Vision, Culture and Feeding It to Build The Brand Within

1. “How Do You Live Your Mission?”
Vision, Culture and Feeding It
To Build The Brand Within

3. Company Vision = 100% Clarity
What does the company stand for?
All must communicate that to
customers and partners.
Size of company doesn’t matter.

6. 3 Main Components:
#1: How Vision impacts brand strategy
#2: Which influences your Culture
#3: Culture is fed by content marketing
provided by brand ambassadors
”

7. Or as I like to call it:
Building The Brand Within
”

8. VISION
t’s t

9. Beyond what you do,
what are you about?
t’s t

10. Great companies
understand they must
deliver more than a
product or service.
t’s t

12. How Will I Live My Mission Today?

13. “I want to build something that looks
different in terms of its outside design
and how people interact with it.”
“Everything we create here must be
remarkable. A revelation.”

14. What’s the feeling someone gets when
they deal with you?
What do you rescue them from?
What do you empower people to do?
Do your employees
really believe that too?
t’s th

15. This has nothing to do with
what you DO.
But who you ARE.
t’s th

16. CULTURE
t’s t

17. The Equation That’s Been Around
FOREVER:
If Customer Has X Need =
We Provide Y Goods/Services

18. Creating A Culture of Rewards

19. Everything in the Culture of Rewards
is geared to make us happy and elicit
an emotion.
They go above and beyond.
How?

20. A friend told me.
I got a coupon or free sample.
I was asked my opinion and received evidence
the company heard me.
I had fun.
It was personalized.
It was wonderfully dependable.
It was the fastest response I’ve ever
encountered.
They gave me something for my trouble.
They gave me something for being loyal.

21. “Unexpected Surprises”
Don’t Happen by Accident.

22. FEEDING IT

23. Content Marketing
(a.k.a. Inbound Marketing)
White Papers
eBooks
Webinars
eNewsletters
Blogs
Case Studies
Video
Microsites and Landing Pages
Podcasts
Mobile

24. Who Can Help Us?
A) Content Marketing Consultant
B) Brand Ambassadors from Within

25. Bad Selection for Brand Ambassador
“I’m in the Marketing Department
so I should do it.”
“I don’t get this social media stuff.
But I guess I’ll try it out if I have to.”

26. Good Selection for Brand Ambassador
Title/Dept. matters little
Already passionate about social media
Never see it as a chore
Excited to channel their passion into telling
and sharing the company story
Don’t mind being measured based on criteria
and results
See it as part of their work, not extra work

27. Integrating content marketing
1. Get the CEO to buy into it.
2. Identify employees already passionate
about it.
1. Identify one person (at least) to guide
structure and direction as a brand
resource for all

28. Question Time!
Let’s Hear Them.

29. Dan Gershenson
dan@ChicagoBrander.com
773.677.6043