Building the Team that Sells Your Brand - Wendt Partners Partners - Building... · People and Your Brand 3 Key Lessons: Commit to your brand promise across all aspects of your organization

Building the Teamthat Sells Your Brand

Creating a culture of brand engagementinside and outside your organization.

W. Douglas Wendt

Webinar Key Points

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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


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.


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.


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


Leadership

Brand Team: Leadership

BrandLeadership:ExecutivesOwnersBoard membersMajor investorsLeading donorsKey influencers


Communicatorsare often…IntimidatedUnder layers of

managementDotted line to

executivesUntrained in MBA or

MPA languageExpense on the

balance sheet


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


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


Customers

Employees

Leadership

Brand Team: Customers

Who connectswith customers?SalesMarketingCustomer serviceAccountingOperationsFinancePartners


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


Key points:

Each group thatinteracts withcustomers has to be‘on board’ with thecustomer brandexperience.

Current customerengagement definesnear-term potentialfor branddevelopment.


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


Brand Success: Interact

“They helped us buildrelationships and reachinfluencers. Theirexpertise helped usachieve success.“ Laura Ahlbin, Marketing &

Communications Manager


Brand Success: Building a Team

STEM InitiativeSituationGovernance strategyDriving major changeMultiple stakeholders


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


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!

Documents

Building the Team that Sells Your Brand - Wendt Partners Partners - Building... · People and Your Brand 3 Key Lessons: Commit to your brand promise across all aspects of your organization