Inside/Out Innovation
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This document discusses branding strategies and outlines a process for developing an authentic brand strategy. It recommends discovering the truthful values of a company through understanding employees and customers. A four-step process is outlined: get information, integrate it, develop the strategy, and deploy it company-wide using various tools to communicate the brand internally. Authenticity and delivering on promises are emphasized over wishful thinking or outdated traditional branding approaches.
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Inside/Out Innovation
- 1. BRAND archeologists / strategists / cheerleaders www.brandbooster.com
- 4. An alternative to ‘selling’ the brand to employees.
- 6. You can’t fool either group. Inauthentic claims & promises do more harm than good. Ask potential customers what they want. Then, say that’s what you are. WHY THE OLD WAY OF BRANDING NO LONGER WORKS. Find the most market-valued truth in your organization. Customers AND employees are smart & sophisticated. Old traditional outdated way New proven effective way
- 7. How it works: Get the information Integrate it Develop the strategy Deploy it company-wide 01 02 03 04
- 8. Truth vs. Wishful Thinking Discovers the most valuable authentic truth . Reveals the truth of the company & culture. Tells you what they value in experiencing a company like yours. TRUTH OF THE ORGANIZATION Employees Current & Potential Customers REALITIES OF THE MARKETPLACE
- 11. At its core, must include: The story The vision The point of difference The promise 01 02 03 04
- 12. Why authenticity matters: Trust Truth 01 02
- 14. The promise: Is it relevant? True? Believed? Supported? 01 02 03 04
- 15. “ Getting employees to share a purpose beyond making money is the only way to consistently deliver shareholder value.” - Bill George, strategy + business
- 20. Custom learning tools Office layout/design Signage Graphics Brand videos Brand guidelines Orientation modules Intranets Learning centers Webcast Toolkits Recruiting materials Incentive programs, Mentoring programs/opportunities, Customer interaction sessions, Storytelling, Games, Brand events/sponsorships, Brand-building contests, Employee workshops and discussion circles, Role playing INFORMATIONAL ENVIRONMENTAL INTERACTIVE
- 22. 4th Quarter 3rd Quarter
- 30. BRAND archeologists / strategists / cheerleaders www.brandbooster.com
Editor's Notes
- Ultimately, the biggestest differentiating factor is found in the culture not the product sinc….
- Generally, people know more than they think they know. If you were to ask someone to describe what’s unique about the brand, or what the brand traits are, chances are they wouldn’t have an answer. But if you were to ask them to describe the brand like a person they wanted to fix you up with, you’d learn a lot. We incorporate that kind of thiking with group dynamics to arrive at some deep insights very quickly We’re going to see how that works today
- Give examples I.e. “important info enclosed” Starting out with a lie
- examples: UNION SWUARE; EDUCATED 32 EAST: EMPOWERED