Internal Branding Activating Your Internal Brand Assets
Memory Story ס ס ס Vision Foundation Four steps Madonna Three Cs Emotion ס ס ס Map Starbucks Six Pyramid Customers Award
Rules ס ס Have fun! Ask questions Take risks ______
Outcomes
What Are Your Concerns?
What Are We Going to Talk About? ס Introduction and background ס Overview of branding ס Understanding ALL your brand assets ס Internal branding ס The 6 -step process for internal branding ס What’s next?
Branding The Big Picture
Branding – the Big Picture ס Branding defined ס Dispelling myths ס Why brand? ס The evolution of modern branding
What is a Brand? ס A relevant, enduring and distinctive promise of value
The World’s Top 25 Source: Inter. Brand
Authenticity
Mr. Jones’ Apple Pie
Branding Has Been Around Since Pre-industrial Times
Branding Has Been Around Since Pre-industrial Times
Silicon Valley
Extending Our Reach
Today, Everything is a Brand
What Are the Benefits of a Strong Brand? ס Establish a focal point for employees and partners ס Attract and retain high-value employees ס Increase employee commitment and satisfaction ס Develop strong alliances and gain leverage in partnerships ס Develop Customer evangelists
Benefits of One Commission
So, Why Internal Branding?
Employees – the Emotional Connection ס They are the link to your customers ס Ensure engagement and commitment ס Ensure they leave as ambassadors
Impact on Bottom Line ס Ritz Carlton One of most profitable Employee Satisfaction Accounts for 39% of Company Performance
Employees No Longer Satisfied With the 9 To 5 ס Satisfied workers are 33% more productive ס More employees prefer ‘An organization they can believe in’ than more money
Branding is About Emotion ס Rational Brand attributes are a foundation ס People make the brand come alive
The Evolution of Modern Branding Industry CPG All For Whom What Highest Level How Who was Involved Marketing/Advertising Integrated Mktg/ All media Marketing Organization Entire Organization 1920 s NOW
What Makes Up Your Organization’s Brand? “The Brand is the amusement park. The product is the souvenir. ” /Nick Graham ס All physical Assets ס All the people in your organization ס All corporate communications + +
Executives Employees Brand Community Pe opl e Emotional Corporate Brand Assets Loyal Customers Communications: Brand Foundation Partnerships Offerings Physical Assets Things Rational Names, Logo, Tag line, Pkg, TMs, Advertising, etc.
Brand Foundation ס Rational brand attributes ס Gets you into the game
Communications Media ס Identity system All the senses ס All communications
Brand Community ס It’s all about emotions
Turning Your Brand Promise Into Brand Reality Customer Experience C Clarity C Consist ency C Const ancy Customer Expectations Brand Promise Brand Attributes Vision, Mission, Values Relevance Trust Continuity
The Intersection of Societal Trends Egonomics The New World Of Work
St ub bo rn Brand Perceptions Honest tive rea C us ro tu Ir en re dv ve A re Smart le nt ab Funkly ei R lid eliable So R ul rf olo C Caring Custome r Focused iven Dr us Innova eo tive ag tr Bold Ou
You Can’t Spell Brand Without the Letter “C” CLARITY CONSISTENCY CONSTANCY
Madonna - The Chameleon Brand Dynamic Bold Trend Setting Strong Shocking Unexpected Female Talented I Set The Trends, staying one step ahead and never looking back.
Your Brand Community
Your Brand Community Leaders/Executives Employees Partners/Alliances Customers
Your Brand Community ס Everyone in (and outside) the organization has a role in expressing the brand ס Perform a baseline assessment Executives Employees Partners
Your Brand Community Leaders/Executives Employees Partners/Alliances Customers
Leaders/Executives ס Set the scene ס Exemplify the Vision, Mission, Values ס Augment organizational brand attributes ס Exude the brand in all that they do Vision Mission Values
Leaders/Executives Make a Major Impact
Leaders/Executives Make an Impact
Your Brand Community Leaders/Executives Employees Partners/Alliances Customers
Employees ס Multiply your Brand value by the number of people in your organization
The Power of Positivity
Turn Employees into Brand Ambassadors 1. 2. 3. 4. 5. 6. Awareness Education Buy-in Actions Results Recognition
The Goal ס ס Engaged Committed Positive Ambassadors
Employees ס Deliver on the corporate brand in a way that enables them to express their personal brands ס Not about Robots ס Not about being someone you are not
Your Brand Community Leaders/Executives Employees Partners/Alliances Customers
Business Partners/Alliances ס Extend your Brand ס Give them the tools Identity standards Materials ס Hold a Brand Day ס Include all members of your Brand eco-system ס Acknowledge their support
Your Brand Community Leaders/Executives Employees Partners/Alliances Customers
Customers ס The best form of advertisement is a loyal customer ס Give them a unique and consistent experience ס Turn them into evangelists
Customer Attraction ס ס Awareness Connection Loyalty Evangelism
Your Brand Community Leaders/Executives Employees Partners/Alliances Customers
The Internal Branding Pyramid
The Internal Branding Pyramid Recognition Measurement Behaviors Expression Ideology
Before Your Climb the Pyramid ס Where are you? ס Baseline ס Buy-in ס Commitment
Where Are You? Have MVV? Have a brand positioning? Understand external perceptions? Aware of current and impending challenges? ס Have brand awareness relevance targets? ס ס
Baseline – Internal Brand Audit ס ס ס What do employees think about the brand? How do the perceptions vary in the organization? Why do they have their perceptions? What is being communicated and what is not? Which organizations are communicating? What are all the communications points from job interview through retirement?
