Building the Team that Sells Your Brand - Wendt Partners Partners - Building... · People and Your...
Transcript of Building the Team that Sells Your Brand - Wendt Partners Partners - Building... · People and Your...
Building the Teamthat Sells Your Brand
Creating a culture of brand engagementinside and outside your organization.
W. Douglas Wendt
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Welcome
PresenterintroductionToday’s goalKey conceptsBackgroundFormat
What is a Brand?
CommonAssumptions:LogoColor paletteMarketing
materialsWebsiteTaglineSales pitch
Components of Your Brand
Elements
Attributes
Indicators
Brand Elements
ElementsMessagesMarketingMethods
Brand Attributes
AttributesProgramsProcessesPeople
Brand Indicators
IndicatorsEvidenceExperienceEndorsementEngagement
Summary: Brand ComponentsElements
MessagesMarketingMethods
AttributesProgramsProcessesPeople
IndicatorsEvidenceExperienceEndorsementEngagement
People and Your Brand
Who connects to yourbrand?
What attitudes andbehaviors impact yourbrand?
When do they connect?
Where do theyexperience your brand?
How do they interactwith your brand?
Who connects to your brand?
Anyone who needs tobelieve in yourorganization and act:
CustomersCurrentProspective
EmployeesCurrentProspective
Investors/DonorsCurrentTargeted
Board MembersStrategic PartnersOther Stakeholders
What impacts your brand?
Opportunities to actor influence others:
Purchasing decisionsVendor reviewsEmployee behaviorTalent developmentLeadership commentsBoard direction Investor prioritiesDonor developmentPartner commitments
When do they connect?
Direct encounters orindirect experiences:
In personOver the phoneVia emailOn your website In media coverageCustomer reviewsFollow-up processesDonor appreciation Investor presentationsBoard meetingsOnline blogs/ratingsThrough partners
Where do they connect?
Any physical or virtuallocation where yourbrand comes up:
Conversations withyour employees
Dialogue with othercustomers
In their own mindswhen competitorsappear in front of them
Through your workflowOrder fulfillmentBilling follow-up
When categorizingyour performance
How do they interact?
Any way that youprovide or that theydecide for themselves:
Real-time experiencesand impressions
Mental assumptionsand comparisons
Verbal and nonverbalcommunications
Post-experienceassessments
Water coolerdiscussions
Deciding to spendtime on new options
People and Your Brand
You directly controlvery little of the overallbrand experience.
You can indirectlyinfluence a great dealof the brandexperience.
The brand experienceimpacts a wide rangeof internal and externalpeople.
People and Your Brand
3 Common Pitfalls:
The greater the brandpromise, the easier itis for people to identifybrand failures.
People tend to rejectexternally-enforcedbrand requirements infavor of their ownperspectives.
Brand belief is won orlost by people 95% ofthe time.
People and Your Brand
3 Key Lessons:
Commit to your brandpromise across allaspects of yourorganization.
Provide reasons forindividuals to supportyour brand promisepersonally.
Value the role ofpeople as individualsand teams in makingyour brand work.
Building Your Brand Team
Partners
Customers
Employees
Leadership
Building Your Brand Team
Leadership
Brand Team: Leadership
BrandLeadership:ExecutivesOwnersBoard membersMajor investorsLeading donorsKey influencers
Brand Team: Leadership
Communicatorsare often…IntimidatedUnder layers of
managementDotted line to
executivesUntrained in MBA or
MPA languageExpense on the
balance sheet
Brand Team: Leadership
Communicatorstherefore should…Read the business or
strategic planUnderstand the reporting
structureFind opportunities to
meet investors, boardmembers, influencers,donors
Build their internalnetwork of support
Learn how financialdecisions are made
Building Your Brand Team
Employees
Leadership
Brand Team: Employees
All employeesimpact brandexperience
All employeesexperience theimpact of thebrand
Who leadsemployeeengagement?
