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Topic: Branding

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What Are Some Internal Branding Employee Exercises

Posted by Anonymous on 205 Points
My organization, a mdeium-size workplace insurance agency, has recently launched on an internal branding exercise - prompted by changes to our mndate, business, and role in the market. A 4-month plan has been developed to dwelve into our brand identity, brand attributes, and business philosophy: and possibly develop a new name and logo.

The senior management team has been brought on-board, and the CEO has assumed a leadership role in the process - with the one caveat that all (350+) employees in the organization be given a change to participate in the brand development process.

Small (15 people) engagement sessions have been planned with staff recruited for these sessions representing amany different functional areas and levels of the organization. We want to keep these sessions short (1.5 hours or less), enjoyable and interesting, and most importantly useful.

We do have some material we want to cover in these sessions (an overview of the process, a breif encouragement/importance discussion from the CEO) and tehn I want the staff themselves to work in small (guided) groups to come up with some common principle or beliefs about our brand.

Does anyone know of some good exercises in this area, or of a place I can learn more about what types of exercises to use?

  • Posted on Member
    Hi Dogis

    I would suggest a workshop format to tackle one objective at a time but that does take longer, normally a day, if you really want to get motivatational change that lasts within your organisation top-down and across all departments.

    The format is suited to a max of 15-18 people any larger and it becomes difficult to gain consensus.

    A related question to a workshop format is here:

    http://www.marketingprofs.com/ea/qst_question.asp?qstID=2921#19797

    Branding bible question:

    http://www.marketingprofs.com/ea/qst_question.asp?qstID=2943#19982

    There alot of resources out there that can help, try:

    http://www.brandchannel.com

    http://www.buildingbrands.com


    Hope this gives you a start.


    Zahid Adil
  • Posted by SRyan ;] on Member
    I remember questions similar to your being posted on this forum. For example, look here:
    How to execute a rebranding

    That Q&A thread also has links to earlier questions that might be useful for you to review. Good luck!

    Shelley

    ps. Always take advantage of the Search Questions feature on this site! ;]
  • Posted by JBtron on Accepted
    Dogis,

    Arshad is somehwat right; Zahid is closer in scope of work, and, of course, the lovely Shelley is quite right: we've been there and done that.

    But I think it's fair to point out that for the process to work among 350+ employees, the tasks are most daunting. You NEVER please everyone. What is the best way to do this is to gain consensus through a meted process, which your new CEO sounds like he is instituting.

    Here are a few tried-and-true exercises:

    The 30-second Elevator Speech

    Have each team member WRITE DOWN their own 30-second “elevator speech” about the Company, that is to say, what does the Company DO.

    The key to this exercise is to write the speech about what the company WILL BECOME at the end of the process. This opens their imaginations up regarding what is POSSIBLE. Remember: it is always better to have everyone ALIGN BEHIND a position rather than have everyone agree with a position when repositioning a company, particularly in the insurance industry. Aligning behind something gives the individuals their own say; asking for agreement can sometimes stifle that.

    COMA: The Consistency of Message Analysis

    This is best when done together with an easel page available to write down the comments. The assignment is to attach a Core Proposition and a Brand Personality to the Company, and then “measure” that analysis with your corporate communications as they exist right now.

    This is particularly helpful if you have TV, radio or print advertising to review, as there’s ALWAYS room for improvement when dealing with a message for the “masses.”

    Core Proposition: What is the one, unique selling point about your product/service/Company that no one can take away from you, even if they go after your market position.
    Brand Personality: Arshad had it: have each person write down or describe to the group what kind of person the product/service/Company is. For example, if we were describing the New York Yankees, we would say:
    A cocky, unique, egomaniac who is scatterbrained and somewhat ineffective UNTIL SEPTEMBER ROLLS AROUND, when he gets his act together and delivers, time in and time out, with a championship.”

    Take these two statements –Core Prop and Brand Personality – and measure them against the marketing communications you see. If they don’t MATCH, there’s room for some improvement.

    One Word

    This takes some REAL noodling, but ask the individuals to tell you the most descriptive thing they can say in ONE WORD that best describes THEIR VIEW of the Company. This one is always a winner: “you never know what you’re gonna get.” Bit, it's always fruitful.

    Hope this helps!

    Best,

    ::JBtron
  • Posted on Member
    Hi Dogis

    Another exercise, similar to the 30 Second pitch, is the 1 Minute Brand Test.

    It's a simple method to check a brand's position and potential.

    The technique is to get people to list anything that comes to mind ..starting now and you've got 60 seconds.

    Because it is time limited it's spontaneous. When you get a couple of dozen responses you can organize the output under headings.

    You run this across different departments and to get an external perspective, you can selectively choose your best clients to do the same as your brand lies in your clients/customer minds so you will see the gap as it emerges which can then be addressed through your brand management programme.

    I'd suggest you look at your brand identity first, establish your Core - the elements/values that are critical to your brand. Then consider, the Outer Core - the optional attributes, Extension Areas - areas to brand franchise without damaging your core values and brand and finally the No-No Areas - where involvement would seriously damage your brand proposition and brand values. All of the above is usally condensed down into a Brand Circle map. This can be made simply into a workshop as mentioned previously.

    I am assuming your organisation already has a Brand Positioning statement and are familiar with the the mechanism of branding.

    If you need additional info please do hesitate to contact me directly.

    Thanks

    Zahid Adil

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