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Using existing cultural power to foster innovation. An inside/out approach that eases transition and inspires everyone to think big.
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ENGAGE. EMBRACE. EMBODY.
www.brandbooster.com
BRAND archeologists / strategists / cheerleaders
ENGAGE. EMBRACE. EMBODY.
Total branding, fast.
ENGAGE. EMBRACE. EMBODY.
Where is your company now?Infancy: doesn’t yet have a brand strategy i.e. a determined,articulated statement of the brand promise, vision, values personality, etc.
Evolving: has some of the strategy in place
Mature: has a brand strategy and communicates it consistentlycompany-wide
ENGAGE. EMBRACE. EMBODY.
An alternative to ‘selling’ the brand to employees.
ENGAGE. EMBRACE. EMBODY.
Why it’s a better approach.
Won’t build a brand strategy on an undeliverable promise
Will find something truly unique
Ultimately a stronger brand strategy
Shortens the selling cycle
01020304
ENGAGE. EMBRACE. EMBODY.
You can’t fool either group.Inauthentic claims & promises do more harm than good.
Ask potential
customers what
they want. Then,
say that’s what
you are.
WHY THE OLD WAY
OF BRANDINGNO LONGER
WORKS.
Find the most
market-valued
truth in your
organization.
Customers AND employees are smart
& sophisticated.
Old traditionaloutdated way
New proven effective way
ENGAGE. EMBRACE. EMBODY.
How it works:
Get the information
Integrate it
Develop the strategy
Deploy it company-wide
01020304
ENGAGE. EMBRACE. EMBODY.
Discovers the mostvaluable authentic truth.
Reveals the truth of the company & culture.
Tells you what they value in experiencing a company like yours.
TRUTH OF THEORGANIZATION
EmployeesCurrent
& PotentialCustomers
REALITIES OF THEMARKETPLACE
Truth vs. WishfulThinking
ENGAGE. EMBRACE. EMBODY.
GET THE INFORMATI0N
ENGAGE. EMBRACE. EMBODY.
Inside out• Employees are a rich source of untapped insights
• Traditional methods not entirely effective
ENGAGE. EMBRACE. EMBODY.
At its core, must include:
The story
The vision
The point of difference
The promise
01020304
ENGAGE. EMBRACE. EMBODY.
Why authenticity matters:
Trust
Truth
0102
ENGAGE. EMBRACE. EMBODY.
Why does story matter?
Brands are built around stories.
Who we are and where we come from often the most compelling.
A company’s mythology, just like with a family.
0102
03
ENGAGE. EMBRACE. EMBODY.
The promise:
Is it relevant?
True?
Believed?
Supported?
01020304
ENGAGE. EMBRACE. EMBODY.
“Getting employees to share a purpose
beyond making money is the only way to
consistently deliver shareholder value.”
- Bill George, strategy + business
ENGAGE. EMBRACE. EMBODY.
TAKE IT COMPANY-WIDE
ENGAGE. EMBRACE. EMBODY.
ENGAGE. EMBRACE. EMBODY.
ENGAGE. EMBRACE. EMBODY.
ENGAGE. EMBRACE. EMBODY.
Custom learning tools
Office layout/design
Signage
Graphics
Brand videos
Brand guidelines
Orientation modules
Intranets
Learning centers
Webcast
Toolkits
Recruiting materials
Incentive programs, Mentoring programs/opportunities,
Customer interaction sessions, Storytelling,
Games, Brand events/sponsorships,
Brand-building contests, Employee workshops and discussion circles, Role playing
INFORMATIONAL ENVIRONMENTAL
INTERACTIVE
ENGAGE. EMBRACE. EMBODY.
1st Quarter
2nd Quarter
ENGAGE. EMBRACE. EMBODY.
4th Quarter
3rd Quarter
ENGAGE. EMBRACE. EMBODY.
ENGAGE. EMBRACE. EMBODY.
ENGAGE. EMBRACE. EMBODY.
ENGAGE. EMBRACE. EMBODY.
Advertising manages the expectation of the brand.
Once the infrastructure is in place to understand
the brand promise and deliver it, it’s time to go to market.
ENGAGE. EMBRACE. EMBODY.
Branding is sum total of:
Culture
Product
Experience
010203
ENGAGE. EMBRACE. EMBODY.
What affects culture:
People
Management
Environment
Policies
Metrics
0102030405
ENGAGE. EMBRACE. EMBODY.
True brand champions must be:
Knowledgeable
Empowered
Inspired
Rewarded
01020304
ENGAGE. EMBRACE. EMBODY.
www.brandbooster.com
BRAND archeologists / strategists / cheerleaders