Integrated Branding

Say you are in a meeting surrounded by strangers and you see one person drinking Tim Hortons cup, another Starbucks and someone with their own personal travel mug. What are your initial perceptions of these individuals? Do they differ based on their coffee choice?

If you answered yes then you have been effectively reached by the company’s marketing and branding.
Your brand image creates expectations. It defines your very core; who you are, how you operate, and how you're different from your competitors. It is a promise. One that must remain consistent and be kept. 

When done correctly branding:

  • Delivers the message clearly
  • Confirms your credibility
  • Connects your target prospects emotionally
  • Motivates the buyer
  • Concretes User Loyalty

For the Business to Consumer Services industry branding is key. It is why customers come to you instead of your competition, and how you can ensure repeat visitors. Think about your own organization, destination, product or service. How would you describe its personality? Would everyone you talk to describe it the same? If not, then you need to think about how you are building your brand.
So how can you build your brand?

  1. Identify your brand promise and tagline – what you stand for, how you want to be perceived by the public
  2. Identify all customer touchpoints and be consistent – how and where your customers will interact with your brand and design a customer experience to ensure the same message is being consistently delivered across all channels
  3. Adopt a people-centric approach – company culture and the people within should embody and further promote your brand identity, branding does not stop at the product itself
  4. Leverage ideas from other people and channels – get help and feedback from others. Professionals are experts in their area for a reason
  5. Be patient – like all things building a brand takes time. It is a process but has great benefits when done correctly

OTEC has worked with some of the leading corporate brands in a variety of sectors over the years. One consistent theme amongst these leaders is that, regardless of their success and reputation, they are continually investing in their brand in new ways.  Some of the ways OTEC supports these clients and partners is through customer service mapping, consulting and strategy development, to help understand and plan all potential customer touch points. OTEC also develops customized, branded training programs that enhance these experiences and support the brand culture.

For example . . .

Direction Ontario – OTEC worked with Direction to create their Bienvenue en Ontario brand and branded microsite and training program, Engaging the Francophone Visitor, to assist front line staff and tourism marketers to attract and service Francophone travelers.

Tourism Partnership of Niagara (TPN) – Working with TPN, OTEC developed a tourism ambassador program, The Niagara Ambassador Program, to build service pride and passion for the destination by teaching front-line service providers how to take guests’ experiences to the next level.

International Language Institute of Canada (ILAC) – OTEC worked with ILAC to develop tailored training to embody and reinforce their strong, internationally renowned brand within their organization.

As you can see, even the most established brands in the market are constantly evaluating and investing in the channels through which they express themselves to their clients. Reinforcing your brand through branded training programs ensures your brand is part of your culture and all client interactions. 

Paula Lanza is OTEC's Coordinator of Marketing and Communications. In her role at OTEC Paula works on marketing and branding activities; including website and social media updates, professional communications, and promotional material to support the business development and brand goals of the organization. Paula enjoys learning about different cultures, traveling and trying new and delicious foods. 

Posted: 1/15/2015 2:01:17 PM by Paula Lanza | with 0 comments
Filed under: brand, branding, building, culture, development, experience, ILAC, OTEC, perception, TPN

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