Brand image - changing internal perception
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This document discusses the importance of internal branding and creating brand champions within a company. It notes that the company is currently perceived externally as a technical resource provider but wants to change this image. It recommends educating and motivating employees on the brand identity through various communication channels. Employees who champion the new brand identity internally will help shift perceptions both within and outside the company to position it as a top business intelligence services company.
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Brand image - changing internal perception
- 1. Building brand and champions- Case ] study March 24, 2009 Marketing- corporate branding Dr. Sarma
- 2. Back Ground March 24, 2009 Marketing- corporate branding The corporate image of this company had distinct Perception both internally and externally. Reality check revealed that the first change must come from within.. Hence this change initiative.
- 9. March 24, 2009 Marketing- corporate branding Old or young?
- 15. ignore it or embrace it March 24, 2009 Marketing- corporate branding “ Right now, our customers are perceiving us in a particular way”. This is our own creation .
- 22. Why INTERNAL BRANDING? March 24, 2009 Marketing- corporate branding
- 23. shut down starbucks??!! they did it for what March 24, 2009 Marketing- corporate branding Howard Schultz recently shut down all US stores for 3 hours. Why? To retrain staff to properly to execute Starbuck’s unique brand position.
- 24. customers are in the driver’s seat not we March 24, 2009 Marketing- corporate branding
- 25. the Marriott message –the brand promises next generation comfort zone and not a hotel room March 24, 2009 Marketing- corporate branding
- 26. can a hospital be differently positioned ? March 24, 2009 Marketing- corporate branding Can hospital become better than home?
- 27. the brand creates strong exceptional messages March 24, 2009 Marketing- corporate branding Be it coffee shop, hospital ,or hotel
- 30. EDUCATE March 24, 2009 Marketing- corporate branding get the brand message at every point of interaction with employees, customers, media etc
- 32. MOTIVATE-How ? March 24, 2009 Marketing- corporate branding Let us Create Buzz about brand identity Reward and Recognize Constant Brand promotion efforts And do it all with a
- 33. We need internal brand CHAMPIONS March 24, 2009 Marketing- corporate branding We need Empowered key managers/employees to champion the campaign Implement Brand Boot Camp Monthly workshops Image checkups Nurture it
- 37. STEPS TO SUCCESS March 24, 2009 Marketing- corporate branding step 4 – conduct brand champion workshops develop the brand message standards guide. this will be important to keep everyone on the same page and keep “garbage” to minimum. identify nurture brand champions – have champions autograph the brand promise.
- 42. GOOD TO READ March 24, 2009 Marketing- corporate branding “ Employment branding is on the frontier of strategic HR thinking because no other ‘people strategy’ has a greater long-term impact on recruiting and retention. This book provides a compelling case as well as the required steps for utilizing internal employment branding to emotionally tie workers to their employer. It is simply the best book on internal employee branding, period!” --Dr. John Sullivan, professor of management, San Francisco State University; and author
- 43. GOOD TO READ March 24, 2009 Marketing- corporate branding “ Set clear expectations, give employees the right materials, focus on the employee, and recognize your best performers.” Curt Coffman Co-Author
- 44. GOOD TO READ March 24, 2009 Marketing- corporate branding “ Offers an integrative view of corporate brand management as a process that drives business forward in a global economy. With practical analytical models and tools designed to improve the effectiveness of your corporate brand, reading this book will change how you think about your branding efforts.” Jorgen Vig Knudstorp, CEO LEGO Group
- 46. THE BRANDS WE NEVER EVER WILL FORGET March 24, 2009 Marketing- corporate branding
- 47. March 24, 2009 Marketing- corporate branding
Notas do Editor
- we can brush aside stating the sample was skewed or even we can feel that this is not what Saama is
- In many cases when people come to Saama , they are buying into a story, in many cases a narrative that has been crafted by us as marketers to tweak their heartstrings in the right places, to push the right buttons. in some cases the brand story is very closely aligned with reality, so there are few incongruence’s, or contradictions of the brand story. Resourceprovider Vs BI solution provider In most situations, it is told by another person. Grinnell Regional medical Center
- it is necessary that the top man hold the vision, yet that vision to become reality all of us have to share the vision
- Are we top resource provider or Top BI service provider in our mind and in every other person’s mind?
