fueling business transformation
consulting| solutions | outsourcing
branding strategy
last updated xx.xx.xxxx
contents
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
process
deliverables
brand
identity
liquidhub
brand intentions
positioning statement
brand attributes
value proposition
elevator pitch (long)
elevator pitch (short)
tags
symbology
2010 brand themes
brand element catalog
appendix
2
process
1
determine: what you’re branding
2
research: customers, market, products, services, competitors
3
position: define the market in which you will compete and your uniqueness
4
define: brand in terms of promise, benefit, services, client experience
5
develop: brand identity in terms of logo, colors, tagline, signature elements
6
launch: ads, promotions, presentations, demos
7
manage: consistent brand experience & usage rules
“consistency builds valuable brands”
David Ogilvy, “The Father of Advertising”
3
deliverables
positioning statement
the promise the brand makes to its audiences and the competitive position it seeks to own.
an internal statement that serves as a rallying cry and strategic guide for the organization.
brand attributes
the values or beliefs that are core to its character – what people can count on from the brand.
elevator pitch
a brief verbal summary (20-60 seconds) of LiquidHub, its services and value proposition
tagline
a crisp & engaging phrase that communicates the spirit of the positioning for all stakeholders.
symbology
portfolio of identity elements associated with the brand – logos, typeset, color palette, etc…
“the whole point of getting things done is knowing what to leave undone”
Dwight D. Eisenhower, American 34th President
4
brand
sells computers, digital music & phones
stands for thinking differently
sells animated entertainment
stands for making dreams come true
sells coffee
stands for daily inspiration
“brands are promises that create trust & emotional attachment”
Al Ries, Brand Strategist
5
brand identity
attributes: physical characteristics
symbols: elements of identity associated with the brand
heritage: experiences and messages received
personality: attributes, values & persona the brand projects
“a brand is a living entity – enriched over time, the product of a thousand small gestures”
Michael Eisner, CEO, Disney
6
sells IT services
stands for fueling business transformation
“a brand name is more than a word. it is the beginning of a conversation”
Robert Haas, Levi Strauss
7
our brand intentions
1
create awareness
2
build brand equity
3
establish differentiation
4
increase gross margin per service
5
increase enterprise value
“consistency builds valuable brands”
David Ogilvy, “The Father of Advertising”
8
positioning statement
Clients call us when they
want the optimal mix of a
boutique (niche focus,
superior client experience,
accommodating business
partner) and bulge-bracket
(accessible experts, risk
mitigation, financial stability)
consulting firm.
W are unique because we are
small enough to care, but big
enough to deliver.
“your brand is created out of experience your clients have of you”
Scott Livengood, CEO, Krispy Kreme
9
our brand attributes
Our philosophy is fueled by an innovative approach to enterprise
architecture. LiquidHub is motivated to discover and deploy the most
effective and creative solutions to add value to our client’s initiatives. We to
seek to deliver this success one client, and one engagement, at a time.
innOvative
energetic
We are an energetic group of talented technologists and business leaders who
bring passion and enthusiasm to our client’s business challenges. We aim to
harness the power of new business paradigms and information technologies
compassionate
We are compassionate, committed to empowering our clients, associates and
the community to reap tangible and ongoing benefits in all facets of their
personal and professional lives.
agile
We are an agile organization, able to swiftly and nimbly activate
our resources, ideas and solutions on our client’s behalf.
“a brand is a living entity – enriched over time, the product of a thousand small gestures”
Michael Eisner, CEO, Disney
10
our value proposition equation
our people
our solutions & assets
Strategy
Services
Portfolio
superior client experience
Outsourcing
Services
Portfolio
Solutions
Portfolio
“LiquidHub is so easy to work with”
“LH has really sharp, professionals”
“LiquidHub made me look like a hero”
“Hubbers understand architecture”
+
Navigator
Methodology
Enterprise
Architecture
Philosophy
Agile
Methodology
=
business transformation
business challenges solved
Vertical
Industry
Insights
ESTR
Technology
Industry
Insights
increase revenue reduce cost
increase profits
comply with regulations retain customers improve UX
boost workforce efficiency
optimize asset utilization
proactively manage risk
generate insights
“customers want brands that are narrow in scope & distinguishable by a single phrase.”
Al Ries, Brand Strategist
11
elevator pitch (long ride)
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
“experiences are as distinct from services as services are from goods”
Pine & Gilmore, “The Experience Economy: Work is Theatre & Every Business is a Stage”
12
elevator pitch (short ride)
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore
magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum
be crisp
13
tagline & sub-tagline
tagline rationale:
 proactive, actionable, and leadership
 connects company name to fuel: agile, viscose and swift
 implies solutions and end-benefits
fueling business transformation
strategy | solutions | outsourcing
top-level expression:
 implies a process that integrates leading-edge technology, thought
leadership and committed minds to deliver success in a competitive
marketplace
 every single day. it’s not just a promise. it’s here. it’s LiquidHub.
sub-tagline rationale:
 consistent with current industry sub-tag line standards
 connects company name to 3 service portfolios
 implies full lifecycle – from strategy to outsourcing
be extraordinary
14
symbols portfolio
our logo
our color palette
our typeset
cambria
R: 057
G: 057
B: 343
R: 057
G: 057
B: 343
R: 057
G: 057
B: 343
R: 057
G: 057
B: 343
R: 057
G: 057
B: 343
“i’ve never lived in a building without my name on it”
Ivanka Trump
15
key 2010 branding themes
1
re- fresh success stories with a focus on business outcomes in key verticals
2
re-design web site to better reflect our brand personality
3
re-invigorate thought leadership content in a timely manner via new media
4
build awareness of horizontal, “vorizontal” and vertical services & solutions
5
coordinate presence at speaking engagements & key industry conferences
6
generate media exposure in vertical publications & web properties
7
create compelling and unique marketing events
“i've got my kids brainwashed: You don't use Google, and you don't use an iPod.”
Steve Ballmer, CEO, Microsoft
16
brand element treatment
brand element
role
execution
LiquidHub is a global technology consultancy focused on
fueling business transformation through next generation
architectures, social media & analytics.
We are different because we are small enough to care but
big enough to deliver.
The promise the brand makes to its
audiences & the competitive position it
seeks to own. Strategic inspiration & guide
for the messaging architecture and all
subsequent marketing communications.
 The “internal” rallying cry
 “Fueling business transformation” will be
used externally in marketing
communications (marcom), sales
materials, web site & packaging
attributes




