Fueling business transformation consulting| solutions | outsourcing branding strategy last updated xx.xx.xxxx

fueling business transformation

consulting| solutions | outsourcing

branding strategylast updated xx.xx.xxxx

3. process4. deliverables5. brand6. identity7. liquidhub8. brand intentions9. positioning statement10. brand attributes11. value proposition12. elevator pitch (long)13. elevator pitch (short)14. tags15. symbology16. 2010 brand themes17. brand element catalog18. appendix

contents

2

process

“consistency builds valuable brands”David Ogilvy, “The Father of Advertising”

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

3

deliverables

“the whole point of getting things done is knowing what to leave undone”Dwight D. Eisenhower, American 34th President 4

positioning statementthe 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 attributesthe values or beliefs that are core to its character – what people can count on from the brand.

taglinea crisp & engaging phrase that communicates the spirit of the positioning for all stakeholders.

elevator pitcha brief verbal summary (20-60 seconds) of LiquidHub, its services and value proposition

symbology portfolio of identity elements associated with the brand – logos, typeset, color palette, etc…

brand

“brands are promises that create trust & emotional attachment”Al Ries, Brand Strategist

sells computers, digital music & phones

stands for thinking differently

sells animated entertainment

stands for making dreams come true

sells coffee

stands for daily inspiration

5

brand identity

“a brand is a living entity – enriched over time, the product of a thousand small gestures”Michael Eisner, CEO, Disney 6

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 name is more than a word. it is the beginning of a conversation”Robert Haas, Levi Strauss 7

sells IT services

stands for fueling business transformation

our brand intentions

“consistency builds valuable brands”David Ogilvy, “The Father of Advertising” 8

1 create awareness

2 build brand equity

3 establish differentiation

4 increase gross margin per service

5 increase enterprise value

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positioning statement

“your brand is created out of experience your clients have of you”Scott Livengood, CEO, Krispy Kreme

9

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.

our brand attributes

“a brand is a living entity – enriched over time, the product of a thousand small gestures”Michael Eisner, CEO, Disney

innOvativeOur 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.

energeticWe 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

compassionateWe 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.

10

our value proposition equation

“customers want brands that are narrow in scope & distinguishable by a single phrase.”Al Ries, Brand Strategist 11

our people

Strategy Services Portfolio

our solutions & assets

Solutions Portfolio

Outsourcing Services Portfolio

Navigator Methodology

Agile Methodology

Vertical Industry Insights

ESTRTechnology

Industry Insights

+ =

reduce costincrease revenue increase profitscomply with regulations

business transformation

business challenges solved

superior client experience“LiquidHub is so easy to work with”

“LH has really sharp, professionals”

“LiquidHub made me look like a hero”

retain customers improve UX

boost workforce efficiency

“Hubbers understand architecture”

optimize asset utilizationproactively manage risk

generate insights

Enterprise Architecture Philosophy

elevator pitch (long ride)

“experiences are as distinct from services as services are from goods”Pine & Gilmore, “The Experience Economy: Work is Theatre & Every Business is a Stage”

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12

elevator pitch (short ride)

be crisp



13

tagline & sub-tagline

be extraordinary14

tagline rationale: proactive, actionable, and leadership connects company name to fuel: agile, viscose and swift implies solutions and end-benefits

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.


strategy | solutions | outsourcing 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

symbols portfolio

“i’ve never lived in a building without my name on it”Ivanka Trump 15

our logo

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

cambria

our color palette our typeset

key 2010 branding themes

“i've got my kids brainwashed: You don't use Google, and you don't use an iPod.”Steve Ballmer, CEO, Microsoft 16

1

2

3

4

5

6

7

re- fresh success stories with a focus on business outcomes in key verticals

re-design web site to better reflect our brand personality

re-invigorate thought leadership content in a timely manner via new media

build awareness of horizontal, “vorizontal” and vertical services & solutions

coordinate presence at speaking engagements & key industry conferences

generate media exposure in vertical publications & web properties

create compelling and unique marketing events

brand element treatment

“we sell cosmetics, but much more than that. think of it as skin, care and attitude”Anita Roddick, Founder, The Body Shop 17

Vm

positioning

attributes

personality

taglines

vision

mission

brand element defined

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.

