10 Keys to Brand Alignment

50 %
50 %
Information about 10 Keys to Brand Alignment
Business & Mgmt

Published on July 10, 2009

Author: mmaney

Source: slideshare.net

Description

How to rally your team to tell your story.

Rethink—a fresh take on connecting with your customers

Rethink—a fresh take on connecting with your customers

Rethink—a fresh take on connecting with your customers

Our Story Imaginasium guides company leaders through measurable change and wins followers inside and out by aligning their brands through strategic business communications. We concentrate our efforts on uncovering each client’s authentic and unique brand narrative and bringing it to life. Then, we help them inspire and align every storyteller charged with delivering on it, from boardroom to switchboard, and build the tools — the Form — that help tell the Story. Rethink—a fresh take on connecting with your customers

Making the Case for Change

Formula for change DxVxF>R (Gleicher’s Formula) !D = Dissatisfaction with how things are V = Vision of what’s possible F = First, concrete ste ps that can be taken Must be greater than… R = Resistance Rethink—a fresh take on connecting with your customers

What does it take? ADKAR (Change Management Learning Center) Awareness of the need for change – Management communications, customer input, marketplace changes, available information Desire to participate & support the change – Sense of belonging, WIIFT, career advancement, power, incentive, trust, hope Knowledge on how to change – Training/education, information access, examples, role models Rethink—a fresh take on connecting with your customers

What does it take? ADKAR (Change Management Learning Center) Ability to implement required skills & behaviors – Practice, coaching, mentoring, removal of barriers Reinforcement to sustain the change – Incentives, compensation, celebrations, personal recognition Rethink—a fresh take on connecting with your customers

Start asking a few questions around your company. And then listen. You’ll identify potential trouble spots…and opportunities. Are you aligned? Rethink—a fresh take on connecting with your customers

Share Vision, Involve Leadership

The Power of Vision !“One of the most critical long-term success factors and challenges is a clear & embraceable vision that’s shared by the team and delivered to customers time after time. Vision is what every successful leader & company thrives on, yet one of the hardest to truly communicate & achieve. For most leaders, the roadblocks to formulating & sharing an inspiring vision that rallies the troops and gets you to market quickly are many — and the resistance to change within the organization in order to achieve that vision is often even greater.” Rethink—a fresh take on connecting with your customers

Leaders. Some of the best Storytellers. Steve Jobs = Apple Bill Gates = Microso ft Sam Walton = Wal*Mart Richard Branson = V irgin Group Giorgio Armani = Arm ani Oprah = Oprah (Thanks to Tom Pete rs) Rethink—a fresh take on connecting with your customers

“Leaders…Make…Meaning” – John Seely Brown (Xerox Palo Alto Research Center) Compelling stories! Coherent themes! Soaring messages! Rethink—a fresh take on connecting with your customers

Leaders… Need marketers sitting at the table Establish current situation & rationale for change (business issues, competitive issues, market changes, customer issues) Outline what might happen if change isn’t made Provide VISION…for after change takes place. Scope of change, what success looks like, alignment with business strategy, who’s impacted…what won’t change Talk about impact…on day-to-day activities, behaviors expected, feedback Share success stories. WOW stories & the heroes Rethink—a fresh take on connecting with your customers

Involve an Eclectic Team (& process)

How to get there Full Brand Alignment Mapping DISCOVERY COMMUNICATIONS BRAND BRAND IMPLEMENTATION Uncovering ASSESSMENT STANDARDS ALIGNMENT Story+Form your story. How are you How will you tell Message (creative and currently telling your story moving Commitment message delivery) your story? forward? BRAND EVANGELISTS PLAN BRAND DEVELOPMENT Discovery, Research, Identity COMMUNICATIONS PLAN STRATEGIC MAR/COMM PLAN Rethink—a fresh take on connecting with your customers

Establishing Reality & Desire Boardroom to the switchboard involvement Explore…company, industry, competition, customer segments, brand emotional & rational perceptions of employees/customers/ industry/community Identify what winning looks like (Goalposts) Wish/Granted…impact the operations Basic Tenets…Start at the top, every opinion counts, show how they fit, win hearts & minds, train for change, tell the world (long term), stay brand focused Rethink—a fresh take on connecting with your customers

