Many of you visiting this site are familiar with the term brand. As a matter of fact, lots of people know the term. And we all know that a stronger brand means more loyal customers who are willing to pay more for your product. Beyond that, however, mass confusion tends to set in. Is brand a tagline? Is it an ad campaign? It is a logo? Is it even the sum total of all your external communications?

Let’s try answering these questions with one more question: Are visual and verbal communications the only way you build brand loyalty? Of course not. Brand loyalty is also based on how well the product works, how good the customer service is, how easy the sales process was, etc.

Brand is, therefore, the sum of all experiences the customer has with a given company. And if that experience is consistent and compelling, it becomes a promise you make to the customer, an experience they grow to value and expect.

Integrated branding is about defining the promise and then employing company-wide strategies and tactics to align all company actions in the service of delivering that promise.

This site is devoted to those of you who are responsible for driving your brand promise throughout your organization, whether you live in the HR, marketing, strategic planning or product management worlds. We have assembled a library of materials to assist you in this effort. We will feature best practices and new learning here on this page. And we’ve established a user-driven forum so that you, the real experts, can share your thoughts, techniques and questions with each other.

This community is only as strong as its members, so please take a moment to create a user account and to get to know each other. And if you have something specific you’d like us to address on the home page in a future installment, please feel free to add a comment.

–Briana Marrah, Vice President, Parker LePla

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