Best ways to brand your own messaging.

1. Building Brand Identity
February - 2012
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2. Who Are We?
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3. Defining Our Brand Means Defining Ourselves
• We use one-size fits all theories
• We use the same approach – focus group,
research groups, surveys
• We don’t evangelize our largest support
group – our employees and often ignore
their voices so our external voice is
splintered.
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4. How can we create intangible benefits for our
brand(s)?
Employees are a brand’s most powerful ambassadors – it is
their passion and inspiration that becomes embedded in whatever
product or service they pass on to consumers.
• Empower employees. Leverage our internal resources as experts
and let outside experts gather the herd/results.
• What can they do for us?
• Let firms compete for our business before we sign with them.
Provide the “Impressions of AT&T Report” and ask how they
would solve our specific identity crisis. What exercises would
they use? How do we create our brand promise?
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5. Fun for Everyone
Employees who actively “live the brand” create
benefits for the customer and the company.
Inspire them to participate.
Ideas:
•Play collaborative games – solicit feedback through
interaction
• http://innovationgames.com/product-box/
•Card sorting – have employees write adjectives on post-
its and create our strongest attributes
•Pinterest/vision board – use magazines from different
subjects and cut out images and phrases that describe our
brand. Paste them all to one common board. Share our
thoughts with the group about how each image relates to
the brand. Or have everyone create an online Pinterest
board.
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