Align Internally, Create Evangelists

!1.] What’s the challenge? (The assignment) Getting buy-in 2.] Whose perceptions (Target audience) matter? 3.] What’s going on? The 11 Questions (Research) 4.] What do people th in (Current perceptions) k? 5.] What are you real (Facts) ly? 6.] What should peop le (Desired perceptions) think? 7.] What will you tell th (Value propositions) em? 8.] How will you spea k? (Tone, brand, delivery) 9.] What’s the rally cry? (The one thing) 10.] How does it look (Creative direction)to the world? 11.] How’d it do? (Measurement of succ ess) Rethink—a fresh take on connecting with your customers

Creating Brand Evangelists Who Are Your Evangelists? ! HR Personnel ! Internal Communications ! PR Professionals ! Current Employees ! Senior Management/Leadership ! Customers ! Vendors Rethink—a fresh take on connecting with your customers

Creating Brand Evangelists Where Do You Start? ! Meetings with internal evangelists ! Determining a feedback vehicle ! Begin the process of building a story inventory ! Use the brand everywhere ! Determine measurements for success Rethink—a fresh take on connecting with your customers

Creating Brand Evangelists Launching Internally ! Senior Management/Leadership ! Recruiter, PR, Road Show ! HR and Communications ! Current Employees Rethink—a fresh take on connecting with your customers

Make the Brand Fluid

Fluid Brand Audiences How do you feel? A It’s outside the old traditional thinking of consistency in B E building a brand. Instead… Brand It drives for consistency of response with a wide variety of audiences. D C Rethink—a fresh take on connecting with your customers

ANSUL Rethink—a fresh take on connecting with your customers

ANSUL Rethink—a fresh take on connecting with your customers

ANSUL Rethink—a fresh take on connecting with your customers

ANSUL Rethink—a fresh take on connecting with your customers

ANSUL Rethink—a fresh take on connecting with your customers

Story + Form The right Story, told in the optimal Form, at every touchpoint.

A Compelling Story

Your brand is a story. Live it inside. Tell it well outside. And people will pull up their chairs for a listen.

Much more than an ad campaign, web site or tagline could ever be, the brand story is the core truth of who you are, agreed to by all inside, and used to open conversations with those outside who need your products and services. What’s your story?

Telling Your Story Telling Your Story Rethink—a fresh take on connecting with your customers Rethink—a fresh take on connecting with your customers

Telling Your Story Who are you? Why are you here? How are you unique? Who cares? Why do I care? What’ll keep me engaged? Fire up the checkout clerk as well as the customer. Rethink—a fresh take on connecting with your customers

Telling Your Story Develop the story…tell the impact you want to achieve “This is what we want to change…the difference I want to make…and here’s how we’re going to do it” Tell it to real people Personal relationships, engaging…two versions Make sure you can live it Strengths, USPs, UBPs, Position Rethink—a fresh take on connecting with your customers

Key Strengths USPs (Unique Selling Propositions) UBPs (Unique Buying Propositions) Position Defining the Story

Branson on Branding How do you feel? Audiences “The idea that business is A strictly a numbers affair has always struck me as preposterous. For one thing, B I’ve never been particularly E good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced Brand that it is feelings — and feelings alone — that account for the success of the Virgin brand in all of its myriad forms.” D C Rethink—a fresh take on connecting with your customers

The Right Form

It’s All in the Packaging Sight Hearing Touching Smelling Tasting Rethink—a fresh take on connecting with your customers

Dental City ~ Stationery

Dental City ~ Direct Mailer

Dental City ~ Product Catalog

Dental City ~ Packaging

Dental City ~ Environment

Voice is: ! Style, tone & manner of speaking ! Expresses brand claims internally and externally ! Defines & differentiates the brand from others ! Helps drive internal evangelism Manitowoc voice: ! Ambitious ! Aspirational ! Confident

Voice is: ! Style, tone & manner of speaking ! Expresses brand claims internally and externally ! Defines & differentiates the brand from others ! Helps drive internal evangelism Manitowoc voice: ! Ambitious ! Aspirational ! Confident

