Sourcebranding speaking on Brand integrity at Integrity Lapse Event 7 Nov 2018
We come to learn that Brand integrity is how consumers will perceive your company and its products, image, and reputation. While every consumer experience may not meet or exceed your brand promise, when a brand loses integrity, its meaning and value to consumers diminish.
Delivery summary by Prince Abuh (Sourcebranding CEO) on Brand Integrity
Simply put, brand recognition can’t exist without brand integrity. In order to foster brand recognition, organizations need to ensure consistency across all aspects of their organization, but especially in Marketing and Sales.
For these departments, brand integrity is typically made up of three brand properties: brand essence, brand voice, and brand promises. Brand essence is an articulation of your brand’s unique identity; the brand voice is your brand’s consistent identity or the outward projection of its essence; brand promises are the things your brand guarantees to its consumers.
Only when the look, feel, experience, product, pricing, and/or service offerings are cohesive and consistent will consumers be able to recognize and trust your organization. This is especially crucial during mergers and acquisitions as well.
Do keep in mind, however, that brand recognition is a major factor that prompts individuals to purchase products or services, regardless of industry.
Clarify Values – Organizational values are those things or beliefs your organization finds important and meaningful. You must clarify your brand’s core values in order to create an authentic and transparent brand message.
Key points worth noting:
Defining Goals – Organizational goals are the standard by which you measure organizational performance. It is therefore important to define specific business goals that clearly lay out the future direction of the organization.
Shape Brand Message – Begin shaping your brand message by clarifying who you are trying to build relationships with (e.g. your target audience). Once you determine your audience, you should create detailed buyer personas for all relevant market segments or buyer groups.
Understand Brand Properties – Think of brand properties as having three components: brand essence, brand voice, and brand promises. Brand essence is an articulation of your brand’s unique identity; the brand voice is your brand’s consistent identity or the outward projection of its essence; brand promises are the things your brand guarantees to its consumers.
Special thanks to Professor Thuli Madonsela and Integrity Specialist Charissa Bloomberg, as they discussed ethical business conduct and explored ways in which one can future proof their organization to be Integrity compliant across all levels.
For more information on this incredible venture by Charissa Bloomberg visit www.integrityforum.co.za