A primer on internal branding that details the importance key considerations and strategies for ensuring employees can deliver on a brand promise.

1. September 2014

2. Brand Attributes
Differentiation
Relevance
Quality
Personality
Value
Consistency
Community
Business Benefits
Price Premium
Loyalty
Market Share
Advocacy
Brand Extension
Reputation Halo
Recruitment

3. You’ve done customer research. Looked at the market. Come
up with a smart strategy to define, clarify or update your brand.
NOW WHAT?
Even the most resonant, compelling brands must get from
concept to reality. Brands need to become credible and real in
the minds (and hearts) of consumers through execution.
Though logos and ads are nice, you need to actually deliver on
the brand promise to build equity.
And that’s requires more than a marketing plan….

5. HOW do you deliver on your
(new) brand promise?

6. How do you deliver on your
(new) brand promise?

7. Proactively look at all the factors that
shape your employees’ ability and
willingness to deliver on the brand
promise. Then make sure your activities at
these touch points are relevant, aligned
and effective.

8. Employees need direction and support…
Informed
Trained
Supported
Motivated
…before they can deliver on the brand promise

9. Inform
Brand
Culture
Purpose
Market
Train
Work Requirements
Products/Services
Roadmap
Strategy
Support
Tools
Training
Coaching
Collaboration
Motivate
Incentive/Recognition
Mission/Values
Leadership
Participation/Dialogue

11. Brand
DNA
Consumer
Insights
Market
Trends
Competitive
Landscape
Employee
Insights
Ideally, a brand identity should be shaped not just by external market research and
planning, but also by internal realities like company culture and employee insights.
The best brands reflect and reinforce their company’s workplace culture.

12. Employees being able to deliver on the brand promise is the price of entry.
Employees being motivated – even passionate – to live the brand is the real
goal, and a much higher bar. That requires sustained employee
engagement: alignment, productivity, passion and loyalty.

13. Customers won’t believe
in your brand if your
employees don’t…
 Believe in it
 Act on it
 Talk about it
 Promote it
 Defend it
Mobilize your employees to be your brand ambassadors

14.  Engaged employees are:
informed, motivated,
productive, loyal, even
passionate
 (Happy) employees can also
be very effective advocates
for brand, company
 Key engagement metrics
include:
 Alignment with manager
 Satisfaction with job
 Likelihood to recommend job
 Intent to stay or leave

15. Brand Workshops Internal Campaigns
Executive Coaching
Advocacy Programs
Training Modules
Incentive/Recognition
Programs
Employee Surveys &
Audits
Organizational
Assessments Orientation Programs

16. bernie@thintwicecommunications.com
www.thinktwicecommunications.com
512-897-7359