Embodied Brand


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An outline of Changeworks Communications' Embodied Brand programme for accelerating behavioural change

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Embodied Brand

  1. 1. The Embodied Brand TM Changeworks Communications
  2. 2. About Us <ul><li>How we benefit you </li></ul>
  3. 3. Changeworks Communications <ul><li>Established 2007 </li></ul><ul><li>18 years industry experience in B2B marketing </li></ul><ul><li>Chartered Marketer and Chartered PR </li></ul><ul><li>Smart, creative and media savvy </li></ul><ul><li>Low cost base and superb value for money </li></ul><ul><li>Quality processes and systems – PRCA and CIM charter </li></ul><ul><li>Employees – 4, plus a network of 8+ associates </li></ul>
  4. 4. What? <ul><li>Communication for Change </li></ul><ul><ul><li>Change perceptions </li></ul></ul><ul><ul><li>Change positioning </li></ul></ul><ul><ul><li>Change attitudes </li></ul></ul><ul><ul><li>Change behaviour </li></ul></ul><ul><ul><li>Change success </li></ul></ul>
  5. 5. Who? <ul><li>Sue Tupling </li></ul><ul><ul><li>Scientific, technical and marketing background </li></ul></ul><ul><ul><li>18 years in marketing, senior level experience </li></ul></ul><ul><li>Master Practitioner of Neuro Linguistic Programming (over 80 days NLP training) </li></ul><ul><li>Accredited executive coach (Academy of Executive Coaching) </li></ul><ul><li>Certified trainer of business-focused NLP (ANLP) </li></ul><ul><li>NLP Certificate in Teaching Excellence (Society of NLP) </li></ul><ul><li>ILM Leadership Award Level 5 </li></ul><ul><li>MSc and BSc (Hons) - Aston University and University of Aberdeen </li></ul><ul><li>CIM Professional Postgraduate Diploma in Marketing </li></ul><ul><li>E Marketing Award (CIM) </li></ul><ul><li>Chartered Marketer </li></ul><ul><li>Full member of CIM and CIPR </li></ul><ul><li>Tiffany Clowes </li></ul><ul><ul><li>graduate from the University of Winchester with 2 .1 BA Honours Degree in Film and American Culture. </li></ul></ul><ul><ul><li>worked at London's BBC Television Centre which gave her professional insights into the industry. </li></ul></ul><ul><ul><li>lived in the USA for six months after being chosen to take part in an American Exchange Programme. </li></ul></ul><ul><li>Martin Farrow </li></ul><ul><ul><li>20 years experience in journalism and PR </li></ul></ul><ul><ul><li>worked for a number of local and regional newspapers as well as both private and public sector organisations. </li></ul></ul><ul><li>Leila Maia </li></ul><ul><ul><li>Graduate in marketing and psychology from Keele University, first class honours </li></ul></ul><ul><ul><li>Dissertation on memory and brand </li></ul></ul><ul><ul><li>Experience in marketing research </li></ul></ul>
  6. 6. Associates <ul><ul><li>Glenn Devey </li></ul></ul><ul><ul><ul><li>Certified trainer of business-focused NLP (ANLP), Approved trainer of Management, Leadership and Coaching (ILM), Master Practitioner of NLP, Hypnosis and Timeline Therapy ™ (ANLP, ABNLP), Management Coach and Leadership Mentor at Level 7 (ILM). Glenn’s clients include: Argos; Homebase; Bosch; Historic Royal Palaces, West Midlands Police </li></ul></ul></ul><ul><ul><li>Michelle Renhard </li></ul></ul><ul><ul><ul><li>Many years’ experience in organisational development/HR and business training. Certified trainer of NLP, Approved trainer of Management and Leadership, Master Practitioner of NLP. Michelle’s clients include many blue chip organisations. Trained in OPQ psychological profiling. </li></ul></ul></ul>
  7. 7. Relevant Experience <ul><li>Finning/Caterpillar </li></ul><ul><li>Briggs Equipment </li></ul><ul><li>Cooper SH </li></ul><ul><li>SMV </li></ul><ul><li>Malcolm Group </li></ul><ul><li>Power Panels Electrical Systems </li></ul><ul><li>Brandauer </li></ul><ul><li>Hoppecke Batteries </li></ul><ul><li>The Valuation Tribunal Service </li></ul><ul><li>Semta ( the Sector Skills Council for science, engineering and manufacturing technologies) </li></ul><ul><li>The National Skills Academy for Manufacturing </li></ul><ul><li>Other experience, charitable and pro-bono work: </li></ul><ul><li>International Stress Management Association </li></ul><ul><li>Chartered Institute of Marketing </li></ul><ul><li>Chartered Institute of Public Relations </li></ul><ul><li>The Coaching Foundation </li></ul><ul><li>Industrial Tyre Association </li></ul><ul><li>Staffordshire Wildlife Trust </li></ul>
