Integrated Marketing – The Art & Science of Branding.
A Brand is a Pledge. It’s your word. It’s your reputation. It’s trust, earned over time, and if you break your promise, it is lost in a heartbeat. Strategic branding identifies and articulates a core promise that must be delivered with care, consistently, over time, to all stakeholders, in order to create an emotional connection and form a lasting bond. A rational unique selling proposition, point of differentiation or feature is not enough to move people to become brand advocates, to feel pride of ownership and stake their personal reputation on endorsing your product, or service or idea. Strategic branding is about tapping into the uniquely human emotions that create loyal customers. If people are not tattooing your logo on their body, then there’s work to be done.
At Focus Integrated Marketing, branding is the critical first step in the creation of a successful integrated marketing communications plan. Your vision and mission will fall short without a sacred pledge to your customers. Today, it is essential that employees at all levels in the organization live the brand, and keep the pledge.