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Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our corporate brand positioning comes to life at the touchpoint between employees and customers. After all, your brand isn't what you say it is, it's what your customers say it is. This presentation was originally created and shared by Watson Wyatt. It has been shared several times with audiences ranging from PEMCO Insurance's board members to front line staff. Hope you enjoy it.
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BRANDING FROM THE INSIDE OUT
Clarity – Commitment – Communication Confidence – Culture - Customers
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a lot of people are talking about branding these days ...
believe me, I know something about
branding
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some people
think it’s just putting
your mark
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some people
think it’s just putting
your mark
on somebody else’s backside
Yowch! 4
or making
your logo real fancy and sticking it
on everything in sight
5
or making
your logo real fancy and sticking it
on everything in sight
(sorry, Bessie)
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or making
your logo real fancy and sticking it
on everything in sight
you can dress things up but ...
(sorry, Bessie)
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Other people think it’s just a bunch of talk.
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Most people can tell when it’s bull.
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Snort.
Most people can tell when it’s bull.
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branding is a whole lot different than all those things
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branding is a whole lot different than all those things
It’s an old-fashioned promise
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So it’s nothing new really.
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So it’s nothing new really.
“Don’t you worry about us. We’ll say what we do and do what we say each and every time you do business with us which we hope you’ll do often because we have the best people ready to serve you and we really want to do right by you. You can just come to us without considering anyone else because we’ll always make it a good experience and if for some reason it’s not we’ll fix it because we really, really, really value your loyalty and we just don’t even want you to give a moment’s notice to anyone else who does anything remotely like what we do. But no one does.”
Just a short way of saying,
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here’s the guts of the whole thing
you have to brand from
the inside out
(now don’t get squeamish on me)
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that means your people inside
keep the promises
you make to
your custome
rs outside
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Your people have to get it.
They have to think, act and feel your
brand.
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no one can just hang around and chew their cud
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Getting’ hold of those hands, minds and hearts means
you gotta make sure employees experience the brand themselves.
look at ...
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pay
performance feedback
training
orientationbenefits
recruiting
incentives
recognitiontechnology for communicating
continuous learning
career opportunity
the work
inspiration20
So how do you do this branding
thing?
(glad you asked)
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6 of ‘emCA cows favorite letter, of course
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larityCThat’s takin’ stock ...
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now hold on there cowboy
put that back!
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now hold on there cowboy
put that back!
we mean figuring out what you’re about
mission, vision, values , goals...
that sort of taking stock
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ommitmentCYou have to keep at it
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people might say ...
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That’s a bunch of hooey!
Ppppffffftttttttttttttttttttttt!
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So the guy with the pick-up truck and the big hat has to go for it (That’s you Boss!)
and someone has to figure what it
means at the feedin’ trough
(That’s the rest of you)
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those figurin’ guys will like that
Why, the Harvard Business Review says that branding helps...
fetch premium price
get new customers and keep ‘em coming back
bring great employees into the herd and corral ‘em for a career
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ommunicationC
buzz in the barnyard...
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onfidenceC“Steer” em all to Be The Best
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ultureCWe’re talkin’ more than
cheese here
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tell your stories
celebrate your heroes
show your ribbons
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ustomersCWe don’t milk em!
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The way you express the promise is
Personality
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The way you keep the promise is
Performance
The way you express the promise is
Personality
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branding will reveal your unique personality
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Nobody can do it like ewe.
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Can we talk about Watson Wyatt now?
Thanks for listening.
Let’s go now girls
C’mon, honey, let’s go!
But these are such nice people ...
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Rod BrooksV.P. and Chief Marketing Officer, PEMCO Insurance
Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com
Thanks to our friends at:PEMCOINSURANCE
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