Innovative
Energetic
Compassionate
Agile
The attributes that are core to the brand
character – what people can count on
from the brand.
. Celebrated “internally”
 Translated into messaging and
messaging copy for marcom and sales
materials, website, and other media
personality




Innovative (smart, creative)
Energetic (enthusiastic, passionate)
Compassionate (caring, human)
Agile (flexible, lean)
How the brand relates to its audiences
with its distinctive tone and manner.
 Celebrated internally
 Translated into editorial tone and
graphic design and then communicated via
marcom materials, website and other
media.
 tagline: fueling business transformation
 sub-tagline: strategy | solutions | outsourcing
A phrase that communicates the spirit of
the positioning and is used externally.
 Created to be external-facing
 Used in marcom and sales materials, on
the website. Central to creative asset
development
vision
to fuel business transformation through next generation
business paradigms, enterprise architecture & digital
technologies
The overarching goal for that drives the
company but can never be fully achieved.
A supporting element.
 Website
 Marcom materials
mission
to build a premier global technology consultancy with a
focus on trusted client & associate relationships
How the brand executes on the vision
A supporting element.
 Website
 Marcom materials
positioning
taglines
defined
“we sell cosmetics, but much more than that. think of it as skin, care and attitude”
Anita Roddick, Founder, The Body Shop
17
services (solutions) conceptual roadmap
2010
exist
build
2011
horizontal services
“vorizontal” services
A collection of IT management consulting, IT
engineering &IT support capabilities to solve specific
generic business (e.g., reduce cost) and technical (e.g.,
manage content) challenges
A collection of our horizontal capabilities marketed to
specific verticals (banking, capital markets, insurance
and healthcare) to solve specific vertical challenges
(e.g., reduce claim cost per member)
IT Management Consulting Capabilities
FSI “Vorizontal” Services
 IT Strategy
(people, process, technology)
 Enterprise Architecture
 Sub-Strategies:
(BA, AA, DA, IA)
Data, ECM, Portal, PORT …
IT Engineering Capabilities
 Java
Architecture & Development
 IT Management
Consulting Capabilities
 IT Engineering
 IT Support
Capabilities
HC “Vorizontal” Services
 IT Management
Consulting Capabilities
 Microsoft
Architecture & Development
 IT Engineering
 Oracle DB
Architecture & Development
 IT Support
 SharePoint Architecture
Capabilities
Capabilities
Capabilities
buy
2012
vertical services
A collection of vertical services in FSI and HC markets
to solve specific vertical challenges
FSI “Vertical” Services
 Risk Management
 Global Claims
Advisory
Strategy
 FSI M&A Data Synchronization
FSI Engineering Capabilities
 Eagle Platform Architecture
 Guidewire Architecture
& Development
& Development

& Development
IT Support Capabilities
 Managed Applications
 Help
Desk
18
fueling business transformation
strategy | solutions | outsourcing
Appendix A:
Branding & Marketing Reference Materials
19
what is the purpose of branding?
Create, build, maintain & protect a
positive image, high awareness and
service preference in clients’ minds
in order to increase revenue & profit
1st rule of branding: always be branding (abb)
20
economic benefits of strong brand
increase (premium) pricing: seen as higher value add & lower risk
decrease cost of sales
increase status (awareness)
decrease employee turnover
increase market share
decrease cost of promotion
consistency builds valuable brands
21
brand & brand jargon
brand
…identity
…image
…ing
…positioning
…management
…equity
a promise about who you are and what benefits you deliver that gets reinforced every time people come
into contact with any facet of your or your business
the outward expression that visually represents your brand [name, logo, typeface]
the set of beliefs about what your brand is and what is stands for that exists in the customers’ mind as a
result of associations with you and your name
the process of building a positive collection of perceptions in your customers’ mind
how your brand fits in with and relates to various other brands
controlling the presentation of your brand identity & message through all media channels
value of brand as an asset based on its quality, reputation and recognition
image is everything ● perception is reality
22
the brand: facade & foundation
name
logo
web site
advertising
marketing
packaging
company culture
mission
vision
values
executive leadership
sales operations
delivery operations
back-office operations
facade
foundation
moment of truth #1: purchase decision ● moment of truth #2: delivery
23
product branding is easy
commodity
brand
water
sneakers
luggage
product marketing tactics are well-established ● products can be demonstrated
24
service branding is difficult
A professional services buyer purchases on 2 conditions:
1
based entirely on the belief in your brand promise
2
needs to believe that her expectations will be met
professional services marketing is marketing the intangible, the invisible
25