branding: your seat at the table asse kathy bardsley 1

www.kbardsley1consulting.com 1

Branding: Your Seat At The Table

ASSE

Kathy Bardsley


Which Brand do you prefer?

BrandX

cheap


This Brand Has a Community


This Brand is social media savvy


This Brand has Champions


Our Agenda

• What is a “brand?”• Why is a brand important to you?• Explore some brands• Review a checklist, see some samples• Discover some tips for building your brand


Insert white board exercise


What is a brand?

• https://www.youtube.com/watch?v=H-RaxV2as8s

https://www.youtube.com/watch?v=H-RaxV2as8s


A Brand is a Promise of an Experience


White board- list the top brands


Top Brands


Soon to be #1


POWERFUL BRANDS: High and to the Right

RELEVANCE

DIFFERENTIATION

HighLow

High

*Source: BrandEconomics

Google AppleStarbucks

MicrosoftMcDonalds

Harley-Davidson


The Importance of a Brand

• What happens when you are high and to the right?

• What if you are low and to the left?


PERSONAL BRANDS

RELEVANCE

DIFFERENTIATION

HighLow

High You’re empoweredYour voice is heard

You influence

Limits to your contribution, opportunities


Brands can be gone in an instant


EVERYONE HAS A BRAND

• It’s your operative reputation—what comes to mind when your program or your name comes up?

• Strong brands are managed, intentional outcomes.


The Brand Test

Hand out 3 cards:

“When you think about our company safety program --what three words come to mind?”


White board exercise- what words would you want them to write?


Checklist for a compelling brand

1. Our program is relevant to the business right now

2. We have sponsors/champions at all levels

3. We constantly and market our services and results

4. We have created Community and Connection- we have a vast following for what we provide


We are relevant to the business

1. We know the current pain/opportunity points

2. We regularly benchmark inside and outside for best practices

3. We are clearly aligned with the company’s brand, mission, vision and culture

4. We are positively perceived as contributing to:– The bottom line– Employee engagement– Customer relations and experience– Company image


We are relevant to the business- Safety as a Business Strategy


We have Sponsors/Champions?

1. We are championed at the highest levels and at the frontline, people believe in the value of what we provide and talk about it to others

2. Safety is on the agenda at all regular meetings, in newsletters, and in the annual report.

3. As a company we celebrate success and learn openly from failures.


White board- list titles of those you would consider champions


The importance of Champions


The Importance of Champions: Bell Helicopter

“President and CEO John Garrison believes that a company’s safety performance is a key indicator of the company's overall business performance. He believes that safety should be managed equally with quality, delivery, inventory and finance….’Zero injuries is possible! Our families expect nothing less. When we have zero injuries, we will have zero regrets.”– Safety Appreciation Day– Mission Zero Program– Employee participation– 2 day safety leadership training– All employees personal accountability for safety training


Communication and Marketing

1. We have a fresh, clear and compelling vision/mission statement and guiding principles, it is known and posted

2. We constantly tell Safety stories and legends

3. We effectively use social and internal media and marketing

4. We team with our marketing, PR or PA team to message well and consistently


Mission Statements


Sample Vision/Mission

Vision: There are NO accidents!

Mission: We are passionate about the quality of life of our employees. We support our company’s mission by providing the environment, resources, support, training and encouragement our employees need to go home safe and sound every day to enjoy the things and people they love.


Values/Guiding Principles


Community and Connection

1. We have cross functional/level advisory teams that meet frequently

2. We make it personal and stress accountability

3. We have a robust safety Rewards and Recognition that supports the right behaviors

4. We frequently connect the dots between how safety is making a difference:

1. In the lives of employees

2. In the business

3. In the community


Which is more compelling?

1. Ladder accidents up 22%

Or:

Joe missed Joe Junior's third birthday party, Joe was in the emergency room, he didn’t secure his ladder and fell 15 feet. Joe is lucky to be alive to see his son’s next birthday….


Make it Personal


Reward and Recognize

http://www.safetypays.com/essential-safety-elements


People have brands too!


How are these brands doing?


Building Your Personal Brand

• You have a brand too!


Know Yourself Via Your Market:

– How am I known?

– How do others experience me?

– Have I created ‘a following’ for what I offer?

– What should I do about it?

If You want a seat at the table: ASK NEW QUESTIONS


Persona

Product

Packaging

Promotion

Permission

5 P’s OF LEADERSHIP BRAND®


Persona Checklist

1. I have a professional, well groomed appearance

2. I am perceived as a business leader with an expertise in safety

3. I stand out (in a good way!)

4. I am easy to do business with

5. I seek feedback on how I am coming across

6. People seek me out for my ideas beyond safety

7. I am likeable


Product Checklist

1. People are clear on the value of my work and my results

2. I have a personal contribution/elevator speech

“I support both the company’s culture and financial goals by providing a safe working environment and ensuring processes and practices that reduce the frequency and cost of workplace accidents.”


Packaging

1. My programs are fresh and appealing

2. I am using media to my advantage

3. My emails, reports, presentations reflect a professional, business orientation

4. My email signature and tag line send positive messages

5. My presentation skills are strong, I come across as confident and credible


Promotion

1. My programs have benchmarked successfully inside and outside of our company, they are award winning

2. I regularly recognize the contributions of others and generously and widely give credit to others, I criticize in private

3. I share information freely

4. I work across boundaries

5. I promote heroes and success stories


White Board: what are some ways you can promote yourself?


Permission

1. I have earned my seat at the table where decisions are made

2. I can negotiate and compromise when appropriate

3. I have or have had mentors in other functions of the business

4. I am openly curious about how we can help the business succeed and continuously learn about it

5. I am respected, my voice is heard, my opinion is sought out by leaders


In the end….


A strong brand connects to the heart

I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

― Maya Angelou

http://www.goodreads.com/author/show/3503.Maya_Angelou


Questions?

Kathy Bardsley

KBardsley1 [email protected]“Aligning People and Performance”

mailto:[email protected]

http://www.kbardsley1consulting.com/

branding: your seat at the table asse kathy bardsley 1

Documents

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