

11. Parker LePla Integrated Branding and Communications 11 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

12. Parker LePla Integrated Branding and Communications 12 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

13. Parker LePla Integrated Branding and Communications 13 Delivering the customer experience Brand tools help your employees deliver this unique customer experience

14. Parker LePla Integrated Branding and Communications 14 Brand tools The actionable way you define your promise Include: mission, strategic role, principle, personality, values

15. Parker LePla Integrated Branding and Communications 15 Brand tools ToolUsed as MissionYour big goal Ben and Jerry’s operate the company in a way that actively recognizes the central role that business plays in society Strategic RoleCategory + Value Home Depot organizes store around do-it-yourself projects PrincipleCompass Volvo introduces safety features before required by law PersonalityFace Target features sophisticated clothing designers Values Boundaries Tom’s of Maine doesn’t test on animals

16. Parker LePla Integrated Branding and Communications 16 Brand implementation Start-up marketing communications –Company naming –Product naming –Taglines –Logo Additional marketing Living the brand

17. Parker LePla Integrated Branding and Communications 17 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

18. Parker LePla Integrated Branding and Communications 18 Company naming Brand meaning is built into names over time –No one liked Amazon, Starbucks or Expedia the first time they heard it URL 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

19. Parker LePla Integrated Branding and Communications 19 Some Parker LePla examples Talyst Sotto Whistling Rabbits Carbonated Studios Zoka Coffee Alluvion

20. Parker LePla Integrated Branding and Communications 20 Product naming The rules are different for products Don’t make the customer confused, have to decode, or work too hard –Descriptive is often fine Don’t name company and product same thing –Eliminates growth options –No brand equity transfer route for future products

21. Parker LePla Integrated Branding and Communications 21 Taglines Memorable is good Avoid “ing” taglines; corporate-speak, too long Don’t speak from your point of view, but from your customers Don’t generalize, but be specific Great examples: –You are now free to move about the country –Don’t leave home without it –Got milk?

22. Parker LePla Integrated Branding and Communications 22 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

23. Parker LePla Integrated Branding and Communications 23 Finally… Put a stake in the ground—you can’t be anything to anyone if you’re everything to everybody Don’t fear being different—our favorite brands are ones with personality Use your brand as a filter for decisions— discipline and dedication will get you far

24. Parker LePla Integrated Branding and Communications 24 Your turn Q&A