aligning internal teams behind your brand positioning webinar

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© 2012 GlobusMedia Ltd How to Align Internal Teams Behind Your Brand

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© 2012 GlobusMedia Ltd

How to Align Internal Teams Behind Your Brand

Hello and Welcome

2

Jens Lundgaard

Founder and CEO

Abigayle Norman

Content Marketing Manager

Housekeeping

3

You are

all mute.

Feel free

to ask any

questions

here.

Social Media

4

@brandworkzworld Brandworkz

Jens Lundgaard

Abigayle Norman

Brandworkz

Find us on social media

Use the hashtag #aligninternalteams

Brand is the best asset

Key Brand Communication Challenges

Multiple channels and touch points

Marketing in the digital era

No online tools that make it easy to communicate the brand story to all employees

Uneducated and unaligned internal employees

Ineffective sharing and distribution of brand assets to all channels

Chaotic marketing processes

Align Internal Teams Behind your Brand

Positioning.

Promote and Educate

.How to get all your third parties to

communicate your brand

consistently.

Share and Distribute Govern and Automate

Promote your brand consistently

across multiple markets and channels

by enhancing marketing processes.

Aligning Internal Teams

Poll Question

Have you experienced the challenge of aligning internal teams to your brand

positioning?

Brandworkz for Brandworkz

9

.

Internal buy-in to your brand is critical

Brand Alignment Framework

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Brand Believers

(Customers)

Brand Visionaries

(Management)

Brand Providers

(Employees)

Co-create customer

experience: Deliver

on value propositions

External marketing:

Promises on value

propositions

Enable & Facilitate

promises about value

propositions

Value Proposition

Delivery

Creating a Brand

Define and understand the primary purpose, vision and values of the company

Ensure top-management agrees and is on board with the purpose, vision and

values.

Make sure employees understand the brand and are bought in

Address misalignments with top-management or employees

Ensure your visual identity is unique to you

Brand, marketing and communications should be in line and support the values,

vision and purpose of the company.

Formalise and document the stories which will enable consumers to connect to

your brand.

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Icebreaker retails in 44 countries, 2,000 of retail outlets

Sales staff in outlets, marketing staff in different territories

Lack of product knowledge at retailer level

Inconsistent, marketing, POS materials used

Inconsistent stories told by sales staff

High price point requires consistent communication to justify it

Give employees the tools they need

Central Platform for all Brand Materials

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Communicate your brand story

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Have consistent and frequent communication with your employees

Build a brand army

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Don’t become focused solely on the external

Icebreaker’s ROI

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Before Brandworkz After Brandworkz Approx.

value/year

80 ad-hoc requests/briefs per

month

4 ad-hoc requests per month $ 100,000

Time-to-market for new collections/products reduced by 1 month $ 2,000,000

Use of out-of-date/licence

imagery

These problems virtually

eradicated

Undisclosed

($tens

thousands)

Marketing and creative department can now concentrate on

creating strategic, highly-effective marketing toolkits for

retailers, thereby increasing sales

Undisclosed

($millions)

Internal Brand Alignment Equation

Internal brand alignment

=

Engaged, productive, & focused employees

=

Delighted and loyal customers

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Key Takeaways

1. Make each individual employee the focus

2. Tell your employees your brand story

3. Don’t forget about your internal brand ambassadors

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Q&A

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OUR WOOL FACTORY

Get in touch

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Questions, comments or to book a demo.

+44 (0) 20 7288 9700

www.brandworkz.com

[email protected]