DJ Sprague

Begin your marketing integration journey by thinking about your brand persona or personality, and what effect or feeling you want it to have on your primary target audience.

Think of how your brand persona will resonate across the entire communication spectrum. Think about how the collective brand touch points will impact your buyer persona, and what feelings or impressions they are likely to have and remember.

Think about the visual impact of everything, the smells, the sounds, the taste, and the tactile feel of everything physical and tangible.

Begin with the end in mind, and work every detail backwards from that core vision.

This is how Walt Disney began formulating his vision and design for Disneyland, the happiest place on earth.

Not that your brand needs to be a Disney production, but formulating a solid and detailed vision of how you want your customers to experience, perceive and talk about your brand is important. Lexus did this quite well, and took an ordinary Toyota and turned it into a top luxury brand almost overnight by adhering rigidly to their standards and vision for their brand persona.

I actually owned the first Lexus, a 1990 ES 250, and yes, it was a Camry, it even had the same Toyota part numbers.