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DRINKING 

THE KOOL-AID
why and how to build your internal brand

Martha Bartlett Piland

president + ceo

@MarthaPiland

martha@mbpiland.com
© MB Piland Advertising + Marketing. All rights reserved.
OBJECTIVES Understand the importance 

of branding.

See how breaking down silos 

boosts your efforts.

Learn strategies for making your 

brand a powerhouse—inside and out.

© MB Piland Advertising + Marketing. All rights reserved.
IMPORTANCE

OF A BRAND
© MB Piland Advertising + Marketing. All rights reserved.
A brand is “you” in a promotional 

package. It’s a way to stand out 

from the competition. 



It makes you noteworthy. 



It offers a promise.
IMPORTANCE

OF A BRAND
LOYALTRUST
ASSOCIATE
PAY MORE
TALK
ABOUT
© MB Piland Advertising + Marketing. All rights reserved.
Brands don’t just happen. They are 

created, sustained and become legendary 

only with a long-term investment in a 

consistent look, feel and messaging.

IMPORTANCE

OF A BRAND
© MB Piland Advertising + Marketing. All rights reserved.
IMPORTANCE

OF A BRAND
breaks through the clutter

helps fight competition

increases credibility

becomes “shorthand”
© MB Piland Advertising + Marketing. All rights reserved.
evaluate your outwardly focused efforts:
fundraising appeals

PR efforts

logo and slogan usage

website

sound effects or music

newsletter

what else?
TAKE A

LOOK
© MB Piland Advertising + Marketing. All rights reserved.
what about the inwardly focused efforts?
employee and board meetings

intranet

social media

uniforms or name badges

internal newsletter

creating/sharing the strategic plan

recruitment materials

what else?
STOP &

LISTEN
© MB Piland Advertising + Marketing. All rights reserved.
You want to ATTRACT great talent.

You want to KEEP great talent.

You want your talent to LOVE your organization.

They will be like MAGNETS for other talent, donors and volunteers.

This all leads to more REVENUE and SUSTAINABILITY.
why care about the inside?
IMPORTANCE

OF A BRAND
When every single touchpoint of your brand is filled

with the same purpose and passion, it’s palpable.
Employees notice. Clients notice. Donors notice.
WHY
BUILD IT!

fleet graphics
facebook
online
w
eb
phone brochure
uniform
s
PR
events
nam
e
tags
parking
lot
em
ail sigs
ads
m
ugs
signage
correspondence
handouts
intranet
newsletter
google+
invitations
em
ploym
ent ads
eNewsphoto
nners
© MB Piland Advertising + Marketing. All rights reserved.
© MB Piland Advertising + Marketing. All rights reserved.
THE MATH

this isn’t just about 

feeling nice or looking 

good: it goes straight 

to the bottom line
© MB Piland Advertising + Marketing. All rights reserved.
THE MATH
“Within a year, employers lose nearly 

one-quarter of new hires, while

another one-third don’t satisfy 

productivity targets.”
Allied Van Lines 2012 Allied Workforce 

Mobility Study as reported by BenefitsPro.
new hires lost
missed productivity targets
new hires retained and performing
“Within a year, employers lose nearly 

one-quarter of new hires, while

another one-third don’t satisfy 

productivity targets.”
Allied Van Lines 2012 Allied Workforce 

Mobility Study as reported by BenefitsPro.
© MB Piland Advertising + Marketing. All rights reserved.
“Within a year, employers lose nearly 

one-quarter of new hires, while

another one-third don’t satisfy 

productivity targets.”
Allied Van Lines 2012 Allied Workforce 

Mobility Study as reported by BenefitsPro.
The Cheesecake Factory spends about $2,000 per employee for 

training each year and reaps sales of $1,000 per square foot—more 

than twice the industry average.
American Society for Training and 

Development, 2000
why inside?
Cheesecake Factory Sales Competitors
THE MATH
© MB Piland Advertising + Marketing. All rights reserved.
Allied Van Lines 2012 Allied Workforce 

Mobility Study as reported by BenefitsPro.
why inside?
“Conscious Capitalism” companies returned 1025%
over the past 10 years, compared to only 122% for 

the S&P 500 and 316% for the companies profiled in
the bestselling book Good to Great.

Conscious

1025% 

S&P 500
122%
Good to Great
316%

Firms of Endearment: http://www.firmsofendearment.com
THE MATH
If the big organizations can do it, you can, too. 

If the small organizations can do it, you can too.

