Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Align Internal Teams Behind your Brand

687 views

Published on

The slides from our webinar How to Align Internal Teams Behind your Brand Positioning.

Published in: Software
  • Be the first to comment

  • Be the first to like this

How to Align Internal Teams Behind your Brand

  1. 1. How to Align Internal Teams Behind Your Brand © 2012 GlobusMedia Ltd
  2. 2. Social Media 2 @brandworkzworld Brandworkz Jens Lundgaard Abigayle Norman Brandworkz  Find us on social media  Use the hashtag #aligninternalteams
  3. 3. Internal buy-in to your brand is critical .
  4. 4. Key Challenges Brand Communication Challenges Promote and Educate Align Internal Teams Behind your Brand Positioning. Share and Distribute Govern and Automate Increase th.e power of your marketing and brand materials Promote your brand consistently across multiple markets and channels
  5. 5. Key Challenges Brand Communication Challenges Promote and Educate Align Internal Teams Behind your Brand Positioning. Share and Distribute Govern and Automate Increase th.e power of your marketing and brand materials Promote your brand consistently across multiple markets and channels
  6. 6. Brandworkz for Brandworkz 6
  7. 7. Promote and Educate Aligning the internal to educate the external
  8. 8. Brand Alignment Framework 8 Brand Believers (Customers) Brand Visionaries (Management) Co-create customer experience: Deliver on value propositions Brand Providers (Employees) External marketing: Promises on value propositions Value Proposition Delivery Enable & Facilitate promises about value propositions
  9. 9. 9  Icebreaker retails in 44 countries, 2,000 of retail outlets  Sales staff in outlets, marketing staff in different territories  Lack of product knowledge at retailer level  Inconsistent, marketing, POS materials used  Inconsistent stories told by sales staff  High price point requires consistent communication to justify it
  10. 10. Give employees the tools they need Central Platform for all Brand Materials 10
  11. 11. Communicate your brand story 11 Have consistent and frequent communication with your employees
  12. 12. Build a brand army 12 Don’t become focused solely on the external
  13. 13. Icebreaker’s ROI 13 Before Brandworkz After Brandworkz Approx. value/year 80 ad-hoc requests/briefs per month 4 ad-hoc requests per month $ 100,000 Time-to-market for new collections/products reduced by 1 month $ 2,000,000 Use of out-of-date/licence imagery These problems virtually eradicated Undisclosed ($tens thousands) Marketing and creative department can now concentrate on creating strategic, highly-effective marketing toolkits for retailers, thereby increasing sales Undisclosed ($millions)
  14. 14. Internal Brand Alignment Equation Internal brand alignment = Engaged, productive, & focused employees = Delighted and loyal customers 14
  15. 15. Key Takeaways 1. Make each individual employee the focus 2. Tell your employees your brand story 3. Don’t forget about your internal brand ambassadors 15
  16. 16. 16 OUR WOOL FACTORY
  17. 17. Q&A
  18. 18. Get in touch 18 Questions, comments or to book a demo. +44 (0) 20 7288 9700 www.brandworkz.com Abigayle.norman@brandworkz.com

×