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Key Questions:

Are your employees actively strengthening your brand and building brand equity? Does your organization really “live the brand”? Do your best practice programs include internal branding?

“INTERNAL - BRAND” recognizes that the brand no longer lives with consumers and marketers alone. We acknowledge that in the experience economy the brand is the nexus of a new connectivity between employee and customer, organization and stakeholders, evangelists and community.

The brand is built on individual relationships and collective evangelism. David Aaker says: “Identifying role models can provide the meaning and emotion to help motivate and guide the brand-building effort. Internal role models are stories, programs, events or people that perfectly represent the brand identity… Without clarity and enthusiasm internally about the associations the brand aspires to develop, brand building has no chance”.

With INTERNAL - BRAND we provide the framework and tools to empower employees to create a new sense of brand purpose and internalize the brand promise.

Description:

This one-day workshop is designed to engage employees in building brand relationship equity.

It’s a real-time program using your current brand issues, consumer insights and audience understanding. It is personally involving with groups learning by doing. We build on cultural and individual feelings for the brand logic then engage employees in activities designed to foster imagination and creative brand building. Participants uncover further insights and design new best practice tools to grow brand relationship capital. Though the day participants will build a new understanding on how to stage the brand.

|Key Program Elements |Short Description |

|Mapping Our Brand Culture |INTERNAL - BRAND translates leading brand strategy into active |

|Audience Development |simulations, group narrative and engaging discussion through |

|Our Brand |templated reporting sessions. Reporting is done live and |

|Brand Evangelists |captured by templates and self-recorders. After the event a |

|Creating Brand Momentum |digital record is provided to participants. Workshop structure |

|Best Practice Internal Brand Development |and templates are grounded in key brand building concepts and |

|Prototypes for Action |derive from leading brand thinkers including, Aaker, McKenna, |

|Staging the Brand & Close |Ing, Knapp and others. |

How will our organization benefit?

This workshop provides the methodology, materials and stimulation for participants to embark on an internal brand-building program to build brand equity. As a result of the workshop participants will:

• Identify critical internal brand issues,

• Align internal and external brand messages.

• Add value to corporate reputation by increasing employee commitment

• Build new relationships to identify new opportunities.

• Increase Employee Loyalty to your Brand

• Encourage employees to take a leading role as brand evangelists.

• Identify characteristics to strengthen the brand and build momentum.

• Explore new opportunities to building brand equity.

• Identify the most effective vehicles for internal branding. Develop best practice options for building internal evangelism.

• Identify tools and communications to encourage changes in behavior and build employee branding commitment.

• Add to you intangible brand asset valuation.

• Accelerate you internal brand building process.

• Bring your brand to life by encouraging employees at all levels to contribute to the brand identity

Who Should Attend?

INTERNAL – BRAND is designed to work across the organization and levels with 15-24 attendees. We recommend cross-functional and multi-layered teams to maximize the impact. No prior brand management experience is required. Involving customers, business partners and other stakeholders alike is often desirable.

Initial workshops are typically sponsored by Marketing or HR professionals, including, Internal Communications, Employee Relations, Corporate/Brand Identity, Corporate Communications, Marketing, Marketing Communications, Public Relations, Web-content Management, Strategy, Brand & Product Management, Training and Development, Human Resources.

It is applicable to all organizations and industry sectors. This workshop is designed to enhance core brand equity. It is particularly applicable to organizations losing share, going through a brand re-positioning, seeking new input into product / audience development etc.

HENSHALL & ASSOCIATES

We collaborate to accelerate innovation and insight throughout the enterprise AND community. We network with leading edge providers to provide a leading edge strategic intelligence capability, matched with prospecting and discovery tools and programs to facilitate learning and sustainable innovation practices.

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Internal – Brand

Living the Brand Promise

Copyright 2002 HENSHALL & ASSOCIATES

Internal – Brand

Living the Brand Promise

Copyright 2002 HENSHALL & ASSOCIATES

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