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 Authenticity and delivering on promises are emphasized over wishful thinking or outdated traditional branding approaches.

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2. Total branding, fast.

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 Old traditional outdated way New proven effective way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

9. GET THE INFORMATI0N

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

16. TAKE IT COMPANY-WIDE

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

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