Building brand reputation from the inside out
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© 2011 über engagement
description
Building brand reputation from the inside out. Sean Trainor. WHY. "The purest treasure mortal times afford, Is spotless reputation" Shakespeare. BRAND. “A brand is what a brand does”. VALUES. ENGAGEMENT. - PowerPoint PPT Presentation
Transcript of Building brand reputation from the inside out
© 2011 über engagement
Building brand reputation from the inside outSean Trainor
© 2011 über engagement
"The purest treasure mortal times afford, Is spotless reputation"
Shakespeare
WHY
© 2011 über engagement
SAY
WHAT
DO
HOW
“A brand is what a brand does”
BRAND
VALUES
© 2011 über engagement
SAY
WHAT
DO
HOW
“Get your people to believe that what they do is
important and get out of their way
while they get on with it”
Jack Welch
ENGAGEMENT
WHY
© 2011 über engagement
SAY
WHAT
DO
HOW
Centred around an organising
thought.
A Virtuous Cycle
HOW YOU SAY IT
WHAT YOU SAY
HOW YOU
DO IT
WHAT YOU DO
VISION&
VALUES
© 2011 über engagement
• Corporate Communications functions focussed on the message (what you say)
• Brand & marketing focussed on how Tone of voice, Visual Identity and Channels (how you say it)
• Line managers focussed on operations (what you do)
• HR focussed on behaviours (how you do it)
Line Manager
sCorporate Comms
HumanResource
s
Brand & Marketin
g
DO SAY
WHAT
HOW
Functional Focus
VISION&
VALUES
© 2011 über engagement
© 2011 über engagement
© 2011 über engagement
© 2011 über engagement
© 2011 über engagement
© 2011 über engagement