Design The Experience

Design the Experience Involve all departments Chart the touchpoints Avoid Kmart Pursue Disney, Starbucks, SuperBowl Think like John Deere Rethink—a fresh take on connecting with your customers

Tell the World

Content Distribution !Brand Distribution vehicles need to deliver a relevant message to the correct audience at a time when they are most apt to retain the message and take the appropriate action. Rethink—a fresh take on connecting with your customers

Attract Storytellers

Employment Branding – Peter Weddle Real – attributes must be believable Relevant – attributes must be important Recognizable – must differentiate the organization Rethink—a fresh take on connecting with your customers

Possible What they care about Attributes Culture Management Style Workforce (quality em ployees) Career Advancement Opportunity Stability of Employmen t Work (stability of what one do es) Products/services (qua lity of output) Image/reputation Awards & honors Benefits Rethink—a fresh take on connecting with your customers

Brand Statement Starbucks !“Our success depends on your success. Our ability to accomplish what we set out to do is based primarily on the people we hire – we call each other ‘partners.’ We are always focused on our people. We provide opportunities to develop your skills, further your career, and achieve your goals.” Rethink—a fresh take on connecting with your customers

Story Promise The Manitowoc Company At The Manitowoc Company we give you the tools - great products, great history, great people, great challenges and a commitment to excellence - to help you build something you can be proud of. Rethink—a fresh take on connecting with your customers

Sum of attributes translated into a single, captivating, unmistakable offer no others can match Key Strengths USPs UBPs Position

Layered meaning: ! Recognizes manufacturing foundation—“real stuff,” category-leading equipment ! And something deeper— a “real” future (career, friendships, opportunity, outcomes) “They might be able to build things somewhere else. But they can only ‘Build Something Real’ at The Manitowoc Company.”

Awareness Ads

Awareness Ads

Newspaper Ads

Recruitment Web Site

Full Brand The 10 Keys Alignment !Make the Case for Cha Share Vision, Involve nge Leadership Involve an Eclectic Tea m Align Internally, Create Evangelists Make the Brand Fluid A Compelling Story The Right Form Design the Experience Tell the World Attract Storytellers Rethink—a fresh take on connecting with your customers

Your brand is a story. Live it inside. Tell it well outside. And people will pull up their chairs for a listen.

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

10 Keys To Aligning Organizations And Brand Promises ...

10 Keys To Aligning Organizations And Brand Promises ... of brand alignment as ... they have personally pursued actions to enhance the brand. 10) ...
Read more

The 10 Keys to Brand Alignment: How to Rally Your Team ...

The 10 Keys to Brand Alignment: How to Rally Your Team Around a Shared Vision Patrick Hopkins
Read more

The 10 Keys to Brand Alignment - Imaginasium Inc

The 10 Keys to Brand Alignment ... And you’ll discover the “alignment gap” between your vision and the reality of your employees’ and customers ...
Read more

Ten Keys to Managing Reputation Risk - protiviti.com

Ten Keys to Managing Reputation Risk ... a brand or the ability of an organization to persuade. ... of The Bulletin explores 10 essential keys for managing
Read more

Mission: Brand Alignment - HRO Today

Mission: Brand Alignment. ... One of the keys to effective employer branding is to align it with the corporate or product brand. ... Posted May 10, ...
Read more

10 Keys to Developing an Agile Brand Strategy - meltwater.com

10 Keys to Developing an Agile Brand Strategy. Daniel Matthews. April 29th 2016. Share 8. Share 78. ... Internal Alignment; An inspired workforce = greater ...
Read more

10 Keys | LinkedIn

Data Entry/Alphanumeric 10 keys at SKS Data Service, Data Entry/Alphanumeric 10 Keys at SKS Data Service Past
Read more

10 Keys to Successful Branding Projects | RGD

Through contributions by members of RGD, the Association has established a growing archive of case studies covering a wide range of projects, clients and ...
Read more

Brand Alignment - scribd.com

Brand Alignment - Download as ... We concentrate our efforts on uncovering each client’s authentic and unique brand narrative and bringing it to life ...
Read more