Building brand reputation from the inside out Sean Trainor

WHY "The purest treasure mortal times afford, Is spotless reputation" Shakespeare

“A brand is what a brand does” SAY WHAT DO HOW VALUES

ENGAGEMENT “Get your people to believe that what they do is important and get out of their way while they get on with it” Jack Welch SAY WHAT DO HOW WHY

Centred around an organising thought. A Virtuous Cycle Centred around an organising thought. SAY WHAT DO HOW HOW YOU SAY IT WHAT YOU SAY VISION & VALUES HOW YOU DO IT WHAT YOU DO

Functional Focus WHAT Corporate Communications functions focussed on the message (what you say) Brand & marketing focussed on how Tone of voice, Visual Identity and Channels (how you say it) Line managers focussed on operations (what you do) HR focussed on behaviours (how you do it) Line Managers Corporate Comms Human Resources Brand & Marketing VISION & VALUES DO SAY HOW

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