NO EXCUSES
YES YOU CAN 

© MB Piland Advertising + Marketing. All rights reserved.
… hmmmmm
PURPOSE 

© MB Piland Advertising + Marketing. All rights reserved.
What are you here to do? For both internal AND external “customers”?

What makes you excited to get out of bed and come to work?

What do you “sell”?
•Health and well-being?

•Independence?

•Fun?

•Empowerment?

•Opportunity?
BRAND 

© MB Piland Advertising + Marketing. All rights reserved.
How is the organization Packaged, Promoted, Priced, Distributed?
high value? expensive? affordable?

quality?

variety?

how does it smell?

feel?

sound?

If your brand were a vehicle, what would it be?

If you had a soundtrack, what would it be like?
© MB Piland Advertising + Marketing. All rights reserved.
how you do things

rituals

leadership styles

work environment

onboarding process

what you celebrate

your values

how you interact with colleagues, partners and clients
CULTURE
Put it all together. Purpose and culture

build your brand. Plan from the inside 

out. 



You’ll have ever widening circles that 

overlap, change and grow.

BRAND-ALIGNED

TACTICS
© MB Piland Advertising + Marketing. All rights reserved.
© MB Piland Advertising + Marketing. All rights reserved.
© MB Piland Advertising + Marketing. All rights reserved.
AUDIENCES

INTERNAL (THE LIST COULD BE LONGER)
staff
volunteers
funders
strategic partners
board
suppliers
???
EXAMINE &

LISTEN
© MB Piland Advertising + Marketing. All rights reserved.
employee survey

focus groups

social media

health check

interviews
© MB Piland Advertising + Marketing. All rights reserved.
Internal and external tactics must support each other

Where are the holes?

What will we do—and when?
3. ALIGN AND PLANALIGN &

PLAN
© MB Piland Advertising + Marketing. All rights reserved.
Take action: work from a calendar

Measure: monitor and be aware

Report back: both up and down the chain

Adjust as needed
EXECUTE &

MEASURE
© MB Piland Advertising + Marketing. All rights reserved.
NO SILOS
Include marketing, communications, operations, IT and others.

You have to work together to make this happen.

C-suite must endorse and support you.
© MB Piland Advertising + Marketing. All rights reserved.
CLOSER

TO HOME
MB Piland client: some insights 

into the inside, from square 1
© MB Piland Advertising + Marketing. All rights reserved.
EXAMPLES
Rapidly growing company

300+ employees in numerous offices all across the U.S.

Big goals

Thought they just needed brand and presentation materials refresh
© MB Piland Advertising + Marketing. All rights reserved.
MB PILAND

CLIENT
We shared our discovery and 

recommended strong internal 

brand tactics along with the external.

They were out of round.
© MB Piland Advertising + Marketing. All rights reserved.
The “curse of knowledge” meant they’d left employees 

in the dark about goals and achievements.

They were full of silos.
MB PILAND

CLIENT
© MB Piland Advertising + Marketing. All rights reserved.
WHAT THEY REALLY NEEDED

help defining purpose and articulating it

brand differentiation for sales and recruiting

ways to cross-sell services

systems to bridge silos and improve sales efforts

brand and proposal refresh—and more
MB PILAND

CLIENT
© MB Piland Advertising + Marketing. All rights reserved.
MB PILAND

CLIENT
WHAT DID I SAY ABOUT SILOS?
Marketing said “no, that’s HR’s job.”

C-suite said “they really didn’t know?”

We said “trust us” and they listened.
“?”
© MB Piland Advertising + Marketing. All rights reserved.
designated + empowered internal champions

kick off events with food and fun

branded swag

substantive employee newsletter

intranet

ongoing updates and feedback
MB PILAND

CLIENT
LAUNCH
© MB Piland Advertising + Marketing. All rights reserved.
MB PILAND

CLIENT
PHASE 2
cross functional “expansion teams” organized 

and accountable for activating new strategies

training and systematic processes for cross-selling 

and promotion

internal mentoring and a rising star program
© MB Piland Advertising + Marketing. All rights reserved.
RESULTS
overwhelmingly positive

people enthusiastic about 

their role in moving the 

company forward

they’ve recently acquired 

a competitor and are positioned

to integrate their new people

goals have increased—and they’re meeting them!
MB PILAND

CLIENT X
© MB Piland Advertising + Marketing. All rights reserved.
YOUR 

TURN
1. Identify Audiences

2. Examine and Listen

3. Align and Plan

4. Execute and Measure
© MB Piland Advertising + Marketing. All rights reserved.
AUDIENCES
employees

board of directors?

strategic partners?

suppliers?