Innovative Energetic Compassionate Agile

Innovative (smart, creative) Energetic (enthusiastic, passionate) Compassionate (caring, human) Agile (flexible, lean)

tagline: fueling business transformation sub-tagline: strategy | solutions | outsourcing

to fuel business transformation through next generation business paradigms, enterprise architecture & digital technologies

to build a premier global technology consultancy with a focus on trusted client & associate relationships

role

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 attributes that are core to the brand character – what people can count on from the brand.

How the brand relates to its audiences with its distinctive tone and manner.

A phrase that communicates the spirit of the positioning and is used externally.

The overarching goal for that drives the company but can never be fully achieved.A supporting element.

How the brand executes on the visionA supporting element.

execution

The “internal” rallying cry “Fueling business transformation” will be used externally in marketing communications (marcom), sales materials, web site & packaging

. Celebrated “internally” Translated into messaging and messaging copy for marcom and sales materials, website, and other media

Celebrated internally Translated into editorial tone and graphic design and then communicated via marcom materials, website and other media.

Created to be external-facing Used in marcom and sales materials, on the website. Central to creative asset development

Website Marcom materials

Website Marcom materials

services (solutions) conceptual roadmap

18

horizontal 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

Enterprise Architecture (BA, AA, DA, IA)

IT Strategy (people, process, technology)

Sub-Strategies: Data, ECM, Portal, PORT …

IT Management Consulting Capabilities

Microsoft Architecture & Development

Java Architecture & Development

Oracle DB Architecture & Development

IT Engineering Capabilities

“vorizontal” servicesA 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)

Help Desk

Managed Applications

IT Support Capabilities

2010 2011

FSI “Vorizontal” Services




SharePoint Architecture & Development

vertical services

A collection of vertical services in FSI and HC markets to solve specific vertical challenges

2012

FSI “Vertical” Services

Global Claims Strategy

Risk Management Advisory

FSI M&A Data Synchronization

HC “Vorizontal” Services




FSI Engineering Capabilities

Guidewire Architecture & Development

Eagle Platform Architecture & Development

exist build buy

Appendix A: Branding & Marketing Reference Materials 19


strategy | solutions | outsourcing

what is the purpose of branding?

1st rule of branding: always be branding (abb)

Create, build, maintain & protect a positive image, high awareness and service preference in clients’ minds

in order to increase revenue & profit

20

economic benefits of strong brand

consistency builds valuable brands

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

21

brand & brand jargon

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 businessbrand

…identity the outward expression that visually represents your brand [name, logo, typeface]

…image 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

…ing the process of building a positive collection of perceptions in your customers’ mind

…positioning how your brand fits in with and relates to various other brands

…management controlling the presentation of your brand identity & message through all media channels

…equity value of brand as an asset based on its quality, reputation and recognition

image is everything ● perception is reality22

the brand: facade & foundation

moment of truth #1: purchase decision ● moment of truth #2: delivery

namelogo

web siteadvertisingmarketingpackaging

company culturemissionvisionvalues

executive leadershipsales operations

delivery operationsback-office operations

facade

foundation

23

product branding is easy

product marketing tactics are well-established ● products can be demonstrated

commodity brand

water

sneakers

luggage

24

service branding is difficult

professional services marketing is marketing the intangible, the invisible

based entirely on the belief in your brand promise

needs to believe that her expectations will be met

A professional services buyer purchases on 2 conditions:

1

2

25

Documents

Fueling business transformation consulting| solutions | outsourcing branding strategy last updated xx.xx.xxxx