Brand inside: Your secret weapon is closer than you think.

1. The brand inside
Your secret weapon is closer than you think

2. A thought leadership presentation
by James Kelly
US Brand Leader | PwC

3. Marketers across industries are asking themselves
“How do I adjust brand strategy in an economic downturn?”
“Is now a good time to boost ad spend as others hold back?”
“How about social media?”
“Should we shift to reflect new consumer priorities?”
“How can I justify my marketing spend when people are being laid off?”
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4. The #1 priority is keeping your
brand relevant
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5. “There’s no such thing as a free lunch.”
– Dad
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6. You have to invest somewhere, and these
are some of the usual suspects
Social media Promotions
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Advertising Public relations
Sponsorships Guerilla
Websites
Thought
leadership
Events
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7. But you might be overlooking your most
critical asset...
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8. Your employees and their faith in
your brand
Both take a beating in an economic downturn
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9. This affects everything
Productivity
Profitability
Corporate
culture
Talent
retention
Client
relationships
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10. Your employes are your brand
• What they do and how they do it makes your company’s
promise true or false.
• They instill your company with energy and integrity.
• They make people want to work with you (or not).
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11. It’s easy to make assumptions about
employee loyalty or underestimate their
role in your future success.
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12. But, if your best performers don’t feel
valued and appreciated when times are
tough, they may be the first ones out the
door when the economy turns around.
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13. Now’s the time to re-energize and
reintroduce your employees to your brand
Here are 6 ideas to get you started...
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14. 1. Refocus on the positive

15. 1. Refocus on the positive
• Share milestones and achievements.
• Recognize people for living up to the brand.
• Showcase your commitment to community
service–especially if it’s getting stronger.
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16. 2. Involve others

17. 2. Involve others
On average, the marketing department makes up 6% of an
organizations overall headcount.
– American Marketing Association
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18. 2. Involve others
On average, the marketing department makes up 6% of an
organizations overall headcount.
– American Marketing Association
Now is the time to re-energize the other 94%.
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19. 2. Involve others
See how other departments are creating empathy and appreciation
Some examples:
• Human Resources (offering flexible work arrangements)
• Benefits (new healthy-living programs)
• Learning and Education (more opportunities for growth)
• Diversity (bringing together different perspectives)
• IT (new networking and knowledge-sharing tools)
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20. 3. Create a sense of community

21. 3. Create a sense of community
Personal stories are at the heart of every great brand
People are inspired by feeling they are a part of something bigger
than themselves, something that has an important role or mission.
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22. 3. Create a sense of community
Highlight the extraordinary
• Who are the unsung heroes in your company that keep things
humming behind the scenes?
• Has someone gone the extra mile for a client or a colleague?
• Is there an individual who embodies all the best attributes of your
brand in his or her work ethic?
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23. 4. Help ease the pressure

24. 4. Help ease the pressure
The Harvard Business Review estimates that businesses lose more
than $300 billion annually in stress-related productivity, health care
and absenteeism costs.
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25. 4. Help ease the pressure
The Harvard Business Review estimates that businesses lose more
than $300 billion annually in stress-related productivity, health care
and absenteeism costs.
... And that’s in a normal economy.
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26. 4. Help ease the pressure
What are you doing to avoid economically driven lay-offs?
• Offering flexible hours?
• More time off to be with families?
• Job-sharing?
• Cutting costs in other places?
• Voluntary sabbaticals?
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27. Let people know.
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28. 5. Make the extra effort to connect

29. 5. Make the extra effort to connect
Bring transparency to your communication
• Get leadership directly and genuinely involved in sharing
what’s happening in your organization.
• Don’t sugarcoat difficult messages. Straight talk sends a
message that you trust someone.
• Ask for your employees’ input.
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30. 5. Make the extra effort to connect
Spend time with people in different departments
60 minutes a week can increase morale and productivity
by 75%.
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31. 5. Make the extra effort to connect
Bring people together
• Address the issues that are really on employees’ minds.
• Be visible and reachable.
• Inspire.
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32. 6. Repeat

33. 6. Repeat
Your brand is an ongoing commitment, not a one-off
It’s always a good time to renew and refresh your brand.
And staying relevant is always critical.
People will support what they believe in and what they
feel a part of. They will abandon what they don’t.
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34. “It’s what’s on the inside that counts.”
– Mom
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35. Thank you.
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information
contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness
of the information contained in this publication, and, to the extent permitted by law, [insert legal name of the PwC firm], its members, employees and agents do not accept
or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this
publication or for any decision based on it. © 2010 [insert legal name of the PwC firm]. All rights reserved. In this document, “PwC” refers to [insert legal name of the PwC
firm] which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.
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