Brand Team: Employees Begin with the chain of
command: CFO Director of HR
Create a pathway forreviewing employeeengagement: Quality of work life survey Perceptions Programs and resources Recruitment / retention Defined career paths Training and development Educational advancement
If you are an HR executive,connect w/communications Create a joint initiative Strengthen your position
Building Your Brand Team
Customers
Employees
Leadership
Brand Team: Customers
Who connectswith customers?SalesMarketingCustomer serviceAccountingOperationsFinancePartners
Brand Team: Customers
Customer engagement:
Review communicationsMarketing touch-points Contacts within customer
organizations Events and programs to
encourage loyalty Level of customer
utilization of yourservices
Use of customers forreferences, testimonialsand case stories
Audit messages acrossdepartments
Customer perceptions Identify ways to deeply
analyze customers
Brand Team: CustomersDepartmental cross-
collaboration:
SalesBelieves they own
the customerInternal advocate for
the customer againstthe ‘system’
MarketingBelieves they define
customerperceptions
Customer serviceCloses the gap
between sales over-promises and reality
Managesexpectations
Brand Team: CustomersDepartmental cross-
collaboration:
AccountingDeals with customer
mis-behaviorOperations
Has to meetcustomer needswithin real-worldconstraints
FinanceMakes sure
customers don’tbankrupt theorganization
Has to decide ifcustomers areactually profitable
Brand Team: Customers
Key points:
Each group thatinteracts withcustomers has to be‘on board’ with thecustomer brandexperience.
Current customerengagement definesnear-term potentialfor branddevelopment.
Building Your Brand Team
Partners
Customers
Employees
Leadership
Brand Team: PartnersPartners include:
Sales and distributionorganizations
Nonprofit andgovernment financialbackers
Allied organizations
Marketingrelationships
Additional participantsin leadership roles
Non-customer ‘fans’
Brand Team: Partners Key points about
your partners:
Partners are morelikely to be honestthan customers.
Partners should beable to see a value fortheir engagement.
Partners provide third-party validation thatbacks your reputation.
Partners are easilyoverlooked becauseoften they are notvisible on the balancesheet.
Steps to Build the Team
Assess
InteractEngage
Build the Team: AssessStart with an
assessment teamGo beyond surveysOne-to-one focusWhether in
person, phone oremail
Enlist employeesFocus on
experiencesBroaden reach
within each group Identify brand
leaders
Brand Success: Assess
Partnership for CareerDevelopmentSituation
Connects business witheducation
Must meet high expectationsSmall staff, volunteer board
StrategySolution
Internal impactExternal impact
Brand Success: Assess
“Wendt Partnersbelieves in what weare doing and appliesenthusiasm in waysthat energize ourforward momentum.“Betty Holmboe, Exec. Dir.
Services:Strategic ConsultingBranding & MessagingOrganizational
Development Integrated Communications
Build the Team: Engage Define opportunities
for engagementIn personPhone, web, videoOnline
How to bring value Broaden connection Deepen relationships Based upon each
group’s priorities Systematize and
codify so it is not‘flash in the pan’
Teach one group toengage the next
Brand Success: Engage
Capital AreaIntermediate UnitSituationLarge, distributed
organizationStakeholder support
StrategySolutionInternal impactExternal impact
Brand Success: Engage
“…the internal andexternal response to thechanges Wendt Partnershelped us make has beenoutstanding.“ Amy C. Morton, Executive
Director
Services: Strategic Consulting Branding & MessagingOrganizational Development Integrated Communications
Build the Team: Interact Create a truly self-
continuing processMonthly benchmarks Tie activities to
performance Perception drives
behavior Approach must be
flexible Identify moderators
and advocates Allow two-way
communication andcollaboration
Brand Success: Interact
Prematics, Inc.SituationNew market entrantRegulated technologyComplex user base
StrategySolutionInternal impactExternal impact
Brand Success: Interact
“They helped us buildrelationships and reachinfluencers. Theirexpertise helped usachieve success.“ Laura Ahlbin, Marketing &
Communications Manager
Services: Strategic Consulting Branding & MessagingOrganizational Development Integrated Communications
Brand Success: Building a Team
STEM InitiativeSituationGovernance strategyDriving major changeMultiple stakeholders
StrategySolutionInternal impactExternal impact
Brand Success: Building a Team
“We’ve been effectivebecause they’ve helpedus define a clear strategyfor organizational growth,adding great credibility tothe success of our effort.“Matt Zieger, Leadership Team
Services: Strategic Consulting Branding & MessagingOrganizational Development Integrated Communications
Wendt Partners Process
BrandPlanning™
BrandBuilding™
BrandSourcing™
BrandPlanning™
ConveneResearchReviewAssessDefinePlan
Building a Brand that Sells
LeadershipVisionMarket
PositioningWork
EnvironmentProducts &
Services
Outside Partner
StrategyTraining and
DevelopmentMarket ResearchMessagingIntegrated
Communications
Wendt Partners
BrandingEngagementWebsiteCase StoriesWebinarsSeminarsResources
Upcoming Webinars
Fall 2009 OnlineStrategy SeriesSocial MediaOnline MarketingWebsitesSEO/SEM
Watch for futureemail invitations
Questions & Discussion
Key pointsConceptsYour ideasNext steps
Thank you!