Who else is an internal audience needing branded engagement?
© MB Piland Advertising + Marketing. All rights reserved.
LISTEN
secret shopping

focus groups

online surveys

town hall meetings

audit social media
© MB Piland Advertising + Marketing. All rights reserved.
ALIGN &

PLAN
WITH MARKETING

help developing employee recruitment materials

intranet

help with brand “manifesto” for onboarding

“our culture” section for website

measurement
© MB Piland Advertising + Marketing. All rights reserved.
ALIGN &

PLAN
WITH INTERNAL COMMUNICATIONS
help developing employee recruitment materials

reporting back (up and down) on results and feedback
© MB Piland Advertising + Marketing. All rights reserved.
ALIGN &

PLAN
WITH IT
help analyzing activity on your web page employment section

help implementing and maintaining intranet
© MB Piland Advertising + Marketing. All rights reserved.
ALIGN &

PLAN
WHO ELSE DO YOU NEED?
operations

finance

sales/development

hr

Involve them!
© MB Piland Advertising + Marketing. All rights reserved.
•increased referrals from within

•satisfaction surveys (both inside and out)

•increased applications

•decreased turnover

•increased fundraising

--new donors

--new gifts from current donors

--increased market share

•increased profit margin

•increased funding for new programs
MEASUREMENT

IDEAS
© MB Piland Advertising + Marketing. All rights reserved.
intranet or private Facebook or LinkedIn page

HootSuite “conversations” or Yammer

private pages on Pinterest

recognitions

contests
TACTICAL

IDEAS
Girl Scouts 

PR Stars
© MB Piland Advertising + Marketing. All rights reserved.
TACTICAL

IDEAS
Girl Scouts Honorary 

Legislative Troop
© MB Piland Advertising + Marketing. All rights reserved.
© MB Piland Advertising + Marketing. All rights reserved.
Themed birthday parties
SEE MORE OR
FOR HELP:
CONTACT
@MarthaPiland • 785.969.6203

martha@mbpiland.com
© MB Piland Advertising + Marketing. All rights reserved.

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Drinking the Kool Aid: How and Why for Internal Brands

  • 1. DRINKING 
 THE KOOL-AID why and how to build your internal brand Martha Bartlett Piland president + ceo @MarthaPiland martha@mbpiland.com © MB Piland Advertising + Marketing. All rights reserved.
  • 2. OBJECTIVES Understand the importance 
 of branding. See how breaking down silos 
 boosts your efforts. Learn strategies for making your 
 brand a powerhouse—inside and out.
 © MB Piland Advertising + Marketing. All rights reserved.
  • 3. IMPORTANCE
 OF A BRAND © MB Piland Advertising + Marketing. All rights reserved. A brand is “you” in a promotional 
 package. It’s a way to stand out 
 from the competition. 
 
 It makes you noteworthy. 
 
