"How to Engage Your Stakeholders" Worksheet (by Denise Lee Yohn)

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Develop brand engagement programs that are fun, inspiring, and interactive.

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

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 Engage Your Stakeholders" Worksheet (by Denise Lee Yohn)

  1. 1. how to build a breakthrough brand -- worksheethow to engage your stakeholdersEveryone who works for or with your company must work together to create customer experiences that buildyour brand image and equity. They must: share one clear, consistent, common understanding of your brand stakeholders include: understand and embrace their roles in interpreting and reinforcing it  executive leadership be committed to delivering it throughout everything they do  managers  frontline employeesWhen stakeholders are engaged with the brand they’re connected to:  agencies a higher purpose  channel partners their work has more meaning  vendors and importance -- it’s part of  investors a broader mission  board of directors stakeholders customers each other they understand the ultimate they are united by a value the company common objective and produces and delivers common set of valuesDevelop brand engagement programs that are fun, inspiring, and interactive. Here are a few examples:conduct a series of workshops in which cross-functional teams design a new organizational structure, newoperating processes, and new strategies to bring the brand to life. Make it a competition in which a panelof stakeholder judges award prizes.construct a photo scavenger hunt in which groups must photograph examples of brand touchpoints andtake pictures of themselves and their colleagues demonstrating thebrand attributes and values. Assemble collages of the photos with engage people with their:captions and headlines to explain the brand principles and put them • heads – so they know what to doon display. • hearts – so they’re inspired to do itcreate an online forum in which stakeholders submit ideas for new • hands – so they know how to do itways to bring the brand to life; post all the ideas and invite people torate, comment, and build upon them; then ask everyone to vote for their favorites.set up listening stations throughout your office. Interview customers about their brand experiences andthen make those recordings available at phone-booth like stations where people can plug headphones intoa computer or tablet, hear a customer’s perspective, and then post notes capturing their reactions and thebrand-building thoughts and ideas they have based on what they heard.run a game show – live or virtual -- in which teams compete to answer questions about the brand platform,your target customers, the brand toolbox, company milestones, etc.create an app that people can download onto their mobile phones or tablets. The app can include aquiz about the role and value of the brand, a dictionary of key brand-related terms, a real-time dashboardof scores from brand tracking studies and social media monitoring, a daily brand bit sent every morning toprovide regular inspiration and information about the brand, etc.bring people together to work on a community service project or to experience a newactivity -- pick something that exemplifies an attribute or value of your brand. Give peoplea journal in which to jot their insights during their time together and then facilitate adiscussion about what they learned and how it relates to your brand and how it should beexperienced.visit http://deniseleeyohn.com/bbb to view Denise’s “How to Builda Breakthrough Brand” video series and access other worksheets • mail@deniseleeyohn.com • © 2012 Denise Lee Yohn, Inc. • 917 446 9325 •

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