Brand Identity and Employee Engagement as a Unifying Element and Change Management Tool
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Brand Identity and Employee Engagement as a Unifying Element and Change Management Tool

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Strategy Director, Matt Huss presents at the 2011 A.L.I. Employee Engagement Conference

Strategy Director, Matt Huss presents at the 2011 A.L.I. Employee Engagement Conference

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Brand Identity and Employee Engagement as a Unifying Element and Change Management Tool Presentation Transcript

  • 1. 1
    Brand Identity and Employee Engagement as a Unifying Element and Change Management Tool
    The United States Mint
    Michael Stojsavljevich
    Former Chief Strategy Officer
    United States Mint
    2007-2011
    Matthew Huss
    Strategy Director
    Seigel+Gale
  • 2. 2
    The United States Mint
    • A government agency and an integral component of the Treasury Department:
    • 3. Self-sustaining
    • 4. Returns positive seigniorage (profit) annually to Treasury
    • 5. Nearly $4 billion in revenue in FY2010
    • 6. over $400 million in seignioragein FY2010
    • 7. Main products are coins;
    • 8. Circulating
    • 9. Gold
    • 10. Silver
    • 11. Commemorative
  • 3
    The United States Mint
    Pre-brand identity exploration state:
    • Aging brand profile, unclear brand and product positioning was disengaging employees and visible in several areas:
    • 12. Mission and operating focus was changing, straining the brand promise
    • 13. Brand architecture was meeting several demands and becoming fragmented
    • 14. A workforce reduction plan had employees concerned about transparency and employment
    • 15. A brand voice was not present
  • 4
    The United States Mint
    Pre-Brand Initiative
  • 16. 5
    The United States Mint
    Pre-Brand Initiative Fragmentation
    • Each logo was being treated with the same importance and visually all the logos seem to exist on the same level
    • 17. Various logos appeared to be a stand-alone identity
    Opportunity: create a rational visual architecture and signature system
  • 18. June 7, 2010
    Becoming a team and playing together was critical to becoming a world-class organization
    Copyright © 2010 United States Mint, Department of the Treasury
    p6
  • 19. 7
    What We Did:
    Engage Employees First
    • Step 1: Establish one brand promise that was authentic and reflected employees perspectives
    • 20. Step 2: Let a brand voice come through that reflected the history and pride employees felt and carried with them throughout their work day while producing these products.
    • 21. Step 3: Outline values that guide behavior, build trust and foster a team spirit
    • 22. Step 4: Create a visual architecture that reflects the brand promise, values and voice but was also a unifying force that had buy in from employees and created a team spirit.
    • 23. A team must like its uniform and help design it!
  • 8
    How We Did It:
    • Make it an inclusive and transparent process
    • 24. Solicit employee input into the creative design process
    • 25. (A first for most employees, but symbolic of positive change)
    • 26. Gather public input into the final design component
    • 27. Worked with our agency as an equal thought partner and leverage their creative talents
    • 28. Rare for government agencies and vendors!
  • 9
    United States Mint
    Promise
    Connecting America through Coins
    Voice
    Warm
    Engaging
    Clear
    Confident
  • 29. 10
    The United States Mint
    The Design Process Steps:
    A Creative Exploration on “How We Look”
    Step 1: Creating a Visual Architecture by Encouraging Creative License at the Agency
    Step 2: Funneling down to a Mint management perspective
    Step 3: Employee engagement
    Step 4: Public comment
    Step 5: Final
  • 30. 11
    Creative developmentCoin flip
  • 31. 12
    Creative developmentCoin flip
  • 32. 13
    Creative developmentThe people’s Mint
  • 33. 14
    Creative developmentThe people’s Mint
  • 34. 15
    Creative developmentSymbol of excellence
  • 35. 16
    Creative developmentSymbol of excellence
  • 36. 17
    Client presentation 1
  • 37. 18
    The United States Mint
    “Funneling down to the Mint Zone by thinking of the promise and the voice, which is warm, clear, confident and engaging”
  • 38. Coin flip
  • 39. Coin flip
  • 40. 21
    The aura that unites us
  • 41. 22
    The aura that unites us
  • 42. 23
    Seal of authenticity
  • 43. 24
    Seal of authenticity
  • 44. 25
    Presentation
  • 45. 26
    The United States Mint
    Engaging dialogue and opinions from US Mint employees distilled our creative efforts even further
  • 46. 27
    Design refinements
  • 47. 28
    The United States Mint
    Finally, the Coin Flip was modified based on public commentary to ensure all internal and external stakeholders had their say and we had a fully transparent process
  • 48. Innovation
  • 49. June 7, 2010
    Copyright © 2010 United States Mint, Department of the Treasury
    30
  • 50. 31
    The United States Mint
    Final Coin Flip Results:
    1.) Engagement and transparency created team spirit that led to easy implementation
    2.) Internally, this engagement process improved performance and internal engagement measures, but also became the foundation for achieving results in several other management initiatives
    3.) Externally, the United States Mint was named 2011 Rebrand “Best of Award” Winner
    A rare achievement for a government agency but nonetheless a function of engagement