What if … everyone … understood … your brand plan?
What do you mean by … ‘everyone’?
By everyone I mean, your sales people, your supervisor,  the business unit manager, the marketing manager,  the sales mana...
But … it’s only upper management that will approve my  brand plan and the ones that will implement the brand  programs … a...
Yes, I did!  1 st , … are you sure … of all internal collaborators … only your sales reps stand for your brand? 2 nd , … a...
You mean that I should address towards every member  of the brand team, right? But why should I?
Well, you’ve worked hard to accomplish a solid brand  plan … brand planning time is THE apotheosis for every  brand manage...
(think) …Euh, I believe you have a point!
‘ A chain is only as strong as its weakest link’, so make  every member of your brand team   part of your brand  plan comm...
Mmmh, yes they do!  But what about your other remark? What exactly do you mean by … ‘understood’ my savvy  marketing talk’?
I don’t doubt your expertise nor your skills but …  how on earth are you going to shape your …  60 pages brand plan into a...
Ho! … wait a minute, not so fast, why should I  communicate my brand plan in the first place ? I communicate the brand obj...
Do you think so?  Isn’t it fair to say that your people would like to know  more about the way how to achieve these brand ...
I never saw it like that … ! Normally, I show the brand objectives on slide and the  next thing I do is … discussing the i...
What if every brand member would receive a brief  overview from your brand milestones for the upcoming  business year … a ...
How am I going to do that? I’m no copywriter!
Why panic when you haven’t seen anything yet?
But … why should I have to write down a story?
Well, for at least 5 reasons! Stay put and see what’s so special … about … brand stories for internal use!
<ul><li>Stories sell!  The sales process of any brand starts within the company! Brand stories facilitate your sales proce...
Alright but where do I start?
You know your brand inside and out, … if anyone should  write a story about your brand … that would be you! So take a pen ...
<ul><li>Your  main quantitative  brand objective for 2011! </li></ul><ul><li>Your  main qualitative  brand objective for 2...
<ul><li>Your  main quantitative  brand objective for 2011! </li></ul><ul><li>Your  main qualitative  brand objective for 2...
<ul><li>Your  main quantitative  brand objective for 2011! </li></ul><ul><li>Your  main qualitative  brand objective for 2...
<ul><li>Your  main quantitative  brand objective for 2011! </li></ul><ul><li>Your  main qualitative  brand objective for 2...
This is the X-ray of your brand plan communication! --- Want to go all the way and write your brand plan story  yourself w...
If everyone understood your brand plan … the people of your brand team would …
…  be aligned …
…  have a team compass …
…  be able to recall …
…  be respected …
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What If Everyone Understood Your Brand Plan?

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  • June, … THE time of the year for many brand managers over the world!

    Everyone’s busy, busy and busy … the business unit is in a state of readiness and you can feel the tension on the work floor, from business unit manager to brand manager over to marketing assistants. “We are developing the brand plan for 2011!”

    But … once created the great Work of Fine Art, … what’s your next step? Hurry up to discuss the new fancy brand programs with your sales force?

    Isn’t that just one bridge too far? Let’s take one step back … and see how you could-should maximize the output of your brand plan communication … how you could-should inspire your entire team! Wasn’t that what you were looking for in the first place?

    Find out why you should shape your brand plan into an understandable story, dedicated to every member of your product team!

    Enjoy the story ...
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What If Everyone Understood Your Brand Plan?

