z

LU1: The
Integrated Brand
Communications
Process
z

“The primary value of Integrated Brand Communications is that it

provides management with a comprehensive process for leveraging
brands to sustain and grow the business” states Ray [s.a]. The IBC
process is both a holistic and strategic one, and revolves around
“building stronger connections with clients or consumers.”
z
Step 1: Start with understanding the role
of brand in your business.

 Ray states: “the starting point for Integrated Brand

Communications involves analysing the role that brand plays —
and can play — in securing greater loyalty across the business.”
It is important to incorporate the perspective of “customers,
employees and key stakeholders”, and to analyse the business
strategy. “This step involves challenging long-held assumptions
regarding the key drivers of the business,” says Ray.
z
Step 2: Understand the factors that
contribute to brand value.

 Ray highlights that with IBC, quantifying a return of investment

(ROI) is more possible than ever before. This is because the
“process provides management with the tools needed to judge
brand asset investment performance relative to all other asset
investments made by the enterprise.”
z
Step 3: Understand whom you need to
reach.

 This step involves segmentation and targeting of the desired

market for the brand. Ray [s.a]. believes that “it is necessary to
distinguish between targets that drive the success of the
business and targets that simply contribute to, or influence, its
success.”
z
Step 4: Frame your BIG idea.

 “Big ideas define unique value propositions. Communicating

sameness is a waste of valuable resources,” states Ray [s.a]. In
order to develop a meaningful big idea, it is important to have a
thorough understanding of the audience one is trying to reach
and communicate with. In addition, understanding the overall
business strategy and the competitive frame of reference for the
brand is both valuable and necessary. Ray states: “Great big
ideas satisfy four fundamental criteria. They are: relevant in
connecting with audience needs; differentiated and stand apart
from competitive propositions; credible in their believability; and
have the stretch to grow with your business as it evolves.”
z
Step 5: Understand how far you need to
shift perceptions in order to own the big
idea.

 Through the communications and branding process, brands

begin to develop relationships with their particular consumer.
Ray notes that during this relationship development phase, the
consumer will move through “a process of progressive
involvement.” It is during this time that “perception barrier” may
arise, and it is important for the firm to monitor and manage
these. Ray discusses that barriers can be as minor as
awareness barriers or as challenging as credibility barriers.
z
Step 6: Build the messages to shift
perceptions.
 “Getting people to change the way they think about you is no easy task. It
requires a communications effort that is capable of penetrating the
formidable walls people erect as protection against daily information
overload,” states Ray [s.a]. It is important that messaging designed to
overcome perception barriers is targeted, relevant, and meaningful for the
particular recipient.

 Again, a thorough understanding of the audience becomes paramount to

success. In today’s communication landscape, the average consumer is
bombarded with commercial and branded content creating an environment
of clutter. It is important for any communication activities to cut through this
clutter in order to have real and meaningful impact.
z
Step 7: Understand the role of each medium
in making the shift and sustaining
momentum.

 Not all media or channels will be appropriate for the delivery of

the branded message. It is important to consider your audience
and the type of message that is being delivered when deciding
which the most applicable channel will be. Ray states: “as a
general rule, each progressive stage of involvement requires
more individualized communications to meet the needs of your
audience.”
z
Step 8: Determine the optimum media
allocation.

 With regard to this particular step in the IBC process, Ray

highlights: “The ultimate execution challenge is determining the
optimal media mix to propel target audiences toward developing
an intense loyalty to your brand. The trick is to optimise the
power of your message within the limited means of your budget.
This will help generate a compelling return on investment,
securing increased funding in the future.”
z
Step 9: Measure results.

 It is important to understand the types of metrics that will be

used within the media allocation from the previous steps. In
order to get buy in from the financial department, it is critical to
be able to show ROI. The measurement metrics must be in
place from the outset, so that response and return can be
accurately measured and assessed.
z
Step 10: Revisit Step 5…and repeat the
process again…and again…

 In the final step of the process, Ray notes: “Integrated Brand

Communications is an organic process, one that can be fed,
nurtured and made stronger through active involvement. Once
you have measured your initial results, return to the program’s
foundations and examine opportunities for enhancement.” By
being actively engaged in the IBC process, there is greater
opportunity for improvement and pinpointing of the areas of
weakness.