how to align internal teams behind your brand

18
© 2012 GlobusMedia Ltd How to Align Internal Teams Behind Your Brand

Upload: brandworkz

Post on 24-Dec-2014

143 views

Category:

Software


2 download

DESCRIPTION

The slides from our webinar How to Align Internal Teams Behind your Brand Positioning.

TRANSCRIPT

Page 1: How to Align Internal Teams Behind your Brand

© 2012 GlobusMedia Ltd

How to Align Internal Teams Behind Your Brand

Page 2: How to Align Internal Teams Behind your Brand

Social Media

2

@brandworkzworld BrandworkzJens LundgaardAbigayle Norman

Brandworkz

Find us on social media Use the hashtag #aligninternalteams

Page 3: How to Align Internal Teams Behind your Brand

.

Internal buy-in to your brand is critical

Page 4: How to Align Internal Teams Behind your Brand

Align Internal Teams Behind your Brand Positioning.

Promote and Educate

.Increase the power of your marketing and brand materials

Share and Distribute

Govern and Automate

Promote your brand consistently across multiple markets and channels

Key Challenges Brand Communication Challenges

Page 5: How to Align Internal Teams Behind your Brand

Align Internal Teams Behind your Brand Positioning.

Promote and Educate

.Increase the power of your marketing and brand materials

Share and Distribute

Govern and Automate

Promote your brand consistently across multiple markets and channels

Key Challenges Brand Communication Challenges

Page 6: How to Align Internal Teams Behind your Brand

Brandworkz for Brandworkz

6

Page 7: How to Align Internal Teams Behind your Brand

Promote and EducateAligning the internal to educate the external

Page 8: How to Align Internal Teams Behind your Brand

Brand Alignment Framework

8

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

Page 9: How to Align Internal Teams Behind your Brand

9

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

Page 10: How to Align Internal Teams Behind your Brand

Give employees the tools they need

Central Platform for all Brand Materials

10

Page 11: How to Align Internal Teams Behind your Brand

Communicate your brand story

11

Have consistent and frequent communication with your employees

Page 12: How to Align Internal Teams Behind your Brand

Build a brand army

12

Don’t become focused solely on the external

Page 13: How to Align Internal Teams Behind your Brand

Icebreaker’s ROI

13

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)

Page 14: How to Align Internal Teams Behind your Brand

Internal Brand Alignment Equation

Internal brand alignment

=

Engaged, productive, & focused employees

=

Delighted and loyal customers

14

Page 15: How to Align Internal Teams Behind your Brand

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

15

Page 16: How to Align Internal Teams Behind your Brand

16

OUR WOOL FACTORY

Page 17: How to Align Internal Teams Behind your Brand

Q&A

Page 18: How to Align Internal Teams Behind your Brand

Get in touch

18

Questions, comments or to book a demo.

+44 (0) 20 7288 9700www.brandworkz.com

[email protected]