Before we get started, let’s define Integrated Marketing Communication as the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program designed maximize the impact on consumers and other end users at a minimal cost.  This is typically easier said than done but is something all companies should strive to implement and achieve (as marketers we should be doing our part to see this through). 

Here is where the fun learning begins.  Every Wednesday night at 8pm EST, Beth Harte and Anna Barcelos moderate a TweetChat on Twitter focusing on this very same subject.  It is an amazing collection of some of the brightest marketers, who gather together to share their knowledge and learn from each other.  This past week, Kim Brater (Co-founder of Ant Hill Marketing) was the special guest for a #IMCChat titled “Promises, promises! Can brands deliver & do customers keep them real?”  Below are some of the highlights in the form of 140 or less characters from this chat (the entire transcript can be viewed here).

Q1: How do orgs live their brand and deliver on their brand promise?

  • First thing? Have a clear brand promise and communicate it to the customer. Via @ADMAVEN
  • By instilling brand promise into everything they do. It’s not a campaign, but embedded through constant focus. Via @pprothe
  • The promise is (should be) part of the DNA of the brand. Via @CASUDI
  • First thing? Define your brand’s voice and value prop, then make sure your org/team/agency knows it. Via @BrianGroth
  • By establishing a culture that empowers and rewards employees for living it and holding each other accountable to it. Via @jeremyvictor (This was my favorite response.  Jeremy brought his “A game” to this chat so you will see several responses from him below.)
  • Internal adoption always should come before external communication. Employees should know what’s expected. Via @kimbrater
  • Look for your brand promise characteristics in the people you hire, it all starts by having the right type of people on the team. Via @jeremyvictor

Q2: How do orgs ensure that customers understand + embrace the brand promise?

  • I think customers are only impressed by actions. You can tell me anything. What do you DO? Via @RLMadMan (If you aren’t following Marjorie on Twitter, do so today.  Besides being a rockstar on several popular TweetChats, she is extremely creative, funny and engaging.)
  • A customer will only embrace the brand promise when it is consistently communicated in every brand touchpoint. Via @jeremyvictor

Q 2.5: How can orgs make sure their brand promise is accepted by customers and evangelized?

  • Reinforce it in print/online messaging, reinforce it in touchpoints, reinforce it consistently. Via @artrox
  • Create customer experiences that can become good stories. Be hyperfocused on turning negative experiences into positive ones. Via @jeremyvictor

Q3: If a brand promise is unclear, what should a company do? What’s the most important?

  • Definitely ‘define’ it’s message, to develop emotional connection and in itself the brand will be born. Via @myagenda
  • Define the promise using research. Then spread the word, internally to get buy-in, and then externally. Via @kevingrout

Finally the chat ended with questions regarding which companies deliver on their brand promise (i.e. Apple, Zappos, Southwest, Hermes, etc.) and which have failed (i.e. BP, Lehman Brothers, GM).   Please share your thoughts in the comments below and remember to check out the next #IMCChat – I highly recommend it.