The document discusses the strategic importance of internal and external brand alignment. It argues that the most powerful brands are built from authenticity and human spirit rather than just advertising campaigns. Strong brands require alignment between a brand's identity, employees, and customers. Internal brand building aims to engage employees to consistently deliver on the brand's values, while external branding communicates the brand's position in the marketplace. The power of brand alignment comes from having employee and customer alignment with the brand.

1. The Strategic Importance of Internal
and External Brand Alignment
Karl D. Speak

2. Brand Trivia
Starbucks name was inspired by a character in what
classic novel?
a. Gulliver’s Travels
b. The Old Man and the Sea
c. Moby Dick
d. Treasure Island

4. Brand Trivia
What Minnesota company developed the black box used in
airplanes?
a. Honeywell
b. 3M
c. GE
d. General Mills
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6. “The most powerful and enduring brands are
built from the heart.
Their foundations are stronger because they
are built with the strength of the human spirit,
not an ad campaign.”

7. Brand Trivia
Where does the name WD-40 come from?

8. Water Displacement 40th Formula

9. ©2015 Brand Tool Box, Ltd.
Brand

10. ©2015 Brand Tool Box, Ltd.
Who You Are, Not What You Say

11. Brand is the perceived special quality of an
organization that makes a distinctive
difference for its customers.
©2015 Brand Tool Box, Ltd.

12. Strong Brands Are …
©2015 Brand Tool Box, Ltd.
Authentic
Distinctive
Relevant
Consistent

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Building a Strong Brand

14. Corporate Brands
Personal Brands
Product Brands
Strategic Brand Relationships
©2016 Brand Tool Box, Ltd.

15. Brand Platform
Brand Identity Strategy
Articulates the distinctive qualities of the
brand that create value in the relationship
Defines the relationship with customers
between product, company, and personal
brands
Internal Brand Building Organizational development activities to
engage employees to consistently deliver
on the values of the brand (“inside brand”)
Keeping the Brand Marketing communication activities that
position the brand to the external
marketplace (“outside brand”)
Strategy
Pillars
Implementation Activities
Brand Management Competency Framework

16. PBV = Preferred Brand Values
OPB = Organization’s Perceived Brand
WV = Working Values
Brand Arithmetic Terms

17. WV OPB=
WV PBV=
OPB PBV=
Working Values Organization's Perceived Brand
Organization’s Perceived Brand Preferred Brand Values
Preferred Brand ValuesWorking Values
Brand Arithmetic

18. Brand Inside
Brand Outside

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Strong brands on built on a
foundation of a highly aligned,
passionate culture.

20. The Power of Brand Alignment

21. Power of Brand Alignment
Employee
Alignment
Client
Alignment

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Leadership Alignment About Who We Are
A Clear Definition of Who We Are
A Passion for Who We Are and Making a Difference
The Difference Between Good and Great
1
2
3

23. Brand Ethos Examples
Breaking the Rules
Saving money
Trend

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Authenticity – Line of Sight

25. Authenticity – Line of Sight
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How far?
Who?

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“If I can Name it, I can know it.
- M. McLuhan

28. Brand Ethos
Empower

29. How Others Perceive Our Person-
Centered Care
The most innovative leader of senior housing and services,
empowering individuals to live richer and fuller lives.

30.  Provides a
wide range of
senior
services
 Passionate
 Professional
 Proactive
 Tenacious
 Treat people with
dignity
 Excellent service
 Trusting relationships
 Innovative practices
 Consistently customer-
focused
 Proactive problem
solvers
 Encourage and respect
customers’ individuality
How Our Person-Centered Care
Shows-Up

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Questions?