aligning your brand promise with your internal audiences to improve employee engagement
TRANSCRIPT
HOW TO ALIGN YOUR BRAND PROMISE WITH YOUR INTERNAL AUDIENCESALI Workshop | January 28 | Mike Lepis
About Vignette
HUMAN RESOURCESCOMMUNICATIONS
BRAND
We focus solely on Employees. We help our Clients create meaningful internal communications solutions to increase engagement—focused more on engagement vs. interruption.
Why are you here?
Workshop Overview
StructurePoint of View Example Discussion Activity
Jargon!
Transactional vs. Transformational
Transactional vs. TransformationalSurvey and respond
Transactional vs. TransformationalProactive Empathetic Elevates employee POV Seeks insight Built into strategy
Transactional vs. TransformationalProactive Empathetic Elevates employee POV Seeks insight Built into strategy
Survey and respond
Output vs. Outcome
Output vs. OutcomeQuantified results
Output vs. OutcomeThe difference made by the outputs.
Output vs. OutcomeThe difference made by the outputs.
Quantified results
Values & Alignment
What is your internal brand?
What is your internal brand?Who
Gallup Q12
TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD. *If you have a body, you are an athlete.
ANN INC. Our purpose is to inspire and connect with women to put their best selves forward everyday.
Great, what do I do with
that ?
Marketing owns the physical brand.
Internal communications owns the behavior.
Define your internal brand values.
define your internal brand values.Re
TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD. *If you have a body, you are an athlete.
It is our nature to innovate.
Nike is a company.
Nike is a brand.
Simplify and go.
The consumer decides.
Be a sponge.
Evolve immediately.
Do the right thing.
Master the fundamentals.
We are on the offense – always.
Remember the man. (The late Bill Bowerman, Nike co-founder)
NIKE MAXIMS
ANN INC. Our purpose is to inspire and connect with women to put their best selves forward everyday.
Staying connected to women Embracing fashion first Putting our best selves forward everyday Honoring our full lives
Alignment
Alignment
Alignment
AlignmentPhysical Atmosphere
Internal Identity
Joint Vision
Fulfillment and Inspiration
Belief in Product and Services
Team Building BRAND PROMISE
Project: Ann INC. New Associate Experience
Activity
BRAND PROMISE
ALIGNMENT
Physical Atmosphere
Internal Identity
Joint Vision
Fulfillment and Inspiration
Belief in Product and Services
Team Building
Physical Atmosphere A nice physical place to be in.
Internal Identity Profiling Remind people of where they are.
Team Building Make people accept each other and work well together.
Joint Vision Communicate a vision and encourage people to have the same goals.
Fulfillment and Inspiration Make people proud of what they are achieving. Inspire them to do awesome things.
Belief in Products and Services Make people understand their contribution to the world.
Cheat Sheet
Audience, Channels, Resources
You are NOT the target market.
Audience
Personal Information
Demographics
Psychographics
Mindset & Attributes
Motivations
Pain Points
Habits & Patterns
Learning Styles
Functionality Feedback
Message Reach
Insights Panels
1:1 Interviews
Survey
HR Data
Collection Methods
1 hour x 48 weeks = 48 hours/year
1 hour x 240 days = 240 hours/year
240 hours x 500 stores = 120,000 hours/year
Why?
Understanding your audience is core to your role.
The goal is to deliver against their expectations.
Good marketing/communications = always be testing.
Understanding what motivates your employees enables you to get closer to them.
Data driven decisions help to achieve your goals.
All leads to moving away from transactional and toward transformative.
Projects: Spendwell, Merrell, Nike
Executive Summary
PERSONAL INFO
MINDSET & ATTRIBUTES
MOTIVATIONS
NAME The Millennial Realistic family man
29 years old Single, no kids
Progressive, optimistic “Digital native”
Budget conscious
38 years old Wife, two young kids
Culturally sensitive
Cynical and traditional communication
47 years old Husband, no kids
Convenience
Privacy and security
Overwhelmed by complexity
35 - 55 year olds with a passion for the outdoors. While their lives are filled with family and career, they
still make time to get off the grid. Their
vacations, travel, and free time are centered
around outdoor pursuits.
The outdoors i our playground
“My life is busy but I get
outdoors as much as I can
because I love it.
We’re out there for the
challenge
“I’m motivated by the sense of
accomplishment I get out here."
We chop our own firewood.
I’t not going to chop itself
We find what works and stick
to it.
I’ve been doing this awhile.
When I find a brand I like, I
stick with it.
Function + performance.
“first and foremost, my gear
has to work. I rely on it."
Dog is my co-pilot.
“Rex is always along for the
ride"
WILDERNESS SEEKER
Activity
Personal
Mindset
Motivations
Pain Points
Name
Audit
MEETINGS EVENTS DIGITAL SOCIAL
FEEDBACK PRINT MANAGER TRAINING LEADERSHIP
Channels
PEOPLE INTERNAL BRAND
BUSINESS DRIVERS CULTURE
Capabilities
Strategy, Plan, Measurement
Too few IC teams are guided by a clear strategy.
Supports the organizational goals.
Delivers with this aim in mind.
Connects across the organization.
Enhances business performance.
Strategy
Realistic
Audience-centric
Multi-tiered
Plan
Good content is appropriate.
Your roles: editor, curator, marketer, information scientist.
Your tools: audit, brief, editorial calendar, plans.
Content Strategy
Establish the value of what you are doing.
Generate insights that inform your practice.
Support insightful business decisions.
Track progress of efforts.
Include both Output and Outcome.
Measurement
Establish the value of what you are doing.
Generate insights that inform your practice.
Support insightful business decisions.
Track progress of efforts.
Measurement
Output vs. Outcome
Output vs. OutcomeChannels
Content Conversations
Voice
Output vs. OutcomeSentiment Behavior ROI
Story
Message
Design
Plan
Examples Story, Message, Design
PROJECT: FAMILY ENGAGEMENT VIDEO CLIENT: KNOWLEDGE UNIVERSE
…the minutia of this morning ritual…the non-verbal exchanges that exists between front and back seat, between mother and son.
PROJECT: FAMILY ENGAGEMENT VIDEO CLIENT: KNOWLEDGE UNIVERSE
“reaches back to stroke his little leg all before flashing a smile that appears, thanks to the fantastic obliviousness of her head-in-the-clouds little boy"
“She nervously taps fingertips on the steering wheel, gives an anxious glance into the rearview"
STORY
DESIGN
Activity
BRAND PROMISE
EMPLOYEE VALUES
GOALS
AUDIENCE
STRATEGY
TIMING
TACTIC
OUTPUT/INPUT
Recap
Evolve brand promise to include employee experience.
Be less Transactional and more Transformational
Measure! And include Output AND Outcome.
Get to know your audience.
Get to know your channels.
THANKS!@mikevignette