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HOW TO ALIGN YOUR BRAND
PROMISE WITH YOUR
INTERNAL AUDIENCES
ALI Workshop | January 28 | Mike Lepis
About Vignette
HUMAN RESOURCES
COMMUNICATIONS
BRAND
We focus solely on Employees. We help
our Clients create meaningful internal
communications solutions to increase
engagement—focused more on
engagement vs. interruption.
Why are you here?
Workshop Overview
Structure
Point of View
Example
Discussion
Activity
Jargon!
Transactional vs. Transformational
Transactional vs. Transformational
Survey and respond
Transactional vs. Transformational
Proactive
Empathetic
Elevates employee POV
Seeks insight
Built into strategy
Transactional vs. Transformational
Proactive
Empathetic
Elevates employee POV
Seeks insight
Built into strategy
Survey and respond
Output vs. Outcome
Output vs. Outcome
Quantified results
Output vs. Outcome
The difference made by
the outputs.
Output vs. Outcome
The difference made by
the outputs.
Quantified results
Values & Alignment
What is your internal brand?
What is your internal brand?
Who
Gallup Q12
TO BRING INSPIRATION AND
INNOVATION TO EVERY ATHLETE*
IN THE WORLD. 
*If you have a body, you are an athlete. 
ANN INC.
Our purpose is to inspire and
connect with women to put their
best selves forward everyday.
Great, what do I do with
that ?
Marketing owns the physical brand.
Internal communications owns the behavior.

Define your internal brand values.
define your internal brand values.Re
TO BRING INSPIRATION AND
INNOVATION TO EVERY ATHLETE*
IN THE WORLD. 
*If you have a body, you are an athlete. 
It is our nature to innovate. 
Nike is a company. 
Nike is a brand. 
Simplify and go. 
The consumer decides. 
Be a sponge. 
Evolve immediately. 
Do the right thing. 
Master the fundamentals. 
We are on the offense – always. 
Remember the man. (The late Bill Bowerman, Nike co-founder)
NIKE MAXIMS
ANN INC.
Our purpose is to inspire and
connect with women to put their
best selves forward everyday.
Staying connected to women 
Embracing fashion first
Putting our best selves forward everyday
Honoring our full lives
Alignment
Alignment
Alignment
Alignment
Physical Atmosphere
Internal Identity
Joint Vision
Fulfillment and Inspiration
Belief in Product
and Services
Team Building
BRAND PROMISE
Project:
Ann INC. New Associate Experience
Activity
BRAND PROMISE
ALIGNMENT
Physical Atmosphere
Internal Identity
Joint Vision
Fulfillment and Inspiration
Belief in Product and Services
Team Building
Physical Atmosphere
A nice physical place to be in.
Internal Identity Profiling 
Remind people of where they are.

Team Building
Make people accept each other and
work well together.
Joint Vision
Communicate a vision and
encourage people to have the same
goals.

Fulfillment and Inspiration 
Make people proud of what they
are achieving. Inspire them to do
awesome things.
Belief in Products and Services 
Make people understand their
contribution to the world.
Cheat Sheet
Audience, Channels,
Resources
You are NOT the
target market.
Audience
Personal Information
Demographics
Psychographics
Mindset & Attributes
Motivations
Pain Points
Habits & Patterns
Learning Styles
Functionality Feedback
Message Reach
Insights Panels
1:1 Interviews
Survey
HR Data
Collection Methods
1 hour x 48 weeks = 48 hours/year
1 hour x 240 days = 240 hours/year
240 hours x 500 stores = 120,000 hours/year
Why?
Understanding your audience is core to your role.
The goal is to deliver against their expectations.
Good marketing/communications = always be testing.
Understanding what motivates your employees enables you to get
closer to them.
Data driven decisions help to achieve your goals.
All leads to moving away from transactional and toward
transformative.
Projects:
Spendwell, Merrell, Nike
Executive Summary
PERSONAL INFO
MINDSET & ATTRIBUTES
MOTIVATIONS
NAME The Millennial Realistic family man
29 years old
Single, no kids
Progressive, optimistic
“Digital native”
Budget conscious
38 years old
Wife, two young kids
Culturally sensitive
Cynical and traditional
communication
47 years old
Husband, no kids
Convenience
Privacy and security
Overwhelmed by complexity
35 - 55 year olds with a passion for the outdoors. While their
lives are filled with family and career, they
still make time to get off the grid. Their
vacations, travel, and free time are centered
around outdoor pursuits.
The outdoors i our playground
“My life is busy but I get
outdoors as much as I can
because I love it. 
We’re out there for the
challenge
“I’m motivated by the sense of
accomplishment I get out here."

We chop our own firewood.
I’t not going to chop itself
We find what works and stick
to it.
I’ve been doing this awhile.
When I find a brand I like, I
stick with it. 

Function + performance.
“first and foremost, my gear
has to work. I rely on it."
Dog is my co-pilot.
“Rex is always along for the
ride"
WILDERNESS SEEKER
Activity
Personal
Mindset
Motivations
Pain Points
Name
Audit
MEETINGS EVENTS DIGITAL SOCIAL
FEEDBACK PRINT MANAGER TRAINING LEADERSHIP
Channels
PEOPLE INTERNAL BRAND
BUSINESS DRIVERS CULTURE
Capabilities
Strategy, Plan,
Measurement
Too few IC teams are
guided by a clear strategy.
Supports the organizational goals.
Delivers with this aim in mind.
Connects across the organization.
Enhances business performance.
Strategy
Realistic
Audience-centric
Multi-tiered
Plan
Good content is appropriate.
Your roles: editor, curator, marketer,
information scientist.
Your tools: audit, brief, editorial
calendar, plans.
Content
Strategy
Establish the value of what you are
doing.
Generate insights that inform your
practice.
Support insightful business decisions.
Track progress of efforts.
Include both Output and Outcome.
Measurement
Establish the value of what you are
doing.
Generate insights that inform your
practice.
Support insightful business decisions.
Track progress of efforts.
Measurement
Output vs. Outcome
Output vs. Outcome
Channels
Content
Conversations
Voice
Output vs. Outcome
Sentiment
Behavior
ROI
Story
Message
Design
Plan
Examples
Story, Message, Design
PROJECT: FAMILY ENGAGEMENT VIDEO
CLIENT: KNOWLEDGE UNIVERSE
…the minutia of this morning ritual…the non-verbal exchanges that exists between front and back seat,
between mother and son.
PROJECT: FAMILY ENGAGEMENT VIDEO
CLIENT: KNOWLEDGE UNIVERSE
“reaches back to stroke his little leg all before flashing a smile that appears, thanks to the fantastic obliviousness of her head-in-the-clouds little boy"
“She nervously taps fingertips on the steering wheel, gives an anxious glance into the rearview"
STORY
DESIGN
Activity
BRAND PROMISE
EMPLOYEE VALUES
GOALS
AUDIENCE
STRATEGY
TIMING
TACTIC
OUTPUT/INPUT
Recap
Evolve brand promise to include employee
experience.
Be less Transactional and more Transformational
Measure! And include Output AND Outcome.
Get to know your audience.
Get to know your channels.
THANKS!
@mikevignette

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Aligning Your Brand Promise with Your Internal Audiences to Improve Employee Engagement