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Brand image - changing internal perception

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THIS IS CASE STUDY ON INTERNAL BRAND IMAGE CREATION

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Brand image - changing internal perception

  1. 1. Building brand and champions- Case ] study March 24, 2009 Marketing- corporate branding Dr. Sarma
  2. 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.
  3. 3. Why this conversation now? <ul><li>our recent survey shows that many customers perceive Saama to be technical resource provider. </li></ul><ul><li>That is no myth but real. </li></ul><ul><li>is that perception something we wish to retain for ever or change the image .? </li></ul><ul><li>We need to do examine the reasons and figure out a change process </li></ul>March 24, 2009 Marketing- corporate branding Give us clear vision that we may know where to stand and what to stand for- because unless we stand for something we shall fall for anything” peter Marshall TV show host
  4. 4. What will be covered <ul><li>Corporate branding- internal//external </li></ul><ul><li>Benefits of C-branding </li></ul><ul><li>We need brand ambassadors </li></ul><ul><li>Case example –star buck, Marriott </li></ul><ul><li>What do we do? </li></ul>March 24, 2009 Marketing- corporate branding
  5. 5. THE C-BRAND STORY <ul><li>Do we have a story worth telling or worth listening </li></ul>March 24, 2009 Marketing- corporate branding
  6. 6. what we are and what we want to be or is it what we think to be? <ul><li>whose vision anyway? </li></ul><ul><li>Being top BI solution provider in the world can it be the president’s dream only? </li></ul><ul><li>Principle of shared vision </li></ul>March 24, 2009 Marketing- corporate branding One person with a belief is equal to a force of ninety-nine who have only interests .”
  7. 7. <ul><li>If we perceive our self as resource provider then we shall continue be that </li></ul><ul><li>We need to have our own mental map of Saama as TOP BI services company and we need to hold that image in our own mind for our stakeholders </li></ul>March 24, 2009 Marketing- corporate branding “ We are limited, not by our abilities, but by our vision.”
  8. 8. Proving the point <ul><li>Do we have identity crisis in our mind? </li></ul><ul><li>Is it double vision or double image? </li></ul>March 24, 2009 Marketing- corporate branding
  9. 9. March 24, 2009 Marketing- corporate branding Old or young?
  10. 10. March 24, 2009 Marketing- corporate branding The Pygmalion Effect- let us understand psychology of behaviour <ul><li>Pygmalion was the prince of Cyprus and sculptor he was woman hater </li></ul><ul><li>How the paradigm shifted? </li></ul><ul><li>he carved a beautiful female statue Galatea with all passion </li></ul><ul><li>He loved the statue so much that she came to life because Aphrodite breathed life </li></ul><ul><li>Moral – people will become what we want them to become </li></ul>
  11. 11. Is it how one behaves or how we treat <ul><li>“ the difference between a lady and a flower girl is not how she behaves but how she’s treated. I shall always be a flower girl to Professor Higgins, because he always treats me as a flower girl, and always will, but I know I can be a lady to you because you always treat me as a lady, and always will.” </li></ul><ul><li>Eliza Doolittle my fair lady by Bernard Shaw </li></ul>March 24, 2009 Marketing- corporate branding
  12. 12. The psychology – How it works <ul><li>We form certain mental maps </li></ul><ul><li>We communicate those ideas </li></ul><ul><li>with various cues. </li></ul><ul><li>People tend to respond to these cues </li></ul><ul><li>by adjusting their behaviour to match them. </li></ul><ul><li>The result is that the original expectation </li></ul><ul><li>becomes true. </li></ul><ul><li>This creates a circle of self-fulfilling prophecies. </li></ul>March 24, 2009 Marketing- corporate branding
  13. 13. <ul><li>If we think of people as BO skill or informatica skill we shall always believe that we are an organisation which is collection of people with those skills. </li></ul><ul><li>Just like the flower girl and society lady in Eliza Doolittle </li></ul>March 24, 2009 Marketing- corporate branding
  14. 14. <ul><li>If our cues are in the direction of resource provider then we shall be that </li></ul><ul><li>and world will perceive us to be that </li></ul><ul><li>The current paradigm needs to shift </li></ul>March 24, 2009 Marketing- corporate branding
  15. 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 .
  16. 16. perception is reality – can we ignore it? <ul><li>“ When you meet someone for the first time, or walk into a house you are thinking of buying, or read the first few sentences of a book, your mind takes about two seconds to jump to a series of conclusions.” </li></ul><ul><li>Malcolm Gladwell </li></ul><ul><li>Author of “Blink” </li></ul>March 24, 2009 Marketing- corporate branding
  17. 17. “ Mental models” <ul><li>are deeply ingrained assumptions, generalizations, or even pictures or images that influence how we understand the world and how we take action. The discipline of working with mental models starts with turning the mirror inward; learning to unearth our internal pictures of the world, to bring them to the surface and hold them rigorously to scrutiny. It also includes the ability to carry on &quot;learningful&quot; conversations that balance inquiry and advocacy, where people expose their own thinking effectively and make that thinking open to the influence of others. Peter senge Fifth Discipline </li></ul>March 24, 2009 Marketing- corporate branding
  18. 18. Image by design or default? <ul><li>Brand identity cannot be left to chance </li></ul><ul><li>It has to be first created in the mind and then put outside </li></ul>March 24, 2009 Marketing- corporate branding
