Truly integrated branding
Joseph LePla, Susan Davis & Lynn Parker
An integrated brand is one in which every part contains the whole, where every action is based on the brand. The difference between integrated branding and branding which only focuses on communication tools to build awareness, is that integrated branding guides all actions within the company: in senior management, product or service development, sales, human resources operations, marketing, and customer service.
For the integrated branding process to work its full magic, there are three key areas that a company must explore and execute thoroughly: