2. Building brand reputation from the inside out
Sean Trainor

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

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

5. 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

6. 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

7. 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

14. Thank you
tel: +44(0)