  8. 8. Our Approach Readiness audit > strategy aligned with your business objectives > implementation
  9. 9. Change from the Inside <ul><li>The Embodied Brand TM </li></ul><ul><li>Incorporating three day course: </li></ul><ul><li>‘ Achieving High Performance through Accelerated Business Conversations’ </li></ul>
  10. 10. Outline <ul><li>Change in organizations only happens when individuals change their behaviour. </li></ul><ul><li>Changeworks’ mission is to help organizations to change from the inside out by helping employees to identify, connect to and realise the organisation’s fullest potential and help them to become the brand throughout the organisation. </li></ul><ul><li>This ensures that the brand is lived in the hearts and minds of every employee. We call this the Embodied Brand TM . </li></ul><ul><li>The Embodied Brand is a behavioural change programme that sees employees become the co-creators of the story for success </li></ul>
  11. 11. When Should The Embodied Brand be used? <ul><li>When a company has been through a significant period of change, yet performance is not where it could be and the company needs to ensure that employees are engaged and committed to delivering the vision for success. </li></ul><ul><li>For organisations who want to develop and embody a strong set of values and a strong brand vision and want to r ealise this in beliefs, attitudes and behaviours of employees. </li></ul><ul><li>For organisations which realise they can only become the success that they have the potential to become through employees living the brand and behaving in a way that is consistent with the vision of the company, driven by the values of the organisation. </li></ul><ul><li>Ideally suited for organisations which perhaps have seen a variety of ‘Change Management’ programmes initiated in recent years and yet have seen no real change or progress. </li></ul><ul><li>For organisations which are ready for a strong, action oriented change programme. They are ready for change and the time is right, they are fed up of talking about the need for change and want help to realise real behavioural change. </li></ul>
  12. 12. Goals/Objectives <ul><li>Engagement with the company brand </li></ul><ul><ul><li>Secure engagement and motivation of employees with key brand messages by clearly communicating what the brand stands for, where we are going with the business and how we aim to get there. </li></ul></ul><ul><li>Change Behaviour </li></ul><ul><ul><li>Raise awareness of the need for every individual to change the way they think and act to ensure that people actively demonstrate the right behaviours to ensure that the company realizes its strategy for success. </li></ul></ul><ul><li>Employees as co-creators of success </li></ul><ul><ul><li>Increase collaboration within the organisation and engage the employees in creating ‘how’ and give them responsibility for co-creating and building the sales/service strategy. </li></ul></ul>
  13. 13. Sample Embodied Brand Programme ABC Programme (3 day) Discover Imagine/ Create Embody
  14. 14. The Process <ul><li>The programme follows the DICE Process: </li></ul><ul><ul><li>Discover </li></ul></ul><ul><ul><ul><li>Using workshops and facilitated sessions to help employees discover what is already excellent about the company </li></ul></ul></ul><ul><ul><ul><li>Use of visual metaphor exercise </li></ul></ul></ul><ul><ul><li>Imagine </li></ul></ul><ul><ul><ul><li>Facilitated workshop and use of ‘Imagine If’ activities and Appreciative Inquiry to help employees design the future </li></ul></ul></ul><ul><ul><ul><li>Work on aligning values with behaviour in the ‘Six Principles’ of becoming the change we want to create </li></ul></ul></ul><ul><ul><li>Create </li></ul></ul><ul><ul><ul><li>Use of Storytelling – storyboard developed and used (cartoon hero strip). Encourage people to write/ create their own story of the organisation’s future </li></ul></ul></ul><ul><ul><ul><li>Focus on identity and purpose (the higher and more motivational levels of change) to encourage connection to the brand. Champions used to share stories (video or face to face). </li></ul></ul></ul><ul><ul><li>Embody </li></ul></ul><ul><ul><ul><li>This will be more of a pure ‘facilitation’ – to be run as peer learning sets (action learning), to help with the action plans. Champions to facilitate and help. Each person to bring their issues and actions that they are stuck with and group members to help move to resolution/action. </li></ul></ul></ul><ul><ul><ul><li>A behavioural change programme conducted through An engineered peer to peer network to embody and spread behavioural and cultural change throughout Briggs, in line with the Briggs brand. Consists of : Launch forum , Bi-monthly/6 weekly forums following launch , Tools for collaboration and support </li></ul></ul></ul>
  15. 15. Train the Trainer <ul><li>The Embodied Brand is designed to be a self-sustaining programme for your organisation , in that we can act as facilitators whilst you need us, but sooner rather than later you are able to run with it without our help. </li></ul><ul><li>To help realise this we run a 2 to 3 day programme bespoke for your organisation to train internal facilitators and deliverers. </li></ul><ul><li>This can cover (examples only): </li></ul><ul><li>Effective presentation skills </li></ul><ul><li>State management of self and others, building rapport </li></ul><ul><li>Building sensory acuity to tap into group state and manage it </li></ul><ul><li>Managing content and managing delegates </li></ul><ul><li>Building and managing positive (learning) relationships </li></ul><ul><li>Managing yourself and motivating others </li></ul><ul><li>Helping learners to access information in a variety of ways </li></ul><ul><li>Influencing through understanding, using questioning and listening skills </li></ul><ul><li>Facilitation skills and managing activities </li></ul><ul><li>Introduction to accelerated learning. </li></ul>
  16. 16. Spreading Change via Social Networks <ul><li>In the latter part of Embodied Brand we need to leverage organisation-wide behavioural change through a network of carefully profiled ‘Activists’ </li></ul><ul><li>During the Embodied Brand process we draw out a set of non-negotiable values and behaviours that employees have created themselves </li></ul><ul><li>Following discussion with the management team we agree a ‘Profile’ of the ideal ‘activist’ and then ‘recruit’ the band of activists that meet this profile and will lead the internal revolution </li></ul>
  17. 17. Viral Change TM <ul><li>The process to spread the behavioural change we desire is predominantly that of Viral Change TM </li></ul><ul><li>Viral Change is an innovative and highly effective approach to managing change in organisations.  </li></ul><ul><li>Essentially, a small set of non negotiable behaviours are defined and a process to encourage and spread these behaviours is adopted.  </li></ul><ul><li>These behaviours are imitated, endorsed by a small network of people, and this spreads new ways of doing things, quickly and effectively.  </li></ul><ul><li>Its strength lies in peer to peer networks, supported by dialogue and conversation, to create sustainable cultural changes and spread an internal ‘infection’ of success. </li></ul><ul><li>Viral Change is closer to infection of ideas or behaviours than to the traditional rational appeal and cascaded down ‘initiatives of change’ </li></ul><ul><li>Read more about Viral Change on Wikipedia </li></ul>
  18. 18. Accelerated Business Conversations <ul><li>A Three Day Programme : ACHIEVING HIGH PERFORMANCE THROUGH ACCELERATED BUSINESS CONVERSATIONS </li></ul><ul><li>By the end of the course delegates will be able to: </li></ul><ul><ul><li>Influence self and others for the ideal outcome </li></ul></ul><ul><ul><li>Move teams and individuals towards the desired state of motivation and inspiration. </li></ul></ul><ul><ul><li>Move conversations forward by challenging conclusions and sharing thinking effectively. </li></ul></ul><ul><ul><li>Have a clear grasp of the tools and techniques that will allow you to communicate with clarity, ease and effectiveness to seamlessly move people through