Ensuring each individual and brand touch-point delivers the brand promise constantly at each moment-of-truth. For more white papers and webinars, go to http://www.sldesignlounge.com Or visit us at http://www.sld.com

1. BrandCoherence

2. “Successful branding
programs are based on
the concept of
singularity. The objective
is to create in the mind of
the prospect the
perception that there is
no other service on the
market quite like your
offering.”Al Ries & Laura Ries - 22 Immutable Laws of Branding

3. Key Strategic Questions
• What is brand coherence?
• Why is being coherent important?
• How does it apply to
organizations?
• What are the key learnings that
can easily be applied to your
business?

4. “Brand Coherence is
ensuring each
individual and brand
touch-point delivers
the brand promise
consistently at each
moment-of-truth.”

5. • All activities build
brand equity
• Brand equity is
supported by its
position
• The combination
builds momentum
The Coherence Loop
Brand
Equity
Identity
Social Media
Online
Mass
Media
Direct
Marketing
Physical
Experience
Momentum
Foundation
Vision
Mission
Position
Persona
Equities

6. Brand Coherence Importance
• Strong focus on resources
and marketing activities
• Sum is greater than its
parts
• Brand singularity with
customers and employees
• Ultimately, greater affinity
and success

7. Brand Coherence criteria

8. Based on a Strong Coherence Criteria
• Strong clearly defined brand position
and essence
• Clearly defined target groups
• Strong, unified, and consistent brand
identity
• Grass roots and employee
understanding and support ...creates
a movement

9. Compelling Position
Stakeholders: Provides the right appeal
Relevant: Aligns with the needs and desires of the target group
Unique: Allows the brand to stand out and be differentiated
Credible: Builds on the brand’s reputation
Timeless: Withstands the test of time
Who are the high-priority audiences?
What is the single-minded value proposition?
How should the company position itself?

10. Compelling Position
It starts with the foundation
of your business and ends
with the aspirations of your
people as part of a big brand
idea.
• Expresses the essential inner truth
• This is the “fit”- the essential union
• Articulated and built around a well-
defined structure
Vision
Your aspiration: How the world will change when you deliver
on your mission.
Pillars
Your unique abilities: The competencies that overcome the
timeless challenges.
Mission
Your purpose: What you exist to do in order to accomplish the
desired vision.
Values
Your credo: The ideals and attitudes that define the way you
work together.
Positioning
Your promise: The consistent, relevant and differentiated value
you own and deliver.
Personality
Your persona: The tone and manner that animate how you
approach business.
Essence
Your core: Embodiment of all that makes you unique and is a
big brand idea.
Equities
Your qualities: What attributes do you own that help differentiate you
from competitors.

11. the bone marrow challenge
Level of community engagement is directly proportionate to
the level of personal commitment
It Me
Easier Harder

12. final brand card
“The Chosen One”

13. Define a compelling namefunctional
evolutionary
emotional
Promise for Life
Marrow Living Registry
Living Marrow Registry of
Canada
The Canadian Marrow
Life Network
The Canadian Stem Cell
Donor Registry
Canadian LifeCell Donor
Registry
The Life Corps
The Living Cell Network
Medulla Life Network
Medulla for Life
Bone Marrow Donor
Registry
Canadian Bone Marrow
Donor Registry
Canadian Marrow Donor
Registry
National Marrow Donor
Registry
revolutionary

14. Own a visual

15. Final solution

16. Criteria 2: Clearly defined

17. Criteria 2: Clearly defined target
Students (Gen Y):
Career Opportunity
Career
Starters
(Gen Y/X):
Advanceme
nt
Opportunity
Established Careers
(Gen X): Security and
Equity
Equity
Optimizers
(Baby
Boomers):
Predictability
and
Recognition
Career/Life Cycle
Industry Function
• Business industries
• Governments
• Public
• Associations
• Media
Career/Life Stages

18. Criteria 3: Integrated and consistent

19. • Increased difficulty in
reaching target
audiences
• Proliferation of media
platforms
• 21% to 47% decline in
conventional media
Criteria 3: Integrated and consistent

20. Criteria 3: Integrated and
• Mass Media/Direct Marketing
(Lowest interaction: simple stimuli
with strong visibility)
• Online Website (Explore at will, in
control and provides greater brand
equity linkage)
• Social Media (2-way
communication, sharing, and ability
to create a belonging experience)
• Volunteer at Event/Brand
Customer (Direct experience with

21. TD Bank Group

22. TD Bank Group

23. TD Bank Group

24. Criteria 4: Grass-roots support

25. Taglines and Visuals

26. Program E Brochure/Online

27. 27
Advertising

28. 2011 Suncor Program

29. Aligning a coherent marketing plan

30. Rule #1: Answer the “Why”
The marketing plan needs to have a clearly
define the aspirational value proposition
• Brands need to evolve beyond a
“Doing Brand” to a “Becoming
Brand”
• The marketing plan must clearly
define your brand essence and
emotional value proposition
• All activities and language must align
with the brand essence and pillars

31. Rule #2: Understand your target
The communication plan needs to change
to cater to your stakeholder audiences
• Clearly define your stakeholder groups
• Understand the convergent and
divergent needs of each of your
stakeholder groups
• Align strategies and tactics to cater to
each group
• Explore how your website can build a
platform to provide specialized
solutions

32. Rule #3: Relevant and consistent messaging
Your marketing plan must have defined
proof points to ensure consistent
branding
• Ensure the brand is effectively
communicated
• Proof-points that are easy to
understand and appeal to
each of the stakeholders
• Resonates with marketing and
communication strategies

33. Tip #4: Strong on-boarding of brand
Develop a membership thorough on-
boarding program
• Cater on-boarding content to
the given stakeholder audience
needs and aspirations
• Start by explaining the why
and how members can both
benefit and contribute
• Drive the why on all aspects of
the on-boarding process

34. Brand Position
Tip #5: Ensure full integration with metrics
Advertising
Direct Marketing
Interactive
Sales Promotion
P.R.
Social Media
E-Mail
S.E.O
Training
Compensation
Motivation
Processes
Themes
On Site Signing
Settings
Packaging
PLACEOFFLINE HRONLINE
Sales MetricsBrand Metrics Engagement Metrics
Analysis of promotional program Analysis of communication process
Members Need Association NeedIndustry Need

35. Tip #6: Tweet the vibes
Leverage social media to inform members
of new events and initiatives
• Twitter and other social tools provide
a great platform to create some
excitement prior, during and after
events
• Great vehicle to remind members of
the value of the organization
• Create a sense of inclusiveness to
allow members to promote the
organization and events

36. Thank You
Jean-Pierre Lacroix
jplacroix@sld.com
www.sld.com
www.sldesignlounge.com