Things are changing, fast!Organisations are becoming morecomplex, markets are increasinglycompetitive, customers are moredemanding and employees are moreselective.We all want to work somewherewhere we feel we fit in, where we cancontribute, learn and feel proud. Thismeans organisations need to work hardto engage their people; to make themunderstand what they do and why, toencourage them to do their best andmake them feel valued. Your people areyour greatest asset.WHY?22NAVIGATION
0203THIS MEANS ORGANISATIONSMUST WORK HARD TO ENGAGETHEIR PEOPLE; MAKE THEMUNDERSTAND WHAT THEYDO AND WHY, ENCOURAGETHEM TO DO THEIR BEST ANDMAKE THEM FEEL VALUED.YOUR PEOPLE ARE YOURGREATEST ASSET.WHY DO IT?THINGS ARE CHANGING FAST.ORGANISATIONS ARE MORECOMPLEX, MARKETS AREINCREASINGLY COMPETITIVE,CUSTOMERS ARE MOREDEMANDING AND EMPLOYEESARE MORE SELECTIVE.WE ALL WANT TO WORKSOMEWHERE WE FEEL WEFIT IN, WE CAN CONTRIBUTE,LEARN AND FEEL PROUD.
0505NAVIGATION 0405WHAT IT’S NOTEMPLOYEES A BRANDEDTSHIRT, SCREEN SAVEROR COFFEE MUG ISN’TREAL CHANGE.GIVING ALL YOUR
0607Our big idea is authenticstorytellingBranding is about authenticity.It’s about much more than a logoand look and feel. Truly greatbrands are grounded in a strongidea that’s expressed consistentlyin everything they do. That’s whatmakes a brand authentic.Branding is about storytellingGreat brands engage with theiraudiences. They communicate abrand story that inspires and motivates.At Principals, we believe your brand isa powerful way to engage your people.Internally your brand should createfocus, motivate and excite. It shouldinspire behaviours and processesthat really make a difference.BRINGINGYOURBRANDIDEATO LIFEWHAT IT IS
0809There’s no choice!Here are some figures to make yousit up and listen:Research in over 2000 companiesworldwide shows 29% of employeesare engaged, 52% are not engagedand 19% are actively disengagedin their company (Gallup EmployeeEngagement Index 2011).How can any team win a gamewhen two thirds of their playersaren’t trying?The benefits of engagingyour people include:• happy customers and clients• improved productivity• higher levels of creativityand problem solving• retaining talentWHY? 19%ACTIVELYDISENGAGED29%ENGAGED52%NOT ENGAGEDTHE CASE FOR CHANGE
1011Internal branding is aboutclosing the gap betweenstrategy and action85% of executives are confidentthey can create strategy howeveronly 25% are confident they caneffectively implement strategy.To translate your brand froma strategy into everyday,practical actions you need to:1. Build intellectualcommitment2. Build emotionalcommitment3. Build capabilityTHE CASE FOR CHANGE
1313WHATWE DO: HEADS HEARTS HANDS BUILDINGEMOTIONALCOMMITMENTBUILDINGINTELLECTUALCOMMITMENTBUILDINGCAPABILITY1213Eureka™: ‘Living our brand’workshopsOnline brand toolkitsBrand boot camps(skills development for team leaders)Branded environmentsand experiencesWHAT WE DOTelling the brand story(as a book or movie)Internal communication planningInternal communication audits staff researchBrand activation workshopsBrand champion networksBrand actions: essentialbehaviours to lead the brand
1415Internal communication audits staff researchWe review all your internalcommunications, messages, channeleffectiveness, language and look and feel.From this we can see how well you arecommunicating with your employees;what’s working, what’s not; and how thissupports your business vision and brand.We also conduct staff research,assessing levels of intellectualcommitment, emotional commitmentand capability to deliver the brand idea.We map your people onto our“Engagement/Capability Matrix” andidentify specific communication needsfor different employee groups.This information provides insightsinto the building blocks and risksinvolved in delivering your brand idea.It also provides a baseline from whichyou can track shifts in employeeengagement over time.Internal communication planningTo make sure we are communicatingto the right people in the right way, wework with you and your team to developan internal communication plan for thenew brand. This is a plan for internalaudiences, setting out what you say,who you say it to and how you say it.It looks at existing and new channels,social media, the role of leaders ascommunicators and measures fortracking progress. If appropriate,we also develop a theme for the brandlaunch and roll out.The trick is to make it interesting,easy to understand and enjoyable.Telling the brand storyWe create a book, magazine, series ofposters or a movie that tells your brandstory in a compelling and authenticway. It should act as a showcase for yourbrand idea and explain the thinkingbehind the brand strategy in a way thatis relevant and engaging to your people.This is a simple and effective way tostart building your internal brand andmake sure all your people are on thesame page.HEADS: BUILDING INTELLECTUAL COMMITMENTHEADSCREATING A BETTERUNDERSTANDINGOF YOUR BRAND
Brand actions: essentialbehaviours to lead the brandWe facilitate a brand planning workshopwith key members of the leadershipteam and HR. This is a creative andpractical workshop that explores thebrand values and, through a creativeprocess, agrees the essential behavioursthat underpin the brand idea.This also looks at the role your leadershave in bringing the brand to life.Brand champion networkMany organisations set up a network ofbrand champions to act as advocates forthe brand, who facilitate communicationbetween teams and act as a testinggroup for implementation ideas.We help you select the right championsand run a kick off meeting, to brief andexcite them about the brand and theirrole. We then provide ongoing support,practical materials and opportunitiesfor the champions to develop new skills.HEARTSENGAGINGEMOTIONALLYHEARTS: BUILDING EMOTIONAL COMMITMENT 1617Brand activation workshopsWorking with the senior team,we translate the brand idea into“how we work around here”.This involves looking at 3 things:• customer or client experience• employee experience• products and services.With you, we identify opportunities,agree priorities and develop actions.These workshops are a powerfulway to unite the team, demonstratethat the brand is “more than a logo”and create practical examples ofthe brand in action.