Employee Survey ס Qualitative or Quantitative ס Demographic data What orgs excel/need more focus What demographic characteristics link best with the brand
Projective Exercises
Employee Survey ס Qualitative to start ס Quantitative after ס WW ס Facilitated by external organization ס Used consistent study guide
Exercise ס Build your baseline brand survey
Buy in ס Leaders ס HR
Getting Buy-in ס Commitment from senior leaders ס Sponsorship from HR ס Led by Brand Champions
Getting Buy in ס WIIFM
Exercise ס Who are the people you need in your organization?
Commitment ס It is not a one time event ס All branding builds over time ס Your organization has to value its brand
Getting Commitment ס Developed 5 year plan with metrics ס Obtained commitment from key execs for long-term plan ס Obtained budget and resources
The Internal Branding Pyramid Recognition Measurement Engagement Behaviors Expression Ideology
Ideology
Ideology ס Mission, Vision & Values ס Belief systems ס Create the rules of engagement
The Lotus Ideology ס Connected Communities that Shrink the World; Access to Ideas that Expand it. Customer Focus Diversity – respect for others Risk Taking Communication Integrity Fun! Collaboration/Team Work Honesty Communication Creativity Partnership
Expression
Expression ס Proposition Assessment - differentiation ס Expression Audit – touch point audit visual and verbal expressions of the brand ס Anthropological Study – behaviours and actions are observed in real life situations consultants interacting, especially in a service focused organization
Brand Assessments contextual internal external
Example ס Core promise – simplifying home and life California Closets ס Active listening not hard sell, easy to buy, visual aids, simplify ס On time, ask, don’t provide more details ס Convenience, control, connection
The Lotus Expression ס Communications ס Partnerships with customers
Behaviors
Behaviors ס Credo ס Rules of Engagement ס Behavioral Definitions – certain words Ritz ס Tone of Voice Guidelines ס Messaging
The Lotus Behaviors ס Respond within 24 hours ס Email communications skills
Credo ס Tactical, operationalized belief points come alive ס Disney you are a cast member ס California Closets value time appointments - never late
Engagement
Take It Up A Notch ס L&D Partnering ס Training/Coaching ס Pilots ס Programming ס Launch Plans ס Communications Plans ס Steps 1 -4
Turn Employees into Brand Ambassadors Employees execute the mission and live and breathe values of the company 1. Awareness 2. Education 3. Buy-in 4. Action 5. Results 6. Recognition
Employee Lifecycle Commitment Introduction Separation
Introduction ס Awareness through job acceptance
Commitment ס Understands the vision and mission ס Lives the values ס Delivers on brand attributes ס Motivates others to do the same ס Builds the brand outside of work
Employee Tenure
Separation ס Want them to leave as ambassadors
Exercise ס Create the employee life-cycle for MNCPPC
What’s In it For Me? ס WIIFM
1. Awareness ס Live in the Inquiry ס Revise all off brand materials ס Internal web sites
Stories Make Your Brand Memorable ס Emotional ס Memorable ס Engage whole brain
Brand Brain
Exercise ס Tell Your Story
Awareness ס Web site for potential employees ס Interview process ס New hire orientation Brand speaker “Being Yellow” video Brand game ס Welcome letter at home ס Brand Day Appearance
Awareness ס ס ס Current ads New launch internal promotion Meeting rooms and areas World maps Diversity training, diversity day, diversity bonus
2. Education ס ס ס Use all existing communications tools From new hire orientation Work with Training and Development Exec Work with senior leaders to teach leaders Build new tools if required
Four Steps to Learning Unconscious Competence Conscious Incompetence Unconscious Incompetence
Every Educational Activity ס Existing Sales kick-off Training and Development offerings Off-sites ס New offerings
Who Gets It Managers
Building a Strong Brand Clarity Consistency Constancy
Madonna The Chameleon Brand
3. Buy in ס Identify Brand Stewards ס Get them talking
Keys to Buy-in ס Advance Knowledge ס Programs that promote the brand ס Opportunity to contribute ס EMPOWERMENT
Buy In ס I AM
4. Action ס Involve them ס Have employees contribute creative ideas ס Sales people
Action ס Creating emotional connections required emotionally intelligent employees
Five EQ Competencies ס Intentionality ס Communications Listen Talk Recognize Reward ס Constructive Discontent ס Creativity ס Resilience
Richard Branson The Intrepid Brand Innovative Bold Maverick Risk Taker Successful Competitive Boundless There are no limits to what I can do.
Lotus Engagement ס Mid manager leader programs ס New employee orientation ס Intranet
Connecting Employees and Customers ס The road show
Action ס Pro-activity ס Apply for a grant inside the company –time and resources
Measurement
Lotus Measurement ס ס ס Brand awareness Positive and negaive attributes Employee satisfaction Customer satisfaction Overall profitability
Results and Recognition
5. Results ס Show ‘em the money ס Link the Brand to results
Lotus Results ס Audit results
6. Recognition ס Develop Brand stewardship awards
Lotus Recognition ס Brand Steward Awards
What About the Nay Sayers ס What are the reasons people say no?
Lotus Recognition ס Brand Steward Awards ס Brand Day Appearance
In Summary ס Your organization has many brand assets ס Your human brand assets are critical to “The Brand is the building brand value amusement park. The product is ס Understand the internal ‘state of the brand’ the souvenir. ” ס Get the right buy in /Joe Boxer ס Ensure commitment ס Climb the internal branding pyramid ס Remember our story ס Follow the 6 step process
www. reachcc. com ? it’s within williamarruda@reachcc. com tm
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