 It offers a promise.
  • 4. IMPORTANCE
 OF A BRAND LOYALTRUST ASSOCIATE PAY MORE TALK ABOUT © MB Piland Advertising + Marketing. All rights reserved.
  • 5. Brands don’t just happen. They are 
 created, sustained and become legendary 
 only with a long-term investment in a 
 consistent look, feel and messaging. IMPORTANCE
 OF A BRAND © MB Piland Advertising + Marketing. All rights reserved.
  • 6. IMPORTANCE
 OF A BRAND breaks through the clutter helps fight competition increases credibility becomes “shorthand” © MB Piland Advertising + Marketing. All rights reserved.
  • 7. evaluate your outwardly focused efforts: fundraising appeals PR efforts logo and slogan usage website sound effects or music newsletter what else? TAKE A
 LOOK © MB Piland Advertising + Marketing. All rights reserved.
  • 8. what about the inwardly focused efforts? employee and board meetings intranet social media uniforms or name badges internal newsletter creating/sharing the strategic plan recruitment materials what else? STOP &
 LISTEN
  • 9. © MB Piland Advertising + Marketing. All rights reserved. You want to ATTRACT great talent. You want to KEEP great talent. You want your talent to LOVE your organization. They will be like MAGNETS for other talent, donors and volunteers. This all leads to more REVENUE and SUSTAINABILITY. why care about the inside? IMPORTANCE
 OF A BRAND
  • 10. When every single touchpoint of your brand is filled
 with the same purpose and passion, it’s palpable. Employees notice. Clients notice. Donors notice. WHY
  • 11. BUILD IT!
 fleet graphics facebook online w eb phone brochure uniform s PR events nam e tags parking lot em ail sigs ads m ugs signage correspondence handouts intranet newsletter google+ invitations em ploym ent ads eNewsphoto nners © MB Piland Advertising + Marketing. All rights reserved.
  • 12. © MB Piland Advertising + Marketing. All rights reserved. THE MATH
 this isn’t just about 
 feeling nice or looking 
 good: it goes straight 
 to the bottom line
  • 13. © MB Piland Advertising + Marketing. All rights reserved. THE MATH “Within a year, employers lose nearly 
 one-quarter of new hires, while
 another one-third don’t satisfy 
 productivity targets.” Allied Van Lines 2012 Allied Workforce 
 Mobility Study as reported by BenefitsPro. new hires lost missed productivity targets new hires retained and performing “Within a year, employers lose nearly 
 one-quarter of new hires, while
 another one-third don’t satisfy 
 productivity targets.” Allied Van Lines 2012 Allied Workforce 
 Mobility Study as reported by BenefitsPro.
  • 14. © MB Piland Advertising + Marketing. All rights reserved. “Within a year, employers lose nearly 
 one-quarter of new hires, while
 another one-third don’t satisfy 
 productivity targets.” Allied Van Lines 2012 Allied Workforce 
 Mobility Study as reported by BenefitsPro. The Cheesecake Factory spends about $2,000 per employee for 
 training each year and reaps sales of $1,000 per square foot—more 
 than twice the industry average. American Society for Training and 
 Development, 2000 why inside? Cheesecake Factory Sales Competitors THE MATH
  • 15. © MB Piland Advertising + Marketing. All rights reserved. Allied Van Lines 2012 Allied Workforce 
 Mobility Study as reported by BenefitsPro. why inside? “Conscious Capitalism” companies returned 1025% over the past 10 years, compared to only 122% for 
 the S&P 500 and 316% for the companies profiled in the bestselling book Good to Great.
 Conscious
 1025% 
 S&P 500 122% Good to Great 316%
 Firms of Endearment: http://www.firmsofendearment.com THE MATH
  • 16. If the big organizations can do it, you can, too. 
 If the small organizations can do it, you can too. NO EXCUSES YES YOU CAN 
 © MB Piland Advertising + Marketing. All rights reserved.
  • 17. … hmmmmm PURPOSE 
 © MB Piland Advertising + Marketing. All rights reserved. What are you here to do? For both internal AND external “customers”? What makes you excited to get out of bed and come to work? What do you “sell”? •Health and well-being? •Independence? •Fun? •Empowerment? •Opportunity?
  • 18. BRAND 
 © MB Piland Advertising + Marketing. All rights reserved. How is the organization Packaged, Promoted, Priced, Distributed? high value? expensive? affordable? quality? variety? how does it smell? feel? sound? If your brand were a vehicle, what would it be? If you had a soundtrack, what would it be like?
  • 19. © MB Piland Advertising + Marketing. All rights reserved. how you do things rituals leadership styles work environment onboarding process what you celebrate your values how you interact with colleagues, partners and clients CULTURE
  • 20. Put it all together. Purpose and culture
 build your brand. Plan from the inside 
 out. 
 You’ll have ever widening circles that 
 overlap, change and grow. BRAND-ALIGNED TACTICS © MB Piland Advertising + Marketing. All rights reserved.
  • 21. © MB Piland Advertising + Marketing. All rights reserved.
  • 22. © MB Piland Advertising + Marketing. All rights reserved. AUDIENCES INTERNAL (THE LIST COULD BE LONGER) staff volunteers funders strategic partners board suppliers ???
  • 23. EXAMINE &
 LISTEN © MB Piland Advertising + Marketing. All rights reserved. employee survey focus groups social media health check interviews
