Things are changing, fast!Organisations are becoming more complex, markets are increasingly competitive, customers are more demanding and employees are more selective.

We all want to work somewhere where we feel we fit in, where we can contribute, learn and feel proud. This means organisations need to work hard to engage their people; to make them understand what they do and why, to encourage them to do their best and make them feel valued. Your people are your greatest asset.

WHY?

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THIS MEANS ORGANISATIONS MUST WORK HARD TO ENGAGE THEIR PEOPLE; MAKE THEM UNDERSTAND WHAT THEY DO AND WHY, ENCOURAGE THEM TO DO THEIR BEST AND MAKE THEM FEEL VALUED. YOUR PEOPLE ARE YOUR GREATEST ASSET.

WHY DO IT?

THINGS ARE CHANGING FAST. ORGANISATIONS ARE MORE COMPLEX, MARKETS ARE INCREASINGLY COMPETITIVE, CUSTOMERS ARE MORE DEMANDING AND EMPLOYEES ARE MORE SELECTIVE. WE ALL WANT TO WORK SOMEWHERE WE FEEL WE FIT IN, WE CAN CONTRIBUTE, LEARN AND FEEL PROUD.

0505NAVIGATION 0405WHAT IT’S NOT

EMPLOYEES A BRANDED TSHIRT, SCREEN SAVER OR COFFEE MUG ISN’TREAL CHANGE.

GIVING ALL YOUR

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Our big idea is authentic storytellingBranding is about authenticity. It’s about much more than a logo and look and feel. Truly great brands are grounded in a strong idea that’s expressed consistently in everything they do. That’s what makes a brand authentic.

Branding is about storytelling Great brands engage with their audiences. They communicate a brand story that inspires and motivates.

At Principals, we believe your brand is a powerful way to engage your people.

Internally your brand should create focus, motivate and excite. It should inspire behaviours and processes that really make a difference.

BRINGING YOUR BRAND IDEA TO LIFEWHAT IT IS

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There’s no choice!Here are some figures to make you sit up and listen:

Research in over 2000 companies worldwide shows 29% of employees are engaged, 52% are not engaged and 19% are actively disengaged in their company (Gallup Employee Engagement Index 2011).

How can any team win a game when two thirds of their players aren’t trying?

The benefits of engaging your people include:

• happy customers and clients

• improved productivity

• higher levels of creativity and problem solving

• retaining talent

WHY? 19%

ACTIVELY DISENGAGED29%

ENGAGED

52%NOT ENGAGED

THE CASE FOR CHANGE

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Internal branding is about closing the gap between strategy and action85% of executives are confident they can create strategy however only 25% are confident they can effectively implement strategy.

To translate your brand from a strategy into everyday, practical actions you need to:

1. Build intellectual commitment

2. Build emotional commitment

3. Build capability

THE CASE FOR CHANGE

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WHAT WE DO: HEADS HEARTS HANDS

BUILDING EMOTIONAL COMMITMENT

BUILDING INTELLECTUAL COMMITMENT

BUILDING CAPABILITY

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Eureka™: ‘Living our brand’ workshops

Online brand toolkits

Brand boot camps (skills development for team leaders)

Branded environments and experiences

WHAT WE DO

Telling the brand story (as a book or movie)

Internal communication planning

Internal communication audits & staff research

Brand activation workshops

Brand champion networks

Brand actions: essential behaviours to lead the brand

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Internal communication audits & staff researchWe review all your internal communications, messages, channel effectiveness, language and look and feel.

From this we can see how well you are communicating with your employees; what’s working, what’s not; and how this supports your business vision and brand.

We also conduct staff research, assessing levels of intellectual commitment, emotional commitment and capability to deliver the brand idea.

We map your people onto our “Engagement/Capability Matrix” and identify specific communication needs for different employee groups.

This information provides insights into the building blocks and risks involved in delivering your brand idea. It also provides a baseline from which you can track shifts in employee engagement over time.

