1. Internal Branding - A Brand-Builder for your Personal Brand

2. The New World Of Work Egonomics The Internal Brand Manager

3. 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

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

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

6. 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.

7. Your Brand Community

8. Leaders/Executives Employees Partners/Alliances Customers Shareholders

9. 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

10. Leaders/Executives Employees Partners/Alliances Customers Shareholders

11. 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

12. Leaders/Executives Make a Major Impact

13. Leaders/Executives Make an Impact

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

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

16. S Vs. A

17. The Power of Positivity

18. 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

19. The Goal ס Engaged ס Committed ס Positive ס Ambassadors ס Engaged ס Committed ס Positive ס Ambassadors

20. 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

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

22. 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

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

24. 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

25. Customer Attraction ס Awareness ס Connection ס Loyalty ס Evangelism ס Awareness ס Connection ס Loyalty ס Evangelism

26. Mapping The Customer Experience 7. Sales Presentation 2. Web Site 1. E-Mail 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

27. ExerciseExercise ס Mapping your customer experience

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

29. ShareholdersShareholders ס Annual Report ס Get them involved ס Annual Report ס Get them involved

30. The Internal Branding Pyramid

31. Recognition Measurement Behaviors Expression Ideology

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

33. 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?

34. 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?

35. 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

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

37. 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

38. ExerciseExercise ס Build your baseline brand survey

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

40. 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

41. Getting Buy in ס WIIFM

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

43. 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

44. 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

45. The Internal Branding Pyramid Recognition Measurement Engagement Behaviors Expression Ideology