Internal Branding - A Brand-Builder for your Personal Brand

The New World Of Work Egonomics The Internal Brand Manager

BenefitsBenefits ס Access to the Entire Company ס Visibility throughout all levels of the organization ס Design your own job ס Opens door to talk to partners, peers, competitors, etc ס Visibility externally ס Access to the Entire Company ס Visibility throughout all levels of the organization ס Design your own job ס Opens door to talk to partners, peers, competitors, etc ס Visibility externally VIP

Innovative Colorful Honest Creative Smart Solid Reliable Adventurous Irreverent Customer Focused Caring Stubborn Funky Driven Outrageous Reliable Bold Brand Perceptions

CONSISTENCY CLARITY CONSTANCY You Can’t Spell Brand Without the Letter “C”

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

Leaders/Executives Employees Partners/Alliances Customers Shareholders

ס The Brand is managed by your marketing department, but everyone in the (and outside) has a role in expressing it ס Perform a baseline assessment ­ Customers ­ Prospects ­ Executives ­ Employees ­ Partners ס The Brand is managed by your marketing department, but everyone in the (and outside) has a role in expressing it ס Perform a baseline assessment ­ Customers ­ Prospects ­ Executives ­ Employees ­ Partners Your Brand Community

Leaders/Executives Employees Partners/Alliances Customers Shareholders

Leaders/ExecutivesLeaders/Executives ס Set the scene ס Exemplify the Vision, Mission, Values ס Augment corporate Brand attributes ס Exude the Brand in all that they do ס Set the scene ס Exemplify the Vision, Mission, Values ס Augment corporate 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 Shareholders

EmployeesEmployees ס Multiply your Brand value by the number of people in your organization

S Vs. A

The Power of Positivity

Turn Employees into Brand Ambassadors 1. Awareness 2. Education 3. Buy-in 4. Actions 5. Results 6. Recognition 1. Awareness 2. Education 3. Buy-in 4. Actions 5. Results 6. Recognition

The Goal ס Engaged ס Committed ס Positive ס Ambassadors ס Engaged ס Committed ס Positive ס Ambassadors

EmployeesEmployees 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 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 Shareholders

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 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 Shareholders

CustomersCustomers ס The best form of advertisement is a loyal customer ס Give them a unique and consistent experience ס Turn them into evangelists 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 Awareness ס Connection ס Loyalty ס Evangelism ס Awareness ס Connection ס Loyalty ס Evangelism

Mapping The Customer Experience 7. Sales Presentation 2. Web Site 1. Tele-sales Direct mail 4. Brochure Materials 5. Demo/ Trial 3. Phone Request More Info 8. Buys Product 6. Contact Me 10. Offer to Buy Services 9. Calls Customer Support

ExerciseExercise ס Mapping your customer experience

Your Brand Community Leaders/Executives Employees Partners/Alliances Customers Shareholders

ShareholdersShareholders ס Annual Report ס Get them involved ס Annual Report ס Get them involved

The Internal Branding Pyramid

Recognition Measurement Behaviors Expression Ideology

Before Your Climb the Pyramid ס Where are you? ­ Baseline ­ Buy-in ­ Commitment ס Where are you? ­ Baseline ­ Buy-in ­ Commitment

Where Are You? ס Have MVV? ס Have a brand positioning? ס Understand external perceptions? ס Aware of current and impending challenges? ס Have brand awareness relevance targets? ס Have MVV? ס Have a brand positioning? ס Understand external perceptions? ס Aware of current and impending challenges? ס Have brand awareness relevance targets?

Baseline – Internal Brand Audit סWhat do employees think about the brand? סHow different are their perceptions from customer perceptions and brand aspirations? סHow do the perceptions vary in the organization? סWhy do they have their perceptions? סWhat is being communicated and what is not? סWhich organizations are communicating? סWhat are all the communications points from job interview through retirement? סWhat do employees think about the brand? סHow different are their perceptions from customer perceptions and brand aspirations? סHow do the perceptions vary in the organization? סWhy do they have their perceptions? סWhat is being communicated and what is not? סWhich organizations are communicating? סWhat 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 ס Qualitative or Quantitative ס Demographic data ­ What orgs excel/need more focus ­ What demographic characteristics link best with the brand

Projective Exercises What Are Your Corporate Brand Attributes? Who Are the Best People in Your Company to Ask? What Makes Your Company Different?

Employee Survey ס Qualitative to start ס Quantitative after ס WW ס Facilitated by external organization ס Used consistent study guide ס Qualitative to start ס Quantitative after ס WW ס Facilitated by external organization ס Used consistent study guide

ExerciseExercise ס Build your baseline brand survey

Buy in סCEO or COO סVP HR סYou סCEO or COO סVP HR סYou

Getting Buy-in ס Briefed CEO ס Commitment from SVP Marketing ס Sponsorship from VP HR ס Led by Brand Champion ס Briefed CEO ס Commitment from SVP Marketing ס Sponsorship from VP HR ס Led by Brand Champion

Getting Buy in ס WIIFM

ExerciseExercise ס Who are the people you need in your organization?

CommitmentCommitment סIt is not a one-time event סAll branding builds over time סYour organization has to value its brand סIt is not a one-time event סAll branding builds over time סYour 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 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