  • 24. © MB Piland Advertising + Marketing. All rights reserved. Internal and external tactics must support each other Where are the holes? What will we do—and when? 3. ALIGN AND PLANALIGN &
 PLAN
  • 25. © MB Piland Advertising + Marketing. All rights reserved. Take action: work from a calendar Measure: monitor and be aware Report back: both up and down the chain Adjust as needed EXECUTE &
 MEASURE
  • 26. © MB Piland Advertising + Marketing. All rights reserved. NO SILOS Include marketing, communications, operations, IT and others. You have to work together to make this happen. C-suite must endorse and support you.
  • 27. © MB Piland Advertising + Marketing. All rights reserved. CLOSER
 TO HOME MB Piland client: some insights 
 into the inside, from square 1
  • 28. © MB Piland Advertising + Marketing. All rights reserved. EXAMPLES Rapidly growing company 300+ employees in numerous offices all across the U.S. Big goals Thought they just needed brand and presentation materials refresh
  • 29. © MB Piland Advertising + Marketing. All rights reserved. MB PILAND
 CLIENT We shared our discovery and 
 recommended strong internal 
 brand tactics along with the external. They were out of round.
  • 30. © MB Piland Advertising + Marketing. All rights reserved. The “curse of knowledge” meant they’d left employees 
 in the dark about goals and achievements. They were full of silos. MB PILAND
 CLIENT
  • 31. © MB Piland Advertising + Marketing. All rights reserved. WHAT THEY REALLY NEEDED help defining purpose and articulating it brand differentiation for sales and recruiting ways to cross-sell services systems to bridge silos and improve sales efforts brand and proposal refresh—and more MB PILAND
 CLIENT
  • 32. © MB Piland Advertising + Marketing. All rights reserved. MB PILAND
 CLIENT WHAT DID I SAY ABOUT SILOS? Marketing said “no, that’s HR’s job.” C-suite said “they really didn’t know?” We said “trust us” and they listened. “?”
  • 33. © MB Piland Advertising + Marketing. All rights reserved. designated + empowered internal champions kick off events with food and fun branded swag substantive employee newsletter intranet ongoing updates and feedback MB PILAND
 CLIENT LAUNCH
  • 34. © MB Piland Advertising + Marketing. All rights reserved. MB PILAND
 CLIENT PHASE 2 cross functional “expansion teams” organized 
 and accountable for activating new strategies training and systematic processes for cross-selling 
 and promotion internal mentoring and a rising star program
  • 35. © MB Piland Advertising + Marketing. All rights reserved. RESULTS overwhelmingly positive people enthusiastic about 
 their role in moving the 
 company forward they’ve recently acquired 
 a competitor and are positioned
 to integrate their new people goals have increased—and they’re meeting them! MB PILAND
 CLIENT X
  • 36. © MB Piland Advertising + Marketing. All rights reserved. YOUR 
 TURN 1. Identify Audiences 2. Examine and Listen 3. Align and Plan 4. Execute and Measure
  • 37. © MB Piland Advertising + Marketing. All rights reserved. AUDIENCES employees board of directors? strategic partners? suppliers? Who else is an internal audience needing branded engagement?
  • 38. © MB Piland Advertising + Marketing. All rights reserved. LISTEN secret shopping focus groups online surveys town hall meetings audit social media
  • 39. © MB Piland Advertising + Marketing. All rights reserved. ALIGN &
 PLAN WITH MARKETING help developing employee recruitment materials intranet help with brand “manifesto” for onboarding “our culture” section for website measurement
  • 40. © MB Piland Advertising + Marketing. All rights reserved. ALIGN &
 PLAN WITH INTERNAL COMMUNICATIONS help developing employee recruitment materials reporting back (up and down) on results and feedback
  • 41. © MB Piland Advertising + Marketing. All rights reserved. ALIGN &
 PLAN WITH IT help analyzing activity on your web page employment section help implementing and maintaining intranet
  • 42. © MB Piland Advertising + Marketing. All rights reserved. ALIGN &
 PLAN WHO ELSE DO YOU NEED? operations finance sales/development hr Involve them!
  • 43. © MB Piland Advertising + Marketing. All rights reserved. •increased referrals from within •satisfaction surveys (both inside and out) •increased applications •decreased turnover •increased fundraising --new donors --new gifts from current donors --increased market share •increased profit margin •increased funding for new programs MEASUREMENT
 IDEAS
  • 44. © MB Piland Advertising + Marketing. All rights reserved. intranet or private Facebook or LinkedIn page HootSuite “conversations” or Yammer private pages on Pinterest recognitions contests TACTICAL
 IDEAS
  • 45. Girl Scouts 
 PR Stars © MB Piland Advertising + Marketing. All rights reserved. TACTICAL
 IDEAS
  • 46. Girl Scouts Honorary 
 Legislative Troop
  • 47. © MB Piland Advertising + Marketing. All rights reserved.
  • 48. © MB Piland Advertising + Marketing. All rights reserved. Themed birthday parties
  • 49. SEE MORE OR FOR HELP: CONTACT @MarthaPiland • 785.969.6203 martha@mbpiland.com © MB Piland Advertising + Marketing. All rights reserved.