Internal communication planningTo make sure we are communicating to the right people in the right way, we work with you and your team to develop an internal communication plan for the new brand. This is a plan for internal audiences, setting out what you say, who you say it to and how you say it.

It looks at existing and new channels, social media, the role of leaders as communicators and measures for tracking progress. If appropriate, we also develop a theme for the brand launch and roll out.

The trick is to make it interesting, easy to understand and enjoyable.

Telling the brand story We create a book, magazine, series of posters or a movie that tells your brand story in a compelling and authentic way. It should act as a showcase for your brand idea and explain the thinking behind the brand strategy in a way that is relevant and engaging to your people.

This is a simple and effective way to start building your internal brand and make sure all your people are on the same page.

HEADS: BUILDING INTELLECTUAL COMMITMENT

HEADS CREATING A BETTER UNDERSTANDING OF YOUR BRAND

Brand actions: essential behaviours to lead the brandWe facilitate a brand planning workshop with key members of the leadership team and HR. This is a creative and practical workshop that explores the brand values and, through a creative process, agrees the essential behaviours that underpin the brand idea. This also looks at the role your leaders have in bringing the brand to life.

Brand champion networkMany organisations set up a network of brand champions to act as advocates for the brand, who facilitate communication between teams and act as a testing group for implementation ideas.

We help you select the right champions and run a kick off meeting, to brief and excite them about the brand and their role. We then provide ongoing support, practical materials and opportunities for the champions to develop new skills.

HEARTSENGAGING EMOTIONALLY

HEARTS: BUILDING EMOTIONAL COMMITMENT 1617

Brand activation workshopsWorking with the senior team, we translate the brand idea into

“how we work around here”. This involves looking at 3 things:

• customer or client experience

• employee experience

• products and services.

With you, we identify opportunities, agree priorities and develop actions. These workshops are a powerful way to unite the team, demonstrate that the brand is “more than a logo” and create practical examples of the brand in action.

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Brand boot camps (skills development for team leaders)Your brand often requires a change of style or approach, and in any change, your middle managers are critical to successful implementation. Our “boot camp” is a tailored program, designed to drill and skill your managers and team leaders. We typically run 6 sessions, each lasting 1 hour, covering different aspects of the brand strategy, essential behaviours, skills and processes. These sessions fit easily into day-to-day routine and provide knowledge and support over 2-3 months.

Online brand toolkits We know one size does not fit all. We also know that one day in a workshop does not change culture. To support your leaders and help them become brand leaders, we create an online toolkit. This is a resource for managers and team leaders, providing up to date information and support tools, in one place.

Typically the toolkit would explain the brand strategy and provide tools and templates for managers to use with their teams. It should act as a channel for sharing best practice and good ideas.

Branded environments and experiencesUndoubtedly our environment shapes us, influencing what we think and how we feel. We work with you to agree how the brand is physically represented in your office and workspaces. This may be with posters, brand rooms, interactive screens, expos etc. all depending upon what is relevant to the brand and your culture.

Eureka™: ‘Living our brand’ workshopsTo make sure your brand comes to life internally, you need everyone to understand the brand and the part they play in bringing this to life.

We run a workshop that covers:

• The need to change

• Company and brand vision

• The customer journey

• “What this means to me and my team”

• How we bring this to life.

This is a fun, practical and highly participative workshop that can be run with as few as 20 or as many as 60 people, in cross functional and real work teams. It delivers practical, workable actions that people can implement themselves, to bring the brand to life.

We can run this workshop or train your people to facilitate. 100 days after the workshop(s), we hold a review of what has been achieved and acknowledge hard work and success. It’s a great excuse to celebrate.

HANDS THE TOOLS TO TURN IDEAS INTO ACTIONS

HANDS: BUILDING CAPABILITY

2021THE PROCESS

OUR REAL CHANGE PROCESS3 KEYQUESTIONS

Stages

1. WHY TALK ABOUT THIS?

2. HOW DO I GET INVOLVED?

3. WHAT WILL KEEP THIS GOING?

What’s involved

Let people know about the new brand and what’s planned.

