Like the fingerprint, a brand is a company's unique signature. Branding has the power to promote loyalty, culture, and company values from the inside out. With a focus on internal branding, practitioners must create compelling experiences for internal stakeholders that carries over to the external customer experience. Loretta Prencipe, Vice President, presented this deck to the IABC DC Chapter on July 13, 2013.

1. BUILDING BRAND FROM THE
INSIDE OUT:
Connecting People, Purpose &
Performance
July 11, 2013

2. Leaders are Activating Their Employees Around Purpose
to Build Brand from the Inside Out

3. Our Conversation Areas
The End
Of Trust
Power To
The People
The Rise Of
Shared Value
PurPle
WHAT WHY HOW

4. WHAT’S
DRIVING
THE NEED
FOR
INTERNAL
BRANDING?
The End
Of Trust
Power To
The People
The Rise Of
Shared Value
PurPle

5. The Trust Deficit
Communications
Implications:
• Credibility,
authenticity and
transparency of
information are
even more critical
• Systems and
channels that
enable real-time
communications
• Activate all four
generations in the
workforce
Trust in all organizations is at an all-time
low.
— 2010 Deloitte Ethics & Workplace Survey
48%
cite a loss of trust
in their employer

6. People believe that only they themselves can come up
with innovative solutions to our most pressing
problems, not governments or corporations.
Power to the People
Communications
Implications:
• Culture of
participation and
two-way dialogue
must be fostered
• Involve employees
in process early to
articulate, refine
or validate
purpose
• Co-create and
iterate purpose
content to
increase buy-in
• Create brand
ambassadors“ The Marketing or Development Department
does not own our brand; the whole organization
is involved. — John Pfeiffer, CEO, Inspiration Corporation

7. People are demanding that organizations not only
rediscover their social purpose but also put it at the
core of how they conduct their business and engage
with their stakeholders to create shared value.
The Rise of Shared Value
Communications
Implications:
• Replace rulebooks
with shared beliefs
• Demonstrate
alignment of
purpose, business
strategy and
outcomes
• Adapt or adopt
recognition and
reward to link
with purpose
• Create
opportunities for
employees to live
purpose outside
their job function
“Great companies … nurture
a dialogue to keep social
purpose at the forefront
of everyone’s mind and
ensure that employees use
the organizational values as a
guide for business decisions.”
— How Great Companies Think
Differently, HBR, Nov. 2011

8. WHY
DOES IT
MATTER?

9. PurPle + Profitability
Purpose- and Values-
driven organizations
outperformed the
general market and
comparison companies
by 15:1 and 6:1,
respectively.
- Built to Last, James Collins
and Jerry Porras
“ “
Firms with shared values-based cultures
enjoyed:
Higher Revenues Higher Stock Prices
Global Job Growth
- Corporate Culture and Performance, John Kotter
and James Heskett
1,200%400%
700%

10. HOW
DO WE
DO IT?

11. Inside-Out Branding: A Checklist
Can your employees articulate your purpose?
Is it integrated across your organization?
Have you educated your leaders?
Have you inspired employees to be ambassadors? Trained and
equipped them?
Are you sharing stories and celebrating success?
Are employees empowered to share their stories?

12. Thank You
Contact: Loretta Prencipe
202.658.8733
loretta.prencipe@mslgroup.com
@LorettaPrencipe