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Aligning Employees with Brand Strategy

A strong brand is sustained by getting internal branding right. A brand strategy that informs, engages, and inspires employees gives them something to become a part of and work for. This increases employee engagement and ensures a consistent message across all channels.

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Aligning Employees with Brand Strategy

  1. 1. ALIGNING EMPLOYEESWITH BRANDSTRATEGY A Point of View Bill Faust Managing Partner @ologie
  2. 2. Internal Branding Every year organizations spend millions on extending their brands through external media like advertising and public relations. Strong brands, however, also brand from the inside out. Because, what good is a brand if your associates don’t know how to deliver on it? Or why they should care?
  3. 3. A strong brand is grounded by a clear purpose and a brand strategy that translates it to internal and external audiences. The brand strategy: • informs employees about the brand positioning (mindset) • engages associates by helping them understand their role (skill set) • inspires associates by making the purpose tangible and meaningful (motivation) This approach ensures consistent delivery of the external brand and strengthens employee engagement. Branding From the Inside Out PURPOSE INTERNAL audience EXTERNAL AUDIENCE BR AND STRATE GY
  4. 4. Brand and Purpose To make life easier and more fun through innovation To be hospitable To be a relentless ally for every investor To be a place to meet, work, relax, and enjoy To enable people to experience the joy of driving To give the freedom to fly To create happiness for people of all ages, wherever To save people money so that they can live better To fuel the athlete in everyone To provide choices for nurturing the body, the community, and the planet
  5. 5. Creating Alignment Philosophical Alignment (Mindset) About the strategy: Purpose Vision Values Behavioral Alignment (Skill set) About the brand: Identity Experience Actions Emotional Alignment (Motivation) About their role: Engagement Inspiration Incentive Above all else, internal branding creates alignment across each segment of the employee population:
  6. 6. Bottom line: Strong internal brand alignment is highly linked to business performance. And associates want it. High associate engagement in a brand can improve employee performance by 20%. A global survey on employee engagement shows that: • 33% of employees feel satisfied with their level of engagement today • 92% say they want to improve their performance • 82% want to better understand their company’s vision • 87% want to know what role they can play in helping the company realize its vision Creating Alignment
  7. 7. Employee Value Proposition Some internal brand programs include a promise to employees. That promise is the Employee Value Proposition (EVP). It defines the commitment between employee and company — and strives to balance the needs of both. Balance the needs of company and employees EVP Great place to work What’s in it for me? (The reason I work here.) What’s expected of me? (My role in delivering the brand promise and executing the business strategy.) Deliver the brand experience externally
  8. 8. Internal Branding: Elements • Tagline or rallying cry – Communicates the “big idea” to associates – Simple and succint with language associates can relate to • Promise statement (Value Proposition) – Expands on the ideas communicated in the tagline – The “give and get” – What the company expects from me (experience) – Balance between rational and emotional benefits •Proof points – An inventory of “reasons to believe”
  9. 9. Why is Internal Branding Important? Articulating the value proposition helps us to: • Align people, programs, and practices to: – Support the business and brand strategy – Drive associate perceptions, attitudes, and behaviors • Focus message to associates in a consistent, compelling way • Provide clear expectations for associates around: – What can I do to help execute the brand strategy? (desired behaviors and employee expectations) – How do I fit into the organization? (my role) – Why do I matter? (the reason I work here)
  10. 10. Communicating the Brand Strategy Through a systematic approach, a brand strategy can be reinforced at every turn. Over time, it grows stronger, even more authentic, and self-reinforcing as it is translated to: 1 FUNCTIONAL TOOLS 2 BEHAVIORAL TOOLS 3 INSPIRATIONAL TOOLS
  11. 11. 1 functional TOOLS
  12. 12. 2 BEHAVIORAL tools
  13. 13. 3 INSPIRATIONal tools click here to see Univita Health’s philosophy video
  14. 14. thank you

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A strong brand is sustained by getting internal branding right. A brand strategy that informs, engages, and inspires employees gives them something to become a part of and work for. This increases employee engagement and ensures a consistent message across all channels.


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