Plan to close the gap between where you are now and ‘living the brand’.

Translate the brand into practical actions at a team and individual level.

Make it happen.

Recommended actions

Brand books or movie

Brand activation workshop

Eureka™: ‘Living our brand’ workshops

Communication/ Engagement audits

Communication planning

Brand champion networks

Brand actions: defining your essential behaviours

BrandSpace™ online toolkits

Brand boot camps

Branded environments

If you only do 3 things, do these…

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USING DIGITAL CHANNELS TO ACHIEVE REAL CHANGE

DIGITAL CHANNELS

Digital and social media have changed the way we communicate, internally and externally, formally and informally. It is a great way to engage, involve and educate your employees and to keep the conversation going.

We have a range of digital offers, including dynamic online communications, info-blogs, brand movies, apps and animations that can tell your story in an innovative and captivating way.

We also offer BrandSpace™, an online hub that hosts your brand strategy, guidelines, key messages plus a series of tools and techniques for your leaders, marketeers, writers, managers etc. It can help you implement and manage your brand, start conversations with different stakeholders, share information openly, facilitate discussions and encourage collaboration.

Your people expect information about their brand to be just one click away.

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BY PRINCIPALS

Why us We value: • Clarity • Honesty • Collaboration • Surprise

We’re authentic storytellers

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UNIVERSITY OF NEWCASTLE:ONE CLICK AWAYFROM EVERYTHING EVERYONE NEEDS TO KNOW

SUBARU:ALIGNING ORGANISATIONAL CULTURE TO A NEW BRAND IDEA

all 4 the DRIVeR

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HARRISON GRIERSON:BRAND ACTIVATION WITH THE LEADERSHIP TEAM

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SUCROGEN: DEFINING THE ON-BRAND BEHAVIOURS TO DRIVE A MORE DYNAMIC CULTURE

PRINCIPALS: OUR WORK

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TARGET:SHARING A NEW VISION AND CUSTOMER PLAN WITH ALL EMPLOYEES

PRINCIPALS: OUR WORK

BLAKE DAWSON:EMPLOYEE COMMUNICATION DURING THE MERGER WITH ASHURST

NRMA: DEVELOPING A CUSTOMER CHARTER AND SERVICE STANDARDS

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NAB:AGREEING PURPOSE AND KEY MESSAGES

PRINCIPALS: OUR WORK

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FOXTEL:BRINGING OUR VALUES TO LIFE

PRINCIPALS: OUR WORK

CENTURIA:CREATING A CHAMPION NETWORK TO SUPPORT THE BRAND LAUNCH

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Claire Gallagher, our internal brand director, loves surprises, reading, talking, Ireland and being a mum. She has a fear of fish and butterflies. She lived in a frat house in Berkeley, has dined with Doctor Who and danced with Salman Rushdie to ‘I will survive’.

t 02 9251 3833m 0405 391 353 e claire@principals.com.au

Level 1, 58 Lower Fort StreetSydney NSW 2000 Australiawww.principals.com.au

Strategy brand identity

REAL CHANGE FIND OUT MORE

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ABOUT USPrincipals is a leading trans-Tasman brand strategy, identity and language agency. Our team of 35 branding professionals brings together many skills, much experience and a great deal of passion for creating authentic, engaging brands.

Our expertise covers

Brand strategy Brand architecture Brand voice Brand identity and naming

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Office locations

Sydney Tom Brigstocke tom@principals.com.au 0418 447 094

Claire Gallagher claire@principals.com.au 0405 391 353

Melbourne Melissa Dale melissa@principals.com.au 0419 371 702

Auckland Steve Main steve@principalsbrand.co.nz 021 728 696

www.principals.com.au www.principalsbrand.co.nz