TABLE OF CONTENTS The aim of this chapter is to make readers aware of the need for an integrated branding programme. It opens by drawing attention to the way that the myriad of brand communicators may be emitting inconsistent messages. Models are presented to evaluate where inconsistencies are arising in branding programmes, and guidance is provided about securing a more integrated approach to services branding. Customers are often attracted to brands' web-sites through traditional sources, and the need for consistency between off-line and on-line sources is clarified. A model to enhance the coherence of the on-line brand experience is explored.
Staff are motivated by different issues, and unless these give rise to styles of behaviour that support the brand's values, the brand is unlikely to attain its potential. Barrett's model of the seven levels of human consciousness is reviewed as a means of encouraging a suitable profile of motivated staff to support the brand. Finally, the point is made that an integrated branding process is more likely if a planning perspective is adopted and a seven step brand-building model is overviewed.
Chapter 2 explained that there can be diverse interpretations amongst members of a brand's team about the nature of their brand. To ensure all members of the team are 'pulling in the same direction', the chapter reviewed ways to enable members of a brand's team to reach a consensus about their interpretation of...
