how to build a breakthrough brand -- worksheet how to align and inspire your stakeholders A brand toolbox ensures all stak...
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"How to Align and Inspire Your Stakeholders" Worksheet (by Denise Lee Yohn)

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Use a Brand Toolbox to inform, inspire, and instruct all your stakeholders.

Watch the video and download the worksheet here: http://deniseleeyohn.com/aligninspirestakeholdersvideo

This is part of a 10-video series, "How to Build a Breakthrough Brand" (http://deniseleeyohn.com/breakthroughbrand). Whether you’re building a brand from scratch or looking to strengthen your competitive advantage, “How to Build a Breakthrough Brand” provides the tools and instruction you need. Each of the 10 videos introduces a key step in the brand development process, and the accompanying worksheet outlines the points to get you started.

Visit http://deniseleeyohn.com for more brand-building insights and instruction.

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"How to Align and Inspire Your Stakeholders" Worksheet (by Denise Lee Yohn)

  1. 1. how to build a breakthrough brand -- worksheet how to align and inspire your stakeholders A brand toolbox ensures all stakeholders interpret and reinforce your brand appropriately. Use a brand toolbox to: • inform – communicate the brand platform and principles stakeholders include: to guide brand execution  executive leadership  channel partners • inspire – ignite passion for the brand and motivate  managers  vendors changed behavior  frontline employees  investors • instruct – facilitate decision-making and actions that are  agencies  board of directors “on brand” A typical brand toolbox contains:  an explanation of your brand strategy along with background and rationale, so that everyone can understand why you’re doing what you’re doing style guide vs. brand toolbox  principles and guidelines for delivering brand values and attributes at key touchpoints between your brand and the to guide communications to shape the entire customer outside world experience how to deliver the brand in  sample applications for how the brand should be expressed how to express the brand everything you do and delivered for marketing department for all stakeholders  guides that walk people through important decisions instructions and rules guidelines and tools  outlines that map processes so that people learn how to shows what not to do empowers and sparks new use the brand as a filter for their actions ideas brand = logo, look and feel, brand = what you do and  a forum for Q&A and dialogue among stakeholders marketing campaigns how you do it Follow these steps to develop a brand toolbox: 1. audit core planning and operational processes to reveal where there’s a lack of brand alignment and where a brand toolbox can help 2. determine the right format of the toolbox – options include an interactive website or application, a printed manual or a workbook, a series of dvds or webinars or games 3. decide the table of contents 4. assemble existing content; design and develop the remaining content 5. produce and distribute the toolbox 6. conduct engagement sessions with all stakeholder groups to get them familiar with the toolbox and to show them how to use it 7. make regular updates to the toolboxexample example visit http://deniseleeyohn.com/bbb to view Denise’s “How to Build a Breakthrough Brand” video series and access other worksheets • mail@deniseleeyohn.com • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •

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