  1. 1. What if … everyone … understood … your brand plan?
  2. 2. What do you mean by … ‘everyone’?
  3. 3. By everyone I mean, your sales people, your supervisor, the business unit manager, the marketing manager, the sales manager, the finance manager, the legal & tax manager, the medical manager, the PR manager, the compliance manager, … your general manager … together with … your admin people …
  4. 4. But … it’s only upper management that will approve my brand plan and the ones that will implement the brand programs … are my sales reps … they’ll make my business … so why should I bother other people?? If only they know the brand objectives, I’m OK! No? And hey, you’ve talked about ‘understood’!!!
  5. 5. Yes, I did! 1 st , … are you sure … of all internal collaborators … only your sales reps stand for your brand? 2 nd , … are you sure your sales reps understand your savvy marketing talk?
  6. 6. You mean that I should address towards every member of the brand team, right? But why should I?
  7. 7. Well, you’ve worked hard to accomplish a solid brand plan … brand planning time is THE apotheosis for every brand manager … would you not want to share your work, your mission, with as much people from your team as possible??
  8. 8. (think) …Euh, I believe you have a point!
  9. 9. ‘ A chain is only as strong as its weakest link’, so make every member of your brand team part of your brand plan communication! Engaging every product team member with your brand makes alignment of your team truly possible! They all work for that common goal, right?
  10. 10. Mmmh, yes they do! But what about your other remark? What exactly do you mean by … ‘understood’ my savvy marketing talk’?
  11. 11. I don’t doubt your expertise nor your skills but … how on earth are you going to shape your … 60 pages brand plan into a message that everyone will … understand?
  12. 12. Ho! … wait a minute, not so fast, why should I communicate my brand plan in the first place ? I communicate the brand objectives … isn’t that enough already?
  13. 13. Do you think so? Isn’t it fair to say that your people would like to know more about the way how to achieve these brand objectives since they are connected with your brand, from far or near …
  14. 14. I never saw it like that … ! Normally, I show the brand objectives on slide and the next thing I do is … discussing the implementation of the brand programs …
  15. 15. What if every brand member would receive a brief overview from your brand milestones for the upcoming business year … a one page document that holds the story of your brand plan, that one could use as a team compass?
  16. 16. How am I going to do that? I’m no copywriter!
  17. 17. Why panic when you haven’t seen anything yet?
  18. 18. But … why should I have to write down a story?
  19. 19. Well, for at least 5 reasons! Stay put and see what’s so special … about … brand stories for internal use!
  20. 20. <ul><li>Stories sell! The sales process of any brand starts within the company! Brand stories facilitate your sales process at your collaborators level, because stories simply inspire! </li></ul><ul><li>Stories last! Unlike data, people recall stories for a much longer period! </li></ul><ul><li>Stories are thankful! You show respect to every individual of your team by handing them a written brand manifesto which they can understand! </li></ul><ul><li>Stories are versatile tools! You can use your brand story as a base to organise different events with your team along the business year! </li></ul><ul><li>Stories are fun!!! </li></ul>
  21. 21. Alright but where do I start?
  22. 22. You know your brand inside and out, … if anyone should write a story about your brand … that would be you! So take a pen and paper and start writing down …
  23. 23. <ul><li>Your main quantitative brand objective for 2011! </li></ul><ul><li>Your main qualitative brand objective for 2011! </li></ul><ul><li>Your main brand program to obtain your brand objectives for 2011! </li></ul>
  24. 24. <ul><li>Your main quantitative brand objective for 2011! </li></ul><ul><li>Your main qualitative brand objective for 2011! </li></ul><ul><li>Your main brand program to obtain your brand objectives for 2011! </li></ul>“ How much” you want to get?
  25. 25. <ul><li>Your main quantitative brand objective for 2011! </li></ul><ul><li>Your main qualitative brand objective for 2011! </li></ul><ul><li>Your main brand program to obtain your brand objectives for 2011! </li></ul>“ How excellent” you want to get?
  26. 26. <ul><li>Your main quantitative brand objective for 2011! </li></ul><ul><li>Your main qualitative brand objective for 2011! </li></ul><ul><li>Your main brand program to obtain your brand objectives for 2011! </li></ul>“ How” you’re going to get your objectives?
  27. 27. This is the X-ray of your brand plan communication! --- Want to go all the way and write your brand plan story yourself with the help of a success recipe? Take a visit at The Story House’s blog: http://social.eyeforpharma.com/blogs/kristiaan-van-woensel/align-your-brand-team-write-and-tell-your-brand-story
  28. 28. If everyone understood your brand plan … the people of your brand team would …
  29. 29. … be aligned …
  30. 30. … have a team compass …
  31. 31. … be able to recall …
  32. 32. … be respected …
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