change. </li></ul></ul><ul><ul><li>Facilitate empowered business dialogue to tap into the cumulative best thinking of your top talent and increase collective wisdom of the organisation </li></ul></ul><ul><ul><li>To use language to motivate, and influence and use questions to open up dialogue and reasoning </li></ul></ul><ul><ul><li>Inquire into others’ points of view and focus on fact rather than conclusions to reach mutually beneficial outcomes </li></ul></ul><ul><ul><li>Manage your state in highly effective way to stay open, curious and reasoned even in the midst of challenge and conflict </li></ul></ul><ul><ul><li>Identify the blocks to change and how to overcome these </li></ul></ul><ul><ul><li>Have an understanding of how to rally change in organisations in a powerful way using a Viral Change approach </li></ul></ul><ul><ul><li>Understand how to use limited resources to achieve change </li></ul></ul>
  19. 21. Modelling Excellence <ul><li>A project to formally model those people (for example sales people) who are already excellent (and who you want more of within the company) in a semi-scientific way, in order to replicate this amongst the rest of the team. </li></ul><ul><li>This includes strategies, beliefs, values, behaviours, skills and capabilities, identity level considerations, metaphors etc. 3 or 4 people to be studied – output includes recommendations on coaching programme, development and learning sets, to be shared with sales managers for action. </li></ul><ul><li>Coaching for Sales Excellence </li></ul><ul><ul><li>Sales managers to become sales excellence coaches to give the sales team a turbo boost in development and performance </li></ul></ul><ul><ul><li>A three day training for the sales managers on Sales Excellence coaching – findings from modelling project to be built into this. </li></ul></ul><ul><ul><li>– with preparation, follow through to be included. Best in class training by accredited coaches and developed bespoke for your needs (coming from the Modelling Excellence programme) </li></ul></ul>
  20. 22. Internal Communication <ul><li>A programme in line with Creating [Brand] and Embodying [Brand] to be developed </li></ul><ul><li>using storytelling and viral communication to support the spread of change. </li></ul>Internal Communication Coaching & Mentoring
  21. 23. Our Other Services
  22. 24. Case Studies
  23. 25. Public Relations
  24. 26. More than PR ... <ul><li>Communicating identity and mission </li></ul><ul><li>Online press and media centre </li></ul><ul><li>Development of key messages </li></ul><ul><li>Web 2.0 communication and social marketing </li></ul><ul><li>Communications Audits </li></ul><ul><li>Change management </li></ul><ul><li>Crisis Management </li></ul><ul><li>Copywriting and design </li></ul><ul><li>Communications Training </li></ul><ul><li>Business Coaching for Improved Communication </li></ul><ul><li>Modelling Excellence </li></ul><ul><li>News stories </li></ul><ul><li>Podcasts, videocasts and RSS feeds for your news </li></ul><ul><li>Editorial reviews </li></ul><ul><li>Case histories and applications </li></ul><ul><li>Exclusive articles and features </li></ul><ul><li>Creative campaigns and concepts for the media </li></ul><ul><li>Press conferences and receptions </li></ul><ul><li>Press visits and interviews </li></ul><ul><li>Company profiles </li></ul>
  25. 27. Online - Social
  26. 28. Online Media Centre
  27. 29. Websites and E-Books
  28. 30. eNewsletters & Surveys
  29. 31. Print
  30. 32. Multimedia <ul><li>Photography, Video, Audio and Podcasting </li></ul>
  31. 33. Multimedia <ul><li>Look at some more of our photography on Flickr: </li></ul><ul><li>http://www.flickr.com/photos/suetupling/sets/72157621165692879/ </li></ul><ul><li>http://www.flickr.com/photos/suetupling/sets/72157613635009813/ </li></ul><ul><li>http://www.flickr.com/photos/suetupling/sets/72157612481093129/ </li></ul><ul><li>View our video channel here: </li></ul><ul><li>http://www.vimeo.com/changeworks </li></ul><ul><li>Listen to some of our recent podcasts here: </li></ul><ul><li>http://www.changeworks.libsyn.com/ </li></ul><ul><li>Or on iTunes: </li></ul><ul><li>http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=284079116 </li></ul>