This is the copy slides from our webinar How to align internal teams behind your brand positioning. In this webinar you learn how to • Create an army of brand advocates • Align Teams to your brand positioning • Automate and accelerate internal brand education • Strengthen your brand and communications

1. © 2012 GlobusMedia Ltd
How to Align Internal Teams Behind Your Brand

2. Hello and Welcome
2
Jens Lundgaard
Founder and CEO
Abigayle Norman
Content Marketing Manager

3. Housekeeping
3
You are
all mute.
Feel free
to ask any
questions
here.

4. Social Media
4
@brandworkzworld Brandworkz
Jens Lundgaard
Abigayle Norman
Brandworkz
 Find us on social media
 Use the hashtag #aligninternalteams

5. Brand is the best asset

6. Key Brand Communication Challenges
 Multiple channels and touch points
 Marketing in the digital era
 No online tools that make it easy to communicate the brand story to all employees
 Uneducated and unaligned internal employees
 Ineffective sharing and distribution of brand assets to all channels
 Chaotic marketing processes

7. Align Internal Teams Behind your Brand
Positioning.
PromoteandEducate
.How to get all your third parties to
communicate your brand
consistently.
ShareandDistribute GovernandAutomate
Promote your brand consistently
across multiple markets and channels
by enhancing marketing processes.
Aligning Internal Teams

8. Poll Question
 Have you experienced the challenge of aligning internal teams to your brand
positioning?

9. Brandworkz for Brandworkz
9

10. .
Internal buy-in to your brand is critical

11. BrandAlignment Framework
11
Brand Believers
(Customers)
Brand Visionaries
(Management)
Brand Providers
(Employees)
Co-create customer
experience: Deliver
on value propositions
External marketing:
Promises on value
propositions
Enable & Facilitate
promises about value
propositions
Value Proposition
Delivery

12. Creating a Brand
 Define and understand the primary purpose, vision and values of the company
 Ensure top-management agrees and is on board with the purpose, vision and
values.
 Make sure employees understand the brand and are bought in
 Address misalignments with top-management or employees
 Ensure your visual identity is unique to you
 Brand, marketing and communications should be in line and support the values,
vision and purpose of the company.
 Formalise and document the stories which will enable consumers to connect to
your brand.

13. 13
 Icebreaker retails in 44 countries,
2,000 of retail outlets
 Sales staff in outlets, marketing
staff in different territories
 Lack of product knowledge at
retailer level
 Inconsistent, marketing, POS
materials used
 Inconsistent stories told by sales
staff
 High price point requires consistent
communication to justify it

14. Give employees the tools they need
Central Platform for all Brand Materials
14

15. Communicate your brand story
15
Have consistent and frequent communication with your employees

16. Build a brand army
16
Don’t become focused solely on the external

17. Icebreaker’s ROI
17
Before Brandworkz After Brandworkz Approx.
value/year
80 ad-hoc requests/briefs per
month
4 ad-hoc requests per month $ 100,000
Time-to-market for new collections/products reduced by 1 month $ 2,000,000
Use of out-of-date/licence
imagery
These problems virtually
eradicated
Undisclosed
($tens
thousands)
Marketing and creative department can now concentrate on
creating strategic, highly-effective marketing toolkits for
retailers, thereby increasing sales
Undisclosed
($millions)

18. Internal BrandAlignment Equation
Internal brand alignment
=
Engaged, productive, & focused employees
=
Delighted and loyal customers
18

19. Key Takeaways
1. Make each individual employee the focus
2. Tell your employees your brand story
3. Don’t forget about your internal brand ambassadors
19

20. Q&A

21. 21
OUR WOOL FACTORY

22. Get in touch
22
Questions, comments or to book a demo.
+44 (0) 20 7288 9700
www.brandworkz.com
info@brandworkz.com