- Both are there! Lesson: there are frequently different, and equally valid, ways to read a situation. We better listen to complementary perspectives
- What is your reality?
- Others?
- The brand is understood by all members, employees and acts as the central organizing principle. Employees’ behavior must be aligned with the brand and managed and rewarded as such.
- Many don’t know..they guess. What it isn’t….. Motivating and educating your internal target audiences (board, employees, volunteers) to live the brand everyday through not only words, but actions. If your internal team is not completely on board your brand fails to win the kind of internal buy-in necessary to imbed the brand message into the entire brand experience.
- And they are going at lightning speed. Our job is to keep one step ahead of them at all times. In the blink of an eye and a click of a mouse, their mind shifts. They want it all…..and they are settling for nothing less.
- Is this Memorial or a Marriott?? Consumers want the best and they are demanding it. Design is critical, they want state-of-the-art, modern and yes…even spa-like atmospheres for their healing oasis. They are paying attention to every detail, physical and psychological. Community Hospital North – Indianapolis Construction of a 400,000 sq ft North Patient tower and 600,000 in additional construction and renovation $200 million project - a patient tower, a five-story professional office building that connects to the hospital on every level, six-level parking structure and renovation of 135,000 square feet of the existing hospital. New patient tower more than doubled the size of the hospital, providing room for additional bed capacity and new amenities, including private rooms for all patients. Private neo-natal intensive care unit with ambient sound Art was seen as such an asset to the healing process that more than $400,000 was raised to commission 51 original pieces by local artists.
- Better home than home This is my daughter, my son, my mother…..treat your patients like family, bring your true brand to life.
- This is the goal.
- Do you remember the management mantra ""If you take care of your employees, they will take care of your customers“? This appeared out of the customer service function leading to new development in internal branding. Interestingly, the marketing function did not follow-suit straight away and has only recently started to engineer internal marketing strategies to ensure that employees are well versed in the brand attributes and values. It’s not about building loyalty (but it is a side benefit) It’s not about trying to retain our best talent It’s about sending a promise to your employees and letting them know that you believe in them, that they are an important part of your organization and they need to be excited about it! Then the promise is communicated to your patient through everyday compassion and care.
- Often times we see that the brand that we portray is not the brand that we deliver or the brand that patients experience Healthy behavior becomes a habit
- TEACH every one WHAT IT MEANS – SHOW/TELL THEM EXAMPLES Direct every one of THE CONVERSATION TO BE ABOUT THE being proud of what the brand stands for-Pride in being part of Top BI company-- to employees and prospective candidates
- IT IS VERY IMPORTANT AT THIS POINT THE INITIATIVE, SHOULD COME TOP DOWN. WEEKLY MESSAGE – CEO SENDS HIS IDEAS, WHAT HAS HE OBSERVED THAT WEEK – VERY GENUINE – THERE IS ALWAYS SOMETHING TO talk about brand .
- CHEER THEM ON! ENGAGE THEM! ASK THEM HOW THEY THINK THINGS ARE GOING…. This “internal branding” method instills the company’s guiding principles in employees from their first day on the job and seeks to reinforce those principles in varied and inspiring ways each and every day in order to leverage the power of the workforce. WORK WITH HR!!! GIVE NEW EMPLOYEES H THE BRAND PROMISE. REWARD THEM!!
- THE FUN PART……RECOGNIZE OUR BI STARS/Champions AND PUT THEM TO WORK
- Other steps: Implement Brand Guidelines – Don’t skip the manual
- How many times have you heard that in your executive offices?? Peter Drucker
- Brands are living, breathing entities that capture the heart and soul of an organization. If we take proper care of our brand and consistently nurture it then we will reap the benefits, as people respond positively to the clarity of our brand which establishes in the marketplace. These action steps to ensure improved brand compliance are measures we can and should take, not only to protect the financial stake of our organization we have in our brand, but the emotional stake we and more importantly, our people invest in your brand.
- the brand speaks When do we have our place here?