Integrated Brand » 2009

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Social media or social brand?
June 22nd, 2009

Social media is a channel. While a social brand is a way to be. Think about it as a cultural shift in the way you live your brand online and offline–as a business strategy (how do we deliver our customer service? or how do we develop new products/services?), as a people strategy (how do we find great talent? how do we train them and empower them to live our brand?), and as a communications strategy (how do we find new customers or audiences, what are they saying and how do we engage with them online?).

The line between your offline and online brand may be well segmented in your business internally (between departments and roles), but from a customer’s point of view they are non-existent. You are your brand no matter where they find you or interact with you. So, in other words, be the same brand you are on your website or Twitter that you are on the phone and on your product packaging.

Check back often for more on how to build and manage a social brand.

–Jen Travis

Some Thoughts on Naming
June 19th, 2009

hello-my-name-is

I just went through a naming process with a client and thought their learning during that session would be helpful for you (for a longer discussion on the naming process, check out chapter 12 of my book, The Reluctant Entrepreneur, available on Amazon).

Basically, their ah-ha boiled down to this: strong brand names are built not born. One might be tempted to look at a name like Google or Amazon and assume that there’s something inherent in the names that make them great. And that’s true, but only to a certain extent. Certain criteria like memorability and the way the name sounds when it rolls off the tongue are important. However, what becomes more important is the company’s ability to build in meaning over time, so that the name becomes associated with greatness. This is especially challenging when evaluating empty vessel names, or those that really don’t come with any meaning attached.

But I’m happy to report that our client was able to apply the criteria important to their business and choose a name that has all the potential of Starbucks or Apple.

-Lynn Parker

Lynn’s Speech at the Ordnance Survey
June 19th, 2009

Check out the video from Lynn’s speech at the Ordnance Survey at http://tinyurl.com/LynnParker!

Upcoming PLP webcast on BrightTalk! Your brand booster: how to leverage every customer experience
June 18th, 2009

webcast

Sign up to attend PLP’s upcoming webcast on July 16th at 3:00 PM Pacific. Principal Briana Marrah will be hosting the webcast to discuss “Your brand booster: how to leverage every customer experience.”

Visit the BrightTalk website to sign up by clicking here.

Don’t miss Briana and Joe at ALI’s Internal Branding Conference
June 15th, 2009

Mention Joe or Briana’s name when registering and receive 50% off your registration fee! To learn more about the conference and register, visit the official website.

Your Social Media Strategy
June 12th, 2009

There’s a lot of talk around the need for a social media strategy, but why and how? The reason is simple: if you’re not currently in control of your digital identity, the odds are pretty good that others are or soon will be. And if your organization dives into the social media world without a road map, then you could run the risk of appearing narcissistic, like you have ADHD, or even worse… inauthentic. Creating a social media strategy is akin to creating a blueprint to help your organization hone in on the important stuff, such as figuring out what channels makes sense, how much time you should be spending, and who to engage. Social media should be a piece of your larger integrated branding strategy, because it’s essentially another touch point, or an opportunity to communicate and reinforce your brand promise.

-Bianca Abate