1819Brand boot camps (skillsdevelopment for team leaders)Your brand often requires a changeof style or approach, and in anychange, your middle managers arecritical to successful implementation.Our “boot camp” is a tailoredprogram, designed to drill and skillyour managers and team leaders.We typically run 6 sessions, eachlasting 1 hour, covering differentaspects of the brand strategy,essential behaviours, skills andprocesses. These sessions fit easilyinto day-to-day routine and provideknowledge and support over2-3 months.Online brand toolkitsWe know one size does not fit all.We also know that one day in aworkshop does not change culture.To support your leaders and help thembecome brand leaders, we create anonline toolkit. This is a resource formanagers and team leaders, providingup to date information and supporttools, in one place.Typically the toolkit would explainthe brand strategy and provide toolsand templates for managers to use withtheir teams. It should act as a channelfor sharing best practice and good ideas.Branded environmentsand experiencesUndoubtedly our environmentshapes us, influencing what wethink and how we feel. We workwith you to agree how the brand isphysically represented in your officeand workspaces. This may be withposters, brand rooms, interactivescreens, expos etc. all dependingupon what is relevant to the brandand your culture.Eureka™: ‘Living our brand’workshopsTo make sure your brand comes tolife internally, you need everyone tounderstand the brand and the partthey play in bringing this to life.We run a workshop that covers:• The need to change• Company and brand vision• The customer journey• “What this means to meand my team”• How we bring this to life.This is a fun, practical and highlyparticipative workshop that can be runwith as few as 20 or as many as 60people, in cross functional and real workteams. It delivers practical, workableactions that people can implementthemselves, to bring the brand to life.We can run this workshop or train yourpeople to facilitate. 100 days after theworkshop(s), we hold a review of whathas been achieved and acknowledgehard work and success. It’s a greatexcuse to celebrate.HANDSTHE TOOLSTO TURNIDEAS INTOACTIONSHANDS: BUILDING CAPABILITY
2021THE PROCESSOURREALCHANGEPROCESS3 KEYQUESTIONSStages1.WHY TALKABOUTTHIS?2.HOW DOI GETINVOLVED?3.WHAT WILLKEEP THISGOING?What’s involvedLet people know aboutthe new brand andwhat’s planned.Plan to close the gapbetween where youare now and ‘livingthe brand’.Translate the brand intopractical actions at a teamand individual level.Make it happen.Recommended actionsBrand booksor movieBrand activationworkshopEureka™: ‘Living ourbrand’ workshopsCommunication/Engagement auditsCommunication planningBrand champion networksBrand actions: defining youressential behavioursBrandSpace™online toolkitsBrand boot campsBranded environmentsIf you onlydo 3 things,do these…
2323USINGDIGITALCHANNELSTO ACHIEVEREALCHANGEDIGITAL CHANNELSDigital and social media havechanged the way we communicate,internally and externally, formallyand informally. It is a great wayto engage, involve and educateyour employees and to keep theconversation going.We have a range of digitaloffers, including dynamic onlinecommunications, info-blogs, brandmovies, apps and animations thatcan tell your story in an innovativeand captivating way.We also offer BrandSpace™, an onlinehub that hosts your brand strategy,guidelines, key messages plus aseries of tools and techniques foryour leaders, marketeers, writers,managers etc. It can help youimplement and manage your brand,start conversations with differentstakeholders, share informationopenly, facilitate discussions andencourage collaboration.Your people expect informationabout their brand to be just oneclick away.2223
3737ClaireGallagher,ourinternalbranddirector,lovessurprises,reading,talking,Irelandandbeingamum.Shehasafearoffishandbutterflies.ShelivedinafrathouseinBerkeley,hasdinedwithDoctorWhoanddancedwithSalmanRushdieto‘Iwillsurvive’.t 02 9251 3833m 0405 391 353e firstname.lastname@example.orgLevel 1, 58 Lower Fort StreetSydney NSW 2000 Australiawww.principals.com.auStrategybrandidentityREALCHANGEFIND OUTMORE3637ABOUT USPrincipals is a leadingtrans-Tasman brand strategy,identity and language agency.Our team of 35 brandingprofessionals brings togethermany skills, much experienceand a great deal of passionfor creating authentic,engaging brands.Our expertise coversBrand strategyBrand architectureBrand voiceBrand identityand naming