Imagine:

• Your organization’s brand promise is consistently delivered at every customer interaction.

  Employees understand what the brand stands for, what resources are available to support it, and how to use them.

  Potential customers understand why your brand is different from the competition.

  Existing customers recommend how user-friendly your products and services are.

  All your creative teams are developing customer communications that are powerful, memorable, and brand-aligned.

  Changes to the brand are seamlessly integrated, communicated, and implemented.

A clear understanding of an organization’s brand is an invaluable tool for guiding decision-making at all levels. To achieve this, we work with organizations to develop a clear and concise definition of what makes them unique and valuable in the marketplace.

We then help to communicate and deliver on that positioning through brand systems. Systems that solve for materials, messages and experiences, but also go below the surface to address the root cause of many problems–including processes, roles, and incentives. Systems that work across all points of customer and shareholder contact to create clearer messages, operating efficiencies, and a more integrated, user-friendly customer experience.

As the diagram above shows, Brand Integration projects fall into one of two categories—either Enterprise–Wide, where we address the entire organization, or Category–Specific, where we work within an existing brand to optimize a single category.

At Modulor, our Brand Integration work is guided by the following five principles:

1. In dynamic organizations, brand identity management is an ongoing challenge, not a one-time event.

2. Brand is the sum of what consumers experience. Brilliant advertising campaigns help shape perceptions, but they don’t cancel out frustrating forms, long wait times, and the hundreds of other interactions that consumers have with a brand.

3. Brands don’t get credit for the ideas they generate, only for the ideas they implement. 

4. Change management is as important as design to any successful brand transformation initiative.

5. Solving for both the customer experience and internal operations produces better solutions than approaching either in isolation.