A primer on internal branding
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A Primer on Internal Branding
September 2014
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Strong brands bring big benefits
Bra
nd
Att
ribute
sDifferentiationRelevanceQualityPersonalityValueConsistencyCommunity
Busi
ness
B
enefitsPrice Premium
LoyaltyMarket ShareAdvocacyBrand ExtensionReputation HaloRecruitment
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Brands from concept to reality
You’ve done customer research. Looked at the market. Come up with a smart strategy to define, clarify or update your brand. NOW WHAT?
Even the most resonant, compelling brands must get from concept to reality. Brands need to become credible and real in the minds (and hearts) of consumers through execution. Though logos and ads are nice, you need to actually deliver on the brand promise to build equity.
And that’s requires more than a marketing plan….
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Our premise
A brand promise, or identity, cannot be credible – and become real – without the support and dedication of your staff. Employees ultimately are the brand - whether through their products, behavior, commentary and/or field service.
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Making your brand a reality…
HOW do you deliver on your
(new) brand promise?
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Making your brand a reality…
How do you deliver on your
(new) brand promise?
EMPLOYEES
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Use a holistic, strategic approach
Proactively look at all the factors that shape your
employees’ ability and willingness to deliver on the brand promise. Then make sure your activities at these touch points are relevant,
aligned and effective.
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Requirements of internal branding
Informed
Trained
Supported
Motivated
Employees need direction and support…
…before they can deliver on the brand promise
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Put another way…
Inform
Brand
Culture
Purpose
Market
Train
Work Requireme
nts
Products/Services
Roadmap
Strategy
Support
Tools
Training
Coaching
Collaboration
Motivate
Incentive/Recognition
Mission/Values
Leadership
Participation/Dialogue
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Are these employees “on brand?”
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Branding from the inside out
Brand
DNA
Consumer Insights
Market Trends
Competitive
Landscape
Employee Insights
Ideally, a brand identity should be shaped not just by external market research and planning, but also by internal realities like company culture and employee insights. The best brands reflect
and reinforce their company’s workplace culture.
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The gap between ability and desire
Employees being able to deliver on the brand promise is the price of entry. Employees being motivated – even passionate – to live the brand is the real goal, and a much higher bar. That requires sustained employee engagement: alignment, productivity, passion and loyalty.
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Strive for employee advocacy
Customers won’t believe in your brand if your employees don’t… Believe in it Act on it Talk about it Promote it Defend it
Mobilize your employees to be your brand ambassadors
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The ultimate goal: Engagement
Engaged employees are: informed, motivated, productive, loyal, even passionate
(Happy) employees can also be very effective advocates for brand, company
Key engagement metrics include: Alignment with manager Satisfaction with job Likelihood to recommend
job Intent to stay or leave
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Internal Branding services
Executive Coaching
Advocacy Programs
Brand Workshops
Internal Campaigns
Training Modules
Incentive/Recognition Programs
Organizational
Assessments
Orientation Programs
Employee Surveys &
Audits
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Questions or comments?
bernie@thintwicecommunications.comwww.thinktwicecommunications.com
512-897-7359
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