The Magic Behind Winning Teams (And the Discipline Behind the Magic)
How to Align Internal Teams Behind your Brand
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Transcript of How to Align Internal Teams Behind your Brand
© 2012 GlobusMedia Ltd
How to Align Internal Teams Behind Your Brand
Social Media
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@brandworkzworld BrandworkzJens LundgaardAbigayle Norman
Brandworkz
Find us on social media Use the hashtag #aligninternalteams
.
Internal buy-in to your brand is critical
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
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
Brandworkz for Brandworkz
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Promote and EducateAligning the internal to educate the external
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
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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
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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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OUR WOOL FACTORY
Q&A
Get in touch
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Questions, comments or to book a demo.
+44 (0) 20 7288 9700www.brandworkz.com