  19. 19. benefits of a strong brand image <ul><li>Creates high affiliation in Saama community </li></ul><ul><li>Attraction and retention of employees easier </li></ul><ul><li>Strong brand image receives a lot of publicity </li></ul><ul><li>Increases customer loyalty and referrals </li></ul><ul><li>Increases market share for target market </li></ul><ul><li>Provides a platform for growth </li></ul><ul><li>Easier to support the brand promise </li></ul>March 24, 2009 Marketing- corporate branding
  20. 20. effective branding <ul><li>A well positioned Brand can continuously deliver benefits that meet and exceed customer expectations </li></ul><ul><li>Brand is relevant to defined audiences </li></ul><ul><li>Brand’s services can be in alignment with specific market need </li></ul>March 24, 2009 Marketing- corporate branding
  21. 21. effective branding <ul><li>Brand helps in differentiated and credible message </li></ul><ul><li>Brand image architecture can be clean, clear and intuitive </li></ul>March 24, 2009 Marketing- corporate branding
  22. 22. Why INTERNAL BRANDING? March 24, 2009 Marketing- corporate branding
  23. 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. 24. customers are in the driver’s seat not we March 24, 2009 Marketing- corporate branding
  25. 25. the Marriott message –the brand promises next generation comfort zone and not a hotel room March 24, 2009 Marketing- corporate branding
  26. 26. can a hospital be differently positioned ? March 24, 2009 Marketing- corporate branding Can hospital become better than home?
  27. 27. the brand creates strong exceptional messages March 24, 2009 Marketing- corporate branding Be it coffee shop, hospital ,or hotel
  28. 28. Why do we need internal branding ? <ul><li>Strong brand message starts from inside out </li></ul><ul><li>and </li></ul><ul><li>it starts with a strong self image </li></ul>March 24, 2009 Marketing- corporate branding
  29. 29. HOW WE DO IT ? <ul><li>Educate and imbibe </li></ul><ul><li>Communicate </li></ul><ul><li>Motivate </li></ul><ul><li>Activate </li></ul><ul><li>And do it the next day all over again </li></ul>March 24, 2009 Marketing- corporate branding
  30. 30. EDUCATE March 24, 2009 Marketing- corporate branding get the brand message at every point of interaction with employees, customers, media etc
  31. 31. we need to communicate all the time same message March 24, 2009 Marketing- corporate branding <ul><li>In CEO’s talk </li></ul><ul><li>staff meetings </li></ul><ul><li>every mail that goes out </li></ul><ul><li>Candidate contacts by recruiters </li></ul><ul><li>Training sessions </li></ul><ul><li>One on one sessions </li></ul><ul><li>Mentoring meetings </li></ul><ul><li>Bulletin boards </li></ul><ul><li>Suggestion boxes/surveys </li></ul>
  32. 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. 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
  34. 34. 7-STEPS TO SUCCESS March 24, 2009 Marketing- corporate branding <ul><li>Step 1 –launch </li></ul><ul><li>this meeting with the, team and HR. This is critical. </li></ul><ul><li>ensure that we understand how important it is for ALL to be positive and excited about the image rebuilding process. </li></ul><ul><li>After all, if WE aren’t excited, how do we expect employees to be excited. </li></ul><ul><li>This needs to come from top down. </li></ul><ul><li>let us be Brand Champions./ambassadors </li></ul>
  35. 35. Step 2 – <ul><li>Plan a campaign to launch brand communication internally. Posters, message boards , Saama vani etc, </li></ul><ul><li>create talking points, creative and strategic rationales (why we are doing this) and a review of the campaign materials and retune </li></ul>March 24, 2009 Marketing- corporate branding
  36. 36. Step 3 – <ul><li>conduct periodic internal assessment to establish benchmark. show results prior to launch and 6 months after launch date. </li></ul>March 24, 2009 Marketing- corporate branding
  37. 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.
  38. 38. <ul><li>Step 5 – Schedule training by HR </li></ul><ul><li>Step 6– Ongoing audits. To not let the fire burn out. </li></ul><ul><li>Step 7 – check if everyone gets motivated!! </li></ul>March 24, 2009 Marketing- corporate branding
  39. 39. A GREAT MAN ONCE SAID…. <ul><li>The brand champions have two and only two basic functions, </li></ul><ul><li>Marketing and communication. </li></ul><ul><li>“ Marketing to produce results communication to produce the right energy…all the rest are costs.” </li></ul>March 24, 2009 Marketing- corporate branding
  40. 40. Champions need to get the same clarity <ul><li>“ I believe that as the CEO, I truly am responsible and accountable for nurturing, growing and protecting the brand of this company. I don't own the brand, I don't define the brand, but I am responsible for nurturing, growing and protecting it.” </li></ul><ul><li>Todd Linden, CEO </li></ul><ul><li> Grinnell Regional Medical Center </li></ul>March 24, 2009 Marketing- corporate branding
  41. 41. RESPONSIBILITIES AS LEAD BRAND CHAMPION <ul><li>Ensure we share the CEO’s Vision </li></ul><ul><li>Ensuring that the brand communication is with consistency and integrity </li></ul><ul><li>Ensure the brand radiates our mission, vision and promise </li></ul><ul><li>Maximize and leverage brand differentiation </li></ul><ul><li>ALIGN CORPORTAE STRATEGY WITH BRAND STRATEGY-plan the business mix in such away we transform to conform to the image as TOP BI company </li></ul><ul><li>Creating and sustaining organization-wide passion for the brand </li></ul><ul><li>Maximize awareness with the brand </li></ul>March 24, 2009 Marketing- corporate branding
  42. 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. 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. 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
  45. 45. <ul><li>We can endlessly debate or </li></ul><ul><li>JUST DO IT </li></ul>March 24, 2009 Marketing- corporate branding What now?
  46. 46. THE BRANDS WE NEVER EVER WILL FORGET March 24, 2009 Marketing- corporate branding
  47. 47. March 24, 